Relo Metrics’ 2024 U.S. Sports Scoreboard reveals $11B in sponsor media value across major U.S. leagues—marking a pivotal year in the evolution of sports sponsorship, where broadcast strength met a rising digital tide.
In 2024, sports sponsorship in the U.S. underwent a dramatic evolution. Across the NFL, NBA, WNBA, MLB, MLS, and NHL, Relo Metrics tracked an unprecedented $11 billion in Sponsor Media Value (SMV). Broadcast still led the way, but digital channels significantly increased their share.
Despite linear TV’s continued strength—especially in leagues like the NFL and MLB—audiences are rapidly diversifying. More than 975 brands earned over $1 million in SMV, underscoring the scale of opportunity and competition across channels.
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Social platforms fueled explosive growth in fan engagement and sponsor exposure, generating:
This rise was driven by:
The sponsorship model has entered a new era where impressions alone aren’t enough. Today’s winning strategies are data-informed and outcome-driven. With the help of AI-powered tools, marketers are now able to track, evaluate, and optimize sponsorships in real time.
Rather than sticking to siloed metrics, brands are adopting cross-platform frameworks that prioritize:
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