Budweiser/Bud Light and Goodyear top the list of the most recognized sponsors in sports, according to new findings from MarketCast’s Sponsor Breakthrough Study. Both brands have maintained long-term partnerships, beginning in 2011 and 2000 respectively. Their continued presence shows how consistency and alignment with major leagues help keep sponsors top of mind with fans.
Most Recognized Sponsors in Sports
This year’s results highlight the impact of strong, well-positioned sponsorships:
- 72% of fans recognize Budweiser/Bud Light as the official beer sponsor of the NFL, a 5% increase compared to last year.
- 64% of fans associate Goodyear with NASCAR as its official tire sponsor.
- Gatorade ranks among the top five, with 63% recognition in the NFL, and the highest sponsor awareness in both MLB (61%) and the NBA (60%).
Recently added to the study, NFL sponsor Nike made a strong showing in its first year, becoming the league’s third-most recognized partner and surpassing established names like Pepsi and Visa.
Women’s Leagues Continue to Gain Momentum
Sponsor recognition is not only growing among individual brands, but also increasing across entire leagues, particularly in women’s sports.
The NWSL now matches the NFL in average sponsor awareness, with 41% aided recognition. This growth reflects the league’s rising viewership and the addition of several high-profile sponsors.
Other women’s leagues are also seeing strong results:
- The WNBA slightly leads the NBA in sponsor awareness, with 30% compared to 29%.
- Women’s NCAA March Madness trails the men’s tournament by just one point, at 65% versus 66%, likely due to a drop in viewership following the graduation of key players such as Caitlin Clark and Angel Reese.
Stay tuned for more insights as we unpack this season’s most recognized (and impactful) sponsorships in sports, including league-specific insights and winning trends across the landscape. To learn more about MarketCast’s leading Sponsor Breakthrough Study, contact us below:
MarketCast’s Sponsor Breakthrough Study is the longest-running sponsorship tracking study in North America. Now in its 18th year, it measures over 300 brands across 35 categories and all major U.S. sports leagues. The study helps rights holders and sponsors evaluate sponsorship performance and improve future campaigns.