TOP 10 BIGGEST SPORTS SPONSORSHIP DEALS IN 2025

In today’s global sports industry, sponsorship deals are more than just logos on jerseys, they are billion-dollar lifelines that fund clubs, events, and even athletes. These mega-deals represent branding at its peak, connecting global brands to passionate audiences through football, motorsport, American football, and more. As of 2025, the figures are jaw-dropping, proving that commercial power now rivals athletic talent in shaping the sports world.

Here are the top 10 biggest sports sponsorship deals in 2025 ranked based on their confirmed annual values, longevity, and overall financial impact.

1. MANCHESTER CITY & PUMA – (£1 Billion)

In July 2025, Manchester City signed a record-breaking extension with German sportswear giant Puma, worth a staggering £1 billion over 10 years, that’s roughly £100 million per year. This isn’t just a kit deal; it includes merchandising, retail rights, and global branding partnerships. The deal cements City’s commercial dominance and makes Puma one of the most aggressive players in the football apparel market. As City’s global fan base grows, so does Puma’s influence, making this a mutually massive agreement that could reshape Premier League commercial benchmarks.

2. NIKE & NFL – ($200 Million per Year)

The NFL’s apparel deal with Nike remains one of the most lucrative in American sports. Estimated at $200 million annually, this agreement covers on-field uniforms, sideline gear, and retail apparel across all 32 NFL teams. The visibility of the NFL across global markets and Nike’s dominance in performance gear make this a perfect match. The partnership also extends into community initiatives and youth football programs, adding a layer of brand goodwill to the business. It’s a model for large-scale league-wide sponsorship done right.

3. LVMH & FORMULA 1 –( $1 Billion)

In late 2024, luxury powerhouse LVMH (owners of Louis Vuitton and Moët) signed a 10-year global partnership with Formula 1, replacing Rolex as the primary sponsor. Estimated at $1 billion total, this landmark deal aligns luxury with speed both iconic in their industries. Starting in 2025, LVMH will enjoy premium visibility across all F1 races, exclusive hospitality packages, and custom F1-themed luxury products. It represents a bold crossover between sport and high fashion, targeting elite audiences worldwide.

4. Amazon & UEFA CHAMPIONS LEAGUE – (STREAMING RIGHTS + BRANDING)

Amazon secured a massive sponsorship and streaming deal with UEFA for exclusive Champions League coverage in select markets. Although the official figures remain confidential, estimates suggest it’s well over $100 million annually, combining both media rights and heavy branding. Amazon’s involvement marks a shift toward tech-driven sports partnerships, as it continues to dominate sports streaming through Prime Video. The UEFA deal enhances Amazon's status as a future kingmaker in sports broadcasting.

5. QATAR AIRWAYS & NATIONS CHAMPIONSHIP – (£80 Million)

In early 2025, Qatar Airways agreed to sponsor the Nations Championship, a rugby tournament featuring top international teams. Valued at £80 million, the deal includes naming rights, broadcast branding, and official travel partnerships. It reflects Qatar's continued investment in global sports post-World Cup and underscores the growing international appeal of rugby. This long-term investment will enhance the tournament’s visibility and reinforce Qatar Airways' positioning as the go-to airline for elite sporting events.

6. REAL MADRID & EMIRATES – (€70 Million per Year)

Real Madrid’s long-standing partnership with Emirates continues to rank among the top football shirt sponsorships. Renewed in 2024, the deal brings in around €70 million annually, keeping Emirates front-and-center on one of football’s most valuable jerseys. It’s a sponsorship rooted in visibility, prestige, and legacy. Emirates also sponsors other major clubs and events, but the Real Madrid partnership stands as the crown jewel, combining global recognition with continuous on-field success.

7. BARCELONA & SPOTIFY – (€70 Million per Year)

FC Barcelona struck gold when they partnered with Spotify in 2022. By 2025, the deal remains one of the highest-paying shirt sponsorships in football, earning the Catalan club €70 million annually. Spotify not only brands the shirt but also holds naming rights for Camp Nou now called Spotify Camp Nou. This deal represents a unique intersection of sports, music, and digital marketing, helping both brands expand their reach to younger, tech-savvy audiences across the globe.

8. PSG & QATAR AIRWAYS –( €70 Million per Year)

Paris Saint-Germain’s shirt deal with Qatar Airways continues to bring in approximately €70 million annually. Qatar Airways has deep roots in sports sponsorship and PSG is its flagship partnership. The branding goes far beyond the jersey, covering training kits, stadium advertising, and digital media presence. This partnership is key to PSG’s ongoing effort to remain among Europe’s commercial heavyweights while promoting Qatar's aviation and tourism industries.

9. JUVENTUS & JEEP – (€69 Million per Year)

Juventus’ shirt sponsorship with Jeep, part of the Fiat-Chrysler group, is valued at €69 million per season, making it one of Serie A’s richest commercial agreements. The deal emphasizes strong Italian branding and corporate synergy, as both Juventus and Jeep are owned by the Agnelli family. The partnership boosts Jeep's presence across global football markets while reinforcing Juventus’ ability to compete financially with Europe’s elite.

10. TOTTENHAM HOTSPUR & AIA – (£40 Million per Year)

Rounding off the list is Tottenham Hotspur’s partnership with AIA, an insurance giant based in Asia. The deal brings in around £40 million per year, placing Spurs among the Premier League’s top earners in shirt sponsorship. The agreement is notable not just for its value but also its longevity, stretching over a decade and deeply rooted in community health initiatives across Asia. It’s a blend of brand visibility and corporate responsibility, showing that even insurance can be a football powerhouse.

From billion-pound kit deals to luxury brand partnerships and digital takeovers, 2025 proves that the business of sports has become as intense as the competition on the field. These deals aren’t just financial records, they are strategic statements, setting the tone for what fans, players, and investors can expect in a future where branding and sports are inseparable.