Sports sponsorships are big business. Entire teams and leagues stake their fortunes on the ability to engage with sponsors willing to help them fund their operations. Thus, the heavy emphasis on data-driven sponsorship strategies in the modern digital world. But all the data in the world will not help if a team ignores the fundamental principle of giving fans what they want.
If anyone needs proof, they need look no further than Major League Soccer (MLS). Among all major sports leagues in this country, MLS ranks fifth in terms of total revenues despite being first in team sponsorships. MLS has long struggled to gain a foothold in the U.S. among fans whose loyalties belong to the NFL, NBA, and MLB.
However, something changed in 2024. MLS managed to recruit one of the biggest names in global soccer: Lionel Messi. Messi’s presence had an immediate impact on both attendance and fan engagement. What the league experienced this past season is proof that giving fans what they want is the key to making sports profitable. It is also the key to recruiting sponsors.
MLS Sponsorships Were Up 13%
Messi joined the Miami Herons in July 2023. Forbes reports that he had an immediate impact on ticket sales and sponsorships. The team managed to generate $55 million in sponsorship revenues for 2022. In 2024, sponsorships exploded to $200 million. However, the Herons were not the only ones to benefit from Messi’s arrival.
Sponsorships all across MLS are up significantly. From the 2022 season through the end of 2024, sponsorship revenues were up 44%. They were up 13% this past season alone. Most of the increase is either directly or indirectly related to the Messi signing.
Fans and Teams Are Excited
A deeper reading of the Forbes piece clearly shows both fans and teams are excited about Lionel Messi playing for MLS. Miami fans clearly want to see their new favorite son when he plays at home. And when the Herons are on the road, fans in other markets come out to see him.
Other teams, particularly the league’s older clubs, have been reinvigorated by the Messi signing. Forbes reports a renewed effort among team marketing departments to reach out and engage with fans while simultaneously pursuing more lucrative sponsorship deals.
It all makes perfect sense when you understand the fan mindset. Sports fans are not all that thrilled to spend hard-earned money on entertainment that does not captivate them. Give them an entertaining product on the pitch, and they will respond accordingly.
Sponsors Want Happy Fans
It doesn’t take a rocket scientist to figure out what sponsors want, either. If sponsors are going to attach their brands to a team or league, they want fans to be excited and loyal. They want to see enthusiasm, interest, and engagement.
All of this is to say that data-driven sponsorship strategies should always be fan-focused. Fans should be the top priority. At KORE, where sports marketing software and data intelligence are king, marketing experts invest a lot of time and effort trying to understand fans. They develop solutions that track fan interests, behaviors, and statistics. They create tools to enhance the fan experience.
KORE invites teams and leagues to learn more about their sports marketing software and data intelligence solutions. In the meantime, Lionel Messi should continue to draw plenty of interest for as long as he plays in MLS. It is up to teams and promoters to figure out how to translate that into fan interest. And if they can do that, sponsorship deals will take care of themselves.
