Stock Market Ups and Downs: What’s Next for Sports Sponsorship?

As someone who works closely with sport and business, I've been keeping an eye on how today's financial markets are shaping sponsorship. The answer isn't straightforward, but it's fascinating.

When stock prices drop, companies often pause or rethink their sponsorship commitments. Puma, for example, has seen its share price slide to near a nine-year low, driven by weaker demand in the U.S. and China. Moves like this can make brands more selective with where and how they invest.
But if we zoom out, the bigger picture looks bright. The global sports sponsorship market is projected to double over the next decade, climbing from around $60 billion today to more than $130 billion by 2033. That growth shows how valuable sponsorship remains for building strong connections with fans.

Investors are also treating sports itself as an asset class. Formula 1 is a standout case—last year it generated $3.6B in revenue, powered by global audiences and creative partnerships. Even with short-term stock market dips, the long-term trajectory remains positive.

So while markets might bring short-term hesitation, the story of sports sponsorship is one of resilience and growth. It's still one of the most powerful tools for brands to engage audiences, build trust, and stand out in an uncertain world.