Sports Sponsorships Are Scoring Big With Younger Audiences

If you’ve cut the cord, joined the streaming wave, or found yourself hooked on pickleball (you’re not alone), you’ve probably noticed something: sports still bring people together like nothing else. And brands? They’re paying attention. A new Forrester report shows that 40% of CMOs are planning to pour more money into sports sponsorships in 2025, with nearly 30% jumping in for the first time.

Why? Because sports are one of the last big “live” events that keep audiences glued to the screen in real time. But there’s a catch—while the energy is high, 76% of marketers admit they’re struggling to figure out exactly what their ROI looks like.

Gen Z: The Sponsorship Superfans

Football may still be king (though an $8 million Super Bowl ad might make your CFO faint), but younger audiences are shifting toward streaming and discovering new sports. Almost half of Gen Z prefer to watch on streaming platforms compared to just 15% of boomers, and their tastes are more adventurous too. Pickleball is the fastest-growing sport in America, cricket is drawing fresh fans, and women’s sports are finding a bigger stage with younger viewers.

Here’s where it gets really fun: Gen Z isn’t just watching differently, they’re shopping differently. Forty-two percent say they trust brands more when their favorite athlete uses them, and almost half would choose a product from a company that backs their favorite team. Compare that to boomers, who are far less swayed by sponsorships, and it’s clear who’s driving the future of sports marketing.

Image by Luciano Oliveira

It’s About Partnerships, Not Just Logos

While slapping your logo on a stadium or scoreboard might get a little attention, Forrester says it’s not enough. The real wins come from co-created partnerships—where brands, athletes, and teams work together to build something memorable. Think less about filling ad space and more about crafting experiences that make fans feel like they’re part of the action.

At the end of the day, sports sponsorships are about connection. Whether it’s a Super Bowl moment, a pickleball rally, or a women’s championship game on streaming, fans want authenticity. And the brands that get it right? They’ll be the ones scoring big with the next generation of sports lovers.