Combined spending on new sponsorship deals and renewals across the Premier League, LaLiga, Serie A, Bundesliga, and Ligue 1 has reached $1.1bn only three months into the 2025/26 football season, according to new analysis from Ampere. With first-time sponsors now driving over half of new deals, our data suggests the European football sponsorship market’s health is not only holding up — it’s broadening.

Sectors whose share of all newly signed or renewed sponsorship deals has risen since last season include Financial Services, Drinks, Automotive and Sports Apparel. Indeed, just three months into the 2025/26 season, trading, foreign exchange services, household goods, and luxury clothing companies have already signed more new sponsorship deals than the entire 2024/25 season.

Meanwhile, first-time sponsors (new to European football since 2021/22) account for 53% of all newly signed deals for 2025/26, with notable newcomers including Robinhood, BYD, Vodafone, Visit Maldives, Louis Vuitton, and Stanley 1913.

On average, 76% of sponsorship spend across the five European leagues comes from international investors (companies headquartered outside the league’s home markets). In the Premier League, Serie A and Ligue 1, that international share has grown year-on-year, with the Bundesliga the only league where local sponsors are in the majority.

Ampere estimates that Adidas alone has increased its spend on kit supplier deals by over $100m for the 2025/26 season, cementing the German sportswear brand as the highest-spending sponsor across the five European leagues.

Sponsorship is an increasingly important revenue stream for clubs and leagues tackling stagnating media rights revenues. Banking $1bn on new sponsorship deals in the first three months of the 2025/26 is a huge positive for the industry and indicates that many brands view European football sponsorship as a viable solution in the face of challenging macroeconomic conditions.