caytoo’s latest monthly analysis reveals some key findings from 350 November sponsorship deals announced around the world that month

Most active sectors

Alcohol, Gambling and Insurance were the most active sponsors in November, and all saw a noticeable increase in the share of deals they accounted for.

Alcohol, a sector that favours category-type deals (e.g. Official Beer), over-indexed on choosing Multisport properties (such as Red Stripe x the Jamaica Olympic Association) and Music rights holders (such as Eisenbahn beer x Paul McCartney’s tour in Brazil).

Interestingly, virtually all Alcohol’s football deals this month were due to a Local Connection with the rights holder, as most deals involved smaller properties. Alcohol also noticeably over-indexed on doing deals to engage fans, such as Barefoot Wine’s deal with the NFL to help introduce wine more heavily into the gameday experience.

Gambling’s share of deals doubled in November and is almost entirely centred around sport. Hence why Gambling over-indexes significantly on doing deals to engage fans as their business is so ingrained with the sporting experience. This month, Gambling over-indexed most on Cue Sports, with various deals including duelbits x The World Nineball Tour.

Insurance’s higher activity was led by health insurance firm Humana who undertook four deals – all in the US’ fastest-growing sport, Pickleball. The aim being to promote active and healthy lifestyles, particularly among older people. This link between sport and healthy lifestyles explains why Insurance is one of the sectors most reliant on sports – accounting for 94% of all deals this month. This is also why Insurance heavily over-indexes on doing deals to showcase how they benefit society (i.e. Social Impact) around encouraging people to live more active/healthy lifestyles.

Alongside Humana, two other brands also undertook four deals: CaixaBank – one of Spain’s largest banking and insurance groups – x various properties; and Alsco Uniforms, a US B2B provider of linen and uniform-rentals, x four NBA teams.

Which properties did well

Music, Basketball and Motorsports rights holders had a particularly good November, all seeing a noticeable increase in the share of deals they accounted for.

Music was led by the Latin GRAMMY’s (being held in Spain) which secured high-profile sponsors including Mastercard, Uber and Ford. As mentioned, Basketball benefited from the run of deals by Alsco Uniforms and Gambling brands including bet365.

Motorsports continued to mine Software and Auto Components very well; two sectors to which the sport is intrinsically linked (software in the sense of technology and innovation). Motorsports also continues to significantly over index on attracting sponsors who want to achieve Brand Awareness – be it Formula 1’s global reach or the domestic reach of teams in national championships such as the likes of German Touring Cars, British Superbikes or Australian Supercars.

caytoo’s full November sponsorship deals also includes reported deal values and our pick of 15-20 deals of a particular interest this month, such as major brands making a relatively rare foray into the world of sponsorships in recent times.