The National Football League (NFL) is not just America’s most-watched sports league — it’s also a commercial juggernaut that draws in blue-chip brands across multiple sectors. As of the 2023-24 season, team sponsorship revenue hit $2.35 billion, representing a 15 percent increase year-over-year. That figure underscores how much money is flowing into the league beyond media rights and ticket sales.
Within this ecosystem, betting and gaming companies are increasingly prominent. For example, DraftKings was identified by SponsorUnited as one of the top advertisers during NFL games, alongside telecom and insurance giants.
Leading League-Level Partnerships
Nike – Apparel & Uniform Supply
Long regarded as the NFL’s most iconic sports apparel partner, Nike provides uniforms and sideline gear for all 32 teams. GlobalData estimates that this deal is worth around $200 million per year, making it the largest apparel-related sponsorship in global sport.
The value of this deal extends far beyond just exposure. Nike benefits from merchandise sales, while the league enjoys a consistent and highly visible brand presence across every team.
Verizon – Telecom Anchor
Verizon has been a long-time official wireless telecommunications partner of the NFL. According to older data, it committed around $720 million over four years in a past deal, making it one of the most substantial telecom investments in the sport.
More recently, Verizon remains a top-tier sponsor, not only at the league level but also via team and in-game advertising. Its broad reach and customer base align naturally with the demographic intensity of NFL audiences.
Anheuser-Busch (Bud Light) – Alcohol Category
Anheuser-Busch, best known in the NFL context for Bud Light, remains one of the league’s most visible partners. MarketCast’s research (in collaboration with the Sports Business Journal) reports that Bud Light saw a 10 percent year-over-year rise in fan recognition, making it the fastest-growing sponsor among top partners.
This deal thrives because beer, specifically Bud Light, is deeply connected to the fan experience: in-venue signage, tailgating activations, broadcast ads, and more.
Gatorade (PepsiCo) – Sports Nutrition
Gatorade has perhaps the most enduring league relationship in the NFL, going back decades. It’s been tracked that 62 percent of NFL fans correctly identified Gatorade as a league sponsor for the most recent season.
From a business perspective, Gatorade’s brand fits naturally with football culture — replenishment, endurance, and performance — making this partnership very sticky.
Microsoft – Technology & Computing
Microsoft’s deal with the NFL covers Surface tablets, Windows, and various tech infrastructure uses. Globally, Microsoft has been one of the few tech giants to align so deeply with the league. According to a league-partner summary, Microsoft’s sponsorship was previously quoted at around $80 million per year.
These activations extend into team-level technology, analytics, and even fan experiences, reinforcing Microsoft’s image as a key digital enabler for professional sports.
Emerging and Strategic Partners
Beyond the traditional heavyweights, newer deals are reshaping the NFL’s commercial landscape:
- Ticketing and Gaming: SponsorUnited data shows that ticketing (for example, via SeatGeek) and gaming companies have played a major role in driving the recent surge in sponsorship revenue. In fact, ticketing category growth is one of the key drivers of the overall sponsorship increase.
- Luxury and Lifestyle: In 2025, the Swiss watchmaker Breitling entered into a multiyear global deal to become the NFL’s “Official Timepiece Partner.” While financial terms were not disclosed publicly, analysts estimate the deal could be worth up to $30 million annually.
- Insurance and Professional Services: According to IEG’s 2024-25 sponsorship snapshot, insurance is one of the top brand categories in terms of number of deals, and technology spending (across league and team partnerships) totals over $435 million.
Impact, Activation, and Fan Engagement
Recognition & Longevity
Some of the most successful NFL sponsors are those with deep historical roots, like Gatorade, Visa, and Bud Light. Their long-term commitment has translated into fan familiarity. A study showed that sustained partnerships lead to higher ad recall and brand trust among fans.
Activation Innovation
Brands are no longer just passive sponsors. Ticketing and gaming companies, for instance, use digital activations, in-stadium experiences, and social media campaigns to drive engagement. Meanwhile, Microsoft supports real-time data analytics and digital content that enhances both team operations and fan-facing activities.
Revenue Growth and Strategic Categories
The 15 percent year-on-year jump in team sponsorship revenue reveals a clear trend: the NFL is diversifying its sponsor base into growth sectors like gaming, healthcare, and automotive. Telecom remains strong, but the rise of new categories shows that brands see long-term value in aligning with the league.
The NFL’s biggest brand partnerships are not just about slapping logos on jerseys or stadiums. They are strategic alliances rooted in shared audience demographics, deep fan engagement, and multichannel activation. With league-level sponsorship revenues climbing into the billions, it is clear why companies like Nike, Verizon, Anheuser-Busch, and Microsoft continue to invest so heavily. Newer players like gaming platforms and luxury watchmakers are also proving that there is room for innovation and growth on and off the field. Whether through tech, ticketing, or tradition, the NFL remains a uniquely powerful marketing vehicle — and its partnerships reflect that strength.
