4 changes taking place in sponsorships and partnerships

As global brands navigate an ever-evolving marketing landscape, the WFA x Lumency Global Sponsorships and Partnerships 2025 report reveals a sector in transformation.

Compiling insights from over 40 leading brand owners and representing over $8.2billion in sponsorship investment, this study delivers the latest snapshot of how sponsorships are driving brand relevance, reach, and return.

1. Sponsorship investment rebounding

Investment in sponsorships, amongst our sample, was on the rise again in 2025. On average, 11% of brands’ marketing budgets are now directed towards sponsorship and activation.

Optimism for future growth is climbing: those expecting budget cuts over the next 2-3 years have nearly halved from 31% to 17%. This signals a renewed confidence in the business value of strategic sponsorships.

2. Culture and passion on the rise

While sports still dominate, brands are rapidly broadening into music, arts, and community platforms. Remarkably, the number of brands investing in music and arts has doubled since 2023, reflecting a wider industry pivot toward cultural relevance and authentic engagement with newer audiences. Today, the average brand activates across 2.2 categories, up 73% from two years ago.

3. Measurement challenges endure

ROI measurement remains the sector’s biggest pain point. Less than 1% of sponsorship budgets are typically dedicated to measurement, and nearly three-quarters of practitioners cite ‘measurement and demonstrating ROI’ as a top challenge.

The focus of measurement continues to focus on brand metrics such as awareness (84%) and consideration (65%), rather than commercial attribution or sales impact.

4. Increased governance and rigour

With increased stakes, governance structures are tightening. Over half of respondents have established formal sponsorship governance models, ranging from global oversight to agency-led solutions. Valuation frameworks, driven by media value or benchmarking, are more common, ensuring brands secure alignments that fit both objectives and budgets.

Sponsorship is transforming. It’s no longer just about presence; it’s about influencing culture with partnerships that deliver brand and business performance with measurable impact.

Find out what this may mean for you

WFA members can download the full study here, which goes into greater detail on evolving approaches to measurements, strategy and challenges. 

A webinar with Lumency on the findings from the report can also be viewed here.

WFA members can also join an interactive workshop with Lumency and WFA in January. Just let us know if you would like to attend.