Fan tokens and sports NFTs raised hundreds of millions and lost most of their value. This article examines what failed, what regulators did, and the membership, streaming, fantasy and loyalty products that actually monetise fans in 2026.
Startup · Topic
Sponsorship, Betting & Fan Monetisation
The sponsorship market, shirt and naming-rights pricing, the betting economy, merchandise and licensing, and digital fan monetisation.
- 5 guides
- Updated Oct 31, 2026
Latest in Sponsorship, Betting & Fan Monetisation
Merchandise and Licensing: The Retail Side of Sport
Licensed sports merchandise reached $44.4 billion in 2025. This guide explains kit-supplier guarantees and royalties, the biggest deals, Fanatics’ role, and whether clubs should run retail in-house or license it out.
The Sports Betting Economy and Its League Partnerships
Sizing the sports betting economy in 2026 with H2, AGA and Gambling Commission data, explaining how money flows to leagues through sponsorship, data rights and levies, and why prediction markets and advertising bans are reshaping it.
Shirt Sponsorship and Naming Rights: Pricing the Logo
From Real Madrid’s €100 million Emirates shirt to $700 million arena names, this guide explains how shirt sponsorship and naming rights are valued, what the sponsor gets, and what happens when a category is banned.
How Big Is Sports Sponsorship, and What Does a Deal Buy?
Sports sponsorship rights fees reached about $39 billion in 2025. This guide sizes the market with NFL, Formula 1, Premier League and Olympic data, explains who buys, what a deal actually includes and how fees are priced.
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