Business spending on sports sponsorship is set to grow by 4% to £35bn globally in 2019, according to a new report.
But rights-holders, such as leagues, teams or tournaments, are under-exploiting sponsorship deals, according to research from agency Two Circles.
It says that there could be an extra £14bn in revenues being unrealised because of outdated rights packaging.
It also says sport has to move beyond backers such as carmakers, financial services, airlines and gambling.
Two Circles predicts spend on sponsorship will increase by 6% on average year-on-year between 2020 and 2024 to hit £48bn overall by the end of the period.
Via BBC / Two Circles
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