• by Wayne Friedman , 6 hours ago

Adding to its fortunes of still growing national TV advertising revenue from major brands, NFL team sponsorship revenue has grown 8% in the last season to $2.7 billion, according to SponsorUnited.

The league has added 440 new brands across all its teams.

The largest category continues to be financial brands, totaling around $310 million. It grew by $15 million versus the previous season -- with 37 new deals from Visa, Cash App, Shift4 and others.

This year the Washington Commanders had the biggest gains among new financial brand deals.

Ticketing businesses for events -- including TickPick and Vivid Seats brands -- is the next ad category at $260 million.

Technology companies are the fastest-growing segment, now at around approximately $110 million.

Technology brands grew $21 million from the previous year -- 88 deals including those from Microsoft, Cisco Systems, and Evolv each with $1 million plus campaigns.

Microsoft’s Copilot technology was a major tech brand. Copilot devices are used across all 32 teams for team game film, and real-time analytics that support coaching, scouting, and operations.

Sponsorship activations were in product placement, integrated website and other digital and app video.

Other most active brands of the year included Gatorade, Sony, Bread Financial, Fast Twitch Energy, EA Madden Series and Ticketmaster.

SponsorUnited analysis comes from brand sponsorships, endorsements, and social engagement across the NFL and its athletes for the 2025 season, encompassing more than 3,100 brands, 3,700 deals, and 36,000 social posts.