In the world of sports, money doesn’t just come from ticket sales or merchandise—it comes from massive sponsorship deals. These partnerships are worth hundreds of millions (sometimes billions) of dollars and are essential to how sports teams, athletes, and events operate today. In this blog, we’ll break down the top 10 most expensive sports sponsorship deals of all time, updated for 2025.
Let’s dive into the biggest and boldest brand partnerships in sports history.
1. Nike’s $1.3 billion partnership with Michael Jordan
The collaboration between Michael Jordan and Nike, which started in the mid-1980s, has grown into one of the most profitable and iconic deals in sports history. What began as a risk for Nike turned into a global empire with the launch of the Air Jordan brand. Over time, the partnership has earned well above $1.3 billion, making it a defining example of how athlete branding can reshape both sports and fashion.
2. Adidas and Manchester United – $1.29 Billion Over 10 Years
In a landmark agreement signed in 2014, Adidas became the official kit supplier for Manchester United, one of the world’s most popular football clubs. The 10-year deal was worth a staggering $1.29 billion, reflecting the club’s global fan base and commercial influence. This sponsorship is not just about apparel—it represents a deep integration of branding, merchandising, and global market reach.
3. An investment of $450 million is made by Aramco in Formula 1
Saudi Aramco, one of the largest oil companies in the world, entered into a long-term deal with Formula 1, estimated to be worth around $450 million. This agreement includes extensive brand visibility at races and joint projects focused on innovation and sustainability. It’s a strategic move by Aramco to align itself with global sports and promote its tech-forward image on an international stage.
4. Federer’s $300 million Uniqlo deal
In 2018, tennis icon Roger Federer signed a groundbreaking sponsorship deal with Japanese clothing brand Uniqlo, reportedly valued at $300 million over a 10-year span. The agreement was unique because it extended beyond his playing career, positioning Federer as a long-term brand ambassador. The deal highlights how global athletes are viewed as lifestyle influencers as much as sports figures.
5. Nike & NBA – $350 Million
Nike renewed its official apparel partnership with the NBA, giving it exclusive rights to design and supply team jerseys. This deal, worth around $350 million, ensures Nike branding is seen across all 30 teams and deepens the company’s roots in basketball.
6. Adidas & Paris 2024 Olympics – $400 Million
For the Paris 2024 Olympics, Adidas committed to a sponsorship estimated at $400 million. The brand aims to promote sustainability and innovation through this partnership, supplying eco-friendly sports gear and athlete uniforms.
7. Coca-Cola & FIFA – $500 Million
Coca-Cola has been a long-time partner of FIFA, and its recent extension is valued at over $500 million. The deal secures Coca-Cola’s place at future World Cup tournaments, further strengthening its presence in global football.
8. Rolex & Formula 1 – $500 Million
Luxury watchmaker Rolex continues to be the official timekeeper of Formula 1, and its sponsorship is worth around $500 million. The partnership connects speed, precision, and prestige—key qualities both brands represent.
9. TikTok & Bundesliga – $180 Million
TikTok has entered the sports scene in a big way with a multi-year content and branding deal with Germany’s Bundesliga, worth approximately $180 million. This reflects how digital platforms are becoming key players in sports marketing.
10. Revolut & Manchester United – $250 Million
In one of the newest entries to the list, fintech company Revolut secured a front-of-shirt sponsorship with Manchester United, reportedly valued at $250 million. This marks a growing trend of tech firms replacing traditional betting companies on sports kits.
