As 2025 draws to a close, the sports business industry stands at a pivotal moment. Rightsholders, brands, and agencies are all looking towards the new year, questioning where the next significant wave of sponsorship investment will originate and which sectors will lead the industry dialogue. According to Sam Galet, Executive Vice President of Brand Partnerships at global sports marketing giant IMG, three major trends are set to define sponsorship strategy and deal-making in 2026.
From Novelty to Necessity: The AI Expectation
Artificial intelligence has firmly moved past the experimental phase and is now considered essential. In the coming year, the focus will shift from debating whether to use AI to scrutinising how effectively it is deployed. For rights holders and agencies, AI tools are already revolutionising operations by accelerating research, refining prospect targeting, automating calendar management, and streamlining the creation of sales presentations.
For fans, AI is being integrated throughout the consumer experience, from personalised content to chatbots handling ticketing queries. The next frontier involves embedding AI directly into the sport to generate insights, enhance narratives, and surface data that genuinely improves the viewing experience.
A prime example is the partnership between the UFC and IBM. By using AI to scale insight generation across more than 40 live events, IBM helped achieve a three-fold increase in insight volume, enabling faster and more intelligent content creation. In 2026, brands will demand this level of sophistication, and properties that can demonstrate clear AI-driven value will gain a competitive edge.
Prediction Markets: The New Frontier of Fan Engagement
Prediction markets are building considerable momentum, transforming how audiences interact with live sport. These platforms allow users to trade on event outcomes in a manner similar to financial markets, turning passive watching into active participation. The growth of daily fantasy sports and wider legalisation of sports betting has paved the way for this evolution.
In the United States, platforms like Kalshi and Polymarket have taken early leadership positions, securing league partnerships with entities such as the NHL and the UFC, with more deals anticipated. Their appeal is undeniable: they drive deeper engagement, extend session times, and create novel connections between data, content, and community.
For rights holders, the 2026 opportunity lies in thoughtful integration. Expect more experimentation with how prediction markets are activated within broadcasts, digital platforms, and sponsorship programmes, moving them from a novelty feature to a core component of fan utility.
The Commercial Ascent of Women's Sport
Investment in women's sports is increasingly being driven by commercial performance, not just corporate values. Throughout 2025, brands significantly expanded their commitments to women's properties to build balanced sponsorship portfolios and access fast-growing, dedicated audiences. This momentum is set to continue unabated.
Leagues including the NWSL and WNBA in the US, alongside the WSL in the UK, are expanding their commercial foundations at a remarkable rate. A landmark deal this month between Mercedes-Benz and the WTA, which IMG helped facilitate and covers a global portfolio of 1000, 500, and 250-level events, underscores the scale and ambition now associated with women's sports sponsorships.
The conversation in 2026 will progress from "why invest" to "how to maximise impact." Brands will seek integrated, long-term platforms that deliver both cultural relevance and tangible commercial returns.
Strategic Convergence for the Year Ahead
Collectively, these trends point towards a more sophisticated sponsorship ecosystem where technology, fan participation, and purpose converge. The organisations that will thrive in 2026 are those that act decisively, plan strategically, and craft partnerships that deliver substantial value far beyond simple logo placement.
