Sports Marketing Trends in Banks and Financial Markets in 2025
Sports Marketing Trends in Banks and Financial Markets in 2025
Sports Marketing Trends in Banks and Financial Markets
In 2025, sports marketing will become a key communication channel for banks and financial institutions.From sponsorship of football clubs and basketball leagues to integration into esports and digital platforms, banks are moving beyond traditional advertising, turning sports into a tool for building trust and attracting customers.
Context and development of sports marketing
The financial industry has traditionally relied on media advertising and traditional promotional channels. However, with declining trust in banks and increased competition in the market (especially from fintech startups), attention has shifted to sports.According to Nielsen Sports (September 2025), over 70% of fans have a positive attitude toward brands that support their favorite clubs. This makes sports an effective way to build emotional connections.
Importance for banks and financial companies
Banks are striving to integrate into society, and sport has become a universal platform for this:Football and basketball are traditional sponsorship deals. For example, Santander extended its partnership with La Liga in Spain in 2025.
Esports is rapidly growing in Asia. Banks in South Korea and Japan are investing in esports teams to attract a younger audience.
Local initiatives – regional banks support marathons, hockey clubs, and children's sports schools, which increases their social significance.
Sports Marketing Trends in Banks and Financial Markets in 2025
Strategies and tools
A digital-first approach. Banks are creating apps with activations, quizzes, and bonuses for participating in sporting events.NFTs and Web3. In 2025, Deutsche Bank tested the issuance of digital trading cards in collaboration with a Bundesliga football club.
Social engagement. In Europe and the US, sponsorship of women's sports is becoming a trend: Mastercard and Barclays actively support women's football tournaments.
Esports and finance. Asian banks are integrating with Twitch and YouTube Gaming, promoting their products to an audience aged 18–30.
Cases
Europe: BNP Paribas in France supports tennis through its sponsorship of Roland Garros and has integrated financial services directly into the tournament's mobile app.
US: Bank of America will partner with the NBA in 2025, launching a cashback promotion for ticket purchases.
Asia: In China, ICBC invested in sponsorship of the CBA basketball league and simultaneously created a product for young clients – the “Fan Account”.
Analytics and forecast
According to a Deloitte report (August 2025), global banking spending on sports marketing will grow by 15% in 2025–2026. The key growth drivers are digital activations, esports, and the integration of the ESG agenda through support for youth and women's sports initiatives.Experts predict that by 2027, sports marketing will become a standard part of the marketing strategy of most large banks, and companies without sports activities will lose out to competitors.
Conclusion
Sports marketing is no longer a niche tool – it's becoming the core of communications for banks and financial companies. Those who combine traditional sponsorship with digital solutions and social responsibility are winning.
Sports marketing is no longer a niche tool – it's becoming the core of communications for banks and financial companies. Those who combine traditional sponsorship with digital solutions and social responsibility are winning.
Written by Ethan Blake
September 25, 2025
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