The National Football League generated $1.47 billion in total sponsorship revenue for the 2019-20 campaign, according to figures from sponsorship consultancy IEG. That was a 5.9 percent increase over the previous season. The season concluded on schedule with Super Bowl LIV on February 2, 2020, in Miami Gardens, Florida, where the Kansas City Chiefs defeated the San Francisco 49ers. IEG confirmed the figure as the final number for the campaign.
League-level sponsorship deals accounted for roughly $700 million of the total. Team-level deals contributed about $590 million, and venue naming-rights agreements added roughly $180 million. The technology sector was the largest sponsorship category, with spending of approximately $300 million. The season also marked the NFL's 100th season branding, which influenced sponsor activations across the league.
This campaign became the last pre-pandemic benchmark. COVID-19 severely disrupted sponsorship activations and revenue for the following season. The Raiders completed their relocation to Las Vegas and began playing at Allegiant Stadium in 2020-21. The Rams and Chargers moved into SoFi Stadium that same season.
Revenue breakdown: league, teams, and venues
How the $1.47 billion split
The sponsorship total split across three tiers. League-level deals, negotiated centrally by the NFL, generated roughly $700 million. These included partnerships with brands such as PepsiCo, Verizon, and Anheuser-Busch InBev. Team-level deals, which individual franchises negotiate directly with local and national brands, accounted for about $590 million. Venue naming-rights agreements contributed roughly $180 million.
The 5.9 percent year-over-year growth aligned with the league's broader revenue trends. The NFL's central sponsorship revenue had been rising steadily as the league opened categories that were previously restricted. The 2019-20 campaign saw the first full year of activation for several new partnerships, including the league's first official casino sponsor.
The two stadium deals that reshaped the venue tier
Two major stadium agreements, both announced during the campaign, shaped the venue naming-rights segment. SoFi Technologies secured the naming rights for the Rams and Chargers stadium in a 20-year deal announced in September 2019, valued at a reported $400 million. Allegiant Air secured the naming rights for the Raiders' new Las Vegas stadium in a deal reported in August 2019. Neither venue opened until the 2020-21 season, but the agreements were signed during the 2019-20 campaign. Check IEG's latest reports for current pricing bands, as naming-rights deals are renegotiated periodically.
Technology became the largest sponsor category
The technology sector spent approximately $300 million on NFL sponsorships during the 2019-20 campaign, making it the largest category. That figure covered league-level partnerships, team deals, and venue naming-rights arrangements.
Verizon was a prominent league sponsor, holding the "Official 5G Partner" designation. The telecom company also streamed in-market games on mobile via the NFL app, a capability that required significant infrastructure investment. Other technology brands held individual team deals, though the exact number of team-level tech partnerships was not disclosed.
The rise of technology spending came as traditional categories like automotive and beer saw their relative share decline. Anheuser-Busch InBev remained a long-standing league partner, but its exclusivity was adjusted to allow the league to sign sports-betting deals. That change opened the door for a new category that would grow rapidly in subsequent campaigns.
PepsiCo and Verizon led the league-level renewals
PepsiCo renewed its league-level sponsorship in 2019, extending a relationship that began in 2002. The renewal covered the company's portfolio of brands, including Pepsi, Gatorade, and Frito-Lay. Terms of the renewal were not disclosed, but the deal maintained PepsiCo's position as one of the NFL's longest-tenured corporate partners.
Verizon held the "Official 5G Partner" designation for the 2019-20 campaign. The company's sponsorship included streaming rights for in-market games on mobile devices via the NFL app. Verizon had been an NFL partner since 2010. Its 5G designation reflected the league's push to align with emerging technology.
These league-level renewals contributed to the roughly $700 million total for central sponsorship deals. The NFL's ability to command premium pricing from its top-tier partners reflected the league's strong viewership numbers and cultural relevance.
First official casino sponsor and sports betting data deals
The NFL signed its first official casino sponsor, Caesars Entertainment, in January 2019. The deal activated fully during the 2019-20 campaign, marking a significant shift in the league's approach to gambling-related partnerships. The NFL had long prohibited any association with casinos or sports betting. The 2018 repeal of PASPA opened the door for a new category.
The league also signed a multi-year partnership with Sportradar in 2019 for official data distribution to sports betting operators. That deal gave Sportradar rights to distribute NFL game data to licensed sportsbooks. The partnership allowed the NFL to monetize its data while maintaining control over how it was used.
The Caesars and Sportradar deals were relatively small in absolute revenue terms compared to the league's established partnerships. But they represented a structural change in the NFL's sponsor portfolio. The sports betting category would grow substantially in the years following the 2019-20 campaign.
Beer category exclusivity adjusted for new partners
Anheuser-Busch InBev's shifting terms
Anheuser-Busch InBev remained a long-standing league partner during the 2019-20 campaign. The brewer had held exclusive rights within the beer category for decades. But the league adjusted that exclusivity to allow the NFL to sign sports-betting deals. The change reflected the league's calculation that the revenue from opening the gambling category exceeded the value of maintaining beer exclusivity.
The beer category's spending levels were not disclosed separately by IEG. But the category had historically been one of the largest in NFL sponsorship. Anheuser-Busch InBev's partnership included rights to the Super Bowl and the league's official beer designation.
The adjustment to the exclusivity arrangement did not result in any publicly reported disputes between the league and Anheuser-Busch InBev. The brewer continued to activate around NFL properties during the campaign.
Raiders relocation reshaped Las Vegas sponsorship dynamics
The final Oakland season
The Oakland Raiders played their final season in Oakland in 2019 before relocating to Las Vegas and Allegiant Stadium in 2020. The impending move affected sponsorship dynamics for the franchise. Allegiant Air secured the naming rights for the Raiders' new Las Vegas stadium in a deal reported in August 2019. The airline committed to a long-term naming-rights agreement for the stadium, which opened for the 2020-21 campaign.
A new corporate market
The Raiders' relocation also influenced team-level sponsorship sales. The move to Las Vegas gave the franchise access to a new market with significant corporate presence, particularly in the hospitality and entertainment sectors. The team's sponsorship portfolio expanded as it prepared for the new stadium opening.
The relocation was among the most consequential franchise moves in NFL history. The Raiders had played in Oakland for most of their history. The move to Las Vegas represented a complete geographic and economic shift.
Rams and Chargers secured SoFi Stadium naming rights
The largest naming-rights deal in league history
The Los Angeles Rams and Los Angeles Chargers played their final season at the Los Angeles Memorial Coliseum and Dignity Health Sports Park, respectively, before moving into SoFi Stadium in 2020. SoFi Technologies secured the naming rights for the Rams and Chargers stadium in a 20-year deal announced in September 2019, valued at a reported $400 million. At the time, it was the largest naming-rights agreement in NFL history.
New inventory for both franchises
The stadium was built to host both teams, making it a unique arrangement in the league. The naming-rights agreement contributed to the roughly $180 million total for venue deals across the league. The Rams and Chargers each maintained their own team-level sponsorship portfolios during the 2019-20 campaign. The new stadium gave both teams additional sponsorship inventory to sell, including premium seating areas and digital signage.
Total active partnership count and category trends
The NFL had hundreds of active sponsorship deals across its league-level, team-level, and venue naming-rights categories during the 2019-20 campaign. The exact number of deals was not disclosed by the league or IEG. But the $1.47 billion total reflected thousands of individual agreements, ranging from multi-year league partnerships worth tens of millions annually to small local team deals worth several thousand dollars.
The technology sector's rise as the largest category signaled a structural shift in the NFL's sponsor portfolio. Financial services brands also grew their presence. SoFi's naming-rights deal was the most prominent example. Traditional categories like beer and automotive remained significant but saw their relative share decline.
The 2019-20 campaign represented a high-water mark for NFL sponsorship revenue before the pandemic disrupted the 2020-21 season. The league's ability to grow revenue 5.9 percent year over year reflected strong demand from brands seeking access to the NFL's large television audience and cultural relevance.
Key facts
- Total sponsorship revenue (2019-20): $1.47 billion
- Year-over-year growth: 5.9%
- League-level deals: $700 million
- Team-level deals: $590 million
- Venue naming-rights deals: $180 million
- Largest category: Technology ($300 million)
- Super Bowl LIV: February 2, 2020; Kansas City Chiefs def. San Francisco 49ers
Sponsorship revenue by tier, 2019-20 season
| Tier | Revenue | Share of total |
|---|---|---|
| League-level | $700 million | 47.6% |
| Team-level | $590 million | 40.1% |
| Venue naming rights | $180 million | 12.2% |
| Total | $1.47 billion | 100% |
Frequently asked questions
How much did the NFL make from sponsorships in 2019?
The NFL generated $1.47 billion in total sponsorship revenue for the 2019-20 season, a 5.9 percent increase from the previous season.
Which brand had the most team sponsorship deals in the NFL in 2019?
The brief does not specify which brand held the most individual team deals. The most active brands at the league level included PepsiCo, Verizon, and Anheuser-Busch InBev.
Did the NFL have sports betting sponsors in 2019?
Yes. The NFL signed its first official casino sponsor, Caesars Entertainment, in January 2019, and a multi-year data partnership with Sportradar in 2019.
Which stadium naming-rights deals were signed during the 2019-20 season?
SoFi Technologies signed a 20-year, $400 million naming-rights deal for SoFi Stadium (Rams and Chargers) in September 2019. Allegiant Air secured naming rights for the Raiders' Allegiant Stadium in August 2019.
