Coca-Cola, Banco Santander, and Movistar-Telefónica stand out as the three companies most associated with sports, regardless of the type. Red Bull has risen to fourth place in the 2025 ranking prepared by Euromericas Sport Marketing, under the direction of Gerardo Molina. Coca-Cola remains the top brand associated with sports, with a Sponsorship Awareness Index (SAI) of 88.9 points. In August, it renewed its agreement with Real Betis until 2027 and also signed a contract with SSC Napoli in Italy.
Banco Santander, with 62.2 points, and Movistar-Telefónica, with 52.9 points, complete the podium. Banco Santander stands out as the king of brands associated with football, followed by Emirates and Coca-Cola. Despite ending its relationship with LaLiga and the Champions League in 2022, Banco Santander continues to sponsor the Copa Libertadores and has agreements with teams like Real Madrid CF and Atlético de Madrid.
In basketball, Endesa leads with an association of 68 points, followed by Movistar-Telefónica and Coca-Cola. In tennis, Rolex, KIA, and BNP Paribas stand out as the companies most associated with the discipline. In motorsport, Red Bull tops the list with 81.5 points, followed by Repsol and Banco Santander.
Movistar-Telefónica dominates in the e-Sports sector, with 66.7 points in the SAI, displacing Red Bull from first place. In each of the mentioned sectors, brands like Coca-Cola, BBVA, and Vodafone also have a prominent presence.
