By Mark J Cartmell at SportsRapt | March 26, 2025
The world of sports is evolving faster than ever. While traditional giants like football (soccer), basketball, and baseball still dominate in fan base and legacy, a new wave of non-traditional and emerging sports is rapidly climbing the ranks in viewership, participation, and — importantly — sponsorship revenue.
From esports to pickleball, women’s contact sports, and niche extreme competitions, brands are pouring billions into these fast-growing markets, drawn by younger, engaged, and digital-savvy audiences.
🔝 The Fastest-Growing New Sports & Their Sponsorship Clout
Here’s a breakdown of the top emerging sports and how much sponsorship revenue they’re attracting in 2024–2025:
🎮 1. Esports – Digital Dominance
- Global Audience (2025): 650+ million
- Sponsorship Revenue (2024): $1.4 billion+
- Key Sponsors: Red Bull, Intel, BMW, Logitech, Mastercard
Once dismissed as a niche hobby, esports has become a global juggernaut. Major tournaments like League of Legends Worlds, Dota 2’s The International, and Valorant Champions draw Super Bowl-sized audiences.
Brands are targeting the hyper-engaged Gen Z audience with in-game branding, influencer partnerships, and immersive activations.
🏓 2. Pickleball – The Recreational Rocket
- U.S. Participation (2024): 48 million (up from 4.8 million in 2021)
- Sponsorship Revenue (2024): $250 million+
- Key Sponsors: Skechers, Celsius, Carvana, Margaritaville
Pickleball has become the fastest-growing sport in North America, drawing attention from everyone from retirees to celebrities like Tom Brady and LeBron James (both investors in pro teams).
Pro leagues like Major League Pickleball (MLP) have attracted major corporate backers, streaming deals, and celebrity endorsement tie-ins.
💪 3. Women’s Combat Sports (MMA, Boxing) – Fierce & Profitable
- Audience Growth (2020–2024): 300%+
- Sponsorship Revenue (2024): $180 million+
- Key Sponsors: Monster Energy, ESPN+, PFL, Crypto.com
Women’s MMA has exploded thanks to pioneers like Ronda Rousey, Amanda Nunes, and Zhang Weili. The UFC, ONE Championship, and PFL have doubled down on promoting women fighters, leading to sharp increases in audience numbers and sponsor engagement.
In boxing, the 2022 fight between Katie Taylor and Amanda Serrano at Madison Square Garden generated over $1 million in ticket sales and drew record viewership.
🌊 4. Action & Adventure Sports (Surfing, Climbing, Skateboarding) – Olympic Spotlight Pays Off
- Global Sponsorship Revenue (2024): $300 million+
- Key Sponsors: Red Bull, Vans, Nike SB, Patagonia, The North Face
After their Olympic debut in Tokyo 2020, sports like skateboarding, climbing, and surfing are enjoying a youth-driven surge. Social media-friendly stunts, lifestyle branding, and urban sport culture are drawing big-name brands.
Events like X Games, World Surf League, and IFSC Climbing World Cups now command solid international sponsorship packages and millions in streaming engagement.
🏃♀️ 5. Hyrox / Functional Fitness Competitions – Fitness Meets Sport
- Global Participants (2024): 250,000+
- Sponsorship Revenue (2024): $75–100 million
- Key Sponsors: Puma, MyProtein, Garmin, Reign Energy
Hyrox, a global fitness competition combining running with strength events, is exploding in gyms and arenas worldwide. It’s a crossover between endurance racing and CrossFit with structured rules, mass participation, and elite finals.
Its clean, energetic branding and aspirational appeal are drawing health brands, sportswear companies, and energy drinks into its orbit.
🛹 Honorable Mentions
| Sport | Why It’s Rising | Notable Sponsors |
|---|---|---|
| Drone Racing | Tech-focused, fast, and televised | Allianz, Swatch, Red Bull |
| Teqball | Hybrid of football + table tennis, spreading in schools | Coca-Cola, Qatar Airways |
| Ultimate Frisbee | Youth-driven, team-based, low-cost | Local/regional sponsorships gaining ground |
📊 Why Brands Are Betting Big on Emerging Sports
1. Young, Loyal Audiences
Emerging sports attract millennials and Gen Z — fans who value authenticity, social causes, and digital interaction.
2. Lower Cost of Entry
Sponsoring a top esports team or pickleball league is a fraction of the cost of sponsoring an NFL or Premier League team — with higher ROI per impression in some cases.
3. Content Goldmine
These sports are highly shareable. Athletes are digital-savvy, and events are designed for clips, streams, and fan interaction — a win for modern marketing.
🔮 The Future: A Level Playing Field?
While traditional sports still command the biggest dollars, their grip is loosening. Youth engagement, digital innovation, and niche loyalty are redefining the future of sponsorship in sport.
The next billion-dollar league or superstar athlete may not come from a football pitch or basketball court—but from a pickleball court, an esports arena, or a functional fitness floor.
💬 Join the Discussion
Which new sport do you think is about to explode next? Share your views on SportsRapt and stay ahead of the game as the sports world continues to evolve.
