Germany is the largest sponsorship market in Europe, Austria stands out for winter sports, and the Czech Republic offers a stable, diverse scene with major players such as Škoda Auto and ČEZ. We looked at the numbers and set them side by side in a clear table.
Comparison of the markets in a table
| Country | Market size (2025) | Growth | Dominant area | Largest sponsors / specifics |
|---|---|---|---|---|
| 🇨🇿 Czech Republic | Not precisely quantified | estimate: steady growth | Ice hockey, football, culture, charity | Škoda Auto, ČEZ, Tipsport, Fortuna, Sazka, Pilsner Urquell, O2 |
| 🇩🇪 Germany | €6.26 billion (sports sponsorship) | +4.7% (estimate) | Football (Bundesliga) | Adidas, Mercedes‑Benz, Volkswagen, Deutsche Telekom |
| 🇦🇹 Austria | €1.68 billion (sports only) | stable | Winter sports (alpine skiing, ski jumping) | Kitzbühel race (media value €49m), Manuel Feller |
Germany – the largest player in Europe
With a sports sponsorship volume of €6.26 billion (2025), Germany is the largest national market in Europe. Growth is driven by the Bundesliga, major events such as EURO 2024 and the Olympic Games. Companies like Adidas, Mercedes‑Benz, Volkswagen and Deutsche Telekom are among the biggest investors. Sustainability and artificial intelligence are playing an increasing role in evaluating return on investment. Women’s sport is also seeing a notable rise in sponsor interest.
Austria – a specialist in winter sports
Austrian sports sponsorship reached €1.68 billion in 2024. Winter sports dominate—alpine skiing, ski jumping and cross‑country skiing. Kitzbühel, Schladming and Zell am See are among the most sought‑after locations. The Kitzbühel race recorded the highest media value (almost €49 million). Around 84% of the sports sponsorship value is concentrated on men’s athletes and competitions. Austria demonstrates that a smaller country can be very attractive thanks to strong specialization.
Czech Republic – a diverse market without exact figures
There is no single official statistic that quantifies the exact size of the Czech market. According to a survey by the Incomind agency, sponsorship in the Czech Republic is stable and varied. The strongest brands include Škoda Auto, ČEZ (and the ČEZ Foundation), Tipsport, Fortuna, Sazka, Pilsner Urquell, O2 and Česká spořitelna. Sport (hockey, football) dominates, but partnerships in culture (the Czech Lion film awards), charity (People in Need) and education and science (ČEZ Foundation) also play an important role.
What this means for Czech creators
Germany is a huge but highly competitive market. Austria is specialized and focused on sport. The Czech market is open to smaller projects, cultural and charitable initiatives. Sponsors here often do not demand complex reporting, which can be an advantage for emerging talents. Still, it’s worth watching foreign markets for inspiration—the common keys to success are professionalism, solid data and the ability to offer a partner clear, demonstrable value.
Author: Sponza Editorial Team
Photographs: (illustrative – economic comparison)
