PTTOW! Sports Summit Reveals How To Navigate $600 Billion Market Amid ROI Crisis

Seventy-six percent of marketing executives cannot measure return on investment from sports sponsorships, creating unprecedented pressure as the global sports market reaches $600 billion.

Mar. 16, 2026 at 11:49pm

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The PTTOW! Sports summit convened 120 CMOs and senior executives from major sports organizations to discuss strategies for navigating the $600 billion global sports market amid challenges in measuring return on investment from sponsorships. The event featured sessions on regional activation opportunities for the 2026 World Cup, the rise of emerging sports leagues, and the need for brands to look beyond traditional broadcast giants to reach younger audiences.

Why it matters

With 63% of global consumers regularly following sports, the inability of most marketers to properly track and measure the impact of their sports sponsorships is creating tension between CFOs demanding proof of ROI and CMOs who continue to bet on properties they cannot effectively quantify. The PTTOW! Sports summit aimed to provide guidance to brands navigating this complex landscape.

The details

The PTTOW! Sports summit, held on November 18, 2024, at the Hard Rock Hotel New York, brought together 120 CMOs and senior executives from major sports organizations like the Golden State Warriors, Kansas City Chiefs, NASCAR, LAFC, U.S. Soccer, and the NJ Devils. The event also featured commissioners, athletes, and cultural leaders. Despite marketing budgets increasing across various sports properties, 76% of executives cannot measure the return on investment from their sports sponsorships. The summit addressed strategies for brands to enter 2026 World Cup conversations without committing to a nine-figure FIFA partnership, as well as opportunities in emerging leagues with engaged, values-driven fan bases.

  • The PTTOW! Sports summit was held on November 18, 2024.
  • The Women's Pro Baseball League is set to debut in Summer 2026.

The players

Don Garber

Commissioner of Major League Soccer.

Jay Williams

ESPN and Improbable Media personality.

Alex Honnold

Subject of the acclaimed film "Free Solo".

Emily Harrington

Five-time U.S. National Champion in rock climbing.

Justine Siegal

Founder of the Women's Pro Baseball League, set to debut in Summer 2026.

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What they’re saying

“Brand leaders and sports icons coming together to envision the future of this category... that's what PTTOW! Sports is all about.”

— Jay Williams, ESPN and Improbable Media

What’s next

The broader PTTOW! network operates year-round through over 20 member experiences, including regional gatherings during the Super Bowl and Cannes Lions. Partnerships facilitated through PTTOW! total over 200 since the organization's founding 16 years ago.

The takeaway

The PTTOW! Sports summit highlighted the challenges facing brands in the $600 billion global sports market, where 76% of marketing executives cannot measure the return on investment from their sponsorships. The event provided guidance on navigating this complex landscape, including strategies for regional activation opportunities and tapping into emerging sports leagues with engaged, values-driven fan bases.