At MoneyLive 2026, we asked the attendees “What Sport or Team Would You Sponsor?” which revealed a fascinating blend of corporate strategy, personal passion, and aspirational brand alignment. The answers ranged from global high-performance giants to deeply personal boyhood football clubs, demonstrating the diverse motivations behind brand investment.
One attendee immediately pointed to Formula One, citing its unique mixture of “high-performance sport and business” as the perfect corporate fit which highlights a strategic view where a sponsorship investment must deliver both widespread excitement and quantifiable commercial value through a premium brand association.
For many others at MoneyLive, however, the choice was clearly driven by heart and lifelong loyalty. Football dominated the personal preferences, with attendees eagerly naming their beloved teams. One declared a desire to sponsor their “very expensive club,” Chelsea, noting that it would be “really really cool” if budget were no object, emphasizing aspiration over practicality. Another lifelong fan, a self-proclaimed “Cockney Reds,” expressed deep loyalty, wishing to support their boyhood team of Manchester United.
The importance of local connection was represented by a supporter of Brentford, who dreams of seeing their company logo on a Premier League shirt, showcasing community pride while another attendee, immersed in a “household of boys who are very much Chelsea fans,” offered a diplomatic nod to “the Blues”.
Beyond men’s football, a strong and clear sentiment for women’s sports emerged. One participant passionately championed the Lionesses (England women’s national football team) or the Red Roses (England women’s national rugby team), or “both”, underscoring the rapidly growing visibility and impactful role of female athletes in modern sports marketing.
Finally, for a touch of classic prestige and tradition, one participant chose Tennis, specifically naming Wimbledon as their ultimate sponsorship target, representing a choice focused on established, global prestige. The responses at MoneyLive collectively illustrate that while strategic business decisions are critical, successful sponsorship often boils down to shared values, brand resonance, and, fundamentally, passion for the game.