The unveiling of the Most Attractive Employers in Sport 2026 shortlists continues with the Sponsors category, recognising the brands that professionals and aspiring professionals across the sports industry would most like to work for.
Sponsorship plays a central role in the global sports ecosystem. Beyond providing essential investment, sponsors help create experiences, activate partnerships, engage supporters and connect sport with audiences around the world.
The Top 20 Sponsors of 2026
Presented in alphabetical order, the shortlisted organisations are:
- Audi
- BMW
- Coca-Cola
- Electronic Arts (EA Sports)
- Emirates
- Heineken
- Louis Vuitton / LVMH
- Mastercard
- Mercedes-Benz
- Microsoft
- OMEGA
- Qatar Airways
- Ralph Lauren
- Red Bull
- Rolex
- Sony / PlayStation
- TAG Heuer
- Tissot
- Visa
The shortlist brings together major international brands from a wide range of sectors, including automotive, aviation, beverages, technology, financial services, luxury goods, fashion, entertainment and watchmaking.
Automotive brands have a particularly strong presence through Audi, BMW and Mercedes-Benz, while Emirates and Qatar Airways represent the aviation sector. Coca-Cola, Heineken and Red Bull highlight the continued prominence of beverage companies within sports sponsorship.
Technology and entertainment are represented by Electronic Arts, Google, Microsoft and Sony / PlayStation. Meanwhile, Mastercard and Visa demonstrate the importance of financial services brands to the sponsorship landscape.
Luxury, fashion and watchmaking also feature prominently, with Louis Vuitton / LVMH, OMEGA, Ralph Lauren, Rolex, TAG Heuer and Tissot all appearing in the Top 20.
What Has Changed Since 2025?
There is considerable continuity between the 2025 and 2026 shortlists, with 16 of last year’s selected brands retaining their places.
BMW, Google, Ralph Lauren and Tissot join the Top 20 this year, replacing Airbnb, Amazon, Deloitte and Samsung.
The four additions further strengthen the representation of the automotive, technology, fashion and watchmaking sectors. Their inclusion also reflects the visibility and appeal created by high-profile partnerships across international sport.
The final ranking will reveal which of these 20 brands sports professionals consider the most attractive employer in the Sponsors category.
About the Most Attractive Employers in Sport
The Most Attractive Employers in Sport survey, conducted annually by iWorkinSport, asks people working in—or aspiring to work in—the sports industry to identify the organisations they would most like to work for.
The 2026 survey gathered responses from 1,051 participants representing 58 nationalities, reflecting the global nature of the sports industry.
The shortlists recognise the organisations that received the highest number of votes within their respective categories. The names presented above are listed alphabetically and do not represent the final ranking.
The complete ranking will be unveiled during the Most Attractive Employers in Sport Awards ceremony on 16 October 2026.
The study provides valuable insights into employer branding in sport and helps organisations understand how they are perceived by the industry’s current and future workforce. Inclusion in the shortlist reflects respondents’ perceptions and preferences and should not be interpreted as an assessment of an organisation’s internal working conditions or employment practices.
About iWorkinSport
iWorkinSport is the leading global platform dedicated to recruitment, career development and education in the sports industry. It connects employers, professionals and academic institutions through recruitment services, career events, industry intelligence and specialised content.
For further information, please contact info@iworkinsport.com.