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SportsNet & ABC, The Homes Of The 2022 Stanley Cup

Game 5 of the NHL Stanley Cups takes place tonight, as both the Tampa Bay Lightning and Colorado Avalanche look to take home the cup. The Finals feature different broadcasts for US and Canadian based fans, with ABC hosting the US coverage and SportsNet hosting Canadian coverage. Looking back at the first game of the series, what differences and similarities did we find between the brands and assets sponsoring the most important matchup of the NHL season?

SportsNet’s broadcast featured 46 unique brands. The top three most frequent brands and their assets during the Canadian coverage were:

  • DraftKings (Gaming)
  • Logo in Broadcast Studio
  • Live Read Commercial
  • Sponsored Segment
  • Split Screen Commercial
  • Recorded Commercial (3)

​​On Canadian broadcasts, the gaming category ranked 3rd. Didn’t crack the top 10 for US broadcasts. Reasoning would logically be legalization of single-game gambling in Canada this past August before the season started.

  • Scotiabank (Banking)
  • Period Naming Rights (Presenting Sponsor)
  • Live Read Commercial
  • Logo Pop Up
  • Recorded Commercial (3) 
  • SkipTheDishes (On-Demand Delivery)
  • Sponsored Segment
  • Live Read Commercial
  • Recorded Commercial (2)

ABC’s broadcast featured 61 unique brands. The three most prominent brands from the  US coverage were as follows:

  • Lexus (Luxury Car Manufacturer)
  • Intermission Report Naming Rights (Presenting Sponsor)
  • Logo in Studio
  • Live Read Commercial
  • Recorded Commercial (4) 
  • GEICO (Insurance
  • Presenting Sponsor of the 2022 Stanley Cup Finals
  • Live Read Commercial
  • Logo Pop up
  • Recorded Commercial (3) 
  • Verizon (Telecommunications)
  • Pregame Naming Rights (Presenting Sponsor)
  • Logo in Studio
  • Recorded Commercial (3)

June Is Pride Month

Brands are creating activations to highlight their support of the LGBTQI+ community during pride month. Check out some of the brands that have activated in a big way.

Procter & Gamble (P&G)
Orlando Health
The Pride Center of Maryland
Adobe
Paramount+
Pennsylvania Lottery
Independence Blue Cross
Hornitos Tequila
City Furniture
Capital One
TD Bank
Athlete Ally
Cintron
Publix
PayPal
ESPN Plus
Ally Financial
adidas
Visit Washington County
Verify This

Some of the most interesting and unique activations this year have been with the use of digital assets. During Coachella, Absolut created a three-floor installation in the Metaverse. ​​On floor three, attendees could explore the rainbow-themed Pride room, where wearables were given to those who posted about their experience on their own social media.

Earlier this month Bud Light was a presenting sponsor of Pride Night in a game at Minute Maid Park where the Houston Astros played the New York Mets. The Seattle Sounders partnered with Starbucks to promote Pride awareness throughout the month of June via their social media channels.

Kit Suppliers | European Football

SponsorUnited released ​​the first international partnerships report focused on European football. Jersey exposure is a significant asset for brands to leverage with the prominent logo position. For more insights, check out the full report.

  • No surprise, Apparel & Accessory giants Nike and Adidas lead the way with 62 team partnerships (34%). The largest number of deals are in Spain (50%) and least amount are with Italian teams (17.5%)
  • Italy has the most suppliers with 17 unique brands
  • There is a relatively even split between primary and secondary leagues (18 different brands av. 5.4 teams each v. 20 @ 5.2)
  • Castore have announced their plans for European expansion (already supplying Newcastle and Wolves) signing up Aston Villa, Bayer 04 Leverkusen, Sevilla and UD Almeria for 22/23
  • With nearly 170 kit deals, Ligue 1 is the most popular league for brands to sign a jersey kit sponsorship with
  • 40% of brands purchased both a primary and a practice jersey patch with the same team
  • The highest sub-category for primary jersey patches was Betting Services with 18, despite being banned in 20% of the leagues

NHL Partnerships Report

DOWNLOAD REPORT: https://sponsorunited.com/nhl-2021-22-report/

Finance companies boost NHL team sponsorship revenue past the $1B mark for the first time in league history

The NHL 2021-22 Marketing & Partnerships Annual Report highlights trends in sponsorships surrounding the National Hockey League, teams, athletes, and media partners. Uncover data on over 3,300 NHL partnership deals and over 2,000 active brands buying sponsorships and media in the NHL.

Key findings from the report include:

  • Finance companies boost NHL team sponsorship revenue past the $1B mark for the first time in league history.
    This jump is a 63% increase from the $623 million in the 2020-21 season.
  • Cause-related sponsorship campaigns increased 23% year over year, with Finance brands overtaking Healthcare brands as the most active supporter of causes.
    On average, 10 brands activated against a cause (vs. 8 last season.)
  • The seven Canadian teams had a higher average social following compared to the 23 US teams.
    Brands received 2x the engagement with US teams.
  • The NHL league account posts more than any other pro sports league, in fact, 2x more than the NFL (second-most.)
    No team or player in the NHL has a larger social following than the league itself.
  • Banking and Beer brands were the top spenders as marquee brands continued to increase spend this season.
    Beer companies more than doubled their spend with NHL teams which moved the Beverage (Alcoholic) category past Healthcare to #2.

Methodology

This report was compiled using SponsorUnited’s proprietary platform data from September 2021 through June 2022.

*Social Data Compiled from Property or Person-Controlled Instagram, Facebook, Twitter, TikTok, LinkedIn Social Accounts and Activity.

Memorial Cup Qualifying Teams

The CHL’s 2022 Memorial Cup began this week, a four-team round-robin tournament held at TD Station.

We highlight the sponsorship and media activity of the four competing teams during the nine day tournament.

Memorial Cup Qualifying Teams

2022 US Open | Instant Replay

Last weekend Matt Fitzpatrick took home his first major championship win. Fitzpatrick has deals with Castore, Protiviti, Skechers, Troon and Workday. All five brands can be seen on the course either on his hat, shirt or golf bag. Fitzpatrick promotes his social media where he is ranked #71 amongst golfers in terms of total followers (219K total following across Instagram, Twitter, Facebook) with a 15% YOY growth in followers.

Take a closer look into which brands boasted a prominent presence during the coveted U.S. Open:

Over 70 brands were active on the broadcast the final day while LexusAmerican ExpressROLEXSentry, & Deloitte had the most unique assets during the event.

Viewership for the final round on NBC was 5.41M and a key way brands activated during the event was through broadcast advertisements. 63 total brands had a placement during the final round of the event with 16 having more than one asset. Brands that had more than one asset include AT&T, Corona and Verizon. 

Lexus, American Express and Rolex saw the greatest number of unique assets during the event with Sentry Insurance and Deloitte rounding out the top five. Here are just some of the ways these brands activated: 

Lexus – Golf Simulator (Sponsored Attendee Activity), Trophy Experience, Split Screen Commercial, Ad / Logo Pop Up

American Express – American Express Cardmember Lounge, Member When Moments (Featured Segment), Split Screen Commercial

Rolex – Interior Signage, Upcoming USGA Championships and Scoreboard (Featured Segments), Ad / Logo Pop Up

Sentry Insurance – USGA GHIN Mobile App (Presenting Sponsor), Split Screen Commercial

Deloitte – Bunker Cam (Presenting Sponsor), Ad / Logo Pop Up, Live Read Commercial 

* These five brands are all partners of the U.S. Golf Association (USGA) 

Austin Leibach, who oversees golf operations at SponsorUnited, gives his thoughts on what the LIV Golf Tour could mean for the PGA TOUR, “All eyes are always on the golf majors, the four largest tournaments each year, but I expect to see even more focus on them in the coming year. The PGA TOUR is missing some major star power in the likes of Dustin Johnson, Phil Mickelson, Dechambeau, Koepka, and others, lured away by the extreme salaries of the LIV Golf Tour. Since these golfers are still allowed to compete in the majors, I anticipate a larger brand focus on these normally exclusive tournaments.”

 

US Open

John John Florence | Endorsements

On International Surfing Day we highlight one of the most dominant Pipe surfers of his era, John John Florence.

100% of Florence’s partnerships include social content, where he averages over 57,000 engagements per brand.

John John Florence Trading Card

NBA Finals Matchup

The Golden State Warriors won their 4th NBA Finals in eight years after taking down the Boston Celtics in a 103-90 game six victory. While the Warriors may have won the finals on the court, how did this year’s NBA Finals contenders match up in the sponsorship / media scene off the court?

The Golden State Warriors have a combined social following of 46.6M to the Boston Celtics 19.6M across all major social media platforms (TW, IG, FB, TT.) Instagram is the top social platform for the Warriors, hosting 50% of the team’s total following. They also saw a 19% YOY increase in total followers, which was one of the highest jumps in the NBA. The Celtics’ top social platform is Facebook, and the team saw a 5% YOY increase in total following. Interestingly enough, both teams lead their markets, as both teams rank #1 in total following across any properties in their respective markets.

The Golden State Warriors come out on top in partnership deals with over 400+ brand partners and 80+ sponsors during the 2021-22 NBA season. 46 of these brands leveraged the team’s social media platforms, and averaged 50+ unique sponsored posts per brand. When ranked by number of assets, the Warriors’ top partners for the season were Chase, Kaiser Permanente, Rakuten, HPE – Hewlett-Packard Enterprise, and Oracle. The Boston Celtics still had quite the portfolio, eclipsing 350+ brand partners and 60+ sponsors throughout the 2021-22 NBA season. 38 of Boston’s partners leveraged the team’s social media, with an average of 45+ sponsored posts per brand. Top partners for the Boston Celtics this season were TD Bank, JetBlue, Putnam Investments, New Balance, and Xfinity. 

European Football 2021-22 Report

European Football Sponsorships

Download Now: https://sponsorunited.com/2021-22-european-football-partnerships/

The first international sponsorship and marketing report focused on European football.

The 2021-22 European Football Partnerships Report is fortified by data from over 7,000 brands across more than 9,000 deals and from 10 of the top European football leagues (Premier League, LaLiga, Serie A, Bundesliga and Ligue 1, along with each league’s corresponding second tier.) This report also contains growth and engagement insights on over 2,750 brands that created collaborative social media content.

Key findings from the report include:

  • Construction is the most active sponsorship category for the third consecutive season across European football leagues.
  • While Betting deals have declined by 10%, Crypto deals have grown an impressive 140% this season.
  • The most searched brands by European football club executives were Crypto.com, FTX, DraftKings, Verizon and Dunkin’.
  • Cristiano Ronaldo and Lionel Messi now officially have over 1B followers combined due in part to joining new clubs.
  • Transferring teams can offer a huge boost in social following for players.

This report was compiled using SponsorUnited’s proprietary platform data from July 2021 through May 2022. Social data compiled from property or person-controlled Instagram, Facebook, Twitter, TikTok and LinkedIn accounts and social activity. The leagues included in this report are as follows: Premier League, LaLiga, Serie A, Bundesliga, Ligue 1, EFL Championship, LaLiga 2, Serie B, 2. Bundesliga, Ligue 2.

MLB Teams Are Hitting Social Media Hard

The MLB season is in full swing and teams have been taking their game seriously on social media. The Atlanta Braves are delivering both on and off the field with their 14  game winning streak and ranking #1 for social engagement for sponsors across all 30 MLB teams. The Braves are the 6th most followed team in the MLB with 6M total followers (Instagram, Twitter, Facebook, TikTok). They boast a YOY increase of 13% and have an impressive 1.44 engagements on their sponsored posts. Brands like Truist (homefield naming partner), Papa Johns, Subway and RaceTrac can be seen leveraging and taking advantage of the Braves’ social game. 

The other 9 of the top 10 MLB teams in terms of social engagement x sponsored posts include: 

  1. Los Angeles Dodgers (1.24M): The Dodgers have seen 1.24M engagements across all sponsored posts helping them claim the number two spot on the list. They are the 3rd ranked MLB team in terms of social following with 9.4M total followers. They rank #1 for followers on Instagram with 3M.

Top brands with Dodgers social deal include: UCLA Health, Yaamava Resort & Casino at San Manuel, Advance AutoParts.

 

  1. New York Mets (1.21M): The New York Mets not only have seen success in total engagement on sponsored posts, they also have the most active fans boasting the highest ratio of engagement on branded posts. 0.9% of Mets followers interact with branded posts, that’s almost 40% higher than the Dodgers.  

Top brands with Mets social deal include: Coney Island Brewing Company, Citibank, loanDepot

 

  1. Chicago White Sox (734K): The Chicago White Sox are #4 on the list with a total engagement of 734K. The White Sox are the 16th most followed team in the MLB and 5th most followed property in the Chicago market. They saw a YOY increase of 5%.

Top brands with White Sox social deal include: FanDuel, Horseshoe Hammond, Guaranteed Rate

 

  1. Houston Astros (703K): The Astros come in at #5 with 703K total engagements on branded social posts. They are the 13th most followed team in the MLB with 4.4M followers across Instagram, Twitter, Facebook, and TikTok.

Top brands with Astros social deal include: Reliant Energy, AT&T SportsNet and Budweiser

 

  1. Chicago Cubs (690K): The #6 team on the list, the Chicago Cubs. The Cubs are the 2nd most followed property in Chicago and 4th most followed in the MLB with 8.3M total followers. They have a prominent presence on TikTok with 726K followers, the most of any MLB team. 

Top brands with Cubs social deal include: Las Vegas Tourism, Sloan, Marriott Bonvoy

 

  1. Milwaukee Brewers (438K): The Milwaukee Brewers are the 24th most followed team in the MLB with 2.4M total followers and come in 7th for total engagement for sponsored posts with 438K. They have seen a 5% YOY increase and are the 2nd most followed property in the Milwaukee market, just behind the Bucks. 

Top brands with Brewers social deal include: UW Credit Union, Fleet Farm, Ball Sports Wisconsin

 

  1. Philadelphia Phillies (274K): With 274K total engagement, the Philadelphia Phillies take the #8 spot. They are the 12th most followed team in the MLB with 4.5M total followers and the 4th most followed property in the Philadelphia media market.

Top brands with Phillies social deal include: SportsRadio 94 WIP, Independence Blue Cross, Herr’s

 

  1. San Diego Padres (272K): The San Diego Padres are ranked #9 with 272K total engagement on sponsored posts. They have 2.7M total followers across the major social media platforms and have a YOY increase of 16%. 

Top brands with Padres social deal include: Petco, ClickUp, USAA

 

  1. Boston Red Sox (178K): Rounding out the top 10 is the Boston Red Sox with 178K total engagements. They are the 2nd most followed team in the MLB, only behind the New York Yankees, with 9.7M total followers. 

Top brands with Red Sox social deal include: JetBlue, Nissan, STIHL