The year of Cryptocurrency continues in the sponsorship world as numerous new deals continue to get signed. Nearly 30% of the top 30 most searched brands on the SponsorUnited platform continued to be from the Crypto category. From the #2805 spot to #1 spot, Coinmotion was in motion last month and in the news recently due to their involvement with Bitcoin donations to Ukraine. With sponsorship execs shining the spotlight on this brand, it will be interesting to see if sponsorship deals follow.
FlexIt Fitness has seen a 361% increase month over month in search data after signing their first Major Pro Sports deal with the Florida Panthers at the end of March. So what was included in the deal?
Designated the Official Virtual Fitness Partner of the Florida Panthers, assets included in the deal are: in-person activations, venue signage, promotion sponsor, entertainment related content with the “FlexIt Flexcam” as well as having trainers outside the stadium getting the heart rate of fans up with exercises outdoors.
Signing a first-of-its-kind deal within the MLB, Motorola will become the Jersey Patch partner for the San Diego Padres. The deal adds to Motorola’s growing list of sponsors having over 25 deals, up over 75% since 2020.
Within the top 100 most searched brands, the Financial category leads the way by a wide margin having 22 brands land on the list. The QSR and Technology categories are tied for 2nd with 9 each.
With the GEICO 500 NASCAR Cup Series race taking place this weekend, we take a look at GEICO’s sponsorship and media activity outside of the big race.
GEICO has 300+ sponsorship deals across 80+ different leagues/associations.
Everyone knows sneaker collaborations are extremely popular across music artists, athletes, influencers, and teams, and brands are eager to get in on the action. So far in 2022 we’ve seen quite a few collaborations that were unique and a bit surprising.
Fruity Pebbles x Nike x Lebron
Waffle House x adidas
Sweethearts x Crocs
Just to name a few….
This past week, Waffle House x adidas created limited-edition golf shoes for the Masters. Available beginning April 7th, the three stripes on the sides will sport a brown, checkered waffle pattern.
What other brands have created limited edition footwear?
The adidas and Waffle House collab, follows in the footsteps of adidas and LEGO in mid 2021. The two organizations came together to provide LEGO fans with not only one shoe, but an entire sneaker line of LEGO branded sneakers.
Lebron James x Nike x Fruity Pebbles debuted the LeBron James 19 Low Magic Fruity Pebbles shoe. Providing promotions during the launch, fans were able to buy a box of the Magic Fruity Pebbles for 20% any items and automatically be entered into a sweepstakes for Lebron’s limited-edition shoe.
Crocs has been a leading brand within the sneaker collaboration space partnering with many music artists. Diplo, Post Malone, Saweetie, Justin Bieber amongst others have all partnered with Crocs over the last year creating Crocs that show off the artists style and vibes.
The March Brand Power Rankings are out and Cryptocurrency holds the #1 spot on the 30 most searched brands. Toyota took home this month’s top spot. Why?
The month of March, Cryptocurrency secured 8 spots in the top 30, and 3 in the top 10. The most searched Cryptocurrency brands were Crypto.com, FTX and Coinbase which all moved up the list in this month’s top 10. Crypto.com now sits as the 2nd most searched brand, moving up from 6th spot in February. FTX and Coinbase, previously sitting at 8th and 10th last month, rose up to 7th and 8th, respectively in March’s power rankings.
The car manufacturing giant Toyota adds to its vast portfolio of deals with over 550 sponsorships, a 36% increase since 2020. This total includes sponsorships with more than 50% of NBA teams and deals with more than 70 Major Pro Sports teams in the US. During March, the company expanded its sponsorship holdings by inking deals with an Esports organization, Cricket team and BMX athlete.
Last month’s top 2 brands, HelloFresh and DUDE Products, both fell from their top spots this month but remained in the top 10. Quick Serve Restaurants own 30% of this month’s top 10, with Raising Cane’s, Jersey Mike’s and Dunkin’ coming in at 3rd, 4th and 10th, respectively. During the month of March, QSR brands signed more than 10 deals across various properties which moved this category towards the top of the list. Intuit enters this month’s power rankings at 8th after ranking outside the top 30 last month. Hydro Flask rounds out March’s top 10 brands coming in at 9th for the month.
Many brands take advantage of the spotlight that NCAA March Madness provides, and product launches are a common theme among many brands. More than 10 brands through the first two rounds of men’s college basketball promoted their new products using ad space during the tournament.
Coca-Cola, Sonic, Taco Bell, and Nissan are a few of the brands that capitalized on ad space for a new product while each leveraging NCAA Schools & Conferences; the most out of any other league/association. Coca-Cola and Nissan have over 120 sponsorship deals respectively across sports & entertainment.
Nissan has multiple campaigns running throughout the tournament including eight ad spots featuring six new vehicles; including the all-electric Ariya and all-new Z. 39% of Nissans sponsorship portfolio is with NCAA Schools & Conferences which amounts for over 50 sponsorship deals.
Sonic debuted their Oreo Waffle cone on CBS during the first round. 25% of Sonic’s sponsorship portfolio is with NCAA Schools & Conferences. Sonic also has deals with two teams who made the NCAA tournament this year, the Arkansas Razorbacks and Texas Tech Red Raiders.
Coca-Cola Coffee with Vanilla flavoring has been showcased during multiple rounds of the tournament. Having over 1,000 sponsorship deals worldwide, Coca-Cola’s sponsorship portfolio has NCAA Schools and Conferences beating out Major Pro Sports and any other leagues as the brand has 13% of their total deals within those schools/conferences.
Nike announced their earnings this week which saw nearly $11B in revenue, their most ever which increased 5% YoY. Utilizing the revenue, Nike was able to dive deeper into sponsorships increasing their total deals 36% from 2020 to 2021. The brand debuted their first ever 3D out of home campaign in the city of Shinjuku near Tokyo, Japan, celebrating AirMax day on March 26th.
Nike has over 650 sponsorship deals ranging across over 140 different leagues/associations. Within New York, their top market, the brand has over 75 sponsorship or media deals which includes influencers, athletes and artists.
Within the NFL, Nike helped the athletes grow in total endorsement deals 51% YoY. Across the globe, athletes account for 41% of the sponsorship portfolio of Nike as they have deals with many star players across multiple sports. Most recently with athletes, Nike teamed up with Lebron James and Magic Fruity Pebbles to celebrate National Cereal Day on March 7th.
Kellogg’s has over 80 sponsorship deals while a third of those deals come within the college space including schools as well as bowl games and tournaments. Frosted Flakes deals alone span across more than 15 NCAA properties. Most notably though, Kellogg’s utilizes the Cheez-It brand as the presenting sponsor of a college football bowl game during as well as the Hall of Fame Tip-Off at the beginning of the basketball season.
Across Major Pro Sports, Kellogg’s has a league deal with the MLS which spans across 16 of their 27 teams as seen in the SponsorUnited MLS 2021 Marketing & Partnerships Annual Report. Cheez-It and Pringles are the Official Snacks of the MLS and eMLS and their other brand Eggo, is the Official Waffle. The focus of their partnership with the MLS is to engage with their younger, multicultural audience.
Within all of their sponsorship deals, 64% of their deals include TV-Visible signage including courtside aprons, digital ads on the goal line and exit tunnel signage. TV-Visible signage and Property Entitlements are the largest assets secured in Kellogg’s sponsorship deals.
Continuing their hot streak in February, nearly 1 out of every 3 brands was still in the financial category, just two less this month than January. Four of the brands in the category were Cryptocurrency brands while 3 out of the top 10 were Crypto brands as the topic of digital innovation continues to stay top of mind. The only two brands that stayed in the top 10 from January to February were FTX and Crypto.com, while Coinbase in the same category jumped in. HelloFresh saw a jump from #57 in January to #1 in February after they entered the NHL.
Their newest partners, the New York Islanders, Los Angeles Kings and Nashville Predators all include a promotion sponsorship for fans who use a promo code dedicated to the team. Within each venue the brand will also be visible with digital signage such as exit tunnel signage with the Predators and Islanders.
Overall, HelloFresh has over 65 sponsorship deals having over 20 sponsorships within the podcast space and 6 sponsorship deals within the NFL and NHL. The New York Liberty and HelloFresh have a deal with 10 sponsorship assets including TV-Visible signage as well as their logo on the sideline surface. New York and Los Angeles are the top markets for the brand each having four sponsorship or media deals in the market. Interesting to note that in both markets, the brand has a deal with the WNBA team and one NHL team. Paige Turley, a reality tv influencer, posted the highest engagement with the brand within all of their branded social media posts while the LA Kings have the highest amongst teams.
In honor of National Margarita Day, here are the most active tequila brands among all sponsorships & media partnerships: Don Julio, Hornitos Tequila, and El Jimador. Of the 75+ brands tracked, Hornitos was the fastest growing across NFL, NBA, MLB, NHL and MLS while Don Julio was the fastest growing within music.
Don Julio signed a deal with Austin FC during their inaugural season in 2021 having six sponsorship assets with the team. The assets they had with the team ranged from signage in the stadium to in-store point of sale activations as well as a sponsored attendee take home item. Don Julio has over 10 sponsorships within the music space including artists having a deal with country music artist, Ingrid Andress.
Hornitos has over 25 sponsorship, media or vendor deals across the NFL, NBA, MLB, NHL and MLS while more than five of those currently are a sponsorship deal as well. Besides use of marks, TV-visible signage is the most bought asset by the brand as it is included in 35% of deals.
El Jimador is the leading Tequila brand in the MLS with eight deals in 2021, more than doubling the second brand Lunazul Tequila. Their biggest deal in terms of sponsorship assets comes with the MLS Cup Champions, New York City FC. On the digital media front, the two organizations worked together to have a sponsored video on the website and app as well as content sponsored on the Pup Partner page on the website.