Sponsor Insights

Family Influencers | Endorsements

Over the last two years, it’s no shock there has been a rise in family social media accounts and family social media influencers. This goes for those who want to stay in touch, to those who want to rake in the deals. Four semi-known families have managed to turn their family social media accounts into a semi-empire (and no, we’re not talking about the Kardashians’).  The Royalty Family, The Holderness Family, The Bee Family and The Bee Family have all established a name for themselves in the Family Influencer space.

Which brands have leveraged these families’ followers?

With 2.1M followers between their Tiktok and Instagram,  the Royalty Family utilizes their 17.1M subscribers to showcase their 11 brands deals including notable deals with Chime, Staples and Centrum. 

Coming off being crowned the winners of Season 33 of the Amazing Race, the Holderness Family features nine brand deals showcased across their five social media platforms with over 6.5M followers. Some of their more notable deals include AT&T, King’s Hawaiian and Great Clips.

With the most combined followers of the group, the LaBrant Family has over 50M followers across their five social media platforms. With eight brand deals including King’s Hawaiian, Cash App and SHEIN. 

Lastly, the Bee Family has secured five brand deals to their 32M followers across five social media platforms. Some of the most notable brands include Welch’s, Kraft Heinz and Team Seas. 

These four families have quickly gained popularity over the last two years and enjoyed increased followers and brand deals over this time. As the rest of the year plays out, the family influencer space will be one to monitor for an increase in followers and brand deals.

Checkout some of the brands they partner with and how they leverage brand deals across their social media platforms. 

 

Family Influencer accounts (4)

FA Cup 2022 | Endorsement Matchup

The final round of the FA Cup took place this weekend as Liverpool defeated Chelsea in a penalty shootout.

We compare the social media presence and deals of Chelsea striker, Romelu Lukaku, with Liverpool defender, Trent Alexander-Arnold.

Liverpool Vs. Chelsea

International Nurses Day

On Thursday May 12th the world celebrated International Nurses Day. A day filled with gratitude toward a profession which has been working tirelessly over the last few years. During the Pandemic, there was a massive uptick in nurses taking to social media to share their stories and shed light on their heroing industry.

Miki Rai, a nurse, now nurse and social media influencer, has secured over 10 deals and has over 2.1M followers across Instagram, Facebook and Tiktok. This nurse’s quick rise to fame has opened the door for unique categories (in particular healthcare brands) to leverage social media like never before.  

Rai has endorsed popular healthcare brands including Vicks, Lubriderm, and Unisom. Rai also works with brands to help encourage and educate the next generation of Nurses. Rai alongside the American Association of Critical-Care Nurses and BoardVitals are using her social media presence to help raise awareness for various health issues and help walk prospective nurses on the process of the board exams.

Overall in the healthcare space, BetterHealth leads the way with 60 sponsorship deals. 82% of the sponsorship deals come in the podcast industry with influencers coming in 2nd with nine sponsorship deals. Invisalign comes in second with 49 total deals. 25 of those deals come from the NFL with 10 deals with teams, one with the league, and 14 with NFL Athletes. 

Next on the list is Kaiser Permanente which has 39 deals including deals within four of the top five Pro Sports leagues. AdventHealth, Florida Hospital, comes in 4th on the list with 25 sponsor deals spread across various leagues and the state of Florida. Lastly, American Medical Response comes in 5th with 25 deals. These deals are spread across multiple sports teams and leagues including three Buffalo based teams with the Buffalo Bills, Buffalo Bulls and Rochester Americans.

Mother’s Day | Celebrity Endorsements

With Mother’s Day coming up this Sunday, we take a look at the sponsorship and media activity of four notable celebrity mothers: Serena Williams, Kris Jenner, Kate Hudson, and Cardi B.

Mother's Day

NFL SPRED Report 2021

Today, SponsorUnited published the first SPRED Report centered around NFL player’s social performance and endorsement deals. 

Download the complete report HERE, for complete data and insights, some key findings include: 

  • adidas and Bose are the most active brands among NFL social media posts but Zenith Watches, Grip and Brady Brand attract the most attention.
  • Quarterbacks are most widely followed on Twitter, Instagram and Facebook while TikTok varies among other skilled positions.
  • J.J. Watt is the most followed defensive NFL player and the most followed NFL player to not win a SB.
  • The top 10 most followed NFL players combine for over 100M gross followers.
  • 12 NFL players average over 1M total engagements, all of them on the offensive side of the ball.
  • Although Travis Etienne Jr, has yet to see the field, he has the highest % average engaged followers.
  • Most Total Gross Followers: Odell Beckham Jr.
  • Most Twitter Followers: Russell Wilson
  • Most Facebook Followers: Tom Brady
  • Most Instagram Followers: Odell Beckham Jr.
  • Most TikTok Followers: Gronk
  • Most Engaging: Patrick Mahomes
  • Highest % of Engaged Followers: Travis Etienne
  • Most Engagement Per Post: Tyreek Hill
  • Most Branded Posts: Russell Wilson
  • Most Brands: Russell Wilson
  • Highest Avg Engagement: Zenith Watches, Grip Boost and Brady Brand
  • Most Branded Posts: adidas, Bose and Fashion Nova
  • Most Brand Engagements: Bose, adidas and Oakley
  • Most Player Endorsements: Bud Light, Verizon, Bose and Under Armour
  • Most Engaging Categories: Apparel/Accessories, Beverage (Non-Alc) and Leisure/Recreation
  • Most Category Engagements: Apparel/Accessories, Consumer Electronics and Retail
  • Most Player Endorsements: Apparel/Accessories, Retail and Beverage (Non-Alc)
  • Most Branded Posts: Apparel/Accessories, Retail and Beverage (Non-Alc)

MLB Endorsements

International superstar Shohei Ohtani has garnered an impressive 188% increase in social followers YoY. That has translated into signing more than 10 endorsements with brands globally. How does that compare to teammate Mike Trout? Trout’s social following has only grown 2% over the past year but it has not slowed down the amount of deals he has which are in the double digits.

How does this compare to other star players around the league?

Signing mega deals for a player’s “performance” has not always meant endorsement deals off the field. Two examples of this are Max Scherzer & Gerrit Cole who are the two highest paid pitchers in baseball. Each player totals only two deals, both have a deal with Rawlings, while Scherzer has a deal with Indeed and Cole with Nike. Notably, both of these players are not as active on social media as some other star players having under 1 million followers each.

Philadelphia Phillies outfielder Bryce Harper comes to mind when thinking about players like Trout having more than five endorsements off the field while signing big contracts for his game play. Harper has over 2 million followers on social media that his brand partners like Dairy Queen, Gatorade & Fanatics leverage. Harper’s followers average a 4% engagement rate on his social posts totalling over 380k engagements, the most of the five athletes mentioned. Ohtani leads the group with 11 total deals and highest

Most Popular Car Manufacturer Posts | SponsorInsight

On the first day of New York International Auto Show, we highlight Auto Manufacturers co-branded social posts with the highest engagement.

Music artist Post Malone’s branded social post with Ford Motor Company earned the highest engagement score of any car manufacturer scoring 2.7M engagements on Instagram.

Coachella | SponsorInsight

More than 20 brands joined music fans in California as Coachella is back in-person for the first time in 2 years. Many brands tied their deals back to unique campaigns or experiences at the festival. Along with attendees at the event held over two consecutive weekends, millions around the world saw some of their favorite artists hit the stage. Doja Cat, Megan Thee Stallion and Billie Eilish were on stage which was made possible via livestream.

Many of the festival’s brand partners created unique experiences for fans in attendance & utilized technology to bring the experience to fans.

YouTube created a livestream during the festival’s first weekend on April 15-17. The Coachella live stream featured six creators operating out of the YouTube shorts documenting their festival experience. Fans were also able to live chat on the stream as well as have access to exclusive merchandise from artists via YouTube shopping.

Lay’s, in person at Coachella, debuted their Potatodomes experience across the festival grounds. Potatodomes included art, sampling room and a four-course tasting experience.

BMW had a #RoadToCoachella campaign featuring original content from Doja Cat. Within this partnership, Doja Cat designed a custom wrap with Coachella branding on the BMW iX vehicle.

Cryptocurrency brand, FTX created an NFT named the “Coachella Keys Collection”. The NFT was a promotion that included 10 one-of-one NFTs that grant lifetime festival access and VIP on-site experiences for Coachella. It also granted front row access to the Coachella Stage, onstage access at the Sahara Tent, and dinner by a celebrity chef.

Coachella 2022

Masters 2022 Celebrity Commercials | SponsorInsights

The 2022 Masters Tournament has concluded, and SponsorUnited tracked over 50 athletes and celebrities who made appearances in commercials during the tourney.

Take a look at some of the brand and celebrities who were seen in commercials this weekend.Masters Endorsement Commercials

Brands Master Endorsement Deals with Golfers

The Masters is such an exclusive event when it comes to tournament sponsors, therefore it allows more room to highlight golfer’s individual partnerships. Scottie Scheffler took home the coveted green jacket Sunday, and it’s fair to assume his brand partners also felt like they won. Scheffler, the #1 ranked golfer in the world, works with six brands including Nike, Veritex Community Bank, TaylorMade, and Titleist. Congratulations to these brands on their maximum exposure during the Masters, and as Scheffler continues his hot streak on top.

While Scheffler’s brand partners are capitalizing on his green jacket win, let’s see how his sponsorship numbers par up to the top five finishers. And what about those other guys favored to win?

Top 5 Finishers

1st Scottie Scheffler | 6 Brands

2nd Rory McIlroy | 19 Brands

T3rd Shane Lowry | 7 Brands

T3rd Cameron Smith | 8 Brands

5th Collin Morikawa | 12 Brands

 

Top 5 Favorites to Win Masters

Justin Thomas | 10 Brands

Jon Rahm | 10 Brands

Brooks Koepka | 7 Brands

Collin Morikawa | 12 Brands

Cameron Smith | 8 Brands

Interestingly enough, Scheffler has the least amount of deals when compared to his competition, but that stat will likely not stick around for long. Take Collin Morikawa for example, after winning his first major back in 2020, his deals increased by +140%. This year he was a fan favorite to win along with his 12 brand partnerships. It will be interesting to see how Scheffler’s Masters win, and first PGA win, will affect his number of deals. Will his endorsements skyrocket like that of Morikawa? What brands will be next to leverage Scheffler’s game and highly engaged social media following?