Sponsor Insights

Kentucky Derby | Instant Replay

In one of the craziest Kentucky Derby. finishes ever, Rich Strike took home 1st at 80-1 odds, the largest in Derby history. The broadcast on NBC saw a 14% increase in the number of brands leveraging the over 15 million viewers this year, an 8% increase in viewership.

BMW was the newest addition to the Derby’s sponsorship list signing on as the Official Luxury Vehicle. With BMW entering the race for the first time, which brands have been capitalizing on the Derby’s viewership the longest?

 Woodford Reserve has been the Official Bourbon of the Derby since 1999, the longest partnership to date. Longines and Vineyard Vines have also been Derby sponsors for over a decade with partnership starting in 2011. 

*Photo From Churchill Downs Website

During the Derby, Churchill Downs owned brands TwinSpires and Brisnet also saw exposure throughout the race and events before and after.

A sponsor since 2020, Ford was visible at multiple points throughout the race including at the starting line for all to see. Ford was also visible across barrier signage throughout the course as well as on a large fixed wallscape on top of the stable.

2022 Miami Grand Prix | Instant Replay

The 2022 Formula 1 Miami Crypto.Com Grand Prix was an event not to be missed! Even with soaring ticket prices, over 85k fans were in attendance from all parts of the globe. In typical Miami fashion, the Grand Prix featured sponsored events and activities only Miami could produce. Inclusive of  week-long events and waterfront activations.

Here’s what you missed…

The spectating area was divided into 4 “campuses,” North, South, East, and West.

After visiting the North Campus, fans were able to walk towards the South Campus, which featured a variety of activation, including Ferrari, Crypto.com, and McLaren, Bal Harbour Shops, among others. This area seemed to be geared towards suites and a more upscale ambiance and audience.

From drop off at gate 13, fans walked into the North Campus, which included activities from Red Bull, ESPN and Gainbridge, among many other merchandise, food, and drink vendors.

The East Campus and Marina provided a unique vibe, with yachts and a large club sponsored by MSC Cruises. This was one of the main focal points of the layout and was definitely a talking point.

There were also some other activations around the track from AutoNation, Flor De Cana, Heineken, Hard Rock, just to name a few.

The Miami GP was a massive success for the city as well as Formula 1 itself. Next stop, Vegas!

F1 Miami

CONCACAF | Instant Replay

In addition to being the first MLS club to win CONCACAF Champions League, the Sounders will also be the first to represent the league at the FIFA Club World Cup.

We highlight some of the activations and FS1 broadcast ads during the Sounders 2022 CONCACAF Champions League victory, which saw a record-breaking crowd of 68,741 fans.


The 2022 Grand National | Instant Replay

The 174th annual running of the Grand National horse race took place at the Aintree Racecourse in Liverpool this weekend, with between 500-600 million viewers worldwide.

Over 50 brands across 19 categories were seen partnering with the three-day race, including UK based brands Randox and Jewson. 

Grand National

EFL Papa Johns Trophy Final | Instant Replay

The 2022 Papa Johns Trophy winners were decided in the closing moments of the soccer match as Rotherham United scored a last-minute equalizer and beat Sutton United 4-2 in extra-time.

SponsorUnited was in attendance and captured over 70 sponsorship assets throughout the match, check out some of the activations and insights!

Grand Prix of Qatar | Instant Replay

Sunday was the first race of the 2022 MotoGP season, with Bastianini taking the victory in Qatar.

The Qatar Tourism Authority showcased many assets in their home GP, along with a variety of other brands activating.

Super Bowl LVI | Instant Replay

Congratulations to the Los Angeles Rams for winning Super Bowl LVI and Cooper Kupp on receiving the MVP award.

Anheuser-Busch showcased their brands in featured segments during the broadcast on NBC, while Crypto brands, being new to the Super Bowl scene, saw advertisements from CoinbaseFTXeToro & Crypto.com who have combined over 115 new sponsorship deals since the beginning of 2021.

NHL Skills Challenge | Instant Replay

The 2022 NHL All-Star Skills Competition presented by DraftKings Inc. featured brands sponsoring the events.

Discover Financial Services, Honda, EA SPORTSDunkin’​ and Verizon were among the brands who had a presence during the competition.

College Football Championship | Instant Replay