Sponsor Insights

NFL TNF Athlete Endorsements

The NFL season kicked off in LA with a Bills win over the Rams. Checkout the NFL star’s with commercial appearances during TNF broadcast on NBC:
  • Head & Shoulders x Patrick Mahomes & Troy Polamalu
  • SiriusXM x Larry Fitzgerald
  • Frito-Lay x Josh Allen
  • Subway x Patrick Mahomes
  • Subway x Rob Gronkowski
  • SoFi x Justin Herbert
  • DirecTV x Dak Prescott, Ceedee Lamb
  • State Farm x Patrick Mahomes
  • Sleep Number x Dak Prescott
  • Little Caesars x Matthew Stafford

 

Social Media Influencers = Powerful Marketing

Partnering with influencers on leading social media platforms has become a strategic way for brands to build equity and reach completely new audiences. As Cara Stucker, SponsorUnited’s senior manager of endorsements, explains, “The thing about influencer marketing is, all brands can do it. Working with influencers allows brands extreme flexibility–whatever the budget, target audience, campaign length or type of media, influencers will make it happen.”

UPDATE: Earlier today, news broke of a new partnership with Khaby Lame. Binance has signed Lame as their newest brand ambassador to grow the Binance ecosystem leveraging the power of Lame’s social media. Binance announced the partnership via their Twitter, Instagram and Facebook accounts.

Here’s the list of top influencers (by number of followers) tracked in the SponsorUnited database, and their top three brand deals across all social media channels.

TikTok:

1. Khaby Lame – 144.4M
Hugo Boss, Amazon Prime Student, Disney

2. Charli D’Amelio – 142.8M
Step, Morphe, Takis

3. Bella Poarch – 90.3M
Cash App, Moncler, HyperX

4. Addison Rae – 88.1M
ITEM Beauty, American Eagle Outfitters, Vital Proteins

5. Zach King – 68.8M
Credit Karma, Amazon, Google (Alphabet)

Instagram:

1. Khaby Lame – 78.4M

2. Larissa Machado (Anitta) – 62.7M
adidas, Samsung, Sol de Janeiro

3. Whindersson Nunes – 58.5M
Subway

4. Huda Kattan – 50.6M
ASOS, Sephora, Harrod’s

5. Lele Pons – 49M
Adore Me, PUBG

Twitter:

1. Whindersson Nunes – 25.4M

2. Ruben ‘El Rubius’ Doblas – 19.3MM
Amazon Prime Student, Paco Rabanne, Drift Gaming

3. AuronPlay (Raul Alvarez) – 15.9M
Fanta, LG Electronics, Amazon Prime Video

4. Cameron Dallas – 14.8M
boohooMan, Ralph Lauren, Crypto Demonz

5. Felipe Neto – 14.5M
N/A

Facebook:

1. Noel Arevalo – 74.7M
Inno Supps, Fashion Nova

2. Alexandra Mary Hirschi (Supercar Blondie) – 47M
VinFast, Driver Ape Racing Club, Xbox

3. Dhar Mann- 28M
N/A

4. Kayla Itsines – 28M
sweat, iFit, P.E. Nation

5. Luisito Comunica – 23M
Rey Palomo, Gran Malo, Deigo CDMX

*The nine categories considered when pulling data: beauty/fashion, fitness, food/travel, kids/family, pet, reality tv, tech/science, esports, and other social media influencers. 

Las Vegas Based Brands Sponsorship/Media

With the NFL Draft in Las Vegas, Nevada throughout the weekend, many brands headquartered in the city have been actively buying sponsorship or media. With over 350 total deals in the top 10 alone, there are plenty of possibilities to connect with a brand headquartered in the city. SponsorUnited has compiled a list of the brands most active, which are they?

  • Rockstar Energy Drink
  • WynnBet
  • MGM Resorts International
  • Las Vegas Tourism
  • Allegiant Air
  • Universal Windows Direct
  • Credit One Bank
  • Resorts World Las Vegas
  • Aria Resorts & Casino
  • Caesars Entertainment

Rockstar Energy Drink leads the way with over 70 deals while each brand on the list has over 15. Although headquartered in Las Vegas, the brand seeks partnerships across the United States and even globally with deals in Canada as well as Germany.

Signing one of the largest deals of the group was Allegiant Air, securing Venue Naming Rights for the Las Vegas Raiders when their stadium opened. The stadium is now known as Allegiant Stadium. Along with Naming Rights the brand has over 25 sponsorship assets with the team including Club Naming Rights, App Presenting Sponsor, Entertainment Related Content among many more.

Motion Pictures & Studios | SponsorInsights

The week before the 2022 Oscars, we dive into the sponsorship and media deals of studios in the Motion Pictures & Studios category.

Universal Pictures leads this category with over 50% more sponsorship deals than any other studio, including deals with the New York Mets and the Ultimate Fighting Championship.

Streaming Services Give Sports a Global Footprint

With the MLB and MLBPA agreeing to a deal yesterday, Apple has signed a major deal with the league to stream games on Apple TV. This marks the 6th deal for the tech giant’s streaming service who will host  “Friday Night Baseball,” a weekly doubleheader with live pre and post game shows. The deal will span across the UK, US, Canada, Australia, Brazil, Japan, Mexico, Puerto Rico and South Korea to start with more countries expected to be added. 

So what does this mean for brands? Brands will get their share of the pie as this will also open up partnerships across streaming services to allow brands to expand their global reach and international brands to gain access to the US markets. 

Amazon and the NFL have signed a similar agreement beginning this upcoming season as well as HBO Max the the U.S Soccer Federation beginning in 2023.

Many of these streaming platforms have the capabilities to reach hundreds of countries around the world and the TV landscape is changing. In a recent forecast of digital sports viewership by eMarketer, almost one in four US live sports viewers watched via digital channels in 2020. Within the Amazon and NFL partnerships, Amazon is expected to utilize enhanced shopping features, where users can interact mid-game with a product, increasing brand conversion rates. Traditional in-game commercials will continue to run, but with the ability to know your user, Amazon is expected to debut targeted advertisements which brands across the world will.

 

Fitness Trainers & Influencers | Endorsements

With the start of a new year, fitness resolutions are top of mind for many.

We highlight the top fitness trainers and influencers in the sponsorship and media space. Remi Ishizuka has six deals in the retail category as well as food products which include Kohl’sWalmartNuun Hydration & Tic Tac.

MLB 2021 Report

DOWNLOAD REPORT: https://sponsorunited.com/2021-mlb-report/

The SponsorUnited MLB 2021 Marketing & Partnerships Annual Report is here! Take a deep dive into the MLB 2021 partnership landscape in the most comprehensive report available in the industry. Download now for FREE HERE.