As the Electric Daisy Carnival (EDC)–the largest electronic dance festival in North America–heads to the Las Vegas Motor Speedway tomorrow (5/19-21), let’s take a closer look at this colorful, action-packed market.
MGM Resorts International and Toyota top the list of most active brands in Las Vegas–the 40th largest market in the U.S. by population–with 10 deals each, while Las Vegas Tourism (Las Vegas Convention & Visitors Authority) and the Las Vegas Review Journal tie for second with 9 sponsorships. Coca-Cola, Cox Communications, AXS, and Desert Radiology all take the third spot with 7 deals. Notably, all brands in the top 1,2,3 spots sponsor the Vegas Golden Knights, and all but Toyota and AXS partner with the Las Vegas Raiders. Brands, take note: both the Knights and the Raiders are currently without a partner in the Coffee, Mattress & Bedding, and On-Demand Delivery categories.
Speaking of, the Knights boast the most sponsors in the market with a whopping 150+ partnerships, followed by the Raiders and SRS Distribution Las Vegas Bowl, both with just over 100 sponsorship deals each. Shriners Children’s Open, Las Vegas Aviators, Oracle CloudWorld, Henderson Silver Knights, Las Vegas Lights FC, UNLV Rebels, and Las Vegas Motor Speedway round out the list of most active properties in America’s gambling capital.
With 7.9M followers and branded engagement of 1.7M, the Raiders offer the largest social media opportunity for brands, while the Latin Grammys take second place with 6.8M followers. Shareef O’Neal–son of Shaquille O’Neal and a player for the NBA G League Ignite, based in Henderson, Nevada–claims the third spot on the podium with a following of 4.9M.
EDC Las Vegas lands in fourth with 4.1M followers. The EDM festival powerhouse inked over 15 sponsorship deals last year with brands including Corona USA, Uber, Tinder, and Verizon, and engaged 255K followers with 78 posts in the last 12 months.
The Las Vegas market (defined as all properties based there) garnered a total engagement of 5.5M across 15K unique posts. An Instagram post by former Las Vegas Aces player Elizabeth Cambage, in a paid partnership with Savage X Fenty, outperformed them all, engaging 133K followers.