Sponsor Insights

NBA Playoff Appearance Strengthen Social Media Experience

This year, the 16 NBA playoff teams saw a 12.5% increase in social media followers while non-playoff teams saw a 5% growth. Is this due to more time in the limelight or because their markets are home to the best players in the league?

Of the eight Eastern Conference playoff teams, the Chicago Bulls rank highest in the NBA in terms of social media followers, with nearly 30M and ranked #4 in the league. Interesting to note that of the eight teams, five rank #1 in their market in terms of social followers.

With superstars Kyrie Irving and Kevin Durant, the Brooklyn Nets have the highest average engagement rate per post while the Boston Celtics have the highest total engagement. As defending champions, the Milwaukee Bucks have the most social deals, 55 unique brands to be exact. While the Atlanta Hawks have less social deals but the highest number of branded posts, with over 2,300 already this season..

Now onto the Western Conference teams. Four of the eight teams rank #1 in social media followers in their market while all eight teams are at least top three in their respective markets. To no surprise,, the Golden State Warriors rank highest amongst the crew in social follower rank within the NBA landing at #3. The Utah Jazz had the highest YoY growth with a 29% increase.

The Warriors take the title for having the highest average engagement rate as well as total engagement of over 50M. This separates them from the pack by a landslide, the Mavericks come in 2nd with a total engagement of just over 8M.

NBA Play-In Tournament | Property Comparison

The NBA‘s Play-In Tournament is back for its 2nd year. We highlight the west coast matchup of the day as the Minnesota Timberwolves take on the Los Angeles Clippers tonight on TNT.

#sponsorships

NBA Play-In Timberwolves vs Clippers

Lebron James & Kevin Durant | NBA All-Star Endorsements

Sunday, February 20th, Team LeBron takes on Team Durant in the 2022 NBA All-Star Game hosted at Rocket Mortgage Fieldhouse.

Los Angeles Lakers superstar, LeBron James, has seen a 21% increase in social followers and a 75% increase in brand endorsements this season. On the other side of the court, Kevin Durant of the Brooklyn Nets has seen a quick boom in endorsements featuring CoinbaseWeedmaps, Degree, Master & Dynamic, and Nike. Not to mention his investments with the Philadelphia Union.

NBA All-Star Weekend LeBron James

NBA All-Star Weekend Kevin Durant

This Sunday, Team LeBron takes on Team Durant in the 2022 NBA All-Star Game hosted at Rocket Mortgage Fieldhouse.

Los Angeles Lakers superstar, LeBron James, has seen a 21% increase in social followers and a 75% increase in brand endorsements this season. On the other side of the court, Kevin Durant of the Brooklyn Nets has seen a quick boom in endorsements featuring CoinbaseWeedmaps, Degree, Master & Dynamic, and Nike. Not to mention his investments with the Philadelphia Union.

The Future of Fitness Coaching is within the Future App

Future, a fitness app that virtually connects you with your very own personal trainer, has signed deals with the New York Knicks and Golden State Warriors. The brand will become the Official Fitness Coaching partner of both teams as they have opened up a new sponsorship category within the NBA

The brand will be getting awareness with logo visibility at both Madison Square Garden and the Chase Center while also creating exclusive content with the strength and conditioning coaches of both teams. They will also be featured during the game with promotions available for fans attending games.

Each week SponsorUnited sends out a list of the top 25 hottest brands to current clients. This list is ranked by weekly increase in profile views by unique users of SponsorUnited. Last week after the deal was announced with the teams, Future was ranked #5 on the list while the week prior was ranked #478. It will be interesting to watch Future as the season continues. SponsorUnited will be tracking all assets Future has at both arenas which is set to debut in the next week as the All-Star break has ended. The brand has currently been activating with the Golden State Warriors on social media with branded posts called “Road Reps.”

 

James Harden vs Ben Simmons | NBA Trade Deadline

NBA trade deadline

On the final day of the NBA trade deadline, the Brooklyn Nets and Philadelphia 76ers pulled off a blockbuster deal trading James Harden for Ben Simmons among other players.

Simmons, who hasn’t played this year, still ranks #10 in the NBA in total endorsement deals and has outperformed Harden in terms of branded post engagement, with almost 1% of his total followers liking/sharing/commenting on posts where he promotes a brand.  Playing has its benefits, however, as Harden has grown his follower base by 129% this year, compared to 9% by Simmons.

According to SponsorUnited data, Nike and adidas lead the way in terms of sponsorship deals with NBA athletes. Similar to the overall NBA, the two brands battle back and forth to land more deals. In this instance, adidas has landed Harden while Nike has Simmons. BodyArmor, a Harden partner, and Verizon, a Simmons partner, both also are in the top 7 in terms of sponsorship deals while Verizon edges out BodyArmor narrowly.

Karl-Anthony Towns leads the way in the NBA with 16 endorsement deals followed by Trae Young with 13 followed by Jayson Tatum with 12. Lebron James has the most total social followers in the league north of 185 million with Steph Curry behind him over 60 million. Although Bron may take the lead in followers, Curry has a .91% engagement rate while Bron’s is .38%.

Major Pro Sports | Technology Sponsorships Annual Report

Major Pro Sport Tech Insight

The Tech Category is now the 6th highest ranked within Major Pro Sports sponsorships, averaging 9 sponsorship deals per team. Over 400 technology and consumer electronics brands are buying sponsorship or media across the leagues.

Interested in learning more about spend data within the Technology and Consumer Electronics industry? Download the Technology Annual Report for FREE now at SponsorUnited.com.

Netaverse | Technology Sponsorships Annual Report

The Brooklyn Nets and Yes Network have embraced virtual reality broadcasting in the form of the “Netaverse”, making the NBA team officially the first professional sports team to join the metaverse. The “Netaverse” uses over 100 high-resolution video cameras around the court which help render the virutal reality experience for fans bringing them closer to the game than ever.

Over 400 technology brands are buying sponsorships in Major Pro Sports. Want to take a deeper dive into the future of tech innovation in sports? Keep an eye out for the SponsorUnited Technology Sponsorships Annual Report coming soon! 

NBA 2020-21 Report

SponsorUnited, the leading partnership data platform for sports & entertainment, released its NBA Marketing & Partnerships annual report for the 2020-21 season.

Key Highlights of The Report Include:

  • Estimated team revenues across top five categories in the NBA are: Finance ($121.3MM), Technology ($81.6MM), Healthcare ($67.3MM), Telecom ($56.1MM), and Auto Manufacturer ($39.2MM).
  • SponsorUnited estimates the top three teams in terms of sponsorship revenue are the Golden State Warriors, New York Knicks and the Los Angeles Lakers.
  • Social followers of NBA Teams grew 4.7% during the season, up to 496MM, while followers of players grew 4.9% up to 768MM.
  • The most searched brands by NBA teams to partner with this season were Hyperice, GoPuff, Therabody, DoorDash, Crypto.com, Betway, Coinbase, Indeed, DraftKings and Whoop.
  • LeBron James, Trae Young, and Damian Lillard rank first, second, third in NBA player endorsement deals.