Sponsor Insights

EuroLeague Final Four

For the last 12 years, Turkish Airlines has been the exclusive title sponsor for the EuroLeague’s competition. While the exclusive title sponsor spot is taken, other brands like adidas, BKT, Spalding and 7days carry a large presence all over Europe during the games. For some brands, a partnership just for the Final Four is enough. Technogym and Acibadem have deals only at the season’s end and provide technical equipment and services to the teams.

The EuroLeague has been deemed the most important basketball tournament in Europe which includes the best teams throughout Europe. The league, a semi-closed league, consists of 18 teams competing to qualify to the Final Four which leads to being crowned the champions of Europe. This year the final stage is set in Belgrade, Serbia, in the Stark Arena. 

The four teams competing for the title are the reigning champion, Anadolu Efes, who are looking to bring the title back to Turkey. The Spanish giants, Real Madrid and Barcelona, who bring the national rivalry to the international sphere. Finally, Olympiacos qualified second in the regular season to make the Final Four.

Off the court, Real Madrid ranks #1 in terms of social media following in the EuroLeague with 18M followers across all platforms, a sizeable lead over FC Barcelona ranked #2 with just over 3.5M. Anadolu Efes and Olympaicos rank #6 and #7 respectively within the EuroLeague.

 

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)

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)

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.

SalesUniversity

Earlier last month, SponsorUnited launched SalesUniversity, a 20-week program designed to pave the way and open doors for the next great generation of sponsorship sellers. 

In servicing all sides of the industry, SponsorUnited has seen the need from rights-holders to find better trained entry-level sponsorship sales talent and a need from entry-level sales candidates to gain more in-depth experience, technical training and ultimately, job opportunities.

Because of this, we’re thrilled to announce the launch of an elite new program to develop and nurture the next generation of sponsorship sales professionals.

SalesUniversity offers experience, mentorship, networking, technical skills, and role playing with the ultimate goal of unlocking the next wave of sales talent for the sports, esports & entertainment industries. 

 In this 20-week training program, team members will learn to navigate the complex world of sponsorship selling from best-in-class industry leaders and partners.

 We are committed to the growth and success of young sales professionals. If you know anyone interested in getting their foot in the door in sponsorship selling, this program is the perfect fit.

 To learn more about the program and how students or young industry professionals can apply, visit SponsorUniversity.com/SalesUniversity or email us at partners@SponsorUnited.com.

 

 

Cannabis Category | SponsorInsight

As the Cannabis industry grows around the US and across the world, the brands buying sponsorship / media has increased by 132% since 2020. The top brands within the Cannabis category are Beam Organics, cbdMD & 3Chi respectively, while cbdMD, Mendi & CBDMedic are the most searched brands by sponsorship executives on the SponsorUnited platform.

Which CDB brands in ‘22 have been the most active in signing new partnerships?

Apr ’22 – Craft 1861 extended their global sports partnership portfolio into motorcycle racing by naming MotoGP its Wellness Partner, as well as announcing a deal with Pramac Racing. The multi-year deal is the first of its kind in Motorsport.

Feb ’22 – Spartan partnered with Gameday CBD as their Official CBD Partner for the 2022 race season. The partnership will focus on digital content within their social media platforms, the Spartan website. It will also have in- person interactions such as product sampling at obstacle course racing events.

Jan ’22 – 3CHI teamed up with Richard Childress Racing and Tyler Reddick’s No. 8 Car for the NASCAR Cup Series team in 2022, the first category-specific team partnership in NASCAR.

Cannabis Category Report

SalesUniversity | Info

SalesUniversity

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.

1st Day of NY International Auto Show and Toyota is Winning the Race

New York International Auto Week begins today with an estimated attendance of over 1M. 25 manufacturers are expected to make appearances during the week across five different car categories- convertibles, coupes, crossovers, electric, and fuel cell. Toyota has the most total deals of all brands attending, followed by Ford Motor Company, Nissan, and Hyundai Motor.

Toyota’s partnership portfolio spans across +120 different property types, including all five Major Pro Sports leagues. Additionally, Toyota also holds Venue Naming Rights for eight different properties like the Houston Rockets (Toyota Center) and FC Dallas (Toyota Stadium) just to name a few. Even with the most partnerships of any auto manufacturer, Toyota continues to trend upwards, partnering with +34% more properties since 2020. 

Keep an eye out for Toyota in both the New York International Auto Show and the partnership scene.

Auto Week

Social Media Category Patterns Take Shape

According to an analysis of over 30,000 brands spending on endorsements or sponsorship/media campaigns, each of the “Power 5” platforms represents a unique characterization. For example, Consumer Products is the most active category on TikTok, while not cracking the top five on Instagram, Facebook, Twitter, or LinkedIn.

This past year, we tracked over 30,000 brands buying endorsements or sponsorship/media campaigns that included social media. We found that the Alcohol category had the most sponsored posts in Major Pro Sports, led by Bud Light and Michelob Ultra. The most engaging post in Major Pro Sports was Bibigo’s jersey patch announcement with the Los Angeles Lakers, which saw an engagement score of 1,056,188. The New England Patriots had the highest engaging TikTok post–a sponsored video partnering with apparel company Stitch. 

A major decision maker when choosing TikTok for branded social posts, is to directly target a younger demographic with personable content, as 41% of the user base is made up of people  ages 16-24. Manscaped is a top five brand in the consumer products category when ranked by total partnerships, and leverages TikTok through integrated videos with verified social influencers such as TooTurntTony, who’s sponsored TikTok videos with Manscaped average 386,000 engagements. Walmart leads all brands in total integrated media deals on TikTok, having 66 partnerships with a roster of celebrities and influencers to promote beauty products and fashion designs.

The Apparel & Accessories category appears in the top five categories for all social media platforms, and is led by the two apparel giants Nike and adidas. An impressive 60% of all adidas 900+ partnerships include social media content, while only 37% of Nike’s 1,600+ partnerships.

Social Media Sponsors