The Consumer Products category engaged 1B people across all social platforms in the last 12 months–a staggering statistic that’s almost certain to continue to rise. Let’s take a closer look at this all-important category that arguably touches more people worldwide than any other.
With over 100 sponsorship deals, Clorox tops the list of the more than 2,650 active brands buying sponsorship or media. Gillette takes the second spot with over 85 sponsorships, followed by Manscaped in third place with north of 50 sponsorship deals. YETI, L’Oreal, Degree, Dove, Old Spice, Dawn, and 3M round out the top 10.
Social posts were the most common asset bundled into Consumer Products sponsorship deals, which averaged engagement of 170K each. The category saw more than 5.4K brand collaborations and 31K unique posts in the last year.
Property entitlements and digital content ranked second and third among most popular assets. More than 25 brands have purchased a uniform exposure asset across European Football and Major Pro Sports in the US–the most frequent being a primary and practice jersey patch, followed by a secondary jersey logo.
Within Major Pro Sports, the Cincinnati Reds and FC Cincinnati partner with the most Consumer Products sponsors (more than 10 each)–not surprising, given that Procter & Gamble, the world’s largest fast-moving consumer goods company, has been headquartered in Cincinnati since its founding there in 1837. Both teams have deals with P&G marquee brands Bounty, Charmin, Crest, and Gillette.
At the collegiate level, Ovation Fragrance inked an NIL deal with Michigan State defensive back Dillon Tatum deal last month–marking the brand’s entrée into the red-hot NIL industry. In other January news, YETI became the Official Drinkware and Cooler of the World Surf League. Currently fourth among Consumer Products brands with more than 45 deals, the ubiquitous drinkware brand is looking to make more waves in the sponsorship space.