The 2022 NFL offseason has provided prime opportunities for brands keen to raise their social media profile since the NFL Free agency began in March. With the preseason kicking off tonight, let’s break down the engagement numbers.
Since March 1, more than 650 deals have been promoted on social channels across the league and its teams, totaling north of 6,400 posts thus far. With an average of 10 posts per brand, total engagement (likes, shares, or comments) across all deals tops 17.5 million, or just over 25,000 engagements per deal.
Not surprisingly, the two leading social media partnerships were with last season’s Super Bowl rivals, the LA Rams and the Cincinnati Bengals. The fact that Rams posts took four of the top 10 slots by average engagement underscores the offseason benefits reaped by brands partnering with Super Bowl champions.
The Rams also top the list of brand deals with a 3-post minimum. The team’s partnership with Nike has tallied more than 45,000 average engagements across 7 posts, for a total of more than 315,000 followers.
Lesser-known companies like Swift Meats also were able to garner exceptional exposure in their deals with the Bengals. With 8 posts overall–which showcased the new “White Bengal” helmet, debuting this year–Swift Meat’s total engagement stands at 250,000, an average of just over 31,000 per post.
Rounding out the top 5 most successful social media partnerships from the Draft through July 31st were the Atlanta Falcons and Coca-Cola, the New York Giants and Invisalign, and the Denver Broncos and Chevron, respectively. With a minimum of 3 posts, each saw per-post engagement of more than 20,000 followers.