Sponsor Insights

Security Category Report

The Cybersecurity category is making moves, with over 140 active brands buying sponsorship or media across all property types in 2022. Major Pro Sports in the U.S. look like a prime prospective target, as only 19 brands currently have sponsorship deals within the five leagues.

And given that the number of active brands in the category has more than doubled over the last two years, IT Security’s momentum shows no signs of stopping. With more than 10 new sponsorship deals each in 2022, Acronis, NordVPN, ExpressVPN, Kaspersky, and Raytheon Technologies top the list of the fastest-growing brands. 

Twitter and Instagram lead the list of the five emerging assets utilized most in partnerships by Cybersecurity brands. More than 30 properties leverage their social media following on the two social channels, tagging the brands in their posts as part of their deals.

Overall, Cybersecurity utilizes social media in over 140 deals, topping more than 1,300 posts. 

Total engagement across all branded posts within the category tops 3 million, while the top four social posts with the most engagement are by Formula 1 teams on Instagram–not surprising, given the red-hot sport’s explosive growth in popularity. CrowdStrike and the Mercedes-AMG Petronas F1 Team engage Instagram users the most, with over 250,000 likes on Instagram.

The top 5 most searched brands within the category by sponsorship executives on the SponsorUnited platform over the last 12 months: 

  1. Acronis
  2. Ring
  3. NordVPN
  4. ReliaQuest
  5. CrowdStrike

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