Sponsor Insights

John John Florence | Endorsements

On International Surfing Day we highlight one of the most dominant Pipe surfers of his era, John John Florence.

100% of Florence’s partnerships include social content, where he averages over 57,000 engagements per brand.

John John Florence Trading Card

PGA Championship | Instant Replay

The PGA Championship concluded this Sunday as Justin Thomas took home the Wanamaker Trophy in a nail-biting three-hole playoff victory against Will Zalatoris.

16 new brands signed on with the PGA tournament as broadcast advertisers this year, including adidasFirst Horizon Bank, and Morgan Stanley.

PGA Championship IR

2022 Spanish Grand Prix | Endorsements

Sunday saw Max Verstappen win the 2022 Spanish Grand Prix in Barcelona. After their home race, we compare the two Spanish drivers – Carlos Sainz of Scuderia Ferrari and Fernando Alonso of BWT Alpine.

SAINZ V ALONSO

FA Cup 2022 | Endorsement Matchup

The final round of the FA Cup took place this weekend as Liverpool defeated Chelsea in a penalty shootout.

We compare the social media presence and deals of Chelsea striker, Romelu Lukaku, with Liverpool defender, Trent Alexander-Arnold.

Liverpool Vs. Chelsea

MLB Endorsements

International superstar Shohei Ohtani has garnered an impressive 188% increase in social followers YoY. That has translated into signing more than 10 endorsements with brands globally. How does that compare to teammate Mike Trout? Trout’s social following has only grown 2% over the past year but it has not slowed down the amount of deals he has which are in the double digits.

How does this compare to other star players around the league?

Signing mega deals for a player’s “performance” has not always meant endorsement deals off the field. Two examples of this are Max Scherzer & Gerrit Cole who are the two highest paid pitchers in baseball. Each player totals only two deals, both have a deal with Rawlings, while Scherzer has a deal with Indeed and Cole with Nike. Notably, both of these players are not as active on social media as some other star players having under 1 million followers each.

Philadelphia Phillies outfielder Bryce Harper comes to mind when thinking about players like Trout having more than five endorsements off the field while signing big contracts for his game play. Harper has over 2 million followers on social media that his brand partners like Dairy Queen, Gatorade & Fanatics leverage. Harper’s followers average a 4% engagement rate on his social posts totalling over 380k engagements, the most of the five athletes mentioned. Ohtani leads the group with 11 total deals and highest

 

Brands Master Endorsement Deals with Golfers

The Masters is such an exclusive event when it comes to tournament sponsors, therefore it allows more room to highlight golfer’s individual partnerships. Scottie Scheffler took home the coveted green jacket Sunday, and it’s fair to assume his brand partners also felt like they won. Scheffler, the #1 ranked golfer in the world, works with six brands including Nike, Veritex Community Bank, TaylorMade, and Titleist. Congratulations to these brands on their maximum exposure during the Masters, and as Scheffler continues his hot streak on top.

While Scheffler’s brand partners are capitalizing on his green jacket win, let’s see how his sponsorship numbers par up to the top five finishers. And what about those other guys favored to win?

Top 5 Finishers

1st Scottie Scheffler | 6 Brands

2nd Rory McIlroy | 19 Brands

T3rd Shane Lowry | 7 Brands

T3rd Cameron Smith | 8 Brands

5th Collin Morikawa | 12 Brands

 

Top 5 Favorites to Win Masters

Justin Thomas | 10 Brands

Jon Rahm | 10 Brands

Brooks Koepka | 7 Brands

Collin Morikawa | 12 Brands

Cameron Smith | 8 Brands

Interestingly enough, Scheffler has the least amount of deals when compared to his competition, but that stat will likely not stick around for long. Take Collin Morikawa for example, after winning his first major back in 2020, his deals increased by +140%. This year he was a fan favorite to win along with his 12 brand partnerships. It will be interesting to see how Scheffler’s Masters win, and first PGA win, will affect his number of deals. Will his endorsements skyrocket like that of Morikawa? What brands will be next to leverage Scheffler’s game and highly engaged social media following?

Golf | Endorsements

The most anticipated golf tournament of the year is finally here as the Masters tees off in Augusta. Over 280 brands have an endorsement deal with golfers across the world, and these brands use the Masters as their runway to showcase their partnerships with the best of the best. On average, each professional golfer has 5 endorsements. Brands are eager to get premium placement on players hats, shirts, bags, and shoes. In regards to the most partnerships with golfers, ROLEX and NetJets lead the way for non-apparel brands while Titleist and TaylorMade are #1 and #2 respectively across all categories (no surprise there).

So who are the top betting favorites we’ll see on the course this weekend? And which lucky brands are  capitalizing on these players’ social following?

The top five betting favorites heading into the tournament are Justin Thomas, Jon Rahm, Scottie Scheffler, Dustin Johnson, & Cameron Smith. Johnson leads the group in terms of social media followers with over 2 million across IG / FB /  channels. Having the least amount of followers is Scheffler. However, his followers are highly engaged making Scheffler’s average engagement rate over 65% on his branded posts. Four of these five golfers have deals with both NetJets and Titleist, brands that are sure to garner extra exposure throughout the weekend. 

Aside from Apparel & Accessories, Watches & Jewelry, Banking, and Software companies are the most frequent categories signing golfers to endorsement deals with their brands. The top three brands within these categories are Rolex, Veritex Community Bank, & Slync.io respectively.

Golf Endorsements

NIL Deals | Endorsements

With March Madness wrapping up earlier this week, it signifies the end of the first ever March Madness tournament in which many athletes participating have NIL deals. Before the tournament began, Chet Holmgren and Paolo Banchero signed a deal with Yahoo! Sports in order to promote the company’s bracket “Pick’em game”. In addition to this deal, Sheets and Giggles (a mattress company) signed five athletes to be a part of their “Sleep Sixteen” campaign. This initiative promoted the effects of a good night’s sleep by partnering with five female and male athletes who played the least amount of minutes on their teams, educating fans on the importance of rest. 

During the tournament, two unlikely athletes were able to capitalize on big time moments.

The first being Doug Edert, who helped lead the 15th seeded Saint Peters Peacocks to a historic Elite Eight run. During this run Edert capitalized by signing a NIL Deal with Buffalo Wild Wings. Another unlikely deal came from an athlete, but not on the court. During the Saint Mary’s vs. Indiana first round game, a ball got stuck on top of the hoop. When nobody could get the ball down, Indiana cheerleader Cassidy Cerny saved the day by getting the ball down. Days after the game, BreakingT signed a deal with Cerny creating a shirt to encapsulate the moment.

 

Five popular basketball players have been taking advantage of the new NIL rules. Azzi Fudd, Zia Cooke, Paige Bueckers, Hailey Van Lith, & Paolo Banchero all have over four deals and more than 250k social media followers.

Brands Celebrate Partnerships During International Women’s Week

Heading into March Madness, Degree has launched a “Bracket Gap Challenge” to raise awareness around the NCAA Women’s tournament. The announcement comes during International Women’s Week as the brand teamed up with WNBA star Candace Parker encouraging fans to fill out a women’s bracket. Degree has deals with female athletes in the college volleyball space as well as with Ali Kreger, soccer player for the U.S Women’s team.

In addition to Degree’s support of women and college athletes, the top two brands supporting women’s empowerment causes are Simmons Bank and Chase. This week Chase and the Golden State Warriors announced activations scheduled throughout March aimed to amplify women’s voices and to help establish an equal playing field. 

Simmons Bank created a multi-university initiative with 10 schools becoming the presenting sponsor of Women’s Athletics at each. The goal of these sponsorships is to expand beyond the traditional elements of a sponsorship deal and emphasize custom programming and increased career opportunities for female student-athletes.

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.

 

 

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.

NBA All-Star Weekend LeBron James Endorsements

NBA All-Star Weekend Kevin Durant Endorsements