Sponsor Insights

April Brand Power Rankings

The year of Cryptocurrency continues in the sponsorship world as numerous new deals continue to get signed. Nearly 30% of the top 30 most searched brands on the SponsorUnited platform continued to be from the Crypto category. From the #2805 spot to #1 spot, Coinmotion was in motion last month and in the news recently due to their involvement with Bitcoin donations to Ukraine. With sponsorship execs shining the spotlight on this brand, it will be interesting to see if sponsorship deals follow.

FlexIt Fitness has seen a 361% increase month over month in search data after signing their first Major Pro Sports deal with the Florida Panthers at the end of March. So what was included in the deal?

Designated the Official Virtual Fitness Partner of the Florida Panthers, assets included in the deal are: in-person activations, venue signage, promotion sponsor, entertainment related content with the  “FlexIt Flexcam” as well as having trainers outside the stadium getting the heart rate of fans up with exercises outdoors.

Signing a first-of-its-kind deal within the MLB, Motorola will become the Jersey Patch partner for the San Diego Padres. The deal adds to Motorola’s growing list of sponsors having over 25 deals, up over 75% since 2020.

Within the top 100 most searched brands, the Financial category leads the way by a wide margin having 22 brands land on the list. The QSR and Technology categories are tied for 2nd with 9 each. 

2022 Brand Power Rankings

Sneaker Collaborations

Everyone knows sneaker collaborations are extremely popular across music artists, athletes, influencers, and teams, and brands are eager to get in on the action. So far in 2022 we’ve seen quite a few collaborations that were unique and a bit surprising. 

Fruity Pebbles x Nike x Lebron

Waffle House x adidas

Sweethearts x Crocs

Just to name a few….

This past week, Waffle House x adidas created limited-edition golf shoes for the Masters. Available beginning April 7th, the three stripes on the sides will sport a brown, checkered waffle pattern.

What other brands have created limited edition footwear?

The adidas and Waffle House collab, follows in the footsteps of adidas and LEGO in mid 2021. The two organizations came together to provide LEGO fans with not only one shoe, but an entire sneaker line of LEGO branded sneakers. 

Lebron James x Nike x Fruity Pebbles debuted the LeBron James 19 Low Magic Fruity Pebbles shoe. Providing promotions during the launch, fans were able to buy a box of the Magic Fruity Pebbles for 20% any items and automatically be entered into a sweepstakes for Lebron’s limited-edition shoe.

Crocs has been a leading brand within the sneaker collaboration space partnering with many music artists. Diplo, Post Malone, Saweetie, Justin Bieber amongst others have all partnered with Crocs over the last year creating Crocs that show off the artists style and vibes.

Sneaker Collaborations

Kellogg’s | Brand Spotlight

Kellogg’s has over 80 sponsorship deals while a third of those deals come within the college space including schools as well as bowl games and tournaments. Frosted Flakes deals alone span across more than 15 NCAA properties. Most notably though, Kellogg’s utilizes the Cheez-It brand as the presenting sponsor of a college football bowl game during as well as the Hall of Fame Tip-Off at the beginning of the basketball season. 

Across Major Pro Sports, Kellogg’s has a league deal with the MLS which spans across 16 of their 27 teams as seen in the SponsorUnited MLS 2021 Marketing & Partnerships Annual Report. Cheez-It and Pringles are the Official Snacks of the MLS and eMLS and their other brand Eggo, is the Official Waffle. The focus of their partnership with the MLS is to engage with their younger, multicultural audience.

Within all of their sponsorship deals, 64% of their deals include TV-Visible signage including courtside aprons, digital ads on the goal line and exit tunnel signage. TV-Visible signage and Property Entitlements are the largest assets secured in Kellogg’s sponsorship deals.

Tequila | Sponsorship Lineup

In honor of National Margarita Day, here are the most active tequila brands among all sponsorships & media partnerships: Don Julio, Hornitos Tequila, and El Jimador. Of the 75+ brands tracked, Hornitos was the fastest growing across NFL, NBA, MLB, NHL and MLS while Don Julio was the fastest growing within music.

Don Julio signed a deal with Austin FC during their inaugural season in 2021 having six sponsorship assets with the team. The assets they had with the team ranged from signage in the stadium to in-store point of sale activations as well as a sponsored attendee take home item. Don Julio has over 10 sponsorships within the music space including artists having a deal with country music artist, Ingrid Andress.

Hornitos has over 25 sponsorship, media or vendor deals across the NFL, NBA, MLB, NHL and MLS while more than five of those currently are a sponsorship deal as well. Besides use of marks, TV-visible signage is the most bought asset by the brand as it is included in 35% of deals.

El Jimador is the leading Tequila brand in the MLS with eight deals in 2021, more than doubling the second brand Lunazul Tequila. Their biggest deal in terms of sponsorship assets comes with the MLS Cup Champions, New York City FC. On the digital media front, the two organizations worked together to have a sponsored video on the website and app as well as content sponsored on the Pup Partner page on the website.

 

Tequila Brands Lineup

The Future of Fitness Coaching is within the Future App

Future, a fitness app that virtually connects you with your very own personal trainer, has signed deals with the New York Knicks and Golden State Warriors. The brand will become the Official Fitness Coaching partner of both teams as they have opened up a new sponsorship category within the NBA

The brand will be getting awareness with logo visibility at both Madison Square Garden and the Chase Center while also creating exclusive content with the strength and conditioning coaches of both teams. They will also be featured during the game with promotions available for fans attending games.

Each week SponsorUnited sends out a list of the top 25 hottest brands to current clients. This list is ranked by weekly increase in profile views by unique users of SponsorUnited. Last week after the deal was announced with the teams, Future was ranked #5 on the list while the week prior was ranked #478. It will be interesting to watch Future as the season continues. SponsorUnited will be tracking all assets Future has at both arenas which is set to debut in the next week as the All-Star break has ended. The brand has currently been activating with the Golden State Warriors on social media with branded posts called “Road Reps.”

 

Peloton | Brand Spotlight

Peloton is changing the way people get fit. With 15% of their partnerships tied to athletes and influencers, social media is their #1 sponsorship asset.

Notable athlete deals include partnerships with Olympic Gold Medalist, Usain Bolt and Allyson Felix.

FTX | CES 2022

FTX has taken their talents to CES 2022 with activations featuring multiple NFT’s. During 2021, FTX sponsorship deals increased 1,600% from 2020 while securing deals across many different industries and leagues. Some of the more notable deals they have are a venue naming rights deal with the Miami Heat, umpire jersey patch sponsorship with the MLB, and deals with more than 20 athletes which include future Hall of Famers Tom Brady, David Ortiz and Stephen Curry.

The FTX deal with the NBA’s Miami Heat consists of more than 20 unique sponsorship assets that include interior TV-visible Signage, press conference backdrop logo placement and a sponsored attendee virtual take home item. As fans entered the arena, they were given the opportunity to scan a QR code to receive a free FTX Arena NFT along with a free “You In, Miami?” T-shirt.

According to SponsorUnited’s MLB Marketing & Partnerships Annual Report, FTX was the most searched brand by MLB executives on the SponsorUnited platform during the 2021 season. As we look ahead to 2022, will FTX expand their current MLB sponsorship with various teams throughout the league? We can’t help but think so.

FTX x CES

Hisense | CES 2022

Hisense showcased their sponsorship status with the FIFA World Cup Qatar 2022 at CES. Not only do they have a sponsorship deal with FIFA but according to SponsorUnited’s Technology Sponsorships Annual Report coming out later this month, they also are the third most active brand international within the Consumer Electronics and Technology Multiline category.

60% of Hisense deals include a social media post while their sponsorship deals have TV-Visbile Signage 56% of the time. Mainly securing partnerships internationally, Hisense did lock in two large athlete deals in the United States with Rob Gronkowski and Dwyane Wade.

LG Electronics | CES 2022

On day 1 of CES 2022 LG Electronics showcased their “The Better Life You Deserve” campaign which aims to provide convenience, safety and entertainment but in a more personable, sustainable and inclusive way than ever before.

The LG PuriCare aims to provide the consumer with an air purifying fan with a 4 season mode to fit the needs of the consumer. The brand new LG OLED tv is a smart TV that connects to all LG smart televisions in your home using a room to room share transfer.

More products LG is releasing includes the LG UltraGear Gaming Speaker, updated LG Washer and Dryer to be completely customizable, LG InstaView Refrigerator and much more.

LG Electronics not only provides for their consumers but they also look to obtain partnerships across the globe. According to SponsorUnited’s Technology Sponsorships Annual Report coming out later this month, LG is the #2 most active brand within Athletes, Endorsers & Influencers as well as Major Pro Sports in the United States within the Consumer Electronics and Technology Multiline category. They also take the top spot Internationally beating out Samsung. Toronto is also a major sponsorship hub for the brand as they have 6 deals there which include the Toronto Maple Leafs, Raptor, Blue Jays & Toronto FC.

LG Electronics - CES 2022