On International Surfing Day we highlight one of the most dominant Pipe surfers of his era, John John Florence.
On the field, there is little Jocelyn Alo can’t do. She is a 2x Women’s College World Series champion, 3x First Team All-American, all-time NCAA home run leader and #1 overall pick in the 2022 WPF Inaugural College Draft.
Festival season is in full swing and given the cancellation of many festivals due to Covid, artists and brands are ready to take center stage. The Governors Ball at Citi Field kicks off today with headliners Kid Cudi, Halsey and J.Cole.
Cole & Kid Cudi both have a strong social following of over 15M however, shockingly enough J. Cole doesn’t have a single deal and Kid Cudi only has one (Cadillac since mid-2021). Halsey on the other hand has leveraged her social media presence of over 45M for her four endorsement deals- Verizon, Ipsy, Magnum Ice Cream & About-Face Beauty.
While the headliners are heavy in followers but light in terms of deals, Jack Harlow stands out amongst the artists having a staggering 140% increase in social followers YoY and brands have jumped on the opportunity to partner with the rising star.
Although Harlow has seen a massive increase in social following due to his rising popularity, Harlow has consistently had 7-10 endorsements over the last three years. A few of his current deals include Sprite, Venmo, KFC, New Balance, & Verizon.
Born in Kentucky, Harlow has stated in an Instagram post that he was going to be the biggest music artist ever to come out of Kentucky. Once he started to establish his dream, there was no better brand to partner with the rising KY star than KFC. As part of the partnership, Harlow’s face and name can be seen on KFC buckets and carryout bags. This is a unique collaboration that very few other artists have had the opportunity to do. Other artists with a unique QSR partnership within the last two years are Travis Scott x McDonald’s, Burger King x Nelly, Lil Huddy x Anitta.
Over the last two years, it’s no shock there has been a rise in family social media accounts and family social media influencers. This goes for those who want to stay in touch, to those who want to rake in the deals. Four semi-known families have managed to turn their family social media accounts into a semi-empire (and no, we’re not talking about the Kardashians’). The Royalty Family, The Holderness Family, The Bee Family and The Bee Family have all established a name for themselves in the Family Influencer space.
Which brands have leveraged these families’ followers?
With 2.1M followers between their Tiktok and Instagram, the Royalty Family utilizes their 17.1M subscribers to showcase their 11 brands deals including notable deals with Chime, Staples and Centrum.
Coming off being crowned the winners of Season 33 of the Amazing Race, the Holderness Family features nine brand deals showcased across their five social media platforms with over 6.5M followers. Some of their more notable deals include AT&T, King’s Hawaiian and Great Clips.
With the most combined followers of the group, the LaBrant Family has over 50M followers across their five social media platforms. With eight brand deals including King’s Hawaiian, Cash App and SHEIN.
Lastly, the Bee Family has secured five brand deals to their 32M followers across five social media platforms. Some of the most notable brands include Welch’s, Kraft Heinz and Team Seas.
These four families have quickly gained popularity over the last two years and enjoyed increased followers and brand deals over this time. As the rest of the year plays out, the family influencer space will be one to monitor for an increase in followers and brand deals.
Checkout some of the brands they partner with and how they leverage brand deals across their social media platforms.
On Thursday May 12th the world celebrated International Nurses Day. A day filled with gratitude toward a profession which has been working tirelessly over the last few years. During the Pandemic, there was a massive uptick in nurses taking to social media to share their stories and shed light on their heroing industry.
Miki Rai, a nurse, now nurse and social media influencer, has secured over 10 deals and has over 2.1M followers across Instagram, Facebook and Tiktok. This nurse’s quick rise to fame has opened the door for unique categories (in particular healthcare brands) to leverage social media like never before.
Rai has endorsed popular healthcare brands including Vicks, Lubriderm, and Unisom. Rai also works with brands to help encourage and educate the next generation of Nurses. Rai alongside the American Association of Critical-Care Nurses and BoardVitals are using her social media presence to help raise awareness for various health issues and help walk prospective nurses on the process of the board exams.
Overall in the healthcare space, BetterHealth leads the way with 60 sponsorship deals. 82% of the sponsorship deals come in the podcast industry with influencers coming in 2nd with nine sponsorship deals. Invisalign comes in second with 49 total deals. 25 of those deals come from the NFL with 10 deals with teams, one with the league, and 14 with NFL Athletes.
Next on the list is Kaiser Permanente which has 39 deals including deals within four of the top five Pro Sports leagues. AdventHealth, Florida Hospital, comes in 4th on the list with 25 sponsor deals spread across various leagues and the state of Florida. Lastly, American Medical Response comes in 5th with 25 deals. These deals are spread across multiple sports teams and leagues including three Buffalo based teams with the Buffalo Bills, Buffalo Bulls and Rochester Americans.
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
More than 20 brands joined music fans in California as Coachella is back in-person for the first time in 2 years. Many brands tied their deals back to unique campaigns or experiences at the festival. Along with attendees at the event held over two consecutive weekends, millions around the world saw some of their favorite artists hit the stage. Doja Cat, Megan Thee Stallion and Billie Eilish were on stage which was made possible via livestream.
Many of the festival’s brand partners created unique experiences for fans in attendance & utilized technology to bring the experience to fans.
YouTube created a livestream during the festival’s first weekend on April 15-17. The Coachella live stream featured six creators operating out of the YouTube shorts documenting their festival experience. Fans were also able to live chat on the stream as well as have access to exclusive merchandise from artists via YouTube shopping.
Lay’s, in person at Coachella, debuted their Potatodomes experience across the festival grounds. Potatodomes included art, sampling room and a four-course tasting experience.
BMW had a #RoadToCoachella campaign featuring original content from Doja Cat. Within this partnership, Doja Cat designed a custom wrap with Coachella branding on the BMW iX vehicle.
Cryptocurrency brand, FTX created an NFT named the “Coachella Keys Collection”. The NFT was a promotion that included 10 one-of-one NFTs that grant lifetime festival access and VIP on-site experiences for Coachella. It also granted front row access to the Coachella Stage, onstage access at the Sahara Tent, and dinner by a celebrity chef.
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?