Sponsor Insights

European Football 2021-22 Report

European Football Sponsorships

Download Now: https://sponsorunited.com/2021-22-european-football-partnerships/

The first international sponsorship and marketing report focused on European football.

The 2021-22 European Football Partnerships Report is fortified by data from over 7,000 brands across more than 9,000 deals and from 10 of the top European football leagues (Premier League, LaLiga, Serie A, Bundesliga and Ligue 1, along with each league’s corresponding second tier.) This report also contains growth and engagement insights on over 2,750 brands that created collaborative social media content.

Key findings from the report include:

  • Construction is the most active sponsorship category for the third consecutive season across European football leagues.
  • While Betting deals have declined by 10%, Crypto deals have grown an impressive 140% this season.
  • The most searched brands by European football club executives were Crypto.com, FTX, DraftKings, Verizon and Dunkin’.
  • Cristiano Ronaldo and Lionel Messi now officially have over 1B followers combined due in part to joining new clubs.
  • Transferring teams can offer a huge boost in social following for players.

This report was compiled using SponsorUnited’s proprietary platform data from July 2021 through May 2022. Social data compiled from property or person-controlled Instagram, Facebook, Twitter, TikTok and LinkedIn accounts and social activity. The leagues included in this report are as follows: Premier League, LaLiga, Serie A, Bundesliga, Ligue 1, EFL Championship, LaLiga 2, Serie B, 2. Bundesliga, Ligue 2.

NBA 2021-22 Report

SponsorUnited Releases NBA 2021-22 Marketing & Partnerships Annual Report

NBA teams surpassed $1.2B in sponsorship revenues, achieving 50% growth over the 2020-21 season.

This week the NBA 2021-22 Marketing & Partnerships Annual Report was released. The report is fortified by data from over 6,000 NBA sponsorship and media deals from the 2021-22 NBA season. It highlights the impact of team revenue in addition to a comprehensive dive into marketing and partnerships across the league, all 30 teams, players, categories, assets, and brands.

Key findings from the report include:

  • NBA teams surpassed $1.2B in sponsorship revenues, achieving 50% growth over the 2020-21 season.
    Nearing $450M in additional spending on team sponsorships.

  • Revenue was driven by a significant increase in spending across the Sports Betting and Financial categories, and the emergence of Cryptocurrency.
    Socios.com, which had no NBA deals in 2020-21, launched 28 individual deals this season.

  • NBA players continue to expand as a platform for brands, as they saw a 46% increase in deals from the prior year.
    Player endorsements now represent 30% of total NBA brand deals.

  • Five of the top six searched companies on the SponsorUnited platform by NBA executives were cryptocurrency brands (FTX, Crypto.com, Coinbase, Voyager, Ankr.)
    Cryptocurrency had a higher search volume than the entire alcohol category. In fact, not one alcohol brand ranked within the top most searched 50 brands.

  • Performance on the court had the most direct correlation with fan interest.
    Playoff-eligible teams increased their social following during the season at a 150% higher rate than teams that missed the playoffs.
  • Despite missing the playoffs in his 19th season, LeBron James’ social following saw a massive increase of 22M new followers, which is more than 25 individual NBA teams.
    In fact, he alone has more Instagram followers than every NBA team’s total social following across Instagram, Twitter, Facebook, and TikTok.

“The NBA saw significant growth by capitalizing on a perfect storm of high-growth industries like Crypto and Tech aggressively entering the market with teams having highly visible platforms and innovative marketing solutions that allowed brands to tell their story in compelling ways” said SponsorUnited President & Founder, Bob Lynch.

For more key insights and access to the complete report, download the SponsorUnited NBA 2021-22 Marketing & Partnerships Annual Report at SponsorUnited.com.

Methodology

This report was compiled using SponsorUnited’s proprietary platform data from September 2021 through May 2022.

*Social Data Compiled from Property or Person-Controlled Instagram, Facebook, Twitter, TikTok, and LinkedIn Accounts and Social Activity.

NFL SPRED Report 2021

DOWNLOAD REPORT: https://sponsorunited.com/nfl-spred-report-2021-page/

Today, SponsorUnited published the first SPRED Report centered around NFL player’s social performance and endorsement deals. 

Download the complete report HERE, for complete data and insights, some key findings include: 

  • adidas and Bose are the most active brands among NFL social media posts but Zenith Watches, Grip and Brady Brand attract the most attention.
  • Quarterbacks are most widely followed on Twitter, Instagram and Facebook while TikTok varies among other skilled positions.
  • J.J. Watt is the most followed defensive NFL player and the most followed NFL player to not win a SB.
  • The top 10 most followed NFL players combine for over 100M gross followers.
  • 12 NFL players average over 1M total engagements, all of them on the offensive side of the ball.
  • Although Travis Etienne Jr, has yet to see the field, he has the highest % average engaged followers.
  • Most Total Gross Followers: Odell Beckham Jr.
  • Most Twitter Followers: Russell Wilson
  • Most Facebook Followers: Tom Brady
  • Most Instagram Followers: Odell Beckham Jr.
  • Most TikTok Followers: Gronk
  • Most Engaging: Patrick Mahomes
  • Highest % of Engaged Followers: Travis Etienne
  • Most Engagement Per Post: Tyreek Hill
  • Most Branded Posts: Russell Wilson
  • Most Brands: Russell Wilson
  • Highest Avg Engagement: Zenith Watches, Grip Boost and Brady Brand
  • Most Branded Posts: adidas, Bose and Fashion Nova
  • Most Brand Engagements: Bose, adidas and Oakley
  • Most Player Endorsements: Bud Light, Verizon, Bose and Under Armour
  • Most Engaging Categories: Apparel/Accessories, Beverage (Non-Alc) and Leisure/Recreation
  • Most Category Engagements: Apparel/Accessories, Consumer Electronics and Retail
  • Most Player Endorsements: Apparel/Accessories, Retail and Beverage (Non-Alc)
  • Most Branded Posts: Apparel/Accessories, Retail and Beverage (Non-Alc)