Sponsor Insights

Playoff Sponsors Benefit as Conference Championships Kick Off

Only four teams remain as we head to the NFL Conference Championships this Sunday–one of the biggest days in football in the lead-up to the Super Bowl. The Philadelphia Eagles will host the San Francisco 49ers in the NFC Championship Game, while the Kansas City Chiefs will host 2022 Super Bowl finalists, the Cincinnati Bengals, for the AFC title. 

How do these teams stack up within the league on the partnership front? The Eagles rank 10th by sponsorship deals, followed by the 49ers at #16, the Bengals at #18, and the Chiefs in the 31st spot.

Among the four remaining teams, three have playoff presenting sponsors:

  • 49ers: United is the team’s top playoffs sponsor, while SAP, Zennni, & Cisco Systems also endorse the West Coast powerhouse. 
  • Eagles: ACME Markets
  • Bengals: N/A
  • Chiefs: Bud Light

The Philadelphia Eagles, flying high after a stellar season, have a total social following of 11M across TikTok, Instagram, Facebook and Twitter, making them the 5th most followed NFL club. The team secured 105 sponsorship deals this year–including Lincoln Financial, Bud Light, and Toyota–up from 97 last season. The Eagles’ top sponsorship categories are Beverage – Alcohol, Food Products, and Technology.

With a total social following of 9.9M, the San Francisco 49ers are the 8th most followed team in the league, and count United, Levi’s, and SAP among their more than 90 brand partnerships. Technology, Beverage – Alcohol, and Media lead the Niners’ list of sponsorship categories.

Super Bowl LIV Champions, the Kansas City Chiefs, take the 10th spot on the social media list with 8.9M followers. The Chiefs boast more than 60 partnerships this season–including GEHA, T-Mobile, and Hy-Vee–while their top categories are Beverage – Alcohol, Retail, and Education.

The 23rd most followed NFL team, the Cincinnati Bengals’ social fandom stands at 5.3M. With just under 90 sponsorships, the Bengals inked a new naming rights deal this year with HR & payroll solution provider PayCor before the season began.

 

NFL’s Latest Streaming Deal

To wrap up 2022 with a bang, the NFL announced a multi-year agreement with Google last month, granting YouTube TV and YouTube Primetime Channels exclusive distribution rights for the NFL Sunday Ticket to consumers in the U.S., starting with the 2023-2024 season. By comparing NFL’s broadcast deals, we can begin to predict which brands will likely buy into this blockbuster partnership

The league currently partners with three streaming platforms: Paramount Plus, Peacock, and Amazon Prime Video. With 14 brands buying digital assets across all three, we can expect some of these brands and categories to also invest in its YouTube deal.

Brands that currently advertise across all three of NFL’s three streaming partners:

  • FanDuel
  • State Farm
  • Little Caesars Pizza
  • Airbnb
  • VISA
  • Apple
  • Google Pixel
  • Burger King
  • NerdWallet
  • Chipotle
  • Toyota
  • DirecTV
  • Dove
  • GEICO

Most active brand categories:

  • Financial
  • Quick Serve Restaurants
  • Auto
  • Media
  • Insurance
  • Consumer Products
  • Retail
  • Technology
  • Consumer Electronics
  • Healthcare

The Prediction:

A deal with YouTubeTV gives brands a unique opportunity to reach a younger audience of NFL fans. According to a December 2022 survey by Morning Consult, YouTube is the #1 source of sports news for Gen Zers at 31%, vs. 21% of all U.S. adults. We expect current NFL broadcast partners that already target a younger audience to follow suit on YouTubeTV. In this first season of Amazon Prime Video’s “Thursday Night Football” streaming partnership, viewership in the prized 18-to-34 demographic was up 11% over TNF the previous season.

Will brands that target younger audiences and currently spend on Fortnite, Roblox, Decentraland, and other emerging platforms also invest in the NFL’s YouTube deal? Time will tell. Meanwhile, last month the NFL continued its own metaverse exploration with the launch of NFL Zone, a dynamic interactive fan experience built in Fortnite Creative. 

Brands targeting younger audiences on emerging platforms:

  • Oral B
  • Xbox
  • Doritos
  • Axe
  • Fall Guys
  • Marvel Entertainment
  • Nerf
  • Chipotle 
  • Warner Bros

NFL Christmas Games

The National Football League will have its first-ever Christmas Day tripleheader this year.

Take a look at how the competing team’s social game and sponsorship portfolio compare.

Rihanna To Perform At Super Bowl LVII

Last week, the NFL announced Apple Music as the new Super Bowl Halftime Show sponsor, replacing longtime sponsor Pepsi who leveraged the halftime show for 10 years. Superstar Rihanna was also named as the show’s headliner for the upcoming Super Bowl LVII in Glendale, Arizona, on February 12, 2023.

With nearly 350M social media followers across Twitter, Instagram, Facebook and TikTok, Rihanna ranks 6th within music artists on social according to SponsorUnited’s recent Music Artist Report. Rihanna also ranks 6th in engagement, averaging 1.2M likes/comments/shares across her 30+ branded social posts over the last year. Her most engaged social post–with Savage x Fenty, a brand she founded with TechStyle Fashion Group–has over 5.5M engagements since January 17th. Notably, of the top 25 most engaging music artists ranked in the report, 20 are female.

Speaking of Rihanna and Savage x Fenty, music artists are increasingly betting big on their own brands–and winning. 4 of the top 5 brands with the highest social engagement during the last 12 months were Rare Beauty (Selena Gomez), JLO Beauty (Jennifer Lopez), r.e.m. beauty (Ariana Grande) and Savage x Fenty. Of the top 50 most engaging brands, those owned by artists garnered more attention.

And while music artists have long added value to Cosmetics, Clothing and Alcohol brands, artists like Timbaland, Kanye West, and Dua Lipa are already charting the future of artist ownership in new categories. 

Timbaland’s Beatclub, a digital platform for music artists, aims to revolutionize the way music makers connect. Kanye West’s sports marketing agency, Donda Sports, now represents clients like NBA star Jaylen Brown and NFL star Aaron Donald. And superstar Dua Lipa released her first weekly lifestyle newsletter, Service95, in February 2022.

NFL TNF Athlete Endorsements

The NFL season kicked off in LA with a Bills win over the Rams. Checkout the NFL star’s with commercial appearances during TNF broadcast on NBC:
  • Head & Shoulders x Patrick Mahomes & Troy Polamalu
  • SiriusXM x Larry Fitzgerald
  • Frito-Lay x Josh Allen
  • Subway x Patrick Mahomes
  • Subway x Rob Gronkowski
  • SoFi x Justin Herbert
  • DirecTV x Dak Prescott, Ceedee Lamb
  • State Farm x Patrick Mahomes
  • Sleep Number x Dak Prescott
  • Little Caesars x Matthew Stafford

 

NFL Training Camp Activations

Over 300 brands have activated across the 32 NFL team training camps in the lead-up to the league’s 103rd season kickoff on September 8th. 

Not surprisingly, the domestic beer subcategory contains 2 of the top 6 most active brands in training camp sponsorships–Bud Light & Miller Lite–whose partnerships with NFL teams last season numbered 27 and 17, respectively. Another 13 alcohol brands also had training camp activations.

Media was a category leader in activations among the most teams. Local TV & radio stations comprised the majority of these brands, with activations or signage with 18 teams across NFL camps.

Healthcare brands–training camps’ third most active category–provided useful products for steamy summer days, distributing free sunscreen, water, and hand sanitizer to loyal fans who came out to root for their favorite teams as they prepared for the upcoming season.

Cutting-edge, fan-first mobile app Socios.com is cropping up across the league after announcing partnerships with 14 teams this offseason. One of its most notable deals this training camp: the naming rights to the New England Patriots indoor practice facility, now known as the Socios.com FieldHouse. 

Meanwhile, the Indianapolis Colts and Marvel Entertainment announced another singular collaboration: Marvel activations and handouts throughout the season will feature Colts players, mascots, and cheerleaders as superheroes, based on their personality traits.

On the culinary front, Utility provider Xcel Energy showcased its “Vikings Table” custom-built food truck at the Minnesota Vikings camp, where it served up food and drinks to fans. During the NFL season, the gleaming purple truck will provide free healthy meals and nutritional education to underserved youth across the Greater Twin Cities area, in partnership with the Minnesota Vikings Foundation.

NFL Off-Season Social Data

The National Football League (NFL) is back with the first pre-season game of the 2022-23 season taking place tonight.

Which social media partnerships this offseason were the most successful ranked by average engagement per post? Swipe below to find out!

NFL Offseason Social Media Stats

The 2022 NFL offseason has provided prime opportunities for brands keen to raise their social media profile since the NFL Free agency began in March. With the preseason kicking off tonight, let’s break down the engagement numbers. 

Since March 1, more than 650 deals have been promoted on social channels across the league and its teams, totaling north of 6,400 posts thus far. With an average of 10 posts per brand, total engagement (likes, shares, or comments) across all deals tops 17.5 million, or just over 25,000 engagements per deal. 

Not surprisingly, the two leading social media partnerships were with last season’s Super Bowl rivals, the LA Rams and the Cincinnati Bengals. The fact that Rams posts took four of the top 10 slots by average engagement underscores the offseason benefits reaped by brands partnering with Super Bowl champions. 

The Rams also top the list of brand deals with a 3-post minimum. The team’s partnership with Nike has tallied more than 45,000 average engagements across 7 posts, for a total of more than 315,000 followers.

Lesser-known companies like Swift Meats also were able to garner exceptional exposure in their deals with the Bengals. With 8 posts overall–which showcased the new “White Bengal” helmet, debuting this year–Swift Meat’s total engagement stands at 250,000, an average of just over 31,000 per post. 

Rounding out the top 5 most successful social media partnerships from the Draft through July 31st were the Atlanta Falcons and Coca-Cola, the New York Giants and Invisalign, and the Denver Broncos and Chevron, respectively. With a minimum of 3 posts, each saw per-post engagement of more than 20,000 followers.

NFL Draft Report

DOWNLOAD REPORT: https://sponsorunited.com/nfl-draft-report/

There was a lot of buzz around the NFL Draft over the weekend and while the new draftees were the true winners,  brands came in a close second. SponsorUnited has released the 2022 NFL Draft Sponsorship Report where you can take a deeper dive into the partnership deals between brands, teams and players. 

Some of the key insights include: 

  • Tech and Apparel made up ⅓ of all deals among first round picks
  • Wide receivers caught the most deals, but EDGE players tackled the most brands
  • Rookies from Ohio State, Georgia and Oregon closed the most deals (40% of all deals)

Gain key insights around broadcast sponsorships, draft party sponsorships, player deals and more in SponsorUnited’s 2022 NFL Draft Report.

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)