Sponsor Insights

2022 Citi Open

Nick Kyrgios won Washington’s 2022 Citi Open, his second Citi Open championship in just over three years.

Citi was the title sponsor for this event. Host sponsors included Kastle SystemsEvents DCCityRidgeEmirates and Tennis Channel.

Citi Open

Citi Open pt.2

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!

Social Media Influencers = Powerful Marketing

Partnering with influencers on leading social media platforms has become a strategic way for brands to build equity and reach completely new audiences. As Cara Stucker, SponsorUnited’s senior manager of endorsements, explains, “The thing about influencer marketing is, all brands can do it. Working with influencers allows brands extreme flexibility–whatever the budget, target audience, campaign length or type of media, influencers will make it happen.”

UPDATE: Earlier today, news broke of a new partnership with Khaby Lame. Binance has signed Lame as their newest brand ambassador to grow the Binance ecosystem leveraging the power of Lame’s social media. Binance announced the partnership via their Twitter, Instagram and Facebook accounts.

Here’s the list of top influencers (by number of followers) tracked in the SponsorUnited database, and their top three brand deals across all social media channels.

TikTok:

1. Khaby Lame – 144.4M
Hugo Boss, Amazon Prime Student, Disney

2. Charli D’Amelio – 142.8M
Step, Morphe, Takis

3. Bella Poarch – 90.3M
Cash App, Moncler, HyperX

4. Addison Rae – 88.1M
ITEM Beauty, American Eagle Outfitters, Vital Proteins

5. Zach King – 68.8M
Credit Karma, Amazon, Google (Alphabet)

Instagram:

1. Khaby Lame – 78.4M

2. Larissa Machado (Anitta) – 62.7M
adidas, Samsung, Sol de Janeiro

3. Whindersson Nunes – 58.5M
Subway

4. Huda Kattan – 50.6M
ASOS, Sephora, Harrod’s

5. Lele Pons – 49M
Adore Me, PUBG

Twitter:

1. Whindersson Nunes – 25.4M

2. Ruben ‘El Rubius’ Doblas – 19.3MM
Amazon Prime Student, Paco Rabanne, Drift Gaming

3. AuronPlay (Raul Alvarez) – 15.9M
Fanta, LG Electronics, Amazon Prime Video

4. Cameron Dallas – 14.8M
boohooMan, Ralph Lauren, Crypto Demonz

5. Felipe Neto – 14.5M
N/A

Facebook:

1. Noel Arevalo – 74.7M
Inno Supps, Fashion Nova

2. Alexandra Mary Hirschi (Supercar Blondie) – 47M
VinFast, Driver Ape Racing Club, Xbox

3. Dhar Mann- 28M
N/A

4. Kayla Itsines – 28M
sweat, iFit, P.E. Nation

5. Luisito Comunica – 23M
Rey Palomo, Gran Malo, Deigo CDMX

*The nine categories considered when pulling data: beauty/fashion, fitness, food/travel, kids/family, pet, reality tv, tech/science, esports, and other social media influencers. 

Jocelyn Alo Endorsements | World Softball Day

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.

To celebrate World Softball Day, let’s take a look at her NIL and social game.World Softball Day Jocelyn Alo (1)

NBA Playoff Appearance Strengthen Social Media Experience

This year, the 16 NBA playoff teams saw a 12.5% increase in social media followers while non-playoff teams saw a 5% growth. Is this due to more time in the limelight or because their markets are home to the best players in the league?

Of the eight Eastern Conference playoff teams, the Chicago Bulls rank highest in the NBA in terms of social media followers, with nearly 30M and ranked #4 in the league. Interesting to note that of the eight teams, five rank #1 in their market in terms of social followers.

With superstars Kyrie Irving and Kevin Durant, the Brooklyn Nets have the highest average engagement rate per post while the Boston Celtics have the highest total engagement. As defending champions, the Milwaukee Bucks have the most social deals, 55 unique brands to be exact. While the Atlanta Hawks have less social deals but the highest number of branded posts, with over 2,300 already this season..

Now onto the Western Conference teams. Four of the eight teams rank #1 in social media followers in their market while all eight teams are at least top three in their respective markets. To no surprise,, the Golden State Warriors rank highest amongst the crew in social follower rank within the NBA landing at #3. The Utah Jazz had the highest YoY growth with a 29% increase.

The Warriors take the title for having the highest average engagement rate as well as total engagement of over 50M. This separates them from the pack by a landslide, the Mavericks come in 2nd with a total engagement of just over 8M.

Family Influencers | Endorsements

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. 

 

Family Influencer accounts (4)

International Nurses Day

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.

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

 

Most Popular Car Manufacturer Posts | SponsorInsight

On the first day of New York International Auto Show, we highlight Auto Manufacturers co-branded social posts with the highest engagement.

Music artist Post Malone’s branded social post with Ford Motor Company earned the highest engagement score of any car manufacturer scoring 2.7M engagements on Instagram.

Social Media Category Patterns Take Shape

According to an analysis of over 30,000 brands spending on endorsements or sponsorship/media campaigns, each of the “Power 5” platforms represents a unique characterization. For example, Consumer Products is the most active category on TikTok, while not cracking the top five on Instagram, Facebook, Twitter, or LinkedIn.

This past year, we tracked over 30,000 brands buying endorsements or sponsorship/media campaigns that included social media. We found that the Alcohol category had the most sponsored posts in Major Pro Sports, led by Bud Light and Michelob Ultra. The most engaging post in Major Pro Sports was Bibigo’s jersey patch announcement with the Los Angeles Lakers, which saw an engagement score of 1,056,188. The New England Patriots had the highest engaging TikTok post–a sponsored video partnering with apparel company Stitch. 

A major decision maker when choosing TikTok for branded social posts, is to directly target a younger demographic with personable content, as 41% of the user base is made up of people  ages 16-24. Manscaped is a top five brand in the consumer products category when ranked by total partnerships, and leverages TikTok through integrated videos with verified social influencers such as TooTurntTony, who’s sponsored TikTok videos with Manscaped average 386,000 engagements. Walmart leads all brands in total integrated media deals on TikTok, having 66 partnerships with a roster of celebrities and influencers to promote beauty products and fashion designs.

The Apparel & Accessories category appears in the top five categories for all social media platforms, and is led by the two apparel giants Nike and adidas. An impressive 60% of all adidas 900+ partnerships include social media content, while only 37% of Nike’s 1,600+ partnerships.

Social Media Sponsors