Sponsor Insights

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

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

SportsNet & ABC, The Homes Of The 2022 Stanley Cup

Game 5 of the NHL Stanley Cups takes place tonight, as both the Tampa Bay Lightning and Colorado Avalanche look to take home the cup. The Finals feature different broadcasts for US and Canadian based fans, with ABC hosting the US coverage and SportsNet hosting Canadian coverage. Looking back at the first game of the series, what differences and similarities did we find between the brands and assets sponsoring the most important matchup of the NHL season?

SportsNet’s broadcast featured 46 unique brands. The top three most frequent brands and their assets during the Canadian coverage were:

  • DraftKings (Gaming)
  • Logo in Broadcast Studio
  • Live Read Commercial
  • Sponsored Segment
  • Split Screen Commercial
  • Recorded Commercial (3)

​​On Canadian broadcasts, the gaming category ranked 3rd. Didn’t crack the top 10 for US broadcasts. Reasoning would logically be legalization of single-game gambling in Canada this past August before the season started.

  • Scotiabank (Banking)
  • Period Naming Rights (Presenting Sponsor)
  • Live Read Commercial
  • Logo Pop Up
  • Recorded Commercial (3)
  • SkipTheDishes (On-Demand Delivery)
  • Sponsored Segment
  • Live Read Commercial
  • Recorded Commercial (2)

ABC’s broadcast featured 61 unique brands. The three most prominent brands from the  US coverage were as follows:

  • Lexus (Luxury Car Manufacturer)
  • Intermission Report Naming Rights (Presenting Sponsor)
  • Logo in Studio
  • Live Read Commercial
  • Recorded Commercial (4)
  • GEICO (Insurance
  • Presenting Sponsor of the 2022 Stanley Cup Finals
  • Live Read Commercial
  • Logo Pop up
  • Recorded Commercial (3)
  • Verizon (Telecommunications)
  • Pregame Naming Rights (Presenting Sponsor)
  • Logo in Studio
  • Recorded Commercial (3)

Baseball is Back, and 1 Brand is Showing Off Their Newest Partnership

For the first time, Apple TV+ covered MLB Friday night baseball and their brand integrations throughout the broadcasts were seamless. The doubleheader broadcast was presented by Cue Health and ZipRecruiter and Apple products were uniquely featured throughout the broadcast.

Apple TV+’s first iteration of their MLB broadcast featured the New York Mets vs. the Washington Nationals and the Houston Astros vs. the Los Angeles Angels, covered by Stephen Nelson (play-by-play), Hunter Pence (analyst), Katie Nolan (analyst), and Heidi Watney (reporter). 

Sub-brands and concepts from Apple were integrated during the competition aiming to enhance the viewers experience. Each player’s “Walk Up Song” was presented by Apple Music with the Apple Music Logo and song details featured on screen next to the batter. How long until Apple integrates a QR code for viewers to automatically download or purchase music directly from the TV during Friday night games?

Apple’s Siri was utilized to activate both entertainment and event related content, providing fans with fun trivia questions and calculated probability stats during the games. Reporter Heidi Watney conducted interviews while wearing a pair of Apple Airpods Max. For added exposure for the brand, Watney was interrupted during her live interview with Jeremy Peña’s parents by Peña’s first ever career home run. 

Amazon is also making headway in the professional sports broadcast game in 2022, after Prime Video was announced as the exclusive home of NFL Thursday Night Football. Prime Video’s first NFL broadcast was in 2017, with non-exclusive streaming rights to ten regular season games. The new Thursday coverage will feature legendary sports broadcaster Al Michaels, who covered his record 11th SuperBowl this past year. The National Football League currently  partners with Amazon by leveraging Amazon Web Services (AWS) to provide new stats that create better experiences for fans, players and teams.

Apple TV+’s studio’s Pre-Game Show was presented by BetMGM and Post-Game Show by SoFI. The Friday night coverage will continue through the season, including tonight for Jackie Robinson Day. Broadcasts for Apple TV+ coverage are available in the United States, Canada, Australia, Brazil, Japan, Mexico, Puerto Rico, South Korea and the United Kingdom.

MLB x AppleTV

Super Bowl LVI | Commercial Endorsements

The average cost for a Super Bowl LVI commercial this year was the highest it’s ever been. According to NBC Sports, a 30-sec ad was priced at a $6.5M. Last year’s Super Bowl averaged roughly $5.5M.

For many viewers, Super Bowl commercials are the most attractive part of the game. These viewers hush the room as their favorite athletes, celebrities and influencers team up with brands in a unique, and usually funny way. SponsorUnited tracked a 30% increase in brand partnerships with athletes, influencers and celebrities. In addition, a shocking 61% of all ads during the Super Bowl featured an athlete, celebrity or influencer.

  1. Serena Williams – Currently with 26 endorsements, Serena partnered with Tonal creating a campaign geared towards women letting them know they can also use strength equipment.
  2. Alex Morgan – Having 25 partnerships within 15 categories, Morgan has a deal with Michelob Ultra which saw her face along with Jimmy Butlers and Nneka Ogwumike on cases being sold at stores as well as on the big screens during the Super Bowl.
  3. Martha Stewart – Starring in the BIC’s commercial with Snoop Dogg promoting the new EZ Reach Lighter Ad Campaign during the Super Bowl. The famous chef totals 20 deals with brands from a variety of different categories such as Appliances & Kitchen, Food Distributor and Food Products.
  4. Guy Fieri – Although he owns multiple restaurants and follows Martha Stewart as a famous chef, Fieri showcased his diverse portfolio of partners in a commercial with Bud Light Seltzer. Fieri has 19 deals in 13 categories while being the face of King’s Hawaiian in grocery stores.
  5. Becky G –  Becky G partnership with Jimmy Choo currently is her highest engaged post on social media with over a 1.1 million engagement score. The international music artist debuted in an ad with Michelob Ultra Pure Gold during the Super Bowl which added to her current list of 17 partners.

Here is a list of all of the brands and their celebrity endorsements per commercial:

Brand Celebrity/Influencer/Athlete
Amazon Alexa Scarlett Johansson, Colin Jost
AT&T Mila Kunis, Demi Moore
AT&T Zac Efron
Avocados from Mexico Drew Brees
Avocados from Mexico Andy Richter
Bic Lighters Martha Stewart, Snoop Dogg
BitBuy Kyle Lowry
BMW Arnold Schwarzenegger
BMW Salma Hayek
Booking.com Idris Elba, Jonathan Goldsmith, Isaiah Mustafa
Bud Light Seltzer Hard Soda Guy Fieri
Busch Light Kenny G
DraftKings Jerry Rice
Expedia Ewan McGregor
Frito Lay – Cheeto’s Megan Thee Stallion
Frito Lay – Cheeto’s & Doritos Charlie Puth
Frito-Lay/Pepsi Co Peyton Manning, Eli Manning, Jerome Bettis, Victor Cruz, Terry Bradshaw
GM Dr. Evil
GM Rob Lowe, Seth Green, Mindy Sterling
Googel Pixel Lizzo
Greenlight Ty Burrell
Hellmann’s Jerod Mayo
Hellmann’s Pete Davidson
Hologic Mary J Blige
Honey Gibi ASMR
Honey Daniel Thrasher
Lay’s Seth Rogen, Paul Rudd
Michelob Ultra Peyton Manning, Steve Buscemi
Michelob Ultra Peyton Manning, Brooks Koepka, Alex Morgan, Nneka Ogwumike, Jimmy Butler, Serena Williams
Michelob Ultra Organic Seltzer Brooks Koepka
Michelob Ultra Pure Gold Becky G
NFL Michael Strahan
Nissan Eugene Levy, Danai Gurira, Dave Bautista
Nissan Brie Larson
Oikos Deion Sanders, Shedeur Sanders (Son)
Pepsi (halftime show) Eminem, Snoop Dogg, Mary J Blige, Kendrick Lamar, Dr. Dre
Planet Fitness Lindsay Lohan, William Shatner, Dennis Rodman, Buzzy Cohen, Danny Trejo
Planters Ken Jeong, Joel Mchale
Rakuten Hannah Waddingham
Rocket Mortgage / Rocket Homes Anna Kendrick, Barbie
Salesforce Matthew McConaughey
Sam’s Club Kevin Hart
Squarespace Zendaya
Stella Artois’ Eli Manning, Ryan Clark, Dan Marino
T-Mobile Dolly Parton, Miley Cyrus
Taco Bell Doja Cat
Telemundo Andres Cantor, Kelly Clarkson, Blake Shelton, the Despicable Me minions
Tonal Serena Williams
Toyota Brian McKeever, Robin McKeever
Toyota Tommy Lee Jones, Leslie Jones, Rashida Jones, Nick Jonas
TurboTax Jason Sudeikis
Uber Eats Gwyneth Paltrow, Jennifer Coolidge, Trevor Noah
Verizon Jim Carrey, Geraldine Viswanathan

NHL Skills Challenge | Instant Replay

The 2022 NHL All-Star Skills Competition presented by DraftKings Inc. featured brands sponsoring the events.

Discover Financial Services, Honda, EA SPORTSDunkin’​ and Verizon were among the brands who had a presence during the competition.