Sponsor Insights

Top Insights From Our 2022 Reports

SponsorUnited released 12 sponsorship & media reports across leagues, categories, and industries in 2022. Here’s a look at some of our best performing social media posts last year, featuring insights from each report. 

2022 Sponsorship Year In Review: Most Endorsed Global Athletes–Norfolk State standout Rayquan Smith ranked #1 with 58 deals.

MLS 2022 Marketing Partnerships Report: MLS clubs generated $461 million in sponsorship revenue in 2022.

MLB 2022 Marketing Partnerships Report: Japanese brands bought backstop ads all season when baseball phenom Shohei Ohtani stepped up to the plate: 22 brands scooped up signage at Angels home games, while 11 brands followed “Shotime” to 10 other teams’ stadiums. The first inning was sponsors’ prime time, all but guaranteeing exposure with Ohtani on the bump or at the dish.

Women In Sports 2022: Most Endorsed Female Athletes–the NWSL’s Alex Morgan took the #1 spot with 27 deals.

Music Artist Marketing Partnerships Report: Indie folk band Bon Iver inked the most partnerships with 39 deals–94% of which were with groups/organizations.  

NHL 2021-22 Marketing & Partnerships Annual Report: The NHL league account posted more on social media than any other pro sports league–and 2x more than the second-place NFL. No NHL team or player has a larger social following than the league itself.

2021-22 European Football Partnerships Report: “Since our teams started working with SponsorUnited a year ago, work processes have become more efficient, agile, and productive, giving us the opportunity to reach the right people in each company, as well as to know in detail what is the trajectory of each brand.” 

– Jose Luis Crespo Bola, LaLiga

NBA 2021-22 Marketing & Partnerships Annual Report: The NBA and Hennessy, the league’s first Global Spirits Partner, joined forces to unveil two one-of-kind basketball courts.

2021-22 Marketing Partnership Finance Report: Five brands–ally, Fifth Third Bank, LendingTree, PayPal, & Webull–sponsored uniforms in 3 or more different leagues/associations. 

NFL Marketing & Partnerships Annual Report: ​​The NFL and Roblox partnered to launch the “NFL Tycoon” game within Roblox–an experience that aimed to engage the next generation of football fans in the metaverse by allowing fans to build, play, and learn in their own NFL world. 

As part of Tide’s environmentally focused efforts, fans entered to win a “Tide Cold Washer.” A talking washing machine featured 10 NFL players, including Matt Ryan, who was featured in new TV spots.

MLS 2021 Marketing & Partnerships Annual Report: 18 teams within MLS during the 2021 season had a single jersey sleeve partner.

Technology Sponsorships Annual Report: The Brooklyn Nets were the first professional sports team to arrive in the metaverse, creating 3-D renderings of their games within seconds–allowing fans to place themselves around (or even on) the court during play. 

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