YEAR IN REVIEW S P O N S O R S H I P
Transcript of YEAR IN REVIEW S P O N S O R S H I P
4
TAKEAWAYS
5-7VOICES OF THE INDUSTRY
8-20TRENDS
26-29MUSIC
30-47LEAGUE REPORTS
48-58SPORTS ASSOCIATIONS
CONTENTS
21-25MARKETING ASSETS & ACTIVATIONS
We’re proud to present our annual Sponsorship Year in Review report,detailing the sports & entertainment industry’s marketing partnershipresponse and results in a year of uncertainty. Authored jointly by theMarketing, Analytics and Business Intelligence teams at SponsorUnited,this report delivers an analysis based on 51,000 brands and 185,000individual deals executed across the world in 2021.
As the economy recovers from the pandemic and the world enters a newphase of expansion, we now see the recovery and expansion beingmirrored by a sponsorship market that was impacted significantly in 2020.
Increased competition and partnership options on both the buy and sellside, in the form of new, disruptive categories, brands, properties, peopleand platforms have led to an acceleration in new types of marketingsolutions and activations that challenge traditional partnership structures.
The data also reveals a tremendous degree of creative adaptability,resilience and speed to market in the face of an evolving, and increasinglycompetitive partnership space that is fighting for share of time from aconsumer whose habits have changed dramatically in a relatively shortperiod of time.
The 2021 Sponsorship Year in Review report provides a bird’s eye viewinto how sponsorship, media properties and brands activated during ayear of pandemic recovery and how they plan to reshape the industrygoing forward.
At SponsorUnited’s core, we believe in the power of democratizing data toconnect the entire sports and entertainment industry through moreeffective, efficient and scalable ways, benefitting all.
SPONSORSHIPYEAR IN REVIEW
INTRODUCTION
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
#2
#3
Crypto and Betting Services have experienced the most growth.Coinbase recorded the highest SponsorUnited user search volume growth of any Cryptobrand while Betway/BetMGM saw the biggest jump in search for Betting Services brands.
Virtual sponsorships have decreased by 39% since 2020.While still 530% more active than pre-Covid, virtual activations and sponsored eventsworldwide have decreased by almost 3,400 deals.
2021 TAKEAWAYS
#1The Top 5 US Sports Leagues' sponsorship revenues surpassed$4.8B at the team level, up 44% from 2020.The number of team sponsorship deals in NFL, NBA, MLB, NHL and MLS combined rose 21% YOYfrom 2020.
SPONSORSHIPYEAR IN REVIEW
#4
#5U.S. Athletes don't have the followers, but they have the deals.Just three of the top 50 most followed athletes (not retired) are from the U.S., but 80% of the athletes withmost endorsement deals are from the U.S.
Social equality was the fastest-growing cause marketing initiative tied tomarketing partnerships. The number of brands, properties and deals activated around Racial / Ethnic Equality Causes all doubledwithin the past year.
#6Sales followed the money, but service followed the soda.The Finance category as a whole was the most searched among sports sponsorship sales executives, butwithin client activation, the Coca-Cola and Pepsi brands were #1 and #2 in most searched brands.
#7Major Pro Sports crossed 1B gross social followers. NFL, NBA, NHL, MLB and MLS teams and leagues surpassed 1B followers. Still behind the Kardashian-Jenner family with 1.3B combined gross followers.
Across the sponsorship landscape, what categorieswill sustain the most growth in the next year?
Cryptocurrency, FinTech and Spiked Seltzers have madetheir mark in 2021; but Sports Betting has moved from#42 to #19 (in total sponsorship deals within allcategories).
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
2021 SURVEY DATA
80%Sports Betting
Cryptocurrency
Financial Technology
Alcohol Alternatives
Cannabis/CBD
E-commerce
Alternative Energy
Cyber Security
Smart Home Technology
Business Communication
61%41%
13%
30%29%
13%15%
9%8%
Which characteristics are most important whenprospecting for potential new partners?
Nearly half of the respondents chose Marketing/MediaSpend as their #1 priority. Although Revenue/Fundingranked in the Top 3 of average ranking, CompanyLocation had the 2nd most votes for #1 priority.
Marketing/Media Spend
Revenue/Funding
Company Location
New Campaign Launch
Sponsoring Competitors
Re-Branding
New Executive Hires
What trend arose during the pandemic thathas the most staying power?
Frictionless Transactions: Stadiums/Venues havereduced wait times, customers' cognitive strain,number of steps required at checkout which hascreated a more enjoyable live event experience.
56%Frictionless Transactions
Increased Jersey Branding
Virtual Signage
Virtual Events
Other*
50%47%34%2%
*Hybrid Events, Social Campaigns, and Brand Affinity
What channels do you use to leverage yoursponsorships the most?
Social Media has picked up over the years but ourindustry experts are still seeing just as much value in on-site activations, especially with crowds returning tovenues.
Social Media
On-Site Activation
Digital/Mobile Promotions
Traditional Advertising
Hospitality
Public Relations
Sales Promotion Offers
Business to Business
Internal Communications
Dir. Response Marketing
SponsorUnited's 2021 Sponsorship Year In Review Survey was created to look inside the minds of the top sports &entertainment executives as we aim to gain insights on the past year and prepare for what's to come in thefuture. Our goal is to streamline your marketing strategy with industry trends and analysis from global thoughtleaders.
Which length of deals have you noticed an increasein?
Over half of the industry has primarily seen 1-2 year dealswhile a smaller majority has seen 3+ years in 2021.
We expect to see an increase in long term deals asproperties gain back their audience and brands continue torebuild relationships in sports/entertainment.
1 year deals32.3%
2 year deals27.3%
3-4 year deals25.3%
None10.1%
5+ years5.1%
#2.08#3.23#3.81#4.17#4.17#4.75#5.78
Average rank
Average rank
#2.23#3.58#4.12#4.81
#5.21#5.63#6.54#6.89#7.59#8.41
SPONSORSHIPYEAR IN REVIEW
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
2021 SURVEY DATA
Which brands activate Sports & Entertainment the best?
Which brand activation / initiative are you most proud of from 2021?
Athlete EndorsementsHyperice
“How to Fight Like a Sweet Girl” VideoNetflix Sweet Girl x UFC
Primary SponsorShavelogic x Spire Motorsports
Fantasy Football Draft PartyPrizePicks x Atlanta Falcons
"Baseball Buddies"Love's x Oklahoma City Dodgers
Virtual Smashville (Meet & Greet)Fifth Third Bank x Nashville Predators
Dunkin RaceDunkin Donuts x Chicago Bulls
Delta 12 StatusDelta Airlines x Seattle Seahawks
BMW Homeplate ClubBMW x Arizona Diamondbacks
Presenting Sponsor of "Media Days"Academy Sports + Outdoors x Big 12
Presenting Sponsor of Super Bowl LVIHalftime Show (Pepsi)
Tomorrowland Promotion SponsorBMW
Lollapalooza Sideways Photo OppToyota
NHL Fan Skills At HomeGEICO
UEFA "Stadium in a Box"Heineken
"Ultra Courtside" (Frontline Workers)Michelob (Anheuser Busch)
Player Warmups PlaylistGatorade
Lollapalooza Viewing ExperienceT-Mobile
SPONSORSHIPYEAR IN REVIEW
SPONSORUNITED PRICING REPORT ESTIMATED DATA*
CATEGORY SPEND - MAJOR PRO SPORTS
Financial
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved | *SUPR: SponsorUnited Pricing Report
$673,977,0001
Healthcare $415,672,0002
Telecommunications $384,166,0003
Beverage (Alcoholic) $354,819,5004
Media & Entertainment $308,431,0005
Automotive $291,218,0006
Retail $265,771,0007
Casino/Gaming/Betting/Lottery $250,697,0008
Beverage (Non-Alcoholic) $248,013,0009
Utilities & Waste $208,404,50010
Technology $193,718,00011
Services $189,975,00012
Insurance $177,681,00013
Transportation $135,832,50014
Quick Service Restaurants $119,386,50015
$4,493,000
$2,771,000
$2,561,000
$2,365,500
$2,056,000
$1,941,500
$1,772,000
$1,671,000
$1,653,500
$1,389,000
$1,291,500
$1,266,500
$1,184,500
$905,500
$796,000
TOTAL CATEGORYREVENUE
AVERAGE TOTALPER TEAM
SPONSORSHIPYEAR IN REVIEW
CATEGORY
MLB
NFLVenue EntitlementsEvent Content / Activation
Coca-ColaTabling + Product Displayed
Venue EntitlementsEvent Content / Activation
NHL
Virtual Signage Projected onPlaying Surface
Bud LightNew England Patriots
BudweiserMiami Marlins
Jacob Leinenkugel BrewingPhiladelphia Phillies
WalmartMinnesota Wild
272% 50%
200+
YOY brand increasefrom 2020-2021
98%
MLSVenue EntitlementsEvent Content / Activation
Captain MorganNew York City FC
LexusHouston Dynamo
52% 133%
43%
COVID IMPACT
NBA
Digital Broadcast
The Funk CollectionOrlando Magic
133%
VIRTUAL IMPACT
BACK IN THE VENUE
SPONSORSHIPYEAR IN REVIEW
Increase in vaccinementions by Food & Bev
Distribution brands
Average increase in EventContent/Activation within
NFL, MLB, MLS
140% 400%Average increase in VenueEntitlements within NFL,
MLB, MLS
115%Increase in vaccine
mentions by Grocerybrands
380%
YOY brand increasefrom 2020-2021
YOY deal increasefrom 2020-2021
YOY brand increasefrom 2020-2021
YOY deal increasefrom 2020-2021
YOY brand increasefrom 2020-2021
Brands bought thisnew asset in 2021
YOY brand increasefrom 2020-2021
31-40
41-50
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
62,500%
4,967%
1,403%
1,368%
800%
YEAR OVER YEARBRANDS WITH THE LARGEST INCREASE IN PROFILE VIEWS BY SPONSORSHIP EXECUTIVES
755%
715%
707%
656%
593%
Binance had low sports sponsorship activity in 2021 but this Crypto whale was a Top 5 most searchedbrand in the category for 2021.
Socios.com more than doubled their amount ofsponsorships including: San Antonio Spurs, UFC andF1. Also, part of Lionel Messi's PSG signing bonuswas in the form of Socios fan tokens.
With no sponsorships in 2020, Coinbase wanted toincrease awareness around blockchain technology togrow the Crypto economy. In 2021, they have nowsigned 9 sponsorship deals.
Dr. Squatch Super Bowl Ad, "You're Not A Dish".
Team deals with EPL, Serie A, Bundesliga, RugbyAustralia, Racing League and more.
Extended sponsorship portfolio with the New YorkYankees, Hill Motorsports, Young's Motorsports andToni Breidinger.
The Miami Marlins signed a multiyear naming rightsdeal to LoanDepot for its stadium in late March(LoanDepot Park).
Official Partnership with NASCAR.
Credible.com was highlighted in the MLB Field ofDreams game as a Backstop Rotating Billboard.
INSIGHTS
BRANDS1-10
11-20
21-30
Socios.com - Primary Jersey PatchRoush Fenway Racing
Dr. Squatch - SB LV CommercialNFL on CBS
Credible - Backstop BillboardField of Dreams Game (MLB)
HairClub - Vehicle SignageHill Motorsports
Ruoff Mortgage signed an Official Partnership withNASCAR; replaced Gatorade as Victory LaneSponsor.
SPONSORSHIPYEAR IN REVIEWMOST SEARCHED
5
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
1 FINANCIAL 3 AUTO 4 FOODPRODUCTS
CATEGORIES
HEALTHCARE 6 CONSUMERPRODUCTS 7 RETAIL 8 ALCOHOL
BankingFinTechFinancial Services
Top Sub-Categories1.2.3.
DealershipImport BrandAftermarketService
Top Sub-Categories1.2.3.
SnacksVitaminsMultiline & Other
Top Sub-Categories1.2.3.
Pharmaceutical/OTC HealthcareHospital
Top Sub-Categories1.
2.3.
Grooming Multiline or Other Household Supplies
Top Sub-Categories1.2.3.
Athletic ApparelRetail OtherNon-AthleticApparel
Top Sub-Categories1.2.3.
Spirits (Multi-Line)BeerImport/DomesticWine
Top Sub-Categories1.2.
3.
MOST SEARCHED
Crypto.com Logo onPlaying Surface
Montreal Canadiens
Toyota Venue Naming RightsFC Dallas
Oatly Product DisplayedTexas Rangers
Bud Light Endorsement:Image/Likeness
Travis Kelce
Home Depot ExteriorSignage
Atlanta Falcons
Puresilk Exclusive Title Sponsor
LPGA
Invisalign Video BoardRotating Billboard New Orleans Saints
SPONSORSHIPYEAR IN REVIEW
2TECHNOLOGY
SoftwareWeb / App eCommerce
Top Sub-Categories1.2.3.
Honey Secondary PatchLos Angeles Galaxy
CRYPTOCURRENCYMOST SEARCHED
1-10
11-20
Sponsorship deals with esportsorganizations within 3 leagues
TOP ASSETS BOUGHTPROPERTY ENTITLEMENTSSOCIAL POSTSDIGITAL CONTENTPROPERTY PRODUCTS/SERVICESPROPERTY EXPOSURE
63%42%38%17%14%
1,600%YOY sponsorship increase; currently24 deals across 21 uniqueleagues/athletes
67% of deals include social media; Tom Brady holds highest engagement
3 Jersey Patch deals, 2 primaryand 1 Jersey Sleeve Logo
*Cryptocurrency Overall
10 Athlete endorsements
2 Naming Rights deals with theMiami Heat and UC Berkley
4
1-Jan
Sponsorship deals withinFormula 1
300% YOY sponsorship increase; currently13 deals across 8 leagues/athletes
58% of deals include social media; F1 holds highest engagement
3 Jersey Patch deals, 2 primaryand 1 Practice Jersey Patch
Serie A partnership; NFT ofChampionship Trophy
2
NFT
Crypto.com Instagram PostFormula 1
314,865Engagement Score:
Most EngagedSocial Post
SPONSORSHIPYEAR IN REVIEW
Unique Brands Viewed Trendline
SHIFT IN FOCUS
1-Jan
SPORTS BETTING
1-10
11-20
TOP ASSETS BOUGHTSOCIAL POSTSPROPERTY ENTITLEMENTSDIGITAL CONTENTTELEVISION ADSTV-VISIBLE SIGNAGE
35%34%26%22%21%
56% YOY sponsorship increase; currently 78 deals within 29 leagues
77% of total sponsorships do not include NFL,MLS, MLB, NBA, or NHL
42% of sponsorships include EventContent/Activation
*Sports Betting Overall
37% of deals include social media; Conor McGregor holds highest engagement
260 Total deals
53 Leagues/associations Leagues/associations
165% YOY sponsorship increase; currently 53 deals within 18 leagues
72% of sponsorships include NFL, MLS, MLB, NBA, or NHL
55% of sponsorships include Digital Content
32% of deals include social media; Jamie Foxx holds highest engagement
144 Total deals
32
DraftKings Instagram PostConor McGregor
663,436Engagement
Score:
Most EngagedSocial Post
SPONSORSHIPYEAR IN REVIEWSHIFT IN FOCUS
MOST SEARCHED
FINTECH
1-10
11-20
167% YOY sponsorship increase;currently have 16 within 12 leagues
63% of sponsorships are in the NBA
69% of sponsorships include TV-Visible Signage
Primary Jersey Patch for the Dallas Mavericks
1-Jan
TOP ASSETS BOUGHTPROPERTY ENTITLEMENTSSOCIAL POSTSDIGITAL CONTENTTELEVISION ADSPRODUCTS/SERVICES USED
28%23%22%19%16%
*FinTech Overall
Courtside Aprons across NBA and NCAApartnerships11
4 Deals within Dallas, their #1 market
78% YOY sponsorship increase;currently have 16 within 11 leagues
NIL Deal with Alabama QB, Bryce Young
88% of sponsorships include Social Posts
Partnerships with Pardon MyTake and Joe Rogan Experience
Partnership integration withTikTok
Total deals within the esports industry10+
Cash App Instagram PostMiley Cyrus
942,348Engagement Score:
Most EngagedSocial Post
SPONSORSHIPYEAR IN REVIEW
Unique Brands Viewed Trendline
SHIFT IN FOCUS
MOST SEARCHED
Youth Initiative
Hunger Relief
Education
Education
Youth Related
Hunger Relief
32%19%16%
CAUSE-RELATED MARKETING
TOP BRANDS
1-10
11-20
21% Deal increase YOY
#1 & #2 brands for the last two years(Chick-fil-A led in 2020)
29%20%20%
INSIGHTS
Top Assets (% of deals) Top Assets (% of deals)
*Cause Related Marketing Overall
Youth 1 out of every 4 deals includes aninitiative for Youth Causes
SPONSORSHIPYEAR IN REVIEW
TOP CATEGORIES
Over 2,750 brands activated a Community/Cause initiative in 2021, this is a 21% increase from the previous year.
Brands spend more on Community/Cause-related activations with NFL Athletes than all other Major Pro Athletescombined.
The NBA is the most active league for Community/Cause-related initiatives, followed by MLB, NHL, NFL, and MLS.
Music Festivals & Venues are 3x more likely to sell Community/Cause-related activations than all Music Artistscombined.
336
139
110
74
70
Charities, Health Causes, & Non-Profits
Banking
Hospital
Life & Health Insurance
Colleges & Universities
Ranked by # of Brands
Advent HealthOrlando Magic
KrogerCincinnati Bengals
DaimlerPortland Trail Blazers
NBA Leads all leagues in activations/initiatives
SHIFT IN FOCUS
CAUSE-RELATED MARKETING
SHIFT IN FOCUS SPONSORSHIPYEAR IN REVIEW
BRANDS ACTIVATING DIVERSITY AND INCLUSION
Modelo Especial Columbus Crew
Pacific Premier BankPac-12 Conference
UmbroBrentford FC
Grant ThortonD.C. United
Urban LegendsLAFC
WalmartBET Awards
New brands in2021
100+
NBA has nearly 2x more deals thanany other Major Pro Sport
UEFA Euro Championship - 12
sponsorships across 12 categories
LEAGUES
TOP BRANDS
1-10
11-20
3xMore Charities &
Organizationsthan 2020
1
6
11
16
2
7
12
17
3
8
13
18
4
9
14
19
5
10
15
203,344,419
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
5,265
Adidas
5,083
Toyota
4,441
Verizon
3,912
Bud Light
60,064
Auto
47,547
Apparel & Accessories
42,889
Healthcare
37,212
Beverage (Alcoholic)
Most Posts Per Brand Most Posts Per Category
5,281
GEICO
60,690
Financial
SPONSORED POSTS AMONG ALL CATEGORIESBRAND PERFORMANCE
6,933,294
7,334,2619,177,891 8,375,88410,496,691
5,840,579 5,671,832 5,606,169
12,545,790
5,135,232
4,819,448 4,725,463 4,498,427 4,103,020 4,038,085
3,756,512 3,463,291 3,363,807 3,336,523
SOCIAL MEDIAENGAGEMENT
Average TotalEngagement ofConsumer Products335K 2M Average Engagement of
American EagleOutfitters
Sponsored Posts byNike3K+ 50% of the Top 10 Most
Engaged Brands areCosmetics & Skin Care
SPONSORSHIPYEAR IN REVIEW
MOST ENGAGING POST BY BRAND(FACEBOOK, TWITTER, INSTAGRAM)
1
6
11
16
2
7
12
17
3
8
13
18
4
9
14
19
5
10
15
2028,398
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
3,558
Montreal Canadiens
3,344
Columbus Blue Jackets
2,769
Washington Wizards
2,768
New Orleans Pelicans
1,367
NHL - National Hockey League
1,243
MLB - Major League Baseball
1,169
FMF - Mexican Football Federation
1,080
CHL - Canadian Hockey League
Most Sponsored Posts PerTeam
Most Sponsored Posts PerLeague
4,017
Nashville Predators
1,537
MLF - Major League Fishing
TEAM / LEAGUEPROPERTY PERFORMANCE
HIGHEST AVERAGE ENGAGEMENT PER POST MINIMUM 15 UNIQUE BRANDED POSTS (FACEBOOK, TWITTER, INSTAGRAM)
65,445
69,30779,141 69,46385,416
54,029 50,106 43,795
87,047
43,195
39,678 34,065 32,054 31,954 31,121
31,004 29,156 28,704 26,567
SOCIAL MEDIAENGAGEMENT
U.S. Pro Sports teams orleagues in the Top 20 0 41M
of the Top 20 areesports orInternationalFootball90%
A.C Milan TotalEngagementthroughout theseason
SPONSORSHIPYEAR IN REVIEW
of the Top 10 are InternationalFootball80%
1
6
11
16
2
7
12
17
3
8
13
18
4
9
14
19
5
10
15
20
Zendaya4,958,450
Sara Ali Khan440,393
SOCIAL MEDIAENGAGEMENT
SPONSORSHIPYEAR IN REVIEW
INDIVIDUAL PERFORMANCEENTERTAINERS & INFLUENCERS
375
Kim Kardashian West
266
Dwayne (The Rock) Johnson
263
Simeon Panda
243
Jimmy Chin
96,618,470
Dwayne (The Rock) Johnson
95,643,310
Charli D'Amelio
86,610,630
Kendall Jenner
45,018,130
Kim Kardashian West
Most Sponsored Posts PerIndividual
Highest Total Engagement
418
Mike Holmes
212,791,684
Kylie Jenner
HIGHEST AVERAGE ENGAGEMENT PER POSTMINIMUM 15 UNIQUE BRANDED POSTS (FACEBOOK, TWITTER, INSTAGRAM)
AverageEngagementper post89,105
More Engagement thanNBA athletes 5x
4
More than half of theTop 20 are femaleinfluencers 65%
Average number ofposts each brand receivesin a partnership
Charli D'Amelio2,125,406
Addison Rae1,904,293
Kendall Jenner1,882,839
Luisito Comunica875,340
Kylie Jenner1,043,096
Khloe Kardashian852,030
Will Smith840,584
Gal Gadot748,200
Danna Paola723,400
Lily Collins676,661
Chase Stokes657,799
Madison Bailey406,432
Juanpa Zurita376,457
Ryan Reynolds341,315
Charly Jordan344,662
Aislinn Derbez346,352
Dwayne (The Rock) Johnson363,227
Jason Momoa365,824
10
1 2 3 4 5
6 7 98
X XXXX
XXXX
Most Active Brands
Most Active Categories
VENUE NAMING RIGHTS
#1Financial
Auto2
Insurance3
Healthcare
Construction& Industrial5
Telecom6
Utilities
Transportation8
Technology9
Hotel &Restaurant4 7 10
Brands spend on MajorPro Sports venues
Top 3 Categories control halfof the total deals in Major
Pro Sports
50% 100+Different categories withinMajor Pro Sports venues
20Emirates Group has the
most Venue Naming Rightsdeals in the U.K.
#1
79% Banking
PREMIUM ASSETS
MLS
*Applies to 2021 seasons
X
NBA
NFL
MLB
NHL
X
Other Assets Bundled Into Deals
Sponsorship Digital Radio TV Other
60%
40%
20%
0%
Assets included inVenue Naming Rights
deals on average
31Asset Breakdown
SPONSORSHIPYEAR IN REVIEW
X
Caesars EntertainmentNew Orleans Saints
NEW DEALS IN MAJOR PRO SPORTS
10
1 2 3 4 5
6 7 98
XX
Most Active Brands
PRIMARY JERSEY PATCH
Most Active Categories
Technology2
Gaming3
Construction& Industrial
Telecom5
Auto6
Food Products
Healthcare8
ConsumerElectronics9
Utilities4 7 10
#1Financial
50% Banking &Financial Services
PREMIUM ASSETS
New Primary Jersey Patch deals
X X XX X X
NBA
MLS
SPONSORSHIPYEAR IN REVIEW
Deals with esportsteams
190+ 44%of NBA teams had a
Primary Jersey sponsor forthe 2020-21 season
93%of European Football
properties have a PrimaryJersey sponsor
4Technology brands, the
most of any categorywithin the MLS
*Applies to 2020-2021 seasons
10
1 2 3 4 5
6 7 98
10
1 2 3 4 5
6 7 98
Most Active Brands
Most Active Categories
Most Active Brands
DIGITAL PLATFORMS
TV ADVERTISING
Hotel &Restaurant
Financial2
Healthcare3
Auto
Construction& Industrial5
Professional Services6
Technology
Media8
Quick ServeRestaurants9
Apparel &Accessories
#1
Most Active Categories
Auto
Quick Serve Restaurants2
Financial3
Insurance
Healthcare5
Telecom6
Alcoholic
Gaming8
Retail9
ConsumerProducts
#1
4 7 10
4 7 10
MEDIA PLATFORMS SPONSORSHIPYEAR IN REVIEW
HULU X tom brady
State farm X nba 2k22
Wendy's X Fan Controlled Football
FTX X MLB
McDonald's X Travis scott
EXPERIENTIAL
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
Branded Character(non-playable character)
Event-Related Sponsored Content(Delivered Match Ball)
Volkswagen X UEFA Euro 2020
Co-Branded Content(The Travis Scott Meal)
Endorsement: Image/Likeness (“Rift Tour virtual concert”)
Ariana Grande X fortnite
Umpire Jersey Signage(Primary Jersey Patch)
Pepsi X MLB
Rotating Billboard & Promotion2021 Season
Old Dominion Freight Line X MLB
Social Media CampaignTwitter
Super Bowl CommercialCBS
Cheetos X NFL on cbs
Co-Branded Content(Cracker Jack Flavored)
Social Media Campaign#CarryTheFrieght
INTERACTIVE/COLLABORATIVE EXPERIENCES IN SPORTS & ENTERTAINMENT
BEST PRACTICES SPONSORSHIPYEAR IN REVIEW
1 32
9
4 5
6 87 10
11 1312
19
14 15
16 1817 20
EXPANDING BRANDSINCREASE IN DEALS FROM 2020 TO 2021
68% of Zyn & Liquid Death'stotal sponsorship deals arewithin Music Festivals
The most active category in Digital Content with 1,094 total deals
TechnologySource: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
THE INSIGHTS
50%Liquid Death, Red Bulland Coca-Cola own half
of the Non-Alcoholicbeverage category
4,576Unique brands active within music festivals
MUSICFESTIVALS
THE CATEGORIES THE BRANDSRANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL SPONSORSHIP DEALS
815
455
327
223
217
211
198
Beverage (Alcoholic)
Media
Hotel, Restaurant & Leisure
Organizations & Groups
Commercial & Professional Services
Beverage (Non-Alcoholic)
Leisure & Recreation
Twisted Tea Branded Photo OpCountry Jam USA
Liquid Death Social PostBeyond Wonderland
Truly LoungeCountry Jam USA
Bud Light Seltzer Co-BrandedContent
Lollapalooza
Sponsorship
326
iHeartRadio Music Festival
247
Afropunk Brooklyn
225
Gulf Coast Jam
220
Detroit Jazz Festival
3,354
Rolling Loud
2,607
The Governor's Ball
1,878
Austin City Limits
1,445
Burning Man
Most Sponsored Posts Highest Average Engagement PerPost
553
Musikfest Tomorrowland
SOCIAL PERFORMANCE
1 32 4 5
SPONSORSHIPYEAR IN REVIEW
33,327
*Min 20 Posts
Most Endorsed Music Artists
1 32
9
4 5
6 87 10
THE CATEGORIES THE BRANDS
THE ARTISTS
STEVE AOKI35 BRANDS
JENNIFER LOPEZ27 BRANDS
THALIA20 BRANDS
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
MUSICARTISTS
BECKY G24 BRANDS
216
DJ Khaled
190
Jennifer Lopez
180
Steve Aoki
121
Rick Ross
2,023,680
Beyonce
1,945,562
Ariana Grande
1,418,267
Selena Gomez
1,253,180
Cardi B
Most Sponsored Posts Highest Average EngagementPer Post
Soulja Boy
2,322,704
Rihanna
SOCIAL PERFORMANCE
RANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL SPONSORSHIP DEALS
68
38
30
25
24
24
Apparel & Accessories
Beverage (Alcoholic)
Technology
Consumer Products
Retail
Beverage (Non-Alcoholic)
Consumer Electronics19
Gucci has the mostdigital sponsorships
(outside of musicstreaming platforms)
Target is the only Retail brand in theTop 10 list of digital sponsorships
DJ Khaled has dealswith 5 unique
Alcohol brands
Crocs has more sponsorshipdeals with music
artists than Calvin Klein,Gucci and Versace combined
SPONSORSHIPYEAR IN REVIEW
CrocsPost Malone
*Min 20 Posts
DJ KHALED32 BRANDS
333
MUSIC
ACTIVATIONS IN MUSIC ACROSS ALL MARKETS
ACTIVATION SPOTLIGHT
Venue
Bud Light Stage Naming RightsFlood City Festival
of all venue assetsbought by Non-AlcoholicBeverages are LiquidDeath
25%
Property
SPOTLIGHT
MOST VENUESPOSNORS
TOP BRANDS
TOP ASSETSWITHIN GENRE
FEATUREDINVENTORY &ACTIVATIONS
T-Mobile Stage Naming RightsLollapalooza
Mercari Event Presenting SponsorShaq's Fun House
Nixie Sparkling Water Tabling/TentNewport Folk Festival
Jack Daniel's Photo OpLollapalooza
Media
Absolut Social PostTomorrowland
PathWater Social PostLollapalooza
Jarritos Social PostRolling Loud
STAGE NAMING RIGHTSCONCESSION STAND / BARPRODUCT SOLDINTERIOR GROUNDS FIXEDBILLBOARDCLUB, DECK, SEATED BAR ORRESTAURANT NAMING RIGHTS
1.2.3.4.
5.
*Excludes food and beverage sold
31
17
16
15
13
Bud Light has the same amount ofassets as the next 3 Beer companiescombined
TALENT ENDORSEMENTPROMOTION MEDIA SERVICESPROMOTION/SWEEPSTAKESSPONSORPREFERRED HOTEL PARTNERBROADCAST MEDIA SERVICES
1.2.3.
4.5.*Excludes Official Sponsor
42
39
35
32
30
These Top 5 brands postnearly 2x more imagescompared to videos
Photo > Video
*Excludes logo displayed on page
119
117
94
93
87
Hometown Poke Concession StandNewport Folk Festival
INSTAGRAM IMAGE POSTTWITTER IMAGE POSTFACEBOOK IMAGE POSTFACEBOOK TEXT POSTINSTAGRAM VIDEO POST
1.2.3.4.5.
SPONSORSHIPYEAR IN REVIEW
2 3
4 5
12 3
4 5
12 3
4 5
1
EXPANDING BRANDS
Caesars Sportsbook LoungeIndianapolis Colts
KEY ASSET ANALYSIS
255
1 2
4
4 5
1 32 5
32
4
4 5
1 32 5
Auto25.8%
Alcohol14.5%
Healthcare12.9%
Food Products11.3%
Insurance9.7%
Media + Telecommunication16.1%
Financial9.7%
Heineken "305 Reunion"Miami Dolphins
0 5 10 15
Betting Services
Beer, Import & Domestic
Soft Drink & Carbonated
3
Event Related ContentSponsored AttendeeActivity TOP 7 CATEGORIES RANKED BY TOTAL DEALS
2x more dealsthan the next
brand
Entertainment RelatedContent
Most # of Deals:Bud Light
1
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
INCREASE IN DEALS FROM 2020-21 TO 2021-22
136 Brands
On Location Event Related ContentHouston Texans
Coke Zero Promotion SponsorTampa Bay Buccaneers
GameDay Vodka Product DisplayedBaltimore Ravens
Bud Light "Connect Four"New England Patriots
Chevron "Red Zone"Denver Broncos
THE TEAMSMost
PartnersMostExclusive
Avg. Sponsors &Advertisers Per Team
THE CATEGORIES THE BRANDS
SPONSOR
TELEVISION
DIGITAL
RADIO
RANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL DEALS
246
152
147
147
140
138
134
Beverage (Alcoholic)
Auto
Food Products
Construction & Industrial
Technology
Media
Healthcare
Sponsorship
+11
+10
+7
+6
+5
100%of GameDay Vodka
sponsorships arewith NFL/NCAAF
#1 Category: Alcohol(80% Beer)
Most Branded Social PostsGrowing Categories
Increase in total deals
2021-22SEASON
SPONSORSHIPYEAR IN REVIEW
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1
2
3
4
5
6
7
8
9
10
1
2
3
4
5
6
7
8
9
10
Most Current Athlete Endorsements
MOST SEARCHED
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
THE ATHLETES
Brands searched by NFL executives within growing categories
BettingServices
& DFS
Beer (Import &Domestic)
Soft Drink &Carbonated
Most Sponsored Posts Highest Average Engagement
750 Sponsored Posts
68,618 Average Engagement
Per Post
Car Manufacturersproduced the highest Average
Engagement (85,991)
2021-22SEASON
SOCIAL PERFORMANCE
Excluding Apparel, Verizon has themost endorsement deals among all
NFL Athletes
Justin Fields and DevontaSmith led all rookies with 12
new deals signed each
Rob Gronkowski had themost new deals in 2021 (17)and the second most deals
lost from 2020 (11)
SPONSORSHIPYEAR IN REVIEW
AUSTIN EKELER27 BRANDS
JUJU SMITH-SCHUSTER34 BRANDS
ROB GRONKOWSKI29 BRANDS
RUSSELL WILSON26 BRANDS
PATRICK PETERSON26 BRANDS
*Minimum 20 branded posts
EXPANDING BRANDS
MNP Dasher Board SignageMontreal Canadiens
KEY ASSET ANALYSIS
1 32
4
4 5
1 32 5
32
4
4 5
1 32 5
Financial31.8%
Healthcare20.5%
Other20.5%
Telecom13.6%
Technology6.8%
Auto6.8%
0 5 10 15 20
Betting Services
Loan / Mortgage / Payment
Spiked / Hard Seltzer
Helmet SignageLeading Edge WrapTOP CATEGORIES RANKED BY TOTAL DEALS
Projected on Ice
#1 Category: Auto
Most Deals: GEICO
1
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
INCREASE IN DEALS FROM 2019-20 TO 2020-21
53Brands
Guaranteed Rate Promotion Sponsor New York Islanders
Truly Promotion SponsorFlorida Panthers
Canadian Tire Stadium Naming Rights Ottawa Senators
Rogers Leading Edge WrapVancouver Canucks
Bridgestone Helmet Signage Nashville Predators
THE TEAMSMost
PartnersMostExclusive
195Avg. Sponsors &
Advertisers Per Team
THE CATEGORIES THE BRANDS
SPONSOR
TELEVISION
DIGITAL
RADIO
RANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL DEALS
261
231
140
140
136
124
114
Beverage (Alcoholic)
Auto
Financial
Construction & Industrial
Healthcare
Hotel & Restaurant
QSR
MostFrequent
Brand
Sponsorship
+15
+12
+5
+5
+3
50%of NHL teams havesigned a deal with
Progressive, a non-league partner
Official Auto InsurancePartner
GEICO Logo Projected on Ice St. Louis Blues
Growing CategoriesIncrease in total deals
2020-21SEASON
SPONSORSHIPYEAR IN REVIEW
Most Branded Social Posts
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1
2
3
4
5
6
7
8
9
10
1
2
3
4
5
6
7
8
9
10
SOCIAL PERFORMANCE
THE ATHLETES
Adidas was the onlyApparel brand toshow deal growth
MOST SEARCHED
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
BettingServices
& DFS
Loan /Mortgage /
Payment
Spiked & Hard Seltzer
Most Sponsored Posts Highest Average Engagement
1,195 Sponsored Posts
18,277 Average Engagement
Per Post
Banking produced the highestAverage Engagement (23,446)
2020-21SEASON
Telecommunicationswas the leading category
outside of Apparel
SPONSORSHIPYEAR IN REVIEW
TYLER SEGUIN9 BRANDS
P.K. SUBBAN11 BRANDS
CONNOR MCDAVID6 BRANDS
ALEXANDER OVECHKIN6 BRANDS
AUSTON MATTHEWS6 BRANDS
*Minimum 20 branded posts
Most Current Athlete Endorsements
8 of the Top 10 Athletes are Canadian or Russian
Brands searched by NHL executives within growing categories
EXPANDING BRANDS
KEY ASSET ANALYSIS
THE BRANDS
1 3 5
4
4
1 32 5
3 5
4
4
1 32 5
Financial27.5%
Technology23.1%
Other22%
Telecom12.1%
Services7.7%
Auto7.7%
0 5 10 15
Betting Services
Spirits (Multi-Line or Other)
On-Demand Delivery
2
2
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
INCREASE IN DEALS FROM 2019-20 TO 2020-21
Basket StanchionProjected on Court
507 Brands
Most FrequentBrand
#1 Category: Auto
Most Deals:Verizon
State Farm Fixed Arm SignageMilwaukee Bucks
THE TEAMSMost
PartnersMostExclusive
187Avg. Sponsors &
Advertisers Per Team
RANKED BY TOTAL DEALS
VerizonOrlando Magic
Sponsorship
+13
+10
+9
+5
+3
1
SPONSOR
TELEVISION
DIGITAL
RADIO
THE CATEGORIESRANKED BY TOTAL SPONSORSHIP DEALS
242
152
146
129
115
109
104
Beverage (Alcoholic)
Apparel
Auto
Financial
Insurance
Technology
Healthcare
Primary Jersey PatchTOP CATEGORIES RANKED BY TOTAL DEALS
PayPal Phoenix Suns
Hennessy Baseline ApronAtlanta Hawks
Michelob Ultra "The Ultra Club"Orlando Magic
Verizon Seating Cover SignagePhoenix Suns
Chime Basket StanchionNew Orleans Pelicans
87%of NBA teams have a
sponsorship dealwith Michelob Ultra
Growing CategoriesIncrease in total deals
2020-21SEASON
SPONSORSHIPYEAR IN REVIEW
Most Branded Social Posts
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1
2
3
4
5
6
7
8
9
10
1
2
3
4
5
6
7
8
9
10
Nike, Jordan and adidasare the top Apparel brands
with a total of 316 deals
MOST SEARCHED
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
BettingServices
& DFS
Spirits(Multi-Line
or Other)
On-DemandDelivery
Most Sponsored Posts Highest Average Engagement
2,037 Sponsored Posts
89,604 Average Engagements
Per Post
2020-21SEASON
THE ATHLETES
SOCIAL PERFORMANCE
Immanuel Quickley had a116% increase in followersduring the season, the most
of any NBA athlete
SPONSORSHIPYEAR IN REVIEW
ROBERT COVINGTON20 BRANDS
LEBRON JAMES25 BRANDS
KARL-ANTHONY TOWNS20 BRANDS
DAMIAN LILLARD19 BRANDS
TRAE YOUNG20 BRANDS
Athletic & Footwear had theHighest Average Engagement
(257,327)
Most Current Athlete Endorsements
Excluding Apparel, Verizon had themost endorsement deals of all NBA
Athletes.
Brands searched by NBA executives within growing categories
EXPANDING BRANDS
KEY ASSET ANALYSIS
THE BRANDS
1
2
2
2
2 5
4
4
1 3 5
3 5
4
4
1 3 5
Financial16.9%
Auto16.9%
Food Products14.3%Healthcare
12.3%
Media11.7%
Leisure/Rec10.4%
Alcohol9.7%
Food/Bev Distribution7.8%
3
GEICOTampa Bay Rays
0 10 20 30 40
Snacks
Meats & Seafood
Restaurant
Outfield SignageBackstop Signage
#1 Category: Auto
Most Deals: Progressive
Sponsored Attendee Take Home Item
TOP 10 CATEGORIES RANKED BY TOTAL DEALS
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
INCREASE IN DEALS FROM 2020 TO 2021
644 Brands
PostmatesLos Angeles Dodgers
THE TEAMSMost
PartnersMostExclusive
97Avg. Sponsors &
Advertisers Per Team
RANKED BY TOTAL DEALS
ProgressivePhiladelphia Phillies
1
SPONSOR
TELEVISION
DIGITAL
RADIO
THE CATEGORIESRANKED BY TOTAL SPONSORSHIP DEALS
301
253
204
195
169
146
140
Beverage (Alcoholic)
Food Products
Auto
Construction & Industrial
Financial
Healthcare
Insurance
47 Brand Retail StoreBaltimore Orioles
New Era Entertainment ContentChicago Cubs
Fanatics Video Board BillboardCleveland Indians
Lysol DisinfectantMiami Marlins
Sponsorship
+11
+11
+9
+8
+6
LysolLargest YOY
increase for a non-Apparel brand
Growing CategoriesIncrease in total deals
2021SEASON
SPONSORSHIPYEAR IN REVIEW
Most Branded Social Posts
Most FrequentBrand
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1
2
3
4
5
6
7
8
9
10
1
2
3
4
5
6
7
8
9
10
MOST SEARCHED
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
Snacks
Meats,Poultry &
Seafood
Restaurants
Most Sponsored Posts Highest Average Engagement
557 Sponsored Posts
110,314 Average Engagements
Per Post
Cloud, Data & CRMSolutions had the Highest
Average Engagement(225,457)
2021SEASON
THE ATHLETES
SOCIAL PERFORMANCE
More than half of alldeals are Apparel brands
(57%)
Budweiser and Body Armor are the top
non-Apparel brands
The Top 10 are split between US and International Athletes
SPONSORSHIPYEAR IN REVIEW
AARON JUDGE12 BRANDS
FERNANDO TATIS JR.13 BRANDS
SHOHEI OHTANI11 BRANDS
PETE ALONSO10 BRANDS
MIKE TROUT9 BRANDS
*Minimum 20 branded posts
Most Current Athlete Endorsements
Brands searched by MLB executives within growing categories
KEY ASSET ANALYSIS
THE CATEGORIES THE BRANDS
3
2
2
2
2
4
4 5
1 3 5
3
4
4 5
1 3 5
0 1 2 3
Hospital
Banking
Luxury Auto
Import Auto
Heineken hasdeals with 14different MLS
teams
0 5 10 15 20 25
Betting Services
Grooming
Beer, Import & Domestic
Venue Naming RightsInterior SignageTOP 4 CATEGORIES RANKED BY TOTAL DEALS
Event Related Sponsored Content
Category: Alcohol
Most Deals:
100
1
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
800 Brands
adidas Ground Level RotatingBillboard
Colorado Rapids
BBVA Venue Naming RightsHouston Dynamo FC
THE TEAMSMost
PartnersMostExclusive
Avg. Sponsors &Advertisers Per Team
RANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL DEALS
1
185
113
105
105
90
87
83
Beverage (Alcoholic)
Food Products
Beverage (Non-Alcoholic)
Auto
Media
Commercial & Professional Services
Construction
SPONSOR
TELEVISION
DIGITAL
RADIO
EXPANDING BRANDS
JLab Audio Ribbon BoardLA Galaxy
INCREASE IN DEALS FROM 2019-20 TO 2020-21
BetMGM Presenting SponsorOrlando City SC
Gillette Crossbar ChallengeMLS All Star Skills Challenge
Audi Seat Back SignageD.C. United
Sponsorship
+18
+11
+10
+9
+8
39%of BetMGM's totalsponsorship deals
are in the MLS
#1 Heineken
Heineken Man of the MatchAtlanta United FC
Growing CategoriesIncrease in total deals
12 Other categories with aVenue Naming Rightsdeal
2021SEASON
SPONSORSHIPYEAR IN REVIEW
Most Branded Social Posts
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1
2
3
4
5
6
7
8
9
10
1
2
3
4
5
6
7
8
9
10
Body Armor contains themost deals of non-Apparel
brands
MOST SEARCHED
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
BettingServices
& DFS
Grooming &Toiletry
Products
Beer - Import &Domestic
Most Sponsored Posts Highest Average Engagement
767 Sponsored Posts
133,736 Average Engagements
Per Post
TV/Streaming Networks &Studios had the Highest
Average Engagement (33,280)
2021SEASON
THE ATHLETES
SOCIAL PERFORMANCE
SPONSORSHIPYEAR IN REVIEW
CHICHARITO7 BRANDS
BLAISE MATUIDI12 BRANDS
JONATHAN DOS SANTOS7 BRANDS
CRISTIAN ROLDAN7 BRANDS
CHRISTIAN RAMIREZ7 BRANDS
Most Current Athlete Endorsements
Brands searched by MLS executives within growing categories
50% of the Top 10 are split betweenUS Athletes and International
Athletes
Blaise Matuidi is the topendorser with 4M more
followers than the secondhighest athlete
BRAND SPOTLIGHT
KEY ASSET ANALYSIS
1 32
4
4 5
1 32 5
32
4
4 5
1 32 5
Avg. Sponsors &Advertisers Per Team
Financial37.9%
Healthcare17.7%
Auto16.9%
Food & Bev Distribution8.9%
Hotel, Restaurant, Leisure7.3%
Construction & Industrial5.6%
25% Auto brands
Intermission Presenting Sponsor
Courtside Apron Digital Ads
Category: Financial
Most Deals: State Farm
Logo on Playing SurfaceTOP 7 CATEGORIES RANKED BY TOTAL DEALS
1
70 Brands
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
BRANDS WITH A LARGE PRESENCE IN THE NCAA
#1
State Farm Bradley Braves
Audi West Coast Conference (WCC)
THE CATEGORIES THE BRANDS
SPONSOR
TELEVISION
DIGITAL
RADIO
RANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL DEALS
1326
1103
988
981
939
772
676
Hotel & Restaurant
Financial
QSR
Auto
Healthcare
Insurance
Construction & Industrial
Pepsi
Presenting Seating SectionPenn State
Coca-Cola
Basket Stanchion: Pole Pad SignageWest Virginia Mountaineers
Backstop SignageSouth Carolina Gamecocks
Courtside Apron SignageUC San Diego Tritons
Nissan
Ground Level Wall SignageOhio State Buckeyes
THE INSIGHTSFeatured SegmentBig Ten Conference
Average TotalEngagement
5,040379,687Unique Brands
% indicates how much coverage each category has for this asset
ToyotaMinnesota Duluth Bulldogs
2020-21SEASON
Most Branded Social Postsby Athletics Account
SPONSORSHIPYEAR IN REVIEW
17 Total deals
BOWL/TOURNAMENT GAMES
1 32 4
5 6 87
EXPANDING BRANDS
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
SPONSORSHIPYEAR IN REVIEW
Sponsorships
TOP CATEGORIES & BRANDS
VENUE ENTITLEMENTS
2020-21SEASON
1 Hotel &Restaurant 2 Financial 3 Media 4 Government
5Commercial
Services 6 Auto 7 Retail 8 Leisure &Recreation
Diversified Energy Gate Naming RightsWest Virginia Mountaineers
Dos Equis "Cool Zone"Texas A&M Aggies
Reser's Venue Naming RightsOregon State Beavers
Hancock Whitney Bank Venue Naming RightsSouth Alabama Jaguars
Yum! Brands Venue Naming RightsLouisville Cardinals
Albertsons Venue Naming RightsBoise State Broncos
Carter Bank & Trust "Carter Club"Virginia Tech Hokies
Ford Motor Company "Ford Varsity Club"Wisconsin Badgers
Fifth Third Bank Venue Naming RightsCincinnati Bearcats
EXPANDING BRANDS
THE BRANDS
KEY ASSET ANALYSIS
Avg. Sponsors &Advertisers Per Team
1 32
9
4 5
6 87 10
1312 14 15
American Airlines Social PostDallas Wings
Healthcare33%
Insurance27%
QSR20%
Food & Bev Dist.7%
Technology7%
Other6%
THE CATEGORIES
INCREASE IN DEALS FROM 2020 TO 2021
Basket Stanchion
91#1 Category: Healthcare
Most Deals: State Farm
HelloFresh Promotion Sponsor New York Liberty
Michelob Ultra Logo on CourtLas Vegas Aces
Jim Beam Video Board Billboard Phoenix Mercury
State Farm Minnesota Lynx
THE TEAMSMost
PartnersMostExclusive
52494Unique Brands
RANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL DEALS
36
26
22
19
18
17
17
Healthcare
Financial
Insurance
Apparel & Accessories
Beverage (Alcoholic)
Media
Hotel & Restaurant
11
State FarmAtlanta Dream
Sponsorship
+5
+3
+3
+3
+2
20%of Anthem's totalsponsorship dealsare in the WNBA
80% of deals in the WNBAinclude Social Posts
Primary Jersey PatchTOP CATEGORIES RANKED BY TOTAL DEALS
EquiTrustLA Sparks
Largest Increase In Sponsors
2021SEASON
SPONSORSHIPYEAR IN REVIEW
Brands
6 Deals
Courtside Apron
1 32
9
4 5
6 87 10
1 32
9
4 5
6 87 10
THE ATHLETES
HIGHEST AVERAGE ENGAGEMENT
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
2021SEASON
SPONSORSHIPYEAR IN REVIEW
Sue Bird's deals are splitbetween 8 different
categories
Doordash and CapitalOne are the top non-
Apparel brands
TV Networks is the top non-Apparel category among WNBA
athletes
WNBA Teams
WNBA Teams
The WNBA's social media handles had a 129% higher Total Engagement Scorethan any WNBA team. The WNBA also had a Total Engagement Score of 50,499.
NNEKA OGWUMIKE9 BRANDS
SUE BIRD12 BRANDS
AERIAL POWERS9 BRANDS
KIA NURSE7 BRANDS
NATALIE ACHONWA7 BRANDS
Most Current Athlete Endorsements
MOST SPONSORED POSTS
BRAND SPOTLIGHT
KEY ASSET ANALYSIS 65% of NWSL deals include
Property Entitlements
1 32
9
4 5
6 87 10
11 1312 14 15
Healthcare20.9%
Alcohol16.9%
Financial16.3%
Media15.1%
Organizations12.6%
Food & Bev Distribution9.1%
QSR9.1%#1 Category:
Beverage(Non-Alcoholic)
Most Frequent:
Interior Signage
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
BRANDS WITH A LARGE PRESENCE IN THE NWSL
Event-RelatedSponsored Content
THE INSIGHTS
386Unique Brands
Social Media
THE CATEGORIES THE BRANDSRANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL DEALS
37
30
25
24
21
20
18
Healthcare
Financial
Beverage (Alcoholic)
Construction & Industrial
Hotel, Restaurant, Leisure
Auto
Technology
HeinekenStar of the Match Social Post
BioSteelPregame Outfit Sponsor
BioSteel
Sponsored Award
Promotion Sponsor Official Sponsor
Ground Level RotatingBillboard
Presenting Sponsor
Jersey Sleeve Patch
Promotion Sponsor
Official Sponsor
Budweiser Ally Financial Verizon Nationwide Insurance
33Avg. Sponsors &
Advertisers Per Team
95 Brands
Unitus CCUGround Level Rotating Billboard
Most Sponsors
2021SEASON
TOP 7 CATEGORIES RANKED BY TOTAL DEALS
SPONSORSHIPYEAR IN REVIEW
Most FrequentBrand
THE ATHLETES
1 32
9
4 5
6 87 10
1 32
9
4 5
6 87 10
HIGHEST AVERAGE ENGAGEMENT
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
3 of the Top 5athletes with the most
deals are on theOrlando Pride
These five athletes combine forover 1.2 Million engagementson their Highest Engaged Posts
NWSL Teams
MOST SPONSORED POSTSNWSL Teams
2021SEASON
SPONSORSHIPYEAR IN REVIEW
Although Angel City FC has yet to play a game, they lead the league withthe highest average engagement per post of 1,735.
Alex Morgan's Highest Engaged Post is 45x the
League's top post
ALI KRIEGER22 BRANDS
ALEX MORGAN23 BRANDS
MEGAN RAPINOE20 BRANDS
ASHLYN HARRIS16 BRANDS
CARLI LLOYD15 BRANDS
Most Current Athlete Endorsements
BRAND SPOTLIGHT
KEY ASSET ANALYSIS
1 32
9
4 5
6 87 10
11 1312 14 15
Leisure & Recreation30.3%
Apparel & Accessories21.2%
Insurance12.1%
Financial12.1%
Gaming9.1%
Food Products9.1%
Retail6.1%
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
BRANDS WITH A LARGE PRESENCE IN THE PLL
THE INSIGHTS
59%of deals include a Social
Media posts
56Unique Active Brands
Primary & SecondaryJersey Patch Ground Level Signage
THE CATEGORIES THE BRANDSRANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL SPONSORSHIP DEALS
7
5
4
3
2
2
2
Leisure & Recreation
Apparel & Accessories
Technology
Financial
Gaming
Beverage (Non-Alcoholic)
Insurance
Angie's List TV-Visible Signage
TOP 7 CATEGORIES RANKED BY TOTAL DEALS
TicketMasterInstagram Post
DraftKings SportsbookJersey Sleeve Patch
ProgressiveSecondary Jersey Patch
Social Media
#1 Category:Leisure & Recreation
Most Deals:TicketMaster
Net Signage
Ground Level Wall: RotatingBillboard
Feature/Segment: Sponsored
Official Sponsor
Secondary Jersey Patch
Co-Branded Content
Fan Voting: Sponsored
Penalty Box: Backdrop Banner
Vineyard Vines Sun Chlorella Champion ProgressiveInsurance
68%of sponsorship dealsinclude TV - Visible
Signage
2021SEASON
SPONSORSHIPYEAR IN REVIEW
74% of sponsorship deals in the PLL include Social Posts
BRAND SPOTLIGHT
Co-Branded ContentManchester City
KEY ASSET ANALYSIS
1 2 4 5
6 8
3
7
8
32 4 5
6 7 9
1 0
1 0
THE CATEGORIES THE BRANDS
9
Gaming28.9%
Construction & Industrial18.8%
Utilities12.1%
Food Products11.4%
Financial10.7%
Auto10.1%
Real Estate8.1%
European Football
THE TEAMSMostExclusive
924,369
1
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
BRANDS WITH A LARGE PRESENCE IN EUROPEAN FOOTBALL
Jersey SleeveLower Bowl Signage
131Brands#1 Category:Construction
Most Deals:adidas
Girona Bank CardGirona FC
Referee Jersey Sleeve PatchEnglish Premier League
Training Camp/Facility SignageUD Las Palmas
adidas Rotating BillboardHungarian Football Federation
Puma Jersey Sleeve PatchSV Sandhausen
MostPartners
25Avg. Sponsors &
Advertisers Per Team
7,054Unique Brands
SPONSOR
DIGITAL
RANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL DEALS
Logo on PedestalUEFA Champions League
Official Licensee1. FC Union Berlin
Product DisplayedSV Werder Bremen
Product PlacementBorussia Dortmund
Coca-Cola adidas CaixaBank EA Sports
Top Apparel Brands
797
572
521
512
433
391
383
Construction & Industrial
Commercial & Professional Services
Auto
Apparel
Financial
Gaming
Technology
ENGLISH PREMIER LEAGUE
Primary Jersey PatchTOP 7 CATEGORIES RANKED BY TOTAL DEALS
Betway Primary Jersey PatchWest Ham United
2021SEASON
Average Total Social Engagement
SPONSORSHIPYEAR IN REVIEW
EXPANDING BRANDS
KEY ASSET ANALYSIS
*
1 32
9
4 5
6 87 10
1312 14 15
#1 Category:Financial
Most Deals:
Financial23.1%
Non-Alcoholic15.4%
Hotel, Restaurant, Leisure15.4%
Commercial Services11.5%
Consumer Products11.5%
Consumer Services11.5%
60% of ATP/WTA deals includeProperty Entitlements
Deloitte Sideline SignageMontreal Canadiens
Average Total SocialEngagement
27,300Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
INCREASE IN DEALS FROM 2020 TO 2021
TV Visible Signage
Porsche Product DisplayedSt. Petersburg Ladies' Trophy
Dunlop Sport Event ActivationMutua Madrid Open
THE INSIGHTS
67Average Sponsored Posts
Per Property
1,816Unique Active Brands
Event Content & Activation
PorschePorsche Tennis Grand Prix
Dunlop SportMutua Madrid Open
Player Bench
Hamburg Commercial Bank Hamburg European Open
Emirates Sports CafeU.S. Open Tennis
/
THE CATEGORIES THE BRANDSRANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL SPONSORSHIP DEALS
131
130
124
121
115
115
113
Leisure & Recreation
Apparel & Accessories
Commercial & Professional Services
Beverage (Alcoholic)
Media
Financial
Government
11
Sponsorship
+16
+11
+11
+8
+8
64%of the Emirates
Group's totalsponsorship deals
are in ATP/WTA
2021SEASON
Dunlop Sport
133 Brands
Top Brands
TOP 7 CATEGORIES RANKED BY TOTAL DEALS
SPONSORSHIPYEAR IN REVIEW
1 32
4
4 5
1 32 5
32 4 5
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
THE INSIGHTS
85Average SponsoredPosts per property
3,479Unique Brands
THE CATEGORIES THE BRANDSRANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL SPONSORSHIP DEALS
428
390
275
269
260
233
188
Apparel and Accessories
Financial
Leisure and Recreation
Commercial and Professional Services
Construction and Industrial
Auto
Insurance
1
SPONSOR
TELEVISION
DIGITAL
EXPANDING BRANDS
Club Car Sponsored ActivityTOUR Championship
INCREASE IN DEALS FROM 2020 TO 2021
Maestro Dobel Tequila DeckFedEx St. Jude Invitational
Tito's Stillhouse LoungeTOUR Championship
Rolex Hole Preview SignagePGA Championship
Sponsorship
+13
+13
+12
+11
+8
GOLF
69%of Maestro Dobel's
total partnershipsare in Golf
BRAND SPOTLIGHT
Teebox Barrier Signage + Event-Related Content
Gainbridge LPGA at Boca Rio
BRANDS WITH A LARGE PRESENCE IN GOLF
Hat SignageC.T. Pan
Hat SignageDanny Willett
Featured SegmentThe Match
Hat SignageJoachim B Hansen
Tent + Product DisplayedValspar Championship
Titleist Callaway FootJoy AON
Featured SegmentGolf Channel
Talent Endorsement Francesco Molinari
70% of deals with the PGA Tourinclude Digital Content
2021SEASON
18,498Average Total Social Engagement
SPONSORSHIPYEAR IN REVIEW
BRAND SPOTLIGHT
KEY ASSET ANALYSIS
1 32
9
4 5
6 87 10
11 1312 14 15
Apparel & Accessories24.3%
Technology19.6%
Financial14%
Beverage - Alcohol11.2%
Consumer Services11.2%
Healthcare10.3%
Leisure & Recreation9.3%
Average Total Social Engagement
51,183Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
BRANDS WITH A LARGE PRESENCE IN ESPORTS
Primary Jersey Patch
THE INSIGHTS
48%Increase YOY in active
brands
2,546Unique Active Brands
Gaming StadiumNaming Rights Video Game Signage
esports
THE CATEGORIES THE BRANDSRANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL SPONSORSHIP DEALS
913
794
372
216
211
211
204
Technology
Consumer Electronics
Apparel & Accessories
Beverage (Alcoholic)
Home Furnishings
Food Products
Financial
Bud Light Seltzer Rotating BillboardNBA 2K League
TOP 7 CATEGORIES RANKED BY TOTAL DEALS
SamsungTeam Queso
Pizza HutMadden NFL Championship Series
VerizonFortnite
#1 Category:Technology
Most Deals:Samsung
Co-Branded ContentDoom Eternal
Call of Duty LeagueSponsored Attendee Activity
In-Store Point of Sale ActivationFaZE Rug
Logo on Player BackdropDallas Empire
Arena Naming RightsHyperX Esports Arena Las
Vegas
Performance EquipmentGrand View Esports
Training Camp/Facility SignageNatus Vincere
Primary Jersey PatchXTEN Esports
Logitech HyperX Scuf Gaming G Fuel
2021SEASON
Deal difference between Logitech,HyperX and Twitch20+
SPONSORSHIPYEAR IN REVIEW
1
6
2
7
3
8
4
9
5
10
94,016
SOCIAL PERFORMANCE
INFLUENCERS
9,128
1
2
3
4
5
6
7
8
9
10Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
13,528
13,74720,645 20,01723,333
12,014 10,867 10,124
Most Tagged Brands Highest Average EngagementPer Influencer
262 tags acrosssocial handle
Vikkstar's mostengaged post
434,267
Technology leads allcategories with over 1,000
unique tags
Apparel & Accessories had 2xthe Average Engagement than
the following category
30% of AVAGG's totaldeals are with
Technology brands
SPONSORSHIPYEAR IN REVIEW
SYPHER PX39 BRANDS
AVAGG44 BRANDS
GOLD GLOVE33 BRANDS
G2 HAFU32 BRANDS
COURAGEJD30 BRANDS
Most Current Influencer Endorsements
MINIMUM 20 UNIQUE POSTS
BRAND PERFORMANCEHIGHEST AVERAGE ENGAGEMENT PER POST
62,468
Jordan Fisher
48,931
Loserfruit
40,751
Alex Zedra
35,117
Ninja
96,722
Vikkstar
27,562
Bugha
14,795
Mosaad Al-Dossary
esports 2021SEASON
MINIMUM 20 UNIQUE BRANDED POSTS (FACEBOOK, TWITTER, INSTAGRAM)
EXPANDING BRANDS
KEY ASSET ANALYSIS
1 32
9
4 5
6 87 10
Auto38.9%
Construction & Industrial19.3%
Apparel & Accessories10%
Financial8.6%
Food Products8.3%
Consumer Products7.6%#1 Category:
Auto
Most Deals:Chevrolet
39
THE CATEGORIES
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
INCREASE IN DEALS FROM 2020 TO 2021
Vehicle Signage TV-Visible Signage Jersey Patch
THE BRANDSRANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL SPONSORSHIP DEALS
818
479
176
147
141
136
135
Auto
Construction & Industrial
Commercial and Professional Services
Apparel & Accessories
Consumer Products
Beverage (Non-Alcoholic)
Food Products
Pit Boss GrillsStewart-Haas Racing
TOP 7 CATEGORIES RANKED BY TOTAL DEALS
ChevroletRichard Childress Racing
Cook OutDarlington Raceway
322 Brands
27% AutoBrands
Toyota Name on SidelineSurface
Sonoma Raceway
Pit Boss Grills Venue ActivationWatkins Glen International
Chevrolet Gate Naming RightsDaytona International
Speedway
DoorDash Vehicle Signage23XI Racing
Sponsorship
+17
+12
+11
+9
+8
12Racetracks partner
with DoorDash
THE TEAMS
Most engaged category within Event Content & Activation
AUTOAvg. Sponsors &
Advertisers Per Team
2,422Unique Brands
NASCAR/INDYCAR TEAMS
MostPartners
2021SEASON
SPONSORSHIPYEAR IN REVIEW
22 Different categories havedeals with NASCAR
97% of sponsorship deals withIndyCar include DigitalContent
32 4 51
32 4 51
Average Total Social Engagement
1,269,495Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
THE INSIGHTS
19Avg. Sponsors &
Advertisers Per Team
132Average Sponsored Posts
Per Property
THE CATEGORIES THE BRANDSRANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL SPONSORSHIP DEALS
201
118
106
59
34
31
31
Auto
Apparel & Accessories
Technology
Construction and Industrial
Financial
Manufacturing
Beverage (Non-Alcoholic)
SPONSOR
DIGITAL
EXPANDING BRANDS
Alpinestars Apparel &Accessories
Aston Martin Cognizant F1 Team
INCREASE IN DEALS FROM 2020 TO 2021
Beta Performance EquipmentTeam Suzuki Ecstar (MotoGP)
Michelin BarrierMotoGP
Akrapovic Vehicle SignageDucati Corse (MotoGP)
Sponsorship
+7
+7
+6
+5
+4
91%of Alpinestars totalsponsorship deals
are in F1/FE/MotoGP
100%of Akrapovič's total
sponsorship deals arein MotoGP
BRAND SPOTLIGHT
Jersey Sleeve PatchPetronas Yamaha SRT
(MotoGP)
BRANDS WITH A LARGE PRESENCE IN F1/FE/MOTO GP
Hat SignageFormula E
BarrierMotoGP
Employee Uniform LogoAlpine F1 Team
Stage: Rotating Logo CutoutFormula 1
Performance EquipmentUralkali Haas F1 Team
Pirelli Tire Alpinestars Michelin Akrapovic
Featured SegmentMotoGP
Vehicle Signage: Front HoodDucati Corse (MotoGP)
93% of deals with F1 sponsors include Digital Content
2021SEASON
SPONSORSHIPYEAR IN REVIEW
RISING SPORTS LEAGUES
2 31
2 31
2 31
2 31
2 31
Top Category
Guaranteed Rate - Exclusive TitleSponsor "Championship Weekend"
18Sponsorswithin the
same venue
Wendy'sEvent-Related Content "Rock-Paper-Scissors"
LIFT IN TEAMS, DEALS AND ASSETS
AlgorandStage Signage: Rotating Billboard
Rhino RugbyPerformance Equipment Provided
MedicileafTabling / Tent + Product Displayed
29 LEAGUE PARTNERS WITHIN 20 CATEGORIES
Technology
RISING LEAGUES SPONSORSHIPYEAR IN REVIEW
Fan Controlled Football
45% Web / App
Top Sponsors
Top Category 14Average
brands perteam
14 LEAGUE PARTNERS WITHIN 8 CATEGORIES
Athletic/Footwear
American Ultimate Disc LeagueTop Sponsors
Top Category 53%of dealsincludeDigital
Content
18 LEAGUE PARTNERS WITHIN 12 CATEGORIES
Media
Drone Racing League
50% TV/StreamingNetworks & Studios
Top Sponsors
Top Category 89%of dealsincludeDigital
Content
19 LEAGUE PARTNERS WITHIN 14 CATEGORIES
Technology
Major League Rugby
75% Software
Top Sponsors
Top Category 80%of dealsincludeDigital
Content
35 LEAGUE PARTNERS WITHIN 16 CATEGORIES
AthleticEquipment
Professional Pickleball AssociationTop Sponsors
OLYMPICS
OLYMPICS
HPFeatured Segment - Tokyo Medal
Count
ToyotaLogo Pop Up
FacebookSplit-Screen Commercial
Omega WatchesLogo Pop Up
ExperianLive Read Commercial
I LOHASOfficial Licensee
airweaveProducts Provided
AtosOther Brand Exposure, Logo on
Lanyard
TOP BRANDS
TV Advertisers
ToyotaFeatured Segment - "Infinite Possibilites"
LillyFeatured Segment - The Journey Forward
Coca-ColaCo-Branded Content
ToyotaProducts Provided
SPONSORSHIPYEAR IN REVIEW
Sponsors
NOTABLE BRANDS
Other31.6%
Tech.15.8%
Apparel & Access.15.8%
Media15.8%
Financial 10.5%
Retail10.5%
NOTABLE BRANDS
NOTABLE BRANDS
KATIE LEDECKY
PERRY BAKER
SWIMMING
RUGBY
Other28.6%
Apparel & Access.21.4%
Financial21.4%
Food Products14.3%
Leisure & Rec.14.3%
Apparel & Access.20%
Consumer Products20%
Healthcare10%
Food Products10%
Non-Alcoholic Bev.10%
Leisure & Rec.10%
Tech.10%
SIMONE BILES
1919Brands
BREAKDOWN OFPARTNERSHIP CATEGORIES
1212Categories
Other includes: Consumer Electronics, Non-Alcoholic Bev, Education, FoodProducts , Home Furnishings and Organizations
GYMNASTICS
1313 88Brands Categories
Other includes: Non-Alcoholic Bev, Consumer Electronics, ConsumerProducts, Healthcare
BREAKDOWN OF PARTNERSHIP CATEGORIES
1010 88Brands Categories
BREAKDOWN OFPARTNERSHIP CATEGORIES
NOTABLE BRANDS
NOTABLE BRANDS
KARSTEN WARHOLMTRACK & FIELD
Apparel & Access.28.6%
Auto14.3%
Home Furnishings14.3%
Financial14.3%
Construction & Industrial14.3%
Hotel, Resort14.3%
Apparel & Accessories20%
Organizations & Groups20%
Non-Alcoholic20%
Commercial Services20%
Leisure & Recreation20%
OLYMPICS
55 55Brands Categories
BREAKDOWN OFPARTNERSHIP CATEGORIES
ADAM PEATYSWIMMING
77 66Brands Categories
BREAKDOWN OF PARTNERSHIP CATEGORIES
INTERNATIONAL OLYMPIC ATHLETES
SPONSORSHIPYEAR IN REVIEW
Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved
THANK YOUVisit SponsorUnited.com to request your FREE trial.
Contact Us: [email protected]