NIKE RETAINS THE STATUS OF THE WORLD’S MOST COMMERCIAL SPORTS BRAND

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  • Global sportswear giant tops SportsPro’s second annual list of The 50 most marketable brands in the world powered by Hookit
  • Adidas, Emirates, Santander and Red Bull complete this year’s top five
  • Brands classified according to Hookit’s SportGraph ™ and computer vision technology

Sportswear giant Nike has been ranked as the most marketable brand in international sport according to SportsPro’s second annual list of The 50 most marketable brands in the world powered by Hookit.

The Oregon, US-based company, which has more than 16,000 athletes and sports organizations promoting its brand globally, has been shown to have received the most value of any entity invested in sponsorship. athletic, ahead of Adidas, Emirates, Santander and Red Bull. .

With over 8.77 billion engagements on social media posts promoting its brand in a single year, the total value of sponsors received by Nike topped $ 616.5 million, or over $ 270 million. more dollars than its closest rival, Adidas. That total represented a 58% increase in brand engagements and a 34% increase in sponsorship value received by the Swoosh from last year.

Hookit’s proprietary methodology for assessing sponsorship value is based on its SportGraph ™ and computer vision technology, which tracks the social activity of every major professional athlete, team and league, totaling over 500,000 accounts. To arrive at the total value received by each brand, Hookit looks at two key metrics – potential value and promotion quality – which are multiplied together to determine a discounted adjusted advertising value (AAV).

For this year’s ranking, all social and digital posts from professional athletes, teams, leagues, events and venues between August 15, 2020 and August 15, 2021 were reviewed for brand promotion . Over 30,000 sports organizations and athletes posted during this period, promoting over 8,000 brands on platforms such as Facebook, Instagram, TikTok, Twitch, Twitter, VK, Weibo and YouTube.

Now in its 12th year, SportsPro’s 50MM platform enables sports marketers to make sponsorship decisions faster and smarter than ever by objectively assessing the true value of sports marketing through the application of analytics in-depth data, social media monitoring and consumer insights.

Following their successful expansion in 2020, this year again sees the publication of separate global lists of the top 50 athletes, brands and properties, including leagues, teams, governing bodies and major events across the globe.

The 2021 list of the world’s 50 most marketable brands powered by Hookit was released in full today via a dedicated 50MM content hub featuring interactive charts and graphs, individual business profiles, features, podcasts and more. 14 new brands shake up the top 50 this year, including a new top 10 entry. Additionally, the top ten rankings from 14 major industries have been included, providing an overview of over 150 brands across all sports.

“SportsPro’s 50 Most Marketable Lists are an institution in the sports world and at Hookit we are excited to bring our methodologies and trusted data to once again populate the list of 50 Most Marketable Brands in 2021. The brands on this list really get the most of their sponsorship investment, ”said Scott Tilton, Co-Founder and CEO of Hookit.

“Our focus on measuring social media sponsorship allows us to leverage the power and depth of data across all social media channels to remove any subjectivity from these rankings, based on over five billion data points. . Brands are getting smarter and more data-driven in their marketing and this list has become a trusted benchmark for brands to see how they stack up against their competition or peers, especially with the top ten by segment included in this year’s ranking.

“It’s not surprising to see Nike still at the top, but there is a significant upheaval in this year’s rankings compared to 2020 due to the return of sporting events, like the Euro and the Summer Olympics. . Looking ahead to 2022, data, machine learning and AI will continue to drive the sponsorship industry forward and seek major sponsors from the Winter Olympics, World Cup and others to see a massive increase in exposure and value. “

Michael Long, Editorial Director of SportsPro, added: “As in 2020, this year’s ranking clearly illustrates the effectiveness of social activation around sports sponsorship and the extent to which leagues, teams and athletes can generate significant value for all types of partner brands.

Notably, the list is also a testament to Nike’s continued cultural relevance and unprecedented marketing spirit, which has been woven not only into the fabric of professional sport, but also into the daily lives of global consumers and social causes. that they support. “

To view the full list of the world’s 50 most marketable brands powered by Hookit, visit SportsPro’s dedicated 50MM content hub at www.sportspro50mm.com. Join the conversation using the hashtag # SP50MM.

The list will also be explored in depth at a dedicated virtual event, titled “Inside the Most Marketable Brands of 2021,” on Thursday, October 7. Register for free access to the event on www.sportspro50mm.com.

The 50 World’s Most Marketable Brands Powered by Hookit – Top Ten:

  1. Nike
  2. Adidas
  3. Emirates
  4. Santander
  5. Red bull
  6. Puma
  7. State Farm
  8. Monster energy
  9. Dream11
  10. Heineken

About SportsPro

SportsPro is the global leader in international media for the sports industry in print, digital and events. Launched in 2008, SportsPro is our highly respected flagship magazine combining in-depth reporting and analysis with various features and top-level interviews. Since 2014, SportsPro has also hosted annual conferences around the world, providing exceptional content, access and networking opportunities to senior executives of major rights holders, broadcasters and distributors of content. For more information on SportsPro, or to contact a team member today, visit sportspromedia.com.

About Hookit

Hookit is the leading AI-powered sponsorship technology platform for brands to assess and optimize their athlete and sports partnerships.

The best CMOs and sports marketers are realizing that social media is now key to maximizing the value of referral marketing spend. As a pioneer in the Spontech space and a strategic partner of the world’s biggest brands, Hookit enables marketers to impact bottom lines by measuring sponsorship spend and partnerships against a standardized set of KPIs. . We combine real-time dashboards with insights and recommendations that can be leveraged across your organization to positively impact your referral strategy and results. To learn more, visit www.hookit.com.

For more information, contact:

Paul Guest, Commercial Director, SportsPro

[email protected]


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