Top 20 NFL Sponsors on Social through Week 3

SportsAtlas Staff

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With no fans in attendance across a majority of the NFL, brands have been forced to re-think their strategy to best reach fans during the unprecedented 2020 season. For many brands and teams, an increased reliance on sponsored social content has helped recapture value that may have been lost otherwise.

SportsAtlas’ social media partner, Zoomph, calculates exposure and engagement valuation for social content to empower teams and brands to holistically understand how their content is performing.  Value is calculated by adding together the impression value and engagement value of each post (based on industry-standard CPM and CPE rates for each platform) sent by a team, the NFL, and any other team-related accounts that features a brand. The list below details the top 20 brands generating value on social across the NFL through week three.

  1. BUD LIGHT
    1. Value Earned Through 3 Weeks: $1,424,129
    2. Primary Sources Of ROI:
      1. Entitlement partner for Thursday Night Football
      2. #BudLightCelly series which is continuing from last season
      3. New #ShowtimeCam activated around primetime games.
    3. Post Example: https://www.instagram.com/p/CFYUWJ7H9Xi/

  2. BOSE
    1. Value Earned Through 3 Weeks: $1,008,549
    2. Primary Source Of ROI:
      1. Giveaways with most teams in Week 1 on Twitter
      2. Product showcases as players enter the stadium
      3. Relevant content series tie-ins such as mic’d up players.
    3. Post Example: https://www.facebook.com/permalink.php?id=11373923372&v=wall&story_fbid=10158709629398373

  3. ALLEGIANT AIR
    1. Value Earned Through 3 Weeks: $938,890
    2. Primary Source Of ROI:
      1. Naming rights to the Las Vegas Raiders stadium
      2. Extensive coverage on social media around the stadium’s Week 2 debut on Monday Night Football
    3. Post Example: https://www.facebook.com/permalink.php?id=117307284966434&v=wall&story_fbid=3742837192413407

  4. INVISALIGN
    1. Value Earned Through 3 Weeks: $868,624
    2. Primary Source Of ROI:
      1. Relevant sponsored content series across the NFL (Happy Birthday posts)
      2. Sponsor of the Green Bay Packers’ halftime and final score graphics
    3. Post Example: https://www.instagram.com/p/CE6c9Zclhux/  

  5. SOFI
    1. Value Earned Through 3 Weeks: $819,847
    2. Primary Source Of ROI:
      1. Naming rights to the Los Angeles Chargers & Rams stadium
      2. Extensive coverage on social media around the stadium’s Week 1 debut on Sunday Night Football
    3. Post Example: https://www.instagram.com/p/CFAMa-0piS6/

  6. PEPSI
    1. Value Earned Through 3 Weeks: $678,539
    2. Primary Source Of ROI:
      1. Rookie Of The Week contest determined by fans
      2. Gameday activations with teams like the Dallas Cowboys and New York Jets
      3. Presenting sponsor of shows leading up to the season kickoff
    3. Post Example: https://twitter.com/Chargers/statuses/1309581101396971520

  7. EA SPORTS
    1. Value Earned Through 3 Weeks: $625,775
    2. Primary Source Of ROI:
      1. Free to play during Week 1 which received promotion from nearly every team
      2. Teams such as the Tampa Bay Buccaneers and Cincinnati Bengals regularly give away codes to download the game
      3. Presenting sponsor of the first game of the season.
    3. Post Example: https://www.instagram.com/p/CFaUS1XptRN/

  8. LEXUS
    1. Value Earned Through 3 Weeks: $605,322
    2. Primary Source Of ROI:
      1. Sponsor of final score posts sent from the NFL after primetime games
    3. Post Example: https://twitter.com/NFL/statuses/1307885692702216192

  9. BRIDGESTONE
    1. Value Earned Through 3 Weeks: $586,282
    2. Primary Source Of ROI:
      1. Sponsor weekly passing and rushing yard leader posts from the NFL
      2. Relevant content series from the Kansas City Chiefs, Cincinnati Bengals, and others.
    3. Post Example: https://www.instagram.com/p/CFdRH8QAqox/

  10. GATORADE
    1. Value Earned Through 3 Weeks: $559,608
    2. Primary Source Of ROI:
      1. Sponsor of postgame individual stat recaps from a variety of teams
      2. Product placements in practice photos.
    3. Post Example: https://twitter.com/ChicagoBears/statuses/1310331971713855488

  11. AT&T
    1. Value Earned Through 3 Weeks: $486,221
    2. Primary Source Of ROI:
      1. Stadium-specific social media coverage from the Dallas Cowboys
      2. Mic’d up content series from the Atlanta Falcons
    3. Post Example: https://www.facebook.com/permalink.php?id=99559607813&v=wall&story_fbid=10159652543902814

  12. T-MOBILE
    1. Value Earned Through 3 Weeks: $431,081
    2. Primary Source Of ROI:
      1. Gameday entitlement sponsor for the Kansas City Chiefs’ week 1 win
      2. Sponsor of the Chiefs’ Locker Room Sound content series
    3. Post Example: http://www.facebook.com/permalink.php?id=11373923372&v=wall&story_fbid=10158738425383373

  13. MGM RESORTS
    1. Value Earned Through 3 Weeks: $412,652
    2. Primary Source Of ROI:
      1. Viral on-site activations in Las Vegas that were documented on social media
      2. Performer Of The Game content series from the New England Patriots
    3. Post Example: https://www.instagram.com/p/CE936QRpT1G/

  14. FEDEX
    1. Value Earned Through 3 Weeks: $412,547
    2. Primary Source Of ROI:
      1. Air and Ground weekly contest determined by fans
      2. Drive summaries from the Denver Broncos
    3. Post Example: https://www.instagram.com/p/CFfbzwVh7n2/

  15. WINSTAR WORLD CASINO
    1. Value Earned Through 3 Weeks: $404,459
    2. Primary Source Of ROI:
      1. Gameday entitlement sponsor for the Dallas Cowboys’ home opener
      2. Final score sponsor for the Dallas Cowboys
    3. Post Example: http://www.facebook.com/permalink.php?id=99559607813&v=wall&story_fbid=10159658174192814

  16. COCA-COLA
    1. Value Earned Through 3 Weeks: $373,842
    2. Primary Source Of ROI:
      1. Gameday graphics with the Tennessee Titans
      2. Sponsored content series with the Houston Texans and Kansas City Chiefs
    3. Post Example: http://www.facebook.com/permalink.php?id=56124123850&v=wall&story_fbid=10158902811678851

  17. OAKLEY
    1. Value Earned Through 3 Weeks: $359,970
    2. Primary Source Of ROI:
      1. Player photo shoots on Instagram during Week 1 while they were wearing Oakley sunglasses
    3. Post Example: https://www.instagram.com/p/CE9qkGTjUOQ/

  18. FORD
    1. Value Earned Through 3 Weeks: $343,094
    2. Primary Source Of ROI:
      1. Final and halftime score graphic sponsors of the Arizona Cardinals
      2. Drive Of The Game content series with the Chicago Bears
    3. Post Example: https://www.facebook.com/permalink.php?id=102042542297&v=wall&story_fbid=10158630771607298

  19. GEHA HEALTH
    1. Value Earned Through 3 Weeks: $329,214
    2. Primary Source Of ROI:
      1. Game Update GIFs on Twitter from the Kansas City Chiefs
      2. Game entitlement sponsor for the Chiefs’ week 3 win
    3. Post Example: https://twitter.com/Chiefs/statuses/1304240460769169410

  20. MERCEDES-BENZ
    1. Value Earned Through 3 Weeks: $323,882
    2. Primary Source Of ROI:
      1. Stadium-specific social media coverage from the Atlanta Falcons
      2. Player arrival photos from the New York Giants
      3. Pregame Huddle videos from the New Orleans Saints.
    3. Post Example: http://www.facebook.com/permalink.php?id=50806422841&v=wall&story_fbid=10157752032977842

 

 

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