How Nike became the most marketable sports brand – Footwear News


Nike is not only a winner on the basketball court or the running track, it is also the most marketable sports brand in the world, according to SportsPro’s annual ranking.

The Swoosh took first place for the second year in a row, beating Adidas and Emirates, who placed second and third respectively. The list used data from Hookit, an AI-powered sponsorship analytics and rating company to assess social and digital posts from pro athletes, teams, leagues, events and sites. For this year’s ranking, the company analyzed the posts of more than 30,000 organizations and athletes for the period August 15, 2020 to August 15, 2021. The posts – on platforms such as Facebook, Instagram, Twitter, TikTok and Weibo – were promoted together. more than 8,000 brands.

Nike’s victory is a testament to the brand’s ubiquity in the sports world, as Hookit takes into account every image of the Swoosh logo, Jordan Brand Jumpman or other intellectual property owned by Nike in a post, even if the athlete is sponsored. by a competitor. As Nike is the official manufacturer of uniforms and apparel for both the National Basketball Association and the National Football League, among other teams and organizations, its brand name and logos are ubiquitous on social media – so much so that the sports giant has racked up 16,236 promoters across the compared to Adidas’ 9,181.

According to Hookit’s figures, the 8.77 billion social media engagements promoting the Nike brand this year were worth $ 616.5 million. Adidas, meanwhile, achieved a sponsorship value of $ 342.7 million.

SportsPro’s analysis found that among the top 50 brands, each relies on one or more of football, motorsport, basketball and cricket for a significant portion of their value.

NorthStar Solutions Group, a management consulting group that worked with SportsPro on rankings, also analyzed the social media posts of the top 50 brands and found that “when these brands weren’t posting on the sports they sponsored , they focused on three main social causes ”. – environmental responsibility, empowerment of women and LGBTQ equality. It’s no coincidence that these causes have also been frequent topics of discussion among this year’s Top 50 Most Marketable Athletes (a top list of Simone Biles, Naomi Osaka and Ashlyn Harris), suggesting the brands s ” will do well by expressing genuine and consistent support for issues and aligning with athletes who do the same.

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