Eight members of the Sport for Business community have been named among the top 50 most marketed brands in the world of sport.
Sports Pro Media, in partnership with Hookit, have published the list which is headed by Nike, Emirates Airlines and Adidas.
The list is compiled by deep-dive research into the social and digital activity of professional athletes, sports teams and leagues around the world between August of 2019 and the same month in 2020.
Over 25,000 organisations using 500,000 different accounts were monitored and between them, they promoted a total of 7,000 brands over Facebook, Instagram, Twitter, Twitch, VK, Weibo and YouTube.
An adjusted ad value has been assigned to each and the value received by Nike is listed at a whopping $461,943,927. Anyone who has read Shoe Dog, the memoir of Nike founder Phil Knight will see that number in the context of the scrambling for loose change and trusting banks that he went through to get it launched.
The Sport for Business members who feature and their placings are as follows:
Red Bull (5)
Beko (10)
Heineken (18)
Allianz (21)
Coca Cola (22)
Nissan (31)
Vodafone (42)
Hyundai (46)
As an example of the survey red Bull was reported as having received $114,420,846 value from the 608,426,783 engagements with 3,528 promoters that mentioned it over the twelve months in the spotlight.
Diving into that a little deeper we calculate that each like has been attributed a value of 18 cents. worth remembering the next time your finger hovers over that like button on Instagram.
You can check out the full value of each of the brands at the SportsPro website here.
