Sportswear giant Nike has been ranked as the most marketed brand on social media according to SportsPro’s inaugural list of the World’s 50 Most Marketed Brands on social media.
The rankings see Nike edge out Emirates Airlines to take top spot, while Adidas ended up on third position, followed by Monster Energy and Red Bull to complete the top five. Nike has over 11,000 athletes and sports organizations promoting its brand worldwide.
The World’s 50 Most Marketed Brands list is powered by Hookit’s SportGraph and computer vision technology. It assesses sponsorship value by tracking the social activity of every major professional athlete, team and league.
To arrive at the total value received by each brand, Hookit examines two key metrics – potential value and promotion quality. The product of these two values helps in determining a discounted Adjusted Ad Value (AAV). The time scale considered for calculating the values is an year starting from August 1, 2019.
More than 25,000 sports organizations and athletes posted during this period, promoting in excess of 7,000 brands across digital platforms such as Facebook, Instagram, TikTok, Twitch, Twitter, VK, Weibo, and YouTube.
SportsPro’s editorial director, Michael Long highlighted this list enables sports marketers to make sponsorship decisions more quickly and intelligently by objectively assessing where true value lies in sports marketing through the application of in-depth data analysis, social media monitoring, and consumer insights.
Long said,“Supported by three of the world’s leading social media analytics companies, our newly expanded 50MM platform and dedicated content hub paints the most complete picture yet of where value lies in sports marketing – across athletes, brands and properties.”
Now, with the richer data sets and deeper insights provided by this year’s 50MM rankings, marketers working across all sports can easily identify where the real value lies in order to justify their spending decisions and maximize return on investment.