The World’s 50 Most Marketed Brands list is powered by Hookit’s SportGraph™ and computer vision technology, which assesses sponsorship value by tracking the social activity of every major professional athlete, team and league, totalling over 500,000 accounts. To arrive at the total value received by each brand, Hookit examines two key metrics – potential value and promotion quality – which are multiplied together to determine a discounted Adjusted Ad Value (AAV).
For this list, all social and digital posts from professional athletes, teams and leagues between 1st August 2019 and 1st August 2020 were examined for brand promotion. Over 25,000 sports organisations and athletes posted during this period, promoting more than 7,000 brands across platforms including Facebook, Instagram, TikTok, Twitch, Twitter, VK, Weibo and YouTube.
Roger Breum, head of marketing at Hookit, explains how the AI-powered spontech specialist created an objective study of sponsorship value for SportsPro’s inaugural list of the World’s 50 Most Marketed Brands.
Want to find out more about the methodology used to rank the brands; sponsorship trends, including the impact of Covid-19; and how to use data as a sports marketer? Download Hookit’s report for a deep dive into the World’s 50 Most Marketed Brands.
SportsPro’s Steven Impey delves into rankings to identify some of the standout themes. Read the full insight here.
The World’s 50 Most Marketed Brands list can be downloaded here for your convenience.