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.

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Nike
1
Nike Value Received $461,943,927
11988 5556525970 0
Emirates Airlines
2
Emirates Airlines Value Received $252,210,107
2019 1784357028 0
Adidas
3
Adidas Value Received $227,990,676
6542 2248821295 0
Monster Energy
4
Monster Energy Value Received $119,333,496
2510 500074270 0
Red Bull
5
Red Bull Value Received $114,420,846
3528 608426783 0
State Farm
6
State Farm Value Received $112,796,759
675 473032474 0
Santander
7
Santander Value Received $105,931,282
828 398340271 0
Standard Chartered
8
Standard Chartered Value Received $79,026,047
378 732812229 0
Puma
9
Puma Value Received $74,988,370
3153 773677555 0
Beko
10
Beko Value Received $56,394,205
344 559273628 0
Gatorade
11
Gatorade Value Received $56,212,952
1636 257836984 0
Anheuser-Busch InBev
12
Anheuser-Busch InBev Value Received $55,429,290
3044 199714187 0
Rakuten
13
Rakuten Value Received $54,950,014
396 734982485 0
Jeep
14
Jeep Value Received $48,872,931
897 615948887 0
Toyota
15
Toyota Value Received $46,341,949
2468 163507441 0
Electronic Arts
16
Electronic Arts Value Received $45,903,755
1751 174625169 0
Pepsi
17
Pepsi Value Received $45,198,446
1383 154241381 0
Heineken
18
Heineken Value Received $44,534,968
714 135323907 0
Chevrolet
19
Chevrolet Value Received $43,614,431
1144 535875125 0
Mercedes-Benz
20
Mercedes-Benz Value Received $40,616,103
2060 267524514 0
Allianz
21
Allianz Value Received $40,462,495
934 176676032 0
Coca-Cola
22
Coca-Cola Value Received $40,068,934
2327 168645260 0
Kia
23
Kia Value Received $39,965,324
1026 161558552 0
NBC
24
NBC Value Received $39,400,338
1190 87135047 0
HSBC
25
HSBC Value Received $37,514,034
509 36031404 0
Alpinestars
26
Alpinestars Value Received $37,045,402
1785 234113556 0
AT&T
27
AT&T Value Received $37,014,262
766 141803841 0
Geico
28
Geico Value Received $36,880,517
956 132219442 0
Petronas
29
Petronas Value Received $36,149,401
357 237759491 0
Repsol
30
Repsol Value Received $35,890,673
204 119760118 0
Nissan
31
Nissan Value Received $35,647,095
1116 89683971 0
Yokohama Tire
32
Yokohama Tire Value Received $35,363,793
472 386372924 0
Spalding
33
Spalding Value Received $35,208,906
1052 275125074 0
T-Mobile
34
T-Mobile Value Received $34,047,353
929 264688684 0
Pirelli
35
Pirelli Value Received $33,485,034
1061 203810979 0
Budweiser
36
Budweiser Value Received $33,404,019
768 109498845 0
New Balance
37
New Balance Value Received $32,954,445
1403 339550553 0
Barclays
38
Barclays Value Received $32,376,533
644 104034410 0
Bet365
39
Bet365 Value Received $31,733,713
323 94519435 0
Audi
40
Audi Value Received $29,944,435
2244 142590470 0
Under Armour
41
Under Armour Value Received $24,554,726
2321 164971386 0
Vodafone
42
Vodafone Value Received $24,475,991
624 180454276 0
DHL
43
DHL Value Received $23,864,734
777 64359087 0
Qatar Airways
44
Qatar Airways Value Received $23,436,010
739 182285518 0
PlayStation
45
PlayStation Value Received $22,839,879
970 84456632 0
Hyundai
46
Hyundai Value Received $22,616,087
953 175255510 0
Tissot
47
Tissot Value Received $22,447,965
474 87575478 0
Honda
48
Honda Value Received $22,413,842
1442 138869521 0
Ford
49
Ford Value Received $22,204,589
2321 110973041 0
Reebok
50
Reebok Value Received $21,965,208
1093 142314531 0
1
Name Nike
  
  
Value Received $461,943,927
  
Number of Promoters 11,988
Engagements 5,556,525,970
Industry Apparel & Accessories
11988 5556525970 0
2
Name Emirates Airlines
  
  
Value Received $252,210,107
  
Number of Promoters 2,019
Engagements 1,784,357,028
Industry Travel
2019 1784357028 0
3
Name Adidas
  
  
Value Received $227,990,676
  
Number of Promoters 6,542
Engagements 2,248,821,295
Industry Apparel & Accessories
6542 2248821295 0
4
Name Monster Energy
  
  
Value Received $119,333,496
  
Number of Promoters 2,510
Engagements 500,074,270
Industry Beverage
2510 500074270 0
5
Name Red Bull
  
  
Value Received $114,420,846
  
Number of Promoters 3,528
Engagements 608,426,783
Industry Beverage
3528 608426783 0
6
Name State Farm
  
  
Value Received $112,796,759
  
Number of Promoters 675
Engagements 473,032,474
Industry Financial
675 473032474 0
7
Name Santander
  
  
Value Received $105,931,282
  
Number of Promoters 828
Engagements 398,340,271
Industry Financial
828 398340271 0
8
Name Standard Chartered
  
  
Value Received $79,026,047
  
Number of Promoters 378
Engagements 732,812,229
Industry Financial
378 732812229 0
9
Name Puma
  
  
Value Received $74,988,370
  
Number of Promoters 3,153
Engagements 773,677,555
Industry Apparel & Accessories
3153 773677555 0
10
Name Beko
  
  
Value Received $56,394,205
  
Number of Promoters 344
Engagements 559,273,628
Industry Consumer Goods
344 559273628 0
11
Name Gatorade
  
  
Value Received $56,212,952
  
Number of Promoters 1,636
Engagements 257,836,984
Industry Beverage
1636 257836984 0
12
Name Anheuser-Busch InBev
  
  
Value Received $55,429,290
  
Number of Promoters 3,044
Engagements 199,714,187
Industry Alcohol
3044 199714187 0
13
Name Rakuten
  
  
Value Received $54,950,014
  
Number of Promoters 396
Engagements 734,982,485
Industry Technology
396 734982485 0
14
Name Jeep
  
  
Value Received $48,872,931
  
Number of Promoters 897
Engagements 615,948,887
Industry Automotive
897 615948887 0
15
Name Toyota
  
  
Value Received $46,341,949
  
Number of Promoters 2,468
Engagements 163,507,441
Industry Automotive
2468 163507441 0
16
Name Electronic Arts
  
  
Value Received $45,903,755
  
Number of Promoters 1,751
Engagements 174,625,169
Industry Entertainment
1751 174625169 0
17
Name Pepsi
  
  
Value Received $45,198,446
  
Number of Promoters 1,383
Engagements 154,241,381
Industry Beverage
1383 154241381 0
18
Name Heineken
  
  
Value Received $44,534,968
  
Number of Promoters 714
Engagements 135,323,907
Industry Alcohol
714 135323907 0
19
Name Chevrolet
  
  
Value Received $43,614,431
  
Number of Promoters 1,144
Engagements 535,875,125
Industry Automotive
1144 535875125 0
20
Name Mercedes-Benz
  
  
Value Received $40,616,103
  
Number of Promoters 2,060
Engagements 267,524,514
Industry Automotive
2060 267524514 0
21
Name Allianz
  
  
Value Received $40,462,495
  
Number of Promoters 934
Engagements 176,676,032
Industry Financial
934 176676032 0
22
Name Coca-Cola
  
  
Value Received $40,068,934
  
Number of Promoters 2,327
Engagements 168,645,260
Industry Beverage
2327 168645260 0
23
Name Kia
  
  
Value Received $39,965,324
  
Number of Promoters 1,026
Engagements 161,558,552
Industry Automotive
1026 161558552 0
24
Name NBC
  
  
Value Received $39,400,338
  
Number of Promoters 1,190
Engagements 87,135,047
Industry Entertainment
1190 87135047 0
25
Name HSBC
  
  
Value Received $37,514,034
  
Number of Promoters 509
Engagements 36,031,404
Industry Financial
509 36031404 0
26
Name Alpinestars
  
  
Value Received $37,045,402
  
Number of Promoters 1,785
Engagements 234,113,556
Industry Apparel & Accessories
1785 234113556 0
27
Name AT&T
  
  
Value Received $37,014,262
  
Number of Promoters 766
Engagements 141,803,841
Industry Telecommunications
766 141803841 0
28
Name Geico
  
  
Value Received $36,880,517
  
Number of Promoters 956
Engagements 132,219,442
Industry Financial
956 132219442 0
29
Name Petronas
  
  
Value Received $36,149,401
  
Number of Promoters 357
Engagements 237,759,491
Industry Energy
357 237759491 0
30
Name Repsol
  
  
Value Received $35,890,673
  
Number of Promoters 204
Engagements 119,760,118
Industry Energy
204 119760118 0
31
Name Nissan
  
  
Value Received $35,647,095
  
Number of Promoters 1,116
Engagements 89,683,971
Industry Automotive
1116 89683971 0
32
Name Yokohama Tire
  
  
Value Received $35,363,793
  
Number of Promoters 472
Engagements 386,372,924
Industry Automotive Tyres
472 386372924 0
33
Name Spalding
  
  
Value Received $35,208,906
  
Number of Promoters 1,052
Engagements 275,125,074
Industry Apparel & Accessories
1052 275125074 0
34
Name T-Mobile
  
  
Value Received $34,047,353
  
Number of Promoters 929
Engagements 264,688,684
Industry Telecommunications
929 264688684 0
35
Name Pirelli
  
  
Value Received $33,485,034
  
Number of Promoters 1,061
Engagements 203,810,979
Industry Automotive Tyres
1061 203810979 0
36
Name Budweiser
  
  
Value Received $33,404,019
  
Number of Promoters 768
Engagements 109,498,845
Industry Alcohol
768 109498845 0
37
Name New Balance
  
  
Value Received $32,954,445
  
Number of Promoters 1,403
Engagements 339,550,553
Industry Apparel & Accessories
1403 339550553 0
38
Name Barclays
  
  
Value Received $32,376,533
  
Number of Promoters 644
Engagements 104,034,410
Industry Financial
644 104034410 0
39
Name Bet365
  
  
Value Received $31,733,713
  
Number of Promoters 323
Engagements 94,519,435
Industry Gambling
323 94519435 0
40
Name Audi
  
  
Value Received $29,944,435
  
Number of Promoters 2,244
Engagements 142,590,470
Industry Automotive
2244 142590470 0
41
Name Under Armour
  
  
Value Received $24,554,726
  
Number of Promoters 2,321
Engagements 164,971,386
Industry Apparel & Accessories
2321 164971386 0
42
Name Vodafone
  
  
Value Received $24,475,991
  
Number of Promoters 624
Engagements 180,454,276
Industry Telecommunications
624 180454276 0
43
Name DHL
  
  
Value Received $23,864,734
  
Number of Promoters 777
Engagements 64,359,087
Industry Logistics
777 64359087 0
44
Name Qatar Airways
  
  
Value Received $23,436,010
  
Number of Promoters 739
Engagements 182,285,518
Industry Travel
739 182285518 0
45
Name PlayStation
  
  
Value Received $22,839,879
  
Number of Promoters 970
Engagements 84,456,632
Industry Entertainment
970 84456632 0
46
Name Hyundai
  
  
Value Received $22,616,087
  
Number of Promoters 953
Engagements 175,255,510
Industry Automotive
953 175255510 0
47
Name Tissot
  
  
Value Received $22,447,965
  
Number of Promoters 474
Engagements 87,575,478
Industry Apparel & Accessories
474 87575478 0
48
Name Honda
  
  
Value Received $22,413,842
  
Number of Promoters 1,442
Engagements 138,869,521
Industry Automotive
1442 138869521 0
49
Name Ford
  
  
Value Received $22,204,589
  
Number of Promoters 2,321
Engagements 110,973,041
Industry Automotive
2321 110973041 0
50
Name Reebok
  
  
Value Received $21,965,208
  
Number of Promoters 1,093
Engagements 142,314,531
Industry Apparel & Accessories
1093 142314531 0
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