1
2020
Nike
No. of Promoters:
11,988
Engagements:
5,556,525,970
Industry:
Apparel & Accessories
1
Nike Value Received $$461,943,927
2
2020
Emirates Airlines
No. of Promoters:
2,019
Engagements:
1,784,357,028
Industry:
Travel
2
Emirates Airlines Value Received $$252,210,107
3
2020
Adidas
No. of Promoters:
6,542
Engagements:
2,248,821,295
Industry:
Apparel & Accessories
3
Adidas Value Received $$227,990,676
4
2020
Monster Energy
No. of Promoters:
2,510
Engagements:
500,074,270
Industry:
Beverage
4
Monster Energy Value Received $$119,333,496
5
2020
Red Bull
No. of Promoters:
3,528
Engagements:
608,426,783
Industry:
Beverage
5
Red Bull Value Received $$114,420,846
6
2020
State Farm
No. of Promoters:
675
Engagements:
473,032,474
Industry:
Financial
6
State Farm Value Received $$112,796,759
7
2020
Santander
No. of Promoters:
828
Engagements:
398,340,271
Industry:
Financial
7
Santander Value Received $$105,931,282
8
2020
Standard Chartered
No. of Promoters:
378
Engagements:
732,812,229
Industry:
Financial
8
Standard Chartered Value Received $$79,026,047
9
2020
Puma
No. of Promoters:
3,153
Engagements:
773,677,555
Industry:
Apparel & Accessories
9
Puma Value Received $$74,988,370
10
2020
Beko
No. of Promoters:
344
Engagements:
559,273,628
Industry:
Consumer Goods
10
Beko Value Received $$56,394,205
11
2020
Gatorade
No. of Promoters:
1,636
Engagements:
257,836,984
Industry:
Beverage
11
Gatorade Value Received $$56,212,952
12
2020
Anheuser-Busch InBev
No. of Promoters:
3,044
Engagements:
199,714,187
Industry:
Alcohol
12
Anheuser-Busch InBev Value Received $$55,429,290
13
2020
Rakuten
No. of Promoters:
396
Engagements:
734,982,485
Industry:
Technology
13
Rakuten Value Received $$54,950,014
14
2020
Jeep
No. of Promoters:
897
Engagements:
615,948,887
Industry:
Automotive
14
Jeep Value Received $$48,872,931
15
2020
Toyota
No. of Promoters:
2,468
Engagements:
163,507,441
Industry:
Automotive
15
Toyota Value Received $$46,341,949
16
2020
Electronic Arts
No. of Promoters:
1,751
Engagements:
174,625,169
Industry:
Entertainment
16
Electronic Arts Value Received $$45,903,755
17
2020
Pepsi
No. of Promoters:
1,383
Engagements:
154,241,381
Industry:
Beverage
17
Pepsi Value Received $$45,198,446
18
2020
Heineken
No. of Promoters:
714
Engagements:
135,323,907
Industry:
Alcohol
18
Heineken Value Received $$44,534,968
19
2020
Chevrolet
No. of Promoters:
1,144
Engagements:
535,875,125
Industry:
Automotive
19
Chevrolet Value Received $$43,614,431
20
2020
Mercedes-Benz
No. of Promoters:
2,060
Engagements:
267,524,514
Industry:
Automotive
20
Mercedes-Benz Value Received $$40,616,103
21
2020
Allianz
No. of Promoters:
934
Engagements:
176,676,032
Industry:
Financial
21
Allianz Value Received $$40,462,495
22
2020
Coca-Cola
No. of Promoters:
2,327
Engagements:
168,645,260
Industry:
Beverage
22
Coca-Cola Value Received $$40,068,934
23
2020
Kia
No. of Promoters:
1,026
Engagements:
161,558,552
Industry:
Automotive
23
Kia Value Received $$39,965,324
24
2020
NBC
No. of Promoters:
1,190
Engagements:
87,135,047
Industry:
Entertainment
24
NBC Value Received $$39,400,338
25
2020
HSBC
No. of Promoters:
509
Engagements:
36,031,404
Industry:
Financial
25
HSBC Value Received $$37,514,034
26
2020
Alpinestars
No. of Promoters:
1,785
Engagements:
234,113,556
Industry:
Apparel & Accessories
26
Alpinestars Value Received $$37,045,402
27
2020
AT&T
No. of Promoters:
766
Engagements:
141,803,841
Industry:
Telecommunications
27
AT&T Value Received $$37,014,262
28
2020
Geico
No. of Promoters:
956
Engagements:
132,219,442
Industry:
Financial
28
Geico Value Received $$36,880,517
29
2020
Petronas
No. of Promoters:
357
Engagements:
237,759,491
Industry:
Energy
29
Petronas Value Received $$36,149,401
30
2020
Repsol
No. of Promoters:
204
Engagements:
119,760,118
Industry:
Energy
30
Repsol Value Received $$35,890,673
31
2020
Nissan
No. of Promoters:
1,116
Engagements:
89,683,971
Industry:
Automotive
31
Nissan Value Received $$35,647,095
32
2020
Yokohama Tire
No. of Promoters:
472
Engagements:
386,372,924
Industry:
Automotive Tyres
32
Yokohama Tire Value Received $$35,363,793
33
2020
Spalding
No. of Promoters:
1,052
Engagements:
275,125,074
Industry:
Apparel & Accessories
33
Spalding Value Received $$35,208,906
34
2020
T-Mobile
No. of Promoters:
929
Engagements:
264,688,684
Industry:
Telecommunications
34
T-Mobile Value Received $$34,047,353
35
2020
Pirelli
No. of Promoters:
1,061
Engagements:
203,810,979
Industry:
Automotive Tyres
35
Pirelli Value Received $$33,485,034
36
2020
Budweiser
No. of Promoters:
768
Engagements:
109,498,845
Industry:
Alcohol
36
Budweiser Value Received $$33,404,019
37
2020
New Balance
No. of Promoters:
1,403
Engagements:
339,550,553
Industry:
Apparel & Accessories
37
New Balance Value Received $$32,954,445
38
2020
Barclays
No. of Promoters:
644
Engagements:
104,034,410
Industry:
Financial
38
Barclays Value Received $$32,376,533
39
2020
Bet365
No. of Promoters:
323
Engagements:
94,519,435
Industry:
Gambling
39
Bet365 Value Received $$31,733,713
40
2020
Audi
No. of Promoters:
2,244
Engagements:
142,590,470
Industry:
Automotive
40
Audi Value Received $$29,944,435
41
2020
Under Armour
No. of Promoters:
2,321
Engagements:
164,971,386
Industry:
Apparel & Accessories
41
Under Armour Value Received $$24,554,726
42
2020
Vodafone
No. of Promoters:
624
Engagements:
180,454,276
Industry:
Telecommunications
42
Vodafone Value Received $$24,475,991
43
2020
DHL
No. of Promoters:
777
Engagements:
64,359,087
Industry:
Logistics
43
DHL Value Received $$23,864,734
44
2020
Qatar Airways
No. of Promoters:
739
Engagements:
182,285,518
Industry:
Travel
44
Qatar Airways Value Received $$23,436,010
45
2020
PlayStation
No. of Promoters:
970
Engagements:
84,456,632
Industry:
Entertainment
45
PlayStation Value Received $$22,839,879
46
2020
Hyundai
No. of Promoters:
953
Engagements:
175,255,510
Industry:
Automotive
46
Hyundai Value Received $$22,616,087
47
2020
Tissot
No. of Promoters:
474
Engagements:
87,575,478
Industry:
Apparel & Accessories
47
Tissot Value Received $$22,447,965
48
2020
Honda
No. of Promoters:
1,442
Engagements:
138,869,521
Industry:
Automotive
48
Honda Value Received $$22,413,842
49
2020
Ford
No. of Promoters:
2,321
Engagements:
110,973,041
Industry:
Automotive
49
Ford Value Received $$22,204,589
50
2020
Reebok
No. of Promoters:
1,093
Engagements:
142,314,531
Industry:
Apparel & Accessories
50
Reebok Value Received $$21,965,208
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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The World’s 50 Most Marketed Brands list can be downloaded here for your convenience.
