World’s Most Marketable Brands List – Dream11 in Top 10: World’s biggest sportswear giant Nike has once again retained top spot in SportsPro’s list of the World’s 50 Most Marketable (50MM) Brands powered by Hookit. The good news for the Indian sports industry is that fantasy gaming giants Dream11 has made entry into the Top 10 list. This is for the first time ever that any Indian brand has made it to the list of 50 Most Powerful & most marketable sports brands list. It is worth noting that Dream11 is also the sponsor of IPL 2021 & BCCI cricket.
The second annual list of sport’s most marketable brands saw Nike hold off competition from rival sportswear brand Adidas, who came second in the standings. Emirates, Santander and Red Bull rounded out the top five. Puma, State Farm, Monster Energy, Dream11 and Heineken completed the top ten.
World’s 50 Most Marketable Brands powered by Hookit – the top ten:
1 – Nike
2 – Adidas
3 – Emirates
4 – Santander
5 – Red Bull
6 – Puma
7 – State Farm
8 – Monster Energy
9 – Dream11
10 – Heineken
World’s Most Marketable Brands: Nike retains No. 1 spot, IPL 2021 sponsor Dream11 makes entry into top 10 list
World’s Most Marketable Brands List – The Methodology: Sponsorship technology platform Hookit’s methodology for assessing sponsorship value is built upon its SportGrap and computer vision technology, which tracks the social activity of every major professional athlete, team and league, totalling more than 500,000 accounts.
To arrive at the total value received by each brand, Hookit examined two key metrics – potential value and promotion quality – which are multiplied together to determine a discounted adjusted ad value (AAV).
For this year’s ranking, all social and digital posts from professional athletes, teams, leagues, events, and venues between 15th August 2020 and 15th August 2021 were examined for brand promotion. More than 30,000 sports organisations and athletes posted during this period, promoting over 8,000 brands across platforms including Facebook, Instagram, TikTok, Twitch, Twitter, VK, Weibo and YouTube.
Nike led the way with more than 8.77 billion engagements on social media posts promoting its brand in a single year, giving a total sponsorship value worth US$616.5 million – beating rival Adidas’ earned value by more than US$270 million. Having topped SportsPro’s list last year, Nike’s total represented a 58 per cent increase in branded engagements and a 34 per cent increase in sponsorship value received compared to 2020.
Now in its 12th year, SportsPro’s 50MM platform enables sports marketers to make sponsorship decisions more quickly and intelligently than ever by objectively assessing where true value lies in sports marketing through the application of in-depth data analysis, social media monitoring, and consumer insights.
This year’s 50MM brands ranking follows on from last month’s athletes list, which was topped by US gymnast Simone Biles. The separate global top 50 list for properties will be unveiled in the coming months.
“Our focus on social media sponsorship measurement allows us to leverage the power and depth of data across all the social media channels to remove any subjectivity from these rankings, built on over five billion data points,” said Scott Tilton, co-founder and chief executive of Hookit.