682 brands chose digital activation across European football’s top leagues - Bundesliga, LaLiga, Liga Portugal, Ligue 1, Premier League, and Serie A - to achieve their marketing objectives across 2021/22 season.
Across the six leagues, almost 47,000 posts were activated on Facebook, Instagram, Twitter & YouTube – just 4.9% of the total inventory available, highlighting the opportunity that exists in sports for brands to exploit.
The total value of activated posts received by different brand partners was just over €75m with 72% of this value being shared by the top 10 brand categories.
At an individual league level, LaLiga teams had the highest combined activated value – just over €26m – ahead of the Premier league (€25m) and Serie A (€15m).
In terms of the number of activated posts and the percentage of total posts activated, Liga Portugal was out in front – activating more than 14,200 posts which equates to 13% of the total. The next highest percentage was Serie A with 6.6%.
Video Games was the most active category with EA Sports and Konami sponsoring 29 properties, activating across over 3,800 posts with an activated value of over €14m combined.
The Sports Apparel category, including the giants such as adidas, Nike and Puma was second, Airlines, featuring likes of Emirates, Etihad and Qatar Airways was third. Crypto-based Fan Tokens also featured in the top 10.
EA sports sponsored the most properties across the six leagues with 22 different teams and activated just under €10m, the most value of all the brands involved.
adidas was the most active in terms of volume with just under 4,000 posts activated.
Gatorade had the highest level of activated value per post, with just over €23,000.
horizm Brands in Football - The Digital Game 2022
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Source: horizm