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50 Most Marketable 2020: Discover where true value lies in sports marketing Sports Pre's annual 50MM platform has been expanded for the ficst time to incorporate brands and properties, as well as athletes, painting the clearest and most complete picture yet of where value lies in sracts, marketing. It is no secret that marketing budgets are being squeezed in the wake of the coronavirus Randemis, and it will certainly come as no surprise that spending on sports sponsorship is being more scrutinised than ever before. What is perhaps less understood, particularly in this age of fragmented media and splintered attention spans, is how professionals in sport can achieve real bang for their marketing buck. For the past decade. SportsPro's. 50 Most Marketable (50MM) platform had always endeavoured to do just that, namely by identifying which athletes offered the best value for money and Rossessed the greatest potential to become breakthrough endorsers over the coming three-year period. But, in retrospect, focusing on sportsmen and women alone only offered a limited view of whece value lies in sports marketing. it is for that reason that this vear SportsPro's global 50MM rankings have been expanded for the first time to include separate top 50 lists for brands and properties - including leagues, teams, governing bodies and maig events - as well as athletes With the help of three leading data and measurement companies. - Nielsen Hogkit and Sponsor Pulse - the collective intention was to paint the clearest and most complete picture, yet of whece value lies in sports, marketing. And with the aforementioned belt-tightening in mind the goal was also to enable sports marketers to make sponsorship decisions more quickly and intelligently than ever through the application of in-depth data analysis, advanced sosial media monitoring, and real-world consumer insights in a marked departure for the World's 50 Most Marketable Athletes - the composition of which has typically come down to informed guesswork - this year's list has been powered exclusively and entirely by Nielsen, whose Influencer Selection and Measurement Framework draws on vast amounts of social media data to obiectively and accurately monitor campaign effectiveness and help sponsors maximise their impact Designed to produce a final Athlete Influencer Score for easily comparing athletes access all types of sports and geographies, the framework incorporates a range of performance and sponsorship-related Kels, such as sosial following content engagement, fanbase growth over time, media value and the performance of branded versus organic content. All told the Instagram accounts for over 6,000 athletes from 21 sports were tracked over the last 12 months While the methodology has changed this vear the result is no less fascinating. At the top of the pile sit some of the most established names, in spect who need no introduction but there are numerous others further down whese inclusion is based on the fact that their social media following is surging in line with their competitive career traiectory As in past years, the final ranking is therefore an eclectic mix of true greats and unheralded stars, not to mention a worthy conversation piece for those who felt compelled in years gone by te guestion Sportsce's traditional methodology For the inaugural list of the World's 50 Most Marketed Brands, meanwhile, spontech spesialist Hookit has put its SportGraph and computer vision technology to work on tracking the social activity of every maior professional athlete, team and league on the planet. Its aim was to determine which brands invested in sports sponsorship ceceive the most value from their various partnerships, as well as those individuals and entities with whom they hold no formal ties but who inadvertently promote them All social and digital posts from athletes, teams and leagues between 1st August 2019 and 1st August 2020 were examined for their quality of brand promotion Over 25,000 sports organisations, and athletes posted during this period, promoting more than 7,000 brands access platforms including Facebook, Instagram. TikTok Twitch. Twitter. VK, Weibo and YouTube Again, the names at the top of the brands list, which is set to be released in full on Monday, 5th October, reguire ne introduction What is perhaps most telling is that the top 50 brands collectively received ever US$3 billion in sponsorshir value through social promotion - equivalent to 49 per cent of the total value generated for brands across all sports during the tracked time period Finally, to arrive at the first-ever list of the World's 50 Mest Marketable Properties - which will be released on Monday 12th October - SponsorPulse surveved the perception of consumers access 18 of the largest markets worldwide to determine Regple's behaviours and emotions towards the leading leagues, teams, governing bodies and maigr events, weighting their responses according to population size. More than 250,000 people between the ages of 13 and 64 influenced the list, which saw a total of 185 global sports properties measured and assigned an opportunity Score one universal currency that allows sponsorship decision-makers to instantly compare properties based on seven key metrics: engagement intensity, momentum, passion, excitement, purchase consideration, and favourability- Like the athletes and brands lists. SponsorPulse's top 50 reveals many fascinating insights, providing a clear picture of which sports properties have the most potential to make an impact and achieve cut-through in the hearts and minds of consumers. Some of the outcomes are as expected, such as the fact that soccer, the world's most popular sport, accounts for seven of the top ten and 13 of the top 20 properties in the ranking. Yet others are more surprising. Who could have predicted, for example, that League of Legends, a relatively young, albeit hugely popular video game title would come in ahead of some of sport's biggest and best-loved properties, including the likes of Formula One the National Football League, and all four tennis Grand Slams? In any case, it is hoped that this year's expanded 50MM rankings will serve as an informative reference point for sports professionals access the board. With access to richer data sets and deeper insights than ever before the job of optimising marketing spend and maximising return on investment in these most uncertain of times might just might have got that little bit easier To view and download the full lists, head over to SportsPro's dedicated 50MM content hub, and don't forget to join in the conversation using the hashtag #SP50MM. It is no secret that marketing budgets are being squeezed in the wake of the coronavirus pandemis, and it will certainly come as no surprise that spending on sports sponsorship is being more scrutinised than ever. What is perhaps less understood, particularly in this age of fragmented media and strained attention spans, is how professionals in sport can achieve real bang for their marketing busk Now, in its 11th year. Sportspra's 50 Most Marketable platform has always endeavoured to do just that namely by identifying which athletes offered the best value for money and Rossessed the most potential to become breakthrough endorsers over the coming three-year period. But, in retrospect, focusing on sportsmen and women alone only offered a limited view of where true value lies in sports, marketing It is for that reason that this year. SportsPro's global 50MM rankings have been expanded for the first time to include separate top 50 lists for brands and properties - including leagues, teams, governing bodies and maigi events - as well as athletes With the help of three leading data and measurement companies. - Nielsen Hookit and Sponsorpulse - the collective intention was to paint the clearest and most complete picture yet of where value lies in sports marketing. With the aforementioned beli-tightening in mind, the ultimate goal was also to enable sports, marketers to make Sponsorship decisions more quickly and intelligently than ever through the application of in-depth data analysis. sosial media monitoring and real-wodd consumer insights- In a marked departure for the World's 50 Most Marketable Athletes - the composition of which has typically come down to gut instinct and informed guesswerk - this year's list has been powered exclusively and entirely by Nielsen, whose Influenser Selection and Measurement Framework draws, on vast amounts of social media data to abiectively and accurately monitor campaign effectiveness and help sponsors maximise their impact Designed to produce a final Athlete Influencer Score for easily comparing athletes across all types of sports and geographies, the framework incorporates a range of performance and sponsorship-related KPIs, such as social following content engagement. fanbase growth over time, media value, and the performance of branded versus organic content. All told the Instagram accounts for over 6,000 athletes from 21 sports were tracked over the last 12 months While the methodology has changed this year, the result is ng less fascinating. At the top of the pile sit some of the most established names in sport who need no introduction but there are numerous others further down whese inclusion is based on the fact that their Instagram following is surging in line with their competitive career traiestory. As in nast vears, the final ranking is therefore, an eclectic mix of true greats and unheralded stars, not to mention a worthy conversation piece for those who might have in years. gone by questioned SpectsPra's traditional methodology For the inaugural list of the World's 50 Most Marketed Brands, meanwhile, spontech specialist Hookit put its SportGraph computer vision technology to work on tracking the sosial activity of every maigt professional athlete, team and league on the planet. Its aim was to determine which brands invested in sports sponsorship receive the most value from their various partnerships, as well as those individuals and entities with whom they hold no formal ties but who inadvertently promote them All social and digital posts from athletes teams and leagues between 1st August 2019 and 1st August 2020 were examined for their quality of brand promotion Over 25,000 sports organisations and athletes posted during this period, promoting more than 7,000 brands access platforms, including Facebook, Instagram. TikTok Twitch. Twitter VK Weibo and YouTube Again, the names, at the top of the brands list require ne introduction- What is perhaps most telling is that the top 50 collectively received over US$3 billion in sponsorshir value through social promotion - equivalent to 49 per cent of all value generated for brands across sports during the tracked time period Finally, to arrive at the first-ever list of the World's 50 Most Marketable Properties Sponsorpulse surveyed the perception of consumers across 18 of the largest markets worldwide to determine people's behaviours and emotions towards the leading leagues, teams, governing bodies and maior events, weighting their responses according to population size. More than 250,000 people between the ages of 13 and 64 influenced the list, which saw a total of 185 global sports properties measured and assigned an opportunity Score - one universal currency that allows sponsorship. decision-makers to instantly compare properties based on seven key metrics: engagement intensity, momentum, passion. excitement purchase consideration, and favourability Like the athletes and brands lists. Sponsorpulse's, top 50 reveals many fascinating insights. Dioxiding a clear picture of which sports, properties have the most potential to make an impact and achieve cut-through in the hearts and minds of consumers. Some of the outcomes are as expected, such as the fact that soccer, the wedd's most popular sport, accounts for seven of the top ten and 13 of the top 20 properties in the ranking Yet others are more surprising. Who knew, for example that League of Legends, a relatively young, albeit hugely popular video game title, would come in ahead of the likes of Formula One, the Los Angeles Lakers, the National Football League, WWE, and all four tennis Grand Slams? In any case, it is hoped that this years expanded 50MM rankings will serve as a useful resource and informative reference point for sports, professionals access the board. With access to richer data sets and deeper insights than ever before, the job of identifying value for monex optimising marketing spend and maximising return on investment in these most uncertain of times might just might have got that little bit easier