Nike’s dominance as a sponsor is as prominent as ever, as the company ranks among the top 10 brands for exposure value share of voice in eight of the top 10 sports on U.S. broadcasts, according to Hive data analyzed by SBJ's Moss. Nike-competitor Adidas ranks in the top 10 for five U.S. sports.
The NFL (77%), followed closely by the NBA (75%), has the most concentrated amount of brand exposure, with the top 10 brands in each league receiving the largest share of voice in all game and shoulder programming. Conversely, auto racing (including NASCAR and F1) has the most fragmented brand exposure with only 38% claimed by the top 10 brands. The NHL follows at 46%.
Hive’s study ranks the most exposed brands across the entire sports landscape as measured by equivalent media value (i.e., duration of exposure adjusted for quality of exposure and prominence of programming). This only includes in-content sponsorship image exposures across national TV and U.S. RSNs, not traditional TV ad spend or social media. Hive is a data partner of SBJ Atlas, our industry mapping and sponsorship prospecting tool.
