Since the NFL calendar year kicked off last April, the league and its teams have amassed over 14K branded posts on social media, engaging more than 39M followers. Some 1,225 deals have been activated across social channels during the same period.
How does this compare to NFL athletes over the last 12 months? Players have activated 1,707 partnerships via social media across 3,099 posts for a total engagement of nearly 42M. On average, the league and teams have been more active on social media so far this season than the players themselves.
Thanks to their team partnerships, 828 brands have been showcased on social media since the season’s start. Technology tops the category list by number of posts, closely followed by Alcohol, Financial, and Healthcare.
The top 5 brands by post frequency so far:
Meanwhile, 848 brands have had a post with NFL athletes over the last year. For player posts, Apparel & Accessories leads the way by industry, followed by Retail and Non-Alcoholic beverages. Bud Light is the only crossover among the top 5 brands:
The NFL season is prime time for players to showcase their brand partnerships across social media.
The top 5 posts by players and their brand partners (by engagement in September):
Tyreek Hill x Soul Runner (102K)
Josh Allen x New Era Cap (97K)
Justin Jefferson x Oakley (82K)
Chase Claypool x Jordan Brand (50K)
Justin Jefferson x Optimum Nutrition (47K)
Teams are also leveraging their endorsement deals on social as the season heads into its 5th week.
The top 5 posts by teams and their brand partners (by engagement in September):
NFL x Verizon (484K)
Miami Dolphins x Gatorade (203K)
Dallas Cowboys x Winstar World Casino & Resort (131K)