February marked a high-flying month for the sponsorship industry, as deep-pocketed brands capitalized on Super Bowl LVII’s 113M viewership. Of the 30 most searched brands on the SponsorUnited platform, 30% of them had a Super Bowl commercial. In addition, some very big deals made headlines including the six-year extension of MLS’s league-wide kit supplier partnership with adidas, worth a reported $830M.
After making its Super Bowl debut with a commercial encouraging consumers to “shop like a billionaire,” new online superstore Temu ranked #1 in our February rankings. The Boston-based startup then surpassed Amazon and Walmart to become the most downloaded shopping app in the U.S. one week ago–not bad for a month’s work.
In the 6th spot is Jersey Mike’s, which on February 2nd announced a multiyear US partnership that names the sub shop the “Official Sub Sandwich of the NHL”–the chain’s first partnership with a professional sports league. Besides other exclusive marketing rights, Jersey Mike's will receive broadcast exposure through Digitally Enhanced Dasherboards–the NHL’s advanced approach to dynamic dasherboard advertising–during the regular season and the Stanley Cup Playoffs.
American personal finance company, NerdWallet, lands at #7, after signing its first-ever MLS partnership last week with the Philadelphia Union, just three days before the season’s start.
Prime Hydration–a sports drink founded by Youtubers Logan Paul and KSI–follows at #8. On January 31st, the beverage brand announced a global marketing partnership designating Prime as the “Official Global Sports Drink of UFC.” The deal encompasses a wide range of activations into key UFC assets, including every UFC Pay-Per-View and Fight Night, highlighted by broadcast features and never-before-seen branding inside the world-famous Octagon.