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Partnership Reports

June Brand Power Rankings

July 5, 2022

LifeBrand–a social media detection and monitoring software developer–took the top spot last month, rocketing up the list from #16 in May. Over 40% of its sponsorships are in its home market of Philadelphia, including deals with three of the city’s pro sports teams–the Eagles (largest deal by share of assets), Phillies, and 76ers. On May 31st, the tech startup welcomed Los Angeles running back Austin Ekeler as its newest brand ambassador and equity stakeholder–a nod to the company’s strategy to make inroads on the West Coast.

Meanwhile, #2-ranked VeChain, in its inaugural partnership, became the UFC’s first-ever Official Layer 1 blockchain partner. The deal grants the company an unprecedented level of integration into key UFC assets, and brand visibility with some 900 million households in 175 countries that receive UFC’s TV broadcasts.

On June 13th, better-for-you cereal maker Magic Spoon–third on the list–announced an $85 million Series B funding round, as three of its products moved to Target store shelves. Nearly 50% of its partnerships are with podcasts, including the Joe Rogan Experience and Pod Save America.

Also notable: #8-ranked Caterpillar, the world’s leading manufacturer of construction and mining equipment, signed a multiyear global deal with the NHL last month, becoming the league’s Official Heavy Equipment and Industrial Power sponsor, starting with the 2022-23 regular season. The company also inked a multiyear sponsorship deal with Major League Soccer (MLS) in May.

And speaking of the NHL, Gatorade–which landed in SponsorUnited’s top 30 for the first time this year–announced the end of its 16-year sponsorship with the league last month, as it shifts strategy with a big push into name, image, likeness (NIL) deals with college athletes and women’s sports. One-armed basketball phenom, Hansel Enmanuel, announced his new NIL deal with the sports drink maker on June 16th.

2022 Brand Power Rankings
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