Partnership Reports

100 Most Searched Brands of 2022

January 4, 2023

As we dive into a new year, here’s the list of the 100 most searched brands by sponsorship executives on the SponsorUnited platform in 2022.

Toyota led the way at #1. With over 1,100 sponsorship/media deals, the Japanese automotive giant boasted major sponsorships with properties all over the world, including AS Roma, Buffalo Bills, and FC Dallas. The company ended the year by announcing that it’s becoming the Official Vehicle of World of Outlaws, the home of premier dirt track racing for more than 40 years. Over 150 of Toyota’s 2022 partnerships were media deals with local news shows and networks.

Dunkin’ was the second most searched brand on the platform. The company jumped into the NIL space last February by signing University of North Carolina basketball player, Deja Kelly, and University of Georgia track star, Matthew Boling, to Team Dunkin’, whose roster now includes over 30 standout student athletes. Dunkin’ also rolled out limited-edition donuts with the Tennessee Titans and University of Georgia Athletics last summer.

Soft drink powerhouse Coca-Cola took the third spot. With more than 1,700 partnerships, the company sponsored 55 music festivals in 2022, including Tomorrowland, Lollapalooza, and the Governors Ball. Coca-Cola also became an Official Sponsor of Liverpool and the Tottenham Hotspurs, and was the presenting sponsor of the FIFA World Cup Trophy Tour.

Verizon, the fourth most searched brand of 2022, sponsored more than 30 music festivals, including Coachella, Forecastle Festival, and III Points. Last April, the telecom titan became the Official Founding Partner of League of Legends: Wild Rift Esports for North America, followed by a high-profile turn as Official Partner of the F1 Miami Grand Prix in May. Verizon also partnered with over 100 properties across the top five major US pro sports leagues.

Some of last year’s trends were reflected in the top 100 search–namely, the rise and fall of the crypto industry., FTX, and Coinbase were among the top 25 most searched brands. Overall, the financial category had a strong year, with 3 financial sub-categories–banking, cryptocurrency, and fintech–ranking among the top 5 most searched.  

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