February 16, 2022

IEG Market Meter: Rams provide consistent value across sponsor categories

SBJ Atlas

The disparity in market size, TV viewership and partnership revenue between the two most recent Super Bowl teams is significant. But new analysis from IEG Market Meter puts the teams’ sponsorship potential into sharper focus. The company’s new sponsorship category value rating system considers 13 factors that account for team popularity, reputation, heritage, attributable impact on partners’ ROI, and level of spending activity by category. Each factor receives a score from 1-100 and a weighting multiplier relative to its influence on sponsorship value. The individual weighted factor scores are then aggregated to deliver an overall score. 

 IEG will use Market Meter in strategic sponsorship consulting engagements with pro sports teams and current or prospective team sponsors, and it will make some of its data available to SBJ Atlas subscribers as part of a new integration in March. 

The Rams rank third in the league in the Market Meter’s sponsorship value score and rate consistently high across industry categories, including a 94 in the telecom category.  In the case of the Bengals, this Cinderella season will help a franchise that’s sponsorship value potential has been on the low end of the league spectrum. The Chiefs punch above their weight more than any team, ranking as the 27th largest local team market but 11th in sponsorship value potential, while the Texans are at the other end of the spectrum, ranking 10th in market size but 28th in potential. 

The following results showcase where the two Super Bowl contenders match up against one another and the rest of the NFL when it comes to their sponsorship value potential.