Nearly 400 unique brands activated with in-venue signage during the 2021 NFL season, with 31% of those deals coming from brands based in the team’s home market, according to Nielsen data analyzed by SBJ Atlas’s Derick Moss.
The Eagles led the league with 28 new signage deals in 2021, followed by the Patriots, Titans and Ravens (each at 23). The Jets and Vikings had more instances of signage with locally based brands than any other team in the league (60%), while the Chiefs had only 17% of signage deals come from local brands (the lowest mark in the league).
Among brand categories, health care led the way with 52 unique brands activating with in-venue signage during the NFL season. But while it was the most popular category, health care had the largest regression of any category, with 18 fewer deals in 2021. Ticketing related brands rebounded from a COVID-induced backtrack to add 15 new signage deals, the most of any sponsor category.
For more sponsorship insights across all major sports leagues, request a demo with SBJ Atlas.
Wendy’s earlier this week agreed to a primary sponsorship with Beard Motorsports and driver Noah Grigson for this weekend’s GEICO 500 at Talladega, marking the QSR company’s rst foray into motorsports in 20 years, writes SBJ Atlas’ Michael Cupello.
Wendy’s had heavy activation on airways during the NCAA Tournament last month and has been partnering with Twitch streamers since 2020 for various promotions.
Their most recent escapade into the esports space came in 2021 via a collaboration with Uber Eats called “Newb School,” where customers who spent $20 or more from Wendy’s on the Uber Eats platform would gain access to lectures by famous streamers for popular video games.
To learn more about the types of partnerships brands like Wendy’s are targeting, request a demo with SBJ Atlas.
Under Armour has added four years to its deal with golfer Jordan Spieth that will now run through 2029. Spieth first signed with UA in 2013. As part of the extension, UA will donate $1 million through the life of the contract to the Jordan Spieth Family Foundation, which provides scholarships, grants and other programs to youth.
Repped by IMG Golf’s Jay Danzi, Spieth’s other notable endorsements include AT&T, Coca-Cola, FanDuel, Rolex and NetJets, per SBJ Atlas.
Spieth’s contract extension comes on the heels of him winning the RBC Heritage on Sunday, with the event drawing its best final round in nearly 20 years on CBS, per SBJ’s Austin Karp.
Volkswagen added to its sports sponsorship portfolio recently, becoming auto sponsor of the Galaxy and its MLS venue, Dignity Health Sports Park in Carson, Calif. SBJ’s Michael Cupello notes that extends the German brand’s soccer portfolio in North America, which has included deals with U.S. Soccer, USMNT MF Weston McKinnie, NWSL San Diego Wave FC F Alex Morgan, the USL Las Vegas Lights and Liga MX clubs Chivas, Queretaro, Monterrey and Pumas.
In Europe, Volkswagen’s soccer portfolio includes UEFA, Bundesliga clubs Red Bull Leipzig and VfL Wolfsburg, LaLiga clubs Osasuna and Huesca, Serie A club Napoli and Paris St.-Germain F Neymar.
Now, Volkswagen plans to push two of its luxury brands — Porsche and Audi — into F1 starting in 2026. Audi is reportedly seeking a stake in McLaren’s F1 team, while Porsche is pursuing a partnership with Red Bull Racing.
To learn more about how global companies are interacting and changing the sports landscape, request a demo with SBJ Atlas.