February 24, 2022

SBJ Atlas – February 24, 2022

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SBJ Atlas

IEG Market Meter: Rams provide consistent value across sponsor categories

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.

NASCAR drives into 2022 season with deep corporate sponsor roster

Heading into the start of the 2022 season, NASCAR secured its deepest roster of official sponsors on record, according to an SBJ Atlas analysis.


American Express, Southern Computer Warehouse and Stepp’s Transportation were all added to the fold in the past few weeks, giving NASCAR 51 official sponsors this year.


Of note: more than half of NASCAR’s official sponsors have held that status for just 4 seasons or less. Meanwhile, Coca-Cola , whose activation includes Dasani water, and Axalta Coating Systems (automotive paints and finishings) are the sport’s most-tenured partners, with relationships that each date back to 1998.

Mars Inc., a NASCAR sponsor since 2000, will exit the sport after the 2022 season, as previously reported by SBJ’s Adam Stern. For more data, as well as sponsorship development tools and industry contacts, sign up for an SBJ Atlas demo.

Below is a list of NASCAR’s 2022 partners.

SBJ Atlas Brand Spotlight: Pepsi remains strong with NFL

Pepsi will renew its NFL sponsorship ahead of next season, continuing a relationship that started in ’02 when the soda company signed on as the official soft drink of the league. However, its 10-year run as Super Bowl halftime sponsor ended with last week’s game, and the league is taking the show’s sponsorship rights to market. Overall, Pepsi’s footprint across sports is strong, with 16 deals among NFL teams and 65 team-level deals across NFL, MLB, MLS, NHL and the NBA. SBJ Atlas data reveals the company has more major league deals than any U.S.-based brand. To see the data behind the SBJ Atlas Brand Spotlight, sign up for an SBJ Atlas demo.

Ally, Charlotte FC boosting city’s sports market

In ’21, Ally built a 26-story tower in downtown Charlotte to house more than 2,000 employees as part of a corporate expansion into the region. Two years ahead of that project, however, the financial services company became a founding partner of MLS expansion team Charlotte FC, which included one of the largest shirt sponsorship deals in the league.


Home to three major league properties, the country’s largest NASCAR footprint, several minor league franchises, ESPN Production studios (ACC and SEC Networks) and several high-profile agencies, the Charlotte market is a sports business epicenter. For more market insights and sponsorship reports, visit SBJ Atlas.