January 31, 2022

SBJ Atlas – January 31, 2022

SBJ Atlas

Domino's in position to take pizza crown on NFL Championship weekend

Gearing up for what is historically one of the busiest days of the year for pizza restaurants with the NFL Championship games this Sunday (and Super Bowl LVI fast approaching), a recent survey from Civic Science asked Americans which national chain they prefer.

SBJ data cruncher David Broughton notes Gen Z is significantly more likely to rank Domino’s (whose sports partnerships include the Hornets, Denny Hamlin and Sporting KC, per SBJ Atlas) as their favorite pizza chain. And although Pizza Hut (partnerships include the NFL, Chargers, Seahawks and the NCAA) over-indexes among Americans aged 35 and older, it’s the least popular choice among the youngest adults.

Papa John’s (partners with WWE, Ravens, Cowboys and Texans, among others) is steady across age groups, but Little Caesars (Tigers, Red Wings, Pistons and Buccaneers, among other partners) does especially well with U.S. residents aged 25-to-34.

NYCFC championship run fuels success on social

The social media package around this season’s MLS Cup earned $2.7M in social media value for the league, according to numbers from Zoomph’s annual MLS Report. An initial post of Instagram at the end of NYCFC’s win over the Timbers earned nearly $44,000 on its own and had an engagement rate of 8.19%. On the franchise side, NYCFC’s title run enabled the team to lead the league in social value earned during the playoffs by a wide margin, earning $938,000 in value across Twitter, Facebook and Instagram. The champions were especially effective on Twitter, where their 1.21% engagement rate was third among all playoff teams.

MUSIC TO THEIR EARS : Meanwhile, Nashville SC continues to build an engaged fan base on social as it heads into a new stadium in ’22. The team led the league in engagement on Instagram during the regular season (9.99%) and playoffs (10.93%) while earning $2.3M in total social media value in ’21. The team also posted the second-highest percentage growth on all three major social platforms between April 1-December 1 behind Austin FC, the league’s 27th team in its inaugural season.

Immortals signs deal to make Progressive team's naming-rights partner

Detroit-based Immortals secured a multiyear deal with Ohio-based Progressive to make the insurer the naming-rights partner for the organization’s North American League of Legends squad. The team will now compete in the LCS under the name Immortals Progressive. As Immortal’s social insurer, Progressive also will receive logo placement on the front of the team’s jerseys. The two companies have planned a variety of content and event activations, including organizing community gaming tournaments. Progressive will sponsor 16 livestreamed broadcasts featuring Immortals players throughout the year. Progressive worked directly with Immortals’ partnership team on the deal. Immortals CEO Jordan Sherman, VP/Partnerships Brett McGrew, Director of Brand Brad Peters and Partnerships Manager Meghan Anderson worked the deal for the esports organization. Linking up with an Ohio-based brand also is in line with Immortals’ new mission after relocating from L.A. to Michigan. The club is looking to own the Great Lakes region and now has the backing of a Fortune 100 company from the geographical footprint. Within the Great Lakes/Midwest region, Progressive has naming rights at the Guardians ballpark in downtown Cleveland, as well as team deals with the White Sox, Reds, Tigers, Royals, Twins, MLB Cardinals, Bulls, Cavaliers, Pistons, Pacers, T’Wolves, Browns, Blues and Ohio State athletics, per info from SBJ Atlas.




Progressive becomes Immortals’ official insurer and receives logo placement on the front of the team’s jerseys