Social media now rivals TV in its power to generate sponsor media value from game signage. But a substantial slice of that value is going unmeasured—even though it’s hidden in plain sight.
Team-owned accounts aren’t responsible for the bulk of sponsor value. Instead, it’s coming from fan feeds, news accounts, and other sources that post photos and highlight videos. Depending on the sport, those unofficial channels can account for a whopping 90% of sponsor value on social media.
As sponsorship portfolios expand, it’s more important than ever for teams, leagues, and sponsors to understand how investments are performing across platforms.