YEAR IN REVIEW S P O N S O R S H I P

SPONSORSHIPYEAR IN REVIEW

4

TAKEAWAYS

5-7VOICES OF THE INDUSTRY

8-20TRENDS

26-29MUSIC

30-47LEAGUE REPORTS

48-58SPORTS ASSOCIATIONS

CONTENTS

21-25MARKETING ASSETS & ACTIVATIONS

We’re proud to present our annual Sponsorship Year in Review report,detailing the sports & entertainment industry’s marketing partnershipresponse and results in a year of uncertainty. Authored jointly by theMarketing, Analytics and Business Intelligence teams at SponsorUnited,this report delivers an analysis based on 51,000 brands and 185,000individual deals executed across the world in 2021.

As the economy recovers from the pandemic and the world enters a newphase of expansion, we now see the recovery and expansion beingmirrored by a sponsorship market that was impacted significantly in 2020.

Increased competition and partnership options on both the buy and sellside, in the form of new, disruptive categories, brands, properties, peopleand platforms have led to an acceleration in new types of marketingsolutions and activations that challenge traditional partnership structures.

The data also reveals a tremendous degree of creative adaptability,resilience and speed to market in the face of an evolving, and increasinglycompetitive partnership space that is fighting for share of time from aconsumer whose habits have changed dramatically in a relatively shortperiod of time.

The 2021 Sponsorship Year in Review report provides a bird’s eye viewinto how sponsorship, media properties and brands activated during ayear of pandemic recovery and how they plan to reshape the industrygoing forward.

At SponsorUnited’s core, we believe in the power of democratizing data toconnect the entire sports and entertainment industry through moreeffective, efficient and scalable ways, benefitting all.


INTRODUCTION

Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved

#2

#3

Crypto and Betting Services have experienced the most growth.Coinbase recorded the highest SponsorUnited user search volume growth of any Cryptobrand while Betway/BetMGM saw the biggest jump in search for Betting Services brands.

Virtual sponsorships have decreased by 39% since 2020.While still 530% more active than pre-Covid, virtual activations and sponsored eventsworldwide have decreased by almost 3,400 deals.

2021 TAKEAWAYS

#1The Top 5 US Sports Leagues' sponsorship revenues surpassed$4.8B at the team level, up 44% from 2020.The number of team sponsorship deals in NFL, NBA, MLB, NHL and MLS combined rose 21% YOYfrom 2020.


#4

#5U.S. Athletes don't have the followers, but they have the deals.Just three of the top 50 most followed athletes (not retired) are from the U.S., but 80% of the athletes withmost endorsement deals are from the U.S.

Social equality was the fastest-growing cause marketing initiative tied tomarketing partnerships. The number of brands, properties and deals activated around Racial / Ethnic Equality Causes all doubledwithin the past year.

#6Sales followed the money, but service followed the soda.The Finance category as a whole was the most searched among sports sponsorship sales executives, butwithin client activation, the Coca-Cola and Pepsi brands were #1 and #2 in most searched brands.

#7Major Pro Sports crossed 1B gross social followers. NFL, NBA, NHL, MLB and MLS teams and leagues surpassed 1B followers. Still behind the Kardashian-Jenner family with 1.3B combined gross followers.

voices of the

industry INSIDE LOOK AT SPORTS/ENTERTAINMENTSTRATEGIES & OPINIONS

Across the sponsorship landscape, what categorieswill sustain the most growth in the next year?

Cryptocurrency, FinTech and Spiked Seltzers have madetheir mark in 2021; but Sports Betting has moved from#42 to #19 (in total sponsorship deals within allcategories).


2021 SURVEY DATA

80%Sports Betting

Cryptocurrency

Financial Technology

Alcohol Alternatives

Cannabis/CBD

E-commerce

Alternative Energy

Cyber Security

Smart Home Technology

Business Communication

61%41%

13%

30%29%

13%15%

9%8%

Which characteristics are most important whenprospecting for potential new partners?

Nearly half of the respondents chose Marketing/MediaSpend as their #1 priority. Although Revenue/Fundingranked in the Top 3 of average ranking, CompanyLocation had the 2nd most votes for #1 priority.

Marketing/Media Spend

Revenue/Funding

Company Location

New Campaign Launch

Sponsoring Competitors

Re-Branding

New Executive Hires

What trend arose during the pandemic thathas the most staying power?

Frictionless Transactions: Stadiums/Venues havereduced wait times, customers' cognitive strain,number of steps required at checkout which hascreated a more enjoyable live event experience.

56%Frictionless Transactions

Increased Jersey Branding

Virtual Signage

Virtual Events

Other*

50%47%34%2%

*Hybrid Events, Social Campaigns, and Brand Affinity

What channels do you use to leverage yoursponsorships the most?

Social Media has picked up over the years but ourindustry experts are still seeing just as much value in on-site activations, especially with crowds returning tovenues.

Social Media

On-Site Activation

Digital/Mobile Promotions

Traditional Advertising

Hospitality

Public Relations

Sales Promotion Offers

Business to Business

Internal Communications

Dir. Response Marketing

SponsorUnited's 2021 Sponsorship Year In Review Survey was created to look inside the minds of the top sports &entertainment executives as we aim to gain insights on the past year and prepare for what's to come in thefuture. Our goal is to streamline your marketing strategy with industry trends and analysis from global thoughtleaders.

Which length of deals have you noticed an increasein?

Over half of the industry has primarily seen 1-2 year dealswhile a smaller majority has seen 3+ years in 2021.

We expect to see an increase in long term deals asproperties gain back their audience and brands continue torebuild relationships in sports/entertainment.

1 year deals32.3%

2 year deals27.3%

3-4 year deals25.3%

None10.1%

5+ years5.1%

#2.08#3.23#3.81#4.17#4.17#4.75#5.78

Average rank

Average rank

#2.23#3.58#4.12#4.81

#5.21#5.63#6.54#6.89#7.59#8.41



2021 SURVEY DATA

Which brands activate Sports & Entertainment the best?

Which brand activation / initiative are you most proud of from 2021?

Athlete EndorsementsHyperice

“How to Fight Like a Sweet Girl” VideoNetflix Sweet Girl x UFC

Primary SponsorShavelogic x Spire Motorsports

Fantasy Football Draft PartyPrizePicks x Atlanta Falcons

"Baseball Buddies"Love's x Oklahoma City Dodgers

Virtual Smashville (Meet & Greet)Fifth Third Bank x Nashville Predators

Dunkin RaceDunkin Donuts x Chicago Bulls

Delta 12 StatusDelta Airlines x Seattle Seahawks

BMW Homeplate ClubBMW x Arizona Diamondbacks

Presenting Sponsor of "Media Days"Academy Sports + Outdoors x Big 12

Presenting Sponsor of Super Bowl LVIHalftime Show (Pepsi)

Tomorrowland Promotion SponsorBMW

Lollapalooza Sideways Photo OppToyota

NHL Fan Skills At HomeGEICO

UEFA "Stadium in a Box"Heineken

"Ultra Courtside" (Frontline Workers)Michelob (Anheuser Busch)

Player Warmups PlaylistGatorade

Lollapalooza Viewing ExperienceT-Mobile


trends

SPONSORUNITED PRICING REPORT ESTIMATED DATA*

CATEGORY SPEND - MAJOR PRO SPORTS

Financial

Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved | *SUPR: SponsorUnited Pricing Report

$673,977,0001

Healthcare $415,672,0002

Telecommunications $384,166,0003

Beverage (Alcoholic) $354,819,5004

Media & Entertainment $308,431,0005

Automotive $291,218,0006

Retail $265,771,0007

Casino/Gaming/Betting/Lottery $250,697,0008

Beverage (Non-Alcoholic) $248,013,0009

Utilities & Waste $208,404,50010

Technology $193,718,00011

Services $189,975,00012

Insurance $177,681,00013

Transportation $135,832,50014

Quick Service Restaurants $119,386,50015

$4,493,000

$2,771,000

$2,561,000

$2,365,500

$2,056,000

$1,941,500

$1,772,000

$1,671,000

$1,653,500

$1,389,000

$1,291,500

$1,266,500

$1,184,500

$905,500

$796,000

TOTAL CATEGORYREVENUE

AVERAGE TOTALPER TEAM


CATEGORY

MLB

NFLVenue EntitlementsEvent Content / Activation

Coca-ColaTabling + Product Displayed

Venue EntitlementsEvent Content / Activation

NHL

Virtual Signage Projected onPlaying Surface

Bud LightNew England Patriots

BudweiserMiami Marlins

Jacob Leinenkugel BrewingPhiladelphia Phillies

WalmartMinnesota Wild

272% 50%

200+

YOY brand increasefrom 2020-2021

98%

MLSVenue EntitlementsEvent Content / Activation

Captain MorganNew York City FC

LexusHouston Dynamo

52% 133%

43%

COVID IMPACT

NBA

Digital Broadcast

The Funk CollectionOrlando Magic

133%

VIRTUAL IMPACT

BACK IN THE VENUE


Increase in vaccinementions by Food & Bev

Distribution brands

Average increase in EventContent/Activation within

NFL, MLB, MLS

140% 400%Average increase in VenueEntitlements within NFL,

MLB, MLS

115%Increase in vaccine

mentions by Grocerybrands

380%


YOY deal increasefrom 2020-2021


YOY deal increasefrom 2020-2021


Brands bought thisnew asset in 2021


31-40

41-50


62,500%

4,967%

1,403%

1,368%

800%

YEAR OVER YEARBRANDS WITH THE LARGEST INCREASE IN PROFILE VIEWS BY SPONSORSHIP EXECUTIVES

755%

715%

707%

656%

593%

Binance had low sports sponsorship activity in 2021 but this Crypto whale was a Top 5 most searchedbrand in the category for 2021.

Socios.com more than doubled their amount ofsponsorships including: San Antonio Spurs, UFC andF1. Also, part of Lionel Messi's PSG signing bonuswas in the form of Socios fan tokens.

With no sponsorships in 2020, Coinbase wanted toincrease awareness around blockchain technology togrow the Crypto economy. In 2021, they have nowsigned 9 sponsorship deals.

Dr. Squatch Super Bowl Ad, "You're Not A Dish".

Team deals with EPL, Serie A, Bundesliga, RugbyAustralia, Racing League and more.

Extended sponsorship portfolio with the New YorkYankees, Hill Motorsports, Young's Motorsports andToni Breidinger.

The Miami Marlins signed a multiyear naming rightsdeal to LoanDepot for its stadium in late March(LoanDepot Park).

Official Partnership with NASCAR.

Credible.com was highlighted in the MLB Field ofDreams game as a Backstop Rotating Billboard.

INSIGHTS

BRANDS1-10

11-20

21-30

Socios.com - Primary Jersey PatchRoush Fenway Racing

Dr. Squatch - SB LV CommercialNFL on CBS

Credible - Backstop BillboardField of Dreams Game (MLB)

HairClub - Vehicle SignageHill Motorsports

Ruoff Mortgage signed an Official Partnership withNASCAR; replaced Gatorade as Victory LaneSponsor.

SPONSORSHIPYEAR IN REVIEWMOST SEARCHED

5


1 FINANCIAL 3 AUTO 4 FOODPRODUCTS

CATEGORIES

HEALTHCARE 6 CONSUMERPRODUCTS 7 RETAIL 8 ALCOHOL

BankingFinTechFinancial Services

Top Sub-Categories1.2.3.

DealershipImport BrandAftermarketService


SnacksVitaminsMultiline & Other


Pharmaceutical/OTC HealthcareHospital

Top Sub-Categories1.

2.3.

Grooming Multiline or Other Household Supplies


Athletic ApparelRetail OtherNon-AthleticApparel


Spirits (Multi-Line)BeerImport/DomesticWine

Top Sub-Categories1.2.

3.

MOST SEARCHED

Crypto.com Logo onPlaying Surface

Montreal Canadiens

Toyota Venue Naming RightsFC Dallas

Oatly Product DisplayedTexas Rangers

Bud Light Endorsement:Image/Likeness

Travis Kelce

Home Depot ExteriorSignage

Atlanta Falcons

Puresilk Exclusive Title Sponsor

LPGA

Invisalign Video BoardRotating Billboard New Orleans Saints


2TECHNOLOGY

SoftwareWeb / App eCommerce


Honey Secondary PatchLos Angeles Galaxy

CRYPTOCURRENCYMOST SEARCHED

1-10

11-20

Sponsorship deals with esportsorganizations within 3 leagues

TOP ASSETS BOUGHTPROPERTY ENTITLEMENTSSOCIAL POSTSDIGITAL CONTENTPROPERTY PRODUCTS/SERVICESPROPERTY EXPOSURE

63%42%38%17%14%

1,600%YOY sponsorship increase; currently24 deals across 21 uniqueleagues/athletes

67% of deals include social media; Tom Brady holds highest engagement

3 Jersey Patch deals, 2 primaryand 1 Jersey Sleeve Logo

*Cryptocurrency Overall

10 Athlete endorsements

2 Naming Rights deals with theMiami Heat and UC Berkley

4

1-Jan

Sponsorship deals withinFormula 1

300% YOY sponsorship increase; currently13 deals across 8 leagues/athletes

58% of deals include social media; F1 holds highest engagement

3 Jersey Patch deals, 2 primaryand 1 Practice Jersey Patch

Serie A partnership; NFT ofChampionship Trophy

2

NFT

Crypto.com Instagram PostFormula 1

314,865Engagement Score:

Most EngagedSocial Post


Unique Brands Viewed Trendline

SHIFT IN FOCUS

1-Jan

SPORTS BETTING

1-10

11-20

TOP ASSETS BOUGHTSOCIAL POSTSPROPERTY ENTITLEMENTSDIGITAL CONTENTTELEVISION ADSTV-VISIBLE SIGNAGE

35%34%26%22%21%

56% YOY sponsorship increase; currently 78 deals within 29 leagues

77% of total sponsorships do not include NFL,MLS, MLB, NBA, or NHL

42% of sponsorships include EventContent/Activation

*Sports Betting Overall

37% of deals include social media; Conor McGregor holds highest engagement

260 Total deals

53 Leagues/associations Leagues/associations

165% YOY sponsorship increase; currently 53 deals within 18 leagues

72% of sponsorships include NFL, MLS, MLB, NBA, or NHL

55% of sponsorships include Digital Content

32% of deals include social media; Jamie Foxx holds highest engagement

144 Total deals

32

DraftKings Instagram PostConor McGregor

663,436Engagement

Score:


SPONSORSHIPYEAR IN REVIEWSHIFT IN FOCUS

MOST SEARCHED

FINTECH

1-10

11-20

167% YOY sponsorship increase;currently have 16 within 12 leagues

63% of sponsorships are in the NBA

69% of sponsorships include TV-Visible Signage

Primary Jersey Patch for the Dallas Mavericks

1-Jan

TOP ASSETS BOUGHTPROPERTY ENTITLEMENTSSOCIAL POSTSDIGITAL CONTENTTELEVISION ADSPRODUCTS/SERVICES USED

28%23%22%19%16%

*FinTech Overall

Courtside Aprons across NBA and NCAApartnerships11

4 Deals within Dallas, their #1 market

78% YOY sponsorship increase;currently have 16 within 11 leagues

NIL Deal with Alabama QB, Bryce Young

88% of sponsorships include Social Posts

Partnerships with Pardon MyTake and Joe Rogan Experience

Partnership integration withTikTok

Total deals within the esports industry10+

Cash App Instagram PostMiley Cyrus

942,348Engagement Score:



Unique Brands Viewed Trendline

SHIFT IN FOCUS

MOST SEARCHED

Youth Initiative

Hunger Relief

Education

Education

Youth Related

Hunger Relief

32%19%16%

CAUSE-RELATED MARKETING

TOP BRANDS

1-10

11-20

21% Deal increase YOY

#1 & #2 brands for the last two years(Chick-fil-A led in 2020)

29%20%20%

INSIGHTS

Top Assets (% of deals) Top Assets (% of deals)

*Cause Related Marketing Overall

Youth 1 out of every 4 deals includes aninitiative for Youth Causes


TOP CATEGORIES

Over 2,750 brands activated a Community/Cause initiative in 2021, this is a 21% increase from the previous year.

Brands spend more on Community/Cause-related activations with NFL Athletes than all other Major Pro Athletescombined.

The NBA is the most active league for Community/Cause-related initiatives, followed by MLB, NHL, NFL, and MLS.

Music Festivals & Venues are 3x more likely to sell Community/Cause-related activations than all Music Artistscombined.

336

139

110

74

70

Charities, Health Causes, & Non-Profits

Banking

Hospital

Life & Health Insurance

Colleges & Universities

Ranked by # of Brands

Advent HealthOrlando Magic

KrogerCincinnati Bengals

DaimlerPortland Trail Blazers

NBA Leads all leagues in activations/initiatives

SHIFT IN FOCUS

CAUSE-RELATED MARKETING

SHIFT IN FOCUS SPONSORSHIPYEAR IN REVIEW

BRANDS ACTIVATING DIVERSITY AND INCLUSION

Modelo Especial Columbus Crew

Pacific Premier BankPac-12 Conference

UmbroBrentford FC

Grant ThortonD.C. United

Urban LegendsLAFC

WalmartBET Awards

New brands in2021

100+

NBA has nearly 2x more deals thanany other Major Pro Sport

UEFA Euro Championship - 12

sponsorships across 12 categories

LEAGUES

TOP BRANDS

1-10

11-20

3xMore Charities &

Organizationsthan 2020

1

6

11

16

2

7

12

17

3

8

13

18

4

9

14

19

5

10

15

203,344,419


5,265

Adidas

5,083

Toyota

4,441

Verizon

3,912

Bud Light

60,064

Auto

47,547

Apparel & Accessories

42,889

Healthcare

37,212

Beverage (Alcoholic)

Most Posts Per Brand Most Posts Per Category

5,281

GEICO

60,690

Financial

SPONSORED POSTS AMONG ALL CATEGORIESBRAND PERFORMANCE

6,933,294

7,334,2619,177,891 8,375,88410,496,691

5,840,579 5,671,832 5,606,169

12,545,790

5,135,232

4,819,448 4,725,463 4,498,427 4,103,020 4,038,085

3,756,512 3,463,291 3,363,807 3,336,523

SOCIAL MEDIAENGAGEMENT

Average TotalEngagement ofConsumer Products335K 2M Average Engagement of

American EagleOutfitters

Sponsored Posts byNike3K+ 50% of the Top 10 Most

Engaged Brands areCosmetics & Skin Care


MOST ENGAGING POST BY BRAND(FACEBOOK, TWITTER, INSTAGRAM)

1

6

11

16

2

7

12

17

3

8

13

18

4

9

14

19

5

10

15

2028,398


3,558

Montreal Canadiens

3,344

Columbus Blue Jackets

2,769

Washington Wizards

2,768

New Orleans Pelicans

1,367

NHL - National Hockey League

1,243

MLB - Major League Baseball

1,169

FMF - Mexican Football Federation

1,080

CHL - Canadian Hockey League

Most Sponsored Posts PerTeam

Most Sponsored Posts PerLeague

4,017

Nashville Predators

1,537

MLF - Major League Fishing

TEAM / LEAGUEPROPERTY PERFORMANCE

HIGHEST AVERAGE ENGAGEMENT PER POST MINIMUM 15 UNIQUE BRANDED POSTS (FACEBOOK, TWITTER, INSTAGRAM)

65,445

69,30779,141 69,46385,416

54,029 50,106 43,795

87,047

43,195

39,678 34,065 32,054 31,954 31,121

31,004 29,156 28,704 26,567


U.S. Pro Sports teams orleagues in the Top 20 0 41M

of the Top 20 areesports orInternationalFootball90%

A.C Milan TotalEngagementthroughout theseason


of the Top 10 are InternationalFootball80%

1

6

11

16

2

7

12

17

3

8

13

18

4

9

14

19

5

10

15

20

Zendaya4,958,450

Sara Ali Khan440,393



INDIVIDUAL PERFORMANCEENTERTAINERS & INFLUENCERS

375

Kim Kardashian West

266

Dwayne (The Rock) Johnson

263

Simeon Panda

243

Jimmy Chin

96,618,470

Dwayne (The Rock) Johnson

95,643,310

Charli D'Amelio

86,610,630

Kendall Jenner

45,018,130

Kim Kardashian West

Most Sponsored Posts PerIndividual

Highest Total Engagement

418

Mike Holmes

212,791,684

Kylie Jenner

HIGHEST AVERAGE ENGAGEMENT PER POSTMINIMUM 15 UNIQUE BRANDED POSTS (FACEBOOK, TWITTER, INSTAGRAM)

AverageEngagementper post89,105

More Engagement thanNBA athletes 5x

4

More than half of theTop 20 are femaleinfluencers 65%

Average number ofposts each brand receivesin a partnership

Charli D'Amelio2,125,406

Addison Rae1,904,293

Kendall Jenner1,882,839

Luisito Comunica875,340

Kylie Jenner1,043,096

Khloe Kardashian852,030

Will Smith840,584

Gal Gadot748,200

Danna Paola723,400

Lily Collins676,661

Chase Stokes657,799

Madison Bailey406,432

Juanpa Zurita376,457

Ryan Reynolds341,315

Charly Jordan344,662

Aislinn Derbez346,352

Dwayne (The Rock) Johnson363,227

Jason Momoa365,824

MARKETINGassets &Activations

10

1 2 3 4 5

6 7 98

X XXXX

XXXX

Most Active Brands

Most Active Categories

VENUE NAMING RIGHTS

#1Financial

Auto2

Insurance3

Healthcare

Construction& Industrial5

Telecom6

Utilities

Transportation8

Technology9

Hotel &Restaurant4 7 10

Brands spend on MajorPro Sports venues

Top 3 Categories control halfof the total deals in Major

Pro Sports

50% 100+Different categories withinMajor Pro Sports venues

20Emirates Group has the

most Venue Naming Rightsdeals in the U.K.

#1

79% Banking

PREMIUM ASSETS

MLS

*Applies to 2021 seasons

X

NBA

NFL

MLB

NHL

X

Other Assets Bundled Into Deals

Sponsorship Digital Radio TV Other

60%

40%

20%

0%

Assets included inVenue Naming Rights

deals on average

31Asset Breakdown


X

Caesars EntertainmentNew Orleans Saints

NEW DEALS IN MAJOR PRO SPORTS

10

1 2 3 4 5

6 7 98

XX

Most Active Brands

PRIMARY JERSEY PATCH


Technology2

Gaming3

Construction& Industrial

Telecom5

Auto6

Food Products

Healthcare8

ConsumerElectronics9

Utilities4 7 10

#1Financial

50% Banking &Financial Services

PREMIUM ASSETS

New Primary Jersey Patch deals

X X XX X X

NBA

MLS


Deals with esportsteams

190+ 44%of NBA teams had a

Primary Jersey sponsor forthe 2020-21 season

93%of European Football

properties have a PrimaryJersey sponsor

4Technology brands, the

most of any categorywithin the MLS

*Applies to 2020-2021 seasons

10

1 2 3 4 5

6 7 98

10

1 2 3 4 5

6 7 98

Most Active Brands


Most Active Brands

DIGITAL PLATFORMS

TV ADVERTISING

Hotel &Restaurant

Financial2

Healthcare3

Auto

Construction& Industrial5

Professional Services6

Technology

Media8

Quick ServeRestaurants9

Apparel &Accessories

#1


Auto

Quick Serve Restaurants2

Financial3

Insurance

Healthcare5

Telecom6

Alcoholic

Gaming8

Retail9

ConsumerProducts

#1

4 7 10

4 7 10

MEDIA PLATFORMS SPONSORSHIPYEAR IN REVIEW

HULU X tom brady

State farm X nba 2k22

Wendy's X Fan Controlled Football

FTX X MLB

McDonald's X Travis scott

EXPERIENTIAL


Branded Character(non-playable character)

Event-Related Sponsored Content(Delivered Match Ball)

Volkswagen X UEFA Euro 2020

Co-Branded Content(The Travis Scott Meal)

Endorsement: Image/Likeness (“Rift Tour virtual concert”)

Ariana Grande X fortnite

Umpire Jersey Signage(Primary Jersey Patch)

Pepsi X MLB

Rotating Billboard & Promotion2021 Season

Old Dominion Freight Line X MLB

Social Media CampaignTwitter

Super Bowl CommercialCBS

Cheetos X NFL on cbs

Co-Branded Content(Cracker Jack Flavored)

Social Media Campaign#CarryTheFrieght

INTERACTIVE/COLLABORATIVE EXPERIENCES IN SPORTS & ENTERTAINMENT

BEST PRACTICES SPONSORSHIPYEAR IN REVIEW

music

1 32

9

4 5

6 87 10

11 1312

19

14 15

16 1817 20

EXPANDING BRANDSINCREASE IN DEALS FROM 2020 TO 2021

68% of Zyn & Liquid Death'stotal sponsorship deals arewithin Music Festivals

The most active category in Digital Content with 1,094 total deals

TechnologySource: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved

THE INSIGHTS

50%Liquid Death, Red Bulland Coca-Cola own half

of the Non-Alcoholicbeverage category

4,576Unique brands active within music festivals

MUSICFESTIVALS

THE CATEGORIES THE BRANDSRANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL SPONSORSHIP DEALS

815

455

327

223

217

211

198


Media

Hotel, Restaurant & Leisure

Organizations & Groups

Commercial & Professional Services

Beverage (Non-Alcoholic)

Leisure & Recreation

Twisted Tea Branded Photo OpCountry Jam USA

Liquid Death Social PostBeyond Wonderland

Truly LoungeCountry Jam USA

Bud Light Seltzer Co-BrandedContent

Lollapalooza

Sponsorship

326

iHeartRadio Music Festival

247

Afropunk Brooklyn

225

Gulf Coast Jam

220

Detroit Jazz Festival

3,354

Rolling Loud

2,607

The Governor's Ball

1,878

Austin City Limits

1,445

Burning Man

Most Sponsored Posts Highest Average Engagement PerPost

553

Musikfest Tomorrowland

SOCIAL PERFORMANCE

1 32 4 5


33,327

*Min 20 Posts

Most Endorsed Music Artists

1 32

9

4 5

6 87 10

THE CATEGORIES THE BRANDS

THE ARTISTS

STEVE AOKI35 BRANDS

JENNIFER LOPEZ27 BRANDS

THALIA20 BRANDS


MUSICARTISTS

BECKY G24 BRANDS

216

DJ Khaled

190

Jennifer Lopez

180

Steve Aoki

121

Rick Ross

2,023,680

Beyonce

1,945,562

Ariana Grande

1,418,267

Selena Gomez

1,253,180

Cardi B

Most Sponsored Posts Highest Average EngagementPer Post

Soulja Boy

2,322,704

Rihanna

SOCIAL PERFORMANCE

RANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL SPONSORSHIP DEALS

68

38

30

25

24

24



Technology

Consumer Products

Retail


Consumer Electronics19

Gucci has the mostdigital sponsorships

(outside of musicstreaming platforms)

Target is the only Retail brand in theTop 10 list of digital sponsorships

DJ Khaled has dealswith 5 unique

Alcohol brands

Crocs has more sponsorshipdeals with music

artists than Calvin Klein,Gucci and Versace combined


CrocsPost Malone

*Min 20 Posts

DJ KHALED32 BRANDS

333

MUSIC

ACTIVATIONS IN MUSIC ACROSS ALL MARKETS

ACTIVATION SPOTLIGHT

Venue

Bud Light Stage Naming RightsFlood City Festival

of all venue assetsbought by Non-AlcoholicBeverages are LiquidDeath

25%

Property

SPOTLIGHT

MOST VENUESPOSNORS

TOP BRANDS

TOP ASSETSWITHIN GENRE

FEATUREDINVENTORY &ACTIVATIONS

T-Mobile Stage Naming RightsLollapalooza

Mercari Event Presenting SponsorShaq's Fun House

Nixie Sparkling Water Tabling/TentNewport Folk Festival

Jack Daniel's Photo OpLollapalooza

Media

Absolut Social PostTomorrowland

PathWater Social PostLollapalooza

Jarritos Social PostRolling Loud

STAGE NAMING RIGHTSCONCESSION STAND / BARPRODUCT SOLDINTERIOR GROUNDS FIXEDBILLBOARDCLUB, DECK, SEATED BAR ORRESTAURANT NAMING RIGHTS

1.2.3.4.

5.

*Excludes food and beverage sold

31

17

16

15

13

Bud Light has the same amount ofassets as the next 3 Beer companiescombined

TALENT ENDORSEMENTPROMOTION MEDIA SERVICESPROMOTION/SWEEPSTAKESSPONSORPREFERRED HOTEL PARTNERBROADCAST MEDIA SERVICES

1.2.3.

4.5.*Excludes Official Sponsor

42

39

35

32

30

These Top 5 brands postnearly 2x more imagescompared to videos

Photo > Video

*Excludes logo displayed on page

119

117

94

93

87

Hometown Poke Concession StandNewport Folk Festival

INSTAGRAM IMAGE POSTTWITTER IMAGE POSTFACEBOOK IMAGE POSTFACEBOOK TEXT POSTINSTAGRAM VIDEO POST

1.2.3.4.5.


2 3

4 5

12 3

4 5

12 3

4 5

1

League

Reports

EXPANDING BRANDS

Caesars Sportsbook LoungeIndianapolis Colts

KEY ASSET ANALYSIS

255

1 2

4

4 5

1 32 5

32

4

4 5

1 32 5

Auto25.8%

Alcohol14.5%

Healthcare12.9%

Food Products11.3%

Insurance9.7%

Media + Telecommunication16.1%

Financial9.7%

Heineken "305 Reunion"Miami Dolphins

0 5 10 15

Betting Services

Beer, Import & Domestic

Soft Drink & Carbonated

3

Event Related ContentSponsored AttendeeActivity TOP 7 CATEGORIES RANKED BY TOTAL DEALS

2x more dealsthan the next

brand

Entertainment RelatedContent

Most # of Deals:Bud Light

1


INCREASE IN DEALS FROM 2020-21 TO 2021-22

136 Brands

On Location Event Related ContentHouston Texans

Coke Zero Promotion SponsorTampa Bay Buccaneers

GameDay Vodka Product DisplayedBaltimore Ravens

Bud Light "Connect Four"New England Patriots

Chevron "Red Zone"Denver Broncos

THE TEAMSMost

PartnersMostExclusive

Avg. Sponsors &Advertisers Per Team


SPONSOR

TELEVISION

DIGITAL

RADIO

RANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL DEALS

246

152

147

147

140

138

134


Auto

Food Products

Construction & Industrial

Technology

Media

Healthcare

Sponsorship

+11

+10

+7

+6

+5

100%of GameDay Vodka

sponsorships arewith NFL/NCAAF

#1 Category: Alcohol(80% Beer)

Most Branded Social PostsGrowing Categories

Increase in total deals

2021-22SEASON


1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1

2

3

4

5

6

7

8

9

10

1

2

3

4

5

6

7

8

9

10

Most Current Athlete Endorsements

MOST SEARCHED


THE ATHLETES

Brands searched by NFL executives within growing categories

BettingServices

& DFS

Beer (Import &Domestic)

Soft Drink &Carbonated

Most Sponsored Posts Highest Average Engagement

750 Sponsored Posts

68,618 Average Engagement

Per Post

Car Manufacturersproduced the highest Average

Engagement (85,991)

2021-22SEASON

SOCIAL PERFORMANCE

Excluding Apparel, Verizon has themost endorsement deals among all

NFL Athletes

Justin Fields and DevontaSmith led all rookies with 12

new deals signed each

Rob Gronkowski had themost new deals in 2021 (17)and the second most deals

lost from 2020 (11)


AUSTIN EKELER27 BRANDS

JUJU SMITH-SCHUSTER34 BRANDS

ROB GRONKOWSKI29 BRANDS

RUSSELL WILSON26 BRANDS

PATRICK PETERSON26 BRANDS

*Minimum 20 branded posts

https://pro.sponsorunited.com/property/profile/4431?season=-1

EXPANDING BRANDS

MNP Dasher Board SignageMontreal Canadiens

KEY ASSET ANALYSIS

1 32

4

4 5

1 32 5

32

4

4 5

1 32 5

Financial31.8%

Healthcare20.5%

Other20.5%

Telecom13.6%

Technology6.8%

Auto6.8%

0 5 10 15 20

Betting Services

Loan / Mortgage / Payment

Spiked / Hard Seltzer

Helmet SignageLeading Edge WrapTOP CATEGORIES RANKED BY TOTAL DEALS

Projected on Ice

#1 Category: Auto

Most Deals: GEICO

1



53Brands

Guaranteed Rate Promotion Sponsor New York Islanders

Truly Promotion SponsorFlorida Panthers

Canadian Tire Stadium Naming Rights Ottawa Senators

Rogers Leading Edge WrapVancouver Canucks

Bridgestone Helmet Signage Nashville Predators

THE TEAMSMost


195Avg. Sponsors &

Advertisers Per Team


SPONSOR

TELEVISION

DIGITAL

RADIO


261

231

140

140

136

124

114


Auto

Financial


Healthcare

Hotel & Restaurant

QSR

MostFrequent

Brand

Sponsorship

+15

+12

+5

+5

+3

50%of NHL teams havesigned a deal with

Progressive, a non-league partner

Official Auto InsurancePartner

GEICO Logo Projected on Ice St. Louis Blues

Growing CategoriesIncrease in total deals

2020-21SEASON


Most Branded Social Posts

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1

2

3

4

5

6

7

8

9

10

1

2

3

4

5

6

7

8

9

10

SOCIAL PERFORMANCE

THE ATHLETES

Adidas was the onlyApparel brand toshow deal growth

MOST SEARCHED


BettingServices

& DFS

Loan /Mortgage /

Payment

Spiked & Hard Seltzer


1,195 Sponsored Posts

18,277 Average Engagement

Per Post

Banking produced the highestAverage Engagement (23,446)

2020-21SEASON

Telecommunicationswas the leading category

outside of Apparel


TYLER SEGUIN9 BRANDS

P.K. SUBBAN11 BRANDS

CONNOR MCDAVID6 BRANDS

ALEXANDER OVECHKIN6 BRANDS

AUSTON MATTHEWS6 BRANDS



8 of the Top 10 Athletes are Canadian or Russian

Brands searched by NHL executives within growing categories





EXPANDING BRANDS

KEY ASSET ANALYSIS

THE BRANDS

1 3 5

4

4

1 32 5

3 5

4

4

1 32 5

Financial27.5%

Technology23.1%

Other22%

Telecom12.1%

Services7.7%

Auto7.7%

0 5 10 15

Betting Services

Spirits (Multi-Line or Other)

On-Demand Delivery

2

2



Basket StanchionProjected on Court

507 Brands

Most FrequentBrand

#1 Category: Auto

Most Deals:Verizon

State Farm Fixed Arm SignageMilwaukee Bucks

THE TEAMSMost


187Avg. Sponsors &


RANKED BY TOTAL DEALS

VerizonOrlando Magic

Sponsorship

+13

+10

+9

+5

+3

1

SPONSOR

TELEVISION

DIGITAL

RADIO

THE CATEGORIESRANKED BY TOTAL SPONSORSHIP DEALS

242

152

146

129

115

109

104


Apparel

Auto

Financial

Insurance

Technology

Healthcare

Primary Jersey PatchTOP CATEGORIES RANKED BY TOTAL DEALS

PayPal Phoenix Suns

Hennessy Baseline ApronAtlanta Hawks

Michelob Ultra "The Ultra Club"Orlando Magic

Verizon Seating Cover SignagePhoenix Suns

Chime Basket StanchionNew Orleans Pelicans

87%of NBA teams have a

sponsorship dealwith Michelob Ultra


2020-21SEASON



1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1

2

3

4

5

6

7

8

9

10

1

2

3

4

5

6

7

8

9

10

Nike, Jordan and adidasare the top Apparel brands

with a total of 316 deals

MOST SEARCHED


BettingServices

& DFS

Spirits(Multi-Line

or Other)

On-DemandDelivery


2,037 Sponsored Posts

89,604 Average Engagements

Per Post

2020-21SEASON

THE ATHLETES

SOCIAL PERFORMANCE

Immanuel Quickley had a116% increase in followersduring the season, the most

of any NBA athlete


ROBERT COVINGTON20 BRANDS

LEBRON JAMES25 BRANDS

KARL-ANTHONY TOWNS20 BRANDS

DAMIAN LILLARD19 BRANDS

TRAE YOUNG20 BRANDS

Athletic & Footwear had theHighest Average Engagement

(257,327)


Excluding Apparel, Verizon had themost endorsement deals of all NBA

Athletes.

Brands searched by NBA executives within growing categories





EXPANDING BRANDS

KEY ASSET ANALYSIS

THE BRANDS

1

2

2

2

2 5

4

4

1 3 5

3 5

4

4

1 3 5

Financial16.9%

Auto16.9%

Food Products14.3%Healthcare

12.3%

Media11.7%

Leisure/Rec10.4%

Alcohol9.7%

Food/Bev Distribution7.8%

3

GEICOTampa Bay Rays

0 10 20 30 40

Snacks

Meats & Seafood

Restaurant

Outfield SignageBackstop Signage

#1 Category: Auto

Most Deals: Progressive

Sponsored Attendee Take Home Item

TOP 10 CATEGORIES RANKED BY TOTAL DEALS


INCREASE IN DEALS FROM 2020 TO 2021

644 Brands

PostmatesLos Angeles Dodgers

THE TEAMSMost


97Avg. Sponsors &


RANKED BY TOTAL DEALS

ProgressivePhiladelphia Phillies

1

SPONSOR

TELEVISION

DIGITAL

RADIO

THE CATEGORIESRANKED BY TOTAL SPONSORSHIP DEALS

301

253

204

195

169

146

140


Food Products

Auto


Financial

Healthcare

Insurance

47 Brand Retail StoreBaltimore Orioles

New Era Entertainment ContentChicago Cubs

Fanatics Video Board BillboardCleveland Indians

Lysol DisinfectantMiami Marlins

Sponsorship

+11

+11

+9

+8

+6

LysolLargest YOY

increase for a non-Apparel brand


2021SEASON



Most FrequentBrand

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1

2

3

4

5

6

7

8

9

10

1

2

3

4

5

6

7

8

9

10

MOST SEARCHED


Snacks

Meats,Poultry &

Seafood

Restaurants


557 Sponsored Posts


Per Post

Cloud, Data & CRMSolutions had the Highest

Average Engagement(225,457)

2021SEASON

THE ATHLETES

SOCIAL PERFORMANCE

More than half of alldeals are Apparel brands

(57%)

Budweiser and Body Armor are the top

non-Apparel brands

The Top 10 are split between US and International Athletes


AARON JUDGE12 BRANDS

FERNANDO TATIS JR.13 BRANDS

SHOHEI OHTANI11 BRANDS

PETE ALONSO10 BRANDS

MIKE TROUT9 BRANDS



Brands searched by MLB executives within growing categories






KEY ASSET ANALYSIS


3

2

2

2

2

4

4 5

1 3 5

3

4

4 5

1 3 5

0 1 2 3

Hospital

Banking

Luxury Auto

Import Auto

Heineken hasdeals with 14different MLS

teams

0 5 10 15 20 25

Betting Services

Grooming

Beer, Import & Domestic

Venue Naming RightsInterior SignageTOP 4 CATEGORIES RANKED BY TOTAL DEALS

Event Related Sponsored Content

Category: Alcohol

Most Deals:

100

1


800 Brands

adidas Ground Level RotatingBillboard

Colorado Rapids

BBVA Venue Naming RightsHouston Dynamo FC

THE TEAMSMost




1

185

113

105

105

90

87

83


Food Products


Auto

Media


Construction

SPONSOR

TELEVISION

DIGITAL

RADIO

EXPANDING BRANDS

JLab Audio Ribbon BoardLA Galaxy


BetMGM Presenting SponsorOrlando City SC

Gillette Crossbar ChallengeMLS All Star Skills Challenge

Audi Seat Back SignageD.C. United

Sponsorship

+18

+11

+10

+9

+8

39%of BetMGM's totalsponsorship deals

are in the MLS

#1 Heineken

Heineken Man of the MatchAtlanta United FC


12 Other categories with aVenue Naming Rightsdeal

2021SEASON



1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1

2

3

4

5

6

7

8

9

10

1

2

3

4

5

6

7

8

9

10

Body Armor contains themost deals of non-Apparel

brands

MOST SEARCHED


BettingServices

& DFS

Grooming &Toiletry

Products

Beer - Import &Domestic


767 Sponsored Posts


Per Post

TV/Streaming Networks &Studios had the Highest

Average Engagement (33,280)

2021SEASON

THE ATHLETES

SOCIAL PERFORMANCE


CHICHARITO7 BRANDS

BLAISE MATUIDI12 BRANDS

JONATHAN DOS SANTOS7 BRANDS

CRISTIAN ROLDAN7 BRANDS

CHRISTIAN RAMIREZ7 BRANDS


Brands searched by MLS executives within growing categories

50% of the Top 10 are split betweenUS Athletes and International

Athletes

Blaise Matuidi is the topendorser with 4M more

followers than the secondhighest athlete






BRAND SPOTLIGHT

KEY ASSET ANALYSIS

1 32

4

4 5

1 32 5

32

4

4 5

1 32 5


Financial37.9%

Healthcare17.7%

Auto16.9%

Food & Bev Distribution8.9%

Hotel, Restaurant, Leisure7.3%

Construction & Industrial5.6%

25% Auto brands

Intermission Presenting Sponsor

Courtside Apron Digital Ads

Category: Financial

Most Deals: State Farm

Logo on Playing SurfaceTOP 7 CATEGORIES RANKED BY TOTAL DEALS

1

70 Brands


BRANDS WITH A LARGE PRESENCE IN THE NCAA

#1

State Farm Bradley Braves

Audi West Coast Conference (WCC)


SPONSOR

TELEVISION

DIGITAL

RADIO


1326

1103

988

981

939

772

676

Hotel & Restaurant

Financial

QSR

Auto

Healthcare

Insurance


Pepsi

Presenting Seating SectionPenn State

Coca-Cola

Basket Stanchion: Pole Pad SignageWest Virginia Mountaineers

Backstop SignageSouth Carolina Gamecocks

Courtside Apron SignageUC San Diego Tritons

Nissan

Ground Level Wall SignageOhio State Buckeyes

THE INSIGHTSFeatured SegmentBig Ten Conference

Average TotalEngagement

5,040379,687Unique Brands

% indicates how much coverage each category has for this asset

ToyotaMinnesota Duluth Bulldogs

2020-21SEASON

Most Branded Social Postsby Athletics Account


17 Total deals

BOWL/TOURNAMENT GAMES

1 32 4

5 6 87

EXPANDING BRANDS



Sponsorships

TOP CATEGORIES & BRANDS

VENUE ENTITLEMENTS

2020-21SEASON

1 Hotel &Restaurant 2 Financial 3 Media 4 Government

5Commercial

Services 6 Auto 7 Retail 8 Leisure &Recreation

Diversified Energy Gate Naming RightsWest Virginia Mountaineers

Dos Equis "Cool Zone"Texas A&M Aggies

Reser's Venue Naming RightsOregon State Beavers

Hancock Whitney Bank Venue Naming RightsSouth Alabama Jaguars

Yum! Brands Venue Naming RightsLouisville Cardinals

Albertsons Venue Naming RightsBoise State Broncos

Carter Bank & Trust "Carter Club"Virginia Tech Hokies

Ford Motor Company "Ford Varsity Club"Wisconsin Badgers

Fifth Third Bank Venue Naming RightsCincinnati Bearcats

EXPANDING BRANDS

THE BRANDS

KEY ASSET ANALYSIS


1 32

9

4 5

6 87 10

1312 14 15

American Airlines Social PostDallas Wings

Healthcare33%

Insurance27%

QSR20%

Food & Bev Dist.7%

Technology7%

Other6%

THE CATEGORIES


Basket Stanchion

91#1 Category: Healthcare

Most Deals: State Farm

HelloFresh Promotion Sponsor New York Liberty

Michelob Ultra Logo on CourtLas Vegas Aces

Jim Beam Video Board Billboard Phoenix Mercury

State Farm Minnesota Lynx

THE TEAMSMost


52494Unique Brands


36

26

22

19

18

17

17

Healthcare

Financial

Insurance



Media

Hotel & Restaurant

11

State FarmAtlanta Dream

Sponsorship

+5

+3

+3

+3

+2

20%of Anthem's totalsponsorship dealsare in the WNBA

80% of deals in the WNBAinclude Social Posts

Primary Jersey PatchTOP CATEGORIES RANKED BY TOTAL DEALS

EquiTrustLA Sparks

Largest Increase In Sponsors

2021SEASON


Brands

6 Deals

Courtside Apron

1 32

9

4 5

6 87 10

1 32

9

4 5

6 87 10

THE ATHLETES

HIGHEST AVERAGE ENGAGEMENT


2021SEASON


Sue Bird's deals are splitbetween 8 different

categories

Doordash and CapitalOne are the top non-

Apparel brands

TV Networks is the top non-Apparel category among WNBA

athletes

WNBA Teams

WNBA Teams

The WNBA's social media handles had a 129% higher Total Engagement Scorethan any WNBA team. The WNBA also had a Total Engagement Score of 50,499.

NNEKA OGWUMIKE9 BRANDS

SUE BIRD12 BRANDS

AERIAL POWERS9 BRANDS

KIA NURSE7 BRANDS

NATALIE ACHONWA7 BRANDS


MOST SPONSORED POSTS







BRAND SPOTLIGHT

KEY ASSET ANALYSIS 65% of NWSL deals include

Property Entitlements

1 32

9

4 5

6 87 10

11 1312 14 15

Healthcare20.9%

Alcohol16.9%

Financial16.3%

Media15.1%

Organizations12.6%

Food & Bev Distribution9.1%

QSR9.1%#1 Category:

Beverage(Non-Alcoholic)

Most Frequent:

Interior Signage


BRANDS WITH A LARGE PRESENCE IN THE NWSL

Event-RelatedSponsored Content

THE INSIGHTS

386Unique Brands

Social Media

THE CATEGORIES THE BRANDSRANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL DEALS

37

30

25

24

21

20

18

Healthcare

Financial



Hotel, Restaurant, Leisure

Auto

Technology

HeinekenStar of the Match Social Post

BioSteelPregame Outfit Sponsor

BioSteel

Sponsored Award

Promotion Sponsor Official Sponsor

Ground Level RotatingBillboard

Presenting Sponsor

Jersey Sleeve Patch

Promotion Sponsor

Official Sponsor

Budweiser Ally Financial Verizon Nationwide Insurance

33Avg. Sponsors &


95 Brands

Unitus CCUGround Level Rotating Billboard

Most Sponsors

2021SEASON



Most FrequentBrand

THE ATHLETES

1 32

9

4 5

6 87 10

1 32

9

4 5

6 87 10

HIGHEST AVERAGE ENGAGEMENT


3 of the Top 5athletes with the most

deals are on theOrlando Pride

These five athletes combine forover 1.2 Million engagementson their Highest Engaged Posts

NWSL Teams

MOST SPONSORED POSTSNWSL Teams

2021SEASON


Although Angel City FC has yet to play a game, they lead the league withthe highest average engagement per post of 1,735.

Alex Morgan's Highest Engaged Post is 45x the

League's top post

ALI KRIEGER22 BRANDS

ALEX MORGAN23 BRANDS

MEGAN RAPINOE20 BRANDS

ASHLYN HARRIS16 BRANDS

CARLI LLOYD15 BRANDS








BRAND SPOTLIGHT

KEY ASSET ANALYSIS

1 32

9

4 5

6 87 10

11 1312 14 15

Leisure & Recreation30.3%

Apparel & Accessories21.2%

Insurance12.1%

Financial12.1%

Gaming9.1%

Food Products9.1%

Retail6.1%


BRANDS WITH A LARGE PRESENCE IN THE PLL

THE INSIGHTS

59%of deals include a Social

Media posts

56Unique Active Brands

Primary & SecondaryJersey Patch Ground Level Signage


7

5

4

3

2

2

2



Technology

Financial

Gaming


Insurance

Angie's List TV-Visible Signage


TicketMasterInstagram Post

DraftKings SportsbookJersey Sleeve Patch

ProgressiveSecondary Jersey Patch

Social Media

#1 Category:Leisure & Recreation

Most Deals:TicketMaster

Net Signage

Ground Level Wall: RotatingBillboard

Feature/Segment: Sponsored

Official Sponsor

Secondary Jersey Patch

Co-Branded Content

Fan Voting: Sponsored

Penalty Box: Backdrop Banner

Vineyard Vines Sun Chlorella Champion ProgressiveInsurance

68%of sponsorship dealsinclude TV - Visible

Signage

2021SEASON


74% of sponsorship deals in the PLL include Social Posts

Sports

Associations2021-22 SPONSOR & MEDIA REPORTS ACROSS THE GLOBE

BRAND SPOTLIGHT

Co-Branded ContentManchester City

KEY ASSET ANALYSIS

1 2 4 5

6 8

3

7

8

32 4 5

6 7 9

1 0

1 0


9

Gaming28.9%


Utilities12.1%

Food Products11.4%

Financial10.7%

Auto10.1%

Real Estate8.1%

European Football

THE TEAMSMostExclusive

924,369

1


BRANDS WITH A LARGE PRESENCE IN EUROPEAN FOOTBALL

Jersey SleeveLower Bowl Signage

131Brands#1 Category:Construction

Most Deals:adidas

Girona Bank CardGirona FC

Referee Jersey Sleeve PatchEnglish Premier League

Training Camp/Facility SignageUD Las Palmas

adidas Rotating BillboardHungarian Football Federation

Puma Jersey Sleeve PatchSV Sandhausen

MostPartners

25Avg. Sponsors &


7,054Unique Brands

SPONSOR

DIGITAL


Logo on PedestalUEFA Champions League

Official Licensee1. FC Union Berlin

Product DisplayedSV Werder Bremen

Product PlacementBorussia Dortmund

Coca-Cola adidas CaixaBank EA Sports

Top Apparel Brands

797

572

521

512

433

391

383



Auto

Apparel

Financial

Gaming

Technology

ENGLISH PREMIER LEAGUE

Primary Jersey PatchTOP 7 CATEGORIES RANKED BY TOTAL DEALS

Betway Primary Jersey PatchWest Ham United

2021SEASON

Average Total Social Engagement


EXPANDING BRANDS

KEY ASSET ANALYSIS

*

1 32

9

4 5

6 87 10

1312 14 15

#1 Category:Financial

Most Deals:

Financial23.1%

Non-Alcoholic15.4%

Hotel, Restaurant, Leisure15.4%

Commercial Services11.5%

Consumer Products11.5%

Consumer Services11.5%

60% of ATP/WTA deals includeProperty Entitlements

Deloitte Sideline SignageMontreal Canadiens

Average Total SocialEngagement

27,300Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved


TV Visible Signage

Porsche Product DisplayedSt. Petersburg Ladies' Trophy

Dunlop Sport Event ActivationMutua Madrid Open

THE INSIGHTS

67Average Sponsored Posts

Per Property

1,816Unique Active Brands

Event Content & Activation

PorschePorsche Tennis Grand Prix

Dunlop SportMutua Madrid Open

Player Bench

Hamburg Commercial Bank Hamburg European Open

Emirates Sports CafeU.S. Open Tennis

/


131

130

124

121

115

115

113





Media

Financial

Government

11

Sponsorship

+16

+11

+11

+8

+8

64%of the Emirates

Group's totalsponsorship deals

are in ATP/WTA

2021SEASON

Dunlop Sport

133 Brands

Top Brands



1 32

4

4 5

1 32 5

32 4 5


THE INSIGHTS

85Average SponsoredPosts per property

3,479Unique Brands


428

390

275

269

260

233

188

Apparel and Accessories

Financial

Leisure and Recreation

Commercial and Professional Services

Construction and Industrial

Auto

Insurance

1

SPONSOR

TELEVISION

DIGITAL

EXPANDING BRANDS

Club Car Sponsored ActivityTOUR Championship


Maestro Dobel Tequila DeckFedEx St. Jude Invitational

Tito's Stillhouse LoungeTOUR Championship

Rolex Hole Preview SignagePGA Championship

Sponsorship

+13

+13

+12

+11

+8

GOLF

69%of Maestro Dobel's

total partnershipsare in Golf

BRAND SPOTLIGHT

Teebox Barrier Signage + Event-Related Content

Gainbridge LPGA at Boca Rio

BRANDS WITH A LARGE PRESENCE IN GOLF

Hat SignageC.T. Pan

Hat SignageDanny Willett

Featured SegmentThe Match

Hat SignageJoachim B Hansen

Tent + Product DisplayedValspar Championship

Titleist Callaway FootJoy AON

Featured SegmentGolf Channel

Talent Endorsement Francesco Molinari

70% of deals with the PGA Tourinclude Digital Content

2021SEASON

18,498Average Total Social Engagement


BRAND SPOTLIGHT

KEY ASSET ANALYSIS

1 32

9

4 5

6 87 10

11 1312 14 15

Apparel & Accessories24.3%

Technology19.6%

Financial14%

Beverage - Alcohol11.2%

Consumer Services11.2%

Healthcare10.3%

Leisure & Recreation9.3%


51,183Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved

BRANDS WITH A LARGE PRESENCE IN ESPORTS

Primary Jersey Patch

THE INSIGHTS

48%Increase YOY in active

brands

2,546Unique Active Brands

Gaming StadiumNaming Rights Video Game Signage

esports


913

794

372

216

211

211

204

Technology

Consumer Electronics



Home Furnishings

Food Products

Financial

Bud Light Seltzer Rotating BillboardNBA 2K League


SamsungTeam Queso

Pizza HutMadden NFL Championship Series

VerizonFortnite

#1 Category:Technology

Most Deals:Samsung

Co-Branded ContentDoom Eternal

Call of Duty LeagueSponsored Attendee Activity

In-Store Point of Sale ActivationFaZE Rug

Logo on Player BackdropDallas Empire

Arena Naming RightsHyperX Esports Arena Las

Vegas

Performance EquipmentGrand View Esports

Training Camp/Facility SignageNatus Vincere

Primary Jersey PatchXTEN Esports

Logitech HyperX Scuf Gaming G Fuel

2021SEASON

Deal difference between Logitech,HyperX and Twitch20+


1

6

2

7

3

8

4

9

5

10

94,016

SOCIAL PERFORMANCE

INFLUENCERS

9,128

1

2

3

4

5

6

7

8

9

10Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved

13,528

13,74720,645 20,01723,333

12,014 10,867 10,124

Most Tagged Brands Highest Average EngagementPer Influencer

262 tags acrosssocial handle

Vikkstar's mostengaged post

434,267

Technology leads allcategories with over 1,000

unique tags

Apparel & Accessories had 2xthe Average Engagement than

the following category

30% of AVAGG's totaldeals are with

Technology brands


SYPHER PX39 BRANDS

AVAGG44 BRANDS

GOLD GLOVE33 BRANDS

G2 HAFU32 BRANDS

COURAGEJD30 BRANDS

Most Current Influencer Endorsements

MINIMUM 20 UNIQUE POSTS

BRAND PERFORMANCEHIGHEST AVERAGE ENGAGEMENT PER POST

62,468

Jordan Fisher

48,931

Loserfruit

40,751

Alex Zedra

35,117

Ninja

96,722

Vikkstar

27,562

Bugha

14,795

Mosaad Al-Dossary

esports 2021SEASON

MINIMUM 20 UNIQUE BRANDED POSTS (FACEBOOK, TWITTER, INSTAGRAM)






EXPANDING BRANDS

KEY ASSET ANALYSIS

1 32

9

4 5

6 87 10

Auto38.9%


Apparel & Accessories10%

Financial8.6%

Food Products8.3%

Consumer Products7.6%#1 Category:

Auto

Most Deals:Chevrolet

39

THE CATEGORIES



Vehicle Signage TV-Visible Signage Jersey Patch

THE BRANDSRANKED BY TOTAL SPONSORSHIP DEALS RANKED BY TOTAL SPONSORSHIP DEALS

818

479

176

147

141

136

135

Auto


Commercial and Professional Services


Consumer Products


Food Products

Pit Boss GrillsStewart-Haas Racing


ChevroletRichard Childress Racing

Cook OutDarlington Raceway

322 Brands

27% AutoBrands

Toyota Name on SidelineSurface

Sonoma Raceway

Pit Boss Grills Venue ActivationWatkins Glen International

Chevrolet Gate Naming RightsDaytona International

Speedway

DoorDash Vehicle Signage23XI Racing

Sponsorship

+17

+12

+11

+9

+8

12Racetracks partner

with DoorDash

THE TEAMS

Most engaged category within Event Content & Activation

AUTOAvg. Sponsors &


2,422Unique Brands

NASCAR/INDYCAR TEAMS

MostPartners

2021SEASON


22 Different categories havedeals with NASCAR

97% of sponsorship deals withIndyCar include DigitalContent

32 4 51

32 4 51


1,269,495Source: SponsorUnited Property & Brand Platforms 2021 All Rights Reserved

THE INSIGHTS

19Avg. Sponsors &


132Average Sponsored Posts

Per Property


201

118

106

59

34

31

31

Auto


Technology

Construction and Industrial

Financial

Manufacturing


SPONSOR

DIGITAL

EXPANDING BRANDS

Alpinestars Apparel &Accessories

Aston Martin Cognizant F1 Team


Beta Performance EquipmentTeam Suzuki Ecstar (MotoGP)

Michelin BarrierMotoGP

Akrapovic Vehicle SignageDucati Corse (MotoGP)

Sponsorship

+7

+7

+6

+5

+4

91%of Alpinestars totalsponsorship deals

are in F1/FE/MotoGP

100%of Akrapovič's total

sponsorship deals arein MotoGP

BRAND SPOTLIGHT

Jersey Sleeve PatchPetronas Yamaha SRT

(MotoGP)

BRANDS WITH A LARGE PRESENCE IN F1/FE/MOTO GP

Hat SignageFormula E

BarrierMotoGP

Employee Uniform LogoAlpine F1 Team

Stage: Rotating Logo CutoutFormula 1

Performance EquipmentUralkali Haas F1 Team

Pirelli Tire Alpinestars Michelin Akrapovic

Featured SegmentMotoGP

Vehicle Signage: Front HoodDucati Corse (MotoGP)

93% of deals with F1 sponsors include Digital Content

2021SEASON


RISING SPORTS LEAGUES

2 31

2 31

2 31

2 31

2 31

Top Category

Guaranteed Rate - Exclusive TitleSponsor "Championship Weekend"

18Sponsorswithin the

same venue

Wendy'sEvent-Related Content "Rock-Paper-Scissors"

LIFT IN TEAMS, DEALS AND ASSETS

AlgorandStage Signage: Rotating Billboard

Rhino RugbyPerformance Equipment Provided

MedicileafTabling / Tent + Product Displayed

29 LEAGUE PARTNERS WITHIN 20 CATEGORIES

Technology

RISING LEAGUES SPONSORSHIPYEAR IN REVIEW

Fan Controlled Football

45% Web / App

Top Sponsors

Top Category 14Average

brands perteam


Athletic/Footwear

American Ultimate Disc LeagueTop Sponsors

Top Category 53%of dealsincludeDigital

Content


Media

Drone Racing League

50% TV/StreamingNetworks & Studios

Top Sponsors


Content


Technology

Major League Rugby

75% Software

Top Sponsors


Content


AthleticEquipment

Professional Pickleball AssociationTop Sponsors

OLYMPICS

OLYMPICS

HPFeatured Segment - Tokyo Medal

Count

ToyotaLogo Pop Up

FacebookSplit-Screen Commercial

Omega WatchesLogo Pop Up

ExperianLive Read Commercial

I LOHASOfficial Licensee

airweaveProducts Provided

AtosOther Brand Exposure, Logo on

Lanyard

TOP BRANDS

TV Advertisers

ToyotaFeatured Segment - "Infinite Possibilites"

LillyFeatured Segment - The Journey Forward

Coca-ColaCo-Branded Content

ToyotaProducts Provided


Sponsors

NOTABLE BRANDS

Other31.6%

Tech.15.8%

Apparel & Access.15.8%

Media15.8%

Financial 10.5%

Retail10.5%

NOTABLE BRANDS

NOTABLE BRANDS

KATIE LEDECKY

PERRY BAKER

SWIMMING

RUGBY

Other28.6%


Financial21.4%

Food Products14.3%

Leisure & Rec.14.3%

Apparel & Access.20%

Consumer Products20%

Healthcare10%

Food Products10%

Non-Alcoholic Bev.10%

Leisure & Rec.10%

Tech.10%

SIMONE BILES

1919Brands

BREAKDOWN OFPARTNERSHIP CATEGORIES

1212Categories

Other includes: Consumer Electronics, Non-Alcoholic Bev, Education, FoodProducts , Home Furnishings and Organizations

GYMNASTICS

1313 88Brands Categories

Other includes: Non-Alcoholic Bev, Consumer Electronics, ConsumerProducts, Healthcare

BREAKDOWN OF PARTNERSHIP CATEGORIES



NOTABLE BRANDS

NOTABLE BRANDS

KARSTEN WARHOLMTRACK & FIELD


Auto14.3%

Home Furnishings14.3%

Financial14.3%


Hotel, Resort14.3%

Apparel & Accessories20%

Organizations & Groups20%

Non-Alcoholic20%

Commercial Services20%

Leisure & Recreation20%

OLYMPICS



ADAM PEATYSWIMMING


BREAKDOWN OF PARTNERSHIP CATEGORIES

INTERNATIONAL OLYMPIC ATHLETES



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