Without fans, digital now becomes a big focus for sponsored activations across the #NFL . Who saw the most value for theirs across the league?

Here were the Top 10 brands across social media during Week 1!

A thread of what activations on social stood out (1/7)

#sportsbiz

Putting their name behind the newest stadium helped @SoFi earn the most value across social media & specifically Instagram in Week 1. A beautiful stadium makes for engaging photo content.

They also sponsored content from both the @RamsNFL and @Chargers.

(2/7)

The #1 brand across Twitter, @Bose, did coordinated activations w/ nearly every team for a headphone giveaway.

They also made a smart choice by sponsoring media of players arriving or practicing wearing their products. Relevant tie-ins make the most sense for all parties.

(3/7)

Speaking of league-wide activations, a few brands worked w/ teams & the NFL to execute on this:

• @EAMaddenNFL had most teams advertise that #Madden21 was free-to-play this weekend
• @budlight saw the return of #BudLightCelly

(4/7)

Brands didn’t need to just activate at a league level to see value:

• @TMobile was the entitlement sponsor for the @Chiefs season opener
• @MGMResortsIntl & @Raiders found a way to hit home for their new fanbase by having a jersey draped outside one of their casinos.

(5/7)

Lastly, shout-out to one the newest league partners: @Invisalign! They were the sponsor for many Happy Birthday graphics across the league, often a cause for smiling which aligns with the brand objective. They also sponsored the @Packers score graphics.

(6/7)

Takeaways for me:

• Collaborating in ways that work for all parties leads to best ROI. It’s a “partnership” after all
• Stadium sponsorship crosses into digital as well. Work to build digital presence alongside physical
• Evaluate your long-term activations regularly

(7/7)