Blog / Jordan’s Zion Sponsorship Scores Big on Social

Jordan’s Zion Sponsorship Scores Big on Social

A much-anticipated announcement came on Tuesday, July 23rd, as 2019 NBA first overall pick Zion Williamson made his decision, signing a shoe deal with Jordan. Zion joins the Jordan Brand who also has signed Russell Westbrook, Jayson Tatum, and Blake Griffin among others. With all the hype surrounding this deal, we tracked the social impact on Twitter of this announcement.

Social Summary 

zion jordan brand social media activity summary

Over the first 24 hours, Tweets about the announcement collected with Zoomph garnered over 600 million impressions. These numbers equate to $3.2 million in social media impression value. With the high level of anticipation for the announcement leading to significant engagement, our  engagement valuation platform measured the value at over $293K. These are valuable metrics in the world of sponsorship marketing, giving corporate brands insight into the potential awareness value that a sneaker deal announcement can bring to a brand.

Zion Audience Analysis 

If we focused purely on audience analysis, Zion made the right choice. Zion’s followers’ highest affinity was with Jordan (24.9%) within athletic footwear and apparel brands, closely followed by Nike, which was slightly less at 24%.

zion jordan brand social media top followed accounts

Top Words 

After using Zoomph to analyze the feed, we saw the top mentioned word in the conversation was “Jordan,” with over 22K Tweets talking about the brand. Uses of the word Zion followed closely with over 19K Tweets talking about the star athlete.

Top Sports Media Publishers 

As was expected when this announcement, sports media publishers were quick to share the news with their followers. Among the leaders during this announcement was ESPN , who collected over 130 million impressions on their sharing. Following ESPN, we saw a trend of sneaker accounts, including Complex Sneakers, BR Kicks (Bleacher Report), and Sole Collector. It’s safe to say sneaker heads” were waiting for this announcement.  

Top Influencers 

The news spread quickly on Twitter, and the top influencers in the conversation during the announcement included Darren Rovell and ESPN’s Nick DePaula.

zion jordan brand social media influencers

What Does This Mean? 

There is a measurable return for the brand investing in an athlete: The common belief may be that without a “signature” product line, ROI isn’t easily trackable for a brand. However, while not knowing the terms of the deal, we can track the return and see through the first 24 hours on social, Jordan Brand generated significant awareness value. To learn more about how we use Zoomph to monitor conversations like this on social and calculate the value created for sponsors, DM us on Twitter at @zoomph or enter your email to request a demo below.  

More Articles Like This

See Zoomph In Action

Talk to one of our specialists who will help you measure insights and maximize your sponsorship growth efforts

Minnesota Timberwolves Partner With Zoomph 

December 15, 2020

Reston, VA:  The Minnesota Timberwolves, Minnesota Lynx, T-Wolves Gaming, and Zoomph are launching a partnership that will provide the organization with the ability to quickly measure their social content performance with advanced, branded reports that highlight Minnesota’s cutting-edge creative content.    The Timberwolves recently had the No. 1 overall pick in the league’s first virtual draft. In… Read More

Atlanta Esports Ventures Sign Partnership Deal With Zoomph

December 02, 2020

Reston, VA: Zoomph is excited to announce a new strategic partnership with Atlanta Esports Ventures.   Atlanta Esports Ventures is a joint venture dedicated to bringing the best of esports to the city of Atlanta. AEV owns and operates the Overwatch League’s Atlanta Reign and the Call of Duty… Read More

Zoomph Announces Partnership With Miami Dolphins

November 17, 2020

Zoomph is excited to announce that we’re working with the Miami Dolphins and Hard Rock Stadium. Through this partnership, Zoomph has created a custom version of its real-time social analytics platform. Zoomph’s platform also provides the… Read More

Premier Lacrosse: Twitter Champions

November 09, 2020

The Premier Lacrosse League (PLL) just gifted the growing lacrosse community with two weeks packed with live sports. A league that since it's inception last year has been ahead of the curve, they were able… Read More

All Posts