As an underdog in the sports drink world, BODYARMOR has continued to work to increase awareness of its brand, through a number of social campaigns and event and athlete sponsorships.
Most recently, BODYARMOR announced their sponsorship of the US Women’s Co-Captain and cultural icon, Megan Rapinoe. Throughout the tournament, the brand showed major support for the world champion. As controversy developed off the field, they released a powerful ad featuring Rapinoe, highlighting her strength, athleticism, and bravery to stand up for what she believes in.
— Megan Rapinoe (@mPinoe) July 1, 2019
We took a look at results of the campaign, to understand the value that the sponsorship generated for BODYARMOR. Since the brand first posted about Rapinoe in early June, the partnership has resulted in over 59.5 million impressions, equaling over $405K in combined social impression and social engagement value.
How did this compare to other athletes sponsored by BODYARMOR? We analyzed the last 3 months of content for each of the sports drink brand’s athletes, to best compare the values generated. By tracking Tweets from BODYARMOR about each athlete, and each athletes Tweets about the brand, and attributing value based on impression and engagement data, we were able to total the value generated for the brand by each partnership.
Since April, Megan Rapinoe has out-performed the brand’s other sponsored athletes like James Harden, Mike Trout, Richard Sherman.
This impressive level of attention garnered by Rapinoe, comes at a time where there is a serious conversation around the lack of female athlete sponsorship. This conversation has already sparked action, reflected by headlines showcasing increased sponsorship investment by brands like Budweiser, record breaking USWNT jersey sales for Nike, and Wasserman’s announcement of the Collective, an agency focused on sponsorship for the country’s best known female athletes.
Better tools for analyzing social campaigns and the value behind sponsorships of all athletes can help increase the ability to make better data-based decisions in partnership prospecting. Our team at Zoomph is excited to be at the forefront of this type of reporting, helping brands and agencies quantify the increased investment in female sports sponsorship.