The Influence

of Sports
The Influencer Marketing Platform
for Leading Lifestyle Brands
 THE INFLUENCE OF SPORTS

CONTENTS

INTRODUCTION 6

The Influence of Sport 8

Sports by Numbers 10
Market Distribution 12

KEY INSIGHTS & TRENDS 14

Football Fever 16
F1 Accelerates Impact 22
Sports & Style: A Clear Win 28
The Sport of Influence 34
Women Rising 38
Scoring with Beauty and Wellness 44
Rooting for the Underdog 46

ACTION POINTS 48

DATA APPENDIX 50

In the picture: A fan takes a picture of Centre Court during the

Wimbledon Championships 2023. On the cover, Jannik Sinner at
Wimbledon 2023. (Getty Images)

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 THE INFLUENCE OF SPORTS THE INFLUENCE OF SPORTS

MEET THE TEAM METHODOLOGY

This study presents a comprehensive data methodology for TRACKING DATES

analyzing the impact of teams, athletes, and brands in relation

to the Champions League, Formula 1, National Football League, BRAND PARTNERSHIPS ACROSS SPORTS (EXCLUDING NFL)
National Basketball League, Wimbledon, and the 2023 Women’s ANALYSIS BASED ON 2023 FROM JANUARY 1 - AUGUST 1,
World Cup on Instagram. The analysis covers two main aspects: 2023*.

1. Brand Athlete Collaborations: This entails evaluating the CHAMPIONS LEAGUE

ANNA ROSS LEA MAO ANNIKA BAER visibility generated by professional sports teams and athletes for ANALYSIS BASED ON THE 2022/2023 SEASON FROM SEPTEM-
EDITOR & PROJECT LEAD DATA INSIGHTS & ANALYTICS DATA INSIGHTS & ANALYTICS
brands across different industries, including sports, fashion, and BER 1, 2022 - JUNE 12, 2023
HEAD OF INSIGHT HEAD OF MARKETING, LEFTY & EDITOR
& TREND, KARLA OTTO MARKETING MANAGER, LEFTY beauty.

FORMULA 1
2. Sports as an Industry: This focuses on the visibility generated ANALYSIS BASED ON 2023 FROM JANUARY 1 - AUGUST 1, 2023.
from profiles on Instagram that mention major sports federations,

teams, and players. WIMBLEDON

ANALYSIS BASED ON 2023’S WIMBLEDON TOURNAMENT FROM

This analysis considers only Instagram in-feed posts like regular JULY 1 - JUL 17, 2023.
posts, videos, and carousels. Instagram stories are excluded from

the study. Lefty’s proprietary algorithms attribute content NBA

LAURA ROCHA BARBARA MASHITA MIGUEL MARTINEZ using @ mentions to the respective teams, brands, and athletes. ANALYSIS BASED ON 2022/2023 SEASON FROM OCTOBER 16,
DATA ANALYTICS DATA ANALYTICS GRAPHICS & ILLUSTRATION However, collaborative posts between two accounts are only 2022 - JUNE 15, 2023.
HEAD OF INSIGHTS STRATEGY CONSULTANT, GRAPHIC DESIGNER, LEFTY
LEFTY attributed to the initiating account.
& STRATEGY CONSULTANT,
LEFTY NFL
In terms of measuring the impact, the study defines Earned Media ANALYSIS OF BRAND PARTNERSHIPS, TEAMS, AND PLAYERS
Value (EMV) as the equivalent ad spend of the impressions gained. BASED ON 2022/2023 SEASON FROM AUGUST 3, 2022 - FE-
EMV is calculated by estimating the number of impressions for BRUARY 15, 2023.
With Thanks to each publication and associating a CPM (Cost Per Mille) of $100,
Renzo Angeloni (Lefty), Clementine Bachet (Karla Otto), Mateo Barahona (Lefty), which equals $1 per engagement. The formula for calculating WOMEN’S WORLD CUP
Madeleine Boyd (Karla Otto), Pauline Guiuan (Karla Otto), Ben-Christopher Harris (Karla Otto), EMV is ANALYSIS BASED ON 2023 WOMEN’S WORLD CUP FROM JULY
Unsah Malik (Karla Otto) and Ioana Pop (Karla Otto). 18 - AUGUST 22, 2023.
IMPRESSIONS * CPM

1000

Please note that while the list of influencers retrieved aims to

be exhaustive, some profiles may have posted content for brands,

athletes, or teams but have not been considered in this study.

Created in 2015, Lefty is a platform that helps brands optimise their influence mar- Founded in 1982, Karla Otto is a full-service brand-building agency, operating from Note: Discrepancies in engagement, the number of likes, shares, or com-
keting programs. Based on proprietary, state-of-the-art technology, Lefty supports thirteen cities across the globe. Karla Otto’s service is unparalleled. Blending the ments on posts may appear due to content continuing to be interacted with
brands with influencer identification, management and reporting of their influencer best of fashion, beauty, design, lifestyle, and arts & culture, we offer a panoramic view on Instagram after the date of the data being downloaded from Lefty.
marketing campaigns. Discover more at lefty.io or contact [email protected]. of opportunities and the ability to execute complex ideas. Our loyal network and
unrivalled approach to culture and community enables us to take brands to brave
new territories. Dicover more at karlaotto.com or contact [email protected].

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THE INFLUENCE OF SPORTS

Introduction

7
THE INFLUENCE OF SPORTS

Salma Paralluelo of Spain celebrates after the team's victory in the FIFA Women's World Cup. Getty.
 THE INFLUENCE OF SPORTS THE INFLUENCE OF SPORTS

INTRODUCTION Clockwise from top-right: Bernard Arnault

and Thomas Bach. Jannik Sinner of Italy at
The Wimbledon Championship. Marcus

The Influence Of Sport Rashford, Jude Bellingham and Jaylen

Brown at the Louis Vuitton Menswear S/S
2024 show. All Images: Getty.

Sports Impact Soars by 35% YoY gious-like followings, making athletes some of the most engaging
icons worldwide.
Sport is undeniably at the height of the cultural zeitgeist. This
summer’s events, from Wimbledon to the Women’s World Cup, Sport in the Age of Social Media
have shattered viewership records, boosting Sports EMV (Earned
Media Value) by an average of 35% YoY, according to Lefty data. Social media has only perpetuated the influence of sports,
introducing a fresh wave of diverse, socially savvy,
brand-conscious athletes to its platforms. This sur-
LVMH Goes for Gold ge brings with it a new wave of cultural relevance and untapped
partnership prospects.
Ticket sales and broadcast figures are now only a drop in the
ocean. Social media has catapulted sport to the top of the
agenda. Consequently, partnerships are flourishing as brands
compete for a slice of sports’ expansive influence and meet
Social media has only
consumers where they’re spending time. This is illuminated by perpetuated the influence of
luxury super-conglomerate LVMH’s significant partnership de- sports, introducing a fresh
als in the upcoming 2024 Olympics and Paralympic Games,
spanning from fashion to hospitality.
wave of diverse, socially-
Meanwhile, athletes and sports clubs are forging deeper savvy, brand-conscious
links with the creative sphere, gracing high profile events such as athletes to its platforms.
Men’s Fashion Month, or appointing Creative Directors to build
innovative, creative strategies such as influencer partnerships and
merchandising opportunities. About This Report

Athletes Are the Ultimate Influencers In this report, Lefty and Karla Otto unlock how they can help $5.02B
your brand stay on top of the change, showcase key market Total EMV generated by posts
But what makes athletes such successful influencers? opportunities, and lead influencer case studies shaping the sports tagging teams and athletes across
Authentcicity reigns supreme. Their endorsement of and luxury marketing space, backed by proprietary data and sports studied
products is often linked to their performance, lending creative intelligence.
everything they touch unmatched validity. Additionally,
community is central to sport, often with reli-

Let Insights by Karla Otto help your brand stay on top of

Reach out Today!
the shift in culture:

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 THE INFLUENCE OF SPORTS THE INFLUENCE OF SPORTS

2023 EMV of teams or athletes mentioned on Instagram

The Impact of Sports on Instagram
Influencers Sport IG Followers EMV, $ Engagement Rate

1,097M
@cristiano 602M
2023 EMV by Teams/ Players* EMV Growth 1.5%

+69% @leomessi 484M

803M

$2.5B
C. League 1.9%

342M
+34% @neymarjr 213M
2.2%
UEFA Champions League F1 +20% +16%
NFL 265M
NBA @k.mbappe 108M
4.6%
$1.4B 223M
@karimbenzema 74.2M
2.1%
Formula 1 Racers
211M
@vinijr 41.4M
Regions impacted by Sports related content 10.3%

$1.1B Country 208M

@kingjames 158M
1%
National Basketball Association
Brazil 12%
(NBA) 154M
@sergioramos 60.7M
India 8% 1.9%

$336M United States

Argentina
8%

6%
@judebellingham 15.8M
103M
20.4%

National Football League Italy 5% 71M

@lewishamilton 34.4M
(NFL) 3%

70M
Age & Gender @charles_leclerc 11.9M

$20.1M
8.4%
Female 18% Male 82%
66M
@juliaanalvarez 14.1M
12.6%
Wimbledon (WMBL)

63M
@rodrygogoes 13.6M
7.1%
$9M 58M
@stephencurry30 54.1M
1.4%
FIFA Women’s World Cup

13-17 18-24 25-34 35-44 45-64

Interested in Discovering the Top 50 most Visible Athletes? Contact Lefty.io
* based on teams/athletes mentioned on *Based off the top 20 athletes ranked by EMV from the NFL, NBA, F1, C. League and WMBL.
Instagram

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Market Distribution Emerging Verticals

$61.9M
In 2023, athletes collaborated with over 15 different Food & Beverage
industries, with sports and fashion leading the way and Partnerships here are dominated by half-time broadcast
accounting for 78.3% of the total share of voice in EMV. placements from the likes of F&B giants such as Bud-
weiser, Pizza Hut etc.

2.8%
Leading Verticals
Automotive
Beauty $21M
2.9% & Wellness
Gaming
Gaming
Gaming and sports are intrinsically linked, as eviden-
$486M 0.5% ced by the average EMV value of gaming powerhouses collaborating with
athletes, generating $21 million.
Sports
Sports brands have a natural lead in the market, amassing
$486 million in Earned Media Value (EMV), represen-
ting 67.3% of the total EMV. This is underscored by their leading
$20.4M
67.3%
Automotive
counts in posts (5.9K) and profiles (1.1K), alongside an impressive

11%
F1’s growing impact on culture drives its automotive pla-
average EMV per brand of $11 million.
yers into the spotlight, while influencer partnerships in car rental

Sports Fashion make for opportunity.

$3.8M
$78.5M Hospitality & Travel
Athletes have to get from A to B somehow, thus part-nerships with
Fashion airlines, hotels and hospitality providers are growing partnership
Fashion houses are advancing in the sports market, accumulating a opportunities. VistaJet and the Scuderia Ferrari team are a key
remarkable $78.5 million in Earned Media Value (EMV). 63 fashion
brands engaged in collaborations with athletes in this study.
8.6% example Carlos Sainz and Charles Leclerc have generated an
impressive $1.7 million in EMV for the airline.
F&B
0.5% Hospitality
Clockwise from left: Jenna Ortega for Adidas. George Russell and Lewis Hamilton from the Mercedes-
& Travel
AMG Petronas F1 Team. Earling Haaland playing with EA Sports FC. Carlos Alcaraz for the Louis Vuitton
Men’s New Formal Collection. Lionel Messi for Budweiser. All Images: Instagram
$3.6M
Beauty & Wellness
With the impact of women’s sports rising, and contem-
porary gender norms being redefined by a new generation, the
beauty industry has tremendous growth potential.

Let Karla Otto’s dedicated teams guide you with

Reach out Today!
opportunities in your sector:

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Key Insights
& Trends

West Ham fans celebrate a goal during a Premier League match. Getty.
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 THE INFLUENCE OF SPORTS THE INFLUENCE OF SPORTS

KEY INSIGHTS & TRENDS

Football Fever
The Most Powerful Sport in the World
This transformation is largely attributed to the sport's
Football (or Soccer,) is the world's most powerful sport, boasting increasing commercialisation and redefinition of its pla-
an astounding 3.5 billion fans globally (Sporstmonkie, 2023). It's yer’s profiles, making for a more attractive partnership space for
not just the fan base that's unmatched; it's the colossal reach in luxury giants. Even leaders in 'quiet luxury,' such as Loro Piana and
broadcasting rights, sponsorship deals, and media value. The 2023 Zegna, are now outfitting teams like Juventus and Real Madrid,
UEFA Champions League alone raked in $2.47 billion in Earned while Moncler and Inter Milan have ventured into fully-fledged
Media Value (EMV), marking a remarkable 69% year-over-year capsule collections.
growth, as per Lefty data.

A Sponsorship Playground
Football's appeal has transcended
With a sizeable and diverse fan following (which is ever diversifying, traditional sponsorship
thanks to TikTok trends such as #blokecore) football finds itself in
the height of the cultural conversation and the enviable position
opportunities in recent years,
of choice when it comes to brand partnerships. Particularly in attracting new brands from
European leagues, teams and players are awash with official across the creative sector.
sponsors, encomassing sports brands to banking, food, beverages,
entertainment, travel, and hospitality.

Beyond the Jerseys A Win-Win Scenario

Football's appeal has transcended traditional sponsorship opportunities Traditionally, team merchandise has been a reliable revenue stream
in recent years, attracting new brands from across the creative sector. for clubs. However, many leading clubs are now enlisting Creative
Fashion endorsements, in particular, now constitute 14.6% of the Directors to harness the potential of creative collaborations,
marketing mix, second only to sportswear brands, according to Lefty fashion collections, and partnerships, breathing new life into
data. The partnership landscape for luxury in particular has evolved traditional partnership models and transforming them into
dramatically, ranging from VIP dressing to club or athlete-specific holistic revenue brands.
merchandise colla­borations.

Vinicius Junior of Real Madrid CF. Getty.

  

$2.47B +69% +13% $4.25M

Total EMV Generated YoY Growth Engagement Rate EMV driven by fashion brands
(Lefty, 2023)

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Why Footballers are Winning Influencers    In the following case study, we delve into the world of
football’s most engaged players to explore their wide-ranging
Much of football’s growth in the influencer marketing sphere can scope of work in the branded sector:
be attributed to its players, who have evolved into global celebrities.
They account for a staggering 68% of the athletes generating the
highest EMV. Football’s PR teams have ensured players’ images
and partnerships are holistic, as they engage in a diverse array of
initiatives, including charity work, environmental initiatives, and
brand partnerships that span markets and industries, expanding
the reach of the sport and its players. In the picture: Kylian Mbappe and Sergio Ramos celebrate Paris Saint-Germain. Getty.

Top C. League Players on IG from 22/23* Athletes by Sport Leading in EMV

@k.mbappe $67.4M Football 68.3%

$67.4M
@k.mbappe EMV @sergioramos $57.3M Formula 1 20.8%

@vinijr $55.9M Basketball 5%

@leomessi $51.1M NFL 4%

@judebellingham $45.5M Tennis 2%

@karimbenzema $38.5M

@jackgrealish $29M
$57.3M
@sergioramos EMV
*Based on Instagram data

Want to discover your team’s ranking? Contact Lefty.io!

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 THE INFLUENCE OF SPORTS THE INFLUENCE OF SPORTS

FOOTBALL FEVER CASE STUDY 2023 Partnerships

@hm_son7 Signed to Tottenham Hotspur, Son Heung-min is widely

considered one of the best Asian players in history and is
the most engaged-with player of 2023’s UEFA Champions
Burberry Samsung Calvin Klein Tumi

League, with an ER of 14.81%.

   Although Son ranks at #10 by EMV, his high en-
gagement demonstrates the impact his posts have on his
audience.
   Son Heung-min has sealed a prolific range of brand
partnerships, spanning computer gaming, food and beverage
and high-fashion. His partnership with Burberry drives the
most significant EMV at over $4 million USD.

$4.3M EMV $2.6M EMV $2.1M EMV $1.9M EMV

EA Sports Gatorade Adidas

Instagram Followers Evolution, M

Tottenham Hotspur

15 12 August 2023
Son announced as Tottenham’s
new captain $1.4M EMV $925K EMV $267K EMV

Audience Impacted by Country

10

May 2022 Korean footballer Son Heung-min experiences significant

winning the Premier League Golden engagement from a passionate local fan base, similar to popular
Boot becoming the first Asian player to K-Pop idols. This is bolstered by South Korea's vibrant fan culture
do so. and large population of social media users.
   28% of Son Hueng-min’s Instagram audience are South

4%
5 Korean while only 4% are British.

28%

0
Uncover the KPI’s of Any Influencer: Sign Up for a Demo with Lefty.io
2018 2019 2020 2021 2022 2023

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 THE INFLUENCE OF SPORTS THE INFLUENCE OF SPORTS

KEY INSIGHTS & TRENDS

Lewis Hamilton of Mercedes. Getty.

F1 Accelerates Impact
Formula 1 emerged as the second fastest growing sport in Earned Media F1’s Fashion Joyride
Value (EMV), surging +34% in 2023 compared to the same period in 2022,
as per Lefty data. F1 drivers excel in engagement, boasting a top-tier 6.2% F1’s growth has prompted awash of investments of cross-sector
ER average. sponsorships, partnerships, brand activations and placements, including
   Once confined to a predominantly European audi- car livery sponsorship, after-parties, on-site hospitality and VIP dressing.
ence, much of the sport’s growth can be pinned to its media strategy Naturally, Automotive companies lead in EMV, generating $19.1M in
transformation, overseen by Liberty Media Corporation, who acquired 2023, while luxury fashion closely follows at $18.8M EMV, holding nearly
F1 in 2017. By fostering cross-seas broadcasting partnerships with ESPN a quarter of the share of voice.
and Sky, F1 expanded global relevance, including a notable +28% US
viewership to 1.21 million on ESPN in 2022.
Luxury fashion generates
A Cultural Drive $18.8M EMV, holding nearly
a quarter of the share of voice.
Netflix’s ‘Drive to Survive’ docuseries has elevated F1’s cultural appeal,
showcasing unprecedented access to the drivers and sport. The show
captivated 6.8 million viewers, particularly 18-29 year-olds (31%)   Lewis Hamilton stands out as a constant value-driver for luxury
and females (49%), as per YouGov Sports, demonstrating a shifting brands. While endorsing Tommy Hilfiger ($4.99M EMV) — the sponsor
demograph. Expect F1’s cultural prominence to grow with the upcoming of the Mercedes-Benz team — Hamilton consistently drives media
Apple Original Film ‘Apex’, in partnership with top-ranked driver Lewis impact for luxury labels as varied as Louis Vuitton to Saul Nash. The driver
Hamilton. is now a front-row favourite, even starring in high-profile campaigns such
   Meanwhile F1 has evolved its social media strategy, lifting the ban as Valentino, making him F1’s most valuable driver in terms of media
on footage captured within the paddock, fostering a heightened athlete- impact at ($186.4M EMV).
audience connection while expanding marketing reach across platforms.

Further Reading Menswear SS24 Report

$128M +34% +28% $18.8M

Total EMV Generated YoY Growth Growth in US Market (ESPN, EMV Driven by Luxury Fas-
2022) hion Brands
(Lefty, 2023)

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 THE INFLUENCE OF SPORTS THE INFLUENCE OF SPORTS

Top Team Ranking by EMV

Two racerds during the F1 Grand Prix of Monaco. Joe Portlock - Formula 1/ Formula 1 via Getty.

Influencers EMV, $ Engagement Rate

33.9M
Mercedes-AMG Petronas
6.7%

25.4M
Ferrari (Racing)
5.3%

22.5
Red Bull
5.8%

13.9M
Aston Martin
4.1%

12.8M
Alpine
6.4%

6.4M
Alpha Tauri
6.7%

Top F1 Drivers by EMV on Instagram

Influencers Team EMV, $ Engagement Rate

186.4M
@lewishamilton
2.8%

184.5M
@charles_leclerc
8.5%

143.7M
@carlossainz55
8.6%

109.2M
@maxverstappen1
3.8%

101.3M
@georgerussell63
4.4%

90.9M
@schecoperez
3.4%

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 THE
THEINFLUENCE
INFLUENCE OF
OF SPORTS
SPORTS THE
THEINFLUENCE
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OF SPORTS
SPORTS

F1 ACCELERATES IMPACT CASE STUDY

$6.4M 6.2% #lvmenss24

Louis Vuitton’s Race to the Top Total EMV Generated by LV x

F1 Collaborations
Eng. Rate June 23, 2023
Once again, Louis Vuitton invites @pierregasly to the
menswear show.

Luxury fashion brand Louis Vuitton stands out as a prime beneficiary of    Lefty and Karla Otto unpick the key EMV drivers from 2022
Formula One's cultural influence. Through its sponsorship of esteemed onwards
events like the Monaco Grand Prix, complete with trophy trunks and VIP
boxes, and by dressing some of the sport's most notable figures, the brand
has amassed an impressive $6 million in Earned Media Value (EMV).

EMV per Event 5

Special Projects VIP Dressing Brand Events

$1.6M EMV

Cannes Film Festival 2023

May 30, 2023

The brand dress F1 racer
@pierregasly for his attendance at the
F1 Grand Prix de MonacoTM prestigious Cannes Film Festival 6
May 28, 2023
$60.1K #lvmenss24

$202K EMV 3
EMV
June 23, 2023
The brand invites friend of the brand
@lewishamilton to Pharrell William’s debut
show for Louis Vuitton.

1 F1 Grand Prix de MonacoTM

$3.9M
May 24, 2021 2 @lewishamilton EMV generated for LV
Louis Vuitton teamed up with Automobile Club from 2023.
Monaco to create a one-of-a-kind travel case,
presented to @maxvertappen1 in 2021.
#lvmenss23

$135K
June 24, 2022
EMV @pierregalsy attends the Louis Vuitton
SS23 collection

$57.5K EMV

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 THE INFLUENCE OF SPORTS THE INFLUENCE OF SPORTS

KEY INSIGHTS & TRENDS

Sports & Style:

A Clear Win
Game, Set, Gucci

Italian tennis sensation Jannik Sinner didn’t just steal the

1/2
Half of Wimbledon’
spotlight at Wimbledon 2023 with his powerful ground
2023’s EMV Is
strokes; he also made a bold fashion statement by flaunting Generated by
a monogrammed Gucci bag courtside. This iconic moment Fashion Brands.
not only challenged Wimbledon’s strict dress code but also
marked a historic entry of luxury luggage onto the court.
Sinner’s post generated an impressive $175,000 in Earned
Media Value (EMV) for Gucci, according to Lefty data.
$175K
   While tennis has long been associated with sports EMV Generated
brands and luxury ties, Lefty’s data reveals a changing by Sinner’s post.

landscape. Fashion brands now claim a larger slice of the

Wimbledon pie than their sports counterparts, contributing
over half of Wimbledon 2023’s EMV at $13.5 million, while
sports brands generated $4.4 million.

A new generation of socially-

savvy and style conscious
athletes are driving
opportunities for brands to
expand cultural reach

In the picture: Jannik Sinner of Italy at The Wimbledon Championship. Getty.

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All Eyes on the NBA and NFL BOSS Defines it’s Athletic Edge

As reported by Sports Business, beyond traditionally elitist sports such The NFL’s icons boast just as much style credibility, with fashion brands
as F1 and tennis, luxury brands are recognizing the mass appeal of style- accounting for over 32% of the share of voice by EMV. BOSS continues
savvy stars in the NBA and NFL. to define its athletic edge, collaborating with NFL players and tapping
   NBA stars, in particular, are rewriting off-court style with their into the entire ecosystem of the NFL with a range of merchandise
legendary 'Tunnel Fits,' showcasing directional styling from the likes of collaborations and athlete partnerships - boosting it to the number #3
Rick Owens and Thom Browne. Their impact has caught the eye of major most visible brand in the sector. Notably, Netflix’s recent ‘Quarterback’
fashion brands: in Men's SS24, athlete rankings surged from #14 in AW23 series is poised to have the same cultural impact made by F1’s ‘Drive to
to #5 in SS24’s show attendees, with Lefty monitoring a remarkable 120 Survive,’ making the sport ripe for partnership explorations.
athletes throughout the season – 37% of whom were NBA stars. LeBron    For brands eyeing the lucrative US market, aligning with stars and
James alone generated over $1 million EMV with his appearance at Louis clubs across these popular leagues could prove a rewarding opportunity.
Vuitton.

Worldwide Media-Rights Revenue x Selected Sports

0 5 10 15 20 25

Football

American
Football
LeBron James wearing Thom Browne. Lachlan Cunningham/ Getty Images.

Basketball

Baseball

Motorspot

Ice Hockey

Cricket

Golf

Source: SportBusiness

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 THE INFLUENCE OF SPORTS THE INFLUENCE OF SPORTS

Luxury Brands: The Leaders Dolce & Gabbana leads the pack in brand visibility thanks to its successful
campaign featuring football superstar Erling Haaland, generating $6.54
many others. The partnership trend between fashion brands and athletes
is on the rise, with more than 80 top fashion brands joining forces with
EMV, $ Engagement Rate million in EMV or 42% of its total EMV. Meanwhile, Louis Vuitton has athletes in 2023.
solidified its position as the go-to brand for athlete partnerships, with a
lineup that includes Carlos Alcaraz, Lewis Hamilton, LeBron James, and

16.4M 7.4% 14.4M 10.1% 12.8M 6.5% 6.7M 2.7% 6.1M 8.3% 4M 14.2% 3.9M 11.3% 3.4M 4.3% 3.2M 5.6% 2.8M 6.1%

Dolce & Gabbana Louis Vuitton BOSS Tommy Hilfiger Rolex Burberry Gucci Prada Tiffany & Co. Calvin Klein

Top Posts per Brand

@erling.haaland @vinijr @richarlison @sergioramos @carlitosalcarazz @hm_son7 @jackgrealish @pedri @karimbenzema @hm_son7

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KEY INSIGHTS & TRENDS

The Sport Of Influence

Kicking and Streaming The #1 non-athlete influencer across sports
EMV, $ Engagement Rate
With much of a game’s value now hinging on viewership and
brand visibility, many sports entities and sponsors are investing
@anuel
more heavily in influencer marketing during games in order to
Champions League
drive visibility and meet consumers where they’re spending time
4M
– live streaming sports via their mobile devices. 5.9%
   Although celebrity appearances are not a new con-
cept, the impact of social media has reshaped the culture of
@martingarrix
celebrity and its impact on sport, meaning that who’s at the game Formula 1

$359K
is just as important as who’s in the game.
5.4M
3.2%
Gen Z Drive Demand for Celebrity Content
EMV Generated by @moorrgs
@arianagrande with Tennis Content.
This shift resonates more deeply with younger genera- Wimbledon
tions. According to Lefty’s data, Millennials and Gen Z 5.8M
demographics are the most engaged in sports content, 1.6%
which showcases not only how these generations are vi-
ewing sport across media platforms, but how they’re en- @therock
gaging with the ecosystem of entertainment within the sport NFL
industry. 12.8M
   As a result, sports entities are creating more strategic social 0.2%
media strategies and influencer partnerships, working with popular The Power of the Partner Who’s at the game
K-Pop icons to fashion influencers, ultimately broadening the appeal
and audience of sports overall.
@agustd
NBA As athletes achieve global stardom, brands are rethinking the
is now as important as
12.8M role of partners in connecting with fans. The traditional ‘WAG’ who’s in the game.
13.9% label (Wives and Girlfriends) is evolving as partners of players
(or ‘POPs’) venture into content deals.
@glennondoyle    Take Morgan Riddle, girlfriend of US tennis star Taylor
Women’s World Cup Fritz, for instance. In 2023, she partnered with Wimbledon
249K for ‘Wimbledon Threads,’ a fashion series whereby Riddle
3.3% interviewed attendees about their outfits. The content aired
across Wimbledon’s social channels, raking in $359K in EMV.
For brands not naturally tied to a sport, teaming up with a
partner offers a lucrative avenue to engage fans and redefine
In the picture: Taylor Fritz and partner Morgan Riddle look on ahead of
Refine your influencer strategy with Karla Otto’s athlete branding. The Championships - Wimbledon 2023. Clive Brunskill/ Getty.
Reach out Today!
Influencer Services.

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SPORTS

THE SPORT OF INFLUENCE CASE STUDY Court Side KOLs Split by EMV

The NBA Celebrity Strategy

The NBA has historically welcomed celebrities courtside of the FROW. Notably, according to SportsBusiness in 2022, the
– and stands out a as leader in influencer relations. Mo-
re recently, the association has amped up the diversity of its
NBA is the third biggest streamed sport globally, meaning that a
diverse range of influencer partnerships makes perfect business
27.1% 7.4%
influencers, working with the likes of K-Pop & Reggaeton stars sense to heighten its global appeal. Musicians Actors
as well as enveloping fellow athletes on the basketball equivalent

46.1% 14% 4%
Top Posts Influencers Athletes Comedians

@shakira @ch14_ @anuel @christucker

Ratio of Women to Men Posting

$2.7M EMV 3.1% ER $1.4M EMV 22.5% ER $1.3M EMV 3.5% ER $1.3M EMV 56.7% ER 43.2%
Women

Top 3 Teams Activating KOLs

New York Knicks Miami Heat Detroit Pistons

56.8%
Men

$13.6M EMV $11.7M EMV $11.6M EMV

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KEY INSIGHTS & TRENDS

Lynn Williams of the United States wearing Martine Rose x Nike. Brad Smith/ USSF/ Getty.
Women Rising
Empowering Shifts in Female Sports ted inspiration among the next generation of young women.

The release of the “Barbie Movie” alongside the Women’s World Women Boast Record Engagement
Cup heralded a fresh wave of female empowerment in 2023.
Amidst the historically male-dominated sports arena, change is in This change is chiefly propelled by the upsurge in televised women’s
motion. sports, propelling female athletes into the spotlight. Lefty’s data showcases
   FIFA chief women’s football officer Sarai Brennan said that female athletes’ engagement rates surpass their male counterparts
before the tournament kicked off that it expected with an impressive 14.3% rate.
to reach an audience of over 2 billion viewers,
surpassing 2019’s 1.12 billion. Meanwhile, Lefty’s da- Brands Embracing Female Athletes
ta highlights notable audience shifts in comparison to other sports
studied. Social media engagement statistics underscore female Industry leaders like Nike are driving transformation. During the
audiences’ made up a substantial 44% of audience data, a sharp prestigious Haute Couture Week, Nike’s ‘Goddess Awakened’
contrast to the mere 17% across other categories. Particularly, performance united a cohort of Nike athletes in a dance narrative
young women aged 13-17 emerge with a 5% audience rate, outpacing of feminine expression. This event, according to Lefty’s data,
their male counterparts at 2%, showcasing how the event has igni- generated over $650K EMV, epitomizing Nike’s significant
investment in women’s wear and women athletes.
   As the impact of female athletes grows in tandem with
increased viewing of women’s sports, opportunities for brand
Lefty’s shifting audience shows partnerships are expanding in the sector. Several brands swiftly
how the WWC has ignited recognised this potential. Martine Rose partnered with Nike,
outfitting the USA squad in formalwear, while Prada did the same
inspiration among the next for China’s team. Emerging designer Grace Wales Bonner crafted
generation of young women. Jamaica’s team kit for the tournament. However, the opportunities
aren’t limited to fashion: Lefty’s data presents the proliferation of
market categories entering partnerships with women – beauty, for
one emerges as an under explored market opportunity.
$515K
Martine Rose x Nike
(Highest ER among 2023 brand
and sports collaborations -
18.90%)

$9M 14.3%
EMV Generated by 319 Women’s World Cup
Active Players Average Engagement

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Audience Impacted by WWC

Analysis based on the WWC 2023 Players Analysis based on the top 20 C. League Players
Female 44% Male 56% Female 17% Male 83%

13-17 18-24 25-34 35-44 45-64 13-17 18-24 25-34 35-44 45-64

The Most Impactful Players for #fifawwc 2023

Influencers Team EMV In Campaign Engagement Eng. Rate

8.6%
@alishalehmann7 1.3M
5.2%

7.5%
@alexiaputellas 798K
8.3%

15.1%
@aitana.bonmati 615K
13.6%

39.5%
@zeciramusovic 218K
10.2%
Wales Bonner Spring Summer 2024 Menswear (Spotlight).

27.8%
@catperezj 163K
3.4%

27.6%
@alozieee 162K
16.7%

16.5%
@daphnevdomselaar 158K
8.6%

32.2%
@olgacarmona 142K
10.8%

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WOMEN RISING INTERVIEW “I don’t think any luxury brand has

What type of brands do female athletes
owned the women’s game. There are so
@ellatoone many personalities in the game, and with
attendance figures and viewership going
gravitate towards and why?

through the roof, it’s a perfect time to get All brands! My teammates love designer
Profile Information involved.” brands - who doesn’t?! Fashion and beauty are
so important to me. If I don’t get my nails and
Lioness Ella Toone was one of the star players in the Women’s ­— Ella Toone eyelashes done before a game, it’s just not the
World Cup. The attacking midfielder has inspired young wo- same. We’re girls at the end of the day and we
men all over the world, not only with her football, but her pre- like to make an effort. Look good, play good as
sence on social media and her love for fashion and beauty. What’s the long-term pathway opportu-
they say!
   We talk exclusively with Ella about the rise of partners- nities for female athletes?
hip opportunities within women’s sports.

Opportunities need to keep on impro-

ving for female athletes. Every little girl
should have the chance to play sport
Q: How are you utilising social media and that’s so important. Things are im-
to spread awareness of the Women’s proving and facilities are continuing to
game? open throughout the UK - so good signs
- but there needs to be more. I’m very
fortunate to have a facility built from the
football foundation named after me in
A: For me it was the realisation of having an
my community, and hopefully that can What would you say is the current level
impact on children. I think the Euros chan-
help encourage more female players to of involvement of luxury brands in wo-
ged that, my team and I were getting inun-
get involved in football. men’s football?
dated with requests and videos so I decided
to create my own YouTube Channel to give
back to my fans and show them a bit behind Are you getting more brand
the scenes and what I get up to. I don’t like opportunities since the Women’s There’s been a massive uptick in fema- Very little to be honest, a few brands
big cameras so it started with my social me- World Cup/ Euros? le audiences watching women’s sports, have flirted with it but I don’t think any
dia guy filming me on his phone travelling do you think this will have a knock-on luxury brand has come and owned the
up and down the country. I wasn’t sure of the effect in other sports? women’s game. It’s such a fantastic
impact of it at first -- but it’s grown quickly After the Euros, yes, there was some incredi- opportunity now to come up in and do-
and even young girls were coming up to me ble opportunities for myself and the team. I minate the market as there are so many
in Australia saying they they can’t wait for haven’t seen that type of attention after the I’m hoping so. Winning the Euros has had a characters and personalities in the
the next episode, which was so good to hear. World Cup. Maybe because we were beaten massive impact on more participation and game and with attendance figures and
How could they be watching my content in the final (laughs), or focus has shifted long may that continue across all sports. If viewership going through the roof it’s a
from the other side of the world?! It’s mad! elsewhere, but I do feel more brands need to we can inspire children to participate in any perfect time to get involved.
create opportunities for the women’s game. sports that just an amazing feeling to feel
that we’ve made a difference.

Ella Toone controls the ball after the FIFA Women’s World Cup
Australia & New Zealand 2023 Final game. Getty.

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Scoring With Beauty An Under-Explored Market

And Wellness Tom Daley x Rimmel

Manchester United
x Estée Lauder Arsenal WFC x Il Makiage

$1.5M $286K $49.5K

The synergies between sports, beauty, and wellness

T appear naturally aligned. Yet, the market remains under- Manchester Utd’s Skincare Moment
R KE ITY
MA TUN
explored in brand partnerships, constituting a mere 0.5% Boyd’s sentiments are affirmed by several recent brand partnerships
R of collaborations. Such alliances predominantly gravitate across male and female teams: ‘In July 2023, Manchester United
P PO
O towards mass-market, performance-centric brands tai- Men’s team welcomed Estée Lauder as their Skincare partner,
lored for a male demographic, as highlighted by Lefty's data. while New York’s Il Makiage partnered with Arsenal Women’s
   Karla Otto and Lefty's experts forecast a change in beauty's team as their official beauty sponsor. Pioneering inclusivity, British
escalating influence in sports, driven by the burgeoning impact Diver Tom Daley became Rimmel London’s first male ambassador,
of women's sports and the evolving societal shifts surrounding yielding substantial EMV in a partnership that developed from
gender identity. placements to a product collaboration.
Tom Daley Made With Love X Rimmel London Collection. Coutrsey of Rimmel London.

Redefining Appeal Power and Beauty

“Beauty products which lean into the performance narrative are Our insights mirror broader beauty spending trends. Clearpay
an obvious fit when it comes to sporting talent. Think: active, data reveals a 77% YoY surge in UK men’s beauty expenditure, with
cosmeceutical skin care, SPF etc. But what I think we are going to Gen Z men proving the leading catalysts for change, increasing
start seeing much more of is also makeup, hair care, fragrance talent spending by 68% YoY, constituting 27% of sales in beauty. “We all
partnerships that aren’t relying solely on performance messaging. know that the beauty industry has historically been linked to fixed
comments Madeleine Boyd, Karla Otto’s Global Vice President of ideals around femininity, while sporting prowess has typically
Strategy, Beauty, addding, “Sports stars can love beauty on and off been seen as a masculine trait,” comments Boyd. “As both fields
the field.” are slowly becoming more fluid and inclusive, so too comes greater
opportunity for beauty and sporting industries to interact. The
“As both fields become more overarching sports message is: you can still be powerful and enjoy
fluid and inclusive, so too comes beauty.”

greater opportunity for beauty Let Karla Otto’s Beauty Team steer your Influencer Strategy.
and sporting industries to
Reach out Today!
interact. ”
­— Madeleine Boyd, Karla Otto

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Top Collaborations Covered by Alisha Lehmann Instagram Posts

SCORING WITH BEAUTY AND WELLNESS CASE STUDY

@alishalehmann7 Sports Gaming Car Rent Hospitality

“Favourite things to do and ”.

­— Alisha Lehmann

$12.4M $800K
EMV generated for all brands with EMV generated for beauty
21 posts across 10 industry brands only.
verticals. Adidas EA Sports Fifa Classic Car Rent Resorts World Bimini
1.96M 3.87K 1.34K 3.05K 1.25M 3.91K 1M 3.19K

Fashion Jewellery Hospitality Hospitality

Instagram Followers Evolution, M

BSC YB Frauen West Ham United Everton (Loan) Aston Villa

3 July 2023
Lehmann is selected for the 2023
15
World Cup for the Switzerland
Boohoo MJ Jones Melia White House Waldorf Hilton
National Team
830K 1.88K 644K 2.17K 579K 1.95K 495K 166K

Beauty F&B
10 As more Women athletes cut through the noise,
brands should lean into partnerships that resonate
with their image.

Alisha Lehmann's profile highlights her love

5 for beauty. Yet only perfume brand, Import
2 March 2018
Parfumerie, has began working with Women's
Lehmann scored her first
football's most visible female athlete.
international goal against Finland
at the 2018 Cyprus Women's Cup.

0 Import Parfumerie Coca Cola

2016 2018 2020 2022 304K 833 73.6K 288

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KEY INSIGHTS & TRENDS

Momiji Nishiya at the Dew Tour. Tim Nwachukwu/ Getty.

Rooting For The Underdog
New Faces & Niche Sports The Emerging Athletes to Watch
EMV, $ Engagement Rate
Whereas brand deals used to be reserved for the highest
profile athletes, the rise in views of niche sports and a
plethora of young athletes are enabling a new wave of @wemby
Basketball
partnerships, creating a perfect entry point for product
placement for brands with budget limitations. The Olym- +942%
12.1%
pic and Paralympic 2024 Games in particular will be pri-
med for opportunities, having announced several new
@momiji_nishiya830
categories that are set to welcome a new wave of sports
Skateboarding
stars. Breakdancing, a new weight in women’s boxing,
+816%
kitesurfing and many more join Tokyo’s introductory o-
7.6%
ffers of surfing, climbing and skateboarding.

@shai
Reaching New Markets Basketball
+204%
Working with a global set of sports stars is a great way to enter a new
12.9%
market and reach new audiences. Jo Malone London tapped rising NBA
star Jarace Walker to promote their Men’s Fragrance in the US market,
@jobebellingham
utilising the powerful cultural cache and high-reach of the sport stateside.
Football
Meanwhile ROXY recently signed India’s first professional Indian surfer
+162%
via Ishita Malaviya.
42.9%

Community, Culture and Values @balzersara

Fencing
When it comes to working with new talent, it’s not all about mass
+30%
followings. Choosing a profile which is aligned with brand values 8%
and has an audience who is the correct demographic and highly
engaged with the profile's content can create a more authentic
@asmaelbadawi
message when it comes to partnerships. Karla Otto and Lefty
Basketball
lead in identifying emerging talent for partnerships, and uncovering
+24%
the key metrics that showcase the validity of the talent. 6.1%

Know who’s next with Karla Otto’s dedicated

Contact Karla Otto!
Influence & VIP Team:

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Action Points
Selecting the Right Talent & Building Relationships
1
Choosing the perfect athlete for your brand is crucial. Their authenticity, closely tied to their performance, should align with
your brand values and resonate with your target audience. Lefty's tools help you assess an athlete's profile metrics to ensure
a seamless fit while tracking the impact of your influencer campaigns. Meanwhile, Karla Otto’s over 40 year expertise in
forming globally recognised partnerships and collaborations allows us to steer brands into the centre of culture.

Capitalising on Emerging Markets

2
The sports industry’s growth, evolving athlete profiles, and shifting cultural dynamics offer exciting opportunities beyond
traditional sports partnerships. Explore markets like beauty, accessories, hospitality, and travel. Rely on Karla Otto’s global
expert teams in creative fields for market insights and culturally-relevant strategies.

Understanding Cultural Influence

3
Prioritising culture and community in your brand strategy is pivotal for global recognition. Sports now not only have media
value but also cultural significance, fuelled by docu-series and strategic brand collaborations. Engage with Karla Otto’s VIP
team to explore diverse ways of partnering with talent while measuring the impact using Lefty’s unmatched influencer tools.

Embracing Fresh Talent

4
In a saturated sports landscape, working with emerging athletes and trending sports can provide an authentic connection
Bags of footballs of the Denver Broncos. Jayne Kamin-Oncea. Getty Images.

with a new audience at a more cost-effective rate. The upcoming Olympics and Paralympic Games present a prime
opportunity to engage with a wave of new sports talent. Collaborate with Lefty and Karla Otto to discover and evaluate the
impact of these rising stars on your audience.

Innovative Activation Strategies

5 Strategic presence at key events is essential for success. The upcoming Paris Olympic Games offer an abundance of
opportunities for pop-ups, events, and influencer partnerships. Consider partnering with POPs (partners of players) for an
authentic influencer marketing approach during your brand’s significant moments. Connect with Karla Otto’s Insights and
Digital team to craft unforgettable brand experiences at these pivotal events.

Learn more about our services today.. Contact Karla Otto! Contact Lefty.io!

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Novak Djokovic at the 2023 Wimbledon Championships. Getty.

Data
Appendix
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BRANDS COVERED IN THE STUDY SPORTS BRANDS BY NUMBERS

$485M
Sports apparel giants Adidas, Nike, and Puma dominate the industry. Adidas stands out as the
Top 20 Sports Brand EMV, $ Gucci 3.9M
most prominent brand. In contrast, all other sports apparel brands fall behind, collaborating
Adidas 226M Prada 3.4M with fewer than 100 athletes. This reveals a substantial opportunity for growth and expansion
EMV within the industry.
Puma 73M Calvin Klein 2.8M

Nike 59M Ferrari (clothing) 2.5M

Strategy Matrix
Red Bull 53M Thom Browne 2.4M

Under Armour 22M Rick Owens 2M 6

Average Eng. Rate, %
Oakley 12M Mr Jones 1.5M
New Balance Puma
Mizuno 8.6M Lacoste 1.2M 5 6 7 8 9 10
5
Adidas
New Balance 6.7M Kenzo 1M
EMV, $

Post Frequency
Callaway 5.2M Dior 1M
215M
4
Yonex Tennis 5M Mango 1M

Wilson 4.9M Etam 0.4M Under Armour 108M

Nike
Wilson Tennis 4.7M Balenciaga 0.4M 3
10M
Head Tennis 4M Giorgio Armani 0.4M

Bell Racing 3.5M Lanvin 0.3M

2
Tecnifibre 3.1M 0 100 200 300 400
Asics 2.5M Top 20 Accessory Brand EMV, $ Profiles

On Running 2M Rolex 6.1M

Babolat 1.5M Tiffany & Co. 3.2M The Most Influential Posts for Sports Brand
Fila 1.2M Hawkers 2.8M
Adidas Adidas Adidas Nike
Jordan 1.2M Hublot 1.7M

Mr Jones 1.6M

Top 20 Fashion Brand EMV, $ APM Monaco 1.2M

Dolce & Gabbana 16.4M IWC 0.8M

Louis Vuitton 14.4M Breitling 0.5M

Boss 12.8M Bulgari 0.5M

Tommy Hilfiger 6.7M Bell & Ross Watches 0.4M

@lionelmessi @lionelmessi @judebellingham @earling.haaland
Burberry 4M
$12.9M EMV 2.7% ER $8.9M EMV 1.9% ER $6.9M EMV 70.2% ER $6.6M EMV 11.2% ER

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