KORE PRESENTS

State of the Industry 2024

Leading Sports Partnership Trends and Insights

A Data-Driven Annual Review of Global Sport Sponsorship Insider

Intel, and Trends & Spend Across the Big Five 2023/24 Seasons.
KOR E | STATE O F TH E I ND USTR Y

Topics Overview
1. Introduction - About KORE, Global Footprint,
What was Analyzed

2. KORE Perspective & Recap of 2023 by the Numbers

3. Survey - Brands & Rights Holder Perspective

4. Breaking Down Spend Data

5. Focus Product on Women

6. Social Deep Dive

7. Top Content

8. Audience, Fan Engagement, Post Analysis

9. Conclusion and Key Takeaways

10. Bonus Content – Post Analysis

O VE R VI E W 2
KOR E | STATE O F TH E I ND USTR Y

Introduction Terms to Understand

KORE stands at the forefront of a transformative era in sponsorships, harnessing a As you review this report.
synergy of data and partnership insights that propels the industry forward. Reflecting
on the momentum gained through 2023—marked by KORE's strategic acquisitions Brands: As buyers in the sponsorship
relationship, brands are companies or
and an expansion beyond our software origins—our trajectory has been nothing
organizations that invest in partnership
short of groundbreaking. opportunities with sports teams, events,
athletes or influencers to achieve
Last year, we initiated a pivotal dialogue on the power of sponsorship growth, marketing objectives like increasing
pointing to predictions of an industry on the verge of surpassing $116B in spend by brand awareness, enhancing brand
2027. This year, we continue to validate that foresight with concrete data: the image, and driving sales.
unmistakable value and growth trajectory illuminated by our data points, analytics,
industry surveys and insights. Rights Holders: The sellers, rights
holders are entities that own the
Our findings spotlight a vital need—alignment is the key. While 70% of rights marketing rights to a sports team, event,
holders try to pinpoint their brand partner's goals, an overwhelming 81% or athlete, including sports organizations,
acknowledge the imperative of aligned goals, values, and strategic fit with their event organizers, or individual athletes.
As sellers in the sponsorship
partners. Conversely, brands agree, emphasizing the necessity of goal congruence,
relationship, they offer brands the
brand resonance, and cost-effectiveness in partnerships. Yet, a disconnect lingers— opportunity to associate with their
63% of brands perceive a gap in understanding from the rights holders' side property in exchange for financial or
regarding their objectives. other forms of support.

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Creating More Powerful

Partnerships for +22 years.

200 500K $5B $12.4B

Experts passionate Brand, team, league, Global sponsorship Annual social
about partnerships, event, venue, and athlete transactions sponsorship value
data, and results accounts tracked managed YOY measured

Working with 900+ of the world’s most valuable brands, properties and agencies.

4
I NTR O D UC TI O N | WH O I S K O R E ?
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KORE’s Sport Graph tracks & analyzes all
sport & influencers across social networks.

Sponsorship
Synergy:
Uniting Data,
Goals & Vision
KORE’S global footprint brings it together.

With the largest sports and entertainment

data pool and access to near-time insights
through our industry leading sponsorship
platform, KORE is paving the path to support
the sponsorship tech industry's rapid growth.

Our unified data empowers brands and rights Spend Tracked Fan Connections Sport Graph
holders to forge and elevate partnerships
In our Sponsorship
with a shared vision and measurable success. Spend Data
32B 500k+ Entities
Not in our Sponsorship
3B Social Posts
Spend Data

I NTR O D UC TI O N | GL O B AL F O O TP R I NT 5
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One Holistic Solution

To partner better, together.

End-to-End Solution
Single solution to handle the full partnership
lifecycle from inventory management, contracting,
and financial controls through to activation and
evaluation.

ONE Platform, ONE Partner

Seamless experience for the full partnership
operations through a single platform with a single
team to support you.

Integrates Seamlessly
Built to fit alongside any existing tech stack and
data providers with capabilities to extend to fit your
unique needs.

I NTR O D UC TI O N | C ENTR AL I ZED P L AT F O R M 6

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The Data Powering the Insights

56K Sponsorship 19M Social Posts & 1.7K Industry Survey

Deals Trends Answers
From 1K+ Brands & From 150K+ Sports Entities From 60+ Brands &
Rights Holders in 2023 Rights Holders

Sponsorship assets Engagement, viewership Goals / Objectives

Revenue, spending Brand exposure & valuation Challenges
Partnership objectives Follower trends & Opportunities &
audience data Future Outlook

Aggregated, anonymized & opt-in deal data The KORE Sport & Entertainment Graph First of its kind 27 question industry survey
from the world's most recognizable rights maps, aggregates and analyzes all social from over 60 brands and rights holders in a
holders, agencies and brands. activity from over 500K accounts globally. variety of locations, sports and industries.

I NTR O D UC TI O N | WH AT WAS ANAL YZE D 7

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The Future of Partnerships is Growth Fueled

by Partnership Alignment.
Year in Review: 2023

111B $12.4B
Global Sponsorship
Spend is up

4% YoY Total Social

Engagements +10% YoY
Total Social Brand Value
+3% YoY

So c ial data fro m 2023-01-01 to 2024-01-01

K O R E P E R SP E C TI VE : GR O WTH & AL I GNM E NT 8

KOR E | S TAT E O F TH E I ND USTR Y

Unlocking the Keys to Sustainable

Partnership Growth
We recognize the strength of partnerships and the clear indicators of continuous growth in
the industry. To harness this potential, nurturing genuine partner synergy in sponsorships is
imperative. Currently, an alignment gap exists; rights holders and brands often feel
misunderstood by their partners, highlighting a need for better alignment.
As spending, engagements, and partnerships expand, the question arises: Are both sides
truly in sync? How can the industry evolve to scale with the undeniable, future growth
of partnerships while maintaining authentic fan connections? Let's review the data first.

KOR E PER SPECITIVE: SUSTAINABLE GR OWTH 9 9

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Social Engagement is Part of Sport

111B Engagements in 2023 28.0B
29.1B
27.9B
27.1B 27.3B
26.4B
24.4B 25.3B
24.1B
21.5B 22.2B 22.4B
17.9B 20.2B
17.8B

13.4B

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2020 2020 2020 2020 2021 2021 2021 2021 2022 2022 2022 2022 2023 2023 2023 2023

The spike in 2023's second quarter equates to 17% growth for that quarter, TREND: Video views grew 26% year-over-year, while
year-over-year. The top solitary drivers of this engagement growth are global the amount of posts fell 2.6%, this means, less posts and
football entities with Real Madrid (3.5%), UEFA Champions League (2.8%) and a more quality video content is in demand.
Manchester City (2.4%) accounting for half of this climb. We see a slight dip in
the final quarter of 2023, which is more normalized compared to 2022's fourth
quarter which was when the 2022 FIFA World Cup was held.

K O R E P E R SP E C TI VE : C UM UL ATI VE SP O R TS F ANS B Y SO C I AL 10
P L ATF O R M

Social Data from 2020-01-01 to 2024-1-1

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KORE Perspective: General Global Trends

Women's focus. Higher spend for higher valued partnerships.

54% $116B 14% v

Of brands surveyed are targeting Forecasted global spend Fewer deals despite
partnerships with women's sports by 2027 increased spend

Consolidated partnerships continue to shape the future of brand marketing.

As we move into 2024, the trend of strategic, consolidated partnerships streaming and broadcast commercials indicates a diversified approach with
continues to define the sponsorship landscape. Brands are leveraging digital content playing a crucial role in attracting and engaging local
data and measurement tools to optimize their investments, focusing on audiences. The challenges of acquiring and maintaining long-term sponsors
partnerships that align with their core values, as evidenced by 80% of underscore the need for innovative strategies, with a clear move toward
rights holders surveyed. The blend of local and national sponsorships, digital and social media engagement for the success of future partnerships.
especially around NIL (Name, Image, Likeness) athletes, and seen on

K O R E P E R SP E C TI VE : GL O B AL TR E ND S 1. Business Wire 2022 11

KOR E | STATE O F TH E I ND USTR Y

Sponsorship Value in Social

Adjusted Ad Value (AAV)
$13.4B
Social media continues to be a powerhouse for brand exposure, generating an
$12.4B
estimated $12.4B in total adjusted ad value (AAV) across platforms in $11.8B $12.0B
2023. Despite the slight dip in 2022, due to fewer deals created in 2021, the
average annual growth rate from 2019 to 2023 stands at 9.76%. Excluding the
anomaly of 2021, due to effects of the pandemic, the growth rate accelerates to
12.54%, demonstrating the consistent upward trend in social media's influence. $8.9B

The increase in branded posts, engagement, and views year-over-year and

AAV ($)
compared to pre-pandemic levels in 2019 highlights the critical role of content
selection—from videos to text mentions—in forging successful brand partnerships.

TREND QUOTED:
"With stories and reels, fans prefer raw and point-of-view content, making it the
go-to format for athletes as it is much easier to produce. And despite challenges
from Snapchat and TikTok more recently, Instagram remains the 800-pound
gorilla of social media."
- RJ Kraus, Co-founder of Hookit

*Quoted in Sportico, Feb. 25th, 2024

Badenhausen, K. (2024). Messi Instagram Followers Hit 500M. Sportico. Social Data from 2019-01-01 to 2024-01-01

K O R E P E R SP E C TI VE : SP O NSO R SH I P VAL UE 12
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Quantifying Social
Promotion
Sponsorship Value Quality Factors

Step 1: Identify
Brand Promotion Position Coverage Clarity

Step 2: Max Ad Value (MAV) =

Total engagements x CPEs
Competition Crowding Viewership

Step 3: Adjusted Ad Value For comparison, Orlando Health

received a 40% Promo Quality
(AAV) = MAV x Promo Quality from this post.

K O R E P E R SP E C TI VE : H O W I T WO R K S 13
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KORE’s Presents Top Videos

The top videos that fans shared and watched on repeat...
Women’s Global
Cricket American Football Football Basketball

1.2B
Most Viewed Video
Post in the NFL 96.8M 63.6M
Most Watched Video
of the 2022/23 NBA
65.4M
2023/24 Season. Season
"You Got This" Patrick Mascot, Rocky, makes
Mahomes, by adidas for the basket, from the
Super Bowl LVIII ladder! By NBA
L INK TO P OST L INK TO P OST

Most Viewed
Video of 2023 Most Viewed Video
During FIFA Women's
Cricketer, Hardik World Cup (TM)
Pandya's partnership
announcement with We've come a long way,
Battlegrounds Mobile women's football. By
India (BGMI). Hyundai
L INK TO P OST
L INK TO P OST

K O R E P E R SP E C TI VE : TO P SO C I AL VI D E O S O F 2023 Social Data from 2023-01-01 to 2024-02-20 14

KOR E | STATE O F TH E I ND USTR Y

Audience / Summary
29.8 Billion +11.7% YoY
Cumulative Sports Fans on Social

By Platform By Entity Type By Sport

45% Instagram 69% Athlete 55% Football

K O R E P E R SP E C TI VE | C UM UL ATI VE F ANS 15
Social Data from 2023-01-01 to 2024-01-01
KOR E | STATE O F TH E I ND USTR Y

About the Survey

Is your organization currently exploring or considering
The voices that shape new sponsorship opportunities in any of the following
Categories? (Select all that apply)
the sponsorship industry.

• Pioneering Survey: First-of-its kind, 26-question

deep dive into the sponsorship landscape

• Comprehensive Coverage: Explores partnership

criteria, spend, revenue, goals, operational
efficiency, and collaboration

• Future Forward: Unveils current trends and

forecasting future developments in the industry

• 60+ Brands and rights holders shared insights

between Jan 8th – Feb 3rd, 2024

I ND USTR Y SUR VE Y D E TAI L S 16

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Cultivating Connection
Survey reveals rights holders' (RH) outlook

Aligned Goals Local vs. National Biggest Challenge

70% of RHs are unsure 60% of rights holders Securing new
about their partners goals earn more from local sponsors and retaining
and nearly 60% of Brands sponsorships. existing ones.
feel that RHs don't fully
understand their goals,

Opportunity to Build Deeper Partner Connections

R I GH TS H O L D E R SUR VE Y R E SUL TS 17
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Rights Holder’s Difficult to

measure impact 58%
Top 3 Challenges Limited insight to
engagement

For maximizing sponsorship performance. Insufficient data

42%
To effectively maximize performance, rights holders are Weak activation
obstructed by three main challenges. strategies

Lack of clear
• First, an overwhelming 58% encounter difficulties in partner objectives 33%
measuring impact, which keeps them from demonstrating
the value they deliver. Poor partner
communication

• Second, the lack of access to robust data impairs 42%. Finding the right
partnerships
• Last, the absence of well-defined or communicated
objectives from their partners challenges 33%. Change consumer
behavior

Increased
Partnership Enhancement Opportunities competition

Unknown/
• Brands can support the improvement of sponsorship Not sure
measurement, cited by 62% as a top priority, by investing in the
tools & systems that provide actionable insights. Other

• Rights holders can commit to more frequent data sharing,

which 54% of brands think would improve the partnership.

B RR AI G
NHDT
S SS H
UO LD
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UR VS
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Rights Holder's Survey Highlights

Alignment with Brand Goals: 80% of rights holders Digital Content: Over half of the rights holders (53%)
prioritize partnerships with brands that have aligned are selling digital content as part of their sponsorship
goals, highlighting the importance of shared values in packages, reflecting the importance of online platforms in
sponsorship relationships. sponsorship deals. Yet 44% of rights holders' content
teams consist of 1-5 people to support this growing
Diverse Revenue Sources: While a majority (60%) of need.
rights holders earn more from local sponsorships, there's
a significant portion (40%) that derive substantial Challenges in Sponsorship: Securing new sponsors and
revenue from national partnerships, indicating a balanced retaining existing ones are the biggest challenges faced
approach to sponsorship sources. by rights holders, pointing to the competitive nature of
the sponsorship market.
Sponsorship Objectives: Brand awareness and fan
engagement are the top objectives for rights holders, Future Trends: Rights holders anticipate increased
emphasizing the focus on visibility and audience emphasis on digital activations and social media
connection in their sponsorship strategies. engagement in future sponsorship strategies,
underscoring the shift towards digital-centric approaches.

R IGH TS H OLDE R SUR VE Y H IGH LIGH TS 19

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A Call for Data-Driven Dominance

Survey reveals brands top objectives, targets and desire for more data.

Survey Participants Selective Boost Partner

Partnerships Synergy
85% the brand survey Top of Brands Wishlist:
responses were from 56% of brands work with
• Refined data metrics
industry experts that work 100 or less partnerships.
• More data sharing
in either marketing or • Better reporting
partnerships.

Opportunity to improve measurement capabilities

B R AND S SUR VE Y R E SUL TS

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Brand Goals: Awareness and Sales Conversion

85% of brands surveyed said that increasing brand awareness and generating
more sales were their primary goals of sponsorship.
Brand's Top Sponsorship Priorities

Digital Collaboration Opportunities

74%
Rights holders can effectively help boost their sponsors'
sales with timely, engaging digital tactics:
85%
• Embed Links: Add clickable links in content to guide fans to
sponsor products related to specific events.
81%
• Promo and QR Codes: Distribute unique discounts
or freebies (like free tacos when your team wins), or
discount on sponsor products for a show of talent, 85%
like an NBA player making 50 points that game,
involve live streaming fans.
• Social Tags and Codes: Combine athlete tags with sponsor 44%
promo codes or embedded links to extend
social reach, awareness, and direct shopping links.

B RBARNADNSD S USRUVREVYE R
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27%
Brand Targets: Women, 54%

Teams & Individual Athletes 15%

31%
Breaking down current brand targets.
8%
• Brands are strategically targeting digital and social assets this
year, with a heavy focus on women's sports and sports teams, 42%
both capturing 54% of partnership interest.
54%
• Depending on how you categorize individual athletes and
collegiate athletes, combined, that could be even a bigger focus.
38%
• We see a more cautious approach toward new arenas such as
pickleball, an emerging sport, and the Asian market with a 31%
modest 19% and 8% of interest.
19%

Digital Opportunities 23%

Teams and their athletes can work together on collaborative social 12%
activations to maximize the performance of their partnerships and
implement data-driven tools & tracking to prove the value created.

B RB AR NADNSD S USRUVR EVYE Y

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Digital Content & Data Measurement's

Role in Partnerships
Rights holders feel that their top partnership objectives are brand awareness, and fan engagement,
while 85% of brands top objectives are enhancing brand image and driving sales. These priorities are
centered on visibility. Digital content is more important than ever to achieve this. Do rights holders
have the infrastructure in place to support digital content obligations, its growth, and the ability to
measure the value their partners are looking for?

Eighty one percent of rights holders said that data analysis is moderately or minimally part of their
sponsorship or campaign activation decisions, yet most brands (62%) feel that improved data
measurement is the primary way to partner better together. Who is leading this effort, and can it be a
collaboration across both sides of the table? More conversation, expectation setting, and commitment
to data sharing between partners is needed to fill this gap.

B R ANDS SUR VE Y SUM M AR Y 23 23

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Key Opportunities to Partner Better

Goals & • Rights holders: 75% feel their partners goals and Challenges • Rights holders: Biggest challenges are securing
Objectives objectives aren't totally clear. in Sponsorship new sponsors and retaining existing ones.
Understood
• Brands: 63% feel that their partners don't • Brands: Primary challenge is measuring ROI and
fully understand their objectives. aligning sponsorship with overall marketing strategy.
• Opportunity: There is a wide gap of objective • Opportunity: Both parties could benefit from more
alignment. rights holders and brands should focus on collaborative approaches to address these challenges.
clearer communication and mutual understanding of For example, rights holders could provide more data
goals to bridge this gap. and insights to help brands measure ROI, while brands
could work more closely with rights holders to
integrate sponsorships into their broader marketing
strategies.
Digital • Rights holders: 53% are selling digital content as part
Content of their sponsorship packages.
Future • Rights holders: Anticipate increased emphasis on
• Brands: 60% are looking for digital content in their Trends digital activations and social media engagement.
sponsorship deals
• Brands: Also looking for more digital and social media
• Opportunity: There is a clear demand for digital integration in their sponsorship deals.
content from brands. Rights holders should continue to
• Opportunity: Both parties are aligned on the
develop the infrastructure needed to support and
emphasize their digital offerings to meet this demand importance of digital and social media in the future of
sponsorships. Collaborating on innovative digital
and attract more lasting partnerships.
activations could be a key area for growth and mutual
benefit.

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Sponsorship Benchmarking Survey

Receive the full survey results and insights, by reaching out to [email protected]
and request a copy of the 2024 Sponsorship Industry Benchmarking Report to learn:

• Geographic and occupational • Targets

demographics • Efficiency in operations
• Financial outlays • Prevailing industry movements
• Revenue • Projections on future trends
• Objectives • + More

SUR VE Y R E SULTS: R E QUE ST B E NCH M ARKING R E POR T 25 25

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Breaking it Down
What sectors are spending on what assets
and who/where is the value delivered.

We categorize global sponsorship spenders into 16 sectors. In this

section we break down how those sectors are spending on what
assets, who the biggest investors are, trends and opportunities to
target.

SPE ND B R E AKDOWN 26
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Spend Trends
More spend, less partnership deals.
+4% Spend, -14% deal count

53% 50% 44%

Deal revenue comes from Deal revenue comes from 4 Of Rights Holders are
signage & entitlements, 10% sectors: financial, food & looking to partner with
from digital specific activation beverage, retail and Logistics, Insurance and
automotive with financial Travel partners in the
spend at an all-time high coming year

SP E ND TR E ND S 27
K O R E | S TAT E O F TH E I ND USTR Y

Biggest Spenders

Global Sponsorship Spend Trends

According to KORE's 2023 spend data across global
sport, sponsorship partners in financial services deliver the highest amount
of revenue for rights holders. Retail spending rose 26% year-over-year,
while its number of deals dropped by nearly 32%.

Average Spend Average Spend

SPE ND TR E NDS: GLOB AL VIE W 2 28 2

Graph: percentage of revenue each sector drives for rights holders
KOR E | STATE O F TH E I ND USTR Y Big 5 Leagues
N. America

Financial Sponsors
& Rights Holders

R E V E N U E

#
O F
A strategic match in 2024.

D E A L S
T O T A L
In North America financial partners average 62% less in
total amount of deals than the food & beverage sector,
yet they spent nearly the same.
YoY Increase in revenue vs. # of Deals
Globally, the financial sector leads, spending 8% more Financial Sector

than food & beverage committing to 42% less deals.

R E V E N U E
Targeting financial organizations is a smart strategy

#
O F
across the globe but lends a bigger opportunity for

D E A L S
Rights Holders in North America versus the global view.

T O T A L

SP E ND TR E ND S: F I NANC I AL SE C TO R 29
Global
KOR E | STATE O F TH E I ND USTR Y

Biggest Spenders How N. America Big 5

League Spend Compares
The Big 5 Leagues view in North America is similar to the global view except for the
food & beverage sector leading the way. The financial sector (up 31% in spend since
2019) invested heavily in selective deals like entitlements (twice the amount as
leading entitlement investors in tech, insurance, retail, and food & beverage) and
signage.

Among the sectors we are watching due to increased spending since 2019 are; CPG
(up 39%), gambling ( up 31%), tech (up 28%) and entertainment (up 24%).

2 0 2 2 B I G 5 L E AGUE S SP E ND E R S 30
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Global Focus
Sponsorship Spending Trends
Sectors to Watch
According to our survey, global rights holders want to target
partnerships in the following sectors:

53% - Technology
Opportunity to sell: Tech companies have cut down on the number of deals YoY but
their biggest focus remains on tickets & hospitality, then signage and digital.

44% - Logistics/Transportation
Opportunity to sell: Logistics brands primarily look for tickets/hospitality or
digital/signage assets in the Big 5 Leagues across North America. Globally, logistics
brands are primarily focused on digital assets.

42% Insurance & Travel

Opportunity to sell: Insurance and travel brands look for big ticket assets (digital,
signage promotions) globally. In the Big 5 Leagues, travel and insurance brands focus
on signage, digital, and tickets/hospitality assets.

36% Entertainment, Automotive, Food & Bev, & Consumer

Packaged Goods (CPG)
Trends: Entertainment spend, deals, and partners decreased YoY. Automotive spend
slightly increased but deals decreased demonstrating that partners are willing to
spend more on the right deal. Sponsorship assets, revenue, and spending data or insights reflective of
2022/23 NFL, MLB, NBA, MLS, & NHL sport seasons.
3 21 2
SP E ND TR E ND S: SE C TO R S O N TH E R I SE
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Global
YoY Increase in revenue vs. # of Deals
Technology Sector

R E V E N U E
Selective Surge

#
O F
D E A L S
T O T A L
Partnerships in tech are a booming
opportunity in North America, Less
so, globally.
53% of rights holders are eyeing the technology sector
for partnerships, following its high spend in the North
America Big Leagues 2022/23 season, which
surpassed the average spend by 95%.

#
R E V E N U E

O F
However, 2023 saw a global reduction in tech sector

D E A L S
deals, although North America's leagues experience a Big 5 Leagues

T O T A L
sustained 38% increase in tech funding since before the N. America
pandemic.

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Spend & Value

Sponsorship assets, revenue, and spending data reflective of
2023/24 NFL, MLB, NBA, MLS, & NHL sport seasons.

Movement By Industry Industry

Retail
Social Value Rank

1
2023 Spend Rank

8
The sectors getting the most value
Food & Beverage 2 1
for their spend.
Technology 3 4

To identify who gets the best value from social media, we ranked sectors Automotive &
based on spend data and media exposure value. Retail continues to reign 4 7
Powersports
supreme in value gained in 2023, while their spend on North American Big
Leagues year-over-year remained relatively the same but dropped in ranking Financial 5 2
due to other sectors (communication & media, tech, gambling and healthcare)
Travel 6 11
that have increased spend.
Entertainment 7 12
Since the beginning of 2024 the automotive sector is trending up in social
value, while spend remains fixed. This trend could lead to substantial social Gambling 8 6
value increase for that sector. Entertainment organizations continue to rise in
value, with the lowest spend ranked. The financial and communications & Communications & Media 9 3
media sectors have the most opportunity to improve value across social
based on their spend. Industrial 10 10

Collab Opportunity: Brands in financial or communication & media Insurance 11 5

sectors could work with their partners to develop ways for their logo and
Healthcare 12 9
name to be positioned better within social media activations to earn more
branded value.
Social Data from 2023-01-01 to 2024-01-01
SP E ND TR E ND S: SE C TO R 'S GE TTI NG M O ST VAL UE 33
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Top Assets Compared to the 2023/24 season, signage,

entitlements, and tickets and hospitality,
collectively accounted for the same
in 2023/24 percentage of revenue as the previous year
at 70%, for rights holders. Social & digital
Asset inclusion discussion asset inclusion continues to climb, moving
across the North American into the 3rd most included deal asset, while
driving nearly 10% of sponsorship sellers
Big Leagues. revenue.
Sponsorship Assets Explainer:
Assets are the components of a partnership Opportunity: Brands and rights holders
deal, such as signage, entitlements, tickets can work together with digital activation
and hospitality, social, and digital. The first teams to visually work in brand signage or
graph on page 35 illustrates the proportion their logo treatment into social/digital
of sponsorship revenue linked to these media activations amplifying a brand's
assets and benefits. The second graph media exposure.
demonstrates the assets that are
consistently incorporated into contracts,
showcasing their importance in deal Rights holders that can measure the value
structure. ✓ Logo
of campaign activations with their partner’s
82% clearly $337K signage or logo placement can negotiate
visible AAV
Promo more favorable contract terms for
Quality ✓ Dedicated For
keyword/ Target similar campaigns.
hashtag
TOP ASSE TS IN 23/24 34
 KOR E | STATE O F TH E I ND USTR Y

Top Assets in 2023/24

Revenue drivers and deal inclusion across
the North American Big Leagues.
Signage and Entitlements Drive 53% of Rights Holders
Total Revenue

Signage

Entitlements

Tickets/Hospitality

Digital
Asset

Broadcast

Promotions

Audio

Community
• Tickets & hospitality, and signage remain the most included assets in deals year-over-year.
Print
• Social & digital asset inclusion continues to climb, moving into the 3rd most included deal
0%
0.00% 5.00%
5% 10.00%
10% 15.00%
15% 20.00%
20% 25.00%
25% 30.00%
30% asset, while driving nearly 10% of sponsorship sellers revenue.
% of Total Rights Holders Revenue

TOP ASSE TS IN 23/24 35

KOR E | STATE O F TH E I ND USTR Y

Top Assets By Deal Inclusion

2023/24 Big League Season

1 Tickets & Tickets & Tickets

67% Signage 73% 49% 70% Signage 61%
Hospitality Hospitality & Hospitality

2 Promotions 60%
Social & Social &
54%
Tickets &
46%
66% Signage 39%
Digital Digital Hospitality

3 Tickets Social &

Signage 59% 65% Broadcast 35% Signage 41% 40%
& Hospitality Digital

4 Entitlements 50% Promotions 46% Social & Digital 33% Entitlements 37% Entitlements 30%

Audio 38% Entitlements 44% Entitlements 33% Promotions 34% Promotions 27%
5

Social &
27% Audio 17% Promotions 30% Audio 29% Audio 19%
6 Digital

Snapshot: Tickets & hospitality continue to be the NBA's top asset for deals, but its inclusion has dropped
15% year-over-year. Since each league's previous season, social & digital asset inclusion continues to climb.
KOR E | SS TT AA TT EE OO FF TT HH EE I I NN DD UU SS TT RR YY

Global Football Fan Attendance

Focus Ticket Products on Women

Over the years our data has pointed to the imperative and high growth
opportunity of women in sport for partnerships. With the acquisition of London-
based Sports Alliance, a leader in fan engagement solutions across Europe, we
now have data highlighting the imperative to focus fan engagement marketing
on women supporters of all teams, leagues, athletes, and events.

Learn why.

F AN ATTE ND ANC E : F O C US O N WO M E N 37
KOR E | STATE O F TH E I ND USTR Y

Decade of Change
What We See​​
Female fans over 50 closing in on male attendance numbers.
• A decade's downward trend in
match ticket purchases​​

• Stadium revisits postponed: a

shift from 30s to 40s among adults​​

• Stadiums are experiencing

a notable rise in female attendance​

This graph illustrates a significant trend over

the past decade: the previously wide disparity in
stadium attendance in Europe, between male and
female ticket holders has notably decreased.

Specifically, the most recent completed season,

2022-2023, shows a reduced attendance
gap among females over the age of 50, reflecting
a positive shift towards gender balance in
sport events.

F AN ATTE ND ANC E Fan ticket data between comparisons of European football club seasons: 2011-12, 2017-18, and 2022-23 38
KOR E | STATE O F TH E I ND USTR Y

Gender Disparities Diminish

In stadium attendance for season ticket holders.

The ticket data seen here

contrasts the attendance trends
for Season Ticket Holders (STH)
over the last decade. A noticeable
change is that the distinct
patterns of attendance by gender
have become less defined,
indicating a blending of
behaviors.

Ten years prior, the attendance

rates of female and males were
largely comparable. However, the
2022-23 season exhibits a
decline in the average attendance
for both genders, signifying a shift
in dynamics for STH.

F AN ATTE ND ANC E Fan ticket data between comparisons of European football club seasons: 2014-15, 2017-18, and 2022-23 39
KOR E | STATE O F TH E I ND USTR Y

Sports Tickets: Male Buyers Flying Solo

Data reveals single males outspend those in households.

The data here present a trend where male

sports ticket buyers who are not part of a larger
household tend to spend more across different
type of matches.
This contrasts with household-based males,
suggesting that single or solo living males are
key in ticket sales for both male and female
matches.

F O C US O N WO M E N 40

Fan ticket data between comparisons of European football club seasons: 2022-23
KOR E | STATE O F TH E I ND USTR Y

Male Dominated Ticket Purchases

The data here indicates a clear gender disparity

in ticket purchasing, with males being the
predominant buyers for both ticket types.

F O C US O N WO M E N 41

Fan ticket data between comparisons of European football club seasons: 2022-23
KOR E | STATE O F TH E I ND USTR Y

Household Status
Affects Female
Ticket Sales
Single females lead in women's
match ticket purchases.
The data shows a growing number of female purchasers for
sports tickets, predominantly for male matches. Notably,
females not living in a household (presumably single or living
alone) tend to buy more tickets for female matches compared
to those living in a household, who purchase male and female
match tickets at similar rates.

This trend highlights the impact of household status on

consumer behavior in sports ticket purchases.

F O C US O N WO M E N Fan ticket data between comparisons of European football club seasons: 2022-23 42
KOR E | STATE O F TH E I ND USTR Y

The Gender Gap

Women's football season tickets lag behind men's by over 95%.

Opportunities
Insights With a high percentage of brands wanting to focus on women
in sport, investing now is imperative for gains in an expanding
• Only 10% of football clubs offer dedicated season market securing long-term loyalty, and capitalizing on the
tickets for women's games. positive social impact.

• The average number of women's season ticket holders • Social Value: Engagement with women's sports entities
(STH) is 460, in stark contrast to 9,000 for men's. has been growing over 2x that of engagement with men's
over the last four years, according to our social data
• In the 2022-23 season, 190,000 tickets were sold for reporting.
women's matches compared to 8 million for men's.
• Develop and Grow Gen Z Loyalty: Gen Z audiences, known
• Women's matches typically take place in smaller for their passion for equality are highly engaged with
venues without access control systems. women's sports across social and streaming. Brands can
leverage this to connect with a younger audience as they
grow.

F AN ATTE ND ANC E 43
43
KOR E | SS TT AA TT EE OO FF TT HH EE I I NN DD UU SS TT RR YY

Social Deep Dive

Sport is Social.

The top 20 brands earning value on social explained.

Why Lionel Messi's 500 million followers' news is trending in 2024.
How the Los Angeles Rams increased their fan engagement by 75% this past
season. Who fans follow and engage with the most on social across athletes,
teams, leagues and events, plus audience data and so much more.

SO C I AL D E E P D I VE 44
KOR E | S TAT E O F TH E I ND USTR Y

Top 20 Brands By Sponsorship Value

2023 Leaders: Brands Maximizing Partnerships on Social
Rank Brand Industry AAV AAV Change YoY Promo Quality Promoters

1 Nike Retail $879M 1% 24% 19,700

2 adidas Retail $484M -6% 27% 11,335

3 Emirates Travel $416M 15% 35% 2,961

4 Puma Retail $216M -.5% 27% 5,999

5 Red Bull Food & Beverage $193M 3% 36% 5,325

6 Monster Energy Food & Beverage $156M 32% 36% 3,286

7 Qatar Airways Travel $134M 25% 32% 1,588

8 Tata Group Organization $108M 35% 36% 345

9 Amazon Prime Communication & Media $125.8M -- 14% 3,798

10 EA Entertainment $120M 37% 36% 2,453

So c i al Data fro m 2023-01-01 to 2024-01-01 Discussion Topics:

• Rankings explained on page 47.
SO C I AL D I VE : TO P B R AND S
• Request a deep dive into where your partners or brand 45

ranks from [email protected].

KOR E | STATE O F TH E I ND USTR Y

Top 20 Brands By Sponsorship Value (Cont...)

2023 Leaders: Brands Maximizing Partnerships on Social
Rank Brand Industry AAV AAV Change YoY Promo Quality Promoters

11 Mastercard Financial $120M 24% 37% 1,332

12 Heineken Food & Beverage $116M -9% 38% 1,452

13 Amazon Retail $102M -- 13% 3,450

14 Etihad Airways Travel $97M 41% 30% 931

15 Google Technology $88M 45% 22% 3,765

16 Santander Financial $86.4M -85% 35% 1,027

17 State Farm Insurance $86M 8% 25% 1,123

18 Mercedes-Benz Automotive & Powersports $82M 8% 32% 2,987

19 Toyota Automotive & Powersports $74.5M 26% 32% 4,610

20 TeamViewer Technology $74.2M -2% 32% 440

So c i al Data fro m 2023-01-01 to 2024-01-01 Noteworthy:

• Etihad Airlines climbed 17 spots, thanks to their continued partnership as the jersey sponsor for Manchester City, who
SO C I AL D I VE : TO P B R AND S
created 48% of their total value on social. Becoming the official sponsor of the Indian Premier League (IPL) cricket 46
team Chennai Super Kings, could have strong impact on their ranking for next year.
• Google climbed 25 spots – mostly due to their NBA partnership. The sport of basketball drove 40% of their overall value on social.
KOR E | STATE O F TH E I ND USTR Y

Top 20 Brands By Sponsorship Value

Ranking Explainers
Retail's Big 3 Overview: Rank Drop Explained: Santander's Shift in Focus
Nike and adidas saw a decrease in promoters by 33% and 47% respectively Santander experienced a notable 13 spot drop from #6, with $167M in AAV.
year-over-year, yet the swoosh maintained a consistent value, while the The drop is attributed to decreased visibility on social media following the
three stripes saw a 6% drop. Puma's AAV remained stable after a conclusion of their title sponsorships within the Premier League. Additionally,
significant 121% increase in 2022. Their total AAV will be particularly Santander's strategic shift toward esports, primarily focusing on the League of
interesting to evaluate at the end of the year considering their recent shifts Legends championships and related events, is a move aimed at engaging a
in partnerships that include the end of the partnership with Israel's national younger, digitally native audience.
football team, and new partnerships with Turkey's national team and
football clubs in Algeria, Belarus, Denmark and England.
Platforms Rank Removal Explainer:
Notable Rank Climbers: Entertainment & Travel In our brand ranking, we exclude platforms (like Instagram and TikTok)
In 2023, Electronic Arts (EA) and LaLiga announced an expansive new
and games (like Fortnite) that function as platforms due to the way that their
branding is picked up on content shared from their platforms by our computer
multi-year partnership for the 2023-24 season. This partnership influenced
EA's debut in the top 10 this year, up from 20th last year. The popular vision.
YouTuber, DJ Mariio, who became one of the official voices for EA Sports FC To maintain the integrity and clarity of our ranking we focus only on brands
24 also contributed to EA's climb in value. whose value and impact can be measured without significant influence
of watermarks from the original platform content was shared from.
Qatar Airways debuted in the top 20 list last year at #12. As we predicted,
they gained higher value in 2023 with more high-profile football deals, like
the FIFA Women's World Cup. Their five year partnership with Formula 1
indicates only more growth yet to come. Amazon Ranking Explainer:
Amazon's expansion into more sponsorship and media
rights deals has led us to separate Amazon.com, AWS,
and Prime, so there is no YoY comparison to last year.
SO C I AL D I VE: R ANK EX P L AI NER S 47
KOR E | EVALUATE SOCIAL

So, how do you make

sense of your social?

WH Y SOCIAL M ATTE RS 48
KOR E | S TAT E O F TH E I ND USTR Y

Start With a Single Post

48,948 People Liked / 390 Commented

582,188 Impressions

11th Most Engaged post last 365

2.5% Engagement Rate

80% Male // 45% Age 35-44 // 32% from US
MMA, Gambling, Family top interests

Global Football topic resonates

Logo 1.8% Coverage // 62% Clarity // On Jersey
Paid Partnership Tag
In-Text Mention above the fold
Campaign Hashtag above the fold
Embedded Mention
0 Competition
80.9% Promotion Quality

H OW WE M E ASUR E SOCIAL
$6.5K Adjusted Ad Value for Under Armour 49
KOR E | STATE O F TH E I ND USTR Y

Most Engaged Posts of 2023

27.5M #3 Post
12.5M 12.3M
#1 Basketball Post
Leo Messi recaps NBA & BTS Partnership
the World Cup win.
L INK TO P OST
L INK TO P OST

4.6M
23.2M

#1 Team Post
#1 Post by Inter Miami
#1 Non Global Football Post
Cristiano Ronaldo’s 1st Cricketer, Virat Kohli's Inter Miami FC
match with Al Nassr FC personal post with wife. welcomes Lionel Messi.
L INK TO P OST L INK TO P OST
L INK TO P OST

50
TO P SO C I AL P O STS O F 2 0 2 3 Social Data from 2023-01-01 to 2024-01-01
KOR E | STATE O F TH E I ND USTR Y

Most Engaged Women’s Sport Posts of 2023

The accounts of the top 14 women’s sport posts have more than 1M followers. The account of the 15th top women’s sport post
(1.9M engagements) has less than 360k followers, proving that standout content can shine even without a massive audience.

5.5M 3.1M 1.9M 1.2M 1.9M

#1 women’s #1 non-video #1 Women’s #1 Women’s Global Football post Demi Morgan post before a
sport post women’s sport post Basketball post competition in Thailand
3.1M engagements FIFA Women’s World Cup post the Argentina v. Scotland match
WNBA’s post about L INK TO P OST
Sarah Lezito’s post
A’ja Wilson & L INK TO P OST
about a trick she landed. Simone Biles’ wedding
announcement. Sydney Colson at a
L INK TO P OST Las Vegas Aces
L INK TO P OST game
L INK TO P OST

51
TO P SO C I AL P O STS O F 2 0 2 3 Social Data from 2023-01-01 to 2024-01-01
KOR E | STATE O F TH E I ND USTR Y

Audience / Top 10 Total Fans By Entity

Instagram Facebook Twitter TikTok
Cristiano Ronaldo 622.9 Million Cristiano Ronaldo 168.9 Million Cristiano Ronaldo 168.9 Million PSG 41.4 Million

Lionel Messi 500.2 Million Lionel Messi 116.7 Million Lionel Messi 116.7 Million Real Madrid CF 40.2 Million

Virat Kohli 266.7 Million Real Madrid CF 114 Million Real Madrid CF 114 Million UCL 37.9 Million

Neymar 219.8 Million FC Barcelona 103.5 Million FC Barcelona 103.5 Million Tottenham Hotspur 34.5 Million

Lebron James 159.8 Million Neymar 92.1 Million FC Barcelona 32.9 Million
Neymar 92.1 Million
Neymar 32.2 Million
Real Madrid CF 154 Million La Liga 79.5 Million La Liga 79.5 Million
Juventus 31.4 Million
FC Barcelona 126 Million Manchester United 76.3 Million Manchester United 76.3 Million
WWE 26.3 Million
UCL 113.8 Million UCL 71.6 Million UCL 71.6 Million
La Liga 25.9 Million
Kylian Mbappe 112.4 Million Bayern Munich 57.2 Million Bayern Munich 57.2 Million
Manchester United 24.8 Million
NBA 87 Million Virat Kohli 51.5 Million Virat Kohli 51.5 Million

15% of platform total 10% of platform total 10% of platform total 13% of platform total

52
TO P SO C I AL P O STS O F 2 0 2 3 Social Data from 2023-01-01 to 2024-01-01
KOR E | STATE O F TH E I ND USTR Y

Top Entities Ranked 500 million followers exceeds the TV

by Followers audience (127 million, up 7% year-over
year) of the 2024 Super Bowl LVIII by
Ranking Explainers nearly four times.

Breaking Lionel Messi News Opportunity

Powered by KORE's Data
Adding an elite athlete, influencer
We understand the importance of timely data in the or rising star can radically improve
fast-paced world of social media. That's why while your brands reach, visibility,
producing this report we updated our sports entity credibility and ROI.
(athlete, team, league or event) ranking by followers
on social media through March 1, 2024, to include Request a Rising Stars Athlete
Lionel Messi's remarkable achievement of 500 Ranking to start your research
million Instagram followers. This update, in in the right direction from:
partnership with Sportico's coverage, ensures this [email protected]
report captures one of the most trending social
media topics for 2024.

2024 NE WS 53
KOR E | STATE O F TH E I ND USTR Y

Audience / Growth
2.9 Billion
New Cumulative Sports Fans on Social

By Platform By Entity Type By Sport

71% Instagram 68% Athlete 68% Football

54
TO P SO C I AL P O STS O F 2023 Social Data from 2023-01-01 to 2024-01-01
 KOR E | STATE O F TH E I ND USTR Y

Audience / Demographics Opportunity: Boost engagement by focusing on TikTok. For

example, the Los Angeles Rams saw a 75% increase in engagement by
78% Male, 67% 18-34 across all sport fans doubling their TikTok posts in 2023. Qatar Airways' brand engagement
was led by TikTok in 2023 after increasing their posts on the platform
on Instagram, TikTok & Twitter by 98%.

55
TO P SO C I AL P O STS O F 2023 Social Data from 2023-01-01 to 2024-01-01
KOR E | STATE O F TH E I ND USTR Y

Audience / Overlap
12% fan overlap between the US Big 5 and Euro Football Big 5 Leagues.
54% fan overlap between the league and their teams on average.
NBA & NFL have least overlap – only 33% of their fans also follow a team.

US Big 5 76.4M 73.1M Euro Football Big 5

9.4M

NBA 44.6M 38.2M NBA Teams

14.3M

EPL 42.4M 73.4M EPL Teams

30.5M

56
TO P SO C I AL P O STS O F 2023 Social Data from 2023-01-01 to 2024-01-01
KOR E | STATE O F TH E I ND USTR Y

Fan Engagement / Engagement

111 Billion +10%
Engagements on Content from Sports Entities

By Platform By Entity Type By Sport

68% Instagram 45% Team 54% Football

57

Social Data from 2023-01-01 to 2024-01-01

KOR E | S TAT E O F TH E I ND USTR Y

Fan Engagement / Top 10 Engagements By Entity

Instagram TikTok Facebook Twitter
Real Madrid CF 2,515,805,261 UCL 473,920,067 Real Madrid CF 289,329,880 Galatasaray A.S. 119,460,671

FC Barcelona 2,135,001,136 FC Barcelona 329,833,686 ICC 247,189,103 Real Madrid CF 101,030,915

UCL 1,886,659,599 Real Madrid CF 329,374,458 Cristiano Ronaldo 239,479,378 FC Barcelona 97,272,077

Cristiano Ronaldo 1,699,847,499 WWE 233,704,784 Manchester United 237,104,181 Manchester United 94,368,548

Lionel Messi 1,697,861,478 Al Nassr FC 220,584,599 FC Barcelona 231,906,971 UCL 87,766,165

NBA 1,596,503,336 FIFA World Cup 215,031,597 UCL 218,886,823 Chelsea FC 72,234,254

Formula 1 1,339,011,027 NFL 214,730,488 Manchester City 195,676,756 Arsenal FC 70,707,386

Galatasaray A.S. 1,298,063,185 Manchester City 208,382,229 FIFA World Cup 165,701,084 Fenerbahce SK 69,808,753

RC Bangalore 1,292,989,061 Juventus 180,701,993 EPL 161,299,668 Fc Barcelona ES 66,604,101

Real Madrid CF 2,515,805,261 Chandler Hayden 160,787,920 Lionel Messi 156,621,376 Formula 1 64,169,162

18% of platform total 12% of platform total 19% of platform total 13% of platform total

TO P ENGAGEM ENTS B Y ENTI TY 58

 KOR E | STATE O F TH E I ND USTR Y

Fan Engagement / Video Viewership Noteworthy: Instagram and global football

609.9 Billion +26%

dominate total audience and engagement, while
TikTok, despite smaller audiences, closely
competes in video viewership, particularly in
basketball and football. Viewership is evenly
Viewership on Video Content from Sports Entities distributed across athletes, teams, and leagues.

By Platform By Entity Type By Sport

47% Instagram 36% Team 37% Football

59

* Facebook Video Views only available on authenticated, represented by estimates

Social Data from 2023-01-01 to 2024-01-01
KOR E | STATE O F TH E I ND USTR Y

Fan Engagement / Top 10 Views By Entity

Instagram TikTok YouTube Twitter

NBA 12,940,033,588 UCL 4,140,156,820 WWE 3,626,041,155 NFL 2,211,102,233

UCL 9,114,242,366 WWE 3,396,490,574 EPL 1,552,679,164 NBA 1,930,430,583

Real Madrid CF 7,681,578,646 Real Madrid CF 2,680,705,079 NBA 1,398,045,608 MLB 810,058,417

WWE 7,094,018,937 FC Barcelona 2,645,527,780 UFC 1,340,661,383 WWE 655,683,722

FC Barcelona 6,779,539,090 Al Nassr FC 2,342,917,769 NFL 1,019,953,537 UCL 651,864,724

ICC 6,669,771,899 FIFA World Cup 2,330,475,761 FaZe Kay 846,737,661 UFC 411,763,681

NFL 6,314,331,402 NFL 2,299,827,367 Ali Sypher 842,454,707 MLS 401,882,612

Formula 1 5,852,472,520 Chandler Hayden 2,225,631,379 ONE Championship 836,789,629 Liverpool FC 365,152,506

UFC 5,373,956,344 Manchester City 2,080,152,067 FIFA 816,874,730 EPL 353,335,196

Manchester City 4,132,591,873 Juventus 1,853,161,703 Formula 1 682,198,619 PGA Tour 333,780,477

22% of platform total 29% of platform total 10% of platform total 22% of platform total

TO P VI E WS B Y E NTI TY 60
60
KOR E | STATE O F TH E I ND USTR Y

Post Activity / Summary

Average Posts / Month Athletes Teams Sport Orgs

Twitter 12 159 119

Facebook 10 86 70

Instagram 6 64 60

YouTube 10 22 41

TikTok 8 14 25

61
TO P SO C I AL P O STS O F 2023 Social Data from 2023-01-01 to 2024-01-01
 KOR E | STATE O F TH E I ND USTR Y

Conclusion & Key Takeaways

Let's break down our big review. Here are the most important learnings and ideas we've found.

1. Understanding Gaps: Despite the importance 4. Collaboration and Communication: Improved

of alignment, there's a persistent gap in measurement tools, frequent data sharing, and
understanding partner objectives, with enhanced reporting are cited as primary ways
63% of brands feeling rights holders do not to bolster partnerships.
fully comprehend their goals.

5. Selective Partnerships: There's an observed

2. Digital Dominance: Brands are prioritizing trend towards more focused and strategic
digital and social assets, with women's sports partnerships, with brands choosing partners
and sports teams capturing significant interest that align closely with their values and deliver
for partnerships. measurable success.

3. Measuring Impact: Rights holders face 6. Social Engagement: Social media continues to
challenges in impact measurement (58%), be a pivotal space for brand exposure, with
data sufficiency (42%), and clarity in partner video content demand surging and indicating
objectives (33%). a preference for quality over quantity
in postings.
K E Y TAK E AWAYS 62
KOR E | SE CTION TITLE

Sectors we’re watching

Request Data & Insights!

We’d love to help you better understand how your These condensed reports will cover:
organization is performing against industry benchmarks.
Below is list, but not limited to, of shorter sector or • Industry patterns
subsector industry market reports you can request. • General sponsorship spend data
• Social media trends
• Automotive • Types of assets being used
• Healthcare • Who and what is driving the most value
• Financial
• Technology If you’d like to request data on your own sector,
• Food & beverage reach out to [email protected]
• CPG and our team can set up a time to learn more.
63
 KOR E | STATE O F TH E I ND USTR Y

About KORE
At KORE we're more than just a global leader in the
sponsorship technology space; we're architects of
connection. KORE delivers a connected ecosystem of
solutions that span engagement marketing,
management, and data intelligence. With expertise
honed for over 23 years and trusted by over 900
leading brands and agencies worldwide, we
facilitate over $5B in transactions annually,
empowering our clients with the data and tools
necessary for creating more powerful partnerships.

For more insights, set up a demo to learn more

or contact us at [email protected].
C

AB O UT K O R E 64
KOR E | STATE O F TH E I ND USTR Y

Bonus Content / Top 10,000 Post Analysis

The top 10,000 Posts by engagement account for .05% of total posts, but 18%
of the total engagement by all 20.4M posts by athletes, teams and sport orgs in
the last year.

• 82% of the posts & engagement are on Instagram

• 38% of engagement from Albums, 32% from Short Vertical Video
• 59% of engagement is from Athletes, 46% of posts
• 73% of engagement from Football, 70% of posts
• 47% of engagement from top 10 (of 709) entities

TO P SO C I AL P O STS O F 2023 So c i al D ata fro m 2023-01-01 to 2024-01-01

KOR E | STATE O F TH E I ND USTR Y

Post Activity / Instagram

TO P SO C I AL P O STS O F 2023 66

Social Data from 2023-01-01 to 2024-01-01

KOR E | STATE O F TH E I ND USTR Y

Post Activity / TikTok

67
TO P SO C I AL P O STS O F 2023
KOR E | STATE O F TH E I ND USTR Y

Post Activity / Twitter

TO P SO C I AL P O STS O F 2023 68
KOR E | STATE O F TH E I ND USTR Y

Post Activity / Facebook

TO P SO C I AL P O STS O F 2023 So c i al D ata fro m 2023-01-01 to 2024-01-01 69

KOR E | STATE O F TH E I ND USTR Y

Post Activity / YouTube

TO P SO C I AL P O STS O F 2023 70