2024 ANNUAL REPORT

US SPORTS SCOREBOARD:
FUTURE OF SPONSORSHIP
Tracking the Success of Sports Partnerships and
Media Strategies to Maximize Brand Value Across
MLB, MLS, NBA, NFL, NHL & WNBA.
US SPORTS SCOREBOARD 2024

Table of Contents
05 Introduction
Sponsorship Value Overview across the “Big Six”

08 Trends
Content consumption and industry trends

The Most Valuable Brands

15 The Top 100 Brands in Sponsorship in SMV

The Most Valuable Placements

25 Broken Out By Broadcast and Social Media

37 Broadcast Viewership
All linear broadcast networks

45 Social Media
Social media figures and examples
 2024 US SPORTS SCOREBOARD: EXECUTIVE SUMMARY

A Word From Our CEO

2024 US Sports Sponsorship Industry

In 2024, the sports sponsorship This report isn’t just a retrospective on

industry reached a pivotal moment— who won the sponsorship game in
one defined by multi-platform 2024—it’s a blueprint for where the
strategies, real-time engagement, and industry is heading in 2025 and
data-driven accountability. The lines beyond. As executives, marketers, and
between traditional broadcast, digital, media leaders, you have an
and social media have blurred, creating opportunity to be ahead of the curve—
an unprecedented era of sponsorship leveraging integrated, tech-driven
value acceleration. sponsorship strategies that don’t just
deliver value, but define the future of
the live economy.
Global events like the Paris Olympics
set new benchmarks for integrated
campaigns, demonstrating the power Let’s dive in.
of seamlessly connecting live sports
with digital-first audiences. But
beyond these global spectacles, the
biggest shift is happening at home:
brands, leagues, and rightsholders are
no longer measuring success in
impressions alone—they demand
tangible, data-backed outcomes.

At Relo Metrics, we are leading this

transformation. By partnering with
industry innovators like Captify,
VideoAmp and Meltwater, we are
enabling brands to unlock AI-powered
insights, optimize sponsorship value in
real time, and bridge the gap between
exposure and true business impact.
 2024 US SPORTS SCOREBOARD: EXECUTIVE SUMMARY

US Sports Scoreboard: Reviewing Value

and Trends from 2024
The 2024 US Sports Scoreboard showcases a transformational year in sports
sponsorship, driven by media fragmentation, AI-powered measurement, and the
growing dominance of digital engagement. Brands must leverage data insights to
optimize sponsorship strategies and stay competitive.

2024 saw major shifts in consumer behavior, technological advancements, and the
influence of global sporting events. Sponsorships diversified across sports, platforms,
and regions, emphasizing the need for targeted, real-time fan engagement. Social
media and AI-driven analytics allowed for deeper campaign optimization,
highlighting the rise of integrated, tech-driven sponsorships.

KEY FINDINGS:

• $11B in Sponsor Media Value generated across the NFL, NBA, WNBA, MLB,
NHL, and MLS.

• Fan interaction is at an all-time high with 936B social impressions and 24B
engagement.

• Social is a game-changer—accounting for 54% of MLS’s sponsorship value, while

the WNBA (41%) and NBA (32%) also saw major impact.

• Over 975 brands earned $1M+ in Sponsor Media Value (SMV)

IMPLICATIONS FOR BRANDS:

• Transition from traditional broadcasts to hybrid digital strategies,

focusing on social-driven engagement.

• Use AI and advanced measurement for smarter sponsorships.

• Invest early in women’s sports for first-mover advantage.

• Prepare for potential TikTok disruptions and diversify social

strategies.

Sports sponsorship is evolving into strategic, tech-driven, cross-

platform campaigns. Brands that adapt to this fragmented
landscape and leverage athlete-driven engagement will thrive.
 2024 US SPORTS SCOREBOARD: INTRODUCTION

2024
Introduction
BRAND EXPOSURE ACROSS
U.S. SPORTS
 2024 US SPORTS SCOREBOARD: INTRODUCTION

2024 sports partnerships generated

$11B in Media Value across the big-six
professional sports leagues
Through Relo Census, Relo Metrics has captured and analyzed every single live
broadcast, and nearly 1.2M valuable social posts in the following US leagues: 2023-
2024 NBA, 2023-2024 NHL, 2024 MLB, 2024 MLS, 2024 WNBA, 2024 NFL. The data
focuses on the Regular Seasons of these leagues.

Brand Exposure Summary Across

Broadcast and Social Media in 2024

$11B 938B
In Total Sponsor Social Impressions
Media Value with Brand Value

35M 24B
Total Number of Social Engagements
Brand Exposures with Brand Value

5,000+ 979
Brands with exposure Brands that earned $1M+
value in Sponsor Media Value
 2024 US SPORTS SCOREBOARD: INTRODUCTION

Major sports leagues dominate with

expansive audience exposure and value
TOP LEAGUES | SMV, EXPOSURES, SOCIAL IMPRESSIONS & ENGAGEMENTS
(BROADCAST AND SOCIAL MEDIA)

Social Social Total

LEAGUES SMV
Impressions Engagements Exposures

215.2B 4.3B 15.6M $4.8B

414.1B 11.7B 8.2M $2.3B

114.6B 2.9B 538.8K $2.2B

51.1B 1.2B 7.4M $1.3B

101.8B 2.7B 1.7M $340.5M

38.7B 755.2M 1.2M $137.9M

Source: Relo Census, Cross-Platform Data, 2023-2024 Regular Season(s)

*MLB.TV not included in this analysis

KEY INSIGHT – TOTAL SMV

There are two key factors that caused the MLB to generate by far the highest
overall media value for brands.

On one hand, the sheer volume of regular season games had a major impact: with
2,430 games, the MLB far surpasses the other US sports leagues (the NHL ranks
2nd with 1,312 games, well behind the MLB).

Not only that: unlike the NFL, the MLB provides brands with vast TV-visible
inventory that boost their exposure. The Home Plate Signage, in particular, plays
a critical role thanks to its strategic positioning. This asset alone was responsible
for over 5.3M aggregate exposures on broadcast (nearly 176K on social media).
 2024 US SPORTS SCOREBOARD: TRENDS

2024
TRENDS
MEDIA CONSUMPTION
TRENDS ACROSS SPORTS
SPONSORSHIP
 2024 US SPORTS SCOREBOARD: TRENDS
2024 US SPORTS SPONSORSHIP | MEDIA CONSUMPTION

1. Broadcast leads, but social media

continues to grow in importance as sports
programming becomes further fragmented
MEDIA PLATFORMS | BY SPONSOR MEDIA VALUE GENERATED
Source: Relo Census, Cross-Platform Data, 2023-2024 Regular Season(s)

1 2 3

$9.6B $883M $238M

4 5 6

$199M $147M $28M

KEY INSIGHT – BROADCAST & SOCIAL MEDIA BY LEAGUE

The impact of social media on media value generation varied significantly across
the leagues analyzed. In the MLB and NHL, social media accounted for just 4.05%
and 4.92% of total media value, respectively. Such modest impact was mostly due
to the visibility provided by highly visible TV assets, like the Home Plate Signage in
the MLB and the DED in the NHL. Moreover, both leagues have a more limited
global reach compared to others, like the NBA, which diminishes the impact of
social media platforms.

At the other end of the spectrum, social media generated 54% of total media value
in the MLS, as the league benefited from Lionel Messi's unparalleled global
popularity. Similarly, social media played a vital role in the WNBA and NBA,
contributing 41% and 32% of total value, respectively. Social media clocked in at
13% in the NFL, with the league driving high viewership on TV.
 2024 US SPORTS SCOREBOARD: TRENDS

2. TikTok becomes a hub for sports content

consumption, delivering the highest value
per post across all leagues
TIKTOK | SPONSOR MEDIA VALUE BY LEAGUE
Source: Relo Census, Social Media Data, 2023-2024 Regular Season(s)

$61.3M

$43.6M

$16.3M

$13.4M

$6.9M

$5.8M

KEY INSIGHT – THE TIKTOK IMPACT & FUTURE UNCERTAINTY

Despite making up less than 3% of post volume, TikTok delivered the highest value
per post across all leagues. The NBA led with $7K per post, followed by the NFL at
$5.9K. TikTok also outperformed Instagram on a per-post basis, with the NBA
seeing a 1.9x advantage and the NHL leading with a 3x difference.

Proceed with caution: the uncertain future of TikTok poses a challenge for leagues
that rely on its viral reach and high engagement for fan interaction and revenue. A
ban or ownership shift could force leagues to pivot to platforms like Instagram
Reels or YouTube Shorts, which may not offer the same organic impact.

TikTok was responsible for 16% of the overall social media

16% value in the NFL. The platform accounted for 11% of NHL’s
social value and 10% of WNBA’s; 8% of NBA’s and MLB’s,
and 7% of MLS’.
 2024 US SPORTS SCOREBOARD: TRENDS

3. Live sports rights are becoming further

fragmented across OTT, consolidation not
yet in the near-future
ACCESSIBILITY OF SPORTS PROGRAMMING

As the OTT (over-the-top) streaming landscape becomes increasingly more

competitive, sports television rights are becoming increasingly fragmented.
Traditionally, major sports networks like ESPN, FOX, and NBC controlled most
sports content, offering broad, centralized access to games and events. However,
in recent years, platforms like Amazon Prime, Apple TV+ and Netflix have
aggressively pursued sports rights, acquiring exclusive deals with Thursday Night
Football, the NFL on Christmas, MLB Friday Night Baseball.

Looking to the near-future, this trend is likely to continue as OTT platforms invest
more heavily in sports to differentiate themselves from traditional media networks
and attract subscribers. Additionally, as OTT platforms use sports content as a tool
to boost their subscriber bases, we may see more leagues experiment with pay-
per-view models or premium subscription tiers for exclusive content.

CHANGES IN CONSUMPTION, LED BY GEN-Z

Gen Z is less likely to tune into a sporting event on TV than generations prior, but
how significant is this gap? Is it because they are cord-cutters, cord-nevers, or just
not interested in sports? With the rise of short-form video content via Instagram
Reels, and TikTok many sports fans in this demographic opt for highlight viewing in
lieu of sitting down to watch a full game. As the barrier to entry for sports
programming continues to ascend, it remains to be seen if Gen Z will jump through
the hoops or opt for ancillary coverage elsewhere.
 2024 US SPORTS SCOREBOARD: TRENDS

4. A profound shift in the industry: the

unprecedented growth of women’s sports
in viewership and investment
Women’s sports in the U.S. are on the rise, both in audience engagement and
commercial investment. Historically, leagues like the WNBA and NWSL operated
with limited visibility compared to their male counterparts. Not anymore. These
recent years have marked a turning point, with record-breaking viewership, sold-
out games, and a surge in sponsorship interest.

The investment is booming. In the last two years, the WNBA announced three
new teams – Golden State Valkyries, Toronto Tempo and Portland –, and it is
actively looking to add a 16th franchise to the league, with an official bid recently
submitted by the Philadelphia 76ers ownership group. The NWSL finds itself on a
comparable trajectory: after record-setting expansion fee agreements, the league
has recently announced two new teams – BOS Nation and Denver Club – which
will start to play in the league in 2026.

Everyone wants in, and the recent media rights deals reflect this impressive
growth. In 2024, the WNBA closed a historic 11-year, $2.2B deal with Disney,
Amazon and NBCU – three giants of the industry, already heavily involved in
sports broadcasting.

Another key factor fueling this surge is the cultural shift in how women’s sports
are perceived and valued. No longer seen as secondary to men’s leagues, women’s
competitions are commanding major primetime slots, drawing millions of
viewers, and delivering substantial ROI for sponsors. This shift has led to brands
moving beyond symbolic investments, instead treating women’s sports as a core
part of their marketing strategies.

Additionally, the rise of digital consumption has given female athletes to build
their personal brands, leveraging their influence to attract non-traditional sports
sponsors and drive deeper fan engagement. As leagues keep expanding and
attracting partners, this momentum shows no signs of slowing down.
 2024 US SPORTS SCOREBOARD: TRENDS

5. Athletes are now media powerhouses,

controlling their own narratives – and
brands are taking notice
Largely thanks to the rise of social media and digital platforms, athletes are no
longer just competitors on the court or the field – they are becoming media
brands of their own, with direct access to their audiences.

There is no better example than JJ Redick, a true pioneer: he launched his first
podcast in 2016, the first active NBA player ever to do so, and then co-founded a
production company (“ThreeFourTwo Productions”) in 2020. Redick’s initiative
helped him build his brand, and land an analyst job at ESPN first, and then his
current Los Angeles Lakers head-coach role.

There are many other examples, from LeBron James’ The Shop to Jason & Travis
Kelce’s New Heights podcast. Whether through social media, podcasts, or
documentary-style content, athletes are now creating their own content,
controlling their narratives, and unlocking new revenue streams.

The business impact is massive. NIL deals, for example, have revolutionized
college sports, with young athletes building multi-million-dollar brands before
even turning pro – Colorado’s Shedeur Sanders and LSU’s Livvy Dunne being
great examples. Having recognized the trend, and instead of relying solely on
team or league partnerships, brands are increasingly partnering with athletes on
direct-to-fan campaigns, as they understand the value of personal storytelling.

As traditional media fragments, social platforms continue to evolve and younger

audiences gravitate toward athlete-centric content, this athlete-media revolution
will only accelerate in the future. Athletes are becoming creators, investors, and
media moguls: this era of athlete-driven content has just started.

Caitlin Clark exemplifies the power of athlete-driven media.

10x On her Instagram account, she generated an average $17.2K

per post for the Indiana Fever’s partners – over 10x the
value of the Fever’s account.
 2024 US SPORTS SCOREBOARD: TRENDS

6. Edging closer to full-funnel attribution

in sponsorship marketing
1. Exposure Data
A fan repeatedly seeing a
financial services brand on an 2. Search Lift Data

NBA team’s jersey patch That same fan researching the

financial services brand to better
understand what they do

AWARENESS
Your total brand exposure, translated
into Sponsor Media Value.

INTEREST
The scale of your impact on audiences,
measured by search lift.

DESIRE
The level of purchase intent your
sponsorships have drawn.

ACTION
Actual sales conversion,
tracked with precise detail.

3. Purchase Intent Data

After their research and
education on the brand, are 4. Purchase Transaction Data
they considering purchasing Purchase data that shows when that
same fan converted to a customer of
the financial services brand
 2024 US SPORTS SCOREBOARD: BRANDS

2024
Brands
THE TOP 100 MOST
VALUABLE BRANDS IN
SPORTS
 2024 US SPORTS SCOREBOARD: BRANDS

The top ten most valuable sports brands

dominated by insurance, automotive, and
financial services
Not to be compared amongst the rest, Nike and it’s $3B in sponsor media value are
a unique case. A significant amount of this exposure is generated by their jersey
manufacturing deals across NBA, NFL, WNBA, and MLB. By their selection of
leagues to sponsor, Nike maintains it’s prominence throughout the calendar year
even as the NFL, and NBA seasons conclude. While the two value figures are quite
different, Adidas, another endemic sports brand in the manufacturing space earned
most of its value from it’s exclusive manufacturing deal with MLS.

In the insurance category, State Farm dominated within the NBA but went head-to-
head with Progressive in MLB. One brand that was able to elevate itself over
competitor brands is Michelob Ultra – outpacing longtime sports advertiser,
Budweiser (both AB inBev brands).

Brand Brand Brand

Duration SMV Ranking
(Hrs.) (USD) (2024)

Apparel 4,604 $3B 1

Insurance 2,486 $275M 2

Beverage 1,110 $156M 3

Apparel 889 $124M 4

Automotive 1,034 $121M 5

Automotive 917 $111M 6

Beer 339 $109M 7

Financial Services 475 $101M 8

Insurance 582 $84M 9

Financial Services 378 $76M 10

 2024 US SPORTS SCOREBOARD: BRANDS

Ranking the most valuable brands in

sports sponsorship – Top 1-20 Brands
TOP 20 BRANDS | BY SPONSOR MEDIA VALUE EARNED
Source: Relo Census, Cross-Platform Data, 2023-2024 Regular Season(s)

1 2 3 4

$3B $275.2M $155.6M $124.4M

5 6 7 8

$120.7M $111.3M $108.6M $101.1M

9 10 11 12

$84M $76.5M $75.8M $75.4M

13 14 15 16

$69.7M $69.6M $63.1M $60.6M

17 18 19 20

$59.2M $54.6M $53M $52.8M

 2024 US SPORTS SCOREBOARD: BRANDS

Ranking the most valuable brands in

sports sponsorship – 21-40
TOP 21-40 BRANDS | BY SPONSOR MEDIA VALUE EARNED
Source: Relo Census, Cross-Platform Data, 2023-2024 Regular Season(s)

21 22 23 24

$51.8M $51.2M $50.5M $50M

25 26 27 28

$47.9M $47.3M $46.7M $45.7M

29 30 31 32

$44.2M $43.8M $43.2M $43.1M

33 34 35 36

$42.8M $42.1M $41.9M $41.5M

37 38 39 40

$40.3M $40.2M $40.1M $39.5M

 2024 US SPORTS SCOREBOARD: BRANDS

Ranking the most valuable brands in

sports sponsorship – 41-60
TOP 41-60 BRANDS | BY SPONSOR MEDIA VALUE EARNED
Source: Relo Census, Cross-Platform Data, 2023-2024 Regular Season(s)

41 42 43 44

$37.3M $36.8M $36.6M $34.2M

45 46 47 48

$33.6M $32.1M $31.7M $31.4M

49 50 51 52

$31.3M $30.1M $29.2M $29M

53 54 55 56

$28.8M $28.7M $28.4M $28.2M

57 58 59 60

$27.8M $25.7M $25.6M $24.7M

 2024 US SPORTS SCOREBOARD: BRANDS

Ranking the most valuable brands in

sports sponsorship – 61-80
TOP 61-80 BRANDS | BY SPONSOR MEDIA VALUE EARNED
Source: Relo Census, Cross-Platform Data, 2023-2024 Regular Season(s)

61 62 63 64

$24.6M $24.4M $24M $24M

65 66 67 68

$23.7M $23.2M $22.7M $21.9M

69 70 71 72

$21.7M $21.5M $21.5M $21.3M

73 74 75 76

$21.3M $21.1M $20.6M $20.5M

77 78 79 80

$20.4M $20.1M $20M $19.7M

 2024 US SPORTS SCOREBOARD: BRANDS

Ranking the most valuable brands in

sports sponsorship – 81-100
TOP 81-100 BRANDS | BY SPONSOR MEDIA VALUE EARNED
Source: Relo Census, Cross-Platform Data, 2023-2024 Regular Season(s)

81 82 83 84

$19.2M $19.1M $19.1M $19.1M

85 86 87 88

$18.9M $18.8M $18.8M $18.7M

89 90 91 92

$18.3M $18.1M $18.1M $17.8M

93 94 95 96

$17.7M $17M $16.5M $16.4M

97 98 99 100

$16.4M $16.4M $16.4M $16.2M

 2024 US SPORTS SCOREBOARD: BRANDS

The Casino / Gaming category continued its

ascension, while Financial Services brands
collectively generated ~$1B in SMV
TOP CATEGORIES | BY TOTAL SMV EARNED

Apparel / Footwear $3.3B

Financial Services $994.4M

Insurance $774.4M

Automotive $731.4M

Retail $391.7M

Casino / Gaming $390.6M

Beverage $387.6M

Healthcare / $384.4M
Pharma
Source: Relo Census, Cross-Platform Data, 2023-2024 Regular Season(s)

The 2024 US sports sponsorship landscape highlights the significant penetration of

Financial Services companies. This vertical had the most brands earning at least $1M in
media value across all leagues analyzed. Thanks to its vast inventory, the MLB led the way:
45 brands surpassed the $1M threshold, with 35 in the NBA, 28 in the NHL and 12 in the
NFL.

Automotive and Insurance were two other sectors with deep penetration in sports: the
MLB led the way once again (42 and 27 brands with at least $1M in media value), but in
both cases the NHL (27 and 16) outperformed the NBA (12 and 7).

While the larger and more established leagues dominate from a media value perspective,
the WNBA proved its ability to provide valuable exposure for brands. Gainbridge was a
prime example, ranking 37th among Financial Brands with nearly $7.4M in sponsor media
value – the Indiana Fever generated 46% of that value.
 2024 US SPORTS SCOREBOARD: BRANDS

Ranking the brands by the number of

consumers who achieved sponsorship
awareness and impact
INDUSTRY AVERAGE | SPONSOR AWARENESS & IMPACT

AIDED SPONSOR IMPACT ON IMPACT ON PURCHASE

AWARENESS FAVORABILITY INTENT

51% 40%+ 36%+

MAX = 83% MAX = 68% MAX = 57%
MIN = 9% MIN = 16% MIN = 12%

TOP FIVE BRANDS | BY SPONSOR AWARENESS & IMPACT

AIDED SPONSOR IMPACT ON IMPACT ON PURCHASE

AWARENESS FAVORABILITY INTENT

73% +55% +48%

71% +52% +46%

70% +51% +43%

68% +50% +43%

68% +48% +43%

Source: SponsorPulse Benchmark Report.

SponsorPulse’s Benchmark Report identifies industry benchmarks for

sponsorship awareness, and conversion to impact. Based on 370+ individual
sponsorships measured with consumers, SponsorPulse has identified the spread
between top and bottom results, and the top performing brands in sponsorship.

Interestingly, brands like Nike, Gatorade, and Adidas are translating their industry
leading SMV into consumer impact. On the hand, brands like Chick-fil-A, Red Bull,
and FedEx are converting fans into brand advocates with great efficiency.
 2024 US SPORTS SCOREBOARD: BRANDS
2024 US SPORTS SPONSORSHIP | NAMING RIGHTS PARTNERS

Limited in their placements, brands with

naming rights deals in the NFL trade
quantity of exposure for quality
TOP 15 NAMING RIGHTS PARTNERSHIPS | BY SMV PER EXPOSURE

PARTNERSHIPS Brand Exposures SMV SMV per Exposure

AT&T
1,117 $10.7M $9.6K
Dallas Cowboys

Lincoln Financial
813 $7.6M $9.3K
Philadelphia Eagles

Acrisure
488 $4M $8.2K
Pittsburgh Steelers

M&T Bank
1,580 $12.1M $7.6K
Baltimore Ravens

Highmark
280 $2M $7.1K
Buffalo Bills

SoFi
587 $3.2M $5.5K
Los Angeles Rams

U.S. Bank
1,218 $6.3M $5.2K
Minnesota Vikings

Ford Motor Co.

619 $2.7M $4.4K
Detroit Lions

Levi Strauss & Co.

1,892 $8.1M $4.3K
San Francisco 49ers

Crypto.com Arena
6,031 $25.3M $4.2K
Los Angeles Lakers

SoFi
1,059 $4.3M $4.1K
Los Angeles Chargers

Lumen
1,056 $4M $3.8K
Seattle Seahawks

Paycor
888 $3.3M $3.8K
Cincinnati Bengals

Allegiant
118 $439.2K $3.7K
Las Vegas Raiders

GEHA
2,361 $8.3M $3.5K
Kansas City Chiefs

Source: Relo Census, Cross-Platform Data, 2023-2024 Regular Season(s)

 2024 US SPORTS SCOREBOARD: PLACEMENTS

2024
Placements
PLACEMENTS ACROSS
SPORTS WITH THE
HIGHEST EXPOSURE
 2024 US SPORTS SCOREBOARD: PLACEMENTS

The placements which generated the most

media value across broadcast and social
Home Plate Signage in the MLB generated the highest value of any placement in
U.S. sports, offering multiple sponsors simultaneous exposure from common
camera angles. Both the high number and length of MLB games further enhanced
the value and screentime of this asset compared to others.

Static assets in the NBA generated substantial value through continuous exposure
in the half-court setting. Meanwhile, in the NHL, the Digitally Enhanced
Dasherboard produced the most value due to high quality brand integrations and
consistent exposure in both attacking and neutral zones.

NFL placements are hampered due to restrictions on signage near the field.
However, high SMV per broadcast exposure enabled Sideline Personnel to still
crack the top 10.

Placement Placement Placement

Duration SMV Ranking
(Hrs.) (USD) (2024)

Home Plate Signage 11,366 $1.9B 1

Digitally Enhanced Dasherboard 3,150 $505.5M 2

Outfield Wall 2,784 $492.9M 3

Floor Court Logo 1,968 $346.7M 4

Billboards 1,135 $292.1M 5

Jersey Patch 1,009 $256.4M 6

Pitcher’s Mound 1,711 $220.9M 7

Jersey Patch 373 $218.6M 8

Sideline Personnel 339 $212.5M 9

Baseline Apron Signage 1,300 $211.3M 10

 2024 US SPORTS SCOREBOARD: PLACEMENTS

Placements in sponsorship which benefit

most from extensive broadcast visibility
TOP 1-20 PLACEMENTS | BY BROADCAST SPONSOR MEDIA VALUE
Source: Relo Census, Broadcast Data, 2023-2024 Regular Season(s)

Placement League Sponsor Media Value

>$1B SMV

Home Plate Signage $1.8B

>$100M SMV

Digital Dasherboard $500.3M

Outfield Wall $469.2M

Floor Court Logo $318M

Billboards $280.9M

Jersey Patch $239.6M

Pitcher's Mound $217M

Home Plate Stands $205.5M

Center Ice $200.4M

Sideline Personnel $194.8M

Billboards $186.9M

Static Dasherboard $180.3M

Baseline Apron Signage $175.5M

Basket Stanchion $146.2M

LED/Fascia $136.6M

Pole Pad - Side $128.4M

Pole Pad - Front $125.6M

Courtside Signage $125.2M

Apron Signage $107.6M

Broadcast Graphic $106.3M

 2024 US SPORTS SCOREBOARD: PLACEMENTS
2024 US SPORTS SPONSORSHIP | TOP BROADCAST PLACEMENTS

Placements in sponsorship which benefit

most from extensive broadcast visibility
TOP 21-40 PLACEMENTS | BY BROADCAST SPONSOR MEDIA VALUE
Source: Relo Census, Broadcast Data, 2023-2024 Regular Season(s)

Placement League Sponsor Media Value

Dugout $103.7M

>$20M SMV

Corner Ice $90.8M

LED/Fascia $81.5M

Virtual Slot $79.1M

Jersey Patch $68.1M

Basket LED $61.5M

Field Level Static $58.8M

Baseline Wall $52.7M

Helmet $44.9M

Field Level LED $44.3M

Shot Clock $42.6M

Field $41.5M

Broadcast Graphic $39.2M

Bullpen $38.9M

Bench Setup $34.5M

Press Mic $28.9M

Tunnel Signage $27.4M

Tunnel Signage $25.6M

Coolers $23M

Goal Line $21.2M

 2024 US SPORTS SCOREBOARD: PLACEMENTS
2024 US SPORTS SPONSORSHIP | SOCIAL BRANDED CONTENT

NHL’s Digitally Enhanced Dasherboard

delivered the highest SMV per exposure
among rotational assets in sports
SMV PER EXPOSURE BY LEAGUE | PERIMETER LED/ROTATIONAL ASSETS
Source: Relo Census, Broadcast Data, 2023-2024 Regular Season(s)

$600 SMV per Exposure Average MVP Score 50%

45%
$500
40%
35%
$400
30%
$376
$300 $348 25%
20%
$200
$208 15%
$180 10%
$100
$117 5%
$- 0%
Digitally Enhanced Home Plate Signage Courtside Signage Field Level LED Courtside Signage
Dasherboard

KEY INSIGHT – QUALITY OF EXPOSURE

DED’s are responsible for 40% of the NHL’s broadcast value. Amongst rotational
assets, it provides brands the most real estate to produce high quality creatives.
Within that creative sandbox, brands are afforded the opportunity to swap their
static logo creative, for an animated placement – like what a brand would find in
a rich media display advertisement.

When it comes to quality of exposure – aside from the NHL – MLS is the other
notable high performer. Field level LEDs typically run the length of the pitch
along the sideline. This is another placement that not only affords brands a large
canvas, but also another opportunity to leverage animated creative.

Something to look out for: many football clubs in Europe are leveraging a field
level LED that is 2-3x the size of the ones MLS clubs' use. Such increased real-
estate would certainly boost the future value of the placement.
 2024 US SPORTS SCOREBOARD: PLACEMENTS

Placements that earn consistent exposure

from broadcaster’s main camera feed
perform best for advertisers
TOP BROADCAST PLACEMENTS | DURATION PER GAME AND MVP SCORE

PLACEMENTS League Duration / Game MVP Score

Home Plate Signage MLB 4:35:12 25%

Digitally Enhanced
NHL 2:18:36 43%
Dasherboard (DED)

Field Level Static MLS 1:39:06 35%

Floor Court Logo NBA 1:23:40 29%

Static Dasherboard NHL 1:22:20 26%

Center Ice NHL 1:20:59 30%

Basket Stanchion NBA 1:15:55 16%

Floor Court Logo WNBA 1:12:14 15%

Field Level LED MLS 1:08:06 38%

Pole Pad - Side NBA 1:06:32 17%

Pole Pad - Front NBA 1:03:48 19%

Outfield Wall MLB 1:03:25 25%

Courtside Signage NBA 1:02:03 23%

Apron Signage NBA 0:59:40 24%

Basket LED NBA 0:52:40 16%

Source: Relo Census, Broadcast Data, 2023-2024 Regular Season(s)

The percentage of broadcast asset

51% duration in the MLB that was attributed
to Home Plate Signage.
 2024 US SPORTS SCOREBOARD: PLACEMENTS

Placements in sponsorship which benefit

most from exposure on social media
TOP 1-20 PLACEMENTS | BY SOCIAL MEDIA SPONSOR MEDIA VALUE
Source: Relo Census, Social Media Data, 2023-2024 Regular Season(s)

Placement League Sponsor Media Value

>$100M SMV

Jersey Patch $150.4M

>$10M SMV

Social Branded Content $56.8M

Baseline Apron Signage $35.8M

Basket Stanchion $35.3M

Match Kit - Front $34M

Floor Court Logo $28.7M

Social Branded Content $27.9M

Outfield Wall $23.6M

Courtside Signage $23.1M

Apron Signage $22.5M

Home Plate Signage $21.2M

Sideline Personnel $17.7M

Field Level Static $17.2M

Jersey Patch $16.7M

Pole Pad - Front $16M

Bench Setup $15M

Static Dasherboard $14.1M

Helmet $13.8M

Social Branded Content $12M

Sideline Personnel $11.3M

 2024 US SPORTS SCOREBOARD: PLACEMENTS

Placements in sponsorship which benefit

most from exposure on social media
TOP 21-40 PLACEMENTS | BY SOCIAL MEDIA SPONSOR MEDIA VALUE
Source: Relo Census, Social Media Data, 2023-2024 Regular Season(s)

Placement League Sponsor Media Value

Dugout $11.2M

Jersey Patch - Chest $10.5M

Press Backdrop $10.1M

>$1M SMV

Field Level LED $9.1M

Social Branded Content $9M

Basket LED $8.9M

Match Kit - Sleeve $8.8M

Jersey Patch - Abdomen $8.7M

Uniform $8.6M

LED/Fascia $8.4M

Pole Pad - Side $7.8M

Dugout $6.7M

Social Branded Content $6.4M

Coolers $6.2M

Billboards $6.1M

Shot Clock $6M

Social Branded Content $5.7M

LED/Fascia $5.7M

Digital Dasherboard $5.2M

Press Backdrop $4.5M

 2024 US SPORTS SCOREBOARD: PLACEMENTS
2024 US SPORTS SPONSORSHIP | SOCIAL BRANDED CONTENT

Branded Content image value per post

varies significantly between leagues,
while video value remains more balanced
SOCIAL BRANDED CONTENT BY MEDIA TYPE | SMV PER POST
Source: Relo Census, Social Media Data, 2023-2024 Regular Season(s)

Images Videos
$1,000 $916
$900
$800
$677
$700
$600 $555

$500
$400 $333
$246
$300
$344 $200
$200 $293
$231 $239
$100 $155
$113
$-
NFL MLB NBA NHL WNBA MLS

KEY INSIGHT – BRANDED CONTENT

Branded Content videos from the WNBA delivered

34% more value per post compared to images, thanks
to prominent logo lockups and authentic, player-
focused content. Additionally, the league also
generated the highest Branded Content value and
engagement on TikTok amongst the six major,
domestic leagues.

While established leagues like the NFL provide

strong opportunities for image-based campaigns, the
data indicates that brands seeking to invest in video
content should consider partnering with teams in
emerging leagues such as the WNBA and MLS.
 2024 US SPORTS SCOREBOARD: PLACEMENTS
2024 US SPORTS SPONSORSHIP | SOCIAL ASSETS – HIGHEST NUMBER OF POSTS

The NBA Jersey Patch wins big across

social media, appearing in 2x as many
posts as the next non-NBA placement
TOP SOCIAL MEDIA PLACEMENTS | POST COUNT & SMV PER POST

PLACEMENTS League Post Count SMV per Post

Jersey Patch NBA 129,122 $1,165

Basket Stanchion NBA 113,535 $311

Floor Court Logo NBA 85,937 $334

Baseline Apron Signage NBA 76,016 $470

Social Branded Content NBA 74,382 $764

Pole Pad - Front NBA 72,324 $221

Courtside Signage NBA 69,951 $331

Apron Signage NBA 68,930 $326

Outfield Wall MLB 64,830 $365

Home Plate Signage MLB 63,166 $336

Static Dasherboard NHL 58,429 $241

Basket LED NBA 57,121 $156

Helmet NHL 54,267 $254

Pole Pad - Side NBA 53,304 $146

Match Kit - Front MLS 50,630 $672

Source: Relo Census, Social Media, 2023-2024 Regular Season(s)

The percentage of NBA posts with

35% value that featured a Jersey Patch
exposure.
 2024 US SPORTS SCOREBOARD: PLACEMENTS
2024 US SPORTS SPONSORSHIP | UNIFORM ASSETS

The most valuable jersey patch deals in

sports and their advertisers
TOP 20 TEAMS | JERSEY PATCH SMV
Source: Relo Census, Cross-Platform Data, 2023-2024 Regular Season(s)

MLB NBA MLS

1 2 3 4

$34.7M $33.4M $27.8M $26.2M

5 6 7 8

$23.3M $20.4M $17.5M $15.1M

9 10 11 12

$15.1M $14.6M $13.9M $12M

13 14 15 16

$11.5M $11.5M $10.2M $10M

17 18 19 20

$9.8M $9.5M $9.2M $8.9M

 2024 US SPORTS SCOREBOARD: PLACEMENTS

Uniform patch positioning heavily impacts

the primary source of value
AVERAGE % OF VALUE BY LEAGUE | UNIFORM

Broadcast Social Media

7%

31%

69%

93%

KEY INSIGHT – JERSEY PATCH

The MLB jersey patch on the sleeve ensures sponsor logos are recognizable during
broadcasts, particularly during players' movements. However, it struggles to
generate consistent value in player-focused social content. In contrast, the NBA’s
chest-positioned patch frequently appears in player-focused content, but its size
requires zoom-ins during stoppages for visibility.

The Milwaukee Bucks provided Motorola with 112% more social

media exposures than the Padres, but the Padres produced
152% more exposure on broadcast.
 2024 US SPORTS SCOREBOARD: VIEWERSHIP

2024
VIEWERSHIP
BROADCAST VIEWERSHIP
FROM THE TOP EVENTS
OF THE YEAR
 2024 US SPORTS SCOREBOARD: VIEWERSHIP

“In 2024, we saw advanced currency make waves across the

industry as the concept of a multi-currency marketplace
became not just a reality, but the only true way forward. It was
striking to see so many major players—like Paramount—bravely
pivot away from legacy media measurement and put their trust
into data-driven, advanced currencies this year. This is
indicative of just how quickly the entire industry is changing,
and what big media constituents view as the best path forward
in the current ecosystem.

In 2025, we expect the momentum around advanced currencies

to continue as media companies and advertisers seek out more
effective audience reach and a higher return on media spend.
We’ll also likely see agencies and brands prioritize privacy-first,
cross-platform planning and measurement solutions next year
as they lean into a more holistic approach to their campaigns.
Amid the industry’s transformation, it’s critical that publishers,
brands and agencies adapt to the shifting landscape—those who
are willing to take the leap will be primed for success in the new
era of TV advertising.”

Bryan Goski,
Executive Vice President, Revenue
 2024 US SPORTS SCOREBOARD: VIEWERSHIP

Ranking the most watched NFL

broadcasts 1-20
TOP 1-20 NFL BROADCASTS | P2+ VIEWERSHIP

NFL Regular Season Games Network

Viewership*

Chicago Bears @ Detroit Lions (11-28-2024) 36.6M

New York Giants @ Dallas Cowboys (11-28-2024) 31M

Kansas City Chiefs @ Buffalo Bills (11-17-2024) 28.9M

Minnesota Vikings @ Detroit Lions (01-05-2025) 28.5M

Los Angeles Chargers @ Kansas City Chiefs (12-08-2024) 26.5M

Green Bay Packers @ Minnesota Vikings (12-29-2024) 25.8M

Detroit Lions @ San Francisco 49ers (12-30-2024) 24.7M

Dallas Cowboys @ San Francisco 49ers (10-27-2024) 24.4M

San Francisco 49ers @ Buffalo Bills (12-01-2024) 24.4M

Baltimore Ravens @ Kansas City Chiefs (09-05-2024) 24.3M

Kansas City Chiefs @ Atlanta Falcons (09-22-2024) 23.2M

Philadelphia Eagles @ Baltimore Ravens (12-01-2024) 22.9M

Kansas City Chiefs @ San Francisco 49ers (10-20-2024) 22.4M

Tampa Bay Buccaneers @ Kansas City Chiefs (11-04-2024) 22.4M

Miami Dolphins @ Green Bay Packers (11-28-2024) 22.2M

Atlanta Falcons @ Washington Commanders (12-29-2024) 22.2M

New York Jets @ San Francisco 49ers (09-09-2024) 21.5M

Tampa Bay Buccaneers @ Dallas Cowboys (12-22-2024) 21.5M

Dallas Cowboys @ Pittsburgh Steelers (10-06-2024) 20.9M

Cincinnati Bengals @ Dallas Cowboys (12-09-2024) 20.8M

*VideoAmp Viewership Data: VideoAmp’s methodology commingles various data inputs, such as Set-Top Box data and
Smart TV data from Automatic Content Recognition (ACR) providers, creating a comprehensive footprint of 39 million
households and 63 million devices. P2+ represents the total viewership of persons aged 2+.

Viewership does not include OOH (out of home) viewing figures.

 2024 US SPORTS SCOREBOARD: VIEWERSHIP
2024 US SPORTS SPONSORSHIP | NFL VIEWERSHIP

Ranking the most watched NFL

broadcasts 21-40
TOP 21-40 NFL BROADCASTS | P2+ VIEWERSHIP

NFL Regular Season Games Network

Viewership*

Cincinnati Bengals @ Pittsburgh Steelers (01-04-2025) 20.8M

Philadelphia Eagles @ Los Angeles Rams (11-24-2024) 20.6M

Detroit Lions @ Houston Texans (11-10-2024) 20.5M

New York Jets @ Pittsburgh Steelers (10-20-2024) 20.3M

Cleveland Browns @ Baltimore Ravens (01-04-2025) 20.3M

Los Angeles Rams @ Detroit Lions (09-08-2024) 20.1M

Chicago Bears @ Houston Texans (09-15-2024) 19.7M

Green Bay Packers @ Seattle Seahawks (12-15-2024) 19.6M

Buffalo Bills @ Baltimore Ravens (09-29-2024) 19.4M

Houston Texans @ Dallas Cowboys (11-18-2024) 19.2M

Baltimore Ravens @ Los Angeles Chargers (11-25-2024) 19.1M

San Francisco 49ers @ Green Bay Packers (11-24-2024) 19.1M

Cincinnati Bengals @ Kansas City Chiefs (09-15-2024) 19.1M

Philadelphia Eagles @ Dallas Cowboys (11-10-2024) 19M

Indianapolis Colts @ Minnesota Vikings (11-03-2024) 19M

Cincinnati Bengals @ Los Angeles Chargers (11-17-2024) 18.7M

Houston Texans @ Kansas City Chiefs (12-21-2024) 18.7M

Buffalo Bills @ Los Angeles Rams (12-08-2024) 18.4M

Detroit Lions @ Dallas Cowboys (10-13-2024) 17.9M

Detroit Lions @ Green Bay Packers (11-03-2024) 17.9M

*VideoAmp Viewership Data: VideoAmp’s methodology commingles various data inputs, such as Set-Top Box data and
Smart TV data from Automatic Content Recognition (ACR) providers, creating a comprehensive footprint of 39 million
households and 63 million devices. P2+ represents the total viewership of persons aged 2+.

Viewership does not include OOH (out of home) viewing figures.

 2024 US SPORTS SCOREBOARD: VIEWERSHIP
2024 US SPORTS SPONSORSHIP | BROADCAST VIEWERSHIP

Ranking the most watched non-NFL

broadcasts 1-20
TOP 1-20 MOST NON-NFL BROADCASTS | P2+ VIEWERSHIP

REGULAR SEASON GAMES League

Viewership*

Los Angeles Lakers @ Golden State Warriors (01-27-2024) 3.724M

Boston Celtics @ Los Angeles Lakers (12-25-2023) 3.714M

Golden State Warriors @ Los Angeles Lakers (03-16-2024) 3.469M

Denver Nuggets @ Los Angeles Lakers (03-02-2024) 3.303M

Golden State Warriors @ Boston Celtics (03-03-2024) 3.248M

Los Angeles Lakers @ New York Knicks (02-03-2024) 3.145M

Golden State Warriors @ Denver Nuggets (12-25-2023) 3.119M

Phoenix Suns @ Golden State Warriors (02-10-2024) 3.06M

Los Angeles Lakers @ Denver Nuggets (10-24-2023) 3.024M

Dallas Mavericks @ Los Angeles Lakers (01-17-2024) 2.924M

New Orleans Pelicans @ Golden State Warriors (01-10-2024) 2.865M

Los Angeles Lakers @ Phoenix Suns (02-25-2024) 2.81M

Seattle Storm @ Indiana Fever (08-18-2024) 2.739M

Philadelphia 76ers @ Denver Nuggets (01-27-2024) 2.726M

Chicago Sky @ Indiana Fever (06-16-2024) 2.724M

Boston Celtics @ Phoenix Suns (03-09-2024) 2.723M

Dallas Mavericks @ San Antonio Spurs (10-25-2023) 2.71M

Chicago Bulls @ New York Knicks (01-03-2024) 2.659M

Boston Celtics @ New York Knicks (02-24-2024) 2.635M

Phoenix Suns @ Dallas Mavericks (01-24-2024) 2.59M

*VideoAmp Viewership Data: VideoAmp’s methodology commingles various data inputs, such as Set-Top Box data and
Smart TV data from Automatic Content Recognition (ACR) providers, creating a comprehensive footprint of 39 million
households and 63 million devices. P2+ represents the total viewership of persons aged 2+.

Viewership does not include OOH (out of home) viewing figures.

 2024 US SPORTS SCOREBOARD: VIEWERSHIP
2024 US SPORTS SPONSORSHIP | BROADCAST VIEWERSHIP

Ranking the most watched non-NFL

broadcasts 21-40
TOP 21-40 MOST NON-NFL BROADCASTS | P2+ VIEWERSHIP

REGULAR SEASON GAMES League

Viewership*

Los Angeles Dodgers @ New York Yankees (06-08-2024) 2.515M

New York Mets @ Atlanta Braves (09-30-2024) 2.487M

Denver Nuggets @ Golden State Warriors (02-25-2024) 2.437M

Denver Nuggets @ Dallas Mavericks (03-17-2024) 2.379M

Phoenix Suns @ Brooklyn Nets (01-31-2024) 2.347M

Boston Celtics @ New York Knicks (10-25-2023) 2.269M

Indiana Fever @ New York Liberty (05-18-2024) 2.212M

San Francisco Giants vs. St. Louis Cardinals (06-20-2024) 2.206M

Golden State Warriors @ Phoenix Suns (11-22-2023) 2.189M

Philadelphia 76ers @ Milwaukee Bucks (10-26-2023) 2.187M

Boston Celtics @ Philadelphia 76ers (11-15-2023) 2.183M

Philadelphia 76ers @ Dallas Mavericks (03-03-2024) 2.171M

Golden State Warriors @ Denver Nuggets (11-08-2023) 2.171M

Miami Heat @ New York Knicks (01-27-2024) 2.163M

Denver Nuggets @ Boston Celtics (01-19-2024) 2.127M

Milwaukee Bucks @ Boston Celtics (11-22-2023) 2.104M

Boston Celtics @ Miami Heat (02-11-2024) 2.095M

Los Angeles Lakers @ Dallas Mavericks (12-12-2023) 2.093M

Phoenix Suns @ Milwaukee Bucks (03-17-2024) 2.087M

Washington Wizards @ Golden State Warriors (12-22-2023) 2.087M

*VideoAmp Viewership Data: VideoAmp’s methodology commingles various data inputs, such as Set-Top Box data and
Smart TV data from Automatic Content Recognition (ACR) providers, creating a comprehensive footprint of 39 million
households and 63 million devices. P2+ represents the total viewership of persons aged 2+.

Viewership does not include OOH (out of home) viewing figures.

 2024 US SPORTS SCOREBOARD: VIEWERSHIP

Comparing the first 11 weeks of both the

NBA and WNBA seasons, viewership of the
WNBA tracked closely to that of the NBA

With the Walt Disney Company owning the media rights to both NBA and WNBA
games, ABC, ESPN and ESPN2 are the only nationally televised networks airing
matchups from both leagues. For this reason, comparing their viewership trends is
particularly interesting.
While the NBA competes during a crowded sports calendar that is dominated by the
NFL in Fall and Winter, it is impressive that the WNBA had comparable viewership
to that of the NBA.

2024 WNBA & 2023-2024 NBA – P2+ Viewership per Game by Week
NETWORKS CONSIDERED: ABC, ESPN & ESPN2

Christmas is a marquee date for the

2,500,000 NBA, and its impact was reflected
on Week 10 viewership
2,000,000

1,500,000
Storm @ Fever on
08/18 had over
1,000,000 2.7M viewers on
Fever @ Sky on 06/23 (week 6) had ABC
nearly 2.1M viewers on ESPN; Fever @
500,000 Mercury on 06/30 (week 7) reached
nearly 1.8M viewers
0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10Week 11

Average P2+ Viewership for 2024 WNBA games

Average P2+ Viewership for 2023-2024 NBA games P2+ viewership data provided by

*While both the 2024 WNBA and the 2023-2024 NBA regular seasons extended beyond 12 weeks (respectively 16 and 25
weeks), the analysis focuses on the first 11 weeks of each season to ensure an accurate comparison.
 2024 US SPORTS SCOREBOARD: VIEWERSHIP
2024 MLB REGULAR SEASON | BROADCAST VIEWERSHIP

The major national broadcast partners of

the MLB saw elevated viewership in June
compared to the rest of the season

Viewership trends remained consistent amongst the three primary national

broadcast partners for the MLB. FOX, ESPN, and TBS experienced an average
increase of 54% in MLB viewership per game from May to June.
While this elevated viewership was sustained through July, there was a consistent
decline in viewership during August, likely correlated to the Paris 2024 Summer
Olympic Games. The three networks averaged a 16% drop in viewership per game
from July to August.

2024 MLB National Networks – P2+ Viewership per Game by Month

NETWORKS CONSIDERED: FOX*, ESPN & TBS

The most-watched game of the regular season was a June 8th

matchup between the Los Angeles Dodgers and the New York
Yankees, which averaged 2.5 million viewers.
2,500,000
Paris 2024 Olympics

2,000,000

1,500,000

1,000,000

500,000

0
April May June July August September

Average P2+ Viewership for 2024 - FOX

P2+ viewership data provided by
Average P2+ Viewership for 2024 - ESPN
Average P2+ Viewership for 2024 - TBS

Source: Relo Census, Broadcast Data from MLB Regular Season 2024

*FOX data looks at the AGGREGATE VIEWERSHIP of the timeslot; two games on FOX are often simulcast on the network
and aired in different regions
 2024 US SPORTS SCOREBOARD: SOCIAL MEDIA

2024
SOCIAL MEDIA
SOCIAL MEDIA TRENDS
AND PERFORMANCE
 2024 US SPORTS SCOREBOARD: SOCIAL MEDIA

The teams across sports who have seen

the largest YoY increase in social value
Team League 2024 Post Value* % Growth

1 Chicago Sky $11,804,440 1,058%

2 Indiana Fever $43,490,771 984%

3 FC Dallas $9,410,694 279%

4 Minnesota Timberwolves $48,894,800 275%

5 Minnesota Lynx $4,659,398 224%

6 Los Angeles Sparks $3,352,007 194%

7 Los Angeles Dodgers $88,418,758 160%

8 Seattle Storm $4,351,823 147%

9 New York Liberty $8,611,053 127%

10 Phoenix Mercury $7,048,965 108%

11 Detroit Lions $49,982,321 102%

12 Dallas Mavericks $66,195,048 101%

13 Cleveland Guardians $8,575,357 94%

14 Houston Texans $27,029,955 93%

15 Florida Panthers $13,140,955 83%

16 Colorado Rapids $1,107,933 83%

17 Las Vegas Aces $18,662,786 83%

18 Washington Commanders $15,743,602 80%

19 D.C. United $2,809,954 78%

20 Atlanta Falcons $4,224,809 74%

*Social value here refers to the Full Media Value of every owned social post, not the exposure value a brand received
 2024 US SPORTS SCOREBOARD: SOCIAL MEDIA

The NBA dominated across social media,

a clear indicator of the league’s global
reach
LEAGUES | SEASON LENGTH & SOCIAL SMV
Source: Relo Census, Social Media Data, 2023-2024 Regular Season(s)

$65M

$731M

Leagues Cup
Break
$183M

$196M

$56M

$265M

Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan
‘23 ‘23 ‘23 ‘24 ‘24 ‘24 ‘24 ‘24 ‘24 ‘24 ‘24 ‘24 ‘24 ‘24 ‘24 ‘25

KEY INSIGHT – VALUE PER DAY

Among the six major US leagues, the NBA benefits from a global reach higher
than the rest. Such presence resulted in the NBA driving by far the highest value
for brands on social media, both overall and on a per day average ($4.2M).

For further context, the NFL generated less than $2.2M in media value per day,
followed by the MLB with $1M and the MLS with $874K. The WNBA and the
NHL clocked in respectively at $436K and $337K.
 2024 US SPORTS SCOREBOARD: SOCIAL MEDIA

Sponsor media value never dipped below

one million on any day of the 2023-2024
NBA regular season
NBA | SOCIAL MEDIA SMV BY DAY (values in $ millions)
Source: Relo Census, Social Media Data, 2023-2024 Regular Season

Millions
$10
Lakers unveiled Kobe Bryant’s NBA Season Finale
statue, NBA Trade deadline
$9

$8

$7

$6

$5

$4

$3

$2

$1

$-
10/24/23 11/24/23 12/24/23 1/24/24 2/24/24 3/24/24

KEY INSIGHT – TOP PERFORMING DAYS

April 14, the final day of the

NBA regular season,
generated over $9.1M in
value as all teams played and
playoff spots were decided.

February 8 ($8.4M) and

February 10 ($8.3M) also
surpassed $8M, driven by
the NBA trade deadline and
the Lakers unveiling Kobe
Bryant’s statue.
 2024 US SPORTS SCOREBOARD: SOCIAL MEDIA

Marquee highlights on social media led to

the highest peaks of SMV throughout the
NHL season
NHL | SOCIAL MEDIA SMV BY DAY (values in $ thousands)
Source: Relo Census, Social Media Data, 2023-2024 Regular Season

Thousands
$1,000 Connor Bedard scored
the ”Michigan”
$900 Matthew Beniers
interacting with a fan
$800 Referee Garrett Rank’s
call went viral
$700

$600

$500

$400

$300

$200

$100

$0
10/10/23 11/10/23 12/10/23 1/10/24 2/10/24 3/10/24 4/10/24

KEY INSIGHT – HIGHLIGHTS CREATE VALUE

Highlight-reel moments
create value, and December
23 proved it.

Connor Bedard’s jaw-

dropping “Michigan” goal
propelled the NHL’s top day,
with $990K being generated.
Star power and viral plays
remain key drivers of
engagement and value on
social media.
 2024 US SPORTS SCOREBOARD: SOCIAL MEDIA

Star power in action: Ohtani’s historic

50-50 milestone fueled a massive
surge in sponsor media value
MLB | SOCIAL MEDIA SMV BY DAY (values in $ thousands)
Source: Relo Census, Social Media Data, 2024 Regular Season

Thousands
$4,500
Ohtani record-breaking night
$4,000

$3,500

$3,000

$2,500 MLB Home Run Derby

Opening Day

$2,000

$1,500

$1,000

$500

$0
3/20/24 4/20/24 5/20/24 6/20/24 7/20/24 8/20/24 9/20/24

KEY INSIGHT – HISTORIC MOMENTS

On September 19, 2024,

Ohtani became the first player
in MLB history with 50 home
runs and 50 stolen bases in a
season.

Social media went into a frenzy,

and nearly $4.3M in sponsor
media value were generated.
These two posts generated
respectively $342K (the left
one) and $199K (the right one).
 2024 US SPORTS SCOREBOARD: SOCIAL MEDIA

When players become the platform:

Messi’s posts coincided with sponsor
media value spikes
MLS | SOCIAL MEDIA SMV BY DAY (values in $ thousands)
Source: Relo Census, Social Media Data, 2024 Regular Season

Thousands
$12,000
Messi’s post and Inter Miami’s
5-0 win vs Orlando City

$10,000
MLS Decision Day

$8,000

$6,000

$4,000

$2,000

Leagues Cup
Break
$0
2/21/24 3/21/24 4/21/24 5/21/24 6/21/24 7/21/24 8/21/24 9/21/24

KEY INSIGHT – SUPERSTAR POWER

Messi’s Instagram carousel

below generated nearly $1.6M
in SMV on October 19, 2024

Messi’s Instagram carousel

above generated nearly $2.9M
in SMV on October 19, 2024
 2024 US SPORTS SCOREBOARD: SOCIAL MEDIA

Caitlin Clark’s presence defined the

WNBA season and drove the biggest
spikes in value
WNBA | SOCIAL MEDIA SMV BY DAY (values in $ thousands)
Source: Relo Census, Social Media Data, 2024 Regular Season

Thousands
Fever’s first Clark & Reese named All-Stars
$1,600
home win
Caitlin Clark’s first
triple-double
$1,400

$1,200

$1,000

$800

$600

$400

$200

$0
5/14/24 6/14/24 7/14/24 8/14/24 9/14/24

KEY INSIGHT – THE CLARK EFFECT

Caitlin Clark’s influence on the

WNBA and the entire US sports
industry can’t be overstated. The
Indiana Fever player was the main
driver of value.

July 6 was the most valuable day

of the season ($1.6M), and on that
day she became the first WNBA
rookie to ever achieve a triple-
double.
 2024 US SPORTS SCOREBOARD: SOCIAL MEDIA

Sundays dominated the NFL social media

landscape, driving over 39% of the entire
season’s value on social platforms
NFL | SOCIAL MEDIA SMV BY DAY (values in $ Millions)
Source: Relo Census, Social Media Data, 2024 Regular Season

Millions
$8 Panthers and Packers viral
49ers Sideline Personnel
posts (see below)
“sidelines” post NFL Season Finale
$7

$6

$5

$4

$3

$2

$1

$0
9/5/24 10/5/24 11/5/24 12/5/24 1/5/25

KEY INSIGHT – NFL SUNDAYS

NFL Sundays dominate the sports calendar

in the fall and early winter, and it is only
logical that $104M in social media value
were generated on such days. The second
Sunday of the season (September 15,
2024) drove the highest value with other
$7M, fueled by the two TikTok videos on
the right.

Other two marquee dates of the NFL

season like Thanksgiving & Christmas
generated $2.7M & $2.9M.
 2024 US SPORTS SCOREBOARD: SOCIAL MEDIA

Videos emerged as the main driver of fan

engagement across social media
platforms
MEDIA PLATFORMS | BY AVERAGE ENGAGEMENT PER POST
Source: Relo Census, Social Media Data, 2023-2024 Regular Season(s)

Engagements per Video Engagements per Image

27.2K

16.5K

12.4K

3.2K

2.3K

1.1K

1K

975

KEY INSIGHT – VIDEO PERFORMANCE ON INSTAGRAM

Instagram videos consistently outperformed images in driving engagements

across all leagues, but the extent of this delta varied.

MLS led with videos generating 2.7x the engagement of images, followed by the
NFL ranked at 1.7x and the MLB at 1.4x. The WNBA and the NHL both saw a
smaller - but notable – delta of 1.2x, while the NBA experienced the narrowest
gap with videos delivering 1.1x the engagement of images.
 2024 US SPORTS SCOREBOARD: SOCIAL MEDIA

Consumption trends can vary by league,

but short videos tend to drive higher fan
engagement on Instagram
LEAGUES | BY AVERAGE ENGAGEMENT PER INSTAGRAM VIDEO LENGTH
Source: Relo Census, Social Media Data, 2023-2024 Regular Season(s)

Avg. Engagements – Videos under 120 secs. Avg. Engagements – Videos over 120 secs.

26.5K

3K

26.3K

9.2K

24.7K

22.8K

12.4K

14.3K

7.5K

6.6K

6.6K

6.2K

KEY INSIGHT – VIDEO PERFORMANCE ON INSTAGRAM

The data shows a clear correlation between video length and fan engagement on
Instagram, especially in the MLS and NBA: shorter videos outperformed longer
ones. However, video length is not the only factor that influences engagement –
content type is equally important. The MLB is a perfect example of that:
interview with fans, behind-the-scenes content, celebratory posts can be a great
source of engagement regardless of their length.
 2024 US SPORTS SCOREBOARD: SOCIAL MEDIA

WNBA teams have cultivated an audience

that is far more likely to engage with their
content - even with a lower follower count
ENGAGEMENT RATE | OWNED SOCIAL ACCOUNTS
Source: Relo Census, Social Media Data, 2023-2024 Regular Season(s):

Engagements per Post / 1000 Followers

Average Number of Followers

1 0
. 0 4 5
0 0 0

9 .0

9.19
4 0 0 0

8 .0

3 5
0 0 0

7 .0

3 0 0 0

6 .0

2 5
0 0 0

5 .0

2 0 0 0

4 .0

3.58
1 5
0 0 0

3 .0

3.08
2.80 2.66 1 0 0 0

2 .0

1.35
5 0 0 0

1 .0

0 .0 0

KEY INSIGHT – WNBA ENGAGEMENT

The WNBA had the highest engagement rate amongst the six leagues on all four
platforms that were considered (Facebook, Instagram, TikTok, X). With the
emergence of stars within their league, teams have prioritized player focused
content to produce fan engagement.

Brands that work with WNBA teams should expect to reap the benefits of their
investment due to engagement that is consistently exceeding expectations
relative to the number of followers.
 2024 US SPORTS SCOREBOARD: SOCIAL MEDIA

Marquee highlights, player interactions

and look-a-like content were the most
engaging posts
MOST ENGAGING POST PER LEAGUE | RELO CENSUS
Source: Relo Census, Social Media Data, 2023-2024 Regular Season(s)

Engagements: 8.3M Engagements: 3.1M Engagements: 4.4M

Accounts: @nba, @dallasmavs Account: @nfl Account: @intermiamicf

Engagements: 2.6M Engagements: 864K Engagements: 837K

Account: @mlbonfox Account: @espn Account: @espn
 Relo Census
EVERY TEAM. EVERY BRAND. EVERY ASSET.

The most comprehensive, accurate & granular sponsorship

dataset available to fuel your insights & strategy

All of the sponsorship valuation data found in

this report was powered by Relo Census -
the most comprehensive, accurate, and
granular sponsorship dataset available to fuel
your insights & sponsorship strategy.

We are tracking every brand exposure for

every team across every broadcast and an
extensive social ecosystem for seven major
leagues and counting. This data set allows
you to benchmark performance, see
examples of the highest-performing creative,
optimize in near real-time and more.

Optimize &
Strategize Competitive Insights Benchmark

Know how your performance See where competitors have Compare placements within or
compares to other assets and work invested, what value are they between leagues to better quantify
with partners to maximize values getting & how that compares to success and make informed
with access to examples of high your own to know where you should decisions on who to partner with.
performing creative expand to win market share

Visit relometrics.com/relo-census to learn more.

US SPORTS SCOREBOARD:
FUTURE OF SPONSORSHIP
Authored by:

Ryan Meizinger Marco Giavazzi

Director, Insights and Manager, Insights and
Services Services

Brett Pistotnik
Consultant, Insights and
Services