THE WEEKLY REPORT

Vol. 29 | December 19th, 2024

Good Morning!

Happy Holidays from all of us at Out2Win!

This week, we’re diving into engagement rates across sports, spotlighting one of the most unique NIL campaigns of the college football season, and unveiling the Most Marketable Men’s Basketball Teams as the season kicks off. Let’s get started!

Engagement by the Numbers: How Sports Stack Up

Engagement rate is one of the most telling metrics when it comes to understanding fan loyalty and audience connection across sports. Unlike simple follower counts, engagement rate shows whether the audience is actively interacting—liking, commenting, sharing, or watching—versus just scrolling past without paying attention.

Athletes, in particular, boast significantly higher engagement rates compared to traditional influencers. This is because fans often view athletes as role models and are deeply invested in their journeys, both on and off the field. A high engagement rate not only indicates that content resonates with the audience but also signals loyalty and authenticity—key factors for brands aiming to build meaningful connections with their consumers.

I know what you’re thinking—cheer has the highest engagement rate?

The numbers don’t lie—cheerleaders are masters of engagement, both on and off the field! With standout athlete influencers like Mary Sergi, Kyla Hebert, and Ellie Wagner leading the way, they set the bar for connecting with audiences.

CHEERLEADING

  • Visually Captivating Content: High-energy routines, dynamic stunts, and behind-the-scenes glimpses are perfectly suited for platforms like Instagram and TikTok, grabbing attention instantly.

  • Underserved Market: Unlike football or basketball, cheerleading receives less mainstream coverage, making fans more eager to engage with the available content.

  • Cross-Demographic Appeal: Cheerleading attracts a wide audience, from sports enthusiasts to those drawn to its blend of athleticism and artistry.

  • Top Influencers: Cheerleaders like Mary Sergi, Kyla Hebert, and Ellie Wagner exemplify how athletes in the sport connect authentically with their audiences, setting the standard for engagement.

FOOTBALL AND BASKETBALL

Football and basketball follow closely behind cheerleading in engagement rates, thanks to their massive fan bases and the unique ways athletes in these sports captivate audiences on and off the field or court. Here's why these sports dominate in engagement:

FOOTBALL
  • Massive Fanbase: Football’s deep-rooted cultural presence in the U.S., especially at the college level, drive unparalleled fan loyalty and interaction.

  • Star Power: Football players often have large platforms, allowing them to connect with diverse audiences through their athletic performances and personal stories

  • Game-Day Culture: Tailgating, rivalries, and weekly matchups create a year-round conversation, keeping fans highly engaged with players and teams.

  • Highlight Reels: Explosive plays and game-winning moments are perfect for short-form video content, thriving on platforms like TikTok and Instagram.

BASKETBALL
  • Frequent Games: A packed schedule keeps the audience consistently engaged with fresh content and storylines throughout the season.

  • Social Media Savvy: Basketball players, especially at the collegiate level, excel at sharing lifestyle content, game highlights, and behind-the-scenes moments that resonate with fans.

  • Global Appeal: Basketball’s universal popularity broadens its reach, attracting engagement from audiences worldwide.

Curious about how the rest of the sports stack up?

Schedule a call with uswe’ve got you covered!

Unveiling the Most Marketable Men’s Basketball Teams 🏀

College basketball teams aren’t just sports powerhouses—they’re marketing goldmines. For brand marketers, a team’s value lies in its ability to engage audiences, drive campaigns, and deliver results. Out2Win’s scoring system calculates a team’s marketability by aggregating the individual Out2Win scores of its athletes, factoring in hundreds of social media performance data points.

The result? A data-driven ranking of the teams that offer the best opportunities for brand amplification. Out2Win’s latest update empowers users to explore teams in any sport, ranked by their holistic marketability from most to least. Here’s a look at the top teams leading the way in athlete-driven marketing:

WHY FULL-TEAM DEALS?

Partnering with an entire team not only amplifies a brand’s reach but also reflects the broader visibility and influence of the program itself. These deals tap into the collective power of a team’s athletes, leveraging their combined social media presence and fan engagement to deliver impactful campaigns.

  • Amplified Reach: A full-team deal leverages the combined social media presence of all athletes, ensuring maximum visibility and engagement.

  • Authenticity and Trust: Supporting an entire team demonstrates genuine commitment, fostering trust and loyalty among fans.

  • High ROI: The collective influence of a full roster delivers greater impact, maximizing the value of your marketing investment.

BREAKING THEM DOWN

  • North Carolina Tar Heels: With a storied history and a strong fan base, the Tar Heels consistently rank high in national polls. Will the recent appointment of NFL legend Bill Belichick as head football coach further elevate the university's profile across sports?

  • Duke Blue Devils: Known for their consistent performance and strong recruiting classes, the Blue Devils maintain a significant presence in college basketball. They are currently ranked No. 5 in the AP Top 25 poll, reflecting their ongoing competitiveness.

  • Central Florida Knights: As a member of the Big 12 Conference, UCF has been making strides in men's basketball, aiming to enhance their competitiveness and visibility on a national level.

  • Michigan State Spartans: The Spartans have returned to the AP Top 25 rankings, currently sitting at No. 21. Their strong performance in the Big Ten Conference contributes to their high marketability.

  • Arkansas Razorbacks: Under new head coach John Calipari, the Razorbacks have garnered significant attention, currently ranked No. 16 in the AP Top 25 Men's College Basketball Poll. This leadership change has boosted their visibility and market appeal.

Unique Campaign Highlight: Pork Rinds’ Crunch Time Hero

OVERVIEW

The "Crunch Time Hero" campaign by Pork Rinds celebrated college football's unsung heroes by highlighting a standout athlete each week who delivered a game-changing play. These athletes, often overlooked in traditional coverage, were recognized not just with praise but with NIL deals, tying their spectacular performances to the brand's ethos of boldness and standout moments.

EXAMPLE HEROS

  • Devin Grant, Syracuse Orange: Grant made a pivotal play by forcing a fumble and recovering it for a 56-yard touchdown, giving Syracuse the lead in a crucial game and energizing his team to victory.

  • Matayo Uiagalelei, Oregon Ducks: Uiagalelei showcased his defensive prowess with 5 total tackles and a game-sealing interception late in the matchup against Wisconsin.

EXECUTION

Pork Rinds brought the campaign to life on Instagram, where each "Crunch Time Hero" proudly showcased their free products in authentic, branded posts. These posts resonated with fans and effectively amplified the campaign’s reach, blending recognition with organic promotion.

By tying NIL deals directly to incredible on-field moments and engaging athletes to promote the campaign, Pork Rinds successfully aligned their brand with the excitement of college football while connecting deeply with fans. This execution serves as a model for how brands can maximize impact through creative, athlete-centered NIL partnerships.

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