Marketers considering sports-related endorsement deals could use the social clout of athletes as a key selection criteria for sponsorship opportunities, according to Adobe Digital Index (ADI), which today released its Wimbledon 2015 analysis.
The key finding: Serbia’s Novak Djokovic and the U.S.’s Serena Williams have the most social clout going into this year’s Wimbledon Championships, implying that marketers should be eying them for potential partnerships.
According to ADI, Djokovic’s social media universe consists of more than 10 million fans and followers. He has had the most mentions in the past 30 days, with the highest international reach. Meanwhile, Williams’ social media empire consists of 8.7 million fans and followers. She placed second for social mentions and has had the highest number of Instagram followers.
To rank the top tennis athletes on social, ADI calculated social value based on 5 million-plus social mentions, Twitter followers, Facebook page likes, Instagram followers, international reach of buzz, positive sentiment of social mentions, and total social fan following. Here are the top 10 most marketable tennis athletes:
“The composite index of social clout clearly demonstrates that there are many angles to consider when selecting an athlete for a marketing sponsorship,” said Tamara Gaffney, principal analyst, ADI. “Marketers should look at sentiment, international reach, overall fan base and different leadership positions by network to select the best possible fit. Tennis very may well be the best place to find female athletes for product endorsements.”
ADI’s analysis also found Wimbledon trending higher in social buzz this year than it did last year. In addition, 2014 winners Djokovic and Petra Kvitova of the Czech Republic have benefitted on social since winning the final, with more mentions this year than last year.
“We’re finding that victory can certainly boost the social presence of an athlete,” said Joe Martin, an analyst at ADI. “Marketers should be looking at social clout when considering athletic sponsorships and work with athletes to activate their social clout.”
ADI predicts this year will be the biggest Wimbledon ever on social media, averaging 1.5x more mentions than in 2014. Leading up to the event, the tournament is already averaging 8x more mentions than the French Open and 5x more than the Australian Open.
About Adobe Digital Index
Adobe Digital Index publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from over 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising.
About Adobe Digital Insights
Adobe Digital Insights publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from more than 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising.
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