Nike derived $461.9 million in total sponsorship value from nearly 12,000 promoters and 5.56 billion social media engagements in the 12 months through August. 1 2020, topping SportsPro’s inaugural list of World’s 50 Most Marketed Brands powered by Hookit*.
The rest of the Top 10 were Emirates Airlines, $252.2 billion; Adidas, $228.0 billion; Monster Energy, $119.3 million; Red Bull, $114.4 million; State Farm, $112.8 million; Santander, $105.9 million; Standard Chartered, $79.0 million; Puma, $75.0 million; and Beko, $56.4 million.
Among other sporting goods companies, Spalding was No. 33 with a total sponsorship value of $35.2 million; New Balance was at 37, $33.0 million; Under Armour was at 41, $24.6 million; and Reebok was at 50, $22.0 million.

*Hookit’s methodology for assessing sponsorship value is built on its SportGraph and computer vision technology, which tracks the social activity of every major professional athlete, team and league, totaling more than 500,000 accounts. The full list is here.

Photo courtesy Hookit/Nike