Digital_Value_of_Fans_2023

TABLE OF cONTENTS
1-2
Introduction
3-9
Leagues
10-17
Teams
18-25
Athletes /
Influencers
26-34
Brands
Digital Value of Fans 2023
Introduction
One of the few things in life that is certain is change, and the world of digital and sports is no exception
to this. And, whilst change is inevitable one constant that the sports industry needs to remain focused
on to ensure sustainability and future growth: the fan. The tried and tested model of fandom has been
challenged. As a result, fans have developed digital communities to drive connection with each other,
their favourite athletes and their favourite teams, sport is increasingly reliant on digital channels and in
particular social media to communicate and extrapolate the most value from their fans.
As digital channels continue to represent such an increasingly significant source of value for sports
rights holders, we have created our annual “Digital Value of Fans” report to better understand the value
of the digital landscape in sports. This year we’ve also recognized the value sports fans bring to brands
and media agencies, with over 590 brands generating almost 80M euros in total value, we wanted this
report to also look at digital in sports through the lenses of brands.
Our Digital Value of Fans report focuses on four questions:
Firstly, which leagues and teams have the biggest digital inventory? While this list contains the “usual
suspects” it is important to understand this element of size, in terms of which properties command the
biggest audience and convert this to the greatest digital value. Secondly, and perhaps of greater
insight, which of these leagues and teams are more efficient and are more successful at extracting
value per fan? This measure of efficiency is a key metric in evaluating how properties are performing;
similar to the concepts of GDP and GDP per Capita, the biggest teams and leagues will always have the
largest overall inventory due to the size of their followings, but which teams are generating the most
value relative to the size of their audience? Thirdly, how do influencers and talent play a role in the
digital world? Looking at influential athletes (like the Messi’s and Ronaldo’s of the world) but also the
pure ‘influencers’ such as Mr Beast and ranking them in terms of value per fan, what value do they bring?
Finally and perhaps most importantly for the future of sports in the digital ecosphere is the role of
brands. How do brands engage in sports activations? What are engaged and valuable categories and
content series? Taking a look at the current opportunity for brands and where their money is best
spent.
The Digital Value of Fans uses the power of Horizm’s platform and the rigour of its analytics to deliver
data driven answers to all these questions, and more, including an analysis of which channels drive the
most value.
We hope you enjoy.
1
APPROACH
In this report we have used Intelligenz to compare performance over 12 months, looking at audience
size, value per fan and the primary drivers of value - activity levels and post performance - from the
world’s leading sports leagues, teams, athletes, content creators and brands... For this report, we have
focused all analysis on Facebook, Instagram, Twitter, YouTube and TikTok during 2022.
Below we outline our approach to these different areas:
Size Value per fan Drivers of Value

Who has the biggest digital Who is able to generate more Besides size of audience, what
inventory? social / digital value relative to drives the value being
the size of the audience? generated? Activity or quality
and performance of the posts? Is
there a correlation between
number of posts published and
the performance of those posts?
total inventory activity
(number of posts)
total audience value per fan performance

per post
impressions/engagement
2
Leagues
Leagues Digital Value of Fans 2023
Leagues Ranking by Audience

Premier League, La Liga and NBA are the top three leagues in terms of audience. Combined they
represent more than 2B followers.
863,363,469
Premier League 863,363,469863,363,469
La Liga 863,363,469
735,447,161
NBA
451,846,770 863,363,469
Serie A 306,036,098 863,363,469
NFL
255,099,678 863,363,469
Ligue 1 246,263,805 863,363,469
Bundesliga
204,376,481 863,363,469
IPL
187,983,111 863,363,469
Brasileirao
177,936,971 863,363,469
MLB
141,018,748
F1
138,787,319 863,363,469
Turkish Super Lig 98,855,794 863,363,469
Liga MX 91,689,525 863,363,469
NHL
88,708,036 863,363,469
EFL Championship 41,121,150 863,363,469
Euroleague
36,257,948
863,363,469
MLS
34,873,671
863,363,469
Eredivisie 33,342,624
863,363,469
Liga Portugal 27,631,682

863,363,469
MotoGP
25,916,742
863,363,469
Womens Super League 25,525,200

863,363,469
La Liga 2 13,102,071
NASCAR
11,619,824
Scottish Premiership 9,873,925
J1 League 9,279,441
0M 200M 400M 600M 800M 1,000M
4
Leagues Ranking by value generated

From a value generated perspective, Brasileirao (First Brazilian League) leapfrogs the NBA and joins the
top 3 with the Premier League and La Liga.
Premier League €566,127,579
La Liga €420,095,730
Brasileirao
€268,139,056
NBA
€222,333,691
NFL
€186,988,122
IPL
€171,821,711
MLB
€121,012,048
F1
€117,597,037
Serie A €116,226,852
Ligue 1 €106,176,800
Liga MX €82,790,876
Turkish Super Lig €79,320,994
NHL
€75,126,748
Bundesliga
€55,839,800
Liga Portugal €32,031,819
EFL Championship €31,113,207
MLS
€25,698,239
Euroleague
€22,975,293
Eredivisie €20,964,090
Womens Super League €19,322,176
J1 League €18,071,506
Scottish Premiership €14,745,024
La Liga 2 €13,066,978
NASCAR
€9,757,563
MotoGP
€9,013,937
€0 €100 €200 €300 €400 €500 €600
5
Evolution in the past 3 years

From the top 5 leagues, the Premier League audiences are the ones growing the most in the last 3
years, widening the gap between them and other leagues. However, from a value generated all the
other leagues have been closing the gap.
Premier League La Liga NBA Serie A NFL
AUDIENCE GROWTH
1000
+52.74%
750 +36.87%
500
+26.61%
+37.22%
250 +31.44%
0
2020
2021
2022
VALUE GENERATED
800
600
+58.99%
400 +91.78%
+88.73%
+122.00%
200
+71.56%
0
2020
2021
2022
6
Leagues Ranking by value per fan

J1 League is the best top league in terms of extracting value from their fans, followed by Brasileirao and
the Scottish Premiership.
J1 League €1.95
Brasileirao
€1.51
Scottish Premiership €1.49
Liga Portugal €1.16
La Liga 2 €1.00
IPL
€0.91
Liga MX €0.90
MLB
€0.86
F1
€0.85
NHL
€0.85
NASCAR
€0.84
Turkish Super Lig €0.80
Womens Super League €0.76
EFL Championship €0.76
MLS
€0.74
NFL
€0.73
Premier League €0.66
Euroleague
€0.63
Eredivisie €0.63
La Liga €0.57
NBA
€0.49
Ligue 1 €0.43
Serie A €0.38
MotoGP
€0.35
Bundesliga
€0.27
€0 €0.5 €1 €1.5 €2 €2.5
7
Comparison of performance vs number of posts

There are different strategies among the top leagues, from heavy posting volume like NHL, to a very
curated approach of MotoGP
CURATED APPROACH HIGH PERFORMANCE

8%
7%
6%
Average ENGAGEMENT RATE
5%
4%
3%
2%
1%
CONSERVATIVE APPROACH VOLUME PLAY
0 50,000 100,000 150,000 200,000 250,000 300,000
NUMBER OF POSTS
8
KEY takeaways from leagues analysis
The power of Sports:
US Sports, NBA still the biggest:
 
The top 25 leagues have a combined audience American Sports have 5 leagues in this
of 4.2B people generating more than 2.8B ranking, including 3 on the top 10 with NBA
euros a year and 676B impressions with their being the biggest one. Despiste the domestic
digital inventory
market dominance from the NFL, the higher

global nature of the NBA reigns supreme.
Growth, growth and more

growth:
  Cricket, the (sometimes)
forgotten gem:
 
Compared with 2020, the top 5 leagues
continue to grow their inventory and audience Many times, forgotten in these conversations
upwards of 20% a year and in many occasions is IPL and cricket. One of the top leagues in
upwards of 40-50%.
the World, bigger than traditional powerhouse

leagues like MLB or Formula One. The other
Not all growth is created equal:   top leagues come from motorsports with
Formula One, Moto GP and Nascar
Although the Premier League has grown their

audience at a faster pace than the other top 5 Women’s sports on the rise:
 
leagues, other leagues have been able to grow
the value generated more. This can be
explained by the fact that a lot of the growth Finally, it’s important to highlight the presence
of EPL audience has been in lower advertising of a Women’s sports league in the top 25 in the
rates / CPM countries (Middle East, Africa).
World with the Women’s Super League
Football Dominance:
 
Not surprisingly, football is the dominant sport
in the World with 6 out of the top 10 leagues
and 16 out of the top 25 being football
leagues. These 16 leagues are from 13
different countries in 4 different Continents
showcasing the global nature of the Sport.
UK & Spain-kings of football:

 
Premier League continues to be the dominant
league in the World with the most amount of
followers and value generated, followed by La
Liga. English and Spanish dominance
including two second divisions in the EFL
Championship and La Liga 2 on the list of the
top 25
9
Teams
Teams Digital Value of Fans 2023
TEAMS Ranking by audience

Real Madrid, Barcelona and Manchester United continue to be the top 3 dominant forces but with Paris
Saint Germain close by.
Real Madrid 331,238,247
Barcelona
314,982,773
Manchester United Football Club 204,662,146
Paris Saint-Germain , ,
176 155 545
Juventus
136,508,763
Chelsea Football Club 1 32,212,593
Liverpool Football Club 129,573,732
Manchester City Football Club 118 77, 3,263
FC Bayern München ,
115 575 ,282
Arsenal Football Club 9 3,461,985
Tottenham Hotspur Football Club ,

77 186 ,299
AC Milan 59 1 , 21,794
Los Angeles Lakers 56 ,066,643
Golden State Warriors , 3,109

54 95
Flamengo
52,928,838
F.C. Internazionale Milano 52,075,142
Borussia Dortmund 47 ,348,315
Galatasaray
4 0,095,711
Atlético Madrid 4 0,087,664
Chennai Super Kings 36,452,604
Mumbai Indians 35,471,113
FaZe Clan 33,202,402
Sport Club Corinthians Paulista 32,377,461
Chicago Bulls 32,170,004
Mercedes
31,363,020
0M 100M 200M 300M 4 00M
11
TEAMS Ranking by value generated

The same top 3 teams dominate in terms of value generated, followed by Liverpool and Chelsea that
overcome PSG in terms of value generated.
Real Madrid €207,330,513

Barcelona
€168,434,004
Manchester United FC €149,962,530
Liverpool FC €114,833,563
Chelsea FC €78,792,011
Paris Saint-Germain €71,715,098
Flamengo
€71,596,763
Manchester City FC €68,319,428
Golden State Warriors €57,380,381
Sport Club Corinthians Paulista €49,865,591
Arsenal FC €48,969,854
Juventus
€37,265,148
Chennai Super Kings €36,720,086
Mercedes
€35,860,757
Mumbai Indians €29,983,821
Tottenham Hotspur FC €28,715,579
Galatasaray
€25,340,907
FC Bayern München €24,748,365
AC Milan €23,393,747
F.C. Internazionale Milano €20,252,781
Los Angeles Lakers €17,145,261
Chicago Bulls €11,235,391
Atlético Madrid €9,768,650
Borussia Dortmund €9,616,833
FaZe Clan €6,673,280
€0 €50 €100 €150 €200 €250
12
Teams Q1 2023/Report
Evolution in the past 3 years
Real Madrid has grown significantly the value they have generated from their digital inventory fueled by
growth in audience and activity level (number of posts published)
Real Madrid Barcelona Manchester Utd PSG Juventus Chelsea Liverpool
AUDIENCE GROWTH
400
+35.66%
+34.04%
300
200
+48.55%
+104.65%
+33.01%
+43.48%
100 +51.16%
0
2020
2021
2022
VALUE GENERATED
250
+127.47%
200
+66.34%
150 +41.51%
+157.14%
100
+00.0%
+36.21%
50
+91.67%
0
2020
2021
2022
13
TEAMS Ranking by VALUE PER FAN

The top two teams in Brazil dominate the value per fan rankings followed by Mercedes, Warriors and
Chennai Super Kings from IPL.
Sport Club Corinthians Paulista €1.54

Flamengo
€1.35
Mercedes
€1.14
Golden State Warriors €1.04
Chennai Super Kings €1.01
Liverpool Football Club €0.89
Mumbai Indians €0.85
Manchester United Football Club €0.73
Galatasaray
€0.63
Real Madrid €0.63
Chelsea Football Club €0.60
Manchester City Football Club €0.58
Barcelona
€0.53
Arsenal Football Club €0.52
Paris Saint-Germain €0.41
AC Milan €0.40
F.C. Internazionale Milano €0.39
Tottenham Hotspur Football Club €0.37
Chicago Bulls €0.35
Los Angeles Lakers €0.31
Juventus
€0.27
Atlético Madrid €0.24
FC Bayern München €0.21
Borussia Dortmund €0.20
FaZe Clan €0.20
€0 €0.25 €0.5 €0.75 €1 €1.25 €1.5 €1.75
14
Comparison of performance vs number of posts

When compared to their peers the value per fan of Brazilian teams can be explained due to their level of
social activity without losing engagement.

8%
7%
6%
Average ENGAGEMENT RATE
5%
4%
3%
2%
1%
0 5,000 10,000 15,000 20,000 25,000 30,000
NUMBER OF POSTS
15
top5 activated performing posts
The partnership of Khaby Lane with Juventus in their kit launch, it's the most valuable post of 2022.
Followed by a few full time results from Real Madrid.
Juventus Real Madrid Real Madrid

Kit Launch Adidas full time emirates full time emirates
1 value €177,573 2 value €149,362 3 value €120,592
Borussia
Manchester United Mönchengladbach.
Kit Launch Adidas On this Day Sure Secure
4 value €113,426
5 value €102,950
16
KEY takeaways from TEAMS ANALYSIS
Land of giants:
Quantity matters?:
 
These 25 teams generate about 50% of the From the analysis, we can see there is not a
value (with also about half of the total direct correlation between volume of posts
audience) that the top 25 leagues do. Just and engagement rate which speaks volume
these teams alone have a combined audience about how fans tend to always engage with
of 2.4B and generate an annual value of 1.4B Sports teams. As seen in the Brazilian
euros.
example that benefits those that are more

active. Those teams generate more value
without losing engagement rate.
With some really big ones:

 
Real Madrid, Barcelona and Manchester United 1+1=3:

 
continue to dominate, representing an
audience of 850M and more than 500M euros
Looking at the most valuable posts from these
of value.
teams, we see the usual suspects on top with

plenty of Real Madrid, Barcelona and
Mirror mirror on the wall, who’s Manchester United posts. However, the actual
top post is a Juventus kit launch partnership
growing the most?:
 
with Khaby Lame, showcasing the value of
bringing high profile outside content creators
As referenced before, top leagues and teams to amplify teams’ messages.
continue to grow extensively their audiences

and value generated. From the top clubs
nobody has grown more than Paris Saint
Germain that since 2020 have more than
doubled their audience and value generated.
Honorable mention to Real Madrid that also
have more than doubled the value of their
digital inventory.
Brazilian busy bees:

 
Brazilian teams top the table of value per fan

with Flamengo and Corinthians on top 10 of
the teams in the World that generate the most
value. This was lowecase by the fact that they
were the top teams that posted the most in
the past year without losing engagement. For
instance, Flamengo posted 29,809 versus
5,051 times from Los Angeles Lakers while still
getting a higher engagement rate.
17
Athletes /
Influencers
Athletes
100M
200M
300M
400M
500M
600M
700M
800M
80
7,3
59
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47
Cr
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6,
8 78
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Neymar complete all football top 3.
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athletes/influencerS ranking by audience
Cristiano Ronaldo continues to be clearly the biggest athlete in terms of social following. Messi and
Mr
Be
as
t
Athletes
40M
50M
60M
70M
80M
90M
100M
200M
10
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2,0
55
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athletes/influencers ranking by audience
Athletes Digital Value of Fans 2023
athletes/influencerS ranking by VALUE

GENERATED
Similarly Cristiano Ronaldo continues to dominate the ranking of value generated but Mr. Beast, as a
content creator, is in second place
Cristiano Ronaldo €85,427,644
Mr Beast €49,810,935
Lionel Messi €36,277,142
Neymar
€29,482,792
Virat Kohli €27,628,051
Karim Benzema €17,090,702
LeBron James €15,393,189
Conor McGregor €13,078,517
Ronaldinho
€12,772,119
Kylian Mbappe €11,839,938
Robert Lewandowski €10,179,820
Sachin Tendulkar €8,380,216
David Beckham €7,249,506
Dude Perfect €6,361,548
Jake Paul €6,042,444
Marcelo
€4,919,157
Logan Paul €4,724,658
Steph Curry €4,658,144
James Rodriguez €2,988,423
Gareth Bale €2,862,660
Mohamed Salah €2,638,876
Rohit Sharma €2,638,512
Wayne Rooney €1,354,846
Kaka
€1,305,952
Antoine Griezmann €956,894
€0 €20000 €40000 €60000 €80000 €100…
21
athletes/influencer ranking by VALUE PER FAN

This can be justified by the fact that compared with Athletes, Mr Beast and to a lesser extent Dude
Perfect do a better job monetizing their content - which is to be expected.
Mr Beast €0.46
Conor McGregor €0.18
Robert Lewandowski €0.15
Karim Benzema €0.13
Dude Perfect €0.13
Jake Paul €0.12
Cristiano Ronaldo €0.11
Logan Paul €0.10
Kylian Mbappe €0.09
Virat Kohli €0.08
Ronaldinho
€0.08
Neymar
€0.08
Sachin Tendulkar €0.07
LeBron James €0.07
Lionel Messi €0.07
Steph Curry €0.06
David Beckham €0.05
Marcelo
€0.04
Rohit Sharma €0.04
Mohamed Salah €0.04
Gareth Bale €0.03
James Rodriguez €0.03
Wayne Rooney €0.02
Kaka
€0.01
Antoine Griezmann €0.01
€0 €0.1 €0.2 €0.3 €0.4 €0.5
22
comparison of performance vs nº of posts

There are very different strategies among the individuals analyzed, from Dude Perfect or Conor
McGregor posting almost 1,500 times a year to Kaka or Griezmann closer to 100.

16%
14%
12%
engagement rate
10%
8%
6%
4%
2%
0 250 500 750 1,000 1,250 1,500
NUMBER OF POSTS
23
top 5 performing posts

Mr Beast videos or big World Cup posts (huge win or loss) are in the top of the best performing posts for
athletes and content creators.
Mr. Beast
Leo Messi
Cristiano
Rihanna
1 value €1,277,841
Neymar
2 value €997,109
3 value €928,139
4 value €772,239
5 value €719,602
24
KEY takeaways from athletes/influencerS

ANALYSIS
The Power of One:
But people love them:

 
These top 25 individuals have a similar Engagement rates for these individuals are
combined audience (4.1B) to the top 25 much higher than for the top 25 teams (9.8%
leagues and all their teams.
vs 5.6%).
Football still reigns supreme:

  Viral is their media name:
 
The global nature of football makes these Their best performing posts are able to
athletes worldwide superstars with Cristiano generate way more engagement and reach as
Ronaldo, Messi and Neymar having the top 3 people identify with their wins and struggles.
spots in terms of audience for a grand total of Best performing posts for Mr.Beast, Messi and
1.7B followers.
Ronaldo close to 1M euros each.
Athletes not social media Content Creators = $:

 
professionals:
 
Not surprisingly content creators like
Although in terms of audience these 25 Mr.Beast or Dude Perfect top the ranking of
individuals are similar to the top 25 leagues, value per fan as they are much more focused
the value created as expected is much lower on driving revenues out of their followers
about 10% with 366M euros. That is mainly base.
driven by a much lower activity level compared

with professional teams (average of 505 posts
per year vs 11,800).
25
Brands
Brands Digital Value of Fans 2023
overall picture
There are more than 590 brands activating digitally in Sports generating almost 80M euros. Apparel,
Travel and Entertainment & Media are the more relevant categories.
590 59,674 €78,7m

Total number of brands Total number of
Total Value
activated posts
TOP 10 CATEGORIES 12,15%
21,11%
Apparel 5%
2,5
Travel 5%
3,1
Entertainment & Media
%
3,20
Financial Services / Insurance
Electronics / Home Appliances 4,55%
Automotive / Tyre
Betting & Gaming 5,56%
Drinks (beer) 17,15%
Crypto
6,8
Professional Services 2%
Other
12,37% 11,39%
27
most engaged categories and content series

Fantasy Sports generate the most engagement from all the categories involved in Sports. Apparel and
e-Commerce complete the top 3.
TOP 10 Categories per Engagement Rate
Fantasy Sport 6.65%
Apparel
6.42%
E-Commerce
6.01%
Timing
5.82%
Education
5.36%
Travel
4.96%
Entertainment & Media 4.85%
Health & Fitness 4.72%
Drinks (energy) 4.28%
Electronics / Home Appliances 4.22%
0% 1% 2% 3% 4% 5% 6% 7%
TOP 10 Content Series per Engagement Rate
Match Announcement 5.44%
History
5.35%
Warm Up 4.97%
Birthday
4.84%
Match Full Time 4.13%
Behind the Scenes 4.02%
Match Half Time 3.79%
Squad List 3.63%
Press Conference 3.33%
Starting Eleven 3.29%
0% 1% 2% 3% 4% 5% 6%
28
Most valuable Content Series

In terms of what type of content generates more value, it continue to be all about the end product.
Match full time is the most valuable piece of content.
Match Full Time €57,711,962
Birthday
€45,955,581
History
€44,459,310
Press Conference €31,258,803
Starting Eleven €30,740,487
Goals
€24,768,989
Match Announcement €18,343,945
Match Half Time €17,422,020
Behind the Scenes €9,089,690
€0 €10 €20 €30 €40 €50 €60
29
Brands Q1 2023/Report
Example of most engaging videos

From stunning game-winning shots to heart-pumping comebacks, the most engaging sports videos
capture the thrill and excitement of athletic competition in just a few short minutes. Here are some
examples:
Us Open Tennis CPL T20 Watford FC

Feliciano perfects the F K A E smash! C ATCHES WIN MATCHES GREATEST finish to a game EVER?!
ENGAGEMENT IMPRESSIONS ENGAGEMENT IMPRESSIONS ENGAGEMENT IMPRESSIONS

1 1,718,643 53,875,255 2 671,304 78,820,440 3 547,798 53,299,090
Surr y Cr ck t e i e EFL Formula 1

Kia Catch hunt for winners Left-back’s on! Oh, wait… Inspector Vettel!
surreycricket · Follow Formula 1 @F1

Following For you
243K
ENGAGEMENT IMPRESSIONS ENGAGEMENT IMPRESSIONS ENGAGEMENT IMPRESSIONS

4 5 6
6.3K
361,568
338,000 likes
52,341,819 344,310
@efl 53,402,477 169,200 57,813,076
31.0K
surreycricket Have you ever won the Kia UK Catch Left-back’s on!...
during a Vitality Blast fixture at The Kia Oval?
View all 17 comments See translation

2 days ago
Voll
Home Discover
e
yball World
Inbox Profile
Volleyball Fail Moment!
Following For you
180K
ENGAGEMENT IMPRESSIONS
7 147,720
@Volleyball World
7.8K
60,991,023
31.0K
AND I P !
See translation
30
Home Discover Inbox Profile

Top Category Level view - Apparel
Adidas is the big dominant player in the category with more than 60% of the total value generated. 
From a most valuable activations perspective, kit launches are particularly popular.
Total value activated
80%
62.41%
60%
40%
20%
12.04%
10.66%
6.66%
5.31%
2.91%
0%
Other
Top Activations
Most valuable Activations Most engaged activation
Adidas / Juventus Adidas / Manchester Adidas / Real Madrid - Nike / Barcelona -

- Kit Launch United - Kit Launch Champions League Final Player video
announcement
31
Top Category Level view - TRAVEL

Emirates generates the most value digitally from all travel brands driven by their partnership with Real
Madrid and the highly successful Full time content series partnership where top 30 posts from this
category are Real Madrid Full time results.
Total value generated
100%
75.44%
75%
50%
25%
9.49%
3.22%
8.05%
1.96%
1.84%
0%
Other
Top Activations
Emirates / Real Qatar Airways / Paris Saint Qatar Airways / PSG - Emirates / Real
Madrid - Full Germain - Travel Branded Boarding Madrid - Full Time
Time* Content
32
Top Category Level view - Entertainment

& Media
Similar to the other categories, there is a dominant player in EA Sports, where their content around
FIFA the game works particularly well.
Total value generated
75%
68.27%
50%
25%
18.15%
5.87%
3.35% 1.94%
2.42%
0%
Other
Top Activations
EA Sports / EA Sports / Real Madrid - EA Sports / Real Madrid - EA Sports / Real

Manchester City - Branded Content Branded Content Madrid - Branded
Branded Content Content
33
KEY takeaways from BRAND PAGES
Money on the table:
It’s all about the results:

 
There are 590 brands activating posts across Full time is the most valuable content series.
all sports entities tracked, with a generated Other content that works well is Birthday,
value of 79M euros. Compared with the History, Press Conference and Starting
available inventory we are talking about 2% Eleven.
activation.
Dominant brands:
 
Opportunities galore:
 
In most categories, there is a dominant brand
With 98% of content still available, this Adidas in apparel, Emirates in travel and EA
highlights that at this early stage of social first Sports in Media. This is highly connected with
brand integrations with sport it is possible to the size and power of properties being
make a large impact and achieve greater SOV sponsored as well.
in the sports arena whilst benefiting from the

authentic tone of voice of rightsholders.
Apparel, Travel and Media:

 
Are the top three categories for digital
activations representing more than 50% of
the total.
Sport is for everyone:

 
With high levels of diversity in the sectors with
the strongest engagement, this shows that
sport connects to a range of audiences and is
relevant for all brands and not just brands
directly connected to sport.
Branded content is a winner:

 
Creating branded content with rightsholders
offers brands the opportunity to speak to give
something back to the fans in the form of
entertainment, insight, comedy etc.. This is
received well by fans with these posts making
up the majority of the best performing posts
from both a valuation & engagement
perspective
34
We Connect Brands to Sports Audiences
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TABLE OF cONTENTS

Digital Value of Fans 2023

Our Digital Value of Fans report focuses on four questions:

We hope you enjoy.

Below we outline our approach to these different areas:

Size Value per fan Drivers of Value

total inventory activity

total audience value per fan performance

Leagues Ranking by Audience

Serie A 306,036,098 863,363,469

Ligue 1 246,263,805 863,363,469

Turkish Super Lig 98,855,794 863,363,469

Liga MX 91,689,525 863,363,469

EFL Championship 41,121,150 863,363,469

Liga Portugal 27,631,682

Womens Super League 25,525,200

0M 200M 400M 600M 800M 1,000M

Leagues Ranking by value generated

Premier League €566,127,579

Turkish Super Lig €79,320,994

Liga Portugal €32,031,819

EFL Championship €31,113,207

Womens Super League €19,322,176

Scottish Premiership €14,745,024

€0 €100 €200 €300 €400 €500 €600

Evolution in the past 3 years

Premier League La Liga NBA Serie A NFL

Leagues Ranking by value per fan

Scottish Premiership €1.49

Liga Portugal €1.16

Turkish Super Lig €0.80

Womens Super League €0.76

EFL Championship €0.76

Premier League €0.66

€0 €0.5 €1 €1.5 €2 €2.5

Comparison of performance vs number of posts

CURATED APPROACH HIGH PERFORMANCE

0 50,000 100,000 150,000 200,000 250,000 300,000

KEY takeaways from leagues analysis

The power of Sports:

US Sports, NBA still the biggest:

market dominance from the NFL, the higher

Growth, growth and more

the World, bigger than traditional powerhouse

Although the Premier League has grown their

World with the Women’s Super League

UK & Spain-kings of football:

TEAMS Ranking by audience

Real Madrid 331,238,247

Manchester United Football Club 204,662,146

Chelsea Football Club 1 32,212,593

Liverpool Football Club 129,573,732

Manchester City Football Club 118 77, 3,263

Arsenal Football Club 9 3,461,985

Tottenham Hotspur Football Club ,

Los Angeles Lakers 56 ,066,643

Golden State Warriors , 3,109

F.C. Internazionale Milano 52,075,142

Borussia Dortmund 47 ,348,315

Atlético Madrid 4 0,087,664

Chennai Super Kings 36,452,604

Mumbai Indians 35,471,113

FaZe Clan 33,202,402

Sport Club Corinthians Paulista 32,377,461