Category Archives: Sponsorship

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Tracking Social Engagement for the College Football Playoff Top Six

Data provided by sponsorship valuation company Hookit shows how the College Football Playoff top six teams fared over the last week in terms of social media engagement. Hookit tracked the likes, shares, comments, and video views for posts by each school on Facebook, Twitter, Instagram, and YouTube.
Though just outside the top four, and so currently scheduled to miss out on inclusion in the Playoff games, No. 6 Georgia had the biggest bump in engagement this week, as measured by Hookit.. The Bulldog huge jump came thanks to their 36-17 victory over then-No. 13 Florida last Saturday. (And importantly for Georgia’s hopes, Florida even climbed the rankings to be picked No. 11 by the CFP committee on Tuesday.)
Being named No. 3 ahead of undefeated Notre Dame, also helped 7-1 LSU tick up in engagement on Wednesday.
(Illustration by SportTechie, Data provided by Hookit)
No. 4 Notre Dame looked like the biggest bust of this six in terms of the engagement value of its posts. The Irish had a huge 15,099 posts over the week, especially leading up to the CFP rankings on Tuesday, but only translated that into a total engagement of just over 1 million—68.7 per post. None of the other top six had less than a four figure engagement per post.
(Illustration by SportTechie, Data provided by Hookit)
YouTube was the least important social platform in terms of engagement for the CFP top six teams. Georgia marked the middle ground in terms of overall usage. Like all the other teams, the Bulldogs had comparatively low engagement on Twitter, but Georgia also had almost even engagement on both Facebook and Instagram. At the extremes, No. 1 Alabama’s engagement was predominantly through Instagram, whereas No. 2 Clemson, LSU, and No. 5 Michigan all did much better through Facebook.
(Illustration by SportTechie, Data provided by Hookit)

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Suns Fans Can Now Venmo to Pay for Merchandise and Tickets

PayPal has signed a multi-year deal to become the official payment partner of the Phoenix Suns, Phoenix Mercury, and Spanish soccer team Real Club Deportiva Mallorca. The deal gives fans the option to pay for Suns merchandise and tickets through PayPal and Venmo via integration in the Suns mobile app.
Both the Suns and Mercury play their home games at Talking Stick Resort Arena in Phoenix. RCD Mallorca is owned by Suns managing partner Robert Sarver, which explains its inclusion in the deal. Specific terms of the sponsorship were not announced. 
“PayPal will be a payment option at Talking Stick Resort Arena point of sale terminals and at the Suns Team Shop in the arena, while fans will be able to access PayPal through the Official Suns Mobile App,” an official Suns press release states. “The Suns will also make PayPal Credit available for Suns’ SixthMan members to purchase season tickets. PayPal Here card readers will be integrated at point of sale for chip, swipe, and tap payments, and fans will be able to pay with their Venmo balance throughout the arena.”
As part of the deal, the PayPal logo will appear on the front left of Suns jerseys for the 2018/19 NBA season. PayPal has operated a technology center in nearby Scottsdale, Arizona since 2006. In 2013, PayPal acquired ownership of Braintree, the parent company of Venmo, for $800 million.
“In an increasingly digital and mobile world, there’s no better teammate for this extensive partnership than an innovative industry leader like PayPal,” said Suns President and Chief Executive Officer Jason Rowley in the press release. “Through this partnership, we’ll utilize PayPal’s leadership and expertise in technology and innovation to help create a better experience for our fans at home and around the globe.”
SportTechie Takeaway
Venmo blends a mobile payment service with social interaction. User’s see a social media-like newsfeed and can share transactions with friends, and like other’s posts. The company reported $14.2 billion in transaction volume during the second quarter of 2018, representing a 78 percent year-on-year increase. Over a 12-month period, Venmo also reported $46 billion in transaction volume. “Venmo” is becoming a common verb in the technology augmented world, and the Suns appear to be ahead of the curve by integrating the service with their mobile app to facilitate payments. This is similar to what Venmo did through its partnership with Uber.


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