Sports Business Journal + ANA Sponsorship Summit preso

1. The Moments That Defined
The Year in Sports Social Media
(so far this year)
Presenter and Co-Founder
Kyle Nelson, CMO

2. CONFIDENTIAL | Copyright 2018 © MVPindex | PAGE 2
US-Based Pro Sports on Social: 2017 vs. 2018*
Including leagues, athletes, and teams (when applicable)
Compared to the same time last year…
• Impressions are up 26%.
• The combined value of the social posts from US-
based teams, leagues, and athletes is up 28%
• Average Engagement Per Post is up slightly year
over year.
*Comparison based on the same date range in 2017 and 2018
Impressions
1T
800B
600B
400B
200B
0
Social Value
2017 2018 2017 2018
668B
841B
$13.5B
$17.3B
$20B
$16B
$12B
$8B
$4B
0
2017 2018
2,452 2,508
3,000
2,500
2,000
Engagement Per Post

3. CONFIDENTIAL | Copyright 2018 © MVPindex | PAGE 3
Posts and Engagement by Sport So Far in 2018
Including leagues, athletes, and teams (when applicable)
2.7BEngagements

4. CONFIDENTIAL | Copyright 2018 © MVPindex | PAGE 4
Value Generated from Social Posts by Sport So Far in 2018
Including leagues, athletes, and teams (when applicable)
Rank Sport Social Value Year to Date (EVA)
1 NFL $6.5B
2 NBA $5.8B
3 MLB $1.8B
4 NHL $1.0B
5 MLS $752.8M
6 UFC $543.4M
7 PGA TOUR $237.3M
8 NASCAR $229.3M
9 Tennis (Women) $193.1M
10 Tennis (Men) $139.5M
11 LPGA Tour $20.2M
$6.5BSocial Value YTD

5. CONFIDENTIAL | Copyright 2018 © MVPindex | PAGE 5
Total Number of Posts & Branded Posts by Sport So Far in 2018
Including leagues, athletes, and teams (when applicable)
Rank Sport Total Posts Branded Posts % Branded
1 NASCAR 253,652 129,763 51.2%
2 MLS 262,101 92,530 35.3%
3 PGA TOUR 125,889 32,844 26.1%
4 LPGA Tour 42,677 8,444 19.8%
5 NHL 257,223 49,155 19.1%
6 NBA 330,277 59,216 17.9%
7 UFC/MMA 263,478 47,102 17.9%
8 NFL 712,675 123,768 17.4%
9 Tennis (Men) 39,288 5,326 13.6%
10 Tennis (Women) 55,135 6,595 12.0%
11 MLB 467,912 55,750 11.9%
51.2%Branded Posts

6. CONFIDENTIAL | Copyright 2018 © MVPindex | PAGE 6
Types of Moments in Sports Social Media
Singular Moments
Like Drew Brees breaking a long-
standing league record, revealing a new
uniform, or announcing a new stadium,
these moments won’t happen again
anytime soon.
Repeatable Moments
Think “play of the day” posts or
sponsored social posts after a win, like
this example from the Boston Red Sox
and Coca-Cola. These moments will
happen many times in a year or season.
Cultural Moments
These aren’t restricted to a single point
in time. They’re moments when certain
issues or topics rise to prominence and
create new discussions on social media
and in society.

7. CONFIDENTIAL | Copyright 2018 © MVPindex | PAGE 7
Nike takes advantage of unforgettable
moments from Serena, Tiger, and Colin

8. CONFIDENTIAL | Copyright 2018 © MVPindex | PAGE 8
And then there’s Bud Light’s Victory Fridges…