The Ultimate Guide to NFL Sponsorship Investment: Top 5 Most Valuable NFL Team Sponsorships
- June 7, 2024
- SponsorPulse Staff
It is no secret that the National Football League (NFL) has a passionate fanbase, a nationwide reach, and a consistent stream of high-quality action. They are the #1 sport property in the US from an engagement perspective, but also when it comes to driving intensity with fans. Fans of the NFL engage with the league on a weekly basis more than any other league.
It is a prime target for brands seeking impactful sponsorships. But with 32 teams vying for attention, how do you identify the most valuable partnerships for your brand and more importantly how much should these teams be charging?
Using SponsorPulse's Opportunity Value, we have identified the top five most valuable NFL teams for sponsorship and the insights behind their ranking. Let’s take a look:
What is this “Opportunity Value”?
SponsorPulse’s Opportunity Value is a fan-driven, data-backed methodology that provides brands with investment guidance. It reflects a team's engagement, excitement, intensity, and overall fan perception and helps sponsors gauge the potential return on investment.
By analyzing fan interactions and sentiments, SponsorPulse determines a recommended investment range for sponsors at various levels, from naming rights to local activations.
With that knowledge in mind, let’s look at what makes these football properties so powerful in the realm of sponsorships.
The Powerhouse Five
Team: Dallas Cowboy
Mid-range Opportunity Value: $7.4MM - $10.6MM USD / Year
The Dallas Cowboys, often called "America's Team," top the list. Their impressive engagement and broad fan base drive their dominance in the sponsorship landscape. In Texas, the Cowboys boast a 60% engagement rate and a 52% intensity and excitement.
Additionally, they enjoy a high brand consideration of 24%, making them a valuable asset for sponsors looking to maximize visibility and fan connection.
The Cowboys' national popularity and consistent performance solidify their position as the most valuable NFL team for sponsorship.
2. Team: New York Giants
Mid-range Opportunity Value: $7.1MM - $10.1MM USD / Year
The Giants command significant attention with a robust 57% engagement rate in New York. Their intensity and excitement levels are also notable, at 49% and 15% brand favorability, respectively.
The Giants' history and dedicated fan base in one of the world’s largest media markets make them a highly attractive property for brands seeking a solid regional and national presence.
3. Team: Los Angeles Rams
Mid-range Opportunity Value: $5.7MM - $8.1MM USD / Year
Following their triumphant Super Bowl 56 victory in 2022, the Los Angeles Rams have seen a surge in popularity. They hold an impressive 52% engagement rate in California, with 42% excitement and 48% intensity.
Their recent success and relocation from St. Louis to Los Angeles have enhanced their visibility and fan base. Brands looking to capitalize on the Rams' momentum and high visibility in a significant market should consider this team for sponsorship.
4. Team: New York Jets
Mid-range Opportunity Value: $5.4MM - $7.7MM USD / Year
The New York Jets have made headlines with their high-profile acquisition of superstar quarterback Aaron Rodgers, despite his injury sidelining him for the season.
This setback has not slowed their fan engagement, which is 53%. Further data support this, as the Jets' excitement level is 36%, with a brand consideration of 14%.
The Jets' ability to generate buzz and maintain a solid fan base in the competitive New York market makes them a valuable sponsorship property.
5. Team: Los Angeles Chargers
Mid-range Opportunity Value: $5MM - $7.2MM USD / Year
Despite recent relocations from San Diego and performance challenges, the Los Angeles Chargers have a solid 44% engagement rate in Los Angeles. Their excitement and momentum levels are 26% and 17%, respectively.
The Chargers' ability to maintain high fan engagement in a new market demonstrates their growth potential. For brands looking to establish a presence in the LA market, the Chargers present a unique opportunity to connect with a dedicated and growing fan base.
Unveiling Your Sponsorship MVP
Understanding the value of NFL teams provides brands with the insights needed to make informed sponsorship investments. Each team offers unique advantages in terms of fan engagement, excitement, and market presence.
For brands looking to dive deeper into the value of sports team sponsorships, SponsorPulse can help. If you’re ready to explore more, access the top 50 most valuable sports teams by creating a free account with SponsorPulse.