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bobmckamey · 7 years ago

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NFL Preseason Sponsor Posts on Instagram

In this quick review I take a look at how NFL teams have been integrating sponsors into their posts on Instagram (graphic and post text) during the Preseason. Graphics reviewed as of Aug. 30th.

Takeaways:

Somewhat surprising the following teams didn’t have any sponsor-related posts in the last few weeks: Dolphins, Browns, Steelers, Chargers, Raiders, Lions, Packers, Seahawks.

Far too many teams still just randomly throw logos on a graphic with no qualifier (ie presented/sponsored by) and no description/tag within the post text. Especially troublesome when the sponsor has no noticeable tie or synergy to the photo.

Only two teams integrated a sponsor to their video posts (Jets – Gatorade, Chiefs – HyVee). Expect to see that number increase. By the way, really nice job by the Jets with their Gatorade branding integration with those videos.

No mention of the sponsor in most of the post’s text, not that hard to hit the return button after your main description text and provide a simple qualifier to help promote your partner.

Saw inconsistency in posting way too often (ie X of the Game should be posted for each game, not just one). Must be preseason testing...

Credit to teams that posted graphic concepts tied to a believable sponsor partner (ie Jets – On the Road with Toyota, Texans - On the Road with Hyundai, Panthers – Ford Drive of the Game, Cardinals – Home Field Advantage & Shea Homes, etc.).

Team Samples:

Bills: Labatt Blue Presents “Fun Fact Friday” graphic. No mention in the post text. https://www.instagram.com/p/BYOOHTgFgwT/

#Bills Selfie Presented by Aeshetic Associates Centre graphic. Collage with feature logo and Presented by logo. No mention in the post text. https://www.instagram.com/p/BX5o-46Fct3/

Patriots: Had three GameDay graphics – two had jetBlue and one with Dunkin Donuts random logos placed top left. No real rhyme or reason for the branding, and no mention in the post text. https://www.instagram.com/p/BYN0f4sArUF/ https://www.instagram.com/p/BXnZbIeghBO/

Jets: Posted a few videos with the “Fueled by Gatorade (logo)” stamp – videos showed action from training camp and players using the product and other branding integration (ie towels, bottles). Good example of product use by the players. Post text also includes the known Gatorade branded tag: #WinFromWithin https://www.instagram.com/p/BYJqCSHAf16/

They tied a few posts tagged #MondayMotivation with the Municipal Credit Union branding on an action shot. Not a real strong synergistic fit. https://www.instagram.com/p/BYDgceIAcgA/

Much better fit here – using three bus boarding images integrated with “On The Road Presented by Toyota” branding. No mention in the post text. https://www.instagram.com/p/BX8x7b5gQ_U/

Ravens:

Fan photo and sponsor logo for the “Fearless Fans of the Week” presented by @CareFirstBCBS. Sponsor logo includes the Live Fearless tag on the photo and full description in the post text. Feel like this could warrant a border to better house the sponsor branding and also go ahead and include a “Fearless Fans of the Week” header. https://www.instagram.com/p/BYN55tJHQsE/

#ThrowbackThursday presented by @MillerLite – includes lower right housing around the ML logo, and has a full description in the post text. https://www.instagram.com/p/BYLa8-ZnhS0/

Bose Photo of the Week – includes lower right branding, and full description in the post text. https://www.instagram.com/p/BYGfZd0n50J/

Happy Birthday (Name) script on player photo with Pandora logo top right. No sponsor mention in the post text. https://www.instagram.com/p/BYGLjzMHou3/

*Ravens also include Pandora Jewelry as a presenting sponsor of their overall IG Account.

On their Final Score graphics include a random Jeep logo. No sponsor mention in the post text. https://www.instagram.com/p/BXow83YHZ4E/

Bengals: End of game graphic includes a Toyota logo – different size and location depending on the photo. Post text describes how they did in “the @ToyotaUSA Redzone”. Feel this could be better executed as a custom graphic, post text is also not consistent across graphics. https://www.instagram.com/p/BX_44_HllRt/

Texans: Similar to Jets post, include a plane boarding photo with “On the Road presented by Hyundai” branding. Good sponsor match. No sponsor mentioned in the post text. https://www.instagram.com/p/BYJnCOvjwHV/

Photos during training camp include the “Training Camp presented by Xfinity” logo – natural fit for training camp jersey sponsors with solid repetitive branding when you post a lot of TC photos. https://www.instagram.com/p/BX8xjK4jKxq/

Colts: On Final Score graphics integrate a random McDonald’s logo between the scores. No mention in the post text. Just has an odd feel. https://www.instagram.com/p/BX_4gmYAuHj/

They post several in-game photos, but one includes the “In Game Photos – Verizon” logo. Possibly better to make this a carousel post with multiple photos for more effect. No mention in the post text. https://www.instagram.com/p/BX_ohPDg21_/

Happy Birthday posts include Diamond Direct branding in bottom right. No mention in the post text. https://www.instagram.com/p/BX_JlStgU6c/

Day before games include Verizon lower right branding. GameDay includes Toyota lower right branding. No mentions in the post text. https://www.instagram.com/p/BX9EW7UAwAF/ https://www.instagram.com/p/BX-rkSFgPna/

Bud Light sponsored graphics for “Teammates of the Game” https://www.instagram.com/p/BXv2Q8jgLHL/

Jaguars: Promo for hosting your fantasy draft with Bud Light branding and product placement. Tagged in the post text as well. https://www.instagram.com/p/BXy5pgegjnk/

Titans: Pre-game matchup stats with Papa John’s branding. This example includes a tag in the post text, but others do not. https://www.instagram.com/p/BX83fB3hS6K/

Game photo with “Microsoft Surface Snap Shot” bottom border branding. Partial mention in the post text. Appears to be a one-off though, as this is the only Surface post and they’ve played three games so far. https://www.instagram.com/p/BXt5B60h6cH/

Broncos: Similar to Colts with Bud Light sponsored graphics for “Teammates of the Game” https://www.instagram.com/p/BYAYBIzFzOU/

GameDay infographic with King Soopers logo top right. No mention in the post text. Logos on islands with no qualifier text on the graphic or in the post text…see it way too often https://www.instagram.com/p/BX_iB6Yl7A6/

Chiefs: Papa John’s Chiefs Win You Win promo graphic with logo and full description in post text. https://www.instagram.com/p/BX_9iiblHJi/

Pre-Game and Half-Time video with HyVee logo top right. A little random as it only shows in transition static graphics after the initial animation. No mention in the post text. https://www.instagram.com/p/BX9AGktFzlQ/

Game-related static images (Final, Halftime, GameDay, 24hrs) all include a Garmin logo, with no mention in the post text. https://www.instagram.com/p/BXol2MMlKMW/

Cowboys: Photo of the week series with housed New Era logo top right, also qualifier and tag in the post text. https://www.instagram.com/p/BYCPNGdgGMw/

Giants: GameDay graphic with NRG logo and hashtag top right corner. Tagged in post text as well, but noticed another GameDay graphic without the branding. https://www.instagram.com/p/BYDwPwhgDBM/

Aquafina All Access branding top right to showcase the “All-Access” locker room shot – also tagged in the post text. Noted the logo on a Final Score graphic as well, but no mention in the post text for that one. https://www.instagram.com/p/BYSB5r8Atbt/

24hr to kickoff motion graphic with Hubolt branding top center. Tagged and a hashtag included in the post text. https://www.instagram.com/p/BYCPMRVAmjC/

Travel shot with United plane in background and logo, also tagged in the post text. https://www.instagram.com/p/BYBvn4PA5zF/

Eagles: Would be surprised if Nike pays for it, but noticed the Eagles randomly include the Swoosh on some graphics – no consistent branding, located anywhere and changes from black to white. https://www.instagram.com/p/BXqtQ0OFGtD/

Redskins: GameDay graphic includes Pepsi logo bottom left on an island, with no mention in the post text. Other Preseason GameDay graphics did not include a sponsor logo. https://www.instagram.com/p/BYS_6FQgy8z/

Bud Light teammates edition here with the BL logo and NFL logo boxed top right. Tagged in the post text. https://www.instagram.com/p/BYBNKpXgjJX/

Vikings: Happy Birthday post tagged with HyVee logo, no mention in post text. https://www.instagram.com/p/BYGpkfgD5Ym/

Wanted to note that the Vikings Instagram Group is sponsored by PrimeSport (sports travel company so natural fit) and the photos included, albeit very hard to read, Presented by PrimeSport text. No mention in the post text. https://www.instagram.com/p/BX8XGEjjK71/

Bears: Caption Contest graphic with qualifier and Dunkin Donuts logo, also full description and tag in the post text. https://www.instagram.com/p/BXia3dHHYhm/

Falcons: Countdown to Kickoff series with player jersey numbers and Coca-Cola logo bottom right. No mention in the post text. https://www.instagram.com/p/BYJLNs5hW6S/

Panthers: Ford “Drive of the Game” branded graphic – good sponsor match, feel this could be expanded as a motion graphic or carousel feature with photos from the drive. No mention in the post text. https://www.instagram.com/p/BYOQUuTF3BP/

Top Performance stat graphic with Bud Light branding bottom right. No mention in the post text. https://www.instagram.com/p/BYM9HJrFO26/

Saints: Similar to Texans with photos during training camp include the “Training Camp presented by Verizon” logo. https://www.instagram.com/p/BYLfHumAk3B/

Bud Light teammates edition with the BL logo and NFL logo boxed top right. Tagged in the post text. https://www.instagram.com/p/BYVz2FIgef6/

Buccaneers: Promo for the Geico Social Wall with mascot and logo, also full description and tag in the post text. https://www.instagram.com/p/BYRhHmmDgOB/

Cardinals: Finals Stats graphic with qualifier and Ford logo. No mention in the post text. https://www.instagram.com/p/BYAPU_flkd0/

Feature a weekly #FitzFridays post with Desert Schools Federal Credit Union logo. No mention in post text. Really like the Larry Fitzgerald play, but would like to see more depth to the sponsor tie. https://www.instagram.com/p/BX8TuXklk_Q/

Feature a series of “Home Field Advantage” stat graphics with qualifier and Shea Homes logo. Creative content tie. No mention in post text. https://www.instagram.com/p/BX3MinBFXq3/

Similar to Falcons Countdown to Kickoff series using player jersey numbers and “Road to the Regular Season Presented By Tire Pros of Arizona” logo. No mention in post text. https://www.instagram.com/p/BYYwgnKFrqQ

Power Performer stat graphic with SRP logo placement. Detailed description and tag in the post text. https://www.instagram.com/p/BXvc_3dFMDk/

Rams: Similar to other teams with photos during training camp include the “Training Camp presented by AT&T” logo. No mention in post text. https://www.instagram.com/p/BX63Ok2gziv/

My City My Team My Rams user-content art submission promo with Corona Extra logo placement. No mention in post text. https://www.instagram.com/p/BX5wU48gtZF/

49ers: 49ers Invasion post for road games with logo and presented by VividSeats mark. No mention in post text. https://www.instagram.com/p/BYG1mW2jFvG/

Similar to other teams with photos during training camp include the “Training Camp presented by SAP” logo. No mention in post text. https://www.instagram.com/p/BX3t8ORjJ6u/

#NFL #Sponsorship #SMSports #SportsBiz #Social Media

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