Relo Metrics’ 2024 U.S. Sports Scoreboard had revealed a new frontier in sponsorship value—one where athletes aren’t just the face of campaigns, but the engine behind them.
TikTok Is Changing The Game
TikTok delivered more value per post than any other platform in 2024. Though it made up a smaller portion of total volume, its impact was outsized across all leagues. It accounted for 16% of the NFL’s total social value, 11% of NHL’s, and 10% of WNBA’s social SMV. The NBA saw over $7K in average SMV per TikTok post.
The platform’s success was fueled by short-form, behind-the-scenes, and personality-driven content that fans crave. TikTok became the home for:
- Mic’d-up moments
- Locker room celebrations
- Unfiltered, authentic highlights
Click here to unlock the full copy of the 2024 US Sports Scoreboard Insight Report
Branded Video Content Outperforms Across the Board
Across every league, video was the format of choice for delivering sponsor value. In the WNBA, branded videos delivered 34% more value per post than static images. In the MLS, short-form video generated 2.7x the engagement of static images.
These videos not only command attention but also give brands a dynamic way to integrate their message into the moment. Whether it’s an athlete talking directly to fans or an in-game highlight clip, video consistently outperforms other formats.
Athletes Are the New Media Networks
Some of last year’s biggest sponsorship spikes were driven not by teams or leagues, but by individual players. Caitlin Clark’s triple-double moment led to $1.6M in one-day SMV for the WNBA. Shohei Ohtani’s milestone day generated $ 4.3 million. Lionel Messi’s Instagram carousels alone generated millions in value.
These spikes underline a new reality: athletes aren't just part of the platform—they are the platform. Their content is authentic, timely, and often more engaging than official league channels.
Additional Insights:
- February 8 and April 14 were top SMV days in the NBA, tied to player milestones.
- Highlight-driven content (like Bedard’s goal) drove NHL’s biggest social value day.
- Player-owned channels rivaled team and league accounts in performance.
Download the 2024 US Sports Scoreboard Insight Report
.