Olympic sponsorships aren’t just for television commercials anymore. Increasingly they extend to tweets, TikToks, and Instagram posts. But just how much is a social post worth from an Olympian?
Hookit, a San Diego–based analytics firm that specializes in sports sponsorships, has put a value to all the sponsored social media posts from Olympians. Hookit analyzed the social media of 3,000 of the most well-known Olympians who are competing in Tokyo this year and found that it wasn’t just big-name athletes who were driving the most sponsorship value.
It came up with a list of the top five Olympians who generated the most value for their sponsors online—based on how well the athletes lit up social media for sponsors from January to July. Here’s how they stacked up: