SBD/April 4, 2014/Research and Ratings

Wiggins, Napier, McDermott Are Most Sponsor-Oriented Players From NCAA Tourney

Through the Regional Finals of the NCAA men’s basketball tournament, Kansas F Andrew Wiggins, UConn G Shabazz Napier and Creighton F Doug McDermott have shaped up as the most sponsor-oriented prospects in the tourney, according to data from SponsorHub. The data, which is collected via a proprietary platform that incorporates both social media reach and emotional resonance in order to assess sponsor value, shows that Wiggins is the player who has connected to the largest audience. He also had the top ranking among players in terms of reach and favorability (combination of most-loved and most-reacted-to). Napier ranked No. 1 overall among players in total reach. Michigan G Nik Stauskas also performed well in some categories, ranking No. 1 in terms of players that provide the most enjoyment as well as among players offering the best balance of reach and emotional impact (SponsorHub).

NCAA MEN'S TOURNAMENT: SPONSORHUB PLAYER LEADERBOARD
CATEGORY DEFINITION TOP-RANKED LOWEST-RANKED
Enjoyment Level of pleasure with athlete Michigan G Nik Stauskas Duke F Rodney Hood
Excitement Level of enthusiasm with athlete Oklahoma State G Marcus Smart/
Wichita State G Fred VanVleet
Duke F Jabari Parker
Affection Level of fondness with athlete Syracuse F C.J. Fair Ohio State G Aaron Craft
Gratitude Level of appreciation for athlete Syracuse F C.J. Fair Ohio State G Aaron Craft
Anger Level of displeasure with athlete Syracuse F C.J. Fair Kentucky F Julius Randle
Disappointment Level of nonfulfillment with athlete Wichita State G Fred VanVleet Duke F Rodney Hood
Fear Level of unease with athlete Syracuse F C.J. Fair Duke F Rodney Hood
Humiliation Level of shame with athlete Syracuse F C.J. Fair Kansas F Andrew Wiggins

 

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