For the two weeks leading up to Lakers G Kobe Bryant’s final game and the Warriors record-breaking win, social media measurement firm Hookit tracked posts generated by NBA teams and players, the league, media, fans and relevant hashtags and mentions to quantify the second-screen media value of the Lakers’ and Warriors’ jersey logos. The report, shared exclusively with THE DAILY, reveals that the Warriors gained $16M in value via such posts, while the Lakers’ logo generated $10.5M during that span. Hookit believes the the values attributed to these posts are "inextricably tied to the size and clarity of the logos within.” As such, the Warriors’ larger logo bolsters their valuation figures. The Lakers’ logo covers less area than the Warriors’ logo, but is still larger than the 2.5-by-2.5-inch patches that clubs will be allowed to sport for the '17-18 season. The study acknowledges that although the those corporate logos will not receive as much second-screen exposure as the team logos, this "relatively small sample inquiry into jersey sponsorship value translates to major value creation by the NBA, its teams, and sponsors."
SHOOTING STARS: The most valuable post during the time frame around Bryant's last game was an image posted by the Lakers following his finale. The post, which read "You've earned it. #ThankYouKobe," had an earned media value of nearly $1.7M. That came through 927,548 interactions. Meanwhile, a post by the Warriors during the team's record-setting win also commemorated G Stephen Curry's record-setting mark for three-pointers made in a single season. The team during the game posted "History. #StephGonnaSteph" on Facebook, generating $720,000 in earned media value via 345,147 fan interactions.
