IOC TOP sponsor Omega and NBC saw the biggest play during the Rio Games among U.S. athlete ambassadors on social media, according to data from social media measurement firm MVPindex. A look at Olympians' social media accounts shows the Omega House in Rio was a big player in earning brand value for the luxury watch brand. U.S. swimmer Michael Phelps’ Instagram post led the way for the brand, earning more than 408,000 likes and 2,600 comments for the brand, and the bulk of the 59 million estimated impressions generated by 14 athlete posts for the brand across Facebook, Instagram and Twitter.
BEST OF THE REST: NBC came in second among Olympic partners, with more than $717,000 in brand value generated by 242 athlete posts from Rio. These posts generated more than 342,000 shares and comments across Facebook, Instagram and Twitter. Nike was mentioned 171 times by 71 athletes for $630,000 of total social media value. Nike’s mentions earned them more than 317,000 likes, shares and comments across the three social platforms. The top two earning athletes for Nike were tennis player Serena Williams and U.S. women's basketball C Britney Griner, who comprised 86% of the social value generated for the brand during the Olympics. Ralph Lauren was the fourth-ranked brand mentioned by U.S. Olympians, collecting more than $264,000 in value from athletes across 16 posts. With 86% of athlete posts coming from Instagram and Facebook, 15 total posts earned more than 120,000 points of engagement for the fashion brand.
