New data from MVPIndex illustrates the Women’s World Cup impact on USWNT players’ social media values and the brands they represent. Alex Morgan gained 3.2 million social media followers during the month-long tournament, the most of the team’s 23 players. MVPIndex estimates that 341 posts involving Morgan -- both sponsor posts related to her and posts coming directly from her -- generated a team-high estimated social media value of $27.12M. A Morgan tweet (75,000 retweets) and Instagram post 2 million-plus likes, (valued at $2.67M) were the most popular social media posts of the World Cup. Megan Rapinoe was the breakout star of the tournament both on and off the field, and her year-over-year social media value increased by 1,007%, the biggest jump of any U.S. player.
During the World Cup, D Abby Dahlkemper experienced a team-high 406% increase in number of social media followers, while a photo F Jessica McDonald tweeted of her son showering confetti over her head after the World Cup final received the most engagement of any post (637% engagement, 114,000 engagements). Official World Cup sponsors Visa and Adidas finished as the tournament’s top brands, while No. 3 Nike’s value stemmed largely from its logo placement on the national team’s jerseys.
WOMEN'S WORLD CUP SOCIAL CLIMBERS |
RANK | BRAND | POSTS | SPONSORSHIP BRAND VALUE | MEDIA BRAND VALUE | TOTAL BRAND VALUE |
1) | Visa | 399 | $661,982 | $160,513 | $822,495 |
2) | Adidas | 244 | $377,967 | $297,664 | $675,631 |
3) | Nike | 262 | $179,217 | $365,542 | $544,759 |
4) | Coca-Cola | 123 | $256,237 | $186,945 | $443,182 |
5) | Budweiser | 28 | $417,323 | $4,017 | $421,340 |
6) | Qatar Airways | 96 | $237,292 | $126,399 | $363,691 |
7) | Volkswagen USA | 57 | $335,067 | $2,433 | $337,500 |
8) | Hyundai | 55 | $153,804 | $57,569 | $211,373 |
9) | Wanda Group | 40 | $162,189 | $33,990 | $196,179 |
10) | Wells Fargo | 17 | $111,857 | $6,699 | $118,556 |
