No one had a "more vested interest" in golfer Jordan Spieth's social media impact around The Masters than his father, Shawn, who a couple of years ago "went to work on a social media project unique to sports," according to Doug Ferguson of the AP. Shawn Spieth and entrepreneur Kyle Nelson "co-founded Stout Partners and developed the 'MVPindex,'" which "uses analytics to measure social media rankings in real-time for athletes, teams and sports leagues through algorithms developed for each sport." In the week after Spieth won The Masters, the MVPindex "determined that he was mentioned 50,672 times -- more than Tiger Woods, Kevin Durant and The Rock combined." For the overall PGA Tour index, Spieth "currently is No. 5" behind Rory McIlroy, Bubba Watson, Woods and Ian Poulter. Shawn Spieth and Nelson "collected some 20 million points of data used to measure social media reach, engagement and conversation tied to players or teams." MVPindex "had Under Armour, sports agency Lagardere Unlimited and TaylorMade as clients when it launched a year ago in March." Jordan Spieth "is represented by Lagardere." His father said that the company "now has more than 25 clients that range from media companies to agencies to athletes." He added, "What we're building is a modern day Nielsen Ratings for social media" (AP, 4/22).
HOW YOU LIKE ME NOW? Jordan Spieth's awareness has grown 85% since his win at The Masters, according to data from Repucom's Celebrity DBI index. In March, just 19% of Americans could identify Spieth by name or image. He now has 36% awareness, but that figure still pales in comparison to Woods (97%). Spieth also is now the highest ranking athlete in five of the eight attribute categories measured by the CelebrityDBI -- aspiration, breakthrough, endorsement, trendsetter and trust. Spieth is now on par with Arnold Palmer and Michael Jordan in many attributes. He also is the the No. 2 athlete for influence behind Jordan. Meanwhile, data from Repucom shows that Spieth's sponsors received more than $14M in media value exposure during The Masters. UA alone had a 33% share of voice across all player-related branding with $13M in media value from Spieth (Austin Karp, Assistant Managing Editor).
