Michael Jordan's brand partners received an estimated $1.1M bump from "logos shown in the fifth episode" of ESPN's "The Last Dance" docuseries alone, which "looked at the creation of the Jordan brand and also featured commercials for Gatorade and McDonalds," according to Mitch Reames of ADWEEK. Analytics company GumGum Sports found that Nike "received the most value." Nike got an "estimated $487,000 worth of brand exposure from the swooshes shown in the episode." In all, GumGum "calculated the brand's logo came up 80 times in the course of the show," and Jordan Brand "came next with 22 exposures resulting in an estimated $283,000 in value." Gatorade's primary exposure "came as a full replaying of the iconic 'Be Like Mike' commercial." Simply playing that ad "drove around $130,000 in sponsorship value." Combined with other moments in the episode, Gatorade's "total brand bump came in at $245,000." McDonald's was "shown the least, but a snippet of an old commercial showing the golden arches six times was valued at $33,000." Reames noted in all, 138 total exposures for 12.5 minutes of air time "brought the total value to brand partners over seven figures" (ADWEEK.com, 5/10).
