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Volume 23 No. 17
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SBJ Social Climbers: NASCAR

Reigning champion Kyle Busch maintained his overall No. 1 spot in NASCAR’s social media rankings while Jimmie Johnson stayed No. 1 in the amount of estimated media value he delivered to his partners, according to data from MVPindex measured Jan. 23, 2019 to Jan. 22, 2020. MVPindex is a social media valuation for the sports and entertainment industries, offering real-time analytics on more than 90,000 athletes, entertainers, teams, leagues and brands.

Rising star Matt DiBenedetto gained the most followers last season, with nearly half of them coming after his near-win against Denny Hamlin at Bristol. No. 1 brand Toyota benefited from a strong showing from its team of drivers this season, with one-third of its brand value coming from activations on drivers’ social channels.