Event Recap: Australian Open 2021

In tracking the hundreds of athletes participating, the event accounts as well as the tour accounts, nearly 300 sports entities were active on social media during the Australian Open tracking window, beginning 5 February (3 days before the event began) and ending 24 February (3 days after the event ended). From those accounts the event drove nearly half the value for brands with the 2 leagues (ATP, WTA) matching the total from all the athletes combined to each generate about 25% of the total sponsorship value for brands. Here’s a look at the top brands promoted in the event:

Top Brands by # of Posts Promoting The Brand:

1. Nike – 1,971 posts
2. Adidas – 901 posts
3. Emirates – 835 posts
4. Rolex – 703 posts
5. Kia – 562 posts

Top Brands by Sponsorship Value (% of Total Event AAV)

1. Nike – 18.9%
2. Emirates – 18.7%
3. Rolex – 8.3%
4. Kia – 5.2%
5. Adidas – 4.9%

Top Brands by Average Promotion Quality*

1. Porsche – 70.4%
2. SAP – 65.5%
3. Hublot – 32.8%
4. Rogers Communications – 32.1%
5. Emirates – 26.8%

*Minimum 5 branded posts

Top Branded Hashtags Being Used

1. KIA – #movementthatinspires – 153 posts
2. KIA – #kia – 147 posts
3. KIA – #kiatennis – 146 posts
4. Infosys – #ausopenwithinfosys – 53 posts
5. Infosys – #nextneverstops – 53 posts

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