Olympic sponsorships aren't just for television commercials anymore. Increasingly they extend to tweets, TikToks, and Instagram posts. But just how much is a social post worth from an Olympian? Hookit, a San Diego–based analytics firm that specializes in sports...

These social media metrics help point out where motorsport can do better. Racing has always been something of an anomaly when it comes to popularity, either outshining everything or fading away into the background. Right now, we’re sitting somewhere in the latter...

BlackBook's official data partner Hookit analyses the social media performance of five of the top motorsport series, including Formula One, Nascar and MotoGP. The importance of social media 2021 has seen full seasons resume across motorsport, but with differing levels...

There’s a reason for the rhinestone goat outlined on Simone Biles’ leotard. At 24, Biles has redefined what’s possible in gymnastics by performing complex skills few in the world can match. It’s why she’s acknowledged to be the Greatest of All Time (try abbreviating...

Lewis Hamilton, silver costumer, smiles at the photographers. Rafael Nadal and Dirk Nowitzki also pose, smiling. In this month of February 2020, the most prestigious athletes on the planet walk the red carpet of the Laureus Sports Awards ceremony in Berlin, rewarding...

In this article, Hookit explains how brands can best capitalise on partnerships with athletes around this summer’s Tokyo 2020 Olympic and Paralympic Games. Many factors will make the Tokyo 2020 Olympics this summer look a lot different than previous Games, including...