Motorsports Year In Review: A Look Back At Social Media Performance Across Racing In 2020

Total Sponsorship Value Generated (AAV): $948,102,379

# Entities Active on Social: 3,093
# Followers:  889M
# Posts (% branded): 1.3M (45% Include Brand Promotion)
# Social Interactions: 3.3B

Top Brands

Brand	Industry	2020 Total AAV
Red Bull	Beverage	$           65.8M
Monster Energy	Beverage	$           46.3M
Petronas	Energy	$           45.0M
Mercedes-Benz	Automotive	$           43.7M
Pirelli	Automotive	$           31.4M

The two beverage rivals, Red Bull and Monster Energy, were able to gain the most value of all brands in motorsports by leading in the number of branded posts from the sport. However, Petronas led brands in motorsports when it comes to value per branded post, averaging $4.5k per post promoting the brand compared to Monster Energy’s $1.2k per post promoting Monster. While Petronas received nearly 80% of their value through logo exposure, brands like McLaren and Ferrari received 75% or more of their value from deliberate text promotion.

Top Drivers & Riders

Driver / Rider	Sport	Followers	Total AAV
Ken Block	Rally	15M	$12.5M
Lewis Hamilton	Formula 1	33.5M	$11.1M
Dean Wilson	Supercross	1.2M	$6.2M
Valentino Rossi	MotoGP	28.7M	$5.6M
Max Verstappen	Formula 1	6.2M	$4.4M

% of Sponsorship Value Generated by Motorsports Athletes:  20% 

While the Formula 1 series generated the majority of value across motorsports, 3 of the top 5 drivers / riders came from outside that series. While Hamilton and Rossi have the largest followings, rally driver Ken Block generated the most AAV in 2020. Dean Wilson saw the most growth in value in 2020, over doubling his AAV generated in 2019.

Top Teams

Team	Sport	Followers	Total AAV
Mercedes-AMG F1	Formula 1	21,074,121	$37,770,775.29
Red Bull Racing F1	Formula 1	18,670,751	$25,170,946.57
Ferrari F1	Formula 1	13,987,542	$9,612,365.72
McLaren F1	Formula 1	13,025,788	$8,832,433.45
Renault Sport F1	Formula 1	5,933,656	$8,152,415.55

% of Sponsorship Value Generated by Motorsports Teams: 16%

While drivers and riders from different types of motorsports were able to perform very well, the teams that performed the best were all in F1. In fact, among the top 10 teams, all but 2 were F1 teams and those 2 were both leading NASCAR teams. The top MotoGP team by AAV, Movistar Yamaha MotoGP, was 11th among motorsports teams.

Top Series

Series	Followers	2020 Total AAV
Formula 1	33.8M	$350M
MotoGP	31.3M	$98.5M
Formula E	3.8M	$38.3M
NASCAR	11.4M	$19.4M
Supercross	5.5M	$18.2M

% of Sponsorship Value Generated by Motorsports Series:  62%

While it is still in the number 2 spot, MotoGP generated 38% less value through their social posts then the series did in 2019 and was the only one of these 5 series in motorsports that decreased in both interactions and AAV. In contrast, Formula 1 was the only league in the top 5 that was able to increase both interactions and AAV. Note: Series stats are from owned accounts by the series only and do not include teams and drivers / riders within the series.

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