Feb 29, 2012
Like all premier sporting events, sponsors were all over the NBA All-Star game last weekend, Feb 25-26, 2012. Each of the events was sponsored by a major brand:
- All-Star Saturday Night – State Farm
- Shooting Stars – Haier
- Skills Challenge – Taco Bell
- Three-Point Contest – Foot Locker
- Slam Dunk – Sprite
- Pregame Concert – Sprint
- All-Star Game – Kia
So how did each brand do, and which sponsor generated the most buzz on social media during All-Star weekend?
We found over 16,000 Twitter conversations that mentioned one of these brands over the weekend, and Sprite came out as the big winner. They had over 8,800 tweets mention their name – either alone, or as a part of their #SpriteSlam hashtag. Kia came in second with over 3,000 brand mentions.
As expected, most of the sponsor mentions also occurred during the events that they sponsored. For Sprite, it was all about the Slam Dunk Contest. For Kia, it was during the All-Star Game.
Additionally, each of the sponsors was mentioned in approximately 4%-5% of all tweets about the sponsored event.
You can see some of the findings in the infographic below.
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