Sponsorship, influencers, reputation: We’ll arm you with all the numbers you need for the week ahead.
Gaming brands squeezed out of top sports sponsorships
The demand for sports teams to be more socially responsible has led to a shift away from gambling sponsorships.
Two years ago, gambling was the top sponsoring sector, but now its share of all sports sponsors has almost halved, from 15.3% to 8.1%. The drop was in soccer, where the share of gambling sponsors dropped from 32.7% to 15.2%, with 17 gambling brands no longer being sponsors.
Professional soccer, rugby and cricket teams had more sponsors from the construction/engineering, automotive and financial sectors than gambling brands. However, if we only look at soccer, gambling remains the leading sector, while rugby is dominated by financial services and cricket is dominated by the automotive and construction sectors.
Construction and engineering brands accounted for 11.2 percent of the total sponsors in the study, automotive brands accounted for 9.4 percent and financial brands accounted for 8.5 percent. Gaming accounted for 8.1%.
Due to the increasing digitalization of commerce, the IT services/software sector was the fastest-growing sponsorship sector, with eight new sponsors entering the market. Six of these are on women’s teams, where the number of IT sponsors has grown 600%.
Marketing executives outpace financial executives in overall reputation
CEOs with marketing backgrounds have a better overall reputation than business leaders from nearly every other field, including executives with finance, engineering and economics backgrounds, according to a new study.
According to the Brand Finance Top 100 Brand Guardians Index, marketing executives have an overall reputation score of 8.32. On this index, marketing executives outperform those with finance (8.21), engineering (8.19), computer science (7.89) and economics (7.80) degrees.
When it comes to overall reputation, marketing executives are second only to those with a law degree, who scored 8.58.
Compared to executives in other professions, former marketing executives score particularly well on social responsibility and supporting diversity and inclusion (both at 42%).
This compares to executives with a law degree, where only 36% of ex-lawyers understand the importance of social responsibility, as well as financiers (39%), engineers (38%), economists (33%) and computer scientists (30%). At the same time, the global average for CEOs supporting diversity and inclusion is 34%.
Marketing CEOs also score high in comparison when it comes to implementing a strong strategy and long-term vision (44%). Only financial company executives have a higher score of 45%.
Similarly, former marketing executives rank first when it comes to understanding the importance of brand and reputation to the organization (44%), second only to financial executives (46%) and economic executives (45%).
The gap between consumer expectations and retailers’ personalization capabilities is widening
More than two-thirds of consumers (70%) say that branded communications from retailers tend to seem relatively generic, and 49% believe that impersonal interactions of this kind would make them less likely to buy.
This is partly because 51% of consumers say they have received more impersonal or irrelevant marketing messages in the past 12 months.
Meanwhile, retailers believe personalization is critical to their current business (66%), and 71% expect it to become even more important in the next five years.
The problem is that 40% of retailers say they can identify only 26-50% of shoppers, and another 23% say they can identify only a quarter of the people who visit their site.
Grocery sales hold steady as UK blockchain loosens
Down just 2.4%, total grocery sales at the checkout counter were little changed in the four weeks through June 19, while growth in the past 12 weeks was flat.
Despite the lack of growth, the data reflected a “strong performance” in grocery sales, indicating that supermarkets are holding sales well as blockchain-related restrictions ease.
Online grocery sales showed a larger decline, dropping 6.9 percent over the four-week period. Nevertheless, 8 million shoppers (or 28% of all households) continue to shop online every four weeks, suggesting that online shopping levels will remain much higher than before the pandemic. Online sales now account for 13.1% of FMCG sales.
Of the “big four” supermarkets, Sainsbury’s was the only one whose market share rose in the past 12 weeks. Lidl’s sales were up 20.4% thanks to new store openings, and M&S increased food sales by 11.3%.
Co-op and Iceland sales are still down from pandemic levels, although growth in visits to these retailers continues to reflect market momentum.
Top 10 highest-paid Instagram users per post
Cristiano Ronaldo topped Instagram‘s 2021 Rich List as the platform’s highest earning star, earning $1.6 million per post. With 309 million followers, the Portuguese soccer player also has the highest number of fans on the platform.
Since 2020, the estimated value of his posts has increased by 54%, moving him from third to first in the rankings.
Second on the 2021 list is actor Dwayne “The Rock” Johnson, who has 251 million subscribers and earns an average of $1.5 million per post, while singer Ariana Grande earns slightly less at $1,510,000 per post.
Kylie Jenner ($1.5 million), Selena Gomez ($1.5 million), Kim Kardashian ($1.4 million), Lionel Messi ($1.2 million), Beyonce ($1.1 million), Justin Bieber ($1.1 million) and Kendall Jenner ($1.1 million) make the rest of the top 10.