Bracket-Busting Insights

• Efficiency Beats Volume: Air Jordan drove $4.2M in value with just 8 teams—nearly double the average EMV per team compared to Nike. For brands, this reinforces the importance of strategic alignment over sheer scale.
• Per-Team Metrics Tell the Real Story: EMV per team is a more telling performance indicator than total value alone. This lens helps brands and sponsors evaluate the true return from each partnership.
• Top Teams are Brand Engines: Duke and Florida didn’t just win on the court—they led in social-driven EMV, delivering millions for their jersey partners. High-performing teams become digital amplifiers.
• Earned Channels Can’t Be Ignored: UGC and media outlets accounted for 59% of all uploads and EMV. If you’re not measuring these voices, you’re missing the majority of your exposure.

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