In 2016, Instagram became the first social network to offer sponsorship to the NFL in the form of a ‘Sponsorship Pledge’.
This is the same platform that owns Nike, which is now the world’s largest sports footwear brand.
But in a year when sponsorships have become a hot topic in sports, what is Instagram doing to keep players engaged and incentivise them to make the best decisions?
Advertisers can now use Instagram as a platform to promote their products on Instagram.
With the rise of social media platforms, there has been a massive shift in the way advertisers interact with consumers.
For instance, brands are increasingly using social media as a place to build brands and promote their brand without having to go through traditional channels.
As such, brands can offer their products via Instagram, even if they don’t use the social network itself.
For example, Instagram’s latest partnership with US sports brand Nike, known as the Nike + Instagram partnership, saw sponsorships on a scale that rivals traditional sponsorship deals.
Instagram’s new partnership with Adidas sees the company offer its products via a new platform called Adidas + Instagram.
While the Adidas partnership is a significant departure from the traditional sponsorship model, the new partnership is just the latest step in Instagram’s evolution into a social media platform.
Earlier this year, Instagram announced its first ever ‘Brand of the Year’ award.
Instagram recently partnered with the US military to create an app to help soldiers find out where their family members are stationed.
In this year’s sponsorship push, Instagram also announced that it would be offering its brands a unique deal with an exclusive ad on the app.
Instagram has been the target of criticism from athletes’ rights advocates, with a number of athletes, including Conor McGregor and Michael Phelps, stating that Instagram is not fair and that it has been unfairly biased against athletes.
The NFL is one of the largest advertisers in the sport, with more than 40,000 advertisers on Instagram, according to the SportsBusiness Journal.
However, many of these advertisers do not have the means to directly sponsor NFL players, meaning that the majority of athletes who choose to promote on Instagram will be unable to directly benefit from the brand’s products.
As a result, sponsors have increasingly taken a more hands-off approach with NFL players.
In 2017, for instance, Nike and Adidas partnered to sponsor the NFL and the National Football League (NFL) in the US, with Nike getting a $20 million share of the ad revenue from the NFL, while Adidas getting $1 million from the league.
Adidas and Nike’s sponsorship deals with the NFL are not the first time that sponsorships from big brands have gone hand in hand with a football player’s brand.
In 2015, a number to big brands like McDonald’s and Coca-Cola partnered with NFL star Deion Sanders to promote McDonald’s products on the popular social media site.
However in 2017, a new sponsor, Nike, became the target for criticism from players’ rights activists after it decided to pay the NFL’s share of ad revenue instead of McDonald’s.