With Giancarlo Stanton now joining the Yankees mix, there is a lot of talk about the value off the field the Bombers will have, and who, in fact, has the most value. Well in social, the athlete marketing company opendorse took a look.
They have ranked the team’s biggest names with appeal, Aaron Judge, Gary Sanchez, Didi Gregorius and Stanton, by the value of their social audience on Twitter and Instagram. The value is determined by pairing the athlete’s social data (followers, engagement, and activity per platform) with the current market value of a post from the athlete. Since launching in 2012, opendorse has executed thousands of athlete-driven campaigns, providing accurate benchmarks to determine the value of athletes and their audiences on social media.
The result? For four socially active athletes, its a tight race, with “The Judge” having the most value thus far. Will that change?
“Stanton is a longer term proven commodity who appeals across cultural divides in communities outside of New York, and he is the reigning MVP,” said Chris Lencheski, a longtime sports marketer and professor at Columbia University. “However what Aaron Judge has done in a short time has been remarkable. If you are looking for brand value in the social space, its hard to go wrong with any of these guys, and if they stay engaged and authentic and healthy, the sky is the limit.”
The Hot Stove for Yankees fans, on the airwaves and in social, will continue to grow.