When Conor McGregor returns next month, commercial brands will be relieved that the former UFC two-division champ will be back in the Octagon. That is because the business of Conor McGregor is a valuable commodity.
We previously reported on the social media pull of McGregor. He is the most-followed athlete in the sport of MMA and yields the most leverage when it comes to business relationships. Last week’s Sports Business Journal reported on the McGregor’s social media allure and estimated brand value through MVPIndex, he has the top five biggest partnerships in the sport.
According to the report, McGregor’s biggest deals in order are Reebok, Proper Twelve, Everlast, Versace and Monster Energy.
Notably, Versace is the only non-endemic brand that isn’t related to the sport of MMA. Arguably, Proper Twelve is McGregor’s liquor company he created based upon his success in the Octagon.
The report notes that 34 posts regarding Reebok by McGregor elicited 13,948,403 engagements with 1,032,479,480 impressions. Engagements are the number of interactions people have with content such as likes, comments, shares or retweets. Impressions are the number of time the content is displayed. Based on the amount of engagements and impressions he could have added brand value of $16,822,409.
Similarly, 79 posts about Proper Twelve could add brand value of $1,7939,242.
Payout Perspective:
Of course, the estimated brand value adding based on posts is subjective. However, as we discussed with social media followers, McGregor is thought of as an “influencer,” an individual that most people follow because they like him. McGregor’s post about either Reebok or Monster Energy are thought to contribute to the brand in helping its name get out there to his followers with the hope (just like an ad in a paper) that the person will buy the product.
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