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FanFuel tracked the Broncos and the Cowboys' social media profiles on Facebook, Twitter and Instagram during the month of September.

To help brands understand the value of sponsoring a sports team's social media channels, FanFuel created a comparison between the Brisbane Broncos and the North Queensland Cowboys in the most important month of the year for rugby league.

FanFuel tracked the Broncos and the Cowboys' social media profiles on Facebook, Twitter and Instagram during the month of September to understand the economic value of all of their posts across all channels. This is a great way to show potential sponsors the monetary value of a teams' posts on different social media platforms.

A logo on a t-shirt is being replaced with a #hashtag on social media.

Sport teams and athletes are now able to replicate the same reach of traditional media through their social media channels, sparking the interest in brands to create sponsored posts in their feeds. FanFuel connects these two parties to create social media endorsement deals.

How much is a social media post worth?

FanFuel tracked over two million data points to create this assessment and used their PPP (Price per Post) algorithm to generate the results. Amongst the data points tracked were: the amount of followers, engagement rates, @mentions and #hashtags. With this technology FanFuel is able to understand what a post is worth on the main social media platforms and help brands invest in the right amount on sponsored posts.

The Broncos outperformed the Cowboys by nine to seven and this was primarily driven by their large audience on Facebook. However, the Cowboys generate better engagement rates across all channels, which will be interesting to assess if they can keep that up once their audience grows to the same size as the Broncos.

Another important stat is the post value on Twitter for both teams. Even though that is the platform that both teams use the most (by far) it still struggles to generate the engagement brands need in order to see positive results from sponsored posts.

Many sports teams have been offering sponsored posts to brands and FanFuel is the here to help them make the most of this unique opportunity.


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National Rugby League respects and honours the Traditional Custodians of the land and pay our respects to their Elders past, present and future. We acknowledge the stories, traditions and living cultures of Aboriginal and Torres Strait Islander peoples on the lands we meet, gather and play on.

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