How Sponsors and Rookies Owned the Moment During the 2021 NFL Draft

The NFL Draft is historically one of the most active days of the year at Opendorse. 

As the social media activation partner of NFLPA, we’ve helped hundreds of newly drafted rookies accept opportunities and publish posts for partners. Our product has been used to execute real-time campaigns on behalf of NFL sponsors and to assist players in sharing highlights, thanking their alma maters, and introducing themselves to their new organization.

This year’s newly-minted rookies used Opendorse to facilitate and publish 122 posts alongside NFL partner brands during the Draft.

Dominating the Draft

Rookies published 122 posts on behalf of 4 sponsors to their personal social channels. These posts earned more than 41.2M+ impressions and 4.7M+ engagements. 

The NFL Draft has fans tuned into the event and the conversation on social, providing a full-second screen experience that brands have tapped into, and captured attention with athlete-driven content. 

Panini America | #PaniniInstant

Panini America helped athletes make the most of their big moment by publishing their first post as pros. Each post provided a link allowing fans to immediately purchase the new rookie cards. 

EA Sports | #Madden21 

EA Sports helped athletes connect with their new fan base by having fans drop their gamertag to play a game of Madden 21. Spanning across Twitter and Instagram, EA was able to generate 11.3M impressions with posts published by 23 draftees. 

Lowe’s |  #LowesHomeTeam

Lowe’s teamed up with two draftees to help show that athletes can do great things off the field too. Lowe’s campaign focused on video content and an athlete’s home community. 

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