The Three-Stripe Ship

Championship moments concentrate attention.

For brands on the field, these moments do more than deliver visibility. They generate measurable media value fast, inside a narrow window when attention peaks.

During the three-week CFP run, Adidas schools Indiana and Miami drove brand exposure through their own content as the spotlight intensified.

Schools are Media Investments

Adidas didn’t just sign deals with Indiana and Miami. These are long-term bets.

Reported estimates place those deals at approximately:

• Indiana: $50M

• Miami: $90M

These deals aren’t about a single game or season. They’re built to deliver brand value over time—across content, athletes, and the moments when attention spikes.

The CFP is the test. It shows how these investments perform when attention is at its highest. And it lets us test AVI.

The CFP Window Delivered

During the CFP run, team-driven Instagram content alone generated:

• $816K in total Earned Media Value

• 100 posts

• 9M views

• 1.5M engagements

• $8K average EMV per post

91 of those posts were sponsored, accounting for:

• $657K in sponsored EMV

• $7K average sponsored EMV per post

Paid amplification didn’t drive this.

Organic distribution did—through school accounts and affiliated media.

Where Adidas’ Value Surfaced

Most of the brand value came from school-owned accounts, not Adidas’ own channels.

• Indiana Football: $329K EMV

• Miami Football: $210K EMV

• Miami Hurricanes (main): $100K EMV

Additional lift came from:

• University accounts

• Venue and event-adjacent pages

• Broader college football media distribution

Adidas owns the team relationship. That means its brand shows up naturally in content that travels—no need to add logos after the fact.

That’s the advantage of school partnerships. Distribution is built in.

No gameplay needed.

Why This Matters for Brands and Schools

For brands, apparel deals are now media investments, not just supply contracts. The return comes from how far and how often team content travels when attention spikes.

For schools, this creates leverage.

When programs can quantify:

• How much brand value they deliver

• When that value spikes

• How performance compares across peer institutions

That moves schools from anecdotes to evidence—especially when it’s time to renew or renegotiate.

What AVI Brings

School partnerships are now media strategies. Measurement is the foundation.

AVI enables programs and brands to:

• Track brand-attributable EMV across defined campaign windows

• Separate sponsored from non-sponsored value delivery

• Benchmark performance across teams, moments, and seasons

• Support long-term deal justification with real data

This isn’t about boiling a nine-figure deal down to one month.

It’s about seeing how value gets delivered when attention is at its peak.

Adidas didn’t just sponsor two CFP teams.

It invested in distribution.

The CFP spotlight proved it: school partnerships turn attention into measurable brand value, not through ads, but through content that moves.

The next era of college sports won’t be judged by visibility.

It will be judged by what can be measured. And what can be proven.

Get a head start on the new era

Keep doing big things,

Team Athletiverse