Training Camp + Preseason

May - August

Social Brand
Value Generated

Broadcast Brand
Value Generated

Football’s Summer Slog
For most, summer camp means hanging out with friends, participating in fun games and activities, and even splashing around in a pool or lake to combat the sun’s oppressive heat. But NFL camps are void of such summertime pleasures. In July and August, teams prepare for the upcoming season with grueling workouts designed to condition their players for the physical toll the league demands of its best. And while players run sprints, perform up-downs until their knees are weak, and implement detailed systems, they wear jerseys featuring logos of their franchise’s partners. Training camp jersey patches are evident in images and videos from practice as well as during on-field press conferences. Subsequently, social media amplifies their reach and value.

2021 NFL Jersey Patch Partners

Below is a compilation of all 32 teams and their 2021 jersey patch partners. Most organizations opted for a single partner. However, the Atlanta Falcons, Cleveland Browns, Houston Texans, Kansas City Chiefs, and Philadelphia Eagles each had two due to partner changes during the year. Meanwhile, the Buffalo Bills, Las Vegas Raiders, Los Angeles Rams, Pittsburgh Steelers, and Tampa Bay Buccaneers went without jersey patches last training camp.

Arizona Cardinals
Atlanta Falcons
Baltimore Ravens
Buffalo Bills
No Patch Partner
Carolina Panthers
Atrium Health
Chicago Bears
Advocate Health Care
Cincinnati Bengals
Fifth Third Bank
Cleveland Browns
Cross Country Mortgage
Dallas Cowboys
Denver Broncos
Mattress Firm
Detroit Lions
Rocket Mortgage
Green Bay Packers
Bellin Health Care
Houston Texans
Houston Methodist + Xfinity
Indianapolis Colts
Indiana Farm Bureau Insurance
Jacksonville Jaguars
Dream Finders Homes
Kansas City Chiefs
University of Kansas Hospital
Las Vegas Raiders
No Brand Partner
Los Angeles Chargers
Los Angeles Rams
No Patch Partner
Miami Dolphins
Baptist Health South Florida
Minnesota Vikings
Training Haus
New England Patriots
New Orleans Saints
New York Giants
Quest Diagnostics
New York Jets
Atlantic Health
Philadelphia Eagles
Rothman Orthopaedics
& Eagles Austism Foundation
Pittsburgh Steelers
No Patch Partner
San Francisco 49ers
Seattle Seahawks
American Family Insurance
Tampa Bay Bucanneers
No Patch Partner
Tennessee Titans
Washington Commanders

Complete Patch Valuation Range

We analyzed a full year of image content from NFL team-owned social channels and found the 27 franchises with jersey patch partners collectively generated $1.82M worth of brand value for their sponsors. Excepting the companies whose partnerships were limited to training camp only or another specific time frame, partners averaged $60.7K in brand value for their association with NFL teams during the 12 months ending March 31, 2022.

Training Camp Peaks

The week ending August 4 was responsible for a combined $408,462 worth of brand value for patch partners, the most generated by NFL teams all year. It kicked off a month when the weekly total brand value never dipped below $138,882. As a result, 20% of the total brand value generation for patch partners last season occurred during August.

Prepping for Preseason

Organized team activities and the beginning of training camp following the 2021 NFL draft delivered significant brand value to patch partners, including four weeks throughout May and June when they collectively received more than $45K. But it was the two weeks leading up to the commencement of league-wide preseason games that moved the valuation needle the farthest, with the last full week before a complete preseason schedule began – August 5-11 – generating $285,056 in total social brand value.

Social Platform Breakdown

Fluctuations in how much value each social platform delivers are evident during training camp and preseason. But, overwhelmingly, the battle for supremacy is between Twitter and Facebook, with Instagram lagging slightly behind. Throughout all of July and August 2021, Facebook earned at least 35% of the value share every week, peaking at 62% during the seven days ending July 14, 2021.

By Month
By Channel

NFL Teams Overview

Typically, team sponsors received the most value from their patch partnerships during July and August last year – months that aligned with training camp and the beginning of preseason. The most lucrative month for any team-brand association was the Green Bay Packers' partnership with Bellin Health Care, whose social brand value generation of $313,552 during July 2021 was aggrandized by virtue of the company's logo being present on jersey patches.

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