Why Is Rory McIlroy More Adored Than Nike? Adoreboard tracked the emotional sentiment of golfer Rory McIlroy for 10 months, alongside his main sponsors, Nike, Bose and Omega...discovering he is more loved than the brands he represents. If you enjoy this introduction, you can get the full report for free here: http://bit.ly/adoreport--001 The report contains complete analysis, key insights and takeaways and is a must-read for brands, brand managers, talent and CMOs.

1. #01
Why is McIlroy More
Adored Than Nike
USING ANALYTICS TO MAXIMISE
BRAND SPONSORSHIP

2. Contents
Chapter One: Introducing Adoreboard 3
— Adoreboard Overview 4
— Foreword 5
Chapter Two: Analysing McIlroy 6
— Sponsorship 7
— Brand Index 8
— Data Analysis and Insight 9
— Detailed Breakdown 14
— Data Visualisation 15
— Findings 16
Chapter Three: Insights 17
— Expert Viewpoint 18
— Three Insights 19
— Align 20
— Align: Actionable Insights 21
— Co-create 22
— Co-create: Actionable Insights 23
— Measure 24
— Measure: Actionable Insights 25
Chapter Four: Report conclusion 26
— Why is McIlroy More Adored Than Nike? 27
— Concluding Thoughts 28
— Methodology 29
Get Adoreboard Today 30

3. Chapter One
Introducing Adoreboard
Adore Report #01 : Why is McIlory more loved than Nike?
Chapter One : Introducing Adoreboard
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4. ADOREBOA
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GLOBAL NEWS , SOCIAL MEDIA
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Adore Report #01 : Why is McIlory more loved than Nike?
Chapter One : Introducing Adoreboard
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5. About Us
Adoreboard is an innovative software platform that measures
how the world feels about brands online. It provides world-class
solutions using a combination of psychology and technology to
specialise in emotional analysis.
Adoreboard was named ‘Best Tech Start-up’ at the ITLG Silicon
Valley Global Technology Summit chaired by former Chairman
and CEO of Intel Corporation Dr Craig Barrett.
About this Report
He is only 25 years of age, but Rory McIlroy has already
proven to be one of the greatest golfers of his time.
He has one of sport’s most recognised faces. He is a major
winner and destined for more triumphs across the world.
McIlroy, a young man with a free spirit from a working class
background in Northern Ireland has emerged to become
a global superstar with riches beyond his wildest dreams.
Adoreboard has been tracking the movements of his online
reputation for almost a year. The analysis reveals the emotional
highs and lows of an incredible developing career as well as
the ups and downs in his personal life.
Produced by Adoreboard’s data scientists based at Queen’s
University, Belfast, the detailed study provides a fascinating
insight into how McIlroy is perceived, and why he is more
loved as a brand than three of the main sponsors he
represents, Nike, Omega and Bose.
This report outlines the important steps chief marketing
officers and brand managers need to take in order to maximise
online brand reputation with the use of data analytics.
Foreword
Adore Report #01 : Why is McIlory more loved than Nike?
Chapter One : Introducing Adoreboard » Foreword
Adoreboard’s Brand Indexing System
The Adorescore is the
world’s first real-time metric
for understanding emotional
engagement on an index
of -100 to +100.
5

6. Chapter Two
Analysing McIlroy
We followed the highs and lows of Rory McIlroy’s
reputation online for a period of ten months revealing
new insights into his brand performance compared with
some of the world’s most iconic brands.
Adore Report #01 : Why is McIlory more loved than Nike?
Chapter Two : Analysing McIlroy
6

7. Sponsorship must deliver for the business —
one of the key rules for all Brand Managers
and Chief Marketing Officers.
So how do we get the best result for our financial
outlay? What business impact does sponsorship have
on the firm’s bottom line? And how do we protect
ourselves against the risks involved?
The life and times of golfer Rory McIlroy and his brand
relationship with three of his main sponsors, Nike, Bose
and Omega, based on the analysis of thousands of
tweets, blogs and new articles, is a classic case study.
The result is the identification of three key insights
which Adoreboard believes help shape how brand
managers select, manage and evaluate sponsorship.
Sponsorship A mainstay
of brands for decades
Adore Report #01 : Why is McIlory more loved than Nike?
Chapter Two : Analysing McIlroy » Sponsorship
7

8. Brand Index
Adoreboard tracked and analysed the public perception of
Rory McIlroy over a ten month period to identify his personal
brand performance on and off the golf course.
0
-100
+100
-50
+50
MAY 2014
47
JUNE 2014
61
JULY 2014
54
AUGUST 2014
66
SEPTEMBER 2014
-2
OCTOBER 2014
64
NOVEMBER 2014
32
JANUARY 2015
54
DECEMBER 2014
46
FEBRUARY 2015
28
Adore Report #01 : Why is McIlory more loved than Nike?
Chapter Two : Analysing McIlroy » Brand Index
8

9. Rory McIlory’s public popularity is now
higher than the three main global brands
which he represents: Bose, Nike and Omega.
Findings
+53
+51
+55
+49
+47
+45
+43
+41
+39
+37
+35
+33
+31
+29
+27
+25
+23
+21
+0
+19
ADORESCORE
+17
+15
+13
+11
+9
-3
+7
-5
+5
-7
+3
Adore Report #01 : Why is McIlory more loved than Nike?
Chapter Two : Analysing McIlroy » Findings

10. Adore Report #01 : Why is McIlory more loved than Nike?
Chapter Two : Analysing McIlroy
Download the Full Report
Discover three fresh insights that will give your brand
partnerships a powerful new emotional impact.
Full Chapter Two data analysis included.
Download your FREE copy of the full report now:
www.adoreboard.com/reports ≥
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Adoreboard is a unique platform which helps brands
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Communications Expert
Chris Johnston
Data Analytics Expert
Dr Fergal Monaghan
Former communications advisor
to brands such as Hewlett-Packard,
Grant Thornton and Danske Bank.
e: chris@adoreboard.com
t: 44 (0)28 9097 3887
Formerly of SAP Business Intelligence
Unit and researcher at INSIGHT Centre
for Data Analytics.
e: fergal@adoreboard.com
t: 44 (0)28 9097 3887
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