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Hookit Ranks Hailie Deegan No. 1 Female Athlete in Sponsorship Value

LONG POND, PENNSYLVANIA – JUNE 26: Hailie Deegan, driver of the #1 Toter Ford, enters her truck for the NASCAR Camping World Truck Series CRC Brakleen 150 at Pocono Raceway on June 26, 2021 in Long Pond, Pennsylvania. (Photo by Sean Gardner/Getty Images)

According to a new report from Hookit, NASCAR Camping World Truck Series driver Hailie Deegan has been ranked as the No. 1 female athlete in sponsorship value, so far in 2021, outranking household names from various sports, such as Naomi Osaka, Alisha Lehmann and Serena Williams.

Deegan’s “Sponsorship Value AAV (Adjusted Ad Value)” is listed at $1.5-million, almost three times higher than any other female athlete in motorsports and has largely been the result of a major influx of followers this year, gaining almost 700,000 new followers across all of her social media channels, which continues to push her closer to the five-million mark.

In fact, according to additional data from Hookit, Deegan is currently ranked 12th-place on the list of motorsports athletes, when it comes to social media following, holding an advantage on multi-time champions and international race winners like Jimmie Johnson, Valtteri Bottas and Kyle Busch, as well as 2020 NASCAR Cup Series Champion Chase Elliott.

About 60% of Deegan’s 4.9M social media followers come from video-based platform Tik Tok, which has seen exponential growth in the last couple of years, especially during the COVID-19 pandemic. It’s a platform that many in the sports industry – as well as the motorsports industry — have yet to utilize, giving Deegan an enormous advantage when it comes to her brand development.


You can read more about these rankings, as well as a complete breakdown of Hailie Deegan’s social media presence HERE

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