Are Michael Sam and Visa a Bad Match?

Study says Adidas is a better fit for the openly gay NFL player

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Michael Sam, the NFL's first openly gay player, has been one of the most talked about athletes this season, but his only sponsorship deal so far is with Visa.

Networked Insights recently completed a study that gauged supporters' collective reactions to Sam's Visa deal and attempted to project which brands should sign with the St. Louis Rams defensive end.

The marketing data analysis firm used its SocialSense platform, which gathers data from open social media and private customer networks, to review nearly 800,000 social conversations across 6,000 brands between February (when Sam announced he was gay) and July (when he accepted the Arthur Ashe Award at the ESPYs).

Using a tool the company calls its Networked Insights Affinity Ranker, analysts determined a score for each brand on a scale of 3 (most positive) to -3 (most negative).



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