To market our story, here's a giant photo of Rihanna advertising her line with Puma. Now let's get right to it.
New data from The NPD Group suggests Rihanna is the "most marketable" celebrity because of her A-game alignment with Puma, Mac, the Barbados Tourism Agency, Stance, Balmain, Dior and Samsung.
The latter is sponsoring her ANTi tour and album promotions.
According to the group’s report via WWD, “Rihanna’s index score of 367 means that she has almost 3.7 times as many strong brand endorsement opportunities as the average big-name celebrity.”
Here's another giant photo of Rihanna promoting something. Go out and buy it.
The report continues, “[Chief marketing officers and chief financial officers] have long asked for better data to help inform their expensive sponsorship decisions,” said NPD Group vice president Barbara Zack, “We can now prove what has been suspected when making expensive sponsorship decisions—that celebrities are media properties in their own right, with audiences that have nuanced brand preferences. In the same way that every sitcom is not equally valuable to a particular brand, neither is every celebrity equally valuable to a particular brand.”
If The NPD Group can prove Rihanna's likeness has influence, let's see them negotiate a deal with Jay Z and begin promoting ANTi, eh?
And just for good measure...