If you’ve been following the whirlwind romance and wedding celebrations of Priyanka Chopraand Nick Jonas, you’ll have noticed the abundance of #spon they’ve been posting on social media (it’s kind of hard hard not to). From Nick’s bachelor party with Elit vodka to their Amazon wedding registry, the couple have been going hard on the brand deals and have seemingly been making a pretty penny from their upcoming nuptials.
According to E! News, the couple have been averaging six figure deals for the majority of their brand partnerships, of which they have done around eight as far as we can tell. It began with multiple references to Ralph Lauren, which the couple both wore to the Met Gala on their first official outing together, accrediting the brand as the reason they became close. Then their bachelor and bachelorette parties took #spon to a new level, with Priyanka posting ads from Longchamp, Tiffany and JBL Audio while Nick advertised Elit Vodka, Lime Bike (who made custom scooters for all of his groomsmen) and Malibu Rum.
The peak came for the wedding registry though, when Priyanka posted a link to her Amazon gift guide for ‘wedding registry inspo’ claiming she build her entire registry with the site and in return they donated $100,000 to UNICEF. Overall, the gift guide amounted to over $14,000 - and of course she didn’t say whether all of the products were gifted to her or whether it’s her actual registry that her celebrity friends will be using to buy the couples presents (what do we think Meghan Markle will go for? The memory foam mattress?).
So how much do all of these brand deals amount to? Well, according to Matt Kirschner, partner at Talent Resources, an influencer marketing and experiential events agency, the Elit vodka deal alone would’ve been worth $150,000. While he estimates the Tiffany deal with Priyanka was likely in the ‘low six figures’ he says some of the partnerships will have been more about building brand relationships than financial compensation.
‘I'm sure Tiffany is a mix of financial compensation and also product barter or trade, if you will,’ he told E! News, ‘for people like her, it's not just about money. It's about finding a brand that makes sense for her. She doesn't need their money. She makes plenty of money on her own.’
The same goes for Nick apparently, who Mike Heller, founder of Talent resources, believes wouldn’t have received financial compensation for his LimeBike ad, most likely just gifted the personalised bikes. It's a rapidly growing brand,’ he said. ‘It was a great way for them to get their name out there. If Nick got paid for this, it likely wasn't much or it was in the form of a donation.’
But what about that big old Amazon registry? Well, according to Kirschner, that was likely just a 'straight charity deal' with Priyanka wanting to do some good with her platform and new-found wedding interest.
As for the constant Ralph Lauren mentions, other than being dressed for the Met Gala it’s difficult to know if they’re receiving any financial benefit from their posts. However, we do know one thing, Priyanka is very likely to wear the brand on the big day.
While neither Kirschner nor Heller have been involved in the deals Priyanka and Nick have made, their professional opinion is that the #spon will keep coming. ‘Overall, I would say they're taking this opportunity and they're running with it,’ said Kirschner, although he believes they're intending to do 'more good than bringing in money for themselves'.
Perhaps a Luxedesintation honeymoon is in the works then too, if we were’ them, we wouldn’t say no.