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POLL POSITION
Sports Marketer of the Year
 
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QUICK HITS

• “While these Olympic Games will once again be profitable for NBC Sports Group, they also created major benefits for the rest of our portfolio, including NBC News, NBC Entertainment, Universal theme parks, our many cable networks, and our owned television stations and affiliate partners." — Mark Lazarus, chairman-NBC Broadcasting and Sports

• Winter Games Brand Awareness
Which of the following brands have you seen an ad for in the past two weeks during Winter Olympics?
1. Coca-Cola 45.4
2. Liberty Mutual 25.3
3. Samsung 24.5
4. NBC 23.7
5. Chobani 16.3
6. United 14.4
7. NBCSN 10.9
8. Intel 9.1
9. Dow 3.2
10. Panasonic 2.9
SOURCE YouGov

• This wknd all 30 MLB teams (including players, coaches, managers and umpires) will wear caps to honor before games, with option to wear the caps  in-game. Players will sign caps and auction them to raise money for Broward Education Foundation to benefit the official Victims' Fund.

KEEPING SCORE

Most Exciting Sports Worldwide
1. Athletics (i.e. Olympics) 47% Very/Quite Exciting
2. Tennis 43%
3. Football (soccer) 43%
4. Rugby 41%
5. Gymnastics 36%
6. Boxing 32%
7. Formula 1 32%
8. Swimming 26%
9. Horse Racing 25%
10. Cycling 25%

Most Boring Sports Worldwide
1. Golf 70% Very/Quite Boring
2. U.S. Football 59%
3. Cricket 58%
4. Darts 58%
5. Snooker 57%
6. Basketball 52%
7. Horse Racing 52%
8. Cycling 50%
9. Formula 1 49%
10. Boxing 46%

Poll from YouGov.com

BUY SELL

Top Selling MLS Player Jerseys
1. Miguel Almirón Atlanta United
2. Bastian Schweinsteiger Chicago Fire
3. Josef Martínez Atlanta United
4. Jordan Morris Seattle Sounders
5. David Villa NYCFC
6. Clint Dempsey Seattle Sounders
7. Sebastian Giovinco Toronto FC
8. Kaká Orlando City FC
9. Andrea Pirlo NYCFC
10. Nicolás Lodeiro Seattle Sounders
SOURCE MLS STORE

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MLB: Stoneman Douglas Winter Games Ads Below

COLLEGE

CFB Title Games '21-24
No. 1 Colleges Since '92
NCAA: More Health $$$
Cancer Drives Home
NCAA Reballs Madness

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99

Entries in NHL (1)

Tuesday
Mar222011

Phillies Hit Home Run In 2011 Brand Keys Sports Loyalty Engagement Study

March 22, 2011: The San Francisco Giants may have won the 2010 World Series, but they failed to take the title of the team with the most loyal fans. That honor goes to the Philadelphia Phillies, according to marketing and research firm Brand Keys, which has released the 2011 Brand Keys Sports Loyalty Engagement Index to coincide with the start of the MLB season.

The Sports Loyalty Index, now in its 19th season, was designed "to help professional sports teams’ management identify precise fan loyalty rankings in hometown [and national] markets," according to Robert Passikoff, founder and president of New York-based Brand Keys. “These insights allow league and team marketers to identify areas that need strategic brand coaching,” said Passikoff in a statement.

The top five MLB teams in 2011, per the Sports Loyalty Index, are the Phillies, New York Yankees, Boston Red Sox, Giants and Los Angeles Dodgers.

Brand Keys said it surveyed 250 fans within the market of each pro team in baseball, the NFL, NBA and NHL in February to help accumulate information. “Everybody loves a winner, but it’s important to note that win/loss ratios do not entirely govern fan loyalty," said Passikoff.

The Sports Loyalty Index is based on four factors:

Pure Entertainment: How well a team performs, but more importantly, how exciting is their play?

Authenticity: How well they play as a team (and in the case of MLB is it natural talent or steroid-enhanced performance?). New stadia can help propel this driver, and sometimes a new manager.

Fan Bonding: Are players respected and admired?

History and Tradition: Is the game, and the team, part of a fan’s and a community’s rituals, institutions and beliefs?

According to Brand Keys, the Sports Loyalty Engagement Index provides a direct comparison of the intensity with which fans within the team’s market support the home team versus corresponding values for fans of other teams in the market. “That’s important because fan loyalty correlates highly with broadcast viewership, merchandise purchase and ticket revenue," said Passikoff. "And happier fans, as well."

In 2010, Brand Key's Sports Loyalty Index ranked the top five MLB teams as Boston, the Yankees, Philadelphia, a tie between the Los Angeles Angels of Anaheim and Dodgers and a tie between the Minnesota Twins and the Milwaukee Brewers.

In the 2009 Sports Loyalty Index, the top five MLB teams were Boston, Philadelphia, a tie between the New York Yankees and Mets, the Anaheim Angels and the Oakland A's.

The bottom five MLB teams, per the 2011 Sports Loyalty Index are the Pittsburgh Pirates, Baltimore Orioles, Kansas City Royals, Arizona Diamondbacks and Seattle Mariners.

What does that mean?

“Since overall league and team rankings do correlate with viewership and merchandise sales, and rankings can be influenced depending upon how loyalty drivers are managed, it’s critical that team marketers do accurate scouting regarding the strategic ball they intend to pitch to the fans,” said Passikoff.

The 2011 Sports Loyalty Index for the NFL, NBA and NHL used the same parameters as it did for MLB. Their findings:

National Football League
Top Five
1. New England Patriots
2. Pittsburgh Steelers
3. Indianapolis Colts
4. Green Bay Packers
5. New York Jets

Bottom Five
1. Oakland Raiders
2. Cincinnati Bengals
3. Washington Redskins
4. Cleveland Browns
5. Carolina Panthers

National Basketball Assn.
Top Five
1. San Antonio Spurs
2. Los Angeles Lakers
3. Dallas Mavericks
4. Boston Celtics
5. Phoenix Suns

Bottom Five
1. Charlotte Bobcats
2. Sacramento Kings
3. Minnesota Timberwolves/Golden State Warriors
4. Memphis Grizzlies
5. Atlanta Hawks/Toronto Raptors

National Hockey League
Top Five
1. Detroit Red Wings
2. Philadelphia Flyers
3. San Jose Sharks
4. Vancouver Canucks
5. Boston Bruins

Bottom Five
1. Atlanta Thrashers
2. St. Louis Blues
3. New York Islanders
4. Phoenix Coyotes
5. Tampa Bay Lightening/Nashville Predators

Source: Brand Keys

On The Ball: Brand Keys 2010 Sports Loyalty Index

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