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POLL POSITION
Sports Marketer of the Year
 
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QUICK HITS

• Naismith Memorial Basketball Hall of Fame Finalists Class of 2018: Ray Allen, Maurice Cheeks, Charles “Lefty” Driesell, Hugh Evans, Grant Hill, Jason Kidd, Steve Nash, Rudy Tomjanovich, Chris Webber, Kim Mulkey, Katie Smith, Tina Thompson, Wayland Baptist University. Class of 2018 will be named during the NCAA Men’s Final Four weekend in San Antonio March 31-April 2.

• Serena Williams, who said her first auto purchase was a while Lincoln Navigator SUV she named “Ginger,” has signed to become an official spokesperson for the brand. A social media-based marketing campaign includes videos of Williams talking about and driving the 2018 Navigator, with ongoing videos to follow. “Partnering with a brand like Navigator comes from a genuine place,” she said in the first video. “Let’s just be honest: Serena Williams needs to be in the new Navigator.”

• The Smashing Pumpkins unveil 'Shiny And Oh So Bright' 36-city tour, their first tour in nearly 20 years, with founding members Billy Corgan, Jimmy Chamberlin, James Iha. Produced by Live Nation.

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

Most-Watched Winter Olympics in U.S. TV History
1. Lillehammer, 1994* 204 million
2. Vancouver, 2010 190 million
3. Salt Lake City, 2002 187 million
T4. Torino, 2006 184 million
T4. Albertville, 1992 184 million
T4. Nagano, 1998 184 million
* Nancy Kerrigan/Tonya Harding incident

Source NBC Sports

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

State Farm: Getting Older 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
Monday
Jul112016

Following Stanley Cup Win, Pittsburgh Penguins Also Have Most Loyal NHL Fans

By Barry Janoff

July 11, 2016: The Pittsburgh Penguins are not only the 2015-16 NHL Stanley Cup champs, they also are title holders of the most loyal fans in the league.

The Penguins came in No. 1 in the just released 2016 NHL Sports Fan Loyalty Index from research, analytics and consulting firm Brand Keys, New York.

Pittsburgh moved up from No. 5 in 2015, replacing the Chicago Blackhawks, which won the Stanley Cup in 2014-15, then topped the Brand Keys NHL list.

According to Brand Keys, winning is an important aspect, but not the only aspect.

"While final scores and game attendance contribute more to loyalty rankings for professional hockey, all of the emotionally-based, predictive drivers have to be taken into account when it comes to NHL team loyalty."

Brand Keys said it uses four "emotional drivers" to assess fan loyalty: Pure Entertainment (how well a team does), Authenticity (how well they play as a team and do fans actually attend games to root for their home team), Fan Bonding (are any players particularly respected and admired) and History and Tradition (has the game and team become part of fans’ and community rituals, institutions and beliefs).

"The ‘rule-of-thumb’ is that win-loss ratios can contribute up to a 20% bump in a team’s loyalty. But, to be fair to NHL fans, loyalty in professional hockey is a little different than other major league sports,"  Robert Passikoff, president for Brand Keys, said in a statement. "Winning contributes more to loyalty for the NHL — about 10% more."

The Top Five teams in the 2016 NHL Sports Fan Loyalty Index also include (in order) tied for No. 3 the St. Louis Blues (No. 4 last year) and Washington Capitals (No. 10); tied for No. 4. the Boston Bruins (No. 2T) and New York Rangers (No. 2T) and the San Jose Sharks (No. 4).

At the opposite end, the New York Islanders, which this past season moved from Long Island to Barclays Center in Brooklyn to play its home games, came in dead last in the 2016 NHL Sports Fan Loyalty Index (down from No. 25 in 2015).

The Bottom Five also includes tied for No. 29 Winnipeg Jets (No. 28 last year) and the Columbus Blue Jackets (No. 30), No. 28. Arizona Coyotes (No. 29), No. 27. Buffalo Sabres (No. 29) and No. 26 Colorado Avalanche (No. 23).

Brand Keys said the 2016 NHL Sports Fan Loyalty Index is based on a survey of 225 fans in each of the teams’ local catchment areas,

Why does winning account for a larger loyalty jump in professional hockey than in other sports.

"First, the sport moves faster than the others, so more attention is necessarily paid to the Pure Entertainment driver wherein wins and losses reside," said Passikoff. "Also the scores are much closer in hockey. For the NHL, the Authenticity driver correlates very highly to at-home attendance figures, and makes a slightly higher contribution to engagement and loyalty than it does for the NFL, MLB, or the NBA.

“Additionally, while hockey fans will have their favorite players, the protective equipment makes instantaneous identification of individual players difficult, so Fan Bonding makes a slightly smaller contribution in the case of this sport," said Passikoff.

According to Brand Keys, the NHL ranks No. 4 in its Sports Fan Loyalty Index among the four major sports in the U.S.

The NFL is first, followed by MLB and the NBA, according to Brand Keys.

Overall team rankings – no matter which league – are based on predictive engagement metrics and correlate with viewership and licensed merchandise sales and, in the case of hockey, attendance, per Brand Keys. "And since rankings can be influenced depending upon how different loyalty drivers are managed, it’s critical that NHL team marketers act as strategically off the ice as players do on the ice.

According to Passikoff, It was Wayne Gretzky, ‘The Great One’ and the leading point-scorer in NHL history, who noted that a good hockey player plays where the puck is; a great player plays to where the puck is going to be.

"Great sports marketers know that same maxim can be applied to fan loyalty too. Particularly if you have the right metrics in place," said Passikoff.

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