NASCAR, for the second consecutive year, "leads all
sports properties in the eyes of sports sponsors," according
to the SPORTSBUSINESS JOURNAL's second annual League Report
Card, which includes responses from 204 companies, including
30 from the 130 "largest sports sponsors." The
SPORTSBUSINESS JOURNAL's Andy Bernstein reports that NASCAR
"again scored the highest rating in 17 of 20 characteristics
measured" by the survey. Additionally, NASCAR finished
first in "all three areas that sponsors rated as most
important in determining their marketing decisions --
whether the sport has a strong future, whether the property
is responsive to its customers and whether it offers good
value for the money." The only statement in which NASCAR
did not rank in the top three was, "It's easy to coordinate
programs between the league offices and individual teams."
Meanwhile, Bernstein reports that the NFL, PGA, LPGA and
Minor League Baseball "also scored well overall" in the
survey, as the NFL finished second in six categories, and
the PGA, LPGA and Minor League Baseball came in second in
three each. Pro tennis, both the Sanex WTA Tour and the
ATP, "has the worst image in the eyes of sponsors, bringing
up the rear in almost every category." Bernstein concludes,
"Overall, the survey results revealed general satisfaction
with how major sports properties market themselves and their
brands" (SPORTSBUSINESS JOURNAL, 11/20 issue).
