Keep It Positive: Turnkey Data Lists Teams With Best Outlook

As part of surveys conducted for the Turnkey Team Brand Index, which attempts to measure a team’s brand strength in its respective market, respondents in each market were provided with components. Responses were indexed against the 122-team average, where 100 represents the average. The chart below shows the top five teams whose fans most associate them with having a positive outlook.

NOTES: Franchises with a recent trend of success and a long-range plan top the list. The Colts, Patriots and Steelers have been among the most consistent teams in the NFL since '00, and the Sabres’ resurgence in ’06-07 has their fans dreaming of a Stanley Cup. The Red Sox added a World Series title four months after the survey was completed.

METHODOLOGY: Turnkey interviewed approximately 12,000 general sports fans 18 and older in the 47 North American markets (41 in the U.S. and six in Canada) that are home to one or more teams from MLB, the NBA, NFL and NHL. The data was gathered online during May and June of 2007. The margin of error ranged from +/- 4.5% to +/- 7.1%.

FOR MORE: For more analysis and commentary, see this week’s issue of SportsBusiness Journal.