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SBD/Issue 64/The Back of the Book
Turnkey Poll Examines Brand Loyalty Among Sports Fans
Published December 12, 2007
Turnkey Sports & Entertainment conducted a two-week, national consumer research survey in August among 6,000 respondents who were at least 18 years old, which was intended to measure the current the current awareness levels and loyalty behaviors of U.S. Sports fans toward corporate sponsors of their favorite teams, drivers and leagues. Among the findings, less than 20% of avid NFL fans identified Coors as the official beer of the NFL, fewer than 9% could correctly identify that Checkers/Rally's was the official fast food of NASCAR. Fewer than 6% of avid NBA fans correctly identified Toyota as the official vehicle of the league, and barely 6% know that Taco Bell was the official fast food of MLB. The following polls show how avid and casual fans responded when as asked how likely they were to buy a product or service based on whether or not it was an official product of a particular league or favorite team. For more results on a league by league basis, see this week's SportsBusiness Journal (SBJ, 12/10 Issue).
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TURNKEY SPORTS POLL: BRAND LOYALTY BY SPORT
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ARE YOU MUCH MORE OR SOMEWHAT MORE LIKELY TO CONSUME A PRODUCT/SERVICE IF IT IS AN OFFICIAL SPONSOR OF
THE FOLLOWING LEAGUE?.... |
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LEAGUE
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AVID FANS
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CASUAL FANS
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|---|---|---|
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NASCAR
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55.7%
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46.2%
|
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MLS
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68.6%
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47.0%
|
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NBA
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54.6%
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25.1%
|
|
NFL
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32.4%
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23.9%
|
|
NHL
|
48.5%
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35.7%
|
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MLB
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36.7%
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30.6%
|
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ARE YOU MUCH MORE OR SOMEWHAT MORE LIKELY TO REGULARLY CONSUME A PRODUCT/SERVICE IF IT IS AN OFFICIAL SPONSOR OF YOUR FAVORITE TEAM?....
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LEAGUE
|
AVID FANS
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CASUAL FANS
|
|---|---|---|
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NASCAR
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62.4%
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44.3%
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MLS
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65.2%
|
50.0%
|
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NBA
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50.9%
|
27.1%
|
|
NFL
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35.2%
|
27.4%
|
|
NHL
|
54.9%
|
38.2%
|
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MLB
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35.7%
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33.0%
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NOTES: Respondents were screened and analyzed based on their general sports avidity levels. Avid fans were those who responded “5” or “4” to the question “How big a fan are you of (specific sports property),” claimed to “look up scores several times/a month or more often” and “have a favorite team/driver.” Casual fans responded “3” to the same initial question, then followed the same screening.
