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SBD/Issue 71/The Back of the Book
Poll: Under Armour Had Biggest Year Among Sports Brands
Published December 22, 2010
Industry execs felt that Under Armour was the brand that had the most successful year in sports, according to results from a Turnkey Sports poll taken in November. Budweiser/Bud Light ranked second, with Verizon ranking third. Execs were also asked which sports property they were paying more attention to now as compared to the beginning of the year. UFC took the top spot, with the Izod IndyCar Series finishing second. Execs also were asked which sports property is positioned for a big year next year, and UFC again took the top spot (29%). The survey covered more than 1,100 senior-level sports industry executives spanning pro and college sports (Turnkey Sports Poll).
|
WHICH BRAND HAS HAD THE MOST SUCCESSFUL YEAR IN SPORTS?
|
|||
|
PROPERTY
|
%
|
PROPERTY %
|
%
|
|---|---|---|---|
|
Under Armour
|
17%
|
Kia
|
3%
|
|
Budweiser/Bud Light
|
14%
|
Volkswagen
|
2%
|
|
Verizon
|
12%
|
MasterCard
|
2%
|
|
Nike
|
9%
|
AT&T
|
2%
|
|
Subway
|
8%
|
McDonald's
|
1%
|
|
Coca-Cola
|
7%
|
Taco Bell
|
1%
|
|
adidas
|
5%
|
Coors/Coors Light
|
1%
|
|
Miller Lite
|
4%
|
Izod
|
1%
|
|
T-Mobile
|
3%
|
Other
|
5%
|
|
Visa
|
3%
|
|
|
|
WHICH SPORTS PROPERTIES BELOW ARE YOU PAYING MORE ATTENTION TO NOW THAN YOU DID AT THE START OF THE YEAR?
|
|||
|
PROPERTY
|
%
|
PROPERTY %
|
%
|
|
UFC
|
20%
|
NHRA
|
1%
|
|
Izod IndyCar Series
|
6%
|
NLL
|
1%
|
|
X Games
|
6%
|
PRCA
|
0%
|
|
PBR
|
5%
|
WPS
|
0%
|
|
UFL
|
4%
|
Dew Tour
|
0%
|
|
WNBA
|
3%
|
None
|
56%
|
|
BASS
|
1%
|
Not sure/No response
|
2%
|
|
MLL
|
1%
|
|
|
|
WHICH OF THE FOLLOWING PROPERTIES
IS BEST POSITIONED FOR A BIG 2011? |
|||
|
PROPERTY
|
%
|
PROPERTY %
|
%
|
|
UFC
|
29%
|
NHRA
|
1%
|
|
X Games
|
11%
|
NLL
|
1%
|
|
Izod IndyCar Series
|
8%
|
PRCA
|
0%
|
|
UFL
|
4%
|
MLL
|
0%
|
|
PBR
|
4%
|
BASS
|
0%
|
|
Dew Tour
|
3%
|
WPS
|
0%
|
|
WNBA
|
2%
|
Not sure/No Response
|
37%
|
