SBD/March 10, 2011/Research and Ratings

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  • Ice Cold: NHL Fans Consuming More Beer Than Fans Of Other Major Leagues

    Fans who are very interested in the NHL are more likely than other major sports leagues' fans to have consumed beer over the last 30 days, according to data from Scarborough Sports Marketing. Just over 62% of those very interested in the NHL said they had an alcoholic beer over the last month, with those fans being 49% more likely than the average U.S. adult to have consumed beer over the same time period. The league last month signed MillerCoors in the U.S. and Molson Coors in Canada to the league’s most financially lucrative sponsorship ever. Listed below are beer drinking demographics for those polled in the U.S. who said they were very interested in MLB, MLS, NBA, NFL, NHL and NASCAR. Data was compiled from August '09 through September '10 (THE DAILY).

    BEER DRINKING DEMOGRAPHICS AMONG FANS WHICH ARE VERY INTERESTED IN SELECT MAJOR LEAGUE SPORTS
    DEMOGRAPHIC
    MLB
    MLS
    NBA
    NFL
    NHL
    NASCAR
    % of U.S. adults who consumed beer over last 30 days who are very interested in the league
    20.0%
    3.0%
    10.8%
    35.8%
    7.3%
    10.4%
    % of league's fans (those very interested) who consumed beer over last 30 days
    55.2%
    54.0%
    48.3%
    55.4%
    62.4%
    49.7%
    % of league's fans who are more likely than average U.S. adult to have consumed beer over last 30 days
    32%
    29%
    16%
    32%
    49%
    19%

     

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