Less than half of DC-area sports fans -- 44% -- “have a favorable view” of the Wizards, according to a WASHINGTON POST poll cited by the paper’s Lee & Craighill. It is “the lowest standing for the major DC professional franchises" with the exception of MLS DC United, "which is judged favorably" by 43%. The Wizards’ standing “underscores the challenge for Ted Leonsis, who took over as the franchise’s principal owner” in June ‘10. Leonsis has been “moving aggressively to turn around the team’s fortunes but admitted to losing money in his first season as owner.” But he remains confident that "the team will win over fans in a fashion similar to the Capitals, the city’s NHL team that he also owns.” Leonsis in an e-mail said, “In many ways I believe DC is a sleeping basketball giant; the Wizards need to capture the imagination of area fans. That already has started to take place, and we have on-the-court and off-the-court plans in place to continue that growth. The Wizards have a tremendous amount of potential. There is hope, and our fans see it.” After “years of disappointment, though, the Wizards have their work cut out for them.” Just 29% of NBA fans in the region “named the Wizards as their favorite team in the Post survey, which was taken in August.” Leonsis said that he “would never use opposing teams in marketing campaigns to attract fans.” Leonsis: “We are building a team and will advertise our brands.” The poll shows that fans living in the area “for at least 10 years are more supportive of the Wizards.” Among those “who care at least a little about the NBA, 36 percent of long-time DC residents name the Wizards as their favorite basketball team, but only 9 percent of newcomers say the same.” The Wizards “have established a player alumni association and in May unveiled new uniforms with a red, white and blue color scheme and a horizontal stripe.” Lee & Craighill note to gain more fans, “winning on the court would help as well” (WASHINGTON POST, 11/1). For more on the Washington Post's poll of DC-area sports fans, see today's Ratings and Research section.
