SBD/April 17, 2012/Research and RatingsPrint All
The Phillies, Spurs, Patriots and Red Wings top their respective leagues in “fan loyalty,” according to data from N.Y.-based research firm Brand Keys. The firm’s 20th annual Sports Loyalty Engagement Index, which provides a comparison among teams based on the intensity in which fans within the club's market support the home team versus corresponding values for fans of other franchises in the market. The Cardinals replaced the Dodgers in the fifth spot among MLB teams, which was the only year-over-year change among the top five. The Pirates were once again at the bottom of the MLB rankings. Among NBA teams, the Spurs again topped the list and the Thunder also made the top five for the first time. The Patriots topped the Steelers for the second straight year and the Saints also cracked the top five. Listed below are the top and bottom five MLB, NFL, NBA and NHL teams from Brand Keys' Sports Loyalty Engagement index for ’12 (Brand Keys).TOP/BOTTOM NFL TEAMSRANK
TEAMRANK TEAM1 Patriots28 Dolphins2 Steelers29 Redskins3 Packers30 Rams4 Colts31 Browns5 Saints32 RaidersTOP/BOTTOM FIVE NBA TEAMS1 Spurs26 Wizards2 Celtics27 T'Wolves3 Lakers28 Warriors4 Mavericks29 Kings5 Thunder30 BobcatsTOP/BOTTOM FIVE MLB TEAMS1 Phillies26 Mets2 Yankees27 Mariners3 Red Sox28 Royals4 Giants29 Orioles5 Cardinals30 PiratesTOP/BOTTOM FIVE NHL TEAMS1 Red Wings26 Jets2 Canucks27 Lightning3 Bruins28 Blue Jackets4 Flyers29 Blues5 Sharks30 Islanders
NOTES: Brand Keys defines loyalty as driven by four factors: 1) Pure entertainment, or how well a team does, but more importantly, how exciting its play is; 2) Authenticity, or how well the club plays as a team. New venues or new managers can raise this factor; 3) Fan bonding, or whether players are respected and admired; 4) History & Tradition, or whether the game and the team are part of fan and community rituals, institutions and beliefs. Brand Keys conducted the surveys via phone (80% home phone, 20% cell).