SBD/April 17, 2012/Research and Ratings

Phillies, Spurs, Patriots, Red Wings Top Respective Leagues In Fan Loyalty

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 TEAMS
RANK
TEAM
RANK
TEAM
1
Patriots
28
Dolphins
2
Steelers
29
Redskins
3
Packers
30
Rams
4
Colts
31
Browns
5
Saints
32
Raiders
TOP/BOTTOM FIVE NBA TEAMS
1
Spurs
26
Wizards
2
Celtics
27
T'Wolves
3
Lakers
28
Warriors
4
Mavericks
29
Kings
5
Thunder
30
Bobcats
TOP/BOTTOM FIVE MLB TEAMS
1
Phillies
26
Mets
2
Yankees
27
Mariners
3
Red Sox
28
Royals
4
Giants
29
Orioles
5
Cardinals
30
Pirates
TOP/BOTTOM FIVE NHL TEAMS
1
Red Wings
26
Jets
2
Canucks
27
Lightning
3
Bruins
28
Blue Jackets
4
Flyers
29
Blues
5
Sharks
30
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).

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