SBD/SBJ Reader Survey SBD/SBJ Reader Survey SBD/SBJ Reader Survey SBD/SBJ Reader Survey Results SBD/SBJ Presents Eighth Reader Survery Participate In The SBJ/SBD Reader Survey SBD/SBJ Reader Survey: NHL And Motorsports SBD/SBJ Reader Survey: MLB And NBA SBD/SBJ Present Our Seventh Annual Reader Survey SBD/SBJ Reader Survey: Media, Sponsorships, NFL
Upcoming Conferences and Events
SBD/November 26, 2012/Reader Survey
SBD/SBJ Present Our Eighth Annual Reader Survey
Published November 26, 2012
Outlook for the sports business over the next five years
| Very optimistic | 47% |
| Somewhat optimistic | 43% |
| Neither optimistic nor pessimistic | 7% |
| Somewhat pessimistic | 3% |
| Very pessimistic | 0% |
Responses 1,304
Most powerful brand in sports
| ESPN | 33% |
| Nike | 33% |
| N.Y. Yankees | 16% |
Responses 1,299
Getty Images
Most marketable athlete
| Peyton Manning | 18% |
| LeBron James | 15% |
| Tom Brady | 12% |
| Robert Giffin III | 10% |
| Derek Jeter | 10% |
Responses 1,277
Most influential person in sports business
| Roger Goodell | 40% |
| John Skipper | 16% |
| Bud Selig | 6% |
| Tim Leiweke | 5% |
| David Stern | 5% |
Responses 1,292
Getty Images
Biggest threat to sports
| Rising ticket prices | 27% |
| Improvements to the in-home viewing experience hurting attendance | 24% |
| Inflated athlete salaries | 14% |
| Integrity of the game | 12% |
Responses 1,297
Getty Images
Biggest sports business story of the year
| London Olympics | 22% |
| NCAA hits Penn State with severe penalties in the Jerry Sandusky case | 18% |
| Los Angeles Dodgers sold for $2.15 billion to Guggenheim Baseball Management | 14% |
| College football agrees to a playoff | 12% |
Responses 1,298
Most OVERPRICED major sports property
| NFL | 29% |
| NASCAR | 16% |
| MLB | 10% |
Responses 613
Most UNDERPRICED major sports property
| MLS | 17% |
| NHL | 15% |
| UFC | 7% |
| No opinion | 18% |
Responses 613
MOST VALUABLE property assets in a typical sports sponsorship package
| Exclusivity | 44% |
| Intellectual property (team/league marks, etc.) | 40% |
| Branded content | 23% |
| Hospitality/tickets | 19% |
| Athlete rights and appearances | 17% |
| Advertising inventory | 17% |
| Rights to property's business in the category | 12% |
| Signage | 9% |
Note: Readers could make two selections.
Responses 622
LEAST VALUABLE property assets in a typical sports sponsorship package
| Signage | 30% |
| Hospitality/tickets | 29% |
| Athlete rights and appearances | 25% |
| Rights to property's business in the category | 22% |
| Branded content | 17% |
| Advertising inventory | 16% |
| Exclusivity | 13% |
| Intellectual property (team/league marks, etc.) | 10% |
Note: Readers could make two selections.
Responses 612
Getty Images
Corporate sponsor you would most want aligned with your property
| Nike | 39% |
| Apple | 26% |
| Coca-Cola | 22% |
| Anheuser-Busch | 19% |
| American Express | 12% |
| Visa | 12% |
Note: Readers could make up to three selections.
Responses 618
Property a corporate sponsor would most want to identify with
| NFL | 53% |
| MLB | 9% |
| PGA Tour | 8% |
Responses 624
Don Muret / Staff
Compared to before the recession, how important is hospitality/tickets in a sponsorship package?
| More important | 34% |
| Less important | 25% |
| About the same | 35% |
| No opinion | 6% |
Responses 619




