SBD/May 7, 2014/Research and Ratings

Data Shows Social Media Feelings Toward Clippers Brand Has Been Rebounding

While the Clippers’ situation has stabilized somewhat following the lifetime ban handed down to Owner Donald Sterling, the team’s overall brand is far from its potential and will require significant fixing under new leadership, according to data from SponsorHub. The Clippers’ X-Score -- a measurement index that incorporates both total audience reach and emotional resonance, encompassing social signals such as favorability and fan reaction -- dipped heavily in the days following Sterling’s racist comments, but rebounded after NBA Commissioner Adam Silver’s ruling. Among select Western Conference teams in the NBA postseason, the Clippers had the highest X-Score before the Sterling comments. As a result, that X-Score is set at 100 and used as the baseline. The club then dipped below the Grizzlies and Spurs to be on par with the Mavericks and Thunder. Following Silver’s ban and fine handed down on Sterling, the Clippers’ X-Score rebounded to again be tops among Western Conference teams (SponsorHub).

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