FedEx saw an increase in its recognition as an official league sponsor among NFL fans for the second straight year, according to the results of this year’s NFL Sponsor Loyalty Survey, conducted for SBJ/SBD by Turnkey Sports. The company, which has held NFL rights since ’00, again sponsored the league’s FedEx Air & Ground awards and, locally, was a sponsor of the Giants’ Super Bowl XXV 25th anniversary microsite. In the QSR category, McDonald’s, a league sponsor since ’12, saw its third straight year of recognition gains. The QSR showcased Pro Football HOFers Mike Ditka and Jerry Rice in promos for its Game Time Gold sweepstakes. Meanwhile, Visa, a league sponsor since ’95, saw a jump in recognition after a sharp drop the year before. The credit card company was presenting sponsor of the NFL Shop at the Super Bowl and the NFL Experience merch store. In the hotel category, Marriott, which has held rights since ’11, cracked 20% recognition among NFL fans for the first time. The hotel had a Super Bowl Suite Stadium Contest awarding the winner and three guests an overnight stay in a Levi’s Stadium suite converted into a Courtyard guest room on the eve of Super Bowl 50.
For results on other categories such as pizza, beer and soft drink, as well as a 10-year look at select categories and methodology, see this week’s SportsBusiness Journal.
| |
AVID FANS
|
CASUAL FANS
|
| |
'16
|
'15
|
'14
|
'16
|
'15
|
'14
|
|
QSR
|
| McDonald’s* |
26.9%
|
24.0%
|
23.5%
|
14.6%
|
26.0%
|
18.4%
|
| Subway |
19.9%
|
18.5%
|
20.0%
|
13.6%
|
10.5%
|
14.9%
|
| Taco Bell |
4.5%
|
2.5%
|
2.5%
|
8.5%
|
2.5%
|
3.5%
|
| KFC |
5.5%
|
5.5%
|
3.0%
|
4.5%
|
3.0%
|
3.5%
|
| I’m not sure |
30.3%
|
41.0%
|
46.0%
|
35.2%
|
51.5%
|
53.7%
|
|
CREDIT CARD
|
| Visa* |
45.3%
|
38.0%
|
45.0%
|
22.6%
|
33.0%
|
31.3%
|
| American Express |
10.0%
|
6.5%
|
6.0%
|
17.6%
|
5.5%
|
6.5%
|
| MasterCard |
11.4%
|
12.5%
|
9.0%
|
13.6%
|
8.5%
|
9.0%
|
| Discover |
3.0%
|
6.5%
|
4.0%
|
7.0%
|
4.5%
|
4.0%
|
| I’m not sure |
28.4%
|
34.0%
|
35.0%
|
29.6%
|
47.0%
|
48.8%
|
|
SHIPPING SERVICES
|
| FedEx* |
45.8%
|
33.0%
|
29.0%
|
30.7%
|
33.0%
|
29.9%
|
| UPS |
14.4%
|
18.5%
|
17.5%
|
15.6%
|
14.5%
|
12.4%
|
| I’m not sure |
32.8%
|
41.0%
|
46.5%
|
31.2%
|
46.0%
|
52.7%
|
|
HOTEL
|
| Marriott* |
21.4%
|
17.5%
|
15.5%
|
15.6%
|
15.5%
|
15.4%
|
| Hilton |
10.0%
|
7.5%
|
4.5%
|
4.5%
|
5.5%
|
3.5%
|
| Holiday Inn |
7.5%
|
7.0%
|
6.0%
|
5.0%
|
4.5%
|
4.5%
|
| I’m not sure |
49.8%
|
59.0%
|
68.0%
|
44.7%
|
65.5%
|
70.1%
|
| |
|
|
|
|
|
|
NOTE: * = Official NFL sponsor.
