Nearly one third of NHL fans correctly identified Visa as one of the league's official credit card partners, the highest such rate in the 11-year history of the league’s sponsor loyalty study, fielded annually for SBJ/SBD by Turnkey Sports & Entertainment. Visa has been the league’s Canadian partner since '08. Discover, the NHL's U.S. credit card partner since '10, also enjoyed its highest awareness level ever. However, although Discover and Visa both enjoyed an increase in their awareness levels over the past few seasons, both partners are less recognized than other major league credit card partnerships.
See more on NHL sponsor loyalty in this week's SportsBusiness Journal.
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MAJOR-LEAGUE CREDIT CARD DEALS: FAN AWARENESS LEVELS
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LEAGUE
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PARTNER (SINCE)
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MOST RECENT AWARENESS LEVEL*
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NCAA
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Capital One ('10)
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49.3%
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NFL
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Visa ('95)
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40.1%
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MLB
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MasterCard ('97)
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35.5%
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NHL
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Visa** ('08)
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32.3%
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NBA
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American Express ('10)
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23.0%
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NHL
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Discover** ('10)
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16.3%
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NASCAR
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Credit One ('16)
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16.30%
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NOTES: * = Surveys are conducted during each property's postseason. ** = Visa has held the Canadian rights since '08; Discover has been the U.S. rightsholder since '10.
