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SBJ/November 28-December 4, 2011/Reader Survey
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You came, you saw, you voted
The seventh annual SportsBusiness Journal/SportsBusiness Daily Reader Survey attracted more than 2,000 votes as readers gave their opinion on the key issues and key people that drive the industry.
Among the highlights:
■ The UFC continues to get some love, but readers aren’t ready to put both feet into the octagon. Only three other sports properties ranked higher when readers were asked which property is the most innovative, and only two outranked the UFC when readers were asked about properties with the most growth potential. Yet 55 percent of readers said they wouldn’t align their brand with the UFC.
■ When it comes to the marquee events in college sports, it isn’t even close. A whopping 84 percent of voters said they’d take March Madness over the BCS (13 percent). Perhaps some fallout from alumni of schools that were shunned in previous bowl seasons?
■ Did Comcast/NBC overpay for Olympic rights? You bet, said 62 percent of voters.
■ A total of 65 percent of readers said they think ESPN needs a strong competitor, and 43 percent said Comcast/NBC has the best chance of cutting into ESPN’s sports media dominance.
■ Social media continues to catch fire, with nearly 76 percent of readers saying they are active on Facebook (compared with 62 percent when the question was last asked in the 2009 survey), and 58 percent saying they are active on Twitter (compared with 42 percent in the 2010 survey).
■ Readers like a good scrap, as nearly 70 percent said that player fighting is a key part of the NHL game and shouldn’t be banned by the league.
■ If the NFL returns to the Los Angeles market, where will the stadium be? An overwhelming majority of voters, nearly 78 percent, gave the nod to Farmers Field at L.A. Live. Fewer than 10 percent said City of Industry.
Once again, Turnkey Sports & Entertainment provided technical support for the survey, which was conducted online
over three weeks starting Oct. 3. Readers accessed the survey via the websites of SportsBusiness Journal and sister publication SportsBusiness Daily.
The highlights in the pages that follow show only the top vote-getters in each of the categories.
About YOU and the industry
Facilities
Media
Sponsorship
NFL
MLB
NBA
NHL
Motorsports
Teams and leagues
College
Labor and agents
Best of the Rest
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About you and the industry, Reader Survey 2011
Super Bowl you’d most want to attend
New Orleans (2013) 45.3% New York (2014) 43.9% Indianapolis (2012) 10.9% Respondents: 2,120
Most influential person in sports business
Roger Goodell 32.7% George Bodenheimer 17.3% Tim Leiweke 6.0% Bud Selig 5.7% Respondents: 2,181
Most powerful brand in sports
ESPN 31.3% Nike 25.1% New York Yankees 16.2% Manchester United 6.2% Respondents: 2,181
Biggest sports business story of the year
NFL owners and players reach a new labor deal 39.6% Los Angeles Dodgers fall into bankruptcy 9.9% College rights fees soar, with Pac-12
and Big 12 latest to get major increases9.0% NBC bets big to keep Olympic rights 7.2% Respondents: 2,152
Biggest threat to sports
Rising ticket prices 22.9% Disconnect with fan base 19.4% Inflated athlete salaries 18.3% Improvements to the in-home
viewing experience hurting attendance14.9% Respondents: 2,147
Are you active on social media?
Facebook 75.6% Twitter 58.3% LinkedIn 57.8% YouTube 35.2% FourSquare 9.2% Blogger 8.1% Tumblr 3.0% No 11.5% Respondents: 2,152
Feeling about the state of the sports business over the next five years
Very optimistic 34.4% Somewhat optimistic 47.4% Neither optimistic nor pessimistic 10.8% Somewhat pessimistic 6.5% Very pessimistic 0.5% No opinion 0.6% Respondents: 2,156
Most marketable athlete
Tom Brady 20.6% Peyton Manning 15.0% Derek Jeter 13.8% Aaron Rodgers 9.7% LeBron James 8.1% Respondents: 2,181
Best sports event to attend
Super Bowl 19.9% FIFA World Cup 13.1% NCAA Final Four 10.1% Stanley Cup Final 8.5% Summer Olympics 8.5% World Series 8.0% Masters 7.0% Respondents: 2,181
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Facilities, Reader Survey 2011
Best MLB ballpark
Fenway Park (Boston Red Sox) 13.1% AT&T Park (San Francisco Giants) 12.6% Yankee Stadium (New York Yankees) 11.5% Citizens Bank Park (Philadelphia Phillies) 10.2% Respondents: 1,148
Best NFL stadium
Cowboys Stadium (Dallas Cowboys) 28.4% Lambeau Field (Green Bay Packers) 14.3% MetLife Stadium (New York Giants and Jets) 7.6% University of Phoenix Stadium (Arizona Cardinals) 6.6% Respondents: 1,148
Best NHL arena
Madison Square Garden (New York Rangers) 11.5% Consol Energy Center (Pittsburgh Penguins) 9.2% Wells Fargo Center (Philadelphia Flyers) 8.4% Respondents: 1,148
Best motorsports venue
Daytona International Speedway 19.7% Indianapolis Motor Speedway 18.6% Bristol Motor Speedway (Bristol, Tenn.) 6.1% Respondents: 1,148
Best NBA arena
Madison Square Garden
(New York Knicks)17.4% Staples Center
(Los Angeles Clippers
and Lakers)16.3% Amway Center
(Orlando Magic)8.3% Wells Fargo Center
(Philadelphia 76ers)7.6% Respondents: 1,148
Best soccer-specific stadium
Red Bull Arena (New York Red Bulls) 23.1% Livestrong Sporting Park (Sporting Kansas City) 15.9% Home Depot Center (Los Angeles Galaxy; Chivas USA) 13.9% PPL Park (Philadelphia Union) 9.5% Respondents: 1,148
Naming-rights deals that will be the most effective for both the brand and the property
MetLife Stadium, Meadowlands, N.J. 32.7% Barclays Center, Brooklyn, N.Y. 24.0% Farmers Field, Los Angeles 23.9% Respondents: 1,036
Facility in the greatest need of being renovated or replaced
Nassau Veterans Memorial Coliseum (New York Islanders) 21.4% Tropicana Field (Tampa Bay Rays) 12.5% Hubert H. Humphrey Metrodome (Minnesota Vikings) 12.5% Candlestick Park (San Francisco 49ers) 11.3% Respondents: 1,148
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Media, Reader Survey 2011
Favorite TV play-by-play personality
Bob Costas 29.7% Al Michaels 23.7% Jim Nantz 20.6% Gus Johnson 20.1% Joe Buck 17.5% Note: Respondents could make up to three selections
Respondents: 1,106
Event that is produced the best on television
Super Bowl 35.1% Masters 24.0% Final Four 18.5% Respondents: 1,156
Favorite major league website
MLB.com 29.3% NFL.com 19.2% NHL.com 11.9% MLSSoccer.com 7.6% NBA.com 7.5% Respondents: 1,218
League/property with the best overall digital strategy
MLB 31.2% NFL 24.2% NHL 10.6% NBA 10.1% MLS 5.0% Respondents: 1,218
Favorite sports-related mobile app
ESPN ScoreCenter 24.1% MLB.com At Bat 17.7% March Madness on Demand 9.3% NHL GameCenter 5.8% NFL Mobile 5.3% Respondents: 1,218
Favorite independent sports website
Yahoo! Sports 32.1% Deadspin 16.4% Bleacher Report 11.3% USA Today Sports 10.5% Respondents: 1,102
Media group that has the best chance to cut into ESPN’s sports media dominance
NBC 42.9% Fox 18.9% Nobody 15.3% Respondents: 1,149
Favorite TV game analyst
Cris Collinsworth 25.0% Kirk Herbstreit 22.2% Troy Aikman 18.5% Jon Gruden 15.9% Jay Bilas 13.6% John McEnroe 13.1% Note: Respondents could make up to three selections
Respondents: 1,100
Favorite sport-specific studio show
College GameDay (ESPN, football) 36.3% Baseball Tonight (ESPN) 23.8% MLB Tonight (MLB Network) 14.4% Football Night in America (NBC) 11.9% Fox NFL Sunday (Fox) 11.9% Inside the NBA (TNT) 10.3% Note: Respondents could make up to three selections
Respondents: 1,122Favorite network-affiliated sports website
ESPN.com 72.4% CBSSports.com 10.9% NBCSports.com 6.4% Turner-SI digital 5.5% FoxSports.com 4.0% Respondents: 1,133
Network that does the best job covering the NFL
ESPN 35.9% Fox 25.5% CBS 15.2% NBC 11.7% NFL Network 11.7% Respondents: 1,119
Does ESPN need a strong competitor?
Yes 65.1% No 26.4% No opinion 8.5% Respondents: 1,149
Sports network that consistently has the highest production values
ESPN 35.3% NBC 17.5% They are basically the same 16.8% CBS 11.4% Fox 10.7% Respondents: 1,130
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Sponsorship, Reader Survey 2011
If you were a brand, would you sign quarterback Michael Vick as an endorser?
No 70.0% Yes 24.5% No opinion 5.5% Respondents: 1,160
Property a corporate sponsor would most want to identify with
NFL 68.7% MLB 12.2% MLS 5.0% NHL 4.7% NASCAR 4.1% NBA 2.3% Respondents: 1,171
Corporate sponsor you would most want aligned with your property
Nike 20.5% Apple 13.5% Coca-Cola 12.1% Anheuser-Busch 5.0% Respondents: 1,192
If you were a chief marketing officer, would you align your brand with the UFC?
No, sport isn't a fit 55.4% Yes, hits perfect demo 28.3% No opinion 16.2% Respondents: 1,158
How will sports sponsorship spending change over the next five years?
Increase dramatically 15.8% Increase slightly 56.4% Remain the same 15.5% Decrease slightly 8.1% Decrease dramatically 2.0% Respondents: 1,162
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NFL, Reader Survey 2011
Most effective NFL team owner
Least effective NFL team owner
Mike Brown (Cincinnati Bengals) 21.0% Al Davis estate (Oakland Raiders) 15.5% Daniel Snyder (Washington Redskins) 8.2% Wayne Weaver (Jacksonville Jaguars) 8.1% Respondents: 1,250
When Nike gets the NFL’s uniform contract next year, would you say that is ...
A good thing. They'll breathe new live into the looks of the uniforms. 43.4% A neutral event. You’ll see little change with uniforms. 35.5% A bad thing. They’ll go too far in uniform design and harm traditions. 19.4% Respondents: 1,222
Sponsor that does the best job activating around the NFL
Anheuser-Busch 28.9% Verizon 12.3% Papa John’s 11.9% Respondents: 1,172
Team most likely to relocate to the Los Angeles market
Jacksonville Jaguars 48.8% San Diego Chargers 24.4% Expansion franchise 11.8% Respondents: 1,199
If the NFL returns to the Los Angeles market, the local team’s stadium will be located in ...
Farmers Field (L.A. Live)/AEG 77.8% City of Industry (Grand Crossing)/Edward Roski 9.4% Neither 12.8% Respondents: 1,184
NFL team that has shown the most innovation in its business practices
Dallas Cowboys 26.1% New England Patriots 11.4% Green Bay Packers 9.3% Respondents: 1,250
Biggest threat to the success of the NFL
Rising ticket prices 34.5% Improved technology for at-home viewing 29.0% Concussions 17.5% In-stadium fan behavior 11.9% Other 7.0% Respondents: 1,226
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MLB, Reader Survey 2011
Most effective MLB team owner
Hal Steinbrenner (New York Yankees) 21.9% Bill Giles/David Montgomery (Philadelphia Phillies) 14.5% John Henry/Tom Werner (Boston Red Sox) 14.5% Nolan Ryan (Texas Rangers) 12.8% Respondents: 1,346
Will Bud Selig sign an extension to remain MLB commissioner beyond 2012?
Yes 52.1% No 34.8% No opinion 13.1% Respondents: 1,320
Will Frank McCourt own the Los Angeles Dodgers this time next year?
No 81.2% Yes 10.8% No opinion 8.0% Note: Since the close of the Reader Survey, Los Angeles Dodgers owner Frank McCourt has agreed to a court-supervised sale of the franchise.
Respondents: 1,311Most troubled MLB franchise
Los Angeles Dodgers 63.0% New York Mets 15.0% Tampa Bay Rays 11.9% Oakland A’s 8.2% Respondents: 1,317
Least effective MLB team owner
Frank McCourt (Los Angeles Dodgers) 32.5% Fred Wilpon (New York Mets) 9.8% Peter Angelos (Baltimore Orioles) 9.3% Bob Nutting (Pittsburgh Pirates) 6.5% Respondents: 1,346
MLB team that has shown the most innovation in its business practices
Boston Red Sox 14.6% New York Yankees 13.3% San Francisco Giants 10.1% Philadelphia Phillies 7.9% Respondents: 1,346
Sponsor that does the best job activating around MLB
Anheuser-Busch 34.7% MasterCard 12.9% Chevrolet 8.9% State Farm 8.8% Bank of America 8.5% Respondents: 1,289
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NBA, Reader Survey 2011
Most effective NBA team owner
Mark Cuban (Dallas Mavericks) 44.1% Jerry Buss (Los Angeles Lakers) 20.1% Peter Holt (San Antonio Spurs) 4.8% Micky Arison (Miami Heat) 4.7% Respondents: 1,203
NBA team that has shown the most innovation in its business practices
Dallas Mavericks 23.5% Miami Heat 8.3% Los Angeles Lakers 7.3% Oklahoma City Thunder 7.1% Respondents: 1,203
What the next five years hold for the Sacramento Kings and the New Orleans Hornets
Both teams will relocate 32.2% The Kings will relocate 29.9% Both teams will stay put 18.1% The Hornets will relocate 11.1% Respondents: 1,175
Sponsor that does the best job activating around the NBA
Nike 23.7% Kia Motors 21.6% Coca-Cola (Sprite, Minute Maid, Dasani) 13.4% PepsiCo (Gatorade) 12.0% Respondents: 1,203
Least effective NBA team owner
Donald Sterling (Los Angeles Clippers) 22.9% James Dolan (New York Knicks) 16.4% Maple Leaf Sports + Entertainment (Toronto Raptors) 6.0% Dan Gilbert (Cleveland Cavaliers) 5.7% Gavin and Joe Maloof (Sacramento Kings) 5.7% Respondents: 1,203
The NBA’s 2011-12 season will
Start on time 2.9% Start at the New Year 44.4% Start in late February 18.4% Be canceled 30.8% Note: Survey was taken prior to the original start date of the 2011-12 NBA season
Respondents: 1,186Feelings about the Miami Heat
Could never root
for the Big 349.3% Neutral 31.8% Heat’s Big 3 — best
thing for the NBA13.7% Respondents: 1,183
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NHL, Reader Survey 2011
Most effective NHL team owner
Mike Ilitch (Detroit Red Wings) 17.8% Mario Lemieux/Ron Burkle (Pittsburgh Penguins) 13.6% Comcast (Philadelphia Flyers) 9.1% Ted Leonsis (Washington Capitals) 8.8% Rocky Wirtz (Chicago Blackhawks) 8.1% Respondents: 1,088
NHL team that has shown the most innovation in its business practices
Chicago Blackhawks 8.8% Pittsburgh Penguins 8.6% Washington Capitals 8.6% Philadelphia Flyers 7.8% Respondents: 1,088
Sponsor that does the best job activating around the NHL
MillerCoors/Molson Beer 17.3% Bridgestone 13.4% Geico 9.5% Tim Hortons 8.7% Verizon Wireless 6.4% Respondents: 1,088
The NHL should ban player fighting
No, key part of the game 69.7% Yes, time has come 23.3% No opinion 7.0% Respondents: 1,041
Event you’d rather see
Stanley Cup Final 68.0% Winter Classic 29.8% NHL All-Star Game 1.7% Respondents: 1,046
Least effective NHL team owner
NHL (Phoenix Coyotes) 16.3% Charles Wang (New York Islanders) 15.4% James Dolan (New York Rangers) 10.2% Tom Hicks (Dallas Stars)* 7.1% Alan Cohen (Florida Panthers) 6.8% *Since the close of the survey, Tom Gaglardi has become owner of the Stars.
Respondents: 1,088
What the next five years hold for the New York Islanders
Team will still be looking for a deal for a new arena 35.9% Team will land a deal for a new arena 34.9% Team will relocate 24.9% Respondents: 1,009
In five years, the Winnipeg Jets will be
A successful team on and off the ice 53.5% Struggling with ticket and corporate sales 33.7% Not in Winnipeg 5.9% Respondents: 1,000
What the next five years hold for the Phoenix Coyotes
Team will be sold; new buyer will relocate the team 66.4% Team will be sold; new buyer will keep the team in Arizona 22.6% Team will fold 7.2% Respondents: 1,009
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Motorsports, Reader Survey 2011
Biggest challenge facing NASCAR in the year ahead
TV ratings 28.9% Attendance 23.1% Mainstream appeal of drivers 18.1% Rising cost of sponsorships 11.9% Respondents: 830
Grade Brian France’s performance as chairman and CEO of NASCAR
A 7.1% B 46.5% C 36.8% D 6.8% F 2.8% Respondents: 1,036
Property best positioned for growth
IZOD IndyCar Series 40.7% AMA Supercross/Motocross 29.1% NHRA 15.3% American Le Mans 12.5% Respondents: 752
Sponsor that does the best job activating around NASCAR
GoDaddy.com 12.8% Sprint Nextel 11.8% Anheuser-Busch (Budweiser) 9.0% Lowe’s 8.1% Respondents: 892
Biggest challenge facing the IZOD IndyCar Series in the year ahead
TV ratings 33.6% Marketing its drivers 31.2% Attendance 19.6% Respondents: 756
Grade Randy Bernard’s performance as CEO of the IZOD IndyCar Series
A 5.0% B 35.0% C 45.1% D 10.5% F 4.5% Respondents: 737
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Teams and leagues, Reader Survey 2011
Property/organization most likely to fold within the next five years
UFL 19.8% WNBA 18.7% WPS 12.2% Respondents: 1,481
Most innovative property
NFL 25.9% MLB 12.6% NHL 12.5% UFC 10.9% MLS 9.0% NBA 7.8% Respondents: 1,481
Sports organization you would most want to work for
NFL 28.9% MLB 18.7% NHL 9.2% MLS 7.1% Respondents: 1,481
Properties/organizations with the most potential for growth
MLS 25.4% NHL 14.5% UFC 14.2% Respondents: 1,481
League with the most competitive balance
NFL 57.6% NHL 17.5% MLB 12.7% MLS 9.3% NBA 3.0% Respondents: 1,455
League that will be the first to place a franchise overseas
NBA 43.9% NFL 18.8% NHL 15.5% MLS 15.4% MLB 6.4% Respondents: 1,455
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College, Reader Survey 2011
Grade the NCAA’s effectiveness in dealing with rules enforcement
A 2.9% B 15.6% C 26.6% D 26.8% F 28.1% Respondents: 1,104
Company/brand that has done the best job aligning with college sports through corporate sponsorship
Nike 18.6% Allstate 15.1% Under Armour 10.6% Capital One 10.4% Home Depot 9.6% Respondents: 1,123
March Madness or BCS?
March Madness 84.4% BCS 13.3% No opinion 2.3% Respondents: 1,098
Biggest challenge facing NCAA President Mark Emmert
Conference realignment 27.6% Commercialization of student athletes 24.5% Rules enforcement 20.6% Respondents: 1,090
Most effective conference commissioner
Larry Scott, Pac-12 30.1% Mike Slive, SEC 29.2% Jim Delany, Big Ten 23.8% John Swofford, ACC 10.7% John Marinatto, Big East 4.5% Chuck Neinas (interim), Big 12 1.8% Respondents: 1,060
Will there be some form of football playoff, or plus-one format, after the next television deal expires?
Yes 63.2% No 31.9% No opinion 4.9% Respondents: 1,095
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Labor and agents, Reader Survey 2011
Agent you’d want to negotiate your next contract
Scott Boras 35.8% Drew Rosenhaus 10.2% Arn Tellem 8.4% Tom Condon 7.4% Respondents: 1,035
Strongest player union
MLBPA 53.9% NFLPA 34.9% NBPA 6.6% NHLPA 4.7% Respondents: 990
Big winner in the NFL’s new labor deal
Owners 30/9% Players 8.4% Draw 60.7% Respondents: 1,000
You typically side with which side during labor negotiations
Ownership 36.6% Players 21.8% Neutral 36.2% No opinion 5.5% Respondents: 1,007
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Best of the rest, Reader Survey 2011
Golf tour best positioned for growth
PGA Tour 48.6% European Tour 20.3% LPGA 12.9% Champions Tour 9.3% Asian Tour 8.9% Respondents: 1,024
Most progressive tennis property
ATP 29.3% USTA 24.4% WTA 10.1% Respondents: 1,036
Biggest challenge facing professional tennis
Creating more interest outside the Grand Slams 45.5% Developing more widely known stars 37.9% Television ratings 9.7% International growth 2.0% Sponsorship sales 1.6% Respondents: 1,055
The biggest benefit of MTV’s sale of Alli Sports, the organization behind the Dew Tour, to Comcast NBC will be
More programming of the tour as it begins to be shown on Comcast-owned Versus and regional sports networks 46.0% More focus and strategic direction for the tour 20.5% Improved website and digital content for the tour 6.1% Respondents: 999
Grade the leadership of Chairman Larry Probst and CEO Scott Blackmun at the USOC
A 10.2% B 42.1% C 35.5% D 8.7% F 3.5% Respondents: 998
Biggest challenge facing professional golf
Tiger Woods not returning to winning form 41.7% Developing young stars 27.7% TV ratings 12.4% Convincing top players to enter more tournaments 11.7% Managing international growth 4.7% Respondents: 1,071
If you represented a brand, which of the following global properties would you most want to be associated with?
FIFA World Cup 52.3% Summer Olympics 36.1% Winter Olympics 11.6% Respondents: 1,080
Will have the biggest impact on the growth of the X Games brand
Creating a bid process to host international X Games 48.7% The availability of X Games content on ESPN3 and WatchESPN 34.7% Travis Pastrana’s planned move to NASCAR 16.6% Respondents: 818
In paying $4.38 billion for Olympic rights, Comcast
Overpaid 62.2% Got a fair deal 32.7% Got a bargain 5.1% Respondents: 1,061
Growth potential for action sports
Still has room for growth 56.3% Has already peaked 31.7% On the decline 7.8% Respondents: 1,068
