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Hyundai drives to the top among NFL sponsors

One of the NFL’s newest corporate sponsors has already captured the mindset of league fans in its particular business category, according to the results of this year’s NFL sponsor loyalty survey, conducted for SportsBusiness Journal by Turnkey Sports & Entertainment.

Hyundai sponsored the fan fest that  marked the start of the season.
Photo by: GETTY IMAGES
Hyundai, which debuted as a league partner last summer, was correctly identified as the NFL’s automobile sponsor by a majority of respondents selecting companies in this year’s survey. The results come after the NFL and the company in June announced a four-year deal that gave Hyundai rights in a category that had been held by General Motors since 2001.

By reaching that top spot in its category, Hyundai joins a slate of NFL sponsors that dominate fan mindset in their respective categories. That’s something that’s true not only this year but also across much of the past decade.

This year marks the 10th annual NFL sponsor loyalty survey, so on this occasion, we’ve crunched the numbers back to the inaugural effort in 2007 — 91 individual brands, 13 sponsor categories, more than 1,500 data points — to see what trend lines were evident across the past 10 years.

The “D-Gate” ads touted the Tucson while also highlighting the passion of fans.
In the case of Hyundai, it crashed a field that General Motors had owned (with official league rights) but one that also saw attention being given by fans to Ford and to Toyota through the years, in part through those companies’ ad spending.

Hyundai set out to capture NFL fans’ attention almost immediately last fall. The Kickoff to 50 presented by Hyundai was a fan festival held Sept. 9-10 in both New England, home of the Super Bowl XLIX champions, and the San Francisco Bay Area, host of Super Bowl 50. Hyundai also launched at the

start of the season a 30-second ad titled “D-Gate” that promoted the Tucson and played on the passion of football fans. Another spot, titled “Field Goal” that promoted the Sonata, debuted two weeks later. Both ads continued through the season.

Among other league categories and their activation efforts, for the past year and through the last decade:

Has Pepsi, a league partner since 2002, found the secret formula, mixing music and sports? In this year’s survey, 39 percent of all fans polled correctly identified the brand’s status as the league’s official soda, the brand’s best ever rate in the survey. The brand in 2012 merged music and sports to create the Pepsi NFL Anthems program, where artists produced original songs inspired by their favorite NFL teams. Pepsi followed that with sponsorship of the Super Bowl halftime show, a multiyear deal that continued through this year’s game.

If Coors had retained its league rights in the beer category beyond 2010, could the Silver Bullet have dethroned the King of Beers in fans’ minds? When Coors signed on in March 2002 as the NFL’s beer category sponsor, Miller Brewing Co. had been on board with the league since 1984, and Anheuser-Busch had joined Miller as a partner in the category starting with the 1988 season. But by the time of our January 2010 study, 26 percent of the fans who were polled correctly identified Coors Light as the official beer of the NFL. A-B regained the category rights for the 2011 season, though, and it reclaimed its control in the category among fans being able to identify the league’s beer sponsor. A-B last year extended its current deal for another six years.

Papa John’s became a league partner in 2010, but 2011 brought the addition of Peyton Manning as a spokesman, and ubiquitous TV ads followed. The company is now the most recognized NFL sponsor in the survey, with 53 percent of the league’s fans correctly identifying it as the NFL’s pizza category sponsor — surpassing even Gatorade (51 percent).

Methodology

For this project, Turnkey Sports & Entertainment, through its Turnkey Intelligence operation, conducted national consumer research surveys among a sample of more than 400 members of the Toluna online panel who were at least 18 years old.

The 2016 survey was conducted Jan. 26-Feb. 2, a period that followed the AFC and NFC championship games. The 2015 and 2014 surveys were conducted Jan. 14-20 and Jan. 16-20 of those years, respectively.

Respondents were screened and analyzed based on their general avidity levels. Fans categorized as “avid” were those who responded “4” or “5” to the question “How big a fan are you of the NFL?,” claimed to “look up news, scores and standings several times a week or more often,” “watch/listen/attend at least 10 games per season” and “have a favorite team.” Fans categorized as “casual” responded “3” to the same initial question, then claimed to “look up news, scores and standings several times a month or more often,” “watch/listen/attend at least 3 games per season” and “have a favorite team.”

When asked to identify official sponsors, respondents selected from a field of companies and brands that was provided to them for each business sector. Only the top-scoring companies and brands are listed in the results published here. The percentage responses listed have been rounded. The margin of error for each survey is +/- 4.9 percentage points.

Turnkey Intelligence performs research for more than 70 North American major league teams, league offices and brands. The NFL and several of its teams are among the company’s clients.


IMPACT ON SAMPLING AND SUPPORT

Are you more or less likely to consider trying a product/service if that product/service is an official sponsor of the NFL?

  Avid Casual
  2016 2015 2014 2016 2015 2014
More likely 59% 47% 38% 56% 27% 18%
Unaffected / less likely 41% 53% 63% 44% 74% 82%

Are you more or less likely to consciously support a company by purchasing its products/services if the company is an official sponsor of the NFL?

  Avid Casual
  2016 2015 2014 2016 2015 2014
More likely 59% 49% 37% 55% 29% 19%
Unaffected / less likely 41% 51% 64% 45% 71% 81%

Are you more or less likely to recommend a product/service to a friend or family member if that product/service is an official sponsor of the NFL?

  Avid Casual
  2016 2015 2014 2016 2015 2014
More likely 57% 45% 33% 51% 28% 15%
Unaffected / less likely 43% 55% 67% 49% 72% 85%

 

SPONSORSHIP SIGNIFICANCE AND ASSESSMENT

Subject: How much more likely are fans to consider purchasing/using an NFL sponsor's product/service if they are aware of the relationship?
To read: 49 percent of NFL fans said they would be more likely to consider using a hotel that is the league's official hotel sponsor if they knew which brand had that designation. The rate increased to 70 percent when considering only those fans who correctly knew that Marriott is the NFL's official hotel.

CATEGORY (NFL SPONSOR) AMONG ALL NFL FANS AMONG NFL FANS WHO CORRECTLY IDENTIFIED THE SPONSOR DIFFERENCE
Hotel (Marriott) 49% 70% +21 pct. points
Automotive (Hyundai) 49% 69% +20 pct. points
Quick-service restaurant (McDonald's) 53% 70% +17 pct. points
Shipping services (FedEx) 50% 63% +13 pct. points
Credit card (Visa) 49% 60% +11 pct. points
Soft drink (Pepsi) 55% 60% +5 pct. points
Sports/energy drink (Gatorade) 54% 58% +4 pct. points
Wireless service provider (Verizon) 50% 53% +3 pct. points
Pizza (Papa John's) 55% 53% -2 pct. points
Beer (Anheuser-Busch) 52% 44% -8 pct. points

Subject: What brands do fans think should be NFL sponsors?
To read: 45 percent of NFL fans said they think McDonald's should be an NFL sponsor, compared to 37 percent who think Subway should have a league deal. Those numbers became 69 percent and 29 percent, respectively, when considering only those NFL fans who correctly knew that McDonald's is the league's official quick-service restaurant.

  AMONG ALL NFL FANS AMONG NFL FANS WHO CORRECTLY IDENTIFIED THE SPONSOR
NFL SPONSOR/COMPETITOR RESPONSE RATES DIFFERENCE RESPONSE RATES DIFFERENCE
Gatorade/Powerade 48% / 16% +32 pct. points 65% / 16% +49 pct. points
Anheuser-Busch/MillerCoors 40% / 19% +21 pct. points 65% / 16% +49 pct. points
McDonald's/Subway 45% / 37% +8 pct. points 69% / 29% +40 pct. points
Visa/MasterCard 47% / 30% +17 pct. points 66% / 27% +39 pct. points
Marriott/Hilton 29% / 28% +1 pct. points 57% / 20% +37 pct. points
FedEx/UPS 42% / 31% +11 pct. points 56% / 24% +32 pct. points
Papa John's/Domino's 39% / 22% +17 pct. points 52% / 21% +31 pct. points
Verizon/AT&T 40% / 37% +3 pct. points 57% / 32% +25 pct. points
Hyundai/Toyota 17% / 31% -14 pct. points 45% / 34% +11 pct. points
Pepsi/Coca-Cola 45% / 55%  -10 pct. points 63% / 54% +9 pct. points

Notes: Fans could select both the official sponsor and the competitor if they chose to do so. The one specific competing company listed was selected by Turnkey for consideration in the survey file.


10-YEAR Leaderboard: Who's being recognized?

 

Which of the following is an official sponsor of the NFL?

The percentages below show how many of the survey respondents correctly identified the company that is the official NFL sponsor in a particular category, and how many incorrectly thought another company had those sponsorship rights instead.

  Avid Casual
PIZZA
  2016 2015 2014 2016 2015 2014
Papa John's* 64.7% 53.5% 56.5% 40.2% 41.5% 39.3%
Pizza Hut 11.9% 12.5% 7.5% 11.1% 9.0% 10.0%
Domino's 7.0% 7.5% 9.0% 13.6% 12.0% 8.0%
I'm not sure 8.5% 18.0% 24.0% 16.6% 32.5% 38.3%
Papa John's surpassed Gatorade for the first time in our survey as the most recognized brand among all NFL fans. NFL Defensive Player of the Year J.J. Watt joined Super Bowl 50 winning quarterback and Papa John's franchisee owner Peyton Manning as a company spokesman last season.
  Avid Casual
SPORTS/ENERGY DRINK
  2016 2015 2014 2016 2015 2014
Gatorade* 58.7% 51.0% 56.0% 43.7% 47.5% 50.7%
Powerade 5.5% 3.5% 3.5% 11.1% 5.0% 4.5%
Red Bull 5.0% 6.5% 6.0% 10.1% 6.5% 4.0%
I'm not sure 23.9% 31.0% 31.0% 22.1% 36.0% 34.8%
The NFL this year shifted Super Bowl Media Day from its customary Tuesday slot to a prime-time Monday night position, branding it as Super Bowl Opening Night Fueled by Gatorade. In addition, Snapchat's animated filter sponsored by Gatorade that debuted on Super Bowl Sunday has been viewed more than 100 million times.
  Avid Casual
BEER
  2016 2015 2014 2016 2015 2014
Anheuser-Busch* 46.8% 40.0% 40.5% 36.2% 43.5% 39.8%
Coors 11.4% 11.5% 16.5% 18.1% 8.0% 10.0%
Miller 14.4% 10.5% 9.0% 7.5% 8.0% 6.0%
I'm not sure 17.9% 27.0% 27.5% 16.6% 30.0% 38.8%
A-B InBev and the NFL in November agreed to a six-year extension of their sponsorship deal, one that began in 2002. The deal gave A-B new worldwide rights and provides for greater leeway in the use of player imagery and game footage in traditional and digital media. Bud Light also, throughout the 2015 season, rolled out team-specific cans as well as designs that highlighted previous Super Bowl winners.
  Avid Casual
SOFT DRINK
  2016 2015 2014 2016 2015 2014
Pepsi* 41.8% 38.5% 35.5% 35.7% 28.5% 38.3%
Coca-Cola 25.4% 24.0% 26.5% 19.6% 23.5% 20.9%
I’m not sure 20.9% 27.5% 32.5% 22.1% 36.0% 33.3%
Pepsi scored its highest recognition marks ever in our survey among NFL fans. Its activations include sponsorship of the Super Bowl halftime show and the league’s rookie of the year award.
  Avid Casual
AUTOMOBILE
  2016 2015 2014 2016 2015 2014
Hyundai* 18.4% NA NA 13.6% NA NA
Ford 18.9% 17.0% 22.5% 12.6% 13.0% 19.9%
Chevrolet^ 18.4% 16.5% 19.5% 10.1% 20.0% 17.9%
Toyota 7.5% 12.0% 8.0% 9.5% 9.0% 3.5%
I’m not sure 27.4% 40.5% 41.5% 32.7% 47.5% 52.2%
The 2015 season marked Hyundai’s first as the NFL’s official automobile sponsor, succeeding General Motors (2001-14 rights holder). The automaker’s “First Date” Super Bowl commercial helped Hyundai become the first auto brand to win USA Today’s Ad Meter in 28 years.
  Avid Casual
WIRELESS
  2016 2015 2014 2016 2015 2014
Verizon* 29.9% 29.5% 27.5% 24.1% 25.5% 20.9%
AT&T 20.4% 21.5% 10.5% 18.1% 14.5% 14.9%
Sprint 5.0% 4.0% 10.5% 8.5% 6.0% 7.0%
I’m not sure 31.8% 39.0% 43.5% 27.6% 46.5% 52.2%
In Verizon’s #Minute50 text-to-win contest, contestants could win Super Bowl prizes that included tickets, discounts off their Verizon bills and free data. Verizon was presenting sponsor of the Super Bowl City fan fest.
  Avid Casual
QUICK-SERVICE RESTAURANT
  2016 2015 2014 2016 2015 2014
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%
McDonald’s showcased NFL hall of famers Mike Ditka and Jerry Rice in promotional ads for its Game Time Gold sweepstakes. The contest featured NFL team helmets and a 10-digit code attached to select McDonald’s menu items.
  Avid Casual
SHIPPING SERVICES
  2016 2015 2014 2016 2015 2014
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%
FedEx saw an increase in its recognition scores among NFL fans for a second consecutive year. The company again sponsored the NFL’s FedEx Air & Ground awards and, locally, was a sponsor of the New York Giants’ Super Bowl XXV 25th anniversary microsite.
  Avid Casual
CREDIT CARD
  2016 2015 2014 2016 2015 2014
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%
Visa’s downtown San Francisco headquarters was lit up with digital projections nightly leading up to the Super Bowl in nearby Santa Clara, Calif. The company was presenting sponsor of the NFL Shop at the Super Bowl, and at the NFL Experience merchandise store, the company pushed Samsung Pay with $5 coupons to get customers to try the demo.
  Avid Casual
HOTEL
  2016 2015 2014 2016 2015 2014
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%
Marriott’s Super Bowl Suite Stadium Contest awarded 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. Also, the brand’s 50 to 50 sweepstakes drew 250,000 entries for a chance to take 50 friends and family to Super Bowl 50 and watch from a luxury suite.

* Official NFL sponsor
^ The Chevrolet brand specifically was asked about in 2016; the 2015 and 2014 responses listed reflect polling on parent company General Motors.
NA: Not available; Hyundai was not asked about in this category prior to the most recent survey.


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