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Reader Survey

Reader Survey: Sponsors

How sports sponsorship spending will change over the next five years:

Increase dramatically 21%
Increase slightly 61%
Not much change 14%
Decrease slightly 4%
Decrease substantially 1%

Responses: 723

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Corporate sponsors you would most want aligned with your property:

Nike 39%
Apple 24%
Anheuser-Busch 21%
Coca-Cola 21%

Responses: 711
Note: Respondents could make three selections.


In 2005, Anheuser-Busch received the top spot in year one of the survey (20%), but readers also love the swoosh, giving Nike the most votes in every survey since then.

League that will be the first to allow ads on its game jerseys:

NBA 74%
NHL 18%
NFL 5%
MLB 3%

Responses: 729

Sports property that provides the best value when it comes to sponsorship rights:

NFL 18%
MLB 15%
NHL 13%
MLS 12%
NBA 10%

Responses: 709

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Properties a corporate sponsor would most want to identify with:

NFL 63%
MLB 39%
NBA 39%
NCAA 28%
PGA Tour 20%
NHL 18%
MLS 17%
USOC 17%
NASCAR 13%

Responses: 722
Note: Respondents could make three selections.

Optimal format for jersey sponsorships in the big four leagues:

Allow as many as the individual teams can sell 9%
Allow one per individual team 55%
Allow one league-level deal 9%
Do not allow such sponsorships 26%

Responses: 720

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Sporting events that are the best to reach fans:

Super Bowl 65%
NCAA men’s basketball tournament 49%
World Cup 38%
Summer Olympics 33%
College Football Playoff 26%

Responses: 727
Note: Respondents could make three selections.


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