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Official partners keep hold on MLS fans

Although most of Major League Soccer’s partners saw a decline from the record-high awareness levels they have enjoyed the past two seasons, those official sponsors were again correctly identified as such by the league’s fans at a higher rate than the companies’ rival brands across all but one category.

Those are among the results of the seventh MLS sponsor loyalty survey, recently conducted for SportsBusiness Journal/Daily by Turnkey Sports & Entertainment.

An example of how ingrained the league’s corporate partners have become in the minds of its fans can be seen when analyzing Visa’s results: Nearly 40 percent of fans in this year’s study correctly identified the brand as the league’s official payment services company, a position it has held for eight seasons. That is more than the combined totals of MasterCard (13 percent) and American Express (10 percent).

Allstate is among the official sponsors outpacing rivals in recognition among league fans.
Photo by: GETTY IMAGES
Similar stories can be told for AT&T (33 percent versus a combined total of 25 percent for Verizon and T-Mobile) and Allstate (30 percent versus 21 percent combined for Geico and Nationwide). AT&T has been a league sponsor since 2009, while Allstate has been an MLS sponsor since 2011.

Budweiser also holds a dominant position — one quarter of the fans knew it was the league’s official beer — while Coors and Miller each net about 9 percent of fan’s responses. However, the King of Beers’ overall recognition rate was 10 percentage points lower than it was in the 2013 study.

The plunge could be an indicator that soccer fans may be quick to embrace a change in the category, because as the playoffs were beginning, Heineken announced a five-year deal, valued at more than $40 million, making it the league’s official beer beginning this year. Budweiser had been the only beer sponsor MLS had ever had, coming on board in 1996, the league’s inaugural season.

The Netherlands-based brewer now has exclusive rights to MLS content, is the presenter of MLS Rivalry Week, and will receive ad exposure during nationally broadcast matches as well as on-site, digital and point-of-sale activation. Heineken also has six team-level deals and naming rights to the Heineken Terrace at the Houston Dynamo’s BBVA Compass Stadium and Chicago Fire’s Toyota Park.

Of the 10 categories measured in the annual study, only El Jimador was topped by a non-MLS sponsor, as 16 percent of fans correctly identified El Jimador as the official tequila sponsor of MLS, which it has been for four seasons, while Jose Cuervo nabbed 18 percent of fans’ mindshare.

Among non-sponsors, Coca-Cola and Samsung both have seen improvements among avid fans in each of the past two surveys.

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 2014 survey was conducted Nov. 11-14, in advance of the MLS conference finals. The 2013 and 2012 surveys also were fielded in mid-November, leading up to or during the conference finals.
Respondents were analyzed based on their general avidity levels. Fans termed as “avid” responded “4” or “5” to the question “How big a fan are you of MLS?,” then claimed to “look up scores several times a week or more often,” “watch/listen/attend at least 10 games per season” and “have a favorite team.” Fans termed as “casual” responded “3” to the first question, then claimed to “look up scores 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 sponsors, respondents selected from a field of companies and brands provided to them. The percentages listed have been rounded. The margin of error for each survey is +/- 4.9 percent.

Major League Soccer, several MLS clubs and U.S. Soccer are among the more than 70 major league teams, league offices and sports brands that are clients of Turnkey Sports & Entertainment.

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 MLS?
  Avid Casual
  2014 2013 2012 2014 2013 2012
More likely 81% 79% 80% 52% 48% 57%
Unaffected / less likely 19% 21% 20% 48% 52% 43%

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

Are you more or less likely to consider trying a product/service if that product/service is an official sponsor of MLS?
  Avid Casual
  2014 2013 2012 2014 2013 2012
More likely 83% 79% 82% 57% 54% 59%
Unaffected / less likely 18% 22% 18% 44% 46% 41%

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 MLS?

Are you more or less likely to consider trying a product/service if that product/service is an official sponsor of MLS?
  Avid Casual
  2014 2013 2012 2014 2013 2012
More likely 82% 77% 76% 53% 49% 56%
Unaffected / less likely 18% 23% 24% 48% 52% 44%

SPONSORSHIP SIGNIFICANCE AND ASSESSMENT

Subject: How much more likely are fans to consider purchasing/using an MLS sponsor's product/service if they are aware of the relationship?
To read: 57 percent of MLS fans said they would be more likely to consider banking at the official bank of MLS if they knew which brand had that designation. The rate increased to 65 percent when considering only those MLS fans who correctly knew that Wells Fargo is MLS's official bank partner.

CATEGORY (MLS SPONSOR) AMONG ALL MLS FANS AMONG MLS FANS WHO CORRECTLY IDENTIFIED THE SPONSOR DIFFERENCE
Sports/energy drink (Gatorade)* 63% 73% +10 pct. points
Bank (Wells Fargo) 57% 65% +8 pct. points
Sports/energy drink (Red Bull)* 63% 69% +6 pct. points
Wireless service (AT&T) 60% 66% +6 pct. points
Payment services (Visa) 58% 64% +6 pct. points
Soft drink (Pepsi) 65% 67% +2 pct. points
Insurance (Allstate) 57% 59% +2 pct. points
Tequila (El Jimador) 50% 50% —
Beer (Budweiser) 59% 58% -1 pct. points
Consumer electronics (Panasonic) 60% 58% -2 pct. points
Automotive (Volkswagen) 57% 55% -2 pct. points

If a fan selected either Gatorade or Red Bull, that fan became part of the second grouping in this portion of the survey.

Subject: What brands do fans think should be MLS sponsors?
To read: 55 percent of MLS fans said they think Visa should be an MLS sponsor compared to 38 percent who think MasterCard should have an MLS deal. Those numbers became 68 percent and 30 percent, respectively, when considering only those MLS fans who correctly knew that Visa is MLS's official sponsor in the payment services category.

MLS SPONSOR/COMPETITOR RESPONSE Rates DIFFERENCE RESPONSE RATES DIFFERENCE
Anheuser-Busch/MillerCoors 39% / 19% +20 pct. points 68% / 16% +52 pct. points
Red Bull/Monster 45% / 20% +25 pct. points 56% / 18% +38 pct. points
Visa/MasterCard 55% / 38% +17 pct. points 68% / 30% +38 pct. points
Allstate/State Farm 47% / 31% +16 pct. points 66% / 29% +37 pct. points
Gatorade/Powerade 52% / 25% +27 pct. points 59% / 28% +31 pct. points
AT&T/Verizon 48% / 42% +6 pct. points 66% / 37% +29 pct. points
El Jimador/Juarez (tequila) 10% / 8% +2 pct. points 34% / 7% +27 pct. points
Pepsi/Coca-Cola 48% / 60% -12 pct. points 68% / 50% +18 pct. points
Wells Fargo/
Bank of America		 35% / 36% -1 pct. points 49% / 32% +17 pct. points
Volkswagen/Honda 20% / 26% -6 pct. points 45% / 31% +14 pct. points
Panasonic/Sony 23% / 35% -12 pct. points 47% / 35% +12 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.

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

  Avid Casual
sports/energy drink^ 2014 2013 2012 2014 2013 2012
Red Bull* 52.5% 35.8% 31.8% 35.5% 28.0% 30.2%
Gatorade* 48.5% 24.4% 29.8% 36.5% 29.5% 31.2%
Powerade 23.5% 10.9% 7.6% 17.0% 2.0% 5.0%
I’m not sure 12.0% 16.4% 14.1% 25.5% 30.5% 27.2%

Gatorade and Red Bull were the two most recognized sponsors in the 2014 survey. Longtime Gatorade spokesman Landon Donovan was featured in that brand’s advertising throughout the year, most notably leading up to the 2014 FIFA World Cup and then after announcing he was retiring from the LA Galaxy following the 2014 MLS season. As for Red Bull, it has been lead sponsor of the New York Red Bulls since 2006 and has held naming rights for Red Bull Arena since it opened in 2010 in addition to holding a league-level deal since 2008.

  Avid Casual
payment services 2014 2013 2012 2014 2013 2012
Visa* 44.0% 46.8% 44.9% 35.0% 40.0% 34.7%
MasterCard 19.5% 12.9% 10.6% 6.5% 7.5% 7.9%
American Express 8.5% 8.5% 16.2% 12.0% 7.5% 12.4%
I’m not sure 18.5% 21.4% 22.7% 39.5% 35.0% 37.1%

Visa again last year sponsored private advance ticket sales for cardholders leading up to the MLS All-Star Game. During the 2014 all-star festivities, the MLS All-Star Merchandise Truck presented by Visa also traveled the streets of Portland giving fans opportunities to buy official MLS products. Separately, in October, MLS expansion club Orlando City SC signed a deal with Fairwinds Credit Union, which launched an official Orlando City SC Visa debit card featuring the team’s logo. Visa has team deals with Houston and San Jose, as well.

  Avid Casual
wireless 2014 2013 2012 2014 2013 2012
AT&T* 38.0% 40.8% 41.9% 28.0% 34.0% 36.1%
Verizon 14.5% 18.4% 13.6% 16.0% 11.0% 10.4%
T-Mobile 12.5% 10.4% 12.6% 7.5% 5.0% 5.0%
Sprint 11.5% 5.5% 6.1% 7.5% 7.5% 8.4%
I’m not sure 16.0% 18.9% 19.2% 34.5% 36.5% 36.1%

AT&T, a league sponsor since 2009, holds title sponsorships throughout MLS, including for the All-Star Game, the Rookie of the Year Award and the fan-elected Goal of the Year Award. AT&T was also presenting sponsor of the 2014 MLS Cup playoffs. The AT&T Ultimate Fan Sweepstakes ran from Oct. 6 through Nov. 1 and encouraged fans to share their “selfie” photos on the new MLS FanFace app for a chance to win a trip to the MLS Cup final.

  Avid Casual
insurance 2014 2013 2012 2014 2013 2012
Allstate* 33.0% 36.8% 38.9% 26.0% 34.0% 30.7%
Geico 15.5% 12.4% 17.2% 11.5% 10.0% 10.9%
Nationwide 8.0% 7.5% 7.6% 7.0% 7.0% 5.0%
State Farm 12.5% 7.0% 10.6% 9.0% 4.5% 5.9%
I’m not sure 20.0% 26.4% 17.2% 38.0% 37.0% 37.6%

Allstate, a league partner since 2011, is also the official auto, home and life insurance sponsor for the U.S. Soccer Federation and the Mexican men’s national team. The eighth annual Sueño MLS 2014 – Presented by Allstate competition to find the best undiscovered soccer talent in North America was televised on Univision with the New York Red Bulls, Colorado Rapids and LA Galaxy hosting the competition in 2014.

  Avid Casual
soft drink 2014 2013 2012 2014 2013 2012
Pepsi* 27.5% 38.3% 36.4% 30.0% 40.5% 25.7%
Coca-Cola 29.5% 20.9% 19.2% 18.5% 10.5% 14.4%
Sierra Mist 7.0% 9.0% 11.6% 2.5% 8.5% 8.9%
Mountain Dew 5.5% 3.5% 5.6% 6.0% 3.5% 6.4%
I’m not sure 19.5% 15.9% 19.7% 35.0% 30.0% 38.1%

Pepsi introduced a roster of 19 international soccer players, including Seattle Sounders and U.S. national team star Clint Dempsey, as part of the company’s Live for Now global marketing campaign in 2014. The players appeared on product packaging as well as in TV and print ads. In addition, locally, Kansas City-area stores in April began selling commemorative Pepsi cans for Sporting KC’s 2013 MLS Cup championship. Meanwhile, Coca-Cola, an official FIFA sponsor, launched its largest marketing program in company history around the 2014 FIFA World Cup.

  Avid Casual
beer 2014 2013 2012 2014 2013 2012
Anheuser-Busch (Budweiser)* 24.5% 36.3% 40.9% 26.5% 34.5% 35.6%
Coors 11.0% 8.0% 6.1% 7.5% 10.0% 7.9%
Miller 11.5% 10.0% 14.1% 6.0% 8.0% 4.5%
Heineken 16.5% 7.5% 7.1% 11.5% 5.0% 7.4%
Corona 8.5% 7.5% 7.6% 5.5% 4.0% 3.5%
I’m not sure 21.0% 23.4% 21.7% 40.5% 36.0% 36.6%

Incoming MLS sponsor Heineken scored its highest recognition marks ever in the 2014 survey. The company in October signed a five-year deal with MLS to replace Budweiser as the official beer of the league starting with the 2015 season. It is Heineken’s first major sponsorship agreement with a U.S. sports league and it brings to a close a relationship between Budweiser and MLS that began in MLS’s inaugural season in 1996. Heineken also has seven team-level deals.

  Avid Casual
bank 2014 2013 2012 2014 2013 2012
Wells Fargo* 24.5% 28.9% NA 20.0% 23.0% NA
Bank of America 22.0% 20.4% NA 13.5% 14.0% NA
Citibank 11.5% 7.5% NA 8.0% 6.5% NA
HSBC 3.5% 3.5% NA 2.0% 3.0% NA
I’m not sure 25.5% 30.3% NA 51.0% 47.0% NA

In the second year of a deal that runs through 2016, Wells Fargo in 2014 sponsored the MLS Works Community MVP Contest, in which the winner received a $10,000 donation and a trip to the 2014 AT&T MLS All-Star Game. In addition, the MLS Works/Portland Timbers All-Star Community Day presented by Wells Fargo took place on Aug. 4, when MLS all-stars came together to unveil and dedicate a new futsal court at Portland’s Montavilla Park.

  Avid Casual
consumer electronics 2014 2013 2012 2014 2013 2012
Panasonic* 21.5% 28.4% 27.3% 19.0% 26.0% 20.8%
Samsung 22.0% 18.4% 17.7% 15.5% 11.0% 12.9%
Sony 9.0% 10.0% 10.1% 8.0% 9.5% 8.9%
LG 7.5% 8.0% 5.6% 7.0% 4.5% 5.9%
I’m not sure 23.5% 25.4% 27.8% 46.0% 44.5% 46.5%

League sponsor Panasonic remained the most identified sponsor in the consumer electronics category despite a decline in its overall awareness mark among all fans from 2013. The company is the scoreboard provider for five MLS stadiums.

  Avid Casual
automotive 2014 2013 2012 2014 2013 2012
Volkswagen* 19.5% 23.4% 30.3% 14.0% 24.0% 26.7%
Toyota 8.0% 16.9% 9.1% 12.0% 8.0% 10.4%
Ford 15.5% 7.5% 14.1% 7.0% 4.5% 5.4%
GM (Chevrolet) 14.0% 5.5% 6.1% 7.5% 6.5% 9.9%
I’m not sure 23.0% 26.9% 22.7% 44.5% 47.0% 39.1%

Since 2008, the year Volkswagen became a league sponsor, the company has had its name attached to the MLS Most Valuable Player award. It also was the jersey sponsor for D.C. United from 2008 through 2013. The 2014 Volkswagen Stumptown Criterium, a short circuit bike race that ran in conjunction with the AT&T MLS All-Star Game, attracted pro and amateur riders from across the country. Meanwhile, Toyota is the naming-rights holder for the MLS stadiums in Chicago and Frisco, Texas; Ford has team deals with Real Salt Lake and Seattle; and Chevrolet has a team deal with the LA Galaxy.

  Avid Casual
tequila 2014 2013 2012 2014 2013 2012
El Jimador* 18.5% 24.4% NA 12.5% 23.0% NA
Jose Cuervo 19.5% 18.4% NA 16.0% 12.0% NA
Patrón 10.0% 9.5% NA 9.5% 10.5% NA
I’m not sure 28.5% 29.4% NA 53.0% 46.5% NA

El Jimador has been a league sponsor since 2011 and also sponsors the U.S. national team and the annual U.S. tour of the Mexican men’s national team. In 2014, it rolled out a campaign called “Take Home the Spirit” as part of its soccer program. The campaign included in-store promotions, social media contests and limited-edition soccer bottles. The tequila brand also helped support the Portland Timbers and the team’s “mocktail competition” to name an official non-alcoholic drink cocktail. El Jimador has 10 MLS team-specific cocktails/shots.

* Official MLS sponsors at the time of the survey (November 2014).
^ Respondents were allowed to choose multiple responses in the 2014 survey but only one brand in the 2013 and 2012 studies.
NA: Not applicable; fans were not asked about their awareness of sponsors in this category in the 2012 survey.


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