NFL sponsors getting less value for money – study 13/04/2010 |
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National Football League (NFL) sponsors are getting less value for money than brands associated with two other major North American sports, according to new research.
FanLab’s study reveals that the NFL lags behind Major League Baseball (MLB) and the National Association for Stock Car Auto Racing (NASCAR) in terms of fan association with sponsors.
The research indicated that NFL fans could only name 1.6 brands or categories associated with the sport – almost a third less than NASCAR’s 4.3 and lower than MLB’s figure of 2.1.
Only 60 per cent of the sample could name at least one brand or category, with casual fans able to name one brand and non-fans 0.6. MLB came second in the studies, with casual fans naming 1.3 and non-fans 0.5, whereas NASCAR's casual fans recalled 2.4 and non-fans 1.0.
NFL fans also mentioned the lowest numbers of unique brands, with its figure of 139 substantially lower than NASCAR (256) and MLB (273).
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