Published on September 25, 2019  

The Final Part of a Three-Part Series Based on a Joint Research Study Between Tigris Sponsorship & Marketing and the Samford University Center for Sports Analytics

Those screaming NFL fans wearing their favorite player’s jersey are not just loyal to their team; our recent study says they are also loyal to the brands supporting the NFL and/or NFL teams.  This is good news for those sponsors that invest heavily in the nation’s most popular sport, and presumably reassuring for the executives signing the checks.  According to our research:

  • More than half of respondents (54%) have a more favorable opinion about an NFL partner (and/or an NFL team partner) because of the sponsorship.
    • This loyalty is even higher among people 18-55 (61%) than it is for those over age 56 (39%).
    • This higher loyalty holds true for all those under age 56, including Gen Z (ages 18-24), Gen Y/Millennials (ages 25-39) and Gen X (ages 40-55).

The 18-55 demographic is often coveted by marketers, and a 61% favorability rating among this group is impressive.  Beyond simply holding a favorable opinion, however, fans are acting on this goodwill and considering doing business with these NFL partners.

  • 56% of respondents are more likely to consider purchasing products/services from an NFL sponsor because of the sponsorship.
    • Again, this number is higher for those who are 18-55 (63%) than it is for those over 56 years old (42%).
    • This higher loyalty holds true for all those under age 56, including Gen Z (ages 18-24), Gen Y/Millennials (ages 25-39) and Gen X (ages 40-55).

For brands looking to capitalize on this loyalty, the team’s (or individual player’s) presence in the community is an important factor.

  • 75% of respondents have a more favorable opinion of companies that sponsor a player or team involved with youth programs or charitable foundations.

Not surprisingly, the reverse is also true.  NFL fans don’t want to support brands associated with controversy and player/team scandals. 

  • 64% have a less favorable opinion of companies that sponsor a player or team involved with sex trafficking/prostitution.
  • 62% have a less favorable opinion of brands sponsoring teams/players with doping/drug use and domestic violence/abuse.
  • 61% have a less favorable opinion of brands sponsoring teams/players with either bribery charges or accusations of sexual harassment in the workplace.

The bottom line: NFL fans are paying attention to sponsors, and this can be both beneficial and harmful to brands.  To avoid alienating their target audience, it’s increasingly important for brands to make strategic sponsorship decisions that align well with the brand from a values perspective.

Tigris Sponsorship & Marketing, along with the Samford University Center for Sports Analytics, conducted this national survey with a panel of self-reported NFL fans.  There were 1,001 responses, with a +/-3% margin of error.  This is the final installment in a three-part series on this research.