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Which sports brands are winning the war for consumers' attention and admiration? Check out our latest Sports Brand Index to find out.
Please note: This is not the most recent Brand Index. If you’re right where you want to be, read on. If you’re looking for the latest data, click here for our most recent Brand Indexes.
The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the sports sector, as determined by real consumers.
What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.
Learn more about why we believe this is the best methodology for Brand Intelligence.
To determine the Sports Brand Index, we look at three things.
Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65.
Top 9 Sports Brand Leaders by unprompted brand recall, ranked by Total Brand Equity
79 different brands were named.
A brand had to have 0.9% of unprompted brand recall to be in the Top 9 brands, jumping hugely to 18.8% and 45.3% for the Top 2 brands. This is a sector dominated by heavyweights.
In the top brands mapped in the Sports Brand Index, the average brand strength score is 62.7. Under Armour has the strongest at 108.33, while FIFA’s negative NPS left it with the weakest brand strength score at 0.
Looking at the Top 9 brands, the average Total Brand Equity score is 706.67, a very high average figure, bolstered by Nike’s giant Total Brand Equity score of 4,270.00 thanks to its strong unprompted brand recall of 45.3%. The median score here is 100, showing large disparity between a few, highly recalled brands and a larger amount of those less often recalled.
The overall sports industry Net Promoter Score is a commendable 31.7%, falling to 18.92% among the top 9 brands, largely driven by the significant negative NPS of FIFA.
Here is how people described the sports brands that came top of mind during unprompted brand recall:
The Full Report
The report includes:
This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 2nd February 2018 – 4th February 2018.
Click to view report
Our in-house marketing team is always scouring the market for the next big thing. This piece has been lovingly crafted by one of our team members.
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