Sports Brand Index

February 21, 2018 - 2 minute read

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.

  1. Percentage of unprompted brand recall within a named category e.g. ‘Alcohol’ ‘Fashion’ or ‘Entertainment’
  2. How likely a person is to purchase your particular brand (purchase intent)
  3. How likely a person is to recommend your brand (net promoter score)

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

  1. Nike
  2. Adidas
  3. Manchester United
  4. Under Armour
  5. JD Sports
  6. Arsenal
  7. Sky Sports
  8. Sports Direct
  9. FIFA

 

Key Findings

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.

Total Brand Equity in the Sports Industry.png

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.

Sports Brand Equity Matrix.png

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:

Sports Brands Wordcloud.jpg

 

The Full Report

The report includes:

  • The UK's leading Sports brands for Awareness, Purchase Intent and Net Promoter Score
  • Overall Brand Strength and Total Brand Equity index
  • Industry averages and market dynamics
  • Key takeaways for the UK Sports industry

 

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.

 

View the Sports Brand Industry Report

 

 

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