Sports Brand Index 2018 Q2

May 16, 2018 - 3 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. Puma
  4. Under Armour
  5. JD Sports
  6. Reebok
  7. Sky
  8. Sports Direct
  9. Kappa
  10. FIFA

 

Key Findings

98 different brands were named.

A brand had to have 1% of unprompted brand recall to be in the Top 10 brands, with two brands dominating the market, Nike and Adidas with 41.9% and 19.1% recall respectively.

TBESports

In the top brands mapped in the Sports Brand Index, the average brand strength score is 56.57. Under Armour has the strongest for the second quarter running, with 93.33, though this is down slightly from last quarter where their brand strength was measured at 108.33. Also for the second quarter in a row, FIFA has the lowest brand strength score, dropping significantly from 0 to -54.55 in the run up to the upcoming FIFA World Cup.

SportsBrandMatrix

Looking at the Top 9 brands, the average Total Brand Equity score is 602, down from an average of 706.67 in the first months of 2018.

The overall sports industry Net Promoter Score is up to 32.8% from 31.7%, while the average NPS for the top 10 brands in our leaderboard fell from 18.92% to 13.24%. Showing that the top brands in the industry are bucking an industry-wide trend for improved likeability.

Here is how people described the sports brands that came top of mind during unprompted brand recall:

SportsWordcloud

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 24th April 2018 - 25th April 2018.  

View the report

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