Sports Brand Index 2018 Q4

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:

• Percentage of unprompted brand recall within a named category e.g. ‘Technology’ ‘Fashion’ or ‘Entertainment’
• How likely a person is to purchase your particular brand (purchase intent)
• 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.

Once again, Nike and Adidas remain cemented in first and second positions, though their dominance has waned slightly. Both brands encountered dips in almost all metrics, the only upwards trend is Adidas’s slightly lifted Purchase Intent score. While Nike holds the greatest share of mind – an untouchable 37.7% Unprompted Brand Recall – Adidas wins as the nation’s most recommended sports brand (37.7) and the sports brand producing the greatest likelihood to buy in consumers (52%)

Under Armour also remain steady in bronze position, though their metrics also took a downturn, meaning their Total Brand Equity score has dropped from 160 to 140.

Sky Sports has experienced a sizeable dip in position, dropping from 4th position with a Total Brand Equity of 140, to 9th position and just breaking even with their Total Brand Equity score.

At the bottom end of the top 10 table, FIFA remain in last position. All metrics have dropped this quarter, meaning their Total Brand Equity score drops from -10 to -20, and remains the only negative score on the leaderboard.

This quarter, Manchester United F.C. tables in 8th place. A newcomer to the leaderboard, the popular football club pushes the NFL out of the top table. With 1% recall, a middling Purchase Intent score of 30% and a surprising NPS of 0, the club with the most trophies of all English teams ends up with a Total Brand Equity of 30.

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

The 2018 Sports Industry Brands Report

The full 2018 report includes:

• The UK’s leading Sports brands for Awareness, Purchase Intent and Net Promoter Score from the start of the year, so you can compare where shifts have occurred over time
• Industry-wide averages and market dynamics
• Key takeaways for the UK Sports industry

Click to view report