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The TTBI is for team & league executives, sponsors, broadcasters, licensees, vendors, media or anyone seeking to better understand the 122 team brands, their strengths and weaknesses, and the brand attributes that they embody. The study also tracks sponsorship metrics in 47 markets.
The Sponsor Loyalty Index (SLI) measures fan perceptions of the co-branding and transferred value that goes on between teams and their sponsors. Local fans rated teams on factors including leadership, quality, consideration, preference, opinion enhancement, etc. The SLI is the playbook for getting more ROI out of each sponsorship.
The Most Admired Sponsors and Preferred Sponsors sections show consumer picks for the most admired national sponsors (42) and regional sponsors (10) in each of the 47 markets. The study also includes fan preferences in each of the 47 markets for 42 sponsors in 9 key categories: Athletic Apparel, Automobile, Credit Card, Soft Drink, Beer, Home Improvement, Express Delivery, Quick Service Restaurants and Wireless.
New for 2008 is the Value Quadrant, which plots team brands based on cost versus perceived value. Below is the overall 2008 Value Quadrant for all 122 teams (with more specific Value Quads in each market chapter).
The 2008 study also dissects fan opinions on Most Admired League, Favorite Sport (as a participant and as a fan) and Out-of-Market Following for each team in each of the 47 markets.
As in 2007, the 2008 results derive from a scientific survey of 12,000 sports fans in 47 U.S. and Canadian markets. TTBI measures and maps a team’s brand in its own home town - NOT across North America - by surveying the fans that know the teams best, i.e., fans in Atlanta rated the Atlanta teams and fans in Baltimore rated the Baltimore teams, etc.
Turnkey Intelligence is a leading provider of market research to sponsors and properties in sports and entertainment. Turnkey Intel produces the Turnkey Sports Poll and the Turnkey Sports Confidence Index.
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