2015 top sports brands in canada
DESCRIPTION
2015 Top Sports Brands in CanadaTRANSCRIPT
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In May 2014, Insightrix Research conducted a study with 2,676 sports fans throughout Canada in order
to determine which professional sports teams in the country had the strongest brand perception.
The survey was conducted again this year, with several enhancements explained in the following slide.
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TOP SPORTS BRANDS
IN CANADA 2015
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2015 TOP SPORTS BRANDS IN CANADA
SPONSOR Brands
Sponsor brands were also
tested to determine fans
affinity to each brand, based
on their location and team
preference.
CROSS-LEAGUE Analysis PREDICTIVE Analysis
A predictive element
where fans tried to guess
the outcome of the survey
was implemented to add
more strength to the data.
The professional sports
teams were evaluated across
the leagues as opposed to
just within their leagues.
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2015 TOP SPORTS BRANDS IN CANADA
TEAMS BRAND EQUITY
To determine which professional sports
teams from the top professional leagues
(CFL, MLB, MLS NBA, and NHL) have the
strongest brand equity among fans across
all of Canada.
SPONSORS & SPORTS
BRANDS
To examine the relationship between a
specific Canadian professional sports
team and the sponsor brands.
REGIONAL ANALYSIS
To determine differences and similarities
by region and city.
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The main objectives of this study are:
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METHODOLOGY OVERVIEW
ONLINE SURVEY
Online survey conducted in the nine
Canadian cities hosting professional sports teams
(Calgary, Edmonton, Hamilton, Montreal, Ottawa,
Regina, Toronto, Vancouver, and Winnipeg).
SAMPLE SIZE A total of 2,700 national sports
fans were consulted. Three hundred surveys
completed in each city.
REPRESENTATIVE
Population weights applied
relative to each city/region as per Census
Data.
Weights used: Calgary 7%, Edmonton 7%,
Hamilton 4%, Montreal 22%, Ottawa 7%,
Regina 3%, Toronto 32%, Metro Vancouver
14%, Winnipeg 4%.
PROFILE OF RESPONDENTS
Participants are qualified fans of any of the professional
sports leagues. No quotas were set for the leagues as the
proportion of fans for each sports league fell naturally.
OVERVIEW
A Sports Fan is defined as someone who has done at
least one of the following in the past 12 months:
Attended a game
Purchased merchandise for personal use
Watched at least half of a live game on TV or web
stream
The study included
21 sports teams
21 sponsor brands
The study was fielded April 21st, 2015 to May 6th, 2015.
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MODEL OVERVIEW
Sports fans were asked questions regarding their perceptions and outcome predictions on specific attributes relating to all Canadian professional sports teams (21) from
the major five leagues (CFL, MLB, MLS, NBA, and NHL).
PERCEPTION ON HAVING THE
BEST STADIUM/ARENA
ATMOSPHERE
PERCEPTION OF HAVING
MOST LOYAL FANS TOP OF MIND
RESPECT FOR TEAM
DIRECT COMPARISONS WERE MADE ACROSS ALL TEAMS FROM ALL LEAGUES.
Model includes:
Each of the attributes above is weighted according to our model design and
results are calculated into a SPORTS BRAND EQUITY INDEX.
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PERCEPTION OF
POPULARITY
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SPONSOR BRANDS
This year, consumer brands sponsoring professional sports teams were also examined.
Besides collecting perceptions about the professional teams, sports fans were also asked questions regarding
their perceptions of the major consumer brands (21) sponsoring professional teams.
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SPONSOR BRANDS
The following brands were included in the study:
Brands
Boston Pizza
Old Dutch
Tim Hortons
J.P. Wisers
Miller
Budweiser
Nike
Adidas
Sport Chek
Canadian Tire
Kia
Dodge
Ford
Nissan
Honda
TD Canada Trust
Scotiabank
BMO (Bank of Montreal)
Rogers
Telus
Bell
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SPONSOR BRANDS METHODOLOGY OVERVIEW
Sports fans were asked questions regarding their perceptions on specific attributes relating to brands that might be sponsoring some of the professional sports teams
in Canada.
BRAND ASSOCIATION WITH
TEAMS
LIKEABILITY
TOP OF MIND
BRAND LOYALTY
SPONSOR BRANDS WERE ALSO TESTED
Model includes:
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REPUTATION
VALUE IN RELATION TO
PRICE
Respondents were given two minutes to answer an
association question, where they were given a team
name and were asked to match the sponsor.
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SURVEY OUTLINE
Ratings on teams based on personal opinion
Five key attributes tested with direct
comparisons across leagues
PERCEPTION OF TEAMS
Brand linkage to the teams
Five key attributes tested
SPONSOR BRAND AFFINITY
Only fans from the 5 major
leagues were qualified for the
survey
SCREENER
Ratings on teams based on
expected (predictive)
outcomes
Five key attributes tested with
direct comparisons across
leagues
PREDICTIVE VIEW OF TEAMS
DEMOGRAPHICS
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Besides the basic demographics, fans
were classified as: casual, average, or
die-hard fans.
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Summary of Findings:
Top 10 Sports Teams
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TEAMS EQUITY INDEX RANKING
Rankings are based on an index calculated using Insightrixs Sports Brands Equity Index which applies
weights to the metrics tested based on their overall impact on a teams brand strength.
Montreal
Canadiens Toronto Maple
Leafs
Saskatchewan
Roughriders
Toronto Blue
Jays
Toronto
Raptors Winnipeg
Jets
Vancouver
Canucks
Calgary
Flames
Ottawa
Senators Montreal
Alouettes
TOP 10 RANKING
Rank 10 9 8 7 6 5 4 3 2 1
Team
Montreal Alouettes Ottawa Senators
Calgary Flames
Vancouver Canucks
Winnipeg Jets
Toronto Raptors Toronto Blue Jays Saskatchewan
Roughriders
Toronto Maple Leafs Montreal Canadiens
Lower Higher
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TOP OF MIND TEAM RECALL
Regardless of the team/teams you follow, which teams do you
think will pop first into the minds of sports fans across all
Canada?
23.20%
18.69%
9.42%
7.22%
5.17% 4.95% 4.91% 4.87%
3.09% 2.80%
31.64%
26.53%
9.69%
6.53%
4.47% 4.22% 2.68% 2.28% 1.88% 1.64%
Personal View Predictive
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Thinking of all the five major sports leagues in Canada,
regardless of the one you follow the most, what are the first 3
Canadian teams that pop into your mind?
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PERCEPTION OF POPULARITY
Personal View Predictive
34.36%
23.36%
10.60%
6.74% 5.32% 4.62%
3.06% 1.74% 1.67% 1.13%
34.31%
21.69%
9.38%
6.76% 5.81%
3.31% 3.28% 2.25% 1.89% 1.75%
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Which of the following teams do you think will be viewed by
Canadian sports fans as the most popular?
Which of the following Canadian teams do you believe are the
three most popular across the country? Rank the top three from
most to least.
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MOST LOYAL FANS
Personal View Predictive
27.78%
22.78%
12.45%
5.31% 4.76% 4.60% 4.46% 3.49%
2.67% 2.24%
28.61%
22.59%
13.88%
4.66% 4.54% 4.11% 3.36% 3.01% 2.34% 1.97%
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Which of the following teams do you think will be selected by
Canadian sports fans as having the most loyal fans?
Which of the following Canadian teams do you think have the
most loyal fans? Rank the top three from most to least.
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STADIUM/ARENA ATMOSPHERE
Personal View Predictive
27.71%
10.22% 9.29%
7.59% 7.13% 7.03% 5.74%
4.12% 2.55% 2.32%
29.34%
11.04%
8.79% 8.46% 7.07%
6.11% 4.50%
3.74% 3.02% 2.56%
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Which of the following teams do think will be selected by
Canadian sports fans as having the best stadium/arena
atmosphere?
Which of the following Canadian teams do you think have the
best stadium/arena atmosphere? Rank the top three from most to
least.
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RESPECT
Personal View
Rank Team Average
1 Montreal Canadiens 7.69
2 Toronto Blue Jays 7.21
3 Winnipeg Jets 7.04
4 Calgary Flames 6.93
5 Saskatchewan Roughriders 6.88
6 Toronto Raptors 6.85
7 Vancouver Canucks 6.82
8 Ottawa Senators 6.78
9 Montreal Alouettes 6.71
10 Calgary Stampeders 6.64
Predictive
37.04%
9.47%
7.38%
6.49%
5.83%
4.84%
4.82%
4.57%
4.12%
2.07%
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Which of the following teams do you think will be rated highest by
Canadian sports fans in regards to respect?
Regardless of which teams you like or dislike, please rate the following
Canadian teams based on how much you respect them overall. Average
ratings based on a 10 point scale.
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Summary of Findings:
Top 10 Sponsor Brands
This year, consumer brands sponsoring professional sports teams were also examined.
In addition to collecting perceptions about the professional teams, sports fans were also asked questions
regarding their perceptions of the major consumer brands (21) sponsoring professional teams.
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BRANDS OVERALL RANKING
Which of the following are the top 3 brands you personally feel most loyal to?
Montreal
Canadiens Toronto Maple
Leafs
Saskatchewan
Roughriders
Toronto Blue
Jays
Toronto
Raptors Winnipeg
Jets
Vancouver
Canucks
Calgary
Flames
Ottawa
Senators Montreal
Alouettes
TOP 10 RANKING
Rank 10 9 8 7 6 5 4 3 2 1
Brand
Rogers
Adidas
Bell
Scotiabank
BMO
(Bank of Montreal)
Honda Nike TD Canada Trust Canadian Tire Tim Hortons
Lower Higher
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BRAND LOYALTY
Which of the following are the top 3 brands you personally feel most loyal to?
19.91%
10.80%
9.01%
7.62%
6.55% 5.63%
4.96% 4.90% 4.53% 3.94%
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BRAND REPUTATION
Which of the following are the top 3 brands you view as having the best reputation
overall in Canada?
30.75%
14.12%
10.34%
5.75% 4.49% 4.42% 4.37% 4.29%
2.85% 2.73%
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VALUE FOR PRICE
Which of the following are the top 3 brands that provide the best value for the price
of their products or services?
32.68%
17.59%
5.82% 5.37%
2.99% 2.99% 2.96% 2.95% 2.81% 2.79%
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BRAND LIKEABILITY
Please rate the following brands according to how much you like or dislike them.
Average ratings based on a 10-point scale.
Rank Brand Average
1 Tim Hortons 7.70
2 Canadian Tire 7.32
3 Nike 6.94
4 Honda 6.85
5 Adidas 6.82
6 TD Canada Trust 6.69
7 Sport Chek 6.53
8 Old Dutch 6.53
9 Boston Pizza 6.37
10 Nissan 6.27
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CUSTOMIZED PACKAGES
NATIONAL CUSTOMIZED RESULTS: $3,750.00
ADDITIONAL ANALYSIS: Charged at actual Additional analysis, including sponsor brands correlation to specific teams can be
discussed.
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Includes a PowerPoint deck with the full national ranking list of sports teams and sponsor
brands for each of the attributes, as well as all demographic information. It also includes
one cross tab of all results by city, region, or team.
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GET IN TOUCH
To set up a conference call for a more detailed explanation of our methodology and deliverables, please contact:
Mario Caceres
Senior Research Executive
Insightrix Research Inc.
T: 306.657.5640 x 258 | C: 306.281.4434
insightrix.com/mario
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ABOUT INSIGHTRIX RESEARCH INC.
Insightrix Research Inc. (www.insightrix.com), established in June 2001, provides consulting services in study design, questionnaire development, data collection
including online, telephone, mail/fax, and mobile/texting capabilities), qualitative services (such as in-depth interviews, in-person and online focus groups, and online
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ABOUT INSIGHTRIX RESEARCH INC.
In Saskatchewan, Insightrix employs more than 100 staff: 35 full-time professional staff and over 75 market research interviewers. Insightrix recruits the most talented
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(June 8 10, 2014)
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as well as the new
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MRIA GOLD SEAL CORPORATE
MEMBER
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Guard Dog & Chief Morale
Officer
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