Sports

Green Bay Packers Have Strongest Team Brand Loyalty

by Jon Azpiri | December 1, 2008 at 12:11 pm

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A new survey has found that the Green Bay Packers have the strongest local marketing brand in North American sports. The 2008 Turnkey Team Brand Index found that the Packers, one of the NFL's oldest franchises, ranked first among 122 NFL, NHL, NBA, and MLB teams in terms of home-market strength.

"What this is saying is the following the Packers have is more intensely loyal to supporting the Packers than any other team," said Len Perna, president and chief executive of New Jersey-based Turnkey Sports & Entertainment. "What this basically says is that all other things being equal, a sponsor gets more value in sponsoring the Packers than any other team."

Last year, the Pack ranked fifth overall in the index, which consists of a consumer survey of 12,000 sports fans. The jump to the top of the index is a bit surprising since the team has a mediocre 5-7 record and lost legendary quarterback Brett Favre. If anything, Favre's departure actually boosted fan loyalty.

"The Packers moved up because they had such an emotional year with Brett Favre," Perna said about the team's legendary former quarterback. "His popularity. His longevity. They just really cement the relationship between the brand and fans in Green Bay."

The Pittsburgh Steelers, who topped last year's poll, dropped to No. 3. The Boston Red Sox ranked No. 2 overall (not surprising considered that you can now buy a Red Sox casket).

Here is a list of the Top 10 with the strongest local brands:

1. Green Bay Packers

2. Boston Red Sox

3. Pittsburgh Steelers

4. New England Patriots

5. Indianapolis Colts

6. Detroit Red Wings

7. San Antonio Spurs

8. Pittsburgh Penguins

9. Boston Celtics

10. St. Louis Cardinals

The survey also measures fan loyalty outside of a team's local market. In terms of out-of-market loyalty, the New York Yankees lead the way, followed by the Packers, Red Sox for the most popular brand outside of the team’s home market.

Here are the Top 10 teams with the strongest out-of-market brands:

1. New York Yankees

2. Green Bay Packers

3. Boston Red Sox

4. Dallas Cowboys

5. Los Angeles Lakers

6. Boston Celtics

7. Chicago Bears

8. New England Patriots

9. Indianapolis Colts

10. Pittsburgh Steelers

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JeffHuang

at 13:00 on December 1st, 2008

I'm surprised Packers are first. Thought Yankees at least crack the top 10 in the local brands.

maitri

at 13:26 on December 1st, 2008

You don't know us Packer fans very well, do you? We own our team, will sit in the freezing cold, ice and snow in an open-air stadium to watch and cheer it, adore our players and are a very important part of NFL history. It's called the Lombardi Trophy for a reason.