1. In the last five years, which of the following apparel brands have used their sports sponsorships and endorsement portfolios most effectively?

Under Armour – 67%
Nike – 29%
Adidas – 3%
Not sure / No response – 1%

2. If all of the following companies were publicly traded, which stock would you buy today?

Under Armour – 68%
Nike – 22%
Adidas – 3%
New Balance – 3%
Puma – 0%
Reebok – 0%
Not sure / No response – 4%

3. As a consumer, with which of these brands do you most identify?

Nike – 56%
Under Armour – 21%
Adidas – 9%
New Balance – 6%
Puma – 2%
Reebok – 2%
Not sure / No response – 4%

4. Which athlete do you most associate with Under Armour? (Write-in responses; athletes with at least 1% of mentions)

Steph Curry – 38%
Jordan Spieth – 23%
Bryce Harper – 6%
Tom Brady – 4%
Cam Newton – 2%
Misty Copeland – 1%

5. Which of the following endorsers is the most important brand ambassador for Under Armour globally?

Steph Curry – 54%
Jordan Spieth – 25%
Michael Phelps – 5%
Tom Brady – 5%
Andy Murray – 4%
Bryce Harper – 2%
Misty Copeland – 1%
Not sure / No response – 4%

6. Which of the following college athletics programs is the most important brand ambassador for Under Armour domestically?

University of Notre Dame – 59%
University of Maryland – 18%
Auburn University – 4%
Texas A&M University – 2%
University of South Carolina – 1%
Boston College – 0%
Not sure / No response – 16%

7. Which of these sports have you followed the most so far during April and May?

NBA – 30%
MLB – 23%
NHL – 22%
Motorsports – 10%
NFL – 7%
MLS/pro soccer – 5%
Horse racing – 2%
Fight sports – 0%
Not sure / No response – 1%

8. Which of the following should be the AD of the Year?

Bernard Muir / Stanford – 16%
Joe Castiglione / Oklahoma – 13%
Gene Smith / Ohio State – 10%
Chet Gladchuk / Navy – 10%
Not sure / No response – 51%

9. Which of the following, if any, is a “must have” attribute for an AD candidate?

Revenue generation success – 33%
Fundraising/development success – 24%
Extensive professional network in college athletics – 11%
Experience as a student athlete – 4%
Alumni status – 2%
Experience as a coach – 2%
None of these are a “must have” attribute – 18%
Not sure / No response – 6%

10. Which of the following factors has the most positive effect on an AD’s job security?

On-field success in revenue generating sports – 52%
Financial stability of the athletic department – 29%
On-field success across all athletics – 10%
Strong student athlete graduation rates – 4%
Not sure / No response – 5%

11. Who is given more time to prove their worth to an organization?

An AD in college sports – 57%
A team President in pro sports – 33%
Not sure / No response – 10%

One Question on the Lighter Side:

12. Who would you rather have dinner with?

Phil Knight – 46%
Kevin Plank – 40%
Not sure / No response – 14%

13. Thinking about your own particular business, what best describes your confidence level regarding the next 12 months for your own business?

7 – Extremely optimistic – 10%
6 – Very optimistic – 38%
5 – Somewhat optimistic – 34%
4 – Neither optimistic nor pessimistic – 11%
3 – Somewhat pessimistic – 5%
2 – Very pessimistic – 1%
1 – Extremely pessimistic – 1%
Not sure / No response – 0%

May TSP

The Turnkey Sports Poll is a monthly survey of 2,000 sports industry executives representing teams, leagues, governing bodies, facilities, media, events, agencies and brands. The poll covers current events and topics affecting sports business and takes 2-3 minutes to complete. Results are published in the SportsBusiness Journal and on Turnkey’s website. To be considered as a TSP panelist, please click here.

#####