1. Which platform will deliver the biggest impact for sports sponsors in 2017?

TV – 32%
Social media – 31%
Mobile – 19%
At-event fan engagement – 11%
Virtual Reality – 3%
Retail / point of sale – 2%
Not sure / No response – 2%

2. Which of the following social media platforms provides the best opportunity for sponsors to activate their partnerships?

Facebook – 32%
Twitter – 30%
Instagram – 16%
Snapchat – 11%
Not sure / No response – 11%

3. Which of the following brands are the most innovative in their use of sponsorship marketing rights? (Select up to three)

Bud Light – 28%
Red Bull – 22%
Dr Pepper – 18%
State Farm – 16%
Coca-Cola – 17%
Capital One – 14%
Allstate – 14%
Verizon – 13%
AT&T – 13%
Monster Energy – 12%
Pepsi – 10%
Chevrolet – 8%
Taco Bell – 8%
Visa – 8%
Mountain Dew – 6%
MasterCard – 4%
Hyundai – 3%
Ford – 2%
McDonald’s – 2%
Not sure / No response – 9%

4. Which league’s intellectual property (IP) is most effectively utilized by its official automotive partners?

NASCAR – 24%
NBA – 18%
NFL – 13%
MLB – 9%
NHL – 5%
PGA Tour – 4%
NCAA – 4%
MLS – 2%
IndyCar – 2%
Not sure / No response – 19%

5. FIFA recently voted to expand the number of nations participating in the 2026 World Cup and beyond from 32 to 48. This will ______________ the popularity of the event.

Negatively affect – 12%
Have no effect on – 26%
Positively affect – 59%
Not sure / No response – 3%

6. Expanding the playoff formats of the following properties is a…

Bad Idea Good Idea Not Sure
College Football 34% 61% 5%
NFL 83% 14% 3%

7. Did you go to college intending to work in sports?

Yes – 28%
No – 72%

8. If you were a university administrator, would you rather offer…

Business majors with a specialization in sports – 77%
Sports industry-specific major(s) – 13%
Neither – 8%
Not sure / No response – 2%

9. Whose business will benefit more from the recently announced naming rights partnership?

Monster – 46%
NASCAR – 32%
Not sure / No response – 22%

10. What aspect of the Daytona 500 would you focus on promoting to grow its TV audience?

Rise of ‘Young Guns’ among drivers – 38%
Social aspect of viewing the event – 29%
Alignment with values / traditions in Amearica’s heartland – 14%
Competitive balance on the track – 6%
Not sure / No response – 13%

11. What is NASCAR’s biggest challenge as they work to grow their fanbase in 2017?

Perceptions of the sport outside its primary US regions – 36%
Exit of star drivers – 22%
Length of races – 21%
Length of season – 6%
At-event experience – 2%
Digital / social media presence – 2%
Not sure / No response – 11%

12. Which of the following statements about e-sports, if any, applies to you/your household? (Please select all that apply)

Someone plays an e-sport at least weekly – 10%
Someone watches e-sports on TV or online at least weekly – 9%
Someone has attended a paid e-sports event in the last year – 5%
None of these – 81%

13. When compared to traditional sports properties on each of the following aspects, are e-sports …

Inferior Comparable Superior Not Sure
Sponsorship platform 43% 26% 11% 20%
Growth potential 11% 12% 61% 16%
Audience demographics 25% 29% 27% 19%
Live media content 39% 27% 15% 19%

14. Which of the following will best describe e-sports in 5 years?

On same tier as minor league sports 59%
Marginalized or unexisting 17%
On same tier as major sports leagues 7%
Not sure / No response 17%

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

7 – Extremely optimistic – 12%
6 – Very optimistic – 36%
5 – Somewhat optimistic – 37%
4 – Neither optimistic nor pessimistic – 7%
3 – Somewhat pessimistic – 6%
2 – Very pessimistic – 1%
1 – Extremely pessimistic – 1%
Not sure / No response – 0%

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 and enter your business contact information.

#####