The National Football League is not just the most popular sporting organization in the United States, it is outpacing it’s peers in every single category. Every other league is eating the NFL’s dust when it comes to brand equity and redefining the emotional bond with the audience. Competitors are holding steady since 2021, but the NFL is flying higher than them. They are perceived as fun, energetic and premium which fuel loyalty and engagement. QuestBrand by The Harris Poll says that fan sentiment has grown stronger and there is a deeper bond reshaping the role that the NFL plays in American Culture.
It is not just about marinating a following, it is all about momentum. 10 million more fans believe it is on the rise since 2021. And the quality is perceived as better than in 2021, signaling long term brand value. The NFL is here not only for our entertainment but for it’s reliability and excellence.
QuestBrand track familiarity, quality consideration and momentum in real time. To achieve equity, a brand must excel in all four categories. Meaning strong recognition (familiarity), being seen as excellent and reliable (quality) earning trust as a top choice (consideration) and showing upward trajectory (momentum). Those all add up to equity which measures a brand’s strength, loyalty and cultural significance.
The fanbase is seminally invested in the game, with the perceptions of fun, energetic and premium have grown significantly. Fans are associating the NFL while more positive emotions than ever before. And that emotional uptick is giving the league the edge over it’s competitors.
The surge in equity from 2021 to 2024 stems from several moves the NFL made to boost engagement with the fans. The deal made with Amazon Prime Video for Thursday Night Football raised perceptions of the brand as premium and innovating, signaling that fans thought the brand was forward thinking and expanding its reach.
The collaboration with ad agency 72andSunny, including the “Born to Play” campaigns have improved the NFL’s reputation. Leading to positive sentiment and perceptions of being fun, trustworthy and innovative. The rise of sports betting must also be mentioned, along with fantasy football- fan engagement has never been so high. As more states have legalized betting on sports, the NFL saw record breaking activity during the Super Bowl.
The Surge in brand equity for the NFL is a huge opportunity for brands with a 10 point lift in momentum-equating to 10 million+ more fans seeing the future as on “a fantastic trajectory”. The NFL is a more attractive partner than ever for brands looking for a loyal, passionate audience. QuestBrand shows that 103-111 million Americans over the age of 18 will regularly or occasionally follow the NFL. This audience is an opportunity for brands to connect to them through partnerships, spoonships and ads.
The huge surge in band equity for the NFL is not an accident. It is the result of a deliberate strategy to engage fans on a emotional level and blend tradition with new innovations. The outcome is the it is the most emotionally resonant sports brand int eh country. The lesson others can learn from the NFL is clear: forging a deep emotional connection with fans creates and unbreakable bond that propels your brand to new heights.