NBA: The future of sports branding
Fill in this form to learn more about the future of sports branding and the brands who are advertising with the NBA. Dive deeper into correlations between a few top brands partnering with athletes for their campaigns.
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What's in this report?
The Harris Poll’s “NBA: The future of sports branding” is an exploration of the NBA’s powerful brand ecosystem. This report uncovers new insights into the NBA’s core audience and illustrates its influence as a marketing and branding juggernaut. Our research finds that:
- The NBA enjoys greater brand affinity among its fans than other major sports leagues
- The NBA has a large, young and diverse fan base undergirding its continued success and popularity
- Fans have evolving expectations around its future, and want to see more accountability among teams and more inclusiveness among broadcasters
- Brand-athlete sports branding sponsorships have a powerful impact on how fans perceive brands like Nike, Under Armour and Adidas
Check out the data from this report featured in Ad Age.
What Our Clients Are Saying
Liana M. Douillet Guzmán
Chief Marketing Officer
We recently launched a new brand identity, and it was imperative for us to be able to measure the impact of our new positioning as well as ongoing marketing initiatives – in real time.
Having access to The Harris Poll’s always on insights has been invaluable. It has allowed us to better understand the return on our brand spend and to segment key customer populations by the demographic, psychographic and behavioral elements that matter most. Further, it gives us a sense for how we’re stacking up against our competitors. I’ve found the UX to be clean and easy to use and I’ve appreciated the responsiveness of the The Harris Poll team.
Vice President of Growth, Marketing
The Harris Poll has been a great addition to our marketing toolkit. It’s intuitive and very easy to derive value from each of the modules.
The Harris Poll’s brand tracking tool is a novel platform and we’re using it to more effectively measure consumer sentiment around the Lulus brand and to better understand the competitive landscape. We’ve found the emotional attributes attached to our brand quite insightful – it has offered us a way to see Lulus through the eyes of our end-consumer. We’ve leaned into the attributes that we’ve taken from The Harris Poll and have used them in our marketing messaging. We’re continuing to find new ways to activate this data to develop differentiation in the marketplace.
Our marketing team has been able to use the data to better understand our customer demographics – we’re starting to see where there are areas to grow and to identify new media buying strategies.
The Harris Poll team is available when we need them – they quickly help with any questions and have ensured we had a successful experience with the platform so far. We’re also appreciative that the team continues to offer new enhancements and integrations to the tool to better support our needs.
Director, Brand & Customer Insight
At DraftKings, we have three distinct parts of our business – DFS, Sportsbook and Casino. As a high growth company which is part of a heavily regulated industry, understanding our target consumer and user-base across each of our verticals is pivotal to our success as a brand.
Through the course of our company history, we’ve worked with a variety of agencies and have used various brand tracking tools – all of which have helped to provide insights with usable brand data. Compass provides the real-time data we were looking for. It’s been helpful in providing the in the moment, real-time data of what’s happening this week, and whether there has been any material change from last week. Considering our focus on promotional ad campaigns, Compass has allowed us to see how the marketplace responds to our promotions in real-time.
The tool allows us to see how our brand is being considered by the target US population that are most important to our business. In its current state, The Harris Poll’s brand tracking tool is being used to provide a holistic view of the DraftKings master brand. Merged with our Google Analytics (and other metrics) we’re able to access a 360 view of DK brand. We had been looking for a tool like The Harris Poll to use for a while.
Frequently Asked Questions
What is The Harris Poll’s Brand Tracking Tool?
A market intelligence tool to collect, analyze, visualize, and share real-time insights about consumers, brands, and products
How does it work?
Everyday The Harris Poll fields thousands of surveys globally, capturing robust data on consumers, brands, and products.
What do I get with a subscription?
A base subscription includes over 100,000 survey interviews annually per brand for up to 5 brands. Clients also get access to The Harris Poll’s profiling tool, enabling them to describe customers, prospects, and other audiences in rich detail.
What do I do with it?
The Harris Poll is extremely versatile. You could begin by using the profiling tool to learn more about your customers for targeting purposes. Brand intelligence data helps you to evaluate your campaign effectiveness and track your own brand and your primary competitors. You can use the data to inspire better creative or to more effectively buy media.
Is it global?
The Harris Poll fields in over 30 global markets, and can add additional markets upon request.
Brand tracking software available for a fraction of the cost of custom research
Subscriptions to Harris Brand Platform offer you continuous, real-time tracking on five brands. With your membership, our brand tracker will collect over 10,000 interviews per brand, giving you a robust ability to conduct pre-/post-testing and dive deep into various customer groups.
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