Inside the NFL’s brand equity surge: The playbook for fan loyalty and emotional impact

The NFL isn’t just America’s most popular sports organization—it’s leaving its peers behind, outpacing every other league in brand equity and redefining the emotional bond with its audience. While competitors have held steady since 2021, the NFL is soaring, driven by rising perceptions of Fun, Energetic, and Premium—core attributes that fuel loyalty and engagement. According to QuestBrand by The Harris Poll, fan sentiment has strengthened, signaling a deeper bond reshaping the NFL’s role in American culture.

This isn’t just about maintaining a following—it’s about Momentum. The NFL’s has grown, with 10 million more fans believing it’s on the rise since 2021. At the same time, perceptions of Quality—a key indicator of long-term brand value—have also risen, meaning fans trust the NFL not only for its entertainment but also for its reliability and excellence.

QuestBrand’s dynamic, real-time tracking measures the NFL’s brand health across four key dimensions: Familiarity, Quality, Consideration, and Momentum. To achieve high Equity, a brand must excel in all four. This means having strong recognition (Familiarity), being perceived as excellent and reliable (Quality), earning trust as a top choice (Consideration), and showing clear upward trajectory (Momentum). The average of these metrics equates to Equity—a comprehensive measure of a brand’s strength, loyalty, and cultural significance.

NFL Equity Surge vs. NBA’s Flat Trajectory (2021 vs 2024)

QuestBrand. Pre: 1/1/21-12/31/21. Base: NFL fans. Base: NBA fans. Post: 1/1/24-12/31/24.

Why Fans Feel More Connected Than Ever

Fans aren’t just watching a game—they’re emotionally invested in the NFL. What’s driving that deep connection? It’s not just the thrill of the action, but a shift in how fans perceive the league. Perceptions of Fun, Energetic, and Premium have grown significantly, with fans associating the NFL with more positive, engaging emotions than ever. This emotional surge is giving the league a sustained edge over its competitors.

Perception Increases in Fun, Energetic, and Premium (2021 vs 2024)

QuestBrand. Pre: 1/1/21-12/31/21. Post: 1/1/24-12/31/24. Base: NFL fans. 

What sets the NFL apart is its success in elevating key imagery that fuels long-term loyalty. The league resonates deeply with its audience, forging a connection that transcends casual enjoyment. It’s not just about liking the NFL—it’s about building a lasting emotional bond that reshapes its brand perception, strengthens its equity, and ensures long-term relevance.

The Power of Media, Advertising & Betting

The NFL’s brand equity surge from 2021 to 2024 stems from strategic initiatives that boosted fan engagement and perceptions. For instance, the exclusive Amazon Prime deal for Thursday Night Football in 2022 raised perceptions of the NFL as both premium and innovative, reinforcing its forward-thinking image and expanding fan access.

Collaboration with advertising agency 72andSunny, including campaigns like “Born to Play,” further strengthened the NFL’s reputation, contributing to increased positive sentiment and perceptions of fun, trustworthiness, and innovation.

The rise of sports betting and fantasy football further fueled engagement. As more states legalized sports betting, the NFL saw record-breaking betting activity during the Super Bowl in 2025. Fantasy football’s continued popularity has also cemented the NFL’s connection with its fanbase, enhancing its premium image.

These initiatives have contributed to the NFL’s impressive metric improvements, ensuring its position as a leader in sports entertainment.

The NFL’s Brand Surge: What It Means for Brands and Advertisers

The NFL’s surge in brand equity presents a major opportunity for brands. With a 10-point lift in Momentum (equating to 10 million+ more fans seeing the league’s future as “on a fantastic trajectory”), the NFL is an even more attractive partner for brands seeking to engage a loyal, passionate audience.

According to QuestBrand, 103–111 million Americans age 18+ “regularly or occasionally follow” the NFL. This vast audience presents a golden opportunity for brands to connect emotionally through partnerships, sponsorships, and ads that align with core attributes like Fun, Energetic, and Trustworthy—principles that deeply resonate with its followers.

The NFL’s growing emotional bond positions it not just as entertainment, but as a cultural force. With the league’s expanding influence, brands can tap into one of the most engaged audiences in sports.

Final Takeaway: The NFL’s Playbook for Brand Success

The NFL’s brand equity surge is no accident—it’s the result of a deliberate strategy to emotionally engage fans, blending tradition with innovation. The outcome? The most emotionally resonant sports brand in the U.S.—one that’s rewriting the playbook for brand success.

The lesson for brand builders is clear: when you forge a deep emotional connection, you create an unbreakable bond that propels your brand to new heights.

With perceptions of Fun, Energetic, and Premium reaching new peaks, the NFL’s momentum shows no signs of slowing. Real-time tracking through QuestBrand ensures brands stay ahead of the curve and ready to seize the opportunities that come with tapping into this powerful emotional connection.

In short: Ride the NFL’s emotional wave, and watch your brand soar to unprecedented growth, loyalty, and success.