Brief • 3 min Read
Sports & Entertainment
A look at the effectiveness of brand sponsorships with key athletes, professional sports leagues, and events.
Keep One Foot Ahead of the Competition
Wins and losses are also found off the field. Companies invest a significant number of resources in partnerships with sports leagues and advertisements during high–profile events. It’s important for brands to know whether these costly efforts substantially boost brand equity, or not.
QuestBrand provides in-depth consumer data in real time. Monitor the value of your – and your top competitors’ – marketing campaigns, partnerships, and events to make data-driven decisions that move the needle.
Brand Bowl 2025 Index
The fifth annual Brand Bowl index quantifies how Super Bowl LIX’s commercials impacted national advertisers’ brand health.
In this report, we rank brands by lift in ad recall, brand familiarity, perceived quality, purchase consideration, and perceived brand momentum, after Super Bowl LIX on February 9th, 2025.
Brand Bowl 2024 Index
Our fourth annual Brand Bowl index tracks the impact of Super Bowl national advertisers’ commercials on overall brand health.
In this report, we rank advertising brands by lift in brand familiarity, perceived quality, purchase consideration, perceived brand momentum, television ad recall, and brand attributes after Super Bowl LVIII.
Brand Bowl 2023 Index
Our third annual Brand Bowl index measures the tangible impact of Super Bowl advertisers’ efforts on overall brand health.
In this report, we rank brands by lift in overall brand equity, and across its four components: brand familiarity, perceived quality, purchase consideration, and perceived brand momentum, after Super Bowl LVII on February 12th, 2023.
Entertainment: An Industry Snapshot
Capturing the current state of American sports and entertainment trends.
This report provides a quick look at several popular forms of entertainment using data from recent Harris Poll surveys and QuestBrand data. This report is intended to give you a peek into the world of entertainment in 2024.
Brand Bowl 2022 Index
Which Super Bowl ads generate the greatest lift in brand equity?
The second annual Brand Bowl report measures the impact Super Bowl ads have on brand equity for emerging and established brands. This index shows which Super Bowl LVI ads result in the largest brand equity gains and analyzes how consumers react to different marketing tactics.
This index serves as a resource for brands, marketers, and advertisers who want to ensure that their ad spend pays off.
Brands Going for Gold
Measuring sponsorships and creative at the 2020 Tokyo Olympic Games.
QuestBrand’s report on the 2020 Tokyo Olympics reveals the relative impact of major brands’ sponsorships, partnerships, and advertisements on consumer perception and behavior following the games.
This index helps companies better understand the relative value of Olympics sponsorships and ad campaigns — and delivers a resource for brands, marketers, and advertisers considering participation in future Olympic Games.
NBA: The Future of Sports Branding
Explore the NBA’s powerful brand ecosystem.
This report uncovers key insights about the NBA’s core audience and how it perceives established brand partnerships with prominent players. This report reveals the powerful impact that sponsorships can have on fans’ brand perception. It also illustrates the importance of selecting a sponsor whose qualities align with your brand’s distinctive character.
Brand Bowl 2021 Index
Which brands’ Big Game investment paid off?
In our first annual Brand Bowl, we measured the impact of Super Bowl LV’s commercials on advertising brands’ equity scores. The index evaluates how consumers respond to marketing efforts, and measures which tactics are the most effective. The report allows advertisers to see the tangible impact of their advertising spend, and helps brands make strategic decisions about their future advertising initiatives.
Featured Sports Insights
Brief • 3 min Read
March Madness 2025: America's favorite — and least favorite — teams
Brief • 3 min Read
Inside the NFL’s brand equity surge: The playbook for fan loyalty and emotional impact
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Can a touchdown create community?
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A record number of people will suddenly be 'sick' the day after the Super Bowl
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Super Bowl Ads — What Viewers Want And Don't Want From Brands In 2025 Commercials
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2024 in review: A look back at the Bears stadium debate through Tribune op-eds
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The Power Of Connection: Building The Coach-Participant Relationship
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After school: How a sport and a good coach can change a child's life
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Bridging The Character Gap: New Research Makes The Case For Growing Up With Golf
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Harris Poll: Bears having a hard time moving the ball on public support for a new stadium
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