Charlotte Business Journal: Panthers Playoffs – Building Brand Loyalty

Charlotte Business Journal: Panthers Playoffs – Building Brand Loyalty

Two marketing professors at the Goizueta Business School at Emory University study sports franchises and fan interest by looking at whether fans are willing to invest financially (tickets, souvenirs and so on) and in terms of social media chatter. In both instances, Carolina ranks in the bottom third (23rd in financial willingness and 30th in social media equity).

“There is an opportunity to get better here,” Manish Tripathi, one of the Emory marketing professors who works on the studies, told me. “Post-season success has a strong impact in the NFL, especially for building the younger fan base.”