Recent Press

April 20, 2014

CNBC – David Ortiz selfie alert: Is Boston Marathon next?

April 18, 2014

ESPN – Olbermann Monologue on Macot Value

April 16, 2014

USA Today – Study says MLB teams lose $2.6 million a year by sticking with Native American mascots

Fox Sports – Study: Teams with Native American mascots end up losing millions

April 15, 2014

Quartz – The Cleveland Indians’ controversial mascot is hurting their bottom line

April 7, 2014

CBS Atlanta – MLS in Atlanta

March 18, 2014 – Why The NCAA Needs To Pay Former Players, Not Just The Current Ones

March 11, 2014

Atlanta Hawks – Analyzing Truly How Amazing Kyle Korver’s Streak Was (And Whether Or Not Curry Can Break It) 

March 6, 2014 – Study shows New York the NFL market most receptive to Michael Sam

New York Daily News – New York City has the most gay-friendly football fans, according to study – Twitter study finds Tennessee fans least receptive to Michael Sam

February 7, 2014

TheStreet – America’s Worst Cities for NFL Fans

January 31, 2014

AdWeek – Should Marketers Care Who Is Live Streaming the Big Game?

TheStreet – America’s Best Cities for NFL Fans

January 21, 2014

CBS Atlanta – Emory study says Richard Sherman well liked, GA Bulldogs most valuable brand in SEC

January 3, 2014

Seattle Post Intelligencer – Outside of Seattle, people love to hate the Seahawks

December 29, 2013

The Dallas Morning News – Despite mediocre seasons, Cowboys fans remain mostly loyal

December 20, 2013

Deadspin – Study: Live Animal Mascots Are Worth Millions To College Football

December 19, 2013

Deadspin – Do Native American Mascots Actually Cost Their Teams Money?

December 16, 2013

Fox Sports – Study reveals NFL’s most ‘unstable’ fan base — any guesses?

December 13, 2013

Pittsburgh Post Gazette – The black & gold blues: Steelers fans take losses the hardest in the NFL

December 10, 2013

Inside Higher Ed – Mascot Makeover

October 30, 2013

Inside Higher Ed – Luring Students With a Stadium

Social Media

January 6, 2014

Atlanta Magazine – Saddest and happiest NFL fans

September 7, 2013

NPR – Only A Game – “A Psychoanalysis of NFL Fans…Via Twitter”

September 4, 2013

Wall Street Journal – “The NFL’s Most Unstable Fan Bases”

September 4, 2013

Dime Magazine – “Study Ranks Charlotte Bobcats 4th in NBA Social Media Equity”

September 3, 2013

Los Angeles Times – “Lakers the dominant NBA franchise online, according to study”

August 29, 2013

Behind the Steel Curtain – “Steelers Rank 1st in Social Media Equity…”

August 12, 2013 – “Manziel’s reputation hurt the most among recently troubled athletes”

Emory Sports Marketing Analytics has been tracking all Twitter mentions of four recently troubled athletes, Johnny Manziel, Alex Rodriguez, Riley Cooper and Ryan Braun.

What they found is Johnny Manziel went from nearly universally liked on Twitter to hated by most.

July 8, 2013

USA TODAY – “The SEC also dominates Twitter”

Professors Michael Lewis and Manish Tripathi of Emory University’s Goizueta Business School analyzed the college football conversation on Twitter. They broke it down by state over the last six months …  Tripathi told USA TODAY Sports that they looked for any tweets that mentioned “college football” over the past six months. They then identified the locations of those tweets and calculated the total from each state…

On Branding

September 4, 2013

The Cavalier Daily – “Uniformity without conformity”

August 30, 2013

FORTUNE – “Lenovo’s NFL Fantasy Play”

On Fan Equity

August 28, 2013

USATODAY – Go to game or watch on TV? Schools add amenities for fans

Mike Lewis, a professor of marketing at Emory University, agrees that “there is a just a little bit of randomness in the data. Things will naturally go up and down.”

But he says there are issues to be concerned about, such as competitive balance. As the big-time programs with huge fan bases continue to pour hundreds of millions into stadium expansions, locker room renovations and expensive coaching staffs, the rest have to decide whether they can afford – or want to afford – what it takes to pack the stands.

August 19, 2013

Mail Online (UK) -The Cowboys really ARE America’s Team: Study ranking NFL’s most loyal fans shows Dallas come out on top – and the Oakland Raiders finish last

August 18, 2013

USA TODAY – Study ranks most loyal NFL fanbases

August 16, 2013

Yahoo! Sports – Which team has the most loyal fans?  Science says it’s the Dallas Cowboys

“The key idea is that we look at team box office revenues relative to team on-field success, market population, stadium capacity, median income and other factors,” they write. “The first step in our procedure involves the creation of a statistical model that predicts box office revenue as a function of the aforementioned variables.  We then compare actual revenues to the revenues predicted by the model.  Teams with relatively stronger fan support will have revenues that exceed the predicted values, and teams that under perform have relatively less supportive fan bases.”

August 15, 2013

The Times Picayune – New Orleans Saints rank 4th in NFL fan support, loyalty, according to report

Professors Mike Lewis & Manish Tripathi measured team box office revenues relative to team on-field success, market population, stadium capacity, median income and other factors to rank the teams.

“The Saints are a more recent success story, but the team’s new success combined with limited professional sports options in New Orleans has created a very strong fan base,” the report said. – Atlanta Falcons low on Fan Equity?

July 31, 2013

Bleacher Report – “Emory Study Ranks Ohio State Fans Best in Big Ten”

Professors Lewis & Tripathi at Emory University, researchers who study sports marketing through advanced analytics, are conducting research on the “best” fanbases in college football. And their findings show that Ohio State is the cream of the Big Ten’s crop, followed by second-place Penn State before Michigan rounds out the top three.

July 10, 2013

The Dallas Morning News – University study: Would TCU rather play for “major bowls” or be an average Big 12 team?

Emory Sports Marketing Analytics, which consists of Emory professors Mike Lewis and Manish Tripathi, concluded that a non-automatic qualifier school (as TCU was before moving to the Big 12) has a 14.4 percent chance of making a major bowl, when spending at the FBS average. The chances for an AQ school making a major bowl? Five percent.

May 30, 2013 – Study: Louisville has nation’s best fan base

Before everyone freaks out — and I admit it may be too late for that now — this should be rage-inducing only up to the point that you don’t understand the methodology Dr. Michael Lewis and Dr. Manish Tripathi used to calculate their findings. The two professors at Emory University’s Goizueta Business School built a regression model “that predicts team revenues as a function of the team’s performance, as measured by winning rates and postseason success” to calculate “fan base quality [as] reflected in a school’s men’s basketball revenue relative to the team’s performance.” The result is what Lewis and Tripathi call “Revenue Premium Brand Based Equity Rankings.” In less business-speak terms, the two are basically comparing the durability of a program’s revenue against the success it has had over the years.

On Dynamic Pricing

August 8, 2013

Cincinnati Business Courier – “Experts sound off on Reds dynamic pricing policy”

“It is tough to understand the relationship between price and demand when prices have previously been fixed,” Emory marketing professor Mike Lewis wrote in the blog. “As the Reds gain more experience, they will likely begin to customize prices more quickly.”

On Native American Mascots

August 8, 2013

ESPN The Magazine – “What’s in a name?”

Now two Emory University professors have conducted updated, more comprehensive research into the same subject and have come to the same conclusion. Michael Lewis and Manish Tripathi looked at how dropping native identities affects revenue at NCAA basketball programs and found that “schools experience a very short (one or two years) negative financial impact and then quickly recover. Furthermore, in the long term, the shift away from a Native American mascot yields positive financial returns.”

June 29, 2013

The New York Times – “Risk for Redskins in Makeover of Team Mascot”

Although there is no precedent for a change of this magnitude in pro sports, two marketing professors at Emory University recently studied the economic effect on college athletic departments that moved away from Indian mascots. The professors, Manish Tripathi and Mike Lewis, found that these colleges tended to have a year or two of marginal financial losses before quickly recovering. In fact, the move typically yielded positive returns in the long run.

Just as important, ditching an Indian mascot had no effect on an athletic department’s all-important “brand equity,” Tripathi said — that is, the willingness of a consumer to pay a premium price to support the team, whether that meant ordering season tickets or buying a sweatshirt.

“You could make the argument that the Redskins have brand loyalty that’s not linked to the logo at all,” Tripathi said in a telephone interview. “It could have more to do with growing up with the team and feeling a connection to the franchise. If that’s the case, people will just go out and buy the new jersey.”

June 19, 2013

Chicago Tribune – “Protests rare over Blackhawks’ name, logo”

But Mike Lewis, an Emory University associate marketing professor who studies the business of sports, recently analyzed the basketball revenue generated by colleges that have dropped Indian nicknames or symbols — a roster that includes the University of Illinois — and concluded that the change had no lasting financial impact.

Lewis acknowledged that the story could be different for professional teams, whose brand images generate intense loyalty, but guessed that few fans would abandon their squads for making a switch.

“I think a lot of times, marketers have this belief that the whole key is to stay on brand,” he said. “That ends up making some terrified of change, and I don’t know that it’s entirely justified.”

May 13, 2013 – “How Much Would it Cost Dan Synder to Rebrand The Redskins?”

In the case of mascots that utilize Native American imagery, though, reshaping the brand identity may actually be good for business, according to research from sports marketing experts at Emory University. Emory’s Mike Lewis and Manish Tripathi studied the economics of college teams that dropped Native American imagery — either team names or actual mascots — and found that the negative effects are muted, limited to only a one- or two-year time frame. After that, the costs subside — and may even turn into benefits: