College Football Brand Equity Rankings: The Overall List

Over the last two weeks, we have been reporting our football fan base rankings conference by conference.  Today, we turn to our overall ranking.  We started the list with an analysis of the brand/customer equity of the major conferences.  The Big Ten and the SEC are the leading conferences largely because they have strong TV deals.  That being said, the number one team on our list is not a member of either the Big Ten or the SEC.

Number one on the list is the University of Texas.  The Longhorns have some built in advantages that make it such a powerhouse.  Texas is the flagship school in a highly populated state with an incredible football culture.  Texas is also interesting because it is such a frequent target in realignment discussions.   Texas would bring the most valuable fan base to any conference.   In fact, Texas football is such a valuable property that we doubt that they will move anytime soon.  Texas is a strong enough brand to keep the Big Twelve a viable conference.  This means that Texas has an immense amount of bargaining power within the Big Twelve; which would be lost in a move to the Big Ten or the SEC.

Number 2 on the list is a bit of a surprise.  Based on the numbers, we found Georgia to have the second highest customer equity.  We go into more detail about Georgia football in our SEC writeup.

Number three on the list is the Big Ten’s Ohio State Buckeyes.  Ohio State has many of the same advantages as Texas, as they are the flagship school in a highly populated and football crazy state.

Numbers 4 and 5 on the list also hail from the Big Ten.  We have Penn State in 4th place and Michigan in 5th.  These are two interesting cases, since PSU is obviously in a transitional stage, and may fade a bit over the next couple of years, while Michigan is making moves to become even more profitable.  In positions 6 through 8, we have Alabama, Auburn and Florida.  Our rankings seem to confirm that the SEC and Big Ten are college football’s top conferences.

The 9th place team is one that we haven’t talked about in any of our previous rankings, Notre Dame.  Our guess is that Notre Dame fans will feel slighted by their 9th place ranking.  But, at the end of the day, our approach is driven by a combination of revenue and team quality data.  What we find is that Notre Dame is a great college football brand, but far from the dominant brand their fans believe it to be.

In tenth place we have the lone West Coast team in the rankings.  The Washington Huskies were the surprise leader in the Pac 12, beating out teams like USC and Oregon.

Mike Lewis & Manish Tripathi, Emory University 2013.

PREVIOUS: RANKING THE SEC

Ranking SEC Football Fans: Georgia beats out Alabama

We are presenting a series ranking the “best” fan bases in college football.  The study uses data from the past ten years and the rankings are based on Revenue Premium Brand Equity.  For more information on the analysis/methodology, please click here.

As a rule, when we begin any analysis we start with no prior expectations about the results.  We let theory and numbers guide our findings.  However, living in the South, it is hard not to witness the extreme passion and loyalty of SEC fans on a daily basis.  The SEC football season is year-round (season, recruiting, spring football).  Therefore, we were not surprised when the SEC was the top rated conference in our college football Revenue Premium Brand Equity rankings.   Given the passion of SEC fans, we expect that our SEC conference rankings will engender a lot of “constructive discussion”.

The University of Georgia has the number one ranked football fan base in the SEC according to our study.  It should be pointed out that this study covers a ten year period, and that the top four ranked schools in the SEC are also among the top ranked football fan bases in the country.  So, what separates Georgia from Alabama?   Over the period of our study, both Georgia and Alabama averaged between 9 and 10 wins a season.  However, Georgia averaged 12% more in revenues per year than Alabama.  Alabama also had a couple of years in the beginning of our sample (2002 & 2004) where the home games were not all filled to capacity.  Thus, over the period of our study, when we control for team performance and other institutional factors, the Georgia fan base is just a bit more loyal and devoted.

Auburn University finished in third place, being just edged out by its friendly neighbor, Alabama.  The Crimson Tide generated slightly more revenue per year on average than the Tigers, despite averaging almost the identical number of wins.  Also, while Alabama’s revenues are growing, Auburn has been facing a decline.   The University of Florida finished fourth in our study.   The Gators actually average 6.9% more revenue per year than Auburn, however they also averaged 0.5 more wins per season during the period of our study.  Remember, our conjecture is that it is easier for a fan to shell out for a team when the team is winning games, thus we control for team performance.

Vanderbilt is ranked 11th in our study.  We would like to point out that the last couple of years have been positive for the Commodores, and although lagged, the revenues for the football program seem to be improving.  Ole Miss and Mississippi State are at the bottom of the study of SEC fan bases.  During the period of our study, Ole Miss and Mississippi State actually averaged more wins per season than Vanderbilt.  However, Ole Miss generated roughly the same amount of revenue as Vandy, and Mississippi State generated 20% less.

Mike Lewis & Manish Tripathi, Emory University 2013.

PREVIOUS: RANKING THE PAC-12

NEXT: OVERALL RANKINGS