“He’s definitely marketable, but big, established brands won’t sign him. Brands that are more innovative or counterculture might go for him,” said Manish Tripathi
Based on viewership and sponsorship interest, the NFL is flourishing through a series of highly-publicized fiascoes that would have wreaked havoc on many organizations with weaker brands, experts told CNBC.
“Just the strength of that product and fan loyalty and fan interest is so great that it’s really kind of bulletproof at this point,” said Michael Lewis, a marketing professor at Emory University who specializes in sports.
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.”
Kirk Cousins had a short stint as Redskins quarterback, but it was clear after his four-interception performance against the Giants on Sept. 25 that fans were ready to move on.
However, no matter what the outcome of the game, one thing was certain: fans were most negative about owner Daniel Snyder week by week. Until now.
For the first time this season, the negative sentiment on Twitter was as high for Coach Jay Gruden as it was for the team’s owner.
As a result of Linsanity, people that had little to no interest in basketball became fans of the Knicks and, more importantly, fans of NBA basketball in general. I couldn’t give two craps about the “real” fan aspect during a time of when the Knicks were in dire need of a point guard that wasn’t an injured, decrepit Baron Davis. And then, when Lin left, (I’m assuming) fans of Lin and the Knicks shifted over to Houston, because their basketball hero went elsewhere, prompting people calling Knick fans some of the worst fans in the league. But, however, Emory University’s sports marketing analytics department disagree based off of the field of finances, at least.
The Washington Redskins were a team starved for good news, and Sunday’s win over the Tennessee Titans did the trick. It also may have created more questions than answers, which is why the negative sentiment from the Washington area for this team lingers on Twitter.
“Negative is where the action is,” said Manish Tripathi, assistant professor in the practice of marketing at Emory University. “People have a lot more variation into how negative they are about people. This is true in general on Twitter: you always see a lot more variation of negative sentiment. Even when people are doing well you don’t often see spikes in positive, you just just see less negative.”
“We think we’ve seen it all in terms of different news stories that break out. And then there’s something even crazier,” Manish Tripathi, a marketing professor at Emory University’s Goizueta Business School, said Thursday.
“Los fanáticos lo aceptan pero hay algo así como un chiste cultural. Ves a los pilotos todos llenos de logos. No creo que los deportes más tradicionales quieran compararse con la hipercomercialización de la Nascar”, comentó Michael Lewis, profesor de Mercadeo de la Universidad Emory.
Recently, ESPN.com featured a discussion on “Washington’s Name Dilemma”. Two of the articles referenced some of our work on the subject:
Mike Lewis & Manish Tripathi, Emory University 2014