How sports sponsorship spending will change over the next five years:
| Increase dramatically | 21% |
| Increase slightly | 61% |
| Not much change | 14% |
| Decrease slightly | 4% |
| Decrease substantially | 1% |
Responses: 723
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Corporate sponsors you would most want aligned with your property:
| Nike | 39% |
| Apple | 24% |
| Anheuser-Busch | 21% |
| Coca-Cola | 21% |
Responses: 711
Note: Respondents could make three selections.
In 2005, Anheuser-Busch received the top spot in year one of the survey (20%), but readers also love the swoosh, giving Nike the most votes in every survey since then.
League that will be the first to allow ads on its game jerseys:
| NBA | 74% |
| NHL | 18% |
| NFL | 5% |
| MLB | 3% |
Responses: 729
Sports property that provides the best value when it comes to sponsorship rights:
| NFL | 18% |
| MLB | 15% |
| NHL | 13% |
| MLS | 12% |
| NBA | 10% |
Responses: 709
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Properties a corporate sponsor would most want to identify with:
| NFL | 63% |
| MLB | 39% |
| NBA | 39% |
| NCAA | 28% |
| PGA Tour | 20% |
| NHL | 18% |
| MLS | 17% |
| USOC | 17% |
| NASCAR | 13% |
Responses: 722
Note: Respondents could make three selections.
Optimal format for jersey sponsorships in the big four leagues:
| Allow as many as the individual teams can sell | 9% |
| Allow one per individual team | 55% |
| Allow one league-level deal | 9% |
| Do not allow such sponsorships | 26% |
Responses: 720
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Sporting events that are the best to reach fans:
| Super Bowl | 65% |
| NCAA men’s basketball tournament | 49% |
| World Cup | 38% |
| Summer Olympics | 33% |
| College Football Playoff | 26% |
Responses: 727
Note: Respondents could make three selections.
