September TSP: SportsBiz Execs Think Amazon Will Have Biggest Impact on Media Rights Deals

1. Which of the following companies will have the biggest impact on media rights deals within the next five years?

Amazon – 64%
Google – 8%
Facebook – 8%
A new company in the field – 5%
Apple – 3%
Hulu – 1%
Twitch – 1%
Twitter – 1%
Not sure / No response – 9%

2. As a brand executive, what percentage of sponsorship rights fees would you budget for measurement and valuation? (Write-in response)

AVERAGE – 13%

3. Who does a better job of measuring the effectiveness of sponsorships?

The brand – 62%
The property – 29%
Not sure / No response – 9%

4. How will the competitive balance in the NBA look in ten years?

Centered around a few super teams – 73%
Equitable talent distribution – 24%
Not sure / No response – 3%

5. In ten years, what will be the role of individual NBA players in marketing by sponsors?

Bigger role – 52%
The same role as today – 40%
Smaller role – 5%
Not sure / No response – 3%

6. How many, if any, teams will be added to the NBA by 2028?

0 – 20%
1 – 9%
2-3 – 57%
4-5 – 2%
6+ – 1%
Not sure / No response – 11%

7. Has the recent Nike ad campaign featuring Colin Kaepernick helped or hurt Nike’s brand?

Helped – 59%
Hurt – 21%
No effect – 15%
Not sure / No response – 5%

8. Which major sports league is most likely to have a non-U.S. or Canadian franchise first?

NFL – 47%
NBA – 21%
MLS – 17%
MLB – 9%
NHL – 2%
Not sure / No response – 4%

9. As the NHL looks to diversify their fan base, who should spearhead the initiative?

The league office – 51%
Individual teams – 45%
Not sure / No response – 4%

10. Which of the following tactics would be most impactful on growing the NHL’s fan base?

Outreach programs to get more people playing hockey – 37%
Broader distribution of games on TV / online – 30%
Social media engagement – 14%
Elevating the live experience – 13%
Not sure / No response – 6%

11. Which of the following leagues would most benefit from the introduction of a “Rooney Rule” (NFL’s policy requiring teams to interview ethnic-minority candidates for head coaching and senior football operations jobs)?

MLB – 36%
NHL – 24%
NBA – 7%
MLS – 4%
Not sure / No response – 29%

12. How many times do you plan to watch the League of Legends World Championships over the course of the tournament in October?

0 – 88%
1 – 6%
2-5 – 3%
6-10 – 0%
11+ – 0%
Not sure / No response – 3%

13. Thinking about your own particular business, what best describes your confidence level regarding the next 12 months for your own business?

7 – Extremely optimistic – 14%
6 – Very optimistic – 35%
5 – Somewhat optimistic – 34%
4 – Neither optimistic nor pessimistic – 12%
3 – Somewhat pessimistic – 3%
2 – Very pessimistic – 3%
1 – Extremely pessimistic – 1%
Not sure / No response – 0%

The Turnkey Sports Poll is a monthly survey of 2,500 sports industry executives representing teams, leagues, governing bodies, facilities, media, events, agencies and brands. The poll covers current events and topics affecting sports business and takes 2-3 minutes to complete. Results are published in the SportsBusiness Journal and on Turnkey’s website. To be considered as a TSP panelist, please click here and enter your business contact information.

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