Fan Loyalty in NFL

Tristan FieldMohammed Rahman

Overview

Exploration Data Collection Data Preparation Graphs of relevant data Analysis Conclusion Suggestions

Exploration

NFL Sports and Fan Loyalty. Definition of Loyalty.

•A strong feeling of support or allegiance

According to the 2010 Brand Keys Sports Loyalty Index, the NFL and MLB have the most loyal fans.

Exploration

Fan loyalty is based off of four things:

Pure entertainmentAuthenticityFan bondingHistory and tradition

Exploration

Pure entertainment, or how well a team does, and how exciting they are;

Authenticity, or how well they play as a team, which can be helped by new venues and management;

Fan bonding, or the respect and admiration fans have for players; and

History and tradition, meaning the role a team plays in a fan's and a community's rituals, institutions and beliefs.

Exploration

Research Hypothesis:•Do the factors such as demographics, history and tradition play significant role in fan loyalty?

Relevant Factors: Who is a loyal fan? Where does loyalty come from?

Research Self Administered Survey E-mailed survey to 120 people Facebook link to survey Website link to survey

We received 32 valid responses

Research Questions Are fans born and raised near their favorite team?

Do family and friends have the same favorite team?

What is the correlation of age and years following the team?

What is the correlation between years following the team, and the amount of each season that is followed?

Is there a gender bias in NFL fans? Does a relationship impact a fan?

Distribution of Fans Represented

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1

2

3

4

5

6

7

8

9

JetsGiants

Steelers Eagles ColtsFalcons Chargers

Buccaneers

Vikings Broncos

# of Respondents

Are fans born and raised near their favorite team?

79%

21%

Born or Raised Near Favorite Team

Not Born or Raised Near Favorite Team

Away team vs. Home team

NULL : π <= 0.6:ALTERNATIVE π > 0.6 Most people are born or raised near their favorite NFL team

Most people are not born or raised near their favorite NFL team

test statistic (obs) 2.454 critical measure 1.645

p-value 0.007 α-level 0.050

Reject the Null

hypothesized value

sample proportion x

sample size std error

0.6 0.8125 26 32 0.0866

Do NFL fans have family and friends with the same Favorite team?

52%48%

Friend/Family with Same Favorite Team

No Friend or Family with Same FavoriteTeam

Bird vs. Flock

NULL : π <= 0.6:ALTERNATIVE π > 0.6

. Most NFL fans do not have family and friends with the same fav team . Most NFL fans have family and friends with the same fav team

hypothesized value

sample proportion x

sample size std error

0.6 0.53125 17 32 0.0866

test statistic (obs) (0.794) critical measure 1.645

p-value 0.214 α-level 0.050

Do not reject the Null

Do NFL fans have a gender bias?

Fan Gender

56%

44%

Male

Famle

Mars vs. Earth vs. Venus

NULL : μ = 50% There is no gender bias with NFL fans:ALTERNATIVE μ < > 50% There is a gender bias with NFL fans

hypothesized value

sample mean stdev

sample size

0.50 0.44 0.50 32

test statistic (obs)(0.124) critical measure 1.960

p-value 0.901 α-level 0.050

Do not Reject the Null

Other Research According to USA Today:

Female NFL fans are on the rise 34% of women living inside the Steelers market are Steelers fans.

29.4% of women living inside the Packers market are Packers fans.

Several other markets with similar results.

Age vs. Years FollowedX Variable 1 Line Fit Plot

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0 2 4 6

Age (increments of 10 yrs)

Years Followed (increments of 5

yrs)YPredicted Y

What is the relationship between age and years followed?

Normal Probability Plot

01234

0 20 40 60 80 100

Age(increments of 10yrs)

Yrs Followed

What is the relationship between age and years followed?

R Square 51.73%Standard Error 0.8967039ANOVA

df SS MS F Significance FRegression 1 25.84641325.84641332.144166 3.5223E-06Residual 30 24.1223370.8040779Total 31 49.96875

CoefficientsStandard Error t Stat P-valueIntercept 0.1 0.28502060.4412776 0.662176X Variable 1 0.8 0.13298195.6695825 0.000004

What is the relationship between age and years followed?

With an increase of 10 years in age there is an increase of almost 5 years of following their favorite team.

This test shows a positive correlation between age and years following their favorite team.

Years team followed vs.

Amount of season followed

X Variable 1 Line Fit Plot

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0 1 2 3 4

Years Followed (5yr increments)

Amount of

season followed

YPredicted Y

What is the relationship between years followed and amount of season followed?

Normal Probability Plot

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6

0 20 40 60 80 100

Years Followed

Amount of season followed

What is the relationship between years followed and amount of season followed?

R Square 19.5%

ANOVAdf SS MS F Significance F

Regression 1 5.24398065.2439806 7.272862 0.011371Residual 30 21.631019 0.721034Total 31 26.875

Standard Error 0.85

CoefficientsStandard Error t Stat P-valueIntercept 2.7 0.231647211.706139 1.034E-12X Variable 1 0.3 0.12012372.6968244 0.011371

What is the relationship between years followed and amount of season followed?

Those that begin to follow football, also follow more then half of the season.

There is a positive correlation for amount of years followed and amount of the season followed.

Does a Relationship Impact a Fan?

Does Relationship Get Affected by FOOTBALL???

Relationship: Married or Significant Other

Not in Relation: Single or Divorce

Does a Relationship Impact a Fan?

Graphical Presentation:

Does a Relationship Impact a Fan? Null: Most people who follow NFL Half or more are in relation◦Π<0.6

Alt: Most people who follow NFL Half or more are not in relation◦Π=>0.6

One Sample Proportion Test:

Does a Relationship Impact a Fan? Reject the null◦|Obs| > Crit

◦P-value < α-level Therefore, most people who follow NFL half or more are not in relation

Recap People are born and raised near favorite team.

Most fans do not share the same interest in teams with family and friends.

There is no gender bias in NFL fans. Positive correlation for age and yrs followed.

Positive correlation for yrs followed and season followed.

Most NFL fans are not in a relationship.

Future Development of Data Improve wording of survey questions◦Difficult to interpret ◦Get exact numbers from respondent

Get more diverse sample group◦Different age group◦Different background◦Geographic location

Future Development of Data Gather data from various markets Multiple methods of gathering data Further research data will include

Income of fans #of items owned with team name What is the level of importance for…

• Meeting players at games?• Team participation in the community?• Winning?• High scoring offense?• Low scoring defense?

Thank You Are there any questions?