Tuesday, December 2, 2008
The Most Recognizable Teams in Sport
Unfortunately I've only been able to get a hold of portions of this years index, but I do have last years entire list. Here's the 2008 index, and I'll post the 2007 total at the bottom.
This is what we can garner from the above image.
1. Football has the power: 4 of the top 5 are NFL franchises.
2. Success = Recognition: 15 of 20 teams made playoffs last year.
3. Basketball is a dying sport, the average American does not relate to the average basketball player.
4. The top 20 is basically a list of Who's Who of franchises.
5. Hockey fans are the most passionate: the 5 teams in the top 20 aren't major markets.
That is where I want to go with this. There is far too much stake put into having teams in "major markets" like New York, LA, etc. 3 of the bottom 5 teams in 2008 are in the Metro New York market. Yet we constantly hear about the relocation of NHL franchises from poor markets, and even expansion, in the near future. The next location? Toronto, the major hockey market. I don't agree, here's why.
Lets get hockey specific. Unfortunately I don't have full info for 2008, so I am using 2007 data, however, I don't think its a reach to say that these assumptions are legitimate. The 3 NYC hockey teams fell as follows...
New York Rangers 95What about the 2 LA teams?
New Jersey Devils 105
New York Islanders 111
Anaheim Ducks 77
Los Angeles Kings 107
And Toronto in 2007?
Toronto Maple Leafs 83
We can easily say these markets are completely over saturated with professional sports teams. New York has the Mets, Yankees, Knicks, Nets, Jets, Giants, Rangers, Devils, and Islanders. Am I missing anything? But large as these markets can be, they are not fanatical like the smaller markets. Call it bandwagon, call it what you will, but these cities cannot support every single team, in every single sport, that are located there. Who's buying season tickets to the Yanks, Knicks, Rangers, and Giants, aside from Donald Trump. Cities like Buffalo, Pittsburgh, and New Orleans are all small to mid-sized markets, yet they cling to their teams and consequently have the greatest brand recognition.
Buffalo: 2 Franchises. Sabres 14, Bills 40 (2007)
Pittsburgh: 2 Franchises. Steelers 3, Penguins 8
New Orleans: 2 Franchises. Saints 11, Hornets 14
Jacksonville: 1 Franchise. Jaguars 15
San Antonio: 1 Franchise. Spurs 7
Now I suppose it's time I come to my point.
It's obvious to me that the cities that do not have the full appropriation of franchises from the big 4 major sports leagues have the greatest team branding. Yet these leagues consistently try to pull more and more from markets that already are maxed out. There have been a number of articles stating that due the changing economic landscape that professional sports franchises will need to relocate. This seems most pertinent, and damning, to the NHL. Toronto is no different than any of the other major markets in North America. They have the Leafs, Buffalo is a mere hour away, and Ottawa isn't too far either (is it? I guessed). Why saturate another market, while threatening others?
This Turnkey index obviously proves a smaller market can succeed and build a fanbase. It works for any sport. Let me give another example. I grew up in Hershey, PA, home of the AHL's Bears. This small town, only of Chocolate fame, is part of the 63rd largest media market in the USA, as it's about 15 miles from Harrisburg. But it leads the AHL in attendance by over 1,000 people a game, averaging 8,479 persons per game, about 85% capacity, for minor league hockey. The Islanders, ranked 30th in NHL attendance, average 13,238, barely 80% capacity (and I've seen Islanders games, that number is inflated) for some of the best athletes (arguable in the Isles case) in the world. Atlanta is less than 75% capacity each night.
I'm not saying put a team in Hershey, that's ridiculous. What about Seattle (13th largest), Indianapolis (24th), Portland (25th), or Milwaukee (29th)? What about Salt Lake City (30th), Hartford (37th) or Toronto doesn't deserve another team, give a smaller market a chance, in an area where hockey is actually well received (I'm looking at you Atlanta), and I bet that team flourishes. BRING BACK THE WHALERS!
Find your team! 2007 Turnkey Index. The image is huuuuuuuuge, click to enlarge.
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