S P E C I A L R E P O R T

P O W E R E D B YM O R N I N G C O N S U LTB R A N D I N T E L L I G E N C E

NFL FANS’FAVORITE BRANDS

Demographic

DEMOGRAPHICS

DATALAB:

CV

S H

ealth

Fav

orab

ility

0%

25%

50%

75%

100%

Nov. 21, 2016 Dec. 5, 2016 Dec. 19, 2016

CVS Health

MAP: FAVORABILITY

Very Favorable

NE: 10%

0% 40%20% 60%

VERY FAVORABLE

How we determined the rankings

Where the data comes from

Morning Consult tracks brand perceptions on more than 3,000 companies, products and brands by

conducting thousands of survey interviews with consumers across the globe every day.

Morning Consult tracks brand perceptions on more than 3,000 companies, products and brands by

conducting thousands of survey interviews with consumers across the globe every day. The data in

this report comes from Morning Consult Brand Intelligence, with the results on pages 2, 3, and 7 from

surveys taken between 6/1/19 - 1/14/20 among U.S. adults who say they use or purchase products from

the NFL at least once a month. An average of 416 such adults rated each of the brands. The results on

page 4 come from surveys taken between 6/1/19 - 1/14/20 among U.S. adults who say they have a

favorable opinion of each NFL team. An average of 264 fans of each team rated each of the brands.

The results on page 5 come from 10,795 survey interviews among U.S. adults, taken over four intervals:

5/1 - 5/15/17, 1/1 - 1/15/18, 1/1 - 1/15/19, and 1/1 - 1/15/20.

Ahead of the 2020 Super Bowl, Morning Consult conducted new research into the brands NFL fans

love. This report highlights the topline findings, including favorite brands in key categories, brands

that overperform with NFL fans, and the preferred chip and beer brand for every fanbase. This data

is only a small window into the expansive range of insights Morning Consult Brand Intelligence

o�ers on how consumer behavior interacts with the NFL.

Additionally, this report showcases new brand tracking data on the NFL, revealing the league’s

perception is rebounding two and a half years after the anthem-kneeling controversy, particularly

among Republicans.

LEARN MORE ABOUT BRAND INTELL IGENCE

BRAND INTELL IGENCE

2

NFL Fans’ Favorite Brands

These are the top performing brands in a range of key industries and product categories, ranked

by the share of NFL fans who say they have a favorable opinion of each brand. “NFL fans” are U.S.

adults who say they use or purchase from the NFL at least once a month.

3

CATEGORY BRAND FAVORABIL ITY

Overall

Beer

Liquor

Car

Chip

Soda

Apparel

Fast food

Car rental

Personalcare product

Airline

Food delivery

Insurance

Sportsentertainment

Non-sportsentertainment

Retailer

Tech

89%

61%

61%

76%

86%

81%

85%

83%

61%

84%

65%

48%

60%

76%

85%

87%

88%

Ritz Crackers

Budweiser

Jack Daniels

Chevrolet

Doritos

Coca-Cola

Levi’s

Pizza Hut

Enterprise

Dove

Southwest

Grubhub

Geico

ESPN

Netflix

Home Depot

Google

TM

4

NFL Fans’ Standout Favorite Brands

These are the brands that perform best among NFL fans, relative to the general population, ranked

by subtracting the share of NFL fans who say they have a favorable opinion of each brand from the

share of all adults who say the same. “NFL fans” are U.S. adults who say they use or purchase from

the NFL at least once a month. In case of a tie, brands are ordered by net di�erence to the next

decimal point (not displayed).

+1759%

42%

NFL fans All adults

HeinekenDi�erence

+1760%

43%MGM Grand

+1753%

36%Samuel

Adams Beer

+1761%

44%Columbia

Sportswear

+1670%

54%TBS

+1646%

30%Kayak

+16

+16

61%45%

Budweiser

62%47%

3M

+1568%

52%Nikon

+1563%

48%Boston Market

5

The Favorite Beer and Chip Brand for Every Fan Base

Determined by share of NFL team fans who say they have a favorable opinion of each brand. “NFL team

fans” are U.S. adults who say they have a favorable opinion of each team.

TEAM BEER CHIP

Arizona Cardinals

Atlanta Falcons

Baltimore Ravens

Bu�aloBills

Carolina Panthers

Chicago Bears

Cincinnati Bengals

Cleveland Browns

Dallas Cowboys

Denver Broncos

DetroitLions

Green Bay Packers

Houston Texans

Indianapolis Colts

Jacksonville Jaguars

Kansas City Chiefs

Heineken

Budweiser

Corona

Budweiser

Corona

Budweiser

Budweiser

Budweiser

Bud Light

Budweiser

Budweiser

Budweiser

Budweiser

Corona

Budweiser

Budweiser

Lay's

Tostitos

Doritos

Tostitos

Doritos

Lay's

Pringles

Ru�es

Doritos

Lay's

Doritos

Tostitos

Pringles

Ru�es

Doritos

Doritos

TEAM BEER CHIP

LAChargers

LARams

MiamiDolphins

Minnesota Vikings

New England Patriots

New OrleansSaints

New YorkGiants

New YorkJets

OaklandRaiders

PhiladelphiaEagles

PittsburghSteelers

SeattleSeahawks

San Francisco49ers

Tampa BayBuccaneers

TennesseeTitans

WashingtonRedskins

Corona

Heineken

Budweiser

Corona

Budweiser

Corona

Corona

Budweiser

Heineken

Heineken

Corona

Heineken

Budweiser

Corona

Heineken

Budweiser

Doritos

Doritos

Lay's

Doritos

Pringles

Doritos

Doritos

Ru�es

Lay's

Doritos

Doritos

Doritos

Lay's

Doritos

Tostitos

Doritos

6

The NFL’s Popularity Is at a Two-Year High

In early January, the NFL’s favorability hit its peak since the fall of 2017, when the controversy

surrounding kneeling for the national anthem began.

The improved standing of

the NFL is largely driven by

Republicans, who soured on

the league in late 2017.

Currently the net favorability

among Republicans is +32,

down from early 2017 but

much improved compared

to January 2018.

15

20

25

30

35

40

45

50

55

60

65

70

3/1/17

4/1/17

5/1/17

6/1/17

7/1/17

8/1/17

9/1/17

10/1/1

711/

1/1712/1/

171/1

/182/1/

183/1/1

84/1/1

85/1/

186/1/

187/1/1

88/1/

189/1/

18

10/1/1

811/

1/1812/1/

181/1

/192/1/

193/1/1

94/1/1

95/1/

196/1/

197/1/1

98/1/

199/1/

19

10/1/1

911/

1/1912/1/

191/1

/20

Favorability Positive buzz

4549

38

53

20

45

13

2

25

37

20 19

36

46

3532

0

5

10

15

20

25

30

35

40

45

50

55

All adults Democrats Independents Republicans

May. 2017 Jan. 2018 Jan. 2019 Jan. 2020

Trump first tweets negativelyabout NFL anthem-kneeling

Pre anthem-kneelingcontroversy

The bars represent the share of adults who have a favorable opinion of the NFL, minus the share who have an unfavorable opinion.

7

Ranking the Popularity of Every Team with NFL Fans

Below is the favorability rating for each NFL team among “NFL fans,” ordered by net favorability.

“NFL fans” are U.S. adults who say they use or purchase from the NFL at least once a month.

TEAM FAVORABLE UNFAVORABLE NET

Seattle Seahawks

Kansas City Chiefs

Green Bay Packers

Houston Texans

New Orleans Saints

Denver Broncos

Pittsburgh Steelers

San Francisco 49ers

Arizona Cardinals

Tennessee Titans

Philadelphia Eagles

Chicago Bears

Minnesota Vikings

Miami Dolphins

Indianapolis Colts

Atlanta Falcons

Carolina Panthers

Los Angeles Chargers

Los Angeles Rams

New York Giants

Tampa Bay Buccaneers

Cleveland Browns

Baltimore Ravens

Washington Redskins

New York Jets

Jacksonville Jaguars

Detroit Lions

Bu�alo Bills

Oakland Raiders

Cincinnati Bengals

Dallas Cowboys

New England Patriots

48%

44%

51%

43%

47%

47%

49%

45%

39%

37%

44%

43%

42%

41%

38%

41%

36%

33%

36%

38%

33%

34%

36%

35%

37%

29%

33%

30%

33%

27%

39%

41%

15%

14%

21%

13%

18%

20%

23%

22%

16%

15%

23%

22%

21%

21%

20%

23%

20%

19%

22%

25%

20%

22%

24%

24%

28%

22%

25%

24%

30%

24%

37%

43%

33

31

30

29

28

27

26

23

23

22

21

21

21

19

19

18

15

15

14

13

12

12

12

11

9

8

7

6

3

3

3

-2

BRAND INTELL IGENCE

Experience the Future of Brand Management

DATALAB: FAVORABILITY

CVS

Heal

th F

avor

abili

ty

0%

25%

50%

75%

100%

0%

25%

50%

75%

100% Pharmacies Industry Avg.

Nov. 21, 2

016 Dec. 5, 2016

Dec. 19, 2016 Jan. 2, 2017

Jan. 16, 2017

Jan. 30, 2017

CVS Health

Pharmacies Industry Average

BRAND ID:

Demographic

DEMOGRAPHICS

DATALAB:

CVS

Heal

th F

avor

abili

ty

0%

25%

50%

75%

100%

Nov. 21, 2

016

CVS Health

MAP: FAVORABILITY

Very Favorable

NE: 10%

0%

40%

20%

60%

VERY FAVORABLE

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