Chiefs score near the bottom in annual NFL fan loyalty index


04/29/2013 7:44 PM

05/20/2014 10:43 AM

At least the Chiefs didn’t finish last in this ranking.

Befitting their 2-win 14-loss season, the franchise finished in the bottom five in a branding and marketing survey released Monday of all the NFL teams. Only the Cleveland Browns, Jacksonville Jaguars and Oakland Raiders were worse. Oakland actually finished last for the second consecutive year.

The Sports Fan Loyalty Index, conducted annually for the last 21 years by New York-based Brand Keys Inc., looks at more than wins and losses. It also looks at three more emotional measures such areas as franchise history and tradition, fan bonding (are players particularly respected and admired?) , pure entertainment (wins and losses, sure, but also how entertaining is their play) and authenticity (how well they play as a team).

The index was designed to help team management and NFL officials measure fan loyalty in home and national markets with an eye toward identifying areas, particularly emotional ones, that need brand reinforcement, said Robert Passikoff, Brand Keys founder and president.

Based on the index results, the Chiefs slipped six spots from 2012.

The top five teams this year: The New England Patriots, brand winners for the second year in a row; followed by the Green Bay Packers, Super Bowl champ Baltimore Ravens, the San Francisco 4934s, and the Indianapolis Colts.


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