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Survey: Perceptions of Canadian sports brands
By Adnews Staff
Insightrix Research of Saskatoon has released the results of a survey of Canadian sports team brands. The company conducted the survey in association with the Phoenix Group of Regina. According to the results, the Montreal Canadiens have the "strongest" brand among professional sports teams in Canada, followed by the Toronto Maple Leafs, the Saskatchewan Roughriders and the Toronto Blue Jays.
Approximately 2,600 sports fans in Calgary, Edmonton, Hamilton, Montreal, Ottawa, Regina, Toronto, Vancouver and Winnipeg were polled on their perceptions of the country's professional hockey, football, baseball, basketball and soccer teams. The survey measured respect, perception of popularity, perception of fan loyalty and perception of stadium atmosphere. It also asked respondents to name the first sports brand that came to their minds.
"Randomly-selected sports fans were polled in nine Canadian metro areas that are home to professional sports franchises," said Mario Caceres, a senior research executive at Insightrix. "Results were weighted to accurately represent the population in each metro area as a percentage of the national population and by the proportion of followers of each sports league in those areas. The top four brand rankings were developed using a statistically-valid combination of the team's rankings in each of the categories surveyed."