Interestingly enough, all but three of the sponsoring brands have a higher awareness than the NBA and all but two brands have a higher nationwide appeal than the NBA. Where these brands all fall short is in the NBA’s top attribute categories of ‘Entertaining,’ ‘Exciting’ and ‘Fun.’
Beyond the thrill of corporate executives enjoying dunks, parties and defense-free basketball, the sponsoring brands are surely hoping some of the league’s excitement will be associated with their products. Of course the NBA is also a collection of individual player brands, and our colleagues at Nielsen have noted that the NBA’s most exciting players will all be on the court at All-Star weekend.
Here is a more detailed look at the NBA All Star Weekend Brand Sponsors.
E-Score Brand ranks more than 1,500+ national brands on awareness, appeal, 39 descriptive attributes, loyalty, purchase intent, etc.
E-Score Brand is conducted monthly among a representative sample of 1,500 respondents ages 13+.
Attribute scores represent the percentage of respondents, among those aware of the brand, selecting that attribute to describe the named brand.