This might not be a surprising revelation, but the worst fans in the NFL call the Jacksonville Jaguars and Oakland Raiders their team. When we say “worst” here, what we’re really measuring is their willingness to spend money on their teams.
This is according to Professor Mike Lewis of Goizueta Business School at Emory University, who studies sports marketing assets.
Professor Lewis used what he calls Dynamic Fan Equity to determine his results. He had previously utilized two measures of engagement — Fan Equity and Social Media Equity — to come up with his conclusions. This new measure combines the two.
“The DFE measure leverages the best features of the two measures. Fan Equity is based on the most important consumer trait – willingness to spend. Social Equity captures fan support that occurs beyond the walls of the stadium and skews towards a younger demographic. The key insight that allows for the two measures to be combined is that there is a significant relationship between the Social Media Equity trend and the Fan Equity measure. Social media performance turns out to be a strong leading indicator for financial performance.”
Interestingly, both the Jaguars and Raiders appear to be trending up and could be in the playoffs this year if they continue their ascension. This comes after years of ineptitude and poor play, however, so these results aren’t that shocking.
On the flip side, the New England Patriots and Dallas Cowboys have the “best” fans in the NFL, according to this study.
Here is a full list of Professor Lewis’ rankings.
What this study does not measure is fan passion, which doesn’t always translate financially. Additionally, given some of the top teams on the list, it’s clear that winning isn’t a huge factor when it comes to spending money on one’s team.
Still, it is an interesting look at how fans engage with their teams.