Stagwell Firms to Track Sports Fan Base Momentum

Two Stagwell Group sister companies, marcoms consultancy Allison and MR firm The Harris Poll have launched the Sports Momentum Index, a monthly consumer poll measuring momentum in support for established and up-and-coming sports, and analysing the reasons for it.

The poll will examine fans' impressions of each sport's cultural relevancy and personal relevance, and the depth of their engagement. Reporting will in time track and explain the 'ebb and flow' in popularity of emerging sports, over the course of a season and year, with features on particular sports in each month. Allison Sports and the Sports Practice of the Harris Poll will also publish a monthly audio and video podcast summarizing the findings, with guest comments.

The first edition, for June, looks at the rise of 'new' leagues in 2024, suggesting that those with the greatest momentum are:

1. Professional Pickleball: Index Score: 59.41
2. Professional Women's Hockey (PWHL): Index Score 56.63
3. Professional Flag Football (AFFL): Index Score 55.30
4. Professional Lacrosse: Index Score 54.79
5. Professional Surfing: Index Score 54.40
6. National Football League (NFL): Index Score 54.35.

This month's spotlight looks at the rise of the WNBA and the emergence of the first 'household name' female collegiate basketball player, Caitlin Clark.

Jennifer Musil, MD of the Sports Practice at The Harris Poll, comments: 'The data makes clear the exciting new opportunities for leagues and brands as a new 'big bang' of sports is happening - from growing fan bases around new leagues, the increasing star power of female athletes, and the evolution of mainstream leagues. Today's fans see sports as part of their identity, are connecting with others around that fandom, and they are ready to spend'.

Web sites: www.allisonworldwide.com , and www.stagwellglobal.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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