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Sports – teams and leagues – are just like brands.

And with deep respect to Yogi Berra, he was mistaken when he said, “Baseball is 90% mental and the other half is physical.” 

No, no, not that it was one of his classic “Berra-isms.” It turns out, loyalty to baseball (and football, basketball, and hockey) is actually 70% emotional and 30% rational.

There are emotional and rational loyalty and engagement drivers that sway fans’ attention, time, thoughts, and viewership – even command fans’ decisions to buy (and wear) particular jerseys, hats, scarves, or logos (locations varied and unspecified).

Mr. Berra was right when he said, “You can observe a lot by just watching,” which Brand Keys has been doing for 27 years when it comes to sports fan loyalty.

So, we invite you to listen to Robert Passikoff, founder and president of Brand Keys, and Mike Giambattista, Editor-in-Chief at The Wise Marketer, as they discuss some observations around “Sports League Loyalty.

Because it turns out, it is just like Yogi said, “If the people don’t want to come out to the ballpark, nobody’s going to stop them!”


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

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