1. Which of the following companies will have the biggest impact on media rights deals within the next five years?

Amazon – 64%
Google – 8%
Facebook – 8%
A new company in the field – 5%
Apple – 3%
Hulu – 1%
Twitch – 1%
Twitter – 1%
Not sure / No response – 9%

2. As a brand executive, what percentage of sponsorship rights fees would you budget for measurement and valuation? (Write-in response)

AVERAGE – 13%

3. Who does a better job of measuring the effectiveness of sponsorships?

The brand – 62%
The property – 29%
Not sure / No response – 9%

4. How will the competitive balance in the NBA look in ten years?

Centered around a few super teams – 73%
Equitable talent distribution – 24%
Not sure / No response – 3%

5. In ten years, what will be the role of individual NBA players in marketing by sponsors?

Bigger role – 52%
The same role as today – 40%
Smaller role – 5%
Not sure / No response – 3%

6. How many, if any, teams will be added to the NBA by 2028?

0 – 20%
1 – 9%
2-3 – 57%
4-5 – 2%
6+ – 1%
Not sure / No response – 11%

7. Has the recent Nike ad campaign featuring Colin Kaepernick helped or hurt Nike’s brand?

Helped – 59%
Hurt – 21%
No effect – 15%
Not sure / No response – 5%

8. Which major sports league is most likely to have a non-U.S. or Canadian franchise first?

NFL – 47%
NBA – 21%
MLS – 17%
MLB – 9%
NHL – 2%
Not sure / No response – 4%

9. As the NHL looks to diversify their fan base, who should spearhead the initiative?

The league office – 51%
Individual teams – 45%
Not sure / No response – 4%

10. Which of the following tactics would be most impactful on growing the NHL’s fan base?

Outreach programs to get more people playing hockey – 37%
Broader distribution of games on TV / online – 30%
Social media engagement – 14%
Elevating the live experience – 13%
Not sure / No response – 6%

11. Which of the following leagues would most benefit from the introduction of a “Rooney Rule” (NFL’s policy requiring teams to interview ethnic-minority candidates for head coaching and senior football operations jobs)?

MLB – 36%
NHL – 24%
NBA – 7%
MLS – 4%
Not sure / No response – 29%

12. How many times do you plan to watch the League of Legends World Championships over the course of the tournament in October?

0 – 88%
1 – 6%
2-5 – 3%
6-10 – 0%
11+ – 0%
Not sure / No response – 3%

13. Thinking about your own particular business, what best describes your confidence level regarding the next 12 months for your own business?

7 – Extremely optimistic – 14%
6 – Very optimistic – 35%
5 – Somewhat optimistic – 34%
4 – Neither optimistic nor pessimistic – 12%
3 – Somewhat pessimistic – 3%
2 – Very pessimistic – 3%
1 – Extremely pessimistic – 1%
Not sure / No response – 0%

The Turnkey Sports Poll is a monthly survey of 2,500 sports industry executives representing teams, leagues, governing bodies, facilities, media, events, agencies and brands. The poll covers current events and topics affecting sports business and takes 2-3 minutes to complete. Results are published in the SportsBusiness Journal and on Turnkey’s website. To be considered as a TSP panelist, please click here and enter your business contact information.