Sports & Brands

NBA: The future of sports branding Sports & Brands

Executive Summary…………………………..………………………………….3

Finalize official images Brand Index: Top 20 Brands Advertising with NBA…………...4

Update page #s when finished NBA Trends ………………………………………………………..………………….7

NBA Audience Breakdown……………………………………..…....……..10

Athlete-Brand Partnership Highlights…………………………….....20

Methodology………..……………………….…………………………….……..…35

2 2 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Executive Summary An exploration of the NBA’s powerful brand ecosystem, The Harris Poll’s “NBA: The future of sports branding” report uncovers new insights into the NBA’s core audience and illustrates its influence as a marketing and branding juggernaut. Our research finds that:

• The NBA enjoys greater brand affinity among its fans than other major sports leagues

• The NBA has a large, young and diverse fan base undergirding its continued success and popularity

• Fans have evolving expectations around its future, and want to see more accountability among teams and more inclusiveness among broadcasters

• Brand-athlete sponsorships have a powerful impact on how fans perceive brands like Nike, Under Armour and Adidas

Brand Tracker: NBA Advertisers

To determine the effectiveness of the top advertisers in the NBA, The Harris Poll measured purchase consideration among NBA fans and the general public for a select sample of 20 current NBA sponsors during the 3-week period between March 23 and April 15, 2021.

EQUITY The perceived value of a company based on its reputation among its consumers – as captured by consumer ratings of the brand’s momentum and quality, their familiarity with the brand, and how likely they are to consider purchasing from the brand.

MOMENTUM QUALITY How consumers perceive a How consumers rate a given brand’s upward or downward brand’s overall quality. trajectory – based on their own experience and knowledge of the brand.

CONSIDERATION FAMILIARITY Price aside, how likely a How much a consumer is consumer is to buy a product relatively familiar with and aware or service from a given brand. of a given brand. 5 5 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Sports & Brands | NBA Brands with a higher lift have succeeded in appealing to NBA fans and driving them to buy their products – likely due to their ads, partnerships and sponsorships.

NBA Fans Gen Pop ∆ Consideration NBA Fans Gen Pop ∆ Consideration

77.0 62.8 +14.9 78.2 73.0 +5.2

83.3 71.6 +11.7 93.3 88.4 +4.9 | Purchase 93.3 82.1 +11.2 86.6 82.2 +4.4 80.3 69.2 +11.1 75.5 71.3 +4.2 94.8 84.4 +10.5 87.9 83.8 +4.1 94.7 84.7 +10.0 85.4 81.8 +3.5 92.5 82.9 +9.6

75.0 72.9 +2.1 86.6 79.1 +7.5

72.7 65.6 +7.1 81.6 81.3 +0.3

77.7 81.1 -3.4 Brand Tracker Tracker Brand Consideration 71.7 65.1 +6.6 6 6 Harris Insights & Analytics, A Stagwell LLC CompanyBase: US© 2018 Adults 18+; NBA Fans, 18+ from 3/23/2021 - 4/15/2021 Source: Harris Brand Platform TRENDS NBA Brand Equity Trends

35.6 When it comes to sports, fans keep the brand alive. The NBA’s total 59.1 equity among Americans is middling – 56%. However, across fans EQUITY of each major professional league, average equity score rises to 56.1 more than 70%, with NBA’s brand equity highest among its fan base compared to other leagues. People with an affinity toward a 84 particular brand – or even an industry – tend to have more 45.8 confidence in where it’s heading and the value it offers.

NBA Equity3 Equity2 Equity1 |

41 37.7 40.9 59.5 61.1 68.3 64.2 77.6 91.2 73.6

EQUITY EQUITY EQUITY EQUITY EQUITY 80.3 65.9 62.6 63.0 78.1 93.6 97.2 93.5 91.1 97.2 53 54.4 69.8 54.1 75.4

Momentum Consideration Quality Familiarity

↓ / ↑ Statistically significant difference relative to prior time period

Brand Equity Equity Brand 8 8 Harris Insights & Analytics, Base:A Stagwell US Adults,LLC Company 18+; NBA © 2018 Fans, 18+; NFL Fans, 18+; MLB Fans, 18+; NHL Fans, 18+; MLS Fans, 18+ from 3/23/2021 - 4/15/2021 Source: Harris Brand Platform Platforms & Brands | TikTok

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Harris Insights & Analytics, A Stagwell LLC Company © 2018 Sports & Brands | NBA A large, young, Who are today’s NBA fans? MALE and diverse fan 55% of Men 30% of Women AFFLUENT DIVERSE base 49% of HHI $100K+ 58% of Hispanics 44% of HHI <$50K 55% of Black Americans More than two in five Americans (42%) 37% of HHI $75-99K 35% of White Americans consider themselves to be NBA fans. 33% of HHI $50-74K

Young adults are the most engaged with the NBA. Millennials say they are NBA fans most often (60%) followed by Gen Zers (56%).

While unsurprising that men are considered YOUNG COASTAL another key fan base (more than half claim to be 60% of Millennials 52% of West fans), other key fan segments include those living 56% of Gen Zers 46% of Northeast in coastal regions of the U.S., members of high- 42% of Midwest income households and Americans of color. 39% of Gen Xers 26% of Boomers 34% of South

No, 58% Yes, 42%

Do you consider yourself an NBA fan? Among U.S. Population 11 11 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Base: 1,088 US Adults, 18+ from 3/30/21 – 3/31/21 Q1 Do you consider yourself an NBA fan? Sports & Brands | NBA More engaged How often are NBA fans watching games? than before

Two-thirds of NBA fans (66%) agree they 79% Watch games at are watching games more often this 66% least once a week season. Seventy-nine percent of NBA ”Compared to last season, I am fans currently watch games at least once watching games 25% a week, and a quarter (25%) claim to more frequently Watch games watch games every day they are played. this season.” every day they are played Younger fans are also watching games more often than older ones. Eighty-six percent of millennial NBA fans watch games at least once a week, and How often do you currently watch NBA games? 39% watch games every day they are played. Among NBA Fans Following closely behind millennials, 79% of Gen Z fans watch games at least once a week, and 30% NBA Fans 25% 36% 18% 13% 8% watch games every day they are played. Gen Z 30% 21% 27% 11% 10% Although Gen X has lower overall viewership Millennials 39% 34% 13% 12% 2% compared to their younger counterparts, more than half (53%) say they watch NBA games several Gen X 9% 53% 13% 12% 13% times a week. Boomers 11% 37% 27% 15% 11% 0% 20% 40% 60% 80% 100%

Every day that games are played Several times a week Once a week Several times a month Once a month or less often 12 12 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Base: 458 NBA Fans, 18+ from 3/30/21 – 3/31/21 Q2 How often do you currently watch NBA games? Sports & Brands | NBA More intimate, Public spaces took a backseat this season… virtual viewing

With fans saying they are watching 80% Compared to last season, I am watching fewer games more often this season, it’s no games in public spaces (e.g., bars, restaurants) this season. wonder 74% of fans also agree that the NBA has become more popular over the past year. However, over the past year, how fans watch games has changed. I would not be comfortable going to 63% a live NBA game regardless of the safety precautions. Public spaces have become less popular viewing areas with nearly two-thirds (63%) of fans agreeing they would not feel comfortable going to a live NBA game, when surveyed in April, regardless of COVID-19 precautions and 80% agreeing they are While private & virtual spaces became the norm… watching fewer games in public spaces this season.

Instead, fans have increased the time spent watching games with friends and family, and more 61% Compared to last season, I am watching than half watch games using the official NBA app. more NBA games with friends or family this season.

This season, I am watching 56% NBA games using the official NBA app.

13 13 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Base: 458 NBA Fans, 18+ from 3/30/21 – 3/31/21 Q4 Having read information regarding safety measures for the 2020-21 NBA season, how much do you agree or disagree with each of the following? Sports & Brands | NBA Still keeping What do fans think of COVID protocols? their distance Although fans appreciated that the NBA took COVID-19 precautions, most still planned to stay away from live games for this season.

NBA fans overwhelmingly agreed the NBA had taken the right precautions (e.g., reduced capacity, COVID-19 testing) to ensure the safety of its players (87%) and of fans in attendance at games (85%). However, 63% of fans still say they would not be comfortable going to a live NBA game 87% 60% regardless of the safety precautions. The NBA has taken the The current right precautions to gameplay format is During the pandemic, teams adopted new formats for live games, incorporating canned crowd noise ensure the safety of its enjoyable to watch and video boards or cutouts of fans to simulate players the live game experience. And fans didn’t seem to mind, with 60% agreeing this current gameplay format is enjoyable to watch. 85% The NBA has taken the right precautions to ensure the safety of the fans that attend in-person games 14 14 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Base: 458 NBA Fans, 18+ from 3/30/21 – 3/31/21 Q2 How often do you currently watch NBA games? TRENDS An Evolving American Pastime

An increase in three-point shots over the last 20 years means fewer dunks and near-net plays, but NBA fans don’t seem Watch more games: Enjoy more: to mind. Most fans are either unaffected 36% 41% by “the three-pointer revolution” or say they enjoy watching games more because of it.

According to Basketball Reference Statistic, today nearly 40% of NBA shots are three-pointers No change in number of games No change in compared to 28% five years ago, 22% ten years enjoyment: ago and 17% twenty years ago. watched: 46% 38% About half of fans (46%) say the increase in three- pointers has not affected how many games they watch, and more than a third (36%) say they are watching more games given the increase. In fact, Watch fewer games: Enjoy less: two in five fans (41%) say they enjoy watching 18% 20% games more this season because of the increase in three-point shots. Compared to previous seasons, how much Compared to previous seasons, how much has the increase in the number of three- has the increase in the number of three- pointers affected the number of games you've pointers affected your enjoyment of the watched this season? games you've watched this season?

16 Base: 458 NBA Fans, 18+ from 3/30/21 – 3/31/21 16 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Q6 Compared to previous seasons, how much has the increase in the number of three-pointers affected your enjoyment of the game this season? Q7 Compared to previous seasons, how much has the increase in the number of three-pointers affected the number of games you watch this season? Sports & Brands | NBA On the court Over the last few years, it has become more effective for players to shoot three- pointers instead of taking shots closer to the basket.

According to FiveThirtyEight, between the 2013-14 season and the 2017-18 season, the average NBA shot yielded 1.02 points. However, based on the likelihood of successful shots, shooting very close to the basket or beyond the three-point arc were the most effective opportunities to score more points on average.

NBA players make only 40% of their shots between 8 and 9 feet from the rim, and this number only drops slightly to 35% between 25 and 26 feet from the rim. Shot selection in the middle range and beyond the three-point arc both have a success rate between 35% and 45%. Consequently, players now aim to maximize potential points by making more three-pointer shots instead of mid-range two-pointer shots with the same odds for success.

On the sidelines Most NBA fans agree that… NBA fans want more evenly-matched teams and more accountable treatment of players by their teams. A salary cap or maximum salary is necessary to maintain a level playing field among 84% Most fans agree the NBA has too many superstar professional basketball players. players concentrated on the most well-known teams. And fans are overwhelmingly in support of a salary cap to maintain a level playing field among NBA players that are requesting being traded league players. to a different team should not be allowed to 80% refuse to play games with their current team. Although most fans say that players requesting a trade should not be allowed to refuse to play games with their current team, NBA fans also The NBA has too many superstar players agree that teams should not be allowed to bench 75% concentrated on the most well-known teams. players they plan to trade to other teams.

NBA fans also believe players should be entitled to PTO like professional employees in other NBA players should be entitled to paid time off industries. or personal days like employees in other 73% industries.

NBA teams should not be allowed to bench players that they intend to trade to a different 69% team.

18 18 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Base: 458 NBA Fans, 18+ from 3/30/21 – 3/31/21 Q5 How much do you agree or disagree with each of the following statements about the NBA? Sports & Brands | NBA

And off the court The majority of NBA fans agree that… Fans would also like to see the NBA make greater efforts in diversity and inclusion.

Three-quarters of NBA fans agree the NBA should make a greater effort to elevate commentators who identify as women and people of color. 77% The NBA should make a concerted effort to feature Fans are a bit more divided on whether the NBA should update its logo. Still, most agree the logo commentators who identify as women should be changed from the silhouette of Jerry West to that of a Black player. 75% The NBA should make a concerted effort to feature commentators who identify as people of color

56% The NBA logo should be changed from the silhouette of Jerry West to the silhouette of a Black player

19 19 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Base: 458 NBA Fans, 18+ from 3/30/21 – 3/31/21 Q5 How much do you agree or disagree with each of the following statements about the NBA? BRANDS Winning Partnership Tactics

20 20 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Sports & Brands | NBA The NBA is changing, and its advertisers need to evolve with it. The current positioning of NBA advertisers among fans shows that while some brands have carved niches for themselves, the brands with highest lift in consideration convey a sense of energy and looking ahead without being too eccentric.

NBA advertisers are often perceived as everyday, straightforward, reliable brands. However, brands that are more associated with being energetic, fun, and unconventional are the most correlated with larger lifts in consideration among NBA fans.

Perception of Advertiser Brands Among NBA Fans Stable

Canada Goose Old-fashioned

Energized Wholesome

Traditional Fun Brandscape Unique Classy Michelob Ultra Common | Refined Bold Young NBA DraftKings CarMaxSocially consciouisGatorade Energetic Intelligent Microsoft SophisticatedFanDuel Unconventional Hennessy Pepsi Corporate Premium AT&T Innovative Visionary Wilson Simple Taco Bell Hip Confident Kia Vehicles Practical Adidas Futuristic Dependable Customer centric Puma Smart Nike Trustworthy Trendsetters New Balance Straightforward & Reliable Under Armour Good value

Stylish DoorDash The Index Dynamic 21 21 Harris Insights & Analytics, Base:A Stagwell NBA LLC Fans, Company 18+ from © 2018 3/23/2021 - 4/15/2021 Source: Harris Brand Platform Sports & Brands | NBA Brands can use athletes to influence their perceptions among core audiences by choosing to partner with players who align with their current market perceptions or choosing players who already possess the personas those brands aim to emulate.

More closely aligned with being fun and energetic, top NBA players like James Harden, LeBron James, and Steph Curry offer brands the chance to appear more energetic, fun, and refined without becoming too eccentric among NBA fans. Perception of Advertiser Brands & Players Among NBA Fans

Stable Canada Goose

Old-fashioned Wholesome Energized Traditional Driving differentiation Fun and energy while Classy Michelob Ultra

Brandscape Bold Unique maintaining a sense of

| Young Common Refined NBA stability – helping to DraftKings CarMax Socially consciouisGatorade Sophisticated Energetic Intelligent Microsoft boost consideration FanDuel Unconventional Hennessy Pepsi Corporate Premium AT&T Innovative Visionary Wilson Simple Taco Bell Hip Confident Kia Vehicles Practical Adidas Dependable Customer centric Puma Smart Nike Futuristic Trustworthy New Balance Trendsetters Straightforward & Under Armour Good value Reliable

Stylish DoorDash The Index Dynamic 22 Base: NBA Fans, 18+ from 3/23/21 to 4/15/21 22 Harris Insights & Analytics, Source:A Stagwell Harris LLC Company Brand Platform © 2018 Note: Data regarding perceptions of specific players was collected during an independent study among US Adults, 18+ from 3/30/21 to 3/31/21. For more information, see Methodology. Sports & Brands | NBA Athletes are How do NBA fans view top players? confident and energetic brands

Overall, NBA fans view top NBA players as confident, energetic, bold, and fun – perfect for advertisers looking to tap into these attributes to strengthen or reposition their brands.

Among NBA fans, top attributes for both James Harden and LeBron James are confident, energetic, and intelligent. However, LeBron James has established a niche for being viewed as more trustworthy and socially conscious – while James Harden is viewed as being more unconventional James Harden presents a LeBron James presents a Steph Curry presents a and practical compared to LeBron James. confident, energetic, confident, smart, confident, dependable intelligent and smart brand energetic, and bold brand brand to fans and stands Although James Harden and LeBron James have largely similar perceptions among NBA fans, Steph to fans and stands out for to fans and stands out for out for being fun and Curry stands out for being more traditional, fun, being unconventional and being trustworthy and intelligent compared to young and sophisticated. practical compared to socially conscious other players other players compared to other players

23 Base: US Adults 18+ aware of specific NBA players* from 3/30/21 – 3/31/21 23 Harris Insights & Analytics, A Stagwell LLC Company © 2018 * 421 adults aware of James Harden; 442 adults aware of LeBron James; ; 445 adults aware of Steph Curry Q9b, 10b, 11b Which of the following words would you use to describe [the following player]? Sports & Brands | NBA Determining a Athlete-Brand Correlations Among NBA Fans James Harden LeBron James Steph Curry positioning Wilson 0.615 0.610 0.662 Nike 0.511 0.634 0.519 Microsoft 0.495 0.598 0.474 tactic Body Armor 0.432 0.508 0.510 New Balance 0.424 0.620 0.511 Branding strategies that utilize athletes Gatorade 0.405 0.497 0.467 will be dependent on the strength of DraftKings 0.394 0.442 0.669 associations between an athlete and a Under Armour 0.375 0.438 0.407 brand as well as on the brand’s overall Verizon 0.316 0.253 0.256 goal. McDonald’s 0.311 0.350 0.362 Adidas 0.263 0.369 0.438 Brands that want to maintain or strengthen their Chase 0.262 0.384 0.152 perceptions in the market should partner with Blaze Pizza 0.229 0.362 0.453 athletes who are well-aligned with their current Puma 0.224 0.135 0.413 brand perception (i.e., athletes with higher positive Hennessy 0.221 0.462 0.272 correlations). CarMax 0.197 0.251 0.481 Nissan 0.189 0.230 0.351 Brands that want to reposition should partner Pepsi 0.170 0.295 0.266 with athletes that possess a desirable perception Kia 0.156 0.196 0.537 among the target audience even if the correlation DoorDash 0.131 0.266 0.308 with the brand is lower (i.e., athletes with lower Canada Goose 0.040 -0.036 0.245 correlations but a desirable balance of attributes Michelob Ultra -0.007 0.020 0.315 among the target audience). Taco Bell -0.055 0.090 0.113 Dunkin’ -0.066 0.143 0.130 FanDuel -0.174 0.005 0.177

Base: US Adults, 18+ aware of specific NBA players* from 3/30/21 – 3/31/21 24 * 421 adults aware of James Harden; 442 adults aware of LeBron James; 445 adults aware of Steph Curry 24 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Q9a, 10a, 11a Which of the following brand endorsements do you associate with [the following player]? Note: Data regarding certain brands was sourced from the Harris Brand Platform from 3/23/21 to 4/15/21. For more information, see Methodology . Sports & Brands | NBA Who do fans Brand Endorsements NBA Fans Associate with associate with James Harden James Harden? 47% When asked to indicate how aligned each brand is with James Harden, nearly half of NBA fans associated James Harden with Adidas, likely due to his actual partnership with the brand. 30%

Sports and electronics brands were also moderately associated with James Harden while financial and insurance brands were less aligned with James Harden’s brand among NBA fans. 26%

23%

16%

25 25 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Base: 421 NBA Fans, 18+ aware of James Harden from 3/30/21 – 3/31/21 Q9a Which of the following brand endorsements do you associate with James Harden? Sports & Brands | NBA

Brand Athlete-Brand Correlation: Off-Brand associations are 26% weaker than fans among NBA fans expect Despite the low correlation, both NBA fans and the general population showed mild Although 47% of fans say Adidas is associated with James Harden, in reality, Watch Here enjoyment of the campaign NBA fans only see the brand and the athlete as 26% correlated.

Both NBA fans and the general population reported enjoying the recent #HardenVol5 video Viewer Enjoyment of Campaign Over Time ad, with NBA fans enjoying it more than the average American viewer. 25 Very Enjoyable 15

Moderately Enjoyable

25 to 25) 5 -

0 5 10 15 20 25 30 35 40 45 50 55 60 -5 Moderately Unenjoyable -15 Enjoyment ( Very Unenjoyable -25 Seconds

General Population NBA Fans 26 26 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Base: 1,088 US Adults, 18+; 458 NBA Fans, 18+ from 3/30/21 – 3/31/21 Q12 As you are viewing the following ad featuring James Harden, please drag the slider to rate your level of enjoyment. Sports & Brands | NBA Bringing new perceptions to 26% Correlation Adidas Partnership

Although Adidas and James Harden have different associations among NBA fans, James Harden may represent an opportunity for Adidas to build clout with NBA fans that goes beyond its rep as a stylish athleisure brand. Confident Energetic Intelligent Smart Bold Top Athlete

The correlation between NBA fans’ perception of Perceptions James Harden and of Adidas is generally weak at 46% 38% 37% 36% 33% just 0.26.

However, with fans most associating Harden with traits like ‘confident’ and ‘energetic’ — attributes highly correlated with lifts in brand consideration — he may have helped boost consideration for Adidas among NBA fans.

Top Brand Dependable Stylish Good Value Trustworthy Hip Perceptions 46% 45% 42% 37% 35%

27 Base: NBA Fans, 18+ from 3/23/21 to 4/15/21; 421 NBA Fans, 18+ aware of James Harden from 3/30/21 – 3/31/21 27 Harris Insights & Analytics, A Stagwell LLC Company © 2018 NBA fans’ perceptions of the brand Adidas were correlated with their perceptions of James Harden to determine the degree to which the partnership was on-brand. Sports & Brands | NBA Who do fans Brand Endorsements NBA Fans Associate with associate with Lebron James LeBron James? 61% 35% When asked to indicate how aligned each brand is with LeBron James, most NBA fans 27% associated the athlete with Nike, likely due to his actual partnership with the brand. 25% Fewer fans associated him with his other partnerships with brands like Sprite, Beats 22% and Blaze Pizza. 20%

22%

19%

17%

15%

11%

13%

28 28 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Base: 442 NBA Fans, 18+ aware of LeBron James from 3/30/21 – 3/31/21 Q10a, 11a Which of the following brand endorsements do you associate with LeBron James? Sports & Brands | NBA

Fans have clear Athlete-Brand Correlation: On-Brand perception of 63% LeBron-Nike among NBA fans relationship Both NBA fans and the general population moderately enjoyed the campaign. Sixty-one percent of fans say Nike is associated with LeBron James. Even Watch Here when evaluating both LeBron James and Nike separately, NBA fans unconsciously perceive a 63% correlation between the two. Viewer Enjoyment of Campaign Over Time

Both NBA fans and the general population 25 COVID-19 reported enjoying Nike’s “Never Too Far Down” ad Very Enjoyable referenced film featuring LeBron as narrator. Moreover, NBA 15 fans enjoyed it more than the average American Moderately Enjoyable

25 to 25) 5 viewer. -

0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 Despite viewers’ overall enjoyment of the ad, there -5 Moderately Unenjoyable was a slight dip after the first minute when COVID- -15 19 was referenced. Given the strength of both Enjoyment ( Very Unenjoyable brands, mentioning such a controversial topic was -25 unlikely to have a serious adverse effect on the Seconds campaign. General Population NBA Fans 29 29 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Base: 1,088 US Adults, 18+; 458 NBA Fans, 18+ from 3/30/21 – 3/31/21 Q13 As you are viewing the following ad featuring LeBron James, please drag the slider to rate your level of enjoyment. Sports & Brands | NBA Maintaining the Nike brand 63% Correlation Nike and LeBron James align as Partnership confident and energetic brands among NBA fans, but LeBron James brings intelligence and boldness to the brand partnership while Nike supplies style and value.

The correlation between how NBA fans perceive LeBron James and Nike is moderately strong at 0.63.** Confident Intelligent Energetic Smart Bold Top Athlete Perceptions Though there is overlap between the two’s 51% 43% 42% 40% 37% characteristics, Lebron James is perceived to be bolder and more intelligent than Nike, further elevating the brand and its relevance.

*For LeBron James, Trustworthy was <1% below Bold, revealing that both brands bring a sense of trust to the partnership.

Top Brand Stylish Confident Energetic Good Value Trustworthy Perceptions 56% 43% 41% 40% 40%

30 Base: NBA Fans, 18+ from 3/23/21 to 4/15/21; 442 NBA Fans, 18+ aware of LeBron James from 3/30/21 – 3/31/21 30 Harris Insights & Analytics, A Stagwell LLC Company © 2018 NBA fans’ perceptions of the brand Nike were correlated with their perceptions of LeBron James to determine the degree to which the partnership was on-brand. Sports & Brands | NBA Who do fans Brand Endorsement NBA Fans Associate with associate with Steph Curry Steph Curry? 56% When asked to indicate how aligned each brand is with Steph Curry, more than half of NBA fans associated Under Armour with Steph Curry likely due to his actual 23% partnership with the brand.

25%

19%

21%

31 31 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Base: 445 NBA Fans, 18+ aware of Steph Curry from 3/30/21 – 3/31/21 Q11a Which of the following brand endorsements do you associate with Steph Curry? Sports & Brands | NBA

More than meets Athlete-Brand Correlation: Off-Brand the eye 41% Despite their multi-year partnership, among NBA fans Under Armour and Steph Curry are only somewhat associated among NBA fans. Both NBA fans and Americans in general However, it continues to represent an opportunity for Under Armour to build its moderately enjoyed the campaign – reputation. positively influencing how fans see Under Watch Here Armour. The enjoyment among both the general population and, especially, among NBA fans when watching Under Armour’s #ChangeTheGameForGood video ad shows fans’ receptiveness to content that includes Steph Viewer Enjoyment of Campaign Over Time Curry, presenting an opportunity for the brand to continue building positive perceptions with fans 25 through its extended partnership. Very Enjoyable 15

Moderately Enjoyable

25 to 25) 5 -

0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 -5 Moderately Unenjoyable -15 Enjoyment ( Very Unenjoyable -25 Seconds

General Population NBA Fans 32 32 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Base: 1,088 US Adults, 18+; 458 NBA Fans, 18+ from 3/30/21 – 3/31/21 Q14 As you are viewing the following ad featuring Steph Curry, please drag the slider to rate your level of enjoyment. Sports & Brands | NBA Keeping things fresh 41% Correlation Among NBA fans, Steph Curry and Under Partnership Armour currently appear as a moderately matched partnership, but there could be more at play.

The correlation between how NBA fans perceive Steph Curry and Under Armour is 0.41, but their top perceptions still differ significantly.

Steph Curry brings coolness to a brand mainly Fun Confident Dependable Intelligent Energetic Top Athlete recognized for good value, style, and simplicity. Perceptions Additionally, with ‘confident’ and ‘fun’ as top traits, 58% 49% 48% 45% 43% Under Armour’s partnership with Steph Curry may prove effective in reinvigorating Under Armour’s brand image among NBA fans.

Top Brand Good Value Stylish Smart Simple Practical Perceptions 38% 33% 30% 29% 25%

33 Base: NBA Fans, 18+ from 3/23/21 to 4/15/21; 445 NBA Fans, 18+ aware of Steph Curry from 3/30/21 – 3/31/21 33 Harris Insights & Analytics, A Stagwell LLC Company © 2018 NBA fans’ perceptions of the brand Under Armour were correlated with their perceptions of Steph Curry to determine the degree to which the partnership was on-brand. Platforms & Brands | TikTok

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The brand index was determined by measuring the change in consideration between NBA fans and the U.S. general population during the beginning and end of the data collection period. Brand equity data for this report, including the values for the Consideration metric, were collected from March 23, 2021, to April 15, 2021, using The Harris Poll’s Brand Platform.

Additional consumer insights used in cross-analysis were derived from a survey conducted online within the United States from March 30, 2021, to March 31, 2021, among 1,088 adults (aged 18 and over) by The Harris Poll. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was used to adjust for respondents’ propensity to be online.

All sample surveys and polls, whether they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, the words “margin of error” are avoided as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in our surveys. The data have been weighted to reflect the composition of the adult population of each metropolitan area. Because the sample is based on those who agreed to participate in the online panel, no estimates of theoretical sampling error can be calculated.

Responses for both brand index and consumer insights studies were tested for statistical significance using a Z-test with a confidence level of 95% and a Z-test with a confidence level of 90%. 35