WE THE FANS: sports in philadelphia RESEARCH STRATEGY GROUP loves sports. We are also passionate about understanding what makes sports fans tick.

With our presence in Philadelphia, we are acutely aware of the importance of sports to the culture and identity to The City of Brotherly Love. Their professional teams—the Eagles, 76ers, Phillies, Flyers & Union—have become integral to everyday life in the city, providing major highs and lows along the way.

Famous for their passion and vocality when it comes to sport, we wanted to learn more about the attitudes of Philly residents toward their local teams. We spoke to 200 residents in Greater Philadelphia about their following and impression of the five teams and how they economically and socially contribute to the city.

What did we learn? Philly is a better place because of its sports teams! n=200 online interviews conducted with Greater Philadelphia residents (the Pennsylvania counties of Philadelphia, Delaware, Bucks, Montgomery and Chester), June 28th – July 4th 2021 FOREWORD Philadelphia professional Pro sports are sports teams...

VITAL to Philly are a source of local pride 82% are important for the local economy 76% improve the reputation of the city 62%

Residents of the City of Brotherly Love largely agree, its professional sports teams provide local pride, are pivotal to the local economy Interestingly, 87% of females think teams and improve the reputation of Philadelphia to are a source of local pride (vs. 76% males) the outside world #1 “They put Philadelphia on the map” (60%) 7 in 10 52% 44% Philadelphia residents are #2 “They have of Philadelphia residents think say it is affordable to Eagles fans—by far the a strong history” the Phillies are a family- attend Phillies games most popular team (52%) friendly organization

Fly, Eagles, Fly! Phillies for Philly team snapshots Superstar Sixers Flyer Fandom 61% 56% 60% 54% of 76ers fans believe they of 76ers fans believe their of Flyers fans believe Wells of Flyers fans think have superstar players team is entertaining Fargo Center has a great in- they are the best fans stadium atmosphere don’t forget the DOOP!

The youngest of Philadelphia’s five professional sports teams is the Philadelphia Union. 7 in 10 2 in 10 are are The Union, based at Subaru Park in Chester aware of Philadelphia Philadelphia Union Union fans County, entered Major League Soccer in 2010, and last season was the most successful in their history, winning the Supporters Shield trophy. top associations

While, as expected, it lags the four major teams family-friendly team 46 of the city for awareness and support, there are affordable to attend games 39 encouraging signs for its growth for the future. good public image 33 Those who know what they are about, love what they offer! 94% The Philadelphia Eagles, winners of the Super Bowl in February 2018, are aware lead the way in terms of fandom in the city. They are some way ahead of any other professional sports team in Philadelphia, and this number one slot is consistent across age and gender. 68% It is clear how valued they are by the community. They are seen as putting are fans Philadelphia on the map and a sports franchise rich in history. However, it is isn’t just what they offer on the field, but also off it. Eagle fans are likely to think they are cared for by their team and that they give back 51% to the community. have positive impression of team PHILADELPHIA EAGLES 88% What makes the Phillies, the city’s baseball team, such a unique proposition is are aware its perception of being a team for every Philadelphian.

The Phillies have the best public image, according to the city residents. It is also true that they rank high in comparison to Philadelphia’s other sports team 49% when it comes to their players being good role models. are fans Citizens Bank Park also is viewed favorably. Residents are most likely to view the Phillies as a family-friendly franchise, provide affordable tickets and a positive in-stadium atmosphere. 39% have positive impression of team PHILADELPHIA PHILLIES 89% At the time of fieldwork, the Philadelphia 76ers had recently suffered an are aware agonizing playoff defeat to the Atlanta Hawks.

However, Sixers fans still hold their team in high regard. Their fans have the most positive impression of their own team. 43% are fans Furthermore, both among fans and the Philly population as a whole, they are largely perceived as a team of superstars, boasting 2021 NBA All-Stars Joel Embiid and Ben Simmons. 45% have positive impression of team PHILADELPHIA 76ERS 87% In recent years, the Philadelphia Flyers have gone viral across the are aware world for its highly-entertaining mascot, Gritty.

In the city, what makes the Flyers a unique sporting proposition is their ability to engage fans on and off the ice. Eagles aside, it ranks highly 42% among Philly residents for having a team that plays an entertaining are fans brand of hockey. Within the fanbase, there is a strong feeling that the Wells Fargo Center provides a great atmosphere and they are the best fans. 37% Furthermore, they are the most likely fan group to think their team have positive impression of team gives back to the community. PHILADELPHIA FLYERS The last 18 months have highlighted the importance of fans to the sporting experience. The return of spectators in recent months to arenas and stadia has been a welcome sight.

It is essential that professional sports teams get to know their fans on a deep and meaningful level. This will ensure they leverage their assets and activations correctly and identify how to improve and innovate for their fans’ needs.

Philly is very fortunate to have five strong teams that really encompass all that is good with the city. It is hugely important for them, and indeed any other professional team, to ensure that anything they do, inside or outside the arena, has their fans in mind.

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about the author

Daniel Taylor is an experienced global consultant and market researcher. In both agency and client-side roles, he has advised many brands on strategic initiatives and consumer engagement studies.

Daniel has rich industry expertise across the sectors of sport, leisure, travel, and tourism. Daniel measures the impact of advertising, sponsorship activations, and consumer experiences, offering guidance to brands on their engagement strategies with key stakeholders.

Daniel is a Brit based in Philadelphia. He has also spent several years in Canada and the UAE. [email protected]