In May 2014, Insightrix Research conducted a study with 2,676 sports fans throughout Canada in order

to determine which professional sports teams in the country had the strongest brand perception.

The survey was conducted again this year, with several enhancements explained in the following slide.

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TOP SPORTS BRANDS

IN CANADA 2015

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2015 TOP SPORTS BRANDS IN CANADA

SPONSOR Brands

Sponsor brands were also

tested to determine fans’

affinity to each brand, based

on their location and team

preference.

CROSS-LEAGUE Analysis PREDICTIVE Analysis

A predictive element

where fans tried to guess

the outcome of the survey

was implemented to add

more strength to the data.

The professional sports

teams were evaluated across

the leagues as opposed to

just within their leagues.

n n

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2015 TOP SPORTS BRANDS IN CANADA

TEAMS BRAND EQUITY

To determine which professional sports

teams from the top professional leagues

(CFL, MLB, MLS NBA, and NHL) have the

strongest brand equity among fans across

all of Canada.

SPONSORS & SPORTS

BRANDS

To examine the relationship between a

specific Canadian professional sports

team and the sponsor brands.

REGIONAL ANALYSIS

To determine differences and similarities

by region and city.

🚀 ) s

The main objectives of this study are:

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METHODOLOGY OVERVIEW

ONLINE SURVEY

Online survey conducted in the nine

Canadian cities hosting professional sports teams

(Calgary, Edmonton, Hamilton, Montreal, Ottawa,

Regina, Toronto, Vancouver, and Winnipeg).

📣 SAMPLE SIZE

A total of 2,700 national sports

fans were consulted. Three hundred surveys

completed in each city.

REPRESENTATIVE

Population weights applied

relative to each city/region as per Census

Data.

Weights used: Calgary 7%, Edmonton 7%,

Hamilton 4%, Montreal 22%, Ottawa 7%,

Regina 3%, Toronto 32%, Metro Vancouver

14%, Winnipeg 4%.

PROFILE OF RESPONDENTS

Participants are qualified fans of any of the professional

sports leagues. No quotas were set for the leagues as the

proportion of fans for each sports league fell naturally.

OVERVIEW

A Sports Fan is defined as someone who has done at

least one of the following in the past 12 months:

• Attended a game

• Purchased merchandise for personal use

• Watched at least half of a live game on TV or web

stream

The study included

• 21 sports teams

• 21 sponsor brands

The study was fielded April 21st, 2015 to May 6th, 2015.

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MODEL OVERVIEW

Sports fans were asked questions regarding their perceptions and outcome predictions on specific attributes relating to all Canadian professional sports teams (21) from

the major five leagues (CFL, MLB, MLS, NBA, and NHL).

🎫 ★

PERCEPTION ON HAVING THE

BEST STADIUM/ARENA

ATMOSPHERE

PERCEPTION OF HAVING

MOST LOYAL FANS TOP OF MIND

RESPECT FOR TEAM

DIRECT COMPARISONS WERE MADE ACROSS ALL TEAMS FROM ALL LEAGUES.

Model includes:

Each of the attributes above is weighted according to our model design and

results are calculated into a SPORTS BRAND EQUITY INDEX.

$

🎯 PERCEPTION OF

POPULARITY

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SPONSOR BRANDS

This year, consumer brands sponsoring professional sports teams were also examined.

Besides collecting perceptions about the professional teams, sports fans were also asked questions regarding

their perceptions of the major consumer brands (21) sponsoring professional teams.

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SPONSOR BRANDS

The following brands were included in the study:

Brands

Boston Pizza

Old Dutch

Tim Hortons

J.P. Wiser’s

Miller

Budweiser

Nike

Adidas

Sport Chek

Canadian Tire

Kia

Dodge

Ford

Nissan

Honda

TD Canada Trust

Scotiabank

BMO (Bank of Montreal)

Rogers

Telus

Bell

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SPONSOR BRANDS METHODOLOGY OVERVIEW

Sports fans were asked questions regarding their perceptions on specific attributes relating to brands that might be sponsoring some of the professional sports teams

in Canada.

🔗

★

BRAND ASSOCIATION WITH

TEAMS

LIKEABILITY

TOP OF MIND

BRAND LOYALTY

SPONSOR BRANDS WERE ALSO TESTED

Model includes:

$

🏆 REPUTATION

VALUE IN RELATION TO

PRICE

Respondents were given two minutes to answer an

association question, where they were given a team

name and were asked to match the sponsor.

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⚒ 🔗

✎

👤

SURVEY OUTLINE

• Ratings on teams based on personal opinion

• Five key attributes tested with direct

comparisons across leagues

PERCEPTION OF TEAMS

• Brand linkage to the teams

• Five key attributes tested

SPONSOR BRAND AFFINITY

Only fans from the 5 major

leagues were qualified for the

survey

SCREENER

• Ratings on teams based on

expected (predictive)

outcomes

• Five key attributes tested with

direct comparisons across

leagues

PREDICTIVE VIEW OF TEAMS

DEMOGRAPHICS

★

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• Besides the basic demographics, fans

were classified as: casual, average, or

die-hard fans.

Summary of Findings:

Top 10 Sports Teams

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TEAMS EQUITY INDEX RANKING

Rankings are based on an index calculated using Insightrix’s Sports Brands Equity Index which applies

weights to the metrics tested based on their overall impact on a team’s brand strength.

Montreal

Canadiens Toronto Maple

Leafs

Saskatchewan

Roughriders

Toronto Blue

Jays

Toronto

Raptors Winnipeg

Jets

Vancouver

Canucks

Calgary

Flames

Ottawa

Senators Montreal

Alouettes

TOP 10 RANKING

Rank 10 9 8 7 6 5 4 3 2 1

Team

Montreal Alouettes Ottawa Senators

Calgary Flames

Vancouver Canucks

Winnipeg Jets

Toronto Raptors Toronto Blue Jays Saskatchewan

Roughriders

Toronto Maple Leafs Montreal Canadiens

Lower Higher

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TOP OF MIND TEAM RECALL

Regardless of the team/teams you follow, which teams do you

think will pop first into the minds of sports fans across all

Canada?

23.20%

18.69%

9.42%

7.22%

5.17% 4.95% 4.91% 4.87%

3.09% 2.80%

31.64%

26.53%

9.69%

6.53%

4.47% 4.22% 2.68% 2.28% 1.88% 1.64%

Personal View Predictive

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Thinking of all the five major sports leagues in Canada,

regardless of the one you follow the most, what are the first 3

Canadian teams that pop into your mind?

PERCEPTION OF POPULARITY

Personal View Predictive

34.36%

23.36%

10.60%

6.74% 5.32% 4.62%

3.06% 1.74% 1.67% 1.13%

34.31%

21.69%

9.38%

6.76% 5.81%

3.31% 3.28% 2.25% 1.89% 1.75%

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Which of the following teams do you think will be viewed by

Canadian sports fans as the most popular?

Which of the following Canadian teams do you believe are the

three most popular across the country? Rank the top three from

most to least.

MOST LOYAL FANS

Personal View Predictive

27.78%

22.78%

12.45%

5.31% 4.76% 4.60% 4.46% 3.49%

2.67% 2.24%

28.61%

22.59%

13.88%

4.66% 4.54% 4.11% 3.36% 3.01% 2.34% 1.97%

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Which of the following teams do you think will be selected by

Canadian sports fans as having the most loyal fans?

Which of the following Canadian teams do you think have the

most loyal fans? Rank the top three from most to least.

STADIUM/ARENA ATMOSPHERE

Personal View Predictive

27.71%

10.22% 9.29%

7.59% 7.13% 7.03% 5.74%

4.12% 2.55% 2.32%

29.34%

11.04%

8.79% 8.46% 7.07%

6.11% 4.50%

3.74% 3.02% 2.56%

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Which of the following teams do think will be selected by

Canadian sports fans as having the best stadium/arena

atmosphere?

Which of the following Canadian teams do you think have the

best stadium/arena atmosphere? Rank the top three from most to

least.

RESPECT

Personal View

Rank Team Average

1 Montreal Canadiens 7.69

2 Toronto Blue Jays 7.21

3 Winnipeg Jets 7.04

4 Calgary Flames 6.93

5 Saskatchewan Roughriders 6.88

6 Toronto Raptors 6.85

7 Vancouver Canucks 6.82

8 Ottawa Senators 6.78

9 Montreal Alouettes 6.71

10 Calgary Stampeders 6.64

Predictive

37.04%

9.47%

7.38%

6.49%

5.83%

4.84%

4.82%

4.57%

4.12%

2.07%

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Which of the following teams do you think will be rated highest by

Canadian sports fans in regards to respect?

Regardless of which teams you like or dislike, please rate the following

Canadian teams based on how much you respect them overall. Average

ratings based on a 10 point scale.

Summary of Findings:

Top 10 Sponsor Brands

This year, consumer brands sponsoring professional sports teams were also examined.

In addition to collecting perceptions about the professional teams, sports fans were also asked questions

regarding their perceptions of the major consumer brands (21) sponsoring professional teams.

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BRANDS OVERALL RANKING

Which of the following are the top 3 brands you personally feel most loyal to?

Montreal

Canadiens Toronto Maple

Leafs

Saskatchewan

Roughriders

Toronto Blue

Jays

Toronto

Raptors Winnipeg

Jets

Vancouver

Canucks

Calgary

Flames

Ottawa

Senators Montreal

Alouettes

TOP 10 RANKING

Rank 10 9 8 7 6 5 4 3 2 1

Brand

Rogers

Adidas

Bell

Scotiabank

BMO

(Bank of Montreal)

Honda Nike TD Canada Trust Canadian Tire Tim Hortons

Lower Higher

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BRAND LOYALTY

Which of the following are the top 3 brands you personally feel most loyal to?

19.91%

10.80%

9.01%

7.62%

6.55% 5.63%

4.96% 4.90% 4.53% 3.94%

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BRAND REPUTATION

Which of the following are the top 3 brands you view as having the best reputation

overall in Canada?

30.75%

14.12%

10.34%

5.75% 4.49% 4.42% 4.37% 4.29%

2.85% 2.73%

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VALUE FOR PRICE

Which of the following are the top 3 brands that provide the best value for the price

of their products or services?

32.68%

17.59%

5.82% 5.37%

2.99% 2.99% 2.96% 2.95% 2.81% 2.79%

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BRAND LIKEABILITY

Please rate the following brands according to how much you like or dislike them.

Average ratings based on a 10-point scale.

Rank Brand Average

1 Tim Hortons 7.70

2 Canadian Tire 7.32

3 Nike 6.94

4 Honda 6.85

5 Adidas 6.82

6 TD Canada Trust 6.69

7 Sport Chek 6.53

8 Old Dutch 6.53

9 Boston Pizza 6.37

10 Nissan 6.27

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CUSTOMIZED PACKAGES

NATIONAL CUSTOMIZED RESULTS: $3,750.00

ADDITIONAL ANALYSIS: Charged at actual Additional analysis, including sponsor brands correlation to specific teams can be

discussed.

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Includes a PowerPoint deck with the full national ranking list of sports teams and sponsor

brands for each of the attributes, as well as all demographic information. It also includes

one cross tab of all results by city, region, or team.

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GET IN TOUCH

To set up a conference call for a more detailed explanation of our methodology and deliverables, please contact:

Mario Caceres

Senior Research Executive

Insightrix Research Inc.

T: 306.657.5640 x 258 | C: 306.281.4434

mario.caceres@insightrix.com

insightrix.com/mario

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ABOUT INSIGHTRIX RESEARCH INC.

Insightrix Research Inc. (www.insightrix.com), established in June 2001, provides consulting services in study design, questionnaire development, data collection

including online, telephone, mail/fax, and mobile/texting capabilities), qualitative services (such as in-depth interviews, in-person and online focus groups, and online

bulletin boards), and data analysis (including descriptive, inferential, and multivariate analysis).

Make Client Top Priority SaskWatch Research™

Own and manage SaskWatch™ Research

online panel, comprised of 15,500+ residents

Data Visualization

In-house, award winning creative team

create stunning visuals and market virally.

Microsites & Dashboards Bring all of your data and findings to one easy-to-

access, web-based microsite that is accessible

across all devices.

Hire Outstanding Staff 100+ professional staff at two locations in

Saskatchewan, Canada and Victoria,

Australia.

MROC We can build and demo online research

communities – a place for your audience to

connect

Film & Video Bring research to life by incorporating video into

your research outputs and telling the story of your

study.

Utilize Best Research Methods

No boxed approaches here. We believe in

building a strong relationship with our clients as

a foundation for providing solid research.

We use many different methods, from

standard approaches to advanced

analytics

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ABOUT INSIGHTRIX RESEARCH INC.

In Saskatchewan, Insightrix employs more than 100 staff: 35 full-time professional staff and over 75 market research interviewers. Insightrix recruits the most talented

staff who are bright, creative, and passionate about market research.

🏆 Host agency for the 2014 MRIA

National conference in

Saskatoon.

(June 8 – 10, 2014)

HOST AGENCY

Own and manage SaskWatch

Research™ online panel,

comprised of 15,000+ residents

as well as the new

ManitobaWatch™ online panel

comprised of roughly 1,800+

residents.

ONLINE COMMUNITIES

Offices in Saskatchewan, Canada

and Victoria, Australia with 100+

employees.

PROFESSIONAL STAFF

A full-service market research

firm offering end-to-end market

research solutions.

.

INSIGHTRIX RESEARCH

Our researchers are members of

and comply with regulations set

forth by the Marketing Research

and Intelligence Association

(MRIA) and the European Society

for Opinion and Marketing

Research (ESOMAR).

RESEARCHER ACCOLADES

In 2008, Insightrix completed the

MRIA’s rigorous certification

process and was granted

Accredited Gold Seal status.

MRIA GOLD SEAL CORPORATE

MEMBER

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Also employs Presley,

Guard Dog & Chief Morale

Officer

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EXPERIENCE & EXPERTISE

• ADVANCED ANALYTICS INCLUDING SEGMENTATION RESEARCH

• ADVERTISING RESEARCH

• BRAND RESEARCH

• CUSTOMER SATISFACTION

• ATTITUDES AND USAGE RESEARCH

• MARKET SHARE STUDIES

• DASHBOARDING

• AD HOC AND TRACKING PROJECTS

• PRICING RESEARCH

• CONCEPT TESTING

Insightrix is a full service market research firm that offers end-to-end research solutions.

The following are examples of methods that Insightrix conducts regularly, for a variety of clients:

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