PERCEPTION AND PURCHASING POWER OF NFL PLAYERS

AMONG NFL FANS, CONNECTION TO NFL PLAYERS TRANSCENDS NFL TEAMS

KE

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ON-FIELDperformance and off-the-field activities are important in adults perceptions of NFL players

OFF-THE-FIELDpersonality, community impact and involvement in charities are most important in the perception of NFL players

WHY THE LOVE?

GOOD ROLE MODEL GOOD ATHLETE/PERFORMANCE

GOOD PERSON/OFF

THE FIELD ACTIVITIES LIKE THEIR

POSTS/PHOTOS

79% 90%OF NFL FANS ENJOY WATCHING THE NFL EVEN WHEN THEIR FAVORITE PLAYER ISN’T PLAYING

SELF-REPORTED FANS OF AT LEAST ONE NFL PLAYER THAT

DOESN’T PLAY FOR THE TEAM THEY ROOT FOR

TRANSCENDING TEAMS ALONE

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A MAJORITY OF NFL FANS (67%) AND PARENTS OF NFL FANS (77%) ARE LIKELY TO BUY A NFL PLAYER-IDENTIFIED PRODUCT

A MAJORITY OF ADULTS (54%) ARE LIKELY TO PURCHASE A PRODUCT ENDORSED BY A PLAYER WHO HAS BEEN ON THEIR FANTASY FOOTBALL TEAM

MILLENNIALS (47%) ARE MOST LIKELY TO PURCHASE A PRODUCT THAT IS ENDORSED BY THEIR FAVORITE NFL PLAYER

TOP PLAYERS THAT MAKE AN IMPACT

TOM BRADY DREW BREESAARON RODGERS RUSSELL WILSON CAM NEWTON

ROB GRONKOWSKI

24% 22% 19% 19% 18% 17%

GEN Z IS MOST LIKELY TO PURCHASE A

PRODUCT ENDORSED BY EZEKIEL ELLIOTT

(36%) AND MARSHAWN LYNCH (35%)

GEN Z MILLENNIAL GEN X BOOMERS

Ezekiel Elliott 36%

Marshawn Lynch 35%

Rob Gronkowski 33%

Tom Brady 31%

Cam Newton 31%

Aaron Rodgers 30%

Russell Wilson 29%

T.J. Watt 29%

Odell Beckham Jr 28%

Julio Jones 26%

Jalen Ramsey 23%

Stefon Diggs 22%

Saquon Barkley 21%

Todd Gurley 21%

Drew Brees 28%

Tom Brady 27%

Cam Newton 26%

Russell Wilson 26%

Larry Fitzgerald 26%

Rob Gronkowski 23%

Marshawn Lynch 23%

Odell Beckham Jr 22%

Ben Roethlisberger 22%

Patrick Mahomes II 21%

Aaron Rodgers 20%

Antonio Brown 20%

JuJu Smith-Schuster 19%

Julio Jones 18%

Tom Brady 26%

Drew Brees 25%

Aaron Rodgers 24%

Russell Wilson 20%

Odell Beckham Jr 18%

J.J. Watt 18%

Dak Prescott 18%

Rob Gronkowski 17%

Larry Fitzgerald 16%

JuJu Smith-Schuster 16%

Matt Ryan 15%

Ezekiel Elliott 15%

Von Miller 15%

Derek Carr 15%

Tom Brady 18%

Drew Brees 15%

Aaron Rodgers 14%

Rob Gronkowski 12%

Russell Wilson 11%

Larry Fitzgerald 10%

Nick Foles 9%

Julian Edelman 9%

J.J. Watt 9%

Dak Prescott 9%

Von Miller 9%

Cam Newton 9%

Ben Roethlisberger 8%

Marshawn Lynch 8%

RANKING BY GENERATION

PARENTS PLAYER RANK

NFL FANS PARENTS OF NFL FANS

Drew Brees 37% Drew Brees 45%

Tom Brady 35%

Aaron Rodgers 35%

Rob Gronkowski 31%

J.J. Watt 31%

Larry Fitzgerald 29%

Russell Wilson 29%

Odell Beckham Jr 26%

Nick Foles 25%

Marshawn Lynch 24%

Cam Newton 24%

Ben Roethlisberger 24%

Baker Mayfield 24%

Patrick Mahomes II 26%

Tom Brady 40%

Aaron Rodgers 34%

Larry Fitzgerald 34%

Russell Wilson 34%

Odell Beckham Jr 33%

Cam Newton 32%

Rob Gronkowski 32%

Marshawn Lynch 31%

J.J. Watt 30%

Von Miller 30%

Ben Roethlisberger29%

Ezekiel Elliott 28%

JuJu Smith-Schuster 28%

A PLAYER’S PERSONALITY AND COMMUNITY IMPACT ARE THE MOST IMPORTANT FACTORS TO GEN Z, MILLENNIALS, AND BOOMERS, WHILE ON-FIELD PERFORMANCE IS THE MOST IMPORTANT FACTOR TO GEN X.

CONTRIBUTORS TO FAVORABILITY OF NFL

PLAYERS

STUDY CONDUCTED BY

AMONG ADULTS WHO FOLLOWING NFL

PLAYERS ON SOCIAL MEDIA, THEY ARE MOST

LIKELY TO WATCH THEIR LIVE VIDEOS

(49%) AND SHARE THE PLAYERS’ POSTS ON THEIR SOCIAL MEDIA

PAGE (42%). 2%

24%

38%

15%

21%

1 or less 1 - 2 2 - 3 3 - 5 More than 5

NFL PLAYER FOLLOWS (AMONGST THOSE FOLLOWING ON SOCIAL)

34%

MORE THAN A THIRD OF ADULTS REPORT THE NFL BEING THEIR FAVORITE SPORTS LEAGUE*Among U.S. Adults, n=2,201

ENDORSEMENTS FROM NFL

PLAYERS ARE THE SECOND MOST INFLUENTIAL IN PURCHASING DECISIONS

(24%)*

NFL PLAYERS RANK IN

THE TOP 5 ATHLETES THAT

ARE GOOD ROLE MODELS

FOR KIDS

2 in

5 a

du

lts

(39%

) b

ack

this

bel

ief.

*Musicians rank no. 1

13%43%

9% 6%

THEY PLAY FOR MY FAVORITE NFL TEAM

THEY ARE FROM MY HOMETOWN

THEY WENT TO MY COLLEGE OR UNIVERSITY

THEY WERE ON MY FANTASY FOOTBALL TEAM

The information presented herein is based on a national survey of more than 2,000 adults conducted by Morning Consult. The information contained in this study is provided on an “as is” basis with no guarantees of completeness, accuracy, or usefulness. The NFL Players Association and NFL Players Incorporated assume no liability for any decisions made based on the information contained herein. All rights reserved. Copyright ©️ 2019 NFL Players Incorporated.