Brands
NFL Fans' Favorite Brands
Report summary
In a moment where American culture is splintering into ever-smaller and harder-to-reach niches, the NFL remains a dominant force. In order to better understand this crucial audience, Morning Consult conducted a study that examines NFL fans' brand preferences and demographic traits.
This report includes two sets of rankings: The 40 standout favorites (or those brands that NFL fans prefer most relative to all adults) and a list of 28 individual category winners, such as favorite auto manufacturer and soda. It also includes a series of charts breaking down demographic and psychographic traits that help shed light on the consumer profile of fans.
Key Takeaways
- Chevrolet is NFL fans' favorite car brand, Heineken is the top beer: Additionally, State Farm ranks highest among insurers, and Oreos is the top snack.
- Sports, media, alcohol, and auto brands among the standout favorites: Of the 40 brands NFL fans like most relative to the general adult population, 14 are sports-related, 8 are media-related, 7 are alcohol brands, and 5 are auto-related.
- NFL fans are big consumers, seeking out new trends and products: 41% of fans say they’re “always looking out for the latest trends,” 11 points higher than the average American adult. They’re also more likely to be among the first to try new technology products and are willing to pay more for quality.
- They’re more politically-engaged than the average American: NFL fans are 9 points more likely to say they’re either “extremely” or “very” engaged in politics, but they’re split: 39% Democratic and 33% Republican.
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Methodology
Each day, Morning Consult collects survey interviews on thousands of brands in 40+ countries.
This data can be used to track perceptions of individual brands (e.g. what share of people have a favorable opinion of the NFL). It can also be used to gauge what one brand’s audience thinks of the other brands (e.g. what fans of the NFL think about Google).
In addition to brand perceptions, Morning Consult also surveys on demographic and psychographic traits. This can be used to understand what share of NFL fans are millennials, drink light beer, care about the environment, or dozens of other considerations.
This report leverages that data to reveal the top brand preferences as well as key audience traits of NFL fans. NFL fans are defined as U.S. adults who have a “very” favorable opinion of the NFL.
The surveys used in this report were collected between July 1, 2023 and December 31, 2024 among 14,237 U.S. adults with a very favorable opinion of the NFL.
About the author
Nick Laughlin is the Head of Content & Audience Development at Morning Consult. @nick_d_laughlin
