• by Robert Passikoff , Op-Ed Contributor, January 29, 2004

Who's more loyal? Panther fans or Patriot fans? Both teams made it to the Super Bowl. Both play a defensive game. Vegas has the over/under at 37/36, so it's pretty had to call based on stats or possible game strategy.

Brand Keys, Inc., a New York City-based brand and customer loyalty research consultancy, conducts an annual Sports Fan Loyalty Survey. Both teams were measured, based upon each team's fans' own assessments on the four category drivers that define loyalty. Here's how each team fared.

Pure Entertainment captures the win-loss ratio and whether the team is fun or boring to watch. Authenticity captures the elements of actual teamwork, whether the coach is new, liked, hated. (A new stadium doesn't hurt this driver!) Fan Bonding represents the degree to which there is a player or players the fans "love." (Bledsoe did that for the Patriots in years past. Now it's Brady. For the Panthers it's. . .) History & Tradition, which is self-explanatory, is built up over years (but can be hastened along with more and better win-loss ratios). The following assessments are indexed with an average set to 100. Higher is better than lower, just like in football.

Patriots Vs. Panthers

                        Patriots    Panthers 
Pure Entertainment         102         86

Authenticity               120         90 
Fan Bonding                125        100 
History/Tradition          109         99 

Overall Loyalty Score      114         95

Source: Brand Keys.

So, according to Brand Keys, the winner in the Loyalty Bowl is the New England Patriots. That doesn't guarantee the Pats will win or beat the spread. It does guarantee that New England fans will watch and attend their team's games more often, buy more of the Patriots licensed merchandise, and provide more tangible support for the team. All of which spells profitability.

And in the big leagues, like any other big business, profitability is what it's all about.