Chicago Sun-Times
Lewis Lazare follows Chicago media and marketing news

Chicago Blackhawks rising fast in Ultimate Standings


The Chicago Blackhawks are moving up. The 2010 Stanley Cup champions are ranked an impressive 16th in ESPN The Magazine's just-released eighth annual Ultimate Standings. The rankings measure how much all NHL, MLB, NBA and NFL professional sports franchises give back to their respective fans in exchange for the time, money and emotion the fans invest in the teams. The rankings are based on several factors ranging from bang for the buck, team ownership honesty and loyalty and ticket affordability to coaching and the stadium experience.

The Hawks' 16th place standing in the new list represents a swift rise for the team through the rankings, which include some 122 professional sports franchises. As recently as three years ago, the Hawks were near the bottom of the list in 118th place. The strong showing is no doubt due in large part to the team's re-ignited love affair with Chicago. That has come about as a result of several smart marketing moves -- not least of which was the decision to televise all Hawks' game. The team's undeniable skill, their humility and determination to bring home the Stanley Cup also contributed to building a strong bond with a growing fan base.

Other Chicago pro sports teams did not fare so well in the 2010 Ultimate Standings. After the Hawks, the next highest-ranked local team was the Chicago White Sox in 73rd place. The Chicago Bulls could do no better than 85th place, with the Chicago Bears, somewhat surprisingly, just behind the Bulls in 86th place. The Chicago Cubs had the worst showing of all local teams, ranking 100th on the list.


If you or your readers want more info/insight re: ESPN's Ultimate Standings, contact me - Maddock Douglas is the primary research firm conducting the study for ESPN for the last 8 years.

to be more specific, Maddock Douglas is an Agency of Innovation for more than 25% of the Fortune 100 and over 20% of the Worlds Biggest Global brands - as part of those services we have an unique core competency in finding the insights & unmet needs of customers around the world, creating ideas that fill those needs, and launching new products, services and business models in market.
In many case like the ESPN insights work, we help prioritize and quantify the most essential metrics related to fan loyalty. Previous to our work, some of the metrics were believed to be unquantifiable - "too hard to measure." Today, in addition to serving as a foundation for this great ESPNmagazine issue, they serve as key benchmarks and potential business drivers of business intelligence for the leadership teams of pro sports and the big brands that sponsor them.

Raphael Louis Viton

Leave a comment



About the blogger

Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

About this Entry

This page contains a single entry by Lewis Lazare published on July 1, 2010 3:45 PM.

CNN finally starting to make necessary prime time changes was the previous entry in this blog.

Buddy Scott heads to WUSN-FM as program director is the next entry in this blog.

Find recent content on the main index or look in the archives to find all content.