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Ranking the “Best” Football Fans in the Big 10: Buckeyes are on Top!

We are presenting a series ranking the “best” fan bases in college football.  The study uses data from the past ten years and the rankings are based on Revenue Premium Brand Equity.  For more information on the analysis/methodology, please click here.

As a conference, the Big 10 finished second only to the SEC in overall football brand equity.  The conference added Nebraska in 2011, and will add Maryland and Rutgers in 2014.  The Big Ten has been very successful at creating a network that capitalizes on the appeal of its members.  This fan appeal is also manifested in the top three schools in our rankings; all three schools have football stadiums with capacities over 100,000, and are regularly sold out.

The Ohio State University finished in first place in our ranking of Big 10 fan bases.  In the ten year period of our study, the Buckeyes averaged 2.5 more wins per season than Penn State and Michigan, but also generated 20% more revenue.  Remarkably, Ohio State made this revenue with fewer fans in attendance, on average, than Penn State or Michigan.

Penn State very narrowly edged out Michigan for second place in our study.  Over the course of the study, Penn State and Michigan averaged almost the same number of wins (Michigan had more) and football revenue per year.  However, Penn State’s second place ranking may be short-lived.  The last couple of years have seen a decline in attendance.  This may, of course, in part be due to the recent scandal and sanctions at Penn State.

Indiana and Northwestern are at the bottom of the Big 10 fan base rankings.  Indiana seems to suffer from the same issue faced by Kansas or Duke.  That is, how do you build football brand equity in a “basketball school”?  Northwestern is an interesting case.  A comparison with in-state “rival” Illinois (ranked 8th) is quite revealing.  In the period our study, Northwestern averaged 1-2 more wins per season than Illinois.  However, Illinois average 88% of capacity attendance, while Northwestern averaged 62%.  Illinois also produced 30% more football revenue than the Wildcats.

Michael Lewis & Manish Tripathi, Emory University 2013.

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