Measurements and Indices of Fan Loyalty
A Fan Loyalty Index was compiled from a survey of Major League Baseball fans in April 1997, and printed in the Forecast newsletter. Fans were asked to rate their hometown teams on each of four scales. The index ranged from the Chicago Cubs at the top, with a loyalty index of 132, to the Chicago White Sox at the bottom with a loyalty index of 73. The index was scaled such that the mean loyalty index was 100, as scored by both the Colorado Rockies and the Pittsburgh Pirates.
Passikoff studied the loyalties of U.S. sports fans towards all Major League sports in the summer of 2000, finding that loyalty to Major League Baseball scored the highest, followed by the National Basketball Association, the National Football League, and the National Hockey League.
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