In the first five years of studies, NFL fans recognized Gatorade’s longtime affiliation with the league at a higher rate than the fans of any other league recognized other respective sponsor partnerships. However, the Goodyear-NASCAR relationship has finished No. 1 in seven of the past 9 years. Other than the NFL’s Papa John’s partnership, each relationship in these rankings is still intact.
| Top each year | ||
|---|---|---|
| Season | Brand-Property (first year of partnership) | % of the fans of each specific league who identified the brand as an official sponsor |
| 2007 | Gatorade-NFL (1983) | |
| 2008 | Gatorade-NFL (1983) | |
| 2009 | Gatorade-NFL (1983) | |
| 2010 | Gatorade-NFL (1983) | |
| 2011 | Gatorade-NFL (1983) | |
| 2012 | Goodyear-NASCAR (1997) | |
| 2013 | Goodyear-NASCAR (1997) | |
| 2014 | Goodyear-NASCAR (1997) | |
| 2015 | Goodyear-NASCAR (1997) | |
| 2016 | Goodyear-NASCAR (1997) | |
| 2017 | FedEx-PGA Tour (2007) | |
| 2018 | Papa John’s-NFL (2010-2018) | |
| 2019 | Goodyear-NASCAR (1997) | |
| 2020 | Coca-Cola-NASCAR (1998) Goodyear-NASCAR (1997) | |
