The 5 Least Loyal MLB Fanbases: 2014 Edition
5. Colorado Rockies
So how does Brand Keys measure out these sorts of rankings, and what on earth did the Rockies fans do to end up the 25th most loyal fans in the MLB? “Fan loyalty correlates very highly with broadcast viewership, merchandise purchase, and ticket revenues. Happier fans, too,” said Brand Keys President Robert Passikoff in a statement released by the company. “Everybody loves a winner, but it’s important to note that win/loss ratios do not entirely govern fan loyalty.”
What does? According to the Brand Keys model, there are four fairly self-explanatory factors they assign scores to — Pure Entertainment, Authenticity, Fan Bonding, as well as History and Tradition. The Chicago Cubs have always scored high in some of those scores despite (or perhaps because of) their loveable loser status (they finished at No. 17 this year.) The Rockies, who have missed the playoffs every year since the 2009 season, just aren’t that inspiring — even with Troy Tulowitzki on the roster. The Rockies finished at No. 21 in 2013′s rankings.
4. Arizona Diamondbacks
Another team that’s seen a plunge in their rankings — they had more loyal fans in 2013 than the Rockies did, as the Diamondbacks finished at No. 20 last year — the Arizona Diamondbacks just don’t have a whole lot of, for lack of a better phrase, fans-y folklore to fall back on when things aren’t going so well. A National League team that hasn’t seen it’s 20th anniversary yet, the Dbacks can’t rely on the history and tradition element that “is also often the fan loyalty driver that accounts for nearly all the loyalty that exists for a team,” according to Passikoff (emphasis his.)