Is Bigger Better? New England Patriots and Los Angeles Rams Fans Compared

Entertainment | 01-29-2019

Bragging rights and bets are on the line for fans of the New England Patriots and Los Angeles Rams. Other than both having the opportunity to see their favorite team hoist the Vince Lombardi Trophy at the conclusion of Super Bowl LIII, Patriots and Rams fans have very little in common.

The New England Patriots have reached the Super Bowl 11 times in franchise history, winning five times and collecting scores of fans along the way. According to Nielsen Sports Sponsorlink, more than 11.5 million people in the U.S. claim the Patriots as their favorite NFL team, second only to the Dallas Cowboys. And with frequent Super Bowl appearances, it’s no surprise that 72% of Patriots fans consider the Super Bowl an event they would never miss watching (compared with Rams fans at 62%).

The Los Angeles Rams have racked up more wins this season than the Patriots, but 7+ million people would have to jump on the Rams bandwagon for the team to compete with the Patriots’ fanbase. Just over 4.3 million Americans claim the Rams as their favorite team. But the Rams have youth on their side, and not just with their 32-year-old head coach Sean McVay. Rams fans skew younger than Patriots fans (33% are age 18-34 compared to 29%). But take note, ladies love Patriots quarterback Tom Brady, with 48% of the Patriots’ fan base being female, compared to the Rams with 36%.

Patriots fans are more geographically diverse, with 46% coming from the Northeastern U.S. and 28% from the south. By contrast, 78% of Rams fans are concentrated in the west, likely a result of the franchise moving from back to Los Angeles from St. Louis in 2016.

However, the Rams fan base is more ethnically diverse, having among the NFL’s highest percentages of fans of Hispanic origin. The Rams can also claim greater concentrations of African American and Asian fans than the Patriots.

Rams fans can boast about brain power and making bank, as 58% of Rams fans are college graduates with a bachelor’s degree or higher (compared with 52% of Patriots fans) and 27% earn annual household incomes of $100,000 or more, versus 23% of Patriots fans.

So how do Rams and Patriots fans compare when it comes to how they spend their money? Patriots fans spend more each month on groceries and at sit-down restaurants, while Rams fans put down more cash at fast food restaurants and bars/pubs. Rams fans spend much more on fitness, but Patriots fans get exercise in with home improvement and gardening projects.

Sponsors trying to sway football fans to try out their products and services will find both Patriots and Rams fans are open to researching brands, buying a sponsors products and services, talking with friends and family about a sponsor or connecting on social media. Rams fans show more of a willingness to engage with brands.

Super Bowl LIII is Sunday, Feb. 3 at Mercedes-Benz Stadium in Atlanta.

Tagged:  SPORTS  |  CONSUMER  |  TV  |  BRAND MARKETING  |  DEMOGRAPHICS

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