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Saskatchewan Roughrider brand strong across Canada, survey says

The green and white have the third strongest brand among professional sports teams in Canada, according to a survey conducted by Saskatoon-based Insightrix Research Inc. and Regina-based ad agency, The Phoenix Group.

Roughriders third strongest brand in Canadian sports behind the Montreal Canadiens and Toronto Maple Leafs

CBC News ·
A recent survey found that the Saskatchewan Roughriders has the third strongest brand among Canadian professional sports teams. (Matt Smith/Canadian Press)

Canada has got that Rider pride.

The green and white have the third strongest brand among professional sports teams in Canada, according to a survey conducted by Saskatoon-based Insightrix Research Inc. and Regina-based ad agency, The Phoenix Group.

The Roughriders' placed second in the survey for perception of popularity. The Riders flag is seen here on the HMCS Regina. (Courtesy: Cmdr. Dan Charlebois/HMCS Regina)
​The Roughriders fall behind the NHL’s Montreal Canadiens and Toronto Maple Leafs.

The team polled stronger in some of the other categories taking second place as most respected team, and second in perception of popularity, perception of most loyal fans and perception of best atmosphere/stadium.

More than 2500 sports fans were polled online in nine Canadian cities that are home to professional sports teams including Calgary, Edmonton, Hamilton, Montreal, Toronto, Regina, Ottawa, Vancouver and Winnipeg. The results were then weighted based on population.

Mosaic Stadium ranked second for perception of best stadium or arena atmosphere. (Peter Mills/CBC)
​The top ten brands across all sports include three NHL teams, four CFL teams, and one team each from the NBA, MLB and MLS.

According to the research, the companies found that individual NHL brands are very strong, but largely in their own markets. It also found CFL brands “show strength” in local markets, adding Toronto and Montreal-based teams did well in the survey because of their larger populations.

Survey categories:

Most Respected:

  1. Montreal Canadiens
  2. Saskatchewan Roughriders
  3. ​Toronto Blue Jays
  4. Montreal Alouettes

Perception of Popularity:

  1. Montreal Canadiens
  2. ​Saskatchewan Roughriders
  3. Toronto Maple Leafs
  4. Montreal Alouettes

Perception of Most Loyal Fans:

  1. Montreal Canadiens
  2. Saskatchewan Roughriders
  3. Toronto Maple Leafs
  4. Toronto Raptors

Perception of Best Stadium/Atmosphere:

  1. Montreal Canadiens
  2. Saskatchewan Roughriders
  3. Toronto Maple Leafs
  4. Toronto Raptors and Montreal Alouettes (tie)

First Brand that Comes to Mind:

  1. Toronto Blue Jays
  2. Montreal Canadiens
  3. Toronto Maple Leafs
  4. Toronto Raptors

Canadian Professional Sports Brand Ranking:

  1. Montreal Canadiens
  2. Toronto Maple Leafs
  3. Saskatchewan Roughriders
  4. Toronto Blue Jays
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