Which Massachusetts Sports Teams Deliver the Most Fan Engagement to Sponsors? Here’s the Data-Driven Power Ranking

Boston is one of North America’s most storied sports markets - home to a dynasty-driven football team, a title-rich baseball club, and fan bases known for intensity and loyalty. For sponsors, the region offers not just visibility, but deeply embedded cultural relevance.

But in a city full of banners, which teams are winning off the field with fans? SponsorPulse data cuts through the nostalgia to spotlight the metrics that matter: fan engagement.

Engagement captures the percentage of consumers in the market who have interacted with the team over the past 12 months - whether by watching, following, betting, attending, buying merch, or recommending. When paired with indicators like excitement, momentum, and purchase consideration, this data creates a clear picture of where sponsorship dollars will go furthest.

Here’s how Massachusetts’ top pro teams rank by engagement, and what sponsors should expect.

1. New England Patriots (NFL)

Engagement: 69%
Key Strength: Unmatched scale and year-round cultural relevance
Context: The Patriots dominate in every engagement metric, making them the go-to Tier 1 property in the region. Even in a post-Brady era, they hold the highest intensity (60%), momentum (39%), and purchase consideration (23%) across the state. A prime fit for financial services, sports betting, and automotive brands looking to reach mass audiences with proven loyalty.

2. Boston Red Sox (MLB)

Engagement: 67%
Key Strength: Multi-generational fandom rooted in tradition
Context: Despite recent mixed on-field performance, the Red Sox continue to pull strong emotional equity, with standout excitement (49%) and passion (27%). The Fenway experience amplifies in-person impact, while their long season offers repeated exposure - ideal for sponsors prioritizing sustained campaigns.

3. Boston Celtics (NBA)

Engagement: 62%
Key Strength: National relevance and young, energetic fan base
Context: The Celtics’ engagement is up, fueled by playoff consistency and star power. They show strong intensity (55%) and excitement (51%), especially among Gen Z and millennial males. A premium option for lifestyle, apparel, and beverage brands targeting younger demos and digital-first consumers.

4. Boston Bruins (NHL)

Engagement: 60%
Key Strength: Loyal fan base with a legacy of competitive hockey
Context: The Bruins continue to punch above their weight with high engagement and intensity (53%). With strong favorability (16%) and year-round media coverage, they remain a reliable investment—particularly for brands in insurance, spirits, and energy sectors seeking regional authenticity.

5. Boston Fleet (PWHL)

Engagement: 38%
Key Strength: Grassroots hockey with passionate local following and strong conversion potential
Context: As a newer entrant in the Massachusetts hockey scene, Boston Fleet shows stronger commercial signals than most emerging properties. With 46% intensity, 28% excitement, and 17% consideration, the Fleet have carved out an authentic position as a community-first hockey brand with measurable fan engagement. A strong fit for QSR, apparel, beverage, and retail partners aiming to engage active, family-oriented audiences through accessible, year-round hockey touchpoints.

6. Boston Legacy FC (NWSL)

Engagement: 38%
Key Strength: Emerging soccer culture with room to own the narrative
Context: Boston Legacy FC sits in the early-stage growth pocket of the market, but with enough engagement (38%) and solid intensity (39%) to signal a real fan base. Momentum (16%) and excitement (18%) are still developing, which makes this less of a “buy reach now” play and more of a brand-building partnership opportunity. Ideal for challenger brands, lifestyle marketers, and community-driven sponsors who want to help shape the club’s story from the ground up, build grassroots programs, and lock in favourable long-term economics before the property matures.

7. New England Revolution (MLS)

Engagement: 36%
Key Strength: Growth opportunity in soccer’s rising tide
Context: While engagement is lower, the Revolution show positive momentum (18%) and hold a key spot in the fastest-growing league in North America. With a more diverse, younger fan base and a revamped stadium experience, this team is a smart bet for challenger brands aiming for early alignment in a scaling property.

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Recommendation for Sponsors

Whether you're looking to tap into the massive reach of the Patriots, the cultural cachet of the Celtics, or the rising energy around the Revolution, Massachusetts delivers a full funnel of fan engagement opportunities. But visibility alone won’t close the gap between attention and action.

To maximize sponsorship ROI:

• Start with intensity. Patriots, Celtics, and Bruins offer reliable, season-long engagement.

• Layer in momentum. Red Sox and Revolution provide unique timing and audience growth angles.

• Dig deeper than engagement. Favorability, passion, and purchase consideration separate passive fans from those ready to buy.

SponsorPulse data lets you isolate where each team over-indexes by demographic and consumer category, so you can align your message with the right fans, at the right time, in the right place.

Ready to go from awareness to action in New England? Let’s build your ideal sponsorship plan, connect with us today.