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Thursday
Feb042016

Faith and Football: The NFL, packed with Christian players, falls short in welcoming faith

Seahawks quarterback Russell Wilson, center, prays with teammates and opponents (Photo Credit: Jordan Stead, seattlepi.com)Article By Terrance Glenn//FDC

Days before the Super Bowl, a new Faith Equality Index score of the National Football League reveals the league has work to do in welcoming, embracing, and celebrating Faith Driven Consumers

Share Though Russell Wilson, Tim Tebow and many other NFL stars honor God on and off the field, the league they play for is failing in this area.

According to Faith Driven Consumer™, known worldwide for monitoring brands’ faith compatibility, its first annual ranking of Super Bowl advertisers and the National Football League reveals a general insensitivity to faith.

Its Faith Equality Index, which rates, on a 100-point scale how well brands acknowledge Faith Driven Consumers by welcoming, embracing, and celebrating them, is the benchmark FDCs use to make consumer choices—through the lens of their biblical worldview.

So how did the NFL do?

It scored 24.

"The National Football League is significantly comprised of Christian players, coaches, and executives, and as such, many in our community assume the organization is welcoming of Faith Driven Consumers. But its score of 24 out of 100 says otherwise,” said Chris Stone, Certified Brand Strategist and founder of Faith Driven Consumer.

Christian quarterback Tim Tebow praying on the field (Photo Credit: AP)The FDC represents 41 million Americans who spend $2 trillion annually and has earned wide recognition for its groundbreaking FaithEqualityIndex.com (FEI), which is how the scores of more than 400 brands are calculated.

Though the NFL and its associated advertisers are generally insensitive to faith, Stone believes this isn’t necessarily done on purpose.

“As with most brands, this may not be intentional, rather it stems from a lack of awareness and understanding of this color in the diversity rainbow," he said.

Stone added, “We look forward to working with the NFL, and all professional sports organizations—educating them on and encouraging them to specifically include Faith Driven Consumers."

See the ratings of Super Bowl Advertisers. 

2016 Super Bowl Advertiser Ratings:

Acura: 46

Honda: 46

Pepsi: 38

Mountain Dew: 38

Marmot: 38

Heinz: 37

Mini USA: 36

Avocados from Mexico: 35

Butterfinger: 32

Amazon: 32

Hyundai: 30

Kia: 30

Audi: 29

Buick: 29

Taco Bell: 29

Doritos: 27

SunTrust: 25

Toyota: 25

Skittles: 24

Snickers: 24

Coca-Cola: 23

Colgate: 22

T-Mobile: 19

Axe: 11

View the Super Bowl rankings here with more detail here.

RELATED: Students' prayer prohibited at Florida high school game

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