This research examines brand loyalty and team identification among fans of National Football League (NFL) teams and how loyalty to football, NFL teams and athletes is impacted by the changing dynamics of the fanbase. Brand loyalty in sports is complex and fan attachment to their teams often provoke intense emotional responses. The research employed a Likert-type survey questionnaire pre- and post-test and an emotional response pictorial assessment using Self-Assessment Manakin (SAM) to measure emotional dimensions. Descriptive and parametric statistics were used to measure the relationships between NFL team loyalty (team commitment and team identification), emotional response (pleasure-arousal-dominance) and team and player social activist behaviors. The research also assesses the relationships between demographic and background and team and player activist behaviors to determine changes in fan dynamics. The findings show moderate positive relationships between team loyalty, team and player activist behaviors, younger age and middle income. This document is for survey and mathematical modeling process analysis and data collection