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The World’s 40 Most Valuable Sports Brands via Forbes

October 4, 2011 by Shana Renee 3 Comments

Photo via apparelday.com

Forbes Magazine recently released a list compiling the 40 Most Valuable Sports Brands in the world.  The list values the top 10 brands among four distinct categories:  business, events, athletes, and teams.  Here are some key takeaways and interesting thoughts:

- According to Forbes, Nike is the most valuable sports brand in the world.  Not necessarily breaking news.  But what is interesting is that six of the top 10 most valuable athlete brands hold Nike endorsements:  Tiger Woods, Roger Federer, LeBron James, Kobe Bryant, Cristiano Ronaldo and Maria Sharapova.

- Yes, despite Tiger Woods being ranked No. 51 in the world, he still has the most valuable brand of ALL athletes.  However, it is worth noting over the past year, the Woods brand has considerably decreased in value, from $82 million to $55 million.  When Woods was at the top of his game, his brand’s strength was so untouchable that a $27 million decrease hasn’t removed him from the No. 1 spot.   Roger Federer is ranked No. 2 at $29 million.

- The TV network business is big business.  Four of the top 10 most valuable business brands are TV networks.  ESPN is ranked No. 2., in large part because of their hefty $4.08 subscriber fee, which is the highest among basic cable channels.  And although ESPN’s tagline is the Worldwide Leader in Sports, truth is they don’t have a major presence in Europe. Sky Sports, ranked No. 4, is the dominant network over there.  YES Network and MSG, both serving the tri-state area, are the only two regional sports networks (RSN) that made the list.  YES Network is the most-watched RSN and has the second-highest subscriber fee at $2.80.

- Considering Under Armour is less than 20 years old and began selling a niche product, it’s rather impressive that they rank among the Top 10.  Major props to Under Armour founder Kevin Plank.  Brands are always trying to create that “it” factor that will propel it to the next level.  Under Armour not only captured that in a short while, but they’re closing the gap on Reebok, a brand that’s existed since 1895. Speaking of Reebok, remember they’re owned by Adidas, so that’s also something to consider when comparing the sports apparel brands.

- While the NFL (Super Bowl) and MLB (World Series and All Star Events) both have events ranked among the Top 10, the NBA is noticeably absent.  This is interesting because the NBA’s global footprint is the largest compared to other American sports leagues, yet, they’ve failed to capitalize off the globalization of the brand when it comes to the NBA Finals and NBA All-Star Game Weekend. Major fail.

- The New England Patriots made the list for the first time, with a brand value of $146 million.  Forbes credited their local media revenue and ancillary events at Gillette Stadium for the boost.  The Pats replaced the NY Mets.  Mounting debt due to ponzi scheme struggles is the cause of the Mets falling off the list.

- Six of the top 10 most valuable team brands are soccer and I predict that over time this number will continue to grow as European soccer receives more airtime on the major networks over here in the States.

10 Most Valuable Business Brands

  1. Nike, $15 Billion
  2. ESPN, $11.5 Billion
  3. Adidas, $5 Billion
  4. Sky Sports, $3 Billion
  5. Gatorade, $2.5 Billion
  6. Reebok, $1.5 Billion
  7. Under Armour, $1 Billion
  8. EA Sports, $625 Million
  9. YES Network, $600 Million
  10. MSG, $500 Million

10 Most Valuable Event Brands

  1. Super Bowl, $425 Million
  2. Summer Olympic Games, $230 Million
  3. FIFA World Cup, $147 Million
  4. MLB World Series, $140 Million
  5. UEFA Champion League, $132 Million
  6. Winter Olympic Games, $123 Million
  7. Daytona 500, $112 Million
  8. NCAA Men’s Final Four, $92 Million
  9. MLB All-Star Week, $76 Million
  10. Kentucky Derby $70 Million

10 Most Valuable Athlete Brands

  1. Tiger Woods, $55 Million
  2. Roger Federer, $26 Million
  3. Phil Mickelson, $24 Million
  4. David Beckham, $20 Million
  5. LeBron James $20 Million
  6. Kobe Bryant, $14 Million
  7. Dale Earnhardt Jr, $9 Million
  8. Maria Sharapova, $9 Million
  9. Cristiano Ronaldo, $8 Million
  10. Shaun White, $7 Million

10 Most Valuable Team Brands

  1. NY Yankees, $340 Million
  2. Manchester United, $269 Million
  3. Real Madrid, $264 Million
  4. Dallas Cowboys, $193 Million
  5. Bayern Munich, $179 Million
  6. Boston Red Sox, $173 Million
  7. Barcelona, $172 Million
  8. Arsenal, $158 Million
  9. AC Milan, $147 Million
  10. New England Patriots, $146 Million

If you’d like to read more about these brands and more specifically, why they made the list, go here and here.

-S. Renee

Filed Under: Action Sports, Advertising, Fashion, Featured, Golf, Media, NBA, NFL, Pro Sports, Soccer, Sponsorship, Sports Marketing, Tennis, Tennis, Women's Sports Tagged With: EA Sports, ESPN, Forbes, Kobe Bryant, Lebron James, Most Valuable Athletes, Most Valuable Sports Brands, Most Valuable Sports Business, Most Valuable Teams, New England Patriots, Nike, NY Mets, NY Yankees, Roger Federer, Sky Sports, Tiger Woods, UEFA Champion League

Today’s Sports Tweet: Rashard Mendenhall

May 3, 2011 by Shana Renee Leave a Comment


As I mentioned yesterday, once President Obama confirmed that Osama bin Laden was dead, many athletes tweeted their reactions to the news.  As more information was released on Monday, the trend continued throughout the day.

Overall, the tweets were heavily patriotic and supportive or our President, country, and troops.

And then you have Pittsburgh Steeler Rashard Mendenhall.

Yesterday he set twitter off when he openly questioned whether celebrating the death of Osama bin Laden was appropriate.  He later implied that bin Laden may not be responsible for the attacks.

A slew of tweets, which some believe are pro bin Laden, initiated with the following:


What kind of person celebrates death? It’s amazing how people can HATE a man they have never even heard speak. We’ve only heard one side…
May 2, 2011 5:29 pm via webReplyRetweetFavorite
@R_Mendenhall
Rashard Mendenhall

Within the next hour, he sent the following string of tweets:

While a handful of his followers supported the 23 year old football player, many attacked Mendenhall for his opinion.  They called him an “idiot”, “moron”, “asshole”, and much more.  They argued that bin Laden’s admission on video were enough to know that he was indeed the mastermind behind the 9/11 attacks; thus justifying their right to celebrate bin Laden’s death.

Other than retweeting Dominique Keller’s tweet, which he’s since deleted, Mendenhall did not exchange tweets with other followers.

Mendenhall isn’t new to controversy on twitter.  In the past, he received a lot of criticism for supporting Adrian Peterson’s NFL as slavery analogy.

So, with Mendenhall’s growing reputation on twitter, should people disregard his tweets?  Or, should they continue to challenge his point of view and educate him by sharing evidence that disproves his perspective?

And how do you think Mendenhall should conduct himself in the future?  Should he keep his thoughts to himself, especially if they’re unpopular or controversial?  Or, should Mendenhall continue to speak his mind regardless of how it’ll be received?

 

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Filed Under: Action Sports, Featured, Media, NFL, Sports Marketing, Sports Tweet of the Day Tagged With: NFL, Pittsburgh Steelers, Rashard Mendenhall, Twitter

Is Subway Biting Off More Than They Can Chew?

February 1, 2011 by Shana Renee Leave a Comment

It was recently announced that Subway added Olympian speedskater, Apolo Anton Ohno, to their roster of clients which include fellow Olympians Michael Phelps and Nastia Liukin.

With the addition of Ohno, Subway has managed to secure the top athletes from the Summer and Winter Olympics guaranteeing they have the biggest sports windows covered.  What appears to be a great strategic move by Subway, could be a greater indication of what’s to come in the next year and a half– a headache for the International Olympic Committee (IOC) and United States Olympic Committee (USOC).  Here’s why.

The IOC prevents non-Olympic sponsors from running spots that feature competing Olympic athletes before and during the Olympic Games.  In layman’s terms, if you don’t pay for the rights to benefit from Olympic brand association, then you have not earned the right to run a Michael Phelps ad during the Summer Olympics, regardless of your partnership with him.  Although it’s not the most ideal situation for an unofficial sponsor who has partnered with an Olympic athlete of Phelps’ caliber, it’s imperative that the IOC and USOC enforce this rule as an attempt to protect their official sponsors.

I say attempt because unofficial sponsors and brands like Subway continue to circumvent the system by resorting to the bold tactics of ambush marketing.  Although it’s generally viewed as a negative practice, brands can’t resist the positive buzz it generates among consumers; thus impacting their bottom-line.  For example, Nike is unashamedly guilty of repeatedly ambushing the Olympics and World Cup.  In fact, since they have such a reputation for doing so, the anticipation of their campaigns merely amplifies the energy surrounding their efforts.

And in Subway’s case, they experimented with running a Michael Phelps ad during the 2010 Winter Olympics and were successful.  Winter Olympic athletes are exempt from the rule during the Summer Games, and vice versa.  If you recall, the spot showed Michael Phelps swimming through land, toward Vancouver aka “where the action was that winter.”  This ad upset the IOC, USOC and McDonald’s, the official restaurant sponsor, but was a major win for Subway.

PUSH PLAY: Michael Phelps and Subway 2010 Winter Games

According to Sports Business Journal, it’s unknown if Ohno’s contract runs through 2012.  However, it’s a safe bet that if it does, Ohno and Jared Foogle will be teaming up to represent the sandwich chain for the 2012 Games.

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Filed Under: Action Sports, Advertising, Featured, Media, Pro Sports, Sponsorship, Sports Marketing Tagged With: Ambush Marketing, Apolo Ohno, Michael Phelps, Nike, Olympics, Sports Marketing, Subway

Stevie Williams: Street Skateboarder Turned Mogul

July 7, 2010 by Shana Renee Leave a Comment

Last weekend I chilled with Philly’s finest skateboarder, Stevie Williams. Skating since his early teens, Stevie is credited with popularizing skateboarding among black youth.  Once Stevie recognized how much of an impact he’s had on the sport, as well as how much it has enhanced his life, he successfully transitioned from skateboarding to the boardroom.  A few of Stevie’s business ventures include building a multimillion dollar lifestyle skating company named Dirty Ghetto Kids or DGK for short, Educate to Skate Foundation, and a skate mansion debuting in Atlanta later this summer.  He’s also been featured in all five of Tony Hawk’s video games—American Wasteland, Project 8, Proving Ground, Tony Hawk Ride, and the newest release Tony Hawk Shred. Even with the amount of success he’s attained at the young age of 30, the international skateboarding icon isn’t content.  He is continuously brainstorming new ways to build an empire as well as give back to the same community that helped raise him.

While in Philly, Stevie and I were joined by ESPN’s E60 camera crew.  I tagged along as they shot footage of Stevie in his old hood for a feature story which will air later this summer during X Games.

Word quickly spread that Stevie was in town and was shooting at the popular Love Park in downtown Philly.  Once we arrived at the park, lots of Stevie’s friends and young admirers kick-pushed their way to the park excited to see his familiar face.  Love Park, a tourist attraction, and haven for homeless people is also where Stevie first learned to skate.  He’s spent countless hours at the park learning tricks and perfecting his craft.

Although Stevie made skateboarding popular in Philly, the cops in the City of Brotherly Love show the skaters no love.  As people grabbed their boards and ran from cops, I quickly learned that the city of Philadelphia does not support skateboarding at Love Park or any other place in the city.  Every time you ride your board, you risk getting a ticket from the cops.  However, you have a higher chance of getting away with it if you skate after 10pm.  The cops are more lax at that time.  While I was at the park, the skaters were chased away by police officers at least two times. This was amazing to me because no harm was being caused to anyone while they were skating.  Meanwhile, there were over two dozen homeless people chilling in the park.  Granted, they weren’t causing any harm to anyone either, but I’m just saying.  It seems as though the police officers could definitely make better use of their time by focusing on things that matter.  Also, there’s a fountain at the park filled with ankle deep water and large signs that say, “No Swimming in Water”.  However, those signs were ignored by families with toddlers wearing bathing suits, swimming in the water.  Did the cops say anything to them?  No.  I just don’t get it.  It’s not as if Philly is a model city which leaves the cops with so much free time forcing them to create work for themselves i.e. harass the youth on a Sunday afternoon.  Just leave them alone!

Anyway back to the kids.  I was filled with admiration watching those young skaterboys (and girl!) with their fearless spirits do their thing.  In order to master skateboarding, you must be disciplined and patient.  Watching them attempt the same tricks over and over and over again blew my mind.  Skateboarding, like all sports, requires lots of practice and certainly cannot be mastered overnight.  It’s a lot of repetition largely resulting in scrapes, bruises, and wrist sprains.  Never once did they complain about falling.  Never once did they look as if they were frustrated with trying.  Never once did they quit.  Then when you add the cops to the mix, it only makes the journey that more challenging.

The most inspiring takeaway from my time in Philly was seeing the impact Stevie has had on these youngsters.  He started skating at a young age just like them, but unlike them, he didn’t have someone lead the way.  I’m not sure if he’d consider himself a role model, but his actions speak volumes.  He spent hours talking and skating with the kids.  I don’t know many pro athletes that would spend that much time with their fans when cameras aren’t rolling.  I hope their time spent with Stevie will leave a lasting impression on them and continue to push them toward fulfilling their dreams.

Although I’ve spent lots of hours shooting with many athletes, this may have been my favorite shoot.  I was given the opportunity to understand Stevie’s story– where he comes from and what inspires him daily.  As I drove around the city with Stevie, ESPN, the crew, and Stevie’s dad, I immediately got it.  Like many other professional athletes, Stevie used skateboarding as a ticket out of the hood.  He recognized his talent and parlayed it into a profitable business.  Love it.

My respect and appreciation for the skills required to pursue skateboarding are currently on a hundred, thousand, trillion!  No…really!  I’m a fan!

If you’re unfamiliar with Stevie, get acquainted via this new G-Shock video posted below.

RANDOM NOTE: For the record, not all black skateboarders are skinny jean wearing blipsters (black hipsters) that rock out to punk rock or electronica (not to be confused with Jay Electronica).  Hip hop plays a huge part in their lives.  Completely unrelated, but I had to get that out there.  The media’s false portrayal of this teen segment irks me.

PUSH PLAY:  G-Shock Brand Ambassador Stevie Williams

Filed Under: Action Sports, Fashion, Featured, Pro Sports, Sports Marketing Tagged With: Action Sports, DGK, Fashion, Skateboarding, Sports Marketing, Stevie Williams




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