Amongst a total of 185 global sports properties, the FIFA World Cup has emerged as the most marketable sports property globally. The international football spectacle definitely has all the attributes which make the event a hotspot for supporters all over the world. Millions of viewers are glued to their devices, making it potentially viable for brands and companies to advertise in exchange for broadcasting revenue.
In the same list, the most lucrative cricketing league in the world IPL ranks 38th, showing that it has progressed over the years. The fact that it has only been 13 years since its establishment, most definitely speaks volumes about Indian cricket as a worldwide force.
The rankings named “The World’s 50 Most Marketable Properties” powered by Sponsor Pulse’s weighted average index called the Opportunity Score. Metrics included engagement, momentum, excitement, favourability, purchase consideration, intensity and passion. Compiled from a sample size of 30,000 surveys per month, the idea was to gauge consumers’ responses towards sports events and teams.
The top 3 along with FIFA World Cup, is completed by Summer Olympics and the NBA. Basketball, of course, is one of the leading and financially boosted sports in the United States. And a developed nation which reciprocates well and has global superstars with the best talent is always bound to do well.
Aside from competitions, it is no surprise to see Real Madrid and Barcelona rank as the highest teams in terms of marketability. Of course, these two Spanish clubs have established themselves as huge powerhouses of football winning a plethora of trophies on the way. What adds to their stature, are the marquee players who play for the club. It encourages sports tourism and hospitality, which also directly leads to the property’s promotional prospects. The UEFA Champions’ League and European Championship are the other football entities present in the Top 10 rankings.
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