Forbes calculated the brand value of the 122 teams in the NBA, NFL, NHL and MLB by adding up their revenues from sponsorships, naming rights, local media, tickets and merchandise not attributable
to demographics. Because its study focused on growth rather than absolute value, most of the teams on its list are turnaround situations.
Increasing a team's brand value is
essential--not just for landing the best stadium and sponsorship deals domestically--but for selling merchandise and media platforms abroad.
Location is not something a team owner can
usually change, and market size plays a big role in the value of a team. Few teams can hope to match the New York Yankees brand. But image and prestige--the constitution of a brand--are something
management can directly control by performance, marketing, integrating revenue sources and PR.
advertisement
advertisement
Read the whole story at MSNBC/Forbes »