The NBA has been named the third most marketable property in the sporting world beating the likes of the Winter Olympics (sixth) and the UEFA Champions League (seventh), according to SportsPro’s inaugural report.
The ‘World’s 50 Most Marketable Properties powered by SponsorPulse’ report ranks global sports properties, which vary from leagues and teams to major events and governing bodies, using an ‘Opportunity Score’.
Entities will be given scores around seven key metrics (engagement, intensity, momentum, passion, excitement, purchase consideration, and favourability) with the overall score being the average.
The NBA recorded an opportunity score of 36 with the report highlighting the basketball competition’s engagement and excitement. Above the tournament was the Olympic Games, which garnered a score of 38, whilst the most marketable sporting property, according to the report, is the FIFA World Cup which was awarded a rating of 44
Adam Mitchell, SponsorPulse’s global lead commented: “SponsorPulse provides sponsorship professionals with the insights they need at their fingertips, enabling data-driven sponsorship decisions to be made faster. Our service provides partners with the opportunity to assess the reach and impact potential of properties by geography, demographic, purchasing behaviour or digital usage behaviours, which leads to identifying targeted sponsorship opportunities and strengthening sponsorship returns.”
Other US entities which made it into the top 50 included the Los Angeles Lakers (15th), the NFL (19th), the Chicago Bulls (27th), and the UFC (40th). In addition a two NFL sides have also made the list with the New England Patriots and the Green Bay Packers finishing 42nd and 50th respectively.
The rise of esports was also highlighted in the report as Activison’s Call of Duty League (41st) and Riot Games’ League of Legends (12th) also ranked in the top 50.