The World’s 50 Most Marketable Properties list which is powered by SponsorPulse’s Opportunity Score – one universal currency that allows decision makers to quickly compare sporting properties based on 7 key metrics: engagement, intensity, momentum, passion, excitement, purchase consideration, and favourability.
They Studied the perception of consumers across Eighteen of the largest markets in the world for accurately determining the people’s behaviours and emotions towards the property,More than 250,000 people between the ages of 13 years old to 64 years old influenced the list which saw a total of 185 global sports properties measured.
Interestingly association football is the biggest and by far the hottest sporting property on earth. Thirteen out of top twenty are association football related event, tournments or clubs which is not surprising as association football is clearly number one sport in the world by far margin.
FIFA Wc is the most lucrative sporting property in the world and it is number one in the list. Summer olympics is 2nd in the list while winter olympics is on 6th place respectively. After FIFA WC, the 2nd biggest wc is not from cricket or rugby it is FIFA Women’s wc (13th) which is surprising as well as good in many sense as we can now see that people are accepting women sport and this is encouraging for women community and it will only grow in the future. FIBA wc is 3rd biggest world event on planet according to this survey which is surprising and by this list, the claim of rugby and cricket for world number 2 sport after association football is not justifing as ICC cricket Wc is at 33rd position and Rugby Wc did not got their name listed. Both sports have to look what they can do to upgrade their performance in term of marketing. IPL also got the place at 38th position which is great for cricket because it is only a decade old league but it is one of the fastest growing league in the world which will definitely help cricket in general to grow it’s presence in the big market.If ECL (European Cricket League) and MLC (Major League Cricket) can have a success like IPL is having then cricket can be definetly going to be one the top 5 sports in the world. But it will require lot of patience and intellence from the cricket administrators and responsible authorities of cricket to grow the game and make it one of most marketable event or sport.
Tennis also in the list, Wimbledon (29th), US open (30th), WTA Tour (31th), Australian Open (32th) and ATP (35th) position respectively. Formula 1 is at 14th position while World Table Tennis Championships is at 25th position. The WWE is at 21st position all this are better marketing properties than ICC Wc which is quiet embarrassing and it also shows that cricket is not a global sport in true sense. UFC is at 40th position
NBA is at third place overall and NFL is at 19th position but MLB and NHL failed to get place in the list.After NBA, EPL (11th) is the most marketable league superior then la liga (17th) and serie A (24th) in the list. Real madrid(4th) and Barcelona(5th) along with manchester united (9th) are the only clubs in the top 10, this clubs are bigger then their respective league which is shocking.
E-sports game League of Legends is the most marketable E-sports property in the world and it is at 12th position overall which is reflecting the rapid growth of E-sports.It is matter of time E-sports will be most lucrative sports property and it may surpass the traditional sports in term of marketing and monetary terms.
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