For the first time, the brand values of all major sports teams worldwide have been calculated and compared. The BrandFinance® Sporting Brands 2012 was compiled by Brand Finance plc, the world’s leading brand valuation consultancy. 250 teams are included, from the NFL, NHL, NBA, MLB, IPL and international football leagues, the full table can be found here.
Brand value quantifies the success and fan loyalty of a franchise. The Cowboys, because of their huge commercial scale, have the highest brand value. On the other hand the Packers might have a much smaller catchment area and fewer fans, but their ‘everyman’ appeal and the fanaticism of their supporters have secured the highest US brand rating (AAA).
Commenting on the results Brand Finance USA Managing Director Elise Neils stated, “While the NFL has faced a number of challenges to its brand, it continues to enjoy strong revenues. It is supported by the strength of key individual team brands such as the Cowboys, Patriots and Packers and their loyal fans.”
The Yankees are the most valuable MLB brand thanks to their powerful heritage, New York location and growing international fan-base. Their $398m brand value is nearly double that of nearest MLB rival the St Louis Cardinals. The LA Lakers have the most valuable brand in the MBA, at $205m, thanks to the glamour and winning aura of the team.
In contrast to the success of the other leagues, the NHL has lost nearly half a billion dollars of brand value. Labor strife with the NHLPA has substantially raised the risk profile for the NHL, reducing the total brand value of its teams from $1.6bn to $1.15bn. As a result there are only two NHL franchises in the global top 100 with Montreal Canadiens 81st and Toronto Maple Leafs 82nd.
Commenting on the results Brand Finance Canada Managing Director Edgar Baum stated, “The NHL's frequent strikes and lockouts have resulted in more missed games than any of the other major leagues in North America. The gains in brand value made over the past six years have been jeopardized by interruptions in the delivery of hockey to fans, sponsors, and media.”
BrandFinance® Top 5 Most Valuable MLB Brands
MLB Rank 2012 |
Team |
Brand Value (US$ m) |
Brand Rating |
1 |
New York Yankees |
398 |
AA |
2 |
St. Louis Cardinals |
213 |
AA- |
3 |
Philadelphia Phillies |
207 |
AA- |
4 |
Boston Red Sox |
205 |
BBB+ |
5 |
Los Angeles Dodgers |
187 |
BBB+ |
BrandFinance® Top 5 Most Valuable NFL Brands
NFL Rank 2012 |
Team |
Brand Value (US$ m) |
Brand Rating |
1 |
Dallas Cowboys |
510 |
A+ |
2 |
New England Patriots |
500 |
AA |
3 |
New York Giants |
471 |
AA |
4 |
Green Bay Packers |
460 |
AAA |
5 |
Pittsburgh Steelers |
410 |
AA+ |
BrandFinance® Top 5 Most Valuable NBA Brands
NBA Rank 2012 |
Team |
Brand Value (US$ m) |
Brand Rating |
1 |
Los Angeles Lakers |
205 |
AA |
2 |
New York Knicks |
178 |
BBB+ |
3 |
Miami Heat |
157 |
BBB+ |
4 |
Chicago Bulls |
143 |
A |
5 |
Dallas Mavericks |
137 |
A |
BrandFinance® Top 5 Most Valuable NHL Brands
NHL Rank 2012 |
Team |
Brand Value (US$ m) |
Brand Rating |
1 |
Montreal Canadiens |
108 |
A+ |
2 |
Toronto Maple Leafs |
105 |
BBB+ |
3 |
New York Rangers |
83 |
A |
4 |
Vancouver Canucks |
81 |
BBB+ |
5 |
Chicago Blackhawks |
52 |
A |
Notes for Editors
The valuation date for the BrandFinance® Sporting Brands 2012 is 1st June 2012. The working definition of ‘brand’ used is, “trademark and associated intellectual property.” Incorporating data from all listed companies globally, each brand is accorded a brand rating (a benchmarking study of the strength, risk and future potential of a brand relative to its competitor set) as well as a brand value (a summary measure of the financial strength of the brand). Brand Finance uses the Royalty Relief method to analyse the royalties that a corporation would have to pay to license its brand if it did not own it.
About Brand Finance
Brand Finance plc, the world’s leading brand valuation consultancy, advises strongly branded organisations on maximising their brand value through effective management of their brands and intangible assets. Founded in 1996, Brand Finance has performed thousands of branded business, brand and intangible asset valuations worth trillions of dollars.
Brand Finance is headquartered in London and has a network of international offices in over 20 countries. For further information, please visit the Brand Finance Website.
Media Enquiries
UK & International
Robert Haigh
Communications Manager
T: +44 (0) 20 7389 9400
M: +44 (0)7762211267
US
Elise Neils
Managing Director
Brand Finance (USA)
T: 312 256 3845
M: 312 671 2340
Canada
Edgar Baum
Managing Director
Brand Finance (Canada)
M: +1 647 922 6238
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