The Dallas Cowboys They were a dying brand when Jerry Jones pay 150 million dollars by the team of the NFL and the exploitation rights of its stadium in 1989.
However, the Super Bowls-1992, 1993, 1995 – a new stadium, a ton of advertising over 35 years and the largest fan base in the NFL made the Cowboys today valued in 9 billion dollars and that only the name of the team counts 1.73 billion dollarsthe largest amount in team sports.
It’s been a long time since the Cowboys played for the Lombardi Trophybut Jones created the formula for creating brands in sports.
Can the brand value of a sports team be quantified? We believe our proprietary model comes pretty close, or at least provides a reasonable way to measure brands fairly and mathematically.
We measure the portion of the team’s enterprise value not attributable to the size or demographics of the team’s market, headquarters, or league-shared revenue.
In essence, the patented formula of Forbes of team brand values quantifies how far above what the typical team in the same league and similar market is worth (as derived from a multiple of revenues).
Take stadium sponsorships and advertising, for example. The Cowboys raised more than 260 million dollars coming from these sources during 2022 in the AT&T Stadiumcompared to an average of about 65 million dollars from other large market teams that control their stadiums, such as the Giants of NY, the Eagles of Philadelphia and the Texans of Houston.
Our brand calculation accounts for approximately 130 million dollars of the Cowboys’ sponsorship and advertising revenues on the value of their brand.
In basketball, the brand of Los Angeles Lakers ranks first with a brand value of 1 billion dollars.
The Lakers generated more than 160 million dollars for its local broadcasting rights during the 2022-23 season, some 20 million more that the Knicks of NY and more than double what the Celtics of Boston and the Bulls of Chicago.
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The Lakers’ local media rights have a trademark value of $20 million.
Win trophies Champions League is the essence of real Madridand one of the main reasons why the Spanish team, which recently signed the superstar Kylian Mbappeis the most valuable brand in the world among football teams.
A huge reward for the team brand is having the most valuable kit and shirt contracts in football, worth a combined average of 207 million dollars by season . Of those 207 million, our formula applies 52 million to the brand value of the real Madrid.
To source the most valuable sports equipment brands, we curate our equipment database from the MLBthe NHLthe NFLthe NBA and football based on our most recent team ratings for each league.
The ten most valuable brands, listed in the table below, are dominated by football, which has four teams. It’s not difficult to understand, given that football is the most global team sport in the world.
No NHL or MLS It made our top ten list because its revenue, and therefore by extension brand values, are too low.
Note published by Forbes US
