Soccer World Cup topped SportsPro’s 50 Most Marketable Properties List for Year Two
- Spanish football giants Real Madrid and Barcelona round out the top five
- Seven new entries in the 2021 standings, including four F1 teams
- The list ranks international sports properties, including leagues, teams, governing bodies and major events, using SponsorPulse’s opportunity score
The Fifa World Cup retained its place at the top of SportsPro World’s 50 Most Marketable Properties (50MM) list, powered by SponsorPulse.
After placing first on last year’s list of inaugural sports properties, the international men’s soccer tournament again came out on top in 2021, finishing ahead of the Summer Olympics and the National Basketball Association (NBA). . Spanish club football giants Real Madrid and Barcelona both maintained their places near the top of the table, placing fourth and fifth respectively.
As in 2020, football dominates the list, providing seven of the top ten entries. Seven new entries, including four Formula 1 teams, feature in the top 50, with the highest being Scuderia Ferrari, 14th. The Indian Premier League (IPL) of cricket and the promotion of mixed martial arts (MMA), the Ultimate Fighting Championship (UFC), are the biggest climbers in the standings, gaining 13 and 12 places respectively.
Now in its second year, the list ranks international sports properties, including leagues, teams, governing bodies and major events, according to SponsorPulse’s Opportunity Score – a universal currency that allows decision makers to instantly compare properties. based on seven key metrics: engagement, intensity, momentum, passion, enthusiasm, purchase consideration, and favor.
SponsorPulse’s robust methodology, which is based on surveys of over 30,000 people each month, studies consumer perceptions in 18 of the world’s largest markets to accurately determine people’s behaviors and emotions toward property, and how they react to the sponsors of these properties. More than 250,000 people aged 13 to 64 influenced the list, which saw a total of 185 global sports properties measured.
This year’s 50MM property ranking follows SportsPro’s athlete and brand lists, which were dominated by American gymnast Simone Biles and sportswear brand Nike, respectively.
Now in its 12th year, SportsPro’s 50MM platform enables sports marketers to make sponsorship decisions faster and smarter by objectively assessing the value of sports marketing through the application of in-depth data analysis , social media monitoring and consumer information.
“The industry is in the midst of a rebound in the challenging pandemic environment that has amplified the exchange of value between brands and properties, prompting more questions than answers,” said Adam Mitchell, Managing Director of SponsorPulse .
“The importance of leveraging transparent and consistent data sources that provide context on the size and impact of sponsorship opportunities is equally valuable for brands and properties to ensure they identify and invest in the right places at the right time.
“The list of the 50 most marketable properties is global. However, when you explore a specific country, a property’s key demographic, or a brand’s clients or non-clients, for that matter, there is a wealth of information that can simplify the sponsorship decision making. . Properties can arm themselves with the right data to highlight the opportunity and audience they offer, and brands can plan scenarios and validate investment decisions.
Paul Guest, Commercial Director of SportsPro, added: “Consumer behavior and the buying considerations of sports fans have changed permanently due to the pandemic. As such, brands and properties are scrutinizing the value of all aspects of their partnerships more than ever, ”said Paul Guest, Commercial Director of SportsPro.
“Based on surveys of over 360,000 people over the past 12 months, the information provided by SponsorPulse ensures that this year’s 50 Most Marketable Properties are the transparent benchmark from which sponsorship stakeholders are looking for.
“However, the data also shows that many of these stakeholders have misunderstood or misrepresented the value of their partnerships. The Opportunity Score which determines the ranking is a universal currency offering a level playing field for brands and properties to develop their partnerships.
To view the full list of the 50 World’s Most Marketable Properties powered by SponsorPulse, head over to SportsPro’s dedicated 50MM content hub and join the conversation on social media using # SP50MM.
The 50 World’s Most Marketable Properties Powered by SponsorPulse 2021 – Top Ten:
1 – Football World Cup
2 – Summer Olympics
3 – NBA
4 – Real Madrid
5 – Barcelona
6 – UEFA Champions League
7 – UEFA European Championship
8 – Liverpool FC
9 – Premier League
10 – Manchester United