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Forbes Names Nike Most Valuable Brand In Sports

Nike is named #1 on Forbes’s Fab. 40 list of the most valuable names in sports. Forbes released the annual Fab. 40 lists, evaluating the top 10 names in four areas: businesses, events, athletes, and teams.  Following Nike in the running includes ESPN, Adidas, Gatorade, and Under Armour.

It comes as no surprise that the Swoosh is placed on top. Nike’s value is upwards $15 billion this year, according to Forbes, a 40% increase from last year. Nike arguably claims the most global of the brands and businesses on the list, leading by a 38% share on the footwear market, and values a 9% increase on the Nike branded apparel (slotted at $5.4 billion), compared to last year’s standings.

Nike athlete, Laura Enever, makes her Chosen debut as she rocks the waves in Bali, Indonesia for the brand's commerical Photo: Nike

Nike athlete, Laura Enever, makes her Chosen debut as she rocks the waves in Bali, Indonesia for the brand's commercial. Photo: Nike

The announcement comes after Nike released “The Chosen” campaign in June, 2011, emphasizing the brand’s focus on action sports. Action sports are a $390 million business for Nike, according to Mark G. Parker, Nike’s chief executive and president. According to Kantar Media, Nike spent $108 million in advertising in 2009, and $116 million in 2010. Much of the increase in ad spending has The Chosen campaign to thank.

Last year alone, the Swoosh-branded sales stacked in at $18.1 billion (with a “B”). Of that $18.1 billion, “$7.6 billion were in North America, $3.8 billion came from Western Europe, $2.1 billion from Greater China and $2.7 billion from emerging markets,” says Forbes’ editors.

Joining Nike on the Fab. 40 list includes The Winter Olympic Games, ranked the sixth most powerful sporting event, valued at $123 million; as well as Shawn White, ranked the tenth most influential branded athlete, valued at $7 million.

Below is the complete list of the Forbes Fab. 40:

The top ten sports business brands:

  1. Nike – $15 billion
  2. ESPN – $11 billion
  3. Adidas – $5 billion
  4. Sky Sports – $3 billion
  5. Gatorade – $2.5 billion
  6. Reebok – $1.5 billion
  7. Under Armour – $1.0 billion
  8. EA Sports – $625 million
  9. YES Network – $600 million
  10. MSG – $500 million

The top five sports events brands:

  1. Super Bowl – $425 million
  2. Summer Olympic Games – $230 million
  3. FIFA World Cup – $147 million
  4. World Series – $140 million
  5. UEFA Champions League – $132 million
  6. Winter Olympic Games – $123 million
  7. Daytona 500 – $112 million
  8. NCAA Men’s Final Four – $92 million
  9. MLB All-Star Week – $76 million
  10. Kentucky Derby – $70 million

The top ten sports athlete brands:

  1. Tiger Woods – $55 million
  2. Roger Federer – $26 million
  3. Phil Mickelson – $24 million.
  4. David Beckham – $20 million
  5. LeBron James – $20 million
  6. Kobe Bryant – $14 million
  7. Maria Sharapova – $9 million
  8. Dale Earnhardt Jr. – $9 million
  9. Cristiano Ronaldo – $8 million
  10. Shaun White – $7 million

The top ten sports team brands:

  1. New York Yankees – $340 million
  2. Manchester United – $269 million
  3. Real Madrid – $264 million
  4. Dallas Cowboys – $193 million
  5. Bayern Munich – $179million
  6. Boston Red Sox – $173 million
  7. Barcelona – $172 million
  8. Arsenal – $158 million
  9. AC Milan – $147 million
  10. New England Patriots – $146 million