Fifa World Cup named Most Marketable Property in global sport

The quadrennial international soccer tournament got highest Opportunity Score from SponsorPulse.

by SportsPro

Fifa World Cup named Most Marketable Property in global sport
  • International soccer showpiece headlines SportsPro’s first-ever list of World’s 50 Most Marketable Properties powered by SponsorPulse
  • Summer Olympic Games and NBA complete top three, with Spanish rivals Real Madrid and Barcelona placing fourth and fifth respectively
  • Leagues, teams, governing bodies and major events ranked according to SponsorPulse’s proprietary Opportunity Score

The Fifa World Cup has been ranked as the most marketable property in sport according to SportsPro’s inaugural list of the World’s 50 Most Marketable Properties powered by SponsorPulse.

International soccer’s quadrennial showpiece topped the list ahead of the Summer Olympic Games and the National Basketball Association, while Spanish soccer giants Real Madrid and Barcelona placed fourth and fifth respectively.

The list ranks international sports properties, including leagues, teams, governing bodies and major events, according to SponsorPulse’s Opportunity Score – one universal currency that allows decision makers to instantly compare properties based on seven key metrics: engagement, intensity, momentum, passion, excitement, purchase consideration, and favourability.

SponsorPulse’s robust methodology, which is based upon surveys of over 30,000 people every month, studies the perception of consumers across 18 of the largest markets worldwide to accurately determine people’s behaviours and emotions towards the property, and how they react to sponsors of said properties. More than 250,000 people between the ages of 13 and 64 influenced the list, which saw a total of 185 global sports properties measured.

Soccer accounts for seven of the top ten and 13 of the top 20 properties in the ranking. League of Legends is the top-ranked esports property in the list, coming in ahead of the likes of Formula One, the Los Angeles Lakers, the National Football League, WWE, and all four tennis Grand Slams.

Now in its 11th year, SportsPro’s 50MM platform enables sports marketers to make sponsorship decisions more quickly and intelligently than ever by objectively assessing where true value lies in sports marketing through the application of in-depth data analysis, social media monitoring, and consumer insights. Focused on athletes only since their inception in 2010, the global rankings have been expanded for the first time to include top 50 lists for brands as well as properties.

The inaugural list of the World’s 50 Most Marketable Properties powered by SponsorPulse has been released in full today via a dedicated 50MM content hub containing interactive tables and graphics, individual commercial profiles, features, podcasts and more. The World’s 50 Most Marketable Athletes powered by Nielsen and the first-ever World’s 50 Most Marketed Brands powered by Hookit are also available on the hub.

“Supported by three leading data companies, our newly expanded 50MM platform and dedicated content hub paints the most complete picture yet of where value lies in sports marketing - across athletes, brands and properties,” said Michael Long, SportsPro’s editorial director.

“With marketing budgets being tightened in the wake of the coronavirus pandemic, spending on sports sponsorship is being more scrutinised than ever. Now, with the richer data sets and deeper insights provided by this year’s 50MM rankings, marketers working across all sports can easily identify where the real value lies in order to justify their spending decisions and maximise return on investment.”

“SponsorPulse provides sponsorship professionals with the insights they need at their fingertips, enabling data-driven sponsorship decisions to be made faster. Our service provides partners with the opportunity to asses the reach and impact potential of properties by geography, demographic, purchasing behaviour or digital usage behaviours, which leads to identifying targeted sponsorship opportunities and strengthening sponsorship returns,” said Adam Mitchell, SponsorPulse’s global lead.

“With our platform, sponsorship professionals can access consumer data in a few simple clicks of a button to build a compelling business case for the value of a property sponsorship, while comparing more than 2,000 properties globally, spanning sports, music, entertainment and charity.”

To view the full list of the World’s 50 Most Marketable Properties powered by SponsorPulse, head over to SportsPro’s dedicated 50MM content hub and join in the conversation on social media using the hashtag #SP50MM.

World’s 50 Most Marketable Properties powered by SponsorPulse - the top ten:

  1. Fifa World Cup
  2. Summer Olympic Games
  3. NBA
  4. Real Madrid
  5. Barcelona
  6. Winter Olympic Games
  7. Uefa Champions League
  8. Uefa European Championship
  9. Manchester United
  10. Premier League