Virat Kohli is the best cricketer also in terms of brand value. In fact, the only one to represent the sport he adorns in the Forbes top ten athletes list with best brand values. He stands ahead of the Argentine and Barcelona football star Lionel Messi. The list is released by Forbes – among the most authentic and relied upon sources for business analysis and reviews.
The Indian cricket team captain, who as the only cricketer figures at the 89th position in the Forbes’ best-earning athletes top 100 list, is placed at number seven position – two rungs above Messi.
Tennis legend Roger Federer tops the list with $ 37.2 million annual brand value. The best earning athletes on the Forbes’ top 100 list, Cristiano Ronaldo is at No. 4 position – behind Federer, LeBron James and now retired Usain Bold.
BRAND VALUE CALCULATION
The brand value, though, will not necessarily be corresponding to an athletes’ revenues. Forbes applies a certain formula to calculate the logical brand value of an athlete. Athletes salaries, match fee and bonus are excluded from the net earnings taken into consideration to ascertain the brand value. From these earnings, the average income of the other top ten players in the same sport is deducted to arrive at the brand value.
IPL NOT IN TOP TEN EVENTS
Indian Premier League, in spite of an extremely successful 10-year journey, does not figure among the top ten sports events, led by the Super Bowl with a brand value of ($663m). Summer Olympics ($419m), Winter Olympics ($285m), FIFA World Cup ($229m), NCAA Final Four ($228m), WrestleMania ($195m), UCL ($185m), College Football Playoffs ($176m), Daytonna 500 ($140m) and the MLB World Series ($124m) are the other top ten events in the same order.
The team brand values measure the team’s enterprise value based upon the television, advertising, merchandise and tickets revenues, that exceeds what a typical team in the same sport generates.
NIKE THE BEST IN BUSINESS
International sports apparel and shoes brand Nike tops the top ten business list with the best brand value. Nike has made a 9.6% annual gain to consolidate the brand position at the top. ESPN, in spite of a 4.2% decline is placed second, ahead of another sportswear brand Adidas, which made a significant 12.9% gain.
Business brand value is the amount the enterprise value of sports business the average enterprise value of the comparable business.
In the top ten teams’ list, dominated by NBA, football teams Manchester United, Barcelona and Real Madrid figure at the fourth, fifth and seventh positions respectively.