Forbes Names Nike Most Valuable Brand In Sports

By Kelsey Smith
Wed, Oct 5 2011 3:07 pm

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 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