NBA listed as third most valuable sports property for 2021

The SportsPro’s 2021 Top 50 Most Marketable Properties list was published this week and once again the FIFA World Cup as the event that offers the greatest sponsorship opportunities.

NBA listed as third most valuable sports property for 2021

The annual SportsPro 50 Most Marketable Properties for 2021 was published earlier in the week with the listing complied in conjunction with SponsorPulse.

The list showcases the sports brands that are deemed to be the most attractive for sponsors and those considered to offer delivery in terms of marketing opportunities.

All sporting properties on the final list offer a global reach with high frequency of engagement, high levels of interest and excitement as well as offering the opportunity to convert consumers into customers.

360,000 people canvassed

In order to compile the listing, SponsorPulse canvassed over 360,000 people in 18 nations ranging from Argentina to Indonesia using the 'Opportunity Score' as the definitive metric to judge each property from the more than 500 leagues, teams and tournaments that were considered. This metric considers a series of factors being attributed to each candidate such as: reach, frequency, generated passion level, purchase consideration and potential for sponsor impact.

Soccer dominates Top 10

The FIFA World Cup retains top spot in the listing which sees the 'beautiful game' dominant in the Top 10 with Real Madrid (4th), FC Barcelona (5th), UEFA's Champions League and European Championship at 6th and 7th respectively. The soccer domination continues with Liverpool FC (8th) ahead of the Premier League and Manchester United in 9th and 10th place.

Champions League - Group F - Manchester United v AtalantaSoccer Football - Champions League - Group F - Manchester United v Atalanta - Old Trafford, Manchester, Britain - October 20, 2021 Manchester United's Cristiano Ronaldo celebrates scoring their third goal with Harry Maguire REUTERS/Phil Noble

E-sports in the shape of League of Legends sees a one place increase with LA Lakers marking the first US sports franchise in the listing at 15th place.

The NFL makes an appearance at 37 and Chicago Bulls are the other US sports franchise with the NBA team at 47th on the listing.