Indian Premier League despite its high values and strong sponsorship support has been rated behind the quadrennial ICC Cricket World Cup in marketability values.
The most valuable professional cricket property figures in the 38th position in the World’s 50 Most Marketable Sports Properties, powered by SponsorPulse’s Opportunity Score.
FIFA World Cup tops the chart, while the ICC World Cup is in the 33rd position.
The survey has given 18 scoring points to the IPL. On other scales IPL is valued at 38.44 for engagement, 34.33 for intensity, 18.17 for momentum, 13.61 for passion, 30.94 for excitement, 10.22 for purchase consideration and 9.89 for favourability.
ICC World Cup in the 33rd position has 19 opportunity score. On other parameters are valued at 28.06 engagement, 25.72 intensity, 12.94 momentum, 9.72 passion, 19.39 excitement, 8.78 purchase consideration and 8.22 favourability.
The Top 10 Most Marketable Sports Properties:
- FIFA World Cup (Football – 44 Opportunity Score); 2. Summer Olympic Games (Multiple – 38); 3. NBA (Basketball – 36); 4. Real Madrid (Soccer – 33); 5. FC Barcelona (Soccer – 33); 6. Winter Olympic Games (Multiple – 33); 7. Uefa Champions League (Soccer – 30); 8. Uefa European Championships – (Soccer – 29); 9. Manchester United (Soccer – 29); and 10. Premier League (Soccer – 28).
The World’s 50 Most Marketable Properties list is powered by 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.
Based upon surveys of over 30,000 people every month, the methodology 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.