The following is an excerpt from Mike Ozanian | October 22, 2015 | Forbes.com |
The Forbes Fab 40 measures the value of the top brands in sports. Our brand values do not tell you what the top teams, athletes, businesses and events in sports are worth. Rather, how much the name of each–all by itself–contributes to the value.
The methodology is different for each of the four categories.
For the sports business category, the brand value is the difference between the estimated enterprise value of the business brand and what the value of a similar business is worth. Team TISI +% brands are the amount of the team’s value that can be attributable to local revenue streams such as television and tickets, above and beyond what the typical team in the same sport and in a similar market generates. Athlete brand values are the amount by which endorsement income exceeds the average endorsement income earned by the top 10 earning athletes in the same sport during the past year. And sports event brands are revenue-per-event-day.
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