Yankees overtakes Man Utd as most valuable team brand 28/04/2010 |
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The New York Yankees has overtaken Manchester United to become the world’s most valuable team brand, according to Forbes.
It is the first time since Forbes started tracking brand value in sport three years ago that the English Premier League team has not topped the list.
Brand value is the portion of the team’s overall value that is not attributable to market demographics and league. The Yankees brand is worth $328m (21 per cent of its $1.6bn total team value), calculates Forbes, while the Manchester United name is worth $285m (16 per cent of its $1.835bn value).
The change is partly down to a Yankees merchandising frenzy following its 27th World Series title and the opening of its new stadium. Gross sales of World Series and Yankees championship-emblazoned products totalled $450m last year, while the new stadium triggered a 40 per cent rise in sponsorship revenue.
Also helping the Yankees to the top spot on the list was a strengthening US dollar, which gained 17 per cent on the British pound over the 12-month period Forbes reviewed.
Making up the top five were Real Madrid ($240m), the Dallas Cowboys ($208m) and Barcelona ($180m).
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