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.

Adam Mitchell, global lead at SponsorPulse by IMI, outlines how the global sponsorship intelligence platform uses one universal currency – the Opportunity Score – to size, measure and compare thousands of properties around the world instantly.

Not surprisingly, soccer dominates SportsPro’s inaugural list of the World’s 50 Most Marketable Properties powered by SponsorPulse. SportsPro’s Ed Dixon studies the ranking to find out why the beautiful game reigns supreme.

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Fifa World Cup
1
Fifa World Cup Soccer Opportunity Score 44
53.28 31.11 33.33 26.5 51.94 19.89 18.83
Summer Olympic Games
2
Summer Olympic Games Multi Opportunity Score 38
50.83 24.11 33.33 31.11 45 15.06 15.22
NBA
3
NBA Basketball Opportunity Score 36
44 31.33 24.56 17.72 38.5 15.83 15.06
Real Madrid
4
Real Madrid Soccer Opportunity Score 34
45.72 37.39 26.44 19.06 42.94 17.39 16.17
FC Barcelona
5
FC Barcelona Soccer Opportunity Score 33
45.94 38.22 28.61 21.11 44.44 18.89 17.72
Winter Olympic Games
6
Winter Olympic Games Multi Opportunity Score 33
50.44 21.44 25.67 17.06 40.22 12.89 12.72
Uefa Champions League
7
Uefa Champions League Soccer Opportunity Score 30
49 36.89 30.22 22.94 44.44 16.94 16.11
Uefa European Championship
8
Uefa European Championship Soccer Opportunity Score 29
45.72 32.44 31.22 22.06 44.17 16.5 15.22
Manchester United
9
Manchester United Soccer Opportunity Score 29
44.5 35.5 22.33 15.56 37.56 14 13.22
Premier League
10
Premier League Soccer Opportunity Score 28
43.83 38.89 25.39 18.72 39.44 13.67 12.94
Liverpool
11
Liverpool Soccer Opportunity Score 28
43.72 36.72 25.17 18.28 40.11 16.11 15.28
League of Legends
12
League of Legends Esports Opportunity Score 28
33.72 29 18.5 14.56 29 12.06 11.44
Fifa Women’s World Cup
13
Fifa Women’s World Cup Soccer Opportunity Score 28
45.06 23.44 20.61 14.06 35.72 13.28 13.28
Formula One
14
Formula One Motorsport Opportunity Score 28
46.11 28.06 25.06 18.83 38.33 13.67 14.33
Los Angeles Lakers
15
Los Angeles Lakers Basketball Opportunity Score 25
36.67 29.33 18.17 12.72 30.22 12.33 11.39
Manchester City
16
Manchester City Soccer Opportunity Score 24
42.83 35.17 20.67 14.33 34.22 12.61 12.17
La Liga
17
La Liga Soccer Opportunity Score 24
41.72 37.94 24.17 17.67 38 13.56 13.22
Juventus
18
Juventus Soccer Opportunity Score 24
41.83 36.44 23.11 16.83 36.44 15.28 14.94
NFL
19
NFL Football Opportunity Score 23
41.83 29.78 19.06 14.06 30.33 11.78 10.72
Inter Milan
20
Inter Milan Soccer Opportunity Score 22
39.94 33.06 17.06 12.22 29.06 10.94 10.17
WWE
21
WWE Wrestling Opportunity Score 22
35 28.39 18.83 13.89 29.22 11.67 9.72
AC Milan
22
AC Milan Soccer Opportunity Score 22
39.56 32.78 18.11 12.89 29.22 11.78 11.17
Fiba Basketball World Cup
23
Fiba Basketball World Cup Basketball Opportunity Score 22
37.61 26.44 17.22 11.78 29.39 9.78 10.22
Serie A
24
Serie A Soccer Opportunity Score 21
40.06 36.17 21.33 15.44 33.56 11.78 11.56
World Table Tennis Championships
25
World Table Tennis Championships Table Tennis Opportunity Score 21
33.44 22.94 12.11 8.5 23.11 7.94 7.5
Chelsea
26
Chelsea Soccer Opportunity Score 21
41.33 34.11 19.17 13.11 31.61 12.28 11.33
Chicago Bulls
27
Chicago Bulls Basketball Opportunity Score 21
35.28 27.22 14.56 10.11 27.11 10.11 9.56
FC Bayern Munich
28
FC Bayern Munich Soccer Opportunity Score 21
40.56 34.83 19.83 14.11 32.11 12.44 11.78
Wimbledon
29
Wimbledon Tennis Opportunity Score 21
44.44 22.39 22.33 15.22 33.56 10.72 10.89
US Open
30
US Open Tennis Opportunity Score 21
42.44 22.83 20.83 14.11 31.94 10.78 11.17
WTA
31
WTA Tennis Opportunity Score 20
42.5 23.44 18.39 12.44 29.78 9.72 10.28
Australian Open
32
Australian Open Tennis Opportunity Score 19
40.83 23.5 19.89 13.06 29.89 10.39 10.06
ICC Cricket World Cup
33
ICC Cricket World Cup Cricket Opportunity Score 19
28.06 25.72 12.94 9.72 19.39 8.78 8.22
Arsenal
34
Arsenal Soccer Opportunity Score 19
40.78 33.33 18.33 12.5 29.61 11.61 11
ATP
35
ATP Tennis Opportunity Score 19
44.44 24.28 21 14.28 32.22 10.67 10.72
Paralympic Games
36
Paralympic Games Multi Opportunity Score 19
42.5 19.72 19 11.83 27.89 13.5 16.39
Bundesliga
37
Bundesliga Soccer Opportunity Score 18
38.44 34.33 18.17 13.61 30.94 10.22 9.89
IPL
38
IPL Cricket Opportunity Score 18
26.22 26.33 10.72 8.22 17.67 7.72 7.78
Atletico Madrid
39
Atletico Madrid Soccer Opportunity Score 18
41.83 34.44 19.17 13.28 31.61 11.44 10.94
UFC
40
UFC MMA Opportunity Score 18
35.89 28.56 19.67 14.61 30.56 11.89 11.28
Call of Duty League
41
Call of Duty League Esports Opportunity Score 17
32.56 28 17.06 13.33 29.06 11.61 11.11
New England Patriots
42
New England Patriots Football Opportunity Score 17
31.33 27.83 12.5 9.39 20.67 8 7.72
French Open
43
French Open Tennis Opportunity Score 17
40.06 22.89 18.67 13.06 28.83 9.11 9.39
X Games
44
X Games Action sports Opportunity Score 17
33 25.17 18.56 13.72 27.61 12.17 11.44
Paris Saint-Germain
45
Paris Saint-Germain Soccer Opportunity Score 16
37.94 32.94 17.78 12.61 28.06 11.83 10.83
BWF World Championship
46
BWF World Championship Badminton Opportunity Score 16
29.11 24.83 10.94 8 19.22 7.28 8.22
New York Yankees
47
New York Yankees Baseball Opportunity Score 16
34.39 26.17 15.28 10.44 26.56 10.17 9.44
Tour de France
48
Tour de France Cycling Opportunity Score 16
42.33 22.67 19.67 13.78 29.22 10.44 11.11
Special Olympics
49
Special Olympics Multi Opportunity Score 16
38.89 21.44 18.61 11.61 27.67 12.28 13.56
Green Bay Packers
50
Green Bay Packers Football Opportunity Score 15
29 27.67 11.56 8.67 17.94 7.33 6.94
1
Name Fifa World Cup
  
Sport Soccer
  
Opportunity Score 44
  
Engagement 53.28
Intensity 31.11
Momentum 33.33
Passion 26.50
Excitement 51.94
Consideration 19.89
Favourability 18.83
53.28 31.11 33.33 26.5 51.94 19.89 18.83
2
Name Summer Olympic Games
  
Sport Multi
  
Opportunity Score 38
  
Engagement 50.83
Intensity 24.11
Momentum 33.33
Passion 31.11
Excitement 45.00
Consideration 15.06
Favourability 15.22
50.83 24.11 33.33 31.11 45 15.06 15.22
3
Name NBA
  
Sport Basketball
  
Opportunity Score 36
  
Engagement 44.00
Intensity 31.33
Momentum 24.56
Passion 17.72
Excitement 38.50
Consideration 15.83
Favourability 15.06
44 31.33 24.56 17.72 38.5 15.83 15.06
4
Name Real Madrid
  
Sport Soccer
  
Opportunity Score 34
  
Engagement 45.72
Intensity 37.39
Momentum 26.44
Passion 19.06
Excitement 42.94
Consideration 17.39
Favourability 16.17
45.72 37.39 26.44 19.06 42.94 17.39 16.17
5
Name FC Barcelona
  
Sport Soccer
  
Opportunity Score 33
  
Engagement 45.94
Intensity 38.22
Momentum 28.61
Passion 21.11
Excitement 44.44
Consideration 18.89
Favourability 17.72
45.94 38.22 28.61 21.11 44.44 18.89 17.72
6
Name Winter Olympic Games
  
Sport Multi
  
Opportunity Score 33
  
Engagement 50.44
Intensity 21.44
Momentum 25.67
Passion 17.06
Excitement 40.22
Consideration 12.89
Favourability 12.72
50.44 21.44 25.67 17.06 40.22 12.89 12.72
7
Name Uefa Champions League
  
Sport Soccer
  
Opportunity Score 30
  
Engagement 49.00
Intensity 36.89
Momentum 30.22
Passion 22.94
Excitement 44.44
Consideration 16.94
Favourability 16.11
49 36.89 30.22 22.94 44.44 16.94 16.11
8
Name Uefa European Championship
  
Sport Soccer
  
Opportunity Score 29
  
Engagement 45.72
Intensity 32.44
Momentum 31.22
Passion 22.06
Excitement 44.17
Consideration 16.50
Favourability 15.22
45.72 32.44 31.22 22.06 44.17 16.5 15.22
9
Name Manchester United
  
Sport Soccer
  
Opportunity Score 29
  
Engagement 44.50
Intensity 35.50
Momentum 22.33
Passion 15.56
Excitement 37.56
Consideration 14.00
Favourability 13.22
44.5 35.5 22.33 15.56 37.56 14 13.22
10
Name Premier League
  
Sport Soccer
  
Opportunity Score 28
  
Engagement 43.83
Intensity 38.89
Momentum 25.39
Passion 18.72
Excitement 39.44
Consideration 13.67
Favourability 12.94
43.83 38.89 25.39 18.72 39.44 13.67 12.94
11
Name Liverpool
  
Sport Soccer
  
Opportunity Score 28
  
Engagement 43.72
Intensity 36.72
Momentum 25.17
Passion 18.28
Excitement 40.11
Consideration 16.11
Favourability 15.28
43.72 36.72 25.17 18.28 40.11 16.11 15.28
12
Name League of Legends
  
Sport Esports
  
Opportunity Score 28
  
Engagement 33.72
Intensity 29.00
Momentum 18.50
Passion 14.56
Excitement 29.00
Consideration 12.06
Favourability 11.44
33.72 29 18.5 14.56 29 12.06 11.44
13
Name Fifa Women’s World Cup
  
Sport Soccer
  
Opportunity Score 28
  
Engagement 45.06
Intensity 23.44
Momentum 20.61
Passion 14.06
Excitement 35.72
Consideration 13.28
Favourability 13.28
45.06 23.44 20.61 14.06 35.72 13.28 13.28
14
Name Formula One
  
Sport Motorsport
  
Opportunity Score 28
  
Engagement 46.11
Intensity 28.06
Momentum 25.06
Passion 18.83
Excitement 38.33
Consideration 13.67
Favourability 14.33
46.11 28.06 25.06 18.83 38.33 13.67 14.33
15
Name Los Angeles Lakers
  
Sport Basketball
  
Opportunity Score 25
  
Engagement 36.67
Intensity 29.33
Momentum 18.17
Passion 12.72
Excitement 30.22
Consideration 12.33
Favourability 11.39
36.67 29.33 18.17 12.72 30.22 12.33 11.39
16
Name Manchester City
  
Sport Soccer
  
Opportunity Score 24
  
Engagement 42.83
Intensity 35.17
Momentum 20.67
Passion 14.33
Excitement 34.22
Consideration 12.61
Favourability 12.17
42.83 35.17 20.67 14.33 34.22 12.61 12.17
17
Name La Liga
  
Sport Soccer
  
Opportunity Score 24
  
Engagement 41.72
Intensity 37.94
Momentum 24.17
Passion 17.67
Excitement 38.00
Consideration 13.56
Favourability 13.22
41.72 37.94 24.17 17.67 38 13.56 13.22
18
Name Juventus
  
Sport Soccer
  
Opportunity Score 24
  
Engagement 41.83
Intensity 36.44
Momentum 23.11
Passion 16.83
Excitement 36.44
Consideration 15.28
Favourability 14.94
41.83 36.44 23.11 16.83 36.44 15.28 14.94
19
Name NFL
  
Sport Football
  
Opportunity Score 23
  
Engagement 41.83
Intensity 29.78
Momentum 19.06
Passion 14.06
Excitement 30.33
Consideration 11.78
Favourability 10.72
41.83 29.78 19.06 14.06 30.33 11.78 10.72
20
Name Inter Milan
  
Sport Soccer
  
Opportunity Score 22
  
Engagement 39.94
Intensity 33.06
Momentum 17.06
Passion 12.22
Excitement 29.06
Consideration 10.94
Favourability 10.17
39.94 33.06 17.06 12.22 29.06 10.94 10.17
21
Name WWE
  
Sport Wrestling
  
Opportunity Score 22
  
Engagement 35.00
Intensity 28.39
Momentum 18.83
Passion 13.89
Excitement 29.22
Consideration 11.67
Favourability 9.72
35 28.39 18.83 13.89 29.22 11.67 9.72
22
Name AC Milan
  
Sport Soccer
  
Opportunity Score 22
  
Engagement 39.56
Intensity 32.78
Momentum 18.11
Passion 12.89
Excitement 29.22
Consideration 11.78
Favourability 11.17
39.56 32.78 18.11 12.89 29.22 11.78 11.17
23
Name Fiba Basketball World Cup
  
Sport Basketball
  
Opportunity Score 22
  
Engagement 37.61
Intensity 26.44
Momentum 17.22
Passion 11.78
Excitement 29.39
Consideration 9.78
Favourability 10.22
37.61 26.44 17.22 11.78 29.39 9.78 10.22
24
Name Serie A
  
Sport Soccer
  
Opportunity Score 21
  
Engagement 40.06
Intensity 36.17
Momentum 21.33
Passion 15.44
Excitement 33.56
Consideration 11.78
Favourability 11.56
40.06 36.17 21.33 15.44 33.56 11.78 11.56
25
Name World Table Tennis Championships
  
Sport Table Tennis
  
Opportunity Score 21
  
Engagement 33.44
Intensity 22.94
Momentum 12.11
Passion 8.50
Excitement 23.11
Consideration 7.94
Favourability 7.50
33.44 22.94 12.11 8.5 23.11 7.94 7.5
26
Name Chelsea
  
Sport Soccer
  
Opportunity Score 21
  
Engagement 41.33
Intensity 34.11
Momentum 19.17
Passion 13.11
Excitement 31.61
Consideration 12.28
Favourability 11.33
41.33 34.11 19.17 13.11 31.61 12.28 11.33
27
Name Chicago Bulls
  
Sport Basketball
  
Opportunity Score 21
  
Engagement 35.28
Intensity 27.22
Momentum 14.56
Passion 10.11
Excitement 27.11
Consideration 10.11
Favourability 9.56
35.28 27.22 14.56 10.11 27.11 10.11 9.56
28
Name FC Bayern Munich
  
Sport Soccer
  
Opportunity Score 21
  
Engagement 40.56
Intensity 34.83
Momentum 19.83
Passion 14.11
Excitement 32.11
Consideration 12.44
Favourability 11.78
40.56 34.83 19.83 14.11 32.11 12.44 11.78
29
Name Wimbledon
  
Sport Tennis
  
Opportunity Score 21
  
Engagement 44.44
Intensity 22.39
Momentum 22.33
Passion 15.22
Excitement 33.56
Consideration 10.72
Favourability 10.89
44.44 22.39 22.33 15.22 33.56 10.72 10.89
30
Name US Open
  
Sport Tennis
  
Opportunity Score 21
  
Engagement 42.44
Intensity 22.83
Momentum 20.83
Passion 14.11
Excitement 31.94
Consideration 10.78
Favourability 11.17
42.44 22.83 20.83 14.11 31.94 10.78 11.17
31
Name WTA
  
Sport Tennis
  
Opportunity Score 20
  
Engagement 42.50
Intensity 23.44
Momentum 18.39
Passion 12.44
Excitement 29.78
Consideration 9.72
Favourability 10.28
42.5 23.44 18.39 12.44 29.78 9.72 10.28
32
Name Australian Open
  
Sport Tennis
  
Opportunity Score 19
  
Engagement 40.83
Intensity 23.50
Momentum 19.89
Passion 13.06
Excitement 29.89
Consideration 10.39
Favourability 10.06
40.83 23.5 19.89 13.06 29.89 10.39 10.06
33
Name ICC Cricket World Cup
  
Sport Cricket
  
Opportunity Score 19
  
Engagement 28.06
Intensity 25.72
Momentum 12.94
Passion 9.72
Excitement 19.39
Consideration 8.78
Favourability 8.22
28.06 25.72 12.94 9.72 19.39 8.78 8.22
34
Name Arsenal
  
Sport Soccer
  
Opportunity Score 19
  
Engagement 40.78
Intensity 33.33
Momentum 18.33
Passion 12.50
Excitement 29.61
Consideration 11.61
Favourability 11.00
40.78 33.33 18.33 12.5 29.61 11.61 11
35
Name ATP
  
Sport Tennis
  
Opportunity Score 19
  
Engagement 44.44
Intensity 24.28
Momentum 21.00
Passion 14.28
Excitement 32.22
Consideration 10.67
Favourability 10.72
44.44 24.28 21 14.28 32.22 10.67 10.72
36
Name Paralympic Games
  
Sport Multi
  
Opportunity Score 19
  
Engagement 42.50
Intensity 19.72
Momentum 19.00
Passion 11.83
Excitement 27.89
Consideration 13.50
Favourability 16.39
42.5 19.72 19 11.83 27.89 13.5 16.39
37
Name Bundesliga
  
Sport Soccer
  
Opportunity Score 18
  
Engagement 38.44
Intensity 34.33
Momentum 18.17
Passion 13.61
Excitement 30.94
Consideration 10.22
Favourability 9.89
38.44 34.33 18.17 13.61 30.94 10.22 9.89
38
Name IPL
  
Sport Cricket
  
Opportunity Score 18
  
Engagement 26.22
Intensity 26.33
Momentum 10.72
Passion 8.22
Excitement 17.67
Consideration 7.72
Favourability 7.78
26.22 26.33 10.72 8.22 17.67 7.72 7.78
39
Name Atletico Madrid
  
Sport Soccer
  
Opportunity Score 18
  
Engagement 41.83
Intensity 34.44
Momentum 19.17
Passion 13.28
Excitement 31.61
Consideration 11.44
Favourability 10.94
41.83 34.44 19.17 13.28 31.61 11.44 10.94
40
Name UFC
  
Sport MMA
  
Opportunity Score 18
  
Engagement 35.89
Intensity 28.56
Momentum 19.67
Passion 14.61
Excitement 30.56
Consideration 11.89
Favourability 11.28
35.89 28.56 19.67 14.61 30.56 11.89 11.28
41
Name Call of Duty League
  
Sport Esports
  
Opportunity Score 17
  
Engagement 32.56
Intensity 28.00
Momentum 17.06
Passion 13.33
Excitement 29.06
Consideration 11.61
Favourability 11.11
32.56 28 17.06 13.33 29.06 11.61 11.11
42
Name New England Patriots
  
Sport Football
  
Opportunity Score 17
  
Engagement 31.33
Intensity 27.83
Momentum 12.50
Passion 9.39
Excitement 20.67
Consideration 8.00
Favourability 7.72
31.33 27.83 12.5 9.39 20.67 8 7.72
43
Name French Open
  
Sport Tennis
  
Opportunity Score 17
  
Engagement 40.06
Intensity 22.89
Momentum 18.67
Passion 13.06
Excitement 28.83
Consideration 9.11
Favourability 9.39
40.06 22.89 18.67 13.06 28.83 9.11 9.39
44
Name X Games
  
Sport Action sports
  
Opportunity Score 17
  
Engagement 33.00
Intensity 25.17
Momentum 18.56
Passion 13.72
Excitement 27.61
Consideration 12.17
Favourability 11.44
33 25.17 18.56 13.72 27.61 12.17 11.44
45
Name Paris Saint-Germain
  
Sport Soccer
  
Opportunity Score 16
  
Engagement 37.94
Intensity 32.94
Momentum 17.78
Passion 12.61
Excitement 28.06
Consideration 11.83
Favourability 10.83
37.94 32.94 17.78 12.61 28.06 11.83 10.83
46
Name BWF World Championship
  
Sport Badminton
  
Opportunity Score 16
  
Engagement 29.11
Intensity 24.83
Momentum 10.94
Passion 8.00
Excitement 19.22
Consideration 7.28
Favourability 8.22
29.11 24.83 10.94 8 19.22 7.28 8.22
47
Name New York Yankees
  
Sport Baseball
  
Opportunity Score 16
  
Engagement 34.39
Intensity 26.17
Momentum 15.28
Passion 10.44
Excitement 26.56
Consideration 10.17
Favourability 9.44
34.39 26.17 15.28 10.44 26.56 10.17 9.44
48
Name Tour de France
  
Sport Cycling
  
Opportunity Score 16
  
Engagement 42.33
Intensity 22.67
Momentum 19.67
Passion 13.78
Excitement 29.22
Consideration 10.44
Favourability 11.11
42.33 22.67 19.67 13.78 29.22 10.44 11.11
49
Name Special Olympics
  
Sport Multi
  
Opportunity Score 16
  
Engagement 38.89
Intensity 21.44
Momentum 18.61
Passion 11.61
Excitement 27.67
Consideration 12.28
Favourability 13.56
38.89 21.44 18.61 11.61 27.67 12.28 13.56
50
Name Green Bay Packers
  
Sport Football
  
Opportunity Score 15
  
Engagement 29.00
Intensity 27.67
Momentum 11.56
Passion 8.67
Excitement 17.94
Consideration 7.33
Favourability 6.94
29 27.67 11.56 8.67 17.94 7.33 6.94
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