Expand
FIFA World Cup
1
2020
FIFA World Cup
Soccer
Engagement:
53.28
Intensity:
31.11
Momentum:
33.33
Passion:
26.50
Excitement:
51.94
Consideration:
19.89
Favourability:
18.83
Opportunity Score: 44
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
2020
Summer Olympic Games
Multi
Engagement:
50.83
Intensity:
24.11
Momentum:
33.33
Passion:
31.11
Excitement:
45.00
Consideration:
15.06
Favourability:
15.22
Opportunity Score: 38
2
Summer Olympic Games Multi Opportunity Score 38
50.83 24.11 33.33 31.11 45 15.06 15.22
NBA
3
2020
NBA
Basketball
Engagement:
44.00
Intensity:
31.33
Momentum:
24.56
Passion:
17.72
Excitement:
38.50
Consideration:
15.83
Favourability:
15.06
Opportunity Score: 36
3
NBA Basketball Opportunity Score 36
44 31.33 24.56 17.72 38.5 15.83 15.06
Real Madrid
4
2020
Real Madrid
Soccer
Engagement:
45.72
Intensity:
37.39
Momentum:
26.44
Passion:
19.06
Excitement:
42.94
Consideration:
17.39
Favourability:
16.17
Opportunity Score: 34
4
Real Madrid Soccer Opportunity Score 34
45.72 37.39 26.44 19.06 42.94 17.39 16.17
FC Barcelona
5
2020
FC Barcelona
Soccer
Engagement:
45.94
Intensity:
38.22
Momentum:
28.61
Passion:
21.11
Excitement:
44.44
Consideration:
18.89
Favourability:
17.72
Opportunity Score: 33
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
2020
Winter Olympic Games
Multi
Engagement:
50.44
Intensity:
21.44
Momentum:
25.67
Passion:
17.06
Excitement:
40.22
Consideration:
12.89
Favourability:
12.72
Opportunity Score: 33
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
2020
Uefa Champions League
Soccer
Engagement:
49.00
Intensity:
36.89
Momentum:
30.22
Passion:
22.94
Excitement:
44.44
Consideration:
16.94
Favourability:
16.11
Opportunity Score: 30
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
2020
Uefa European Championship
Soccer
Engagement:
45.72
Intensity:
32.44
Momentum:
31.22
Passion:
22.06
Excitement:
44.17
Consideration:
16.50
Favourability:
15.22
Opportunity Score: 29
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
2020
Manchester United
Soccer
Engagement:
44.50
Intensity:
35.50
Momentum:
22.33
Passion:
15.56
Excitement:
37.56
Consideration:
14.00
Favourability:
13.22
Opportunity Score: 29
9
Manchester United Soccer Opportunity Score 29
44.5 35.5 22.33 15.56 37.56 14 13.22
Premier League
10
2020
Premier League
Soccer
Engagement:
43.83
Intensity:
38.89
Momentum:
25.39
Passion:
18.72
Excitement:
39.44
Consideration:
13.67
Favourability:
12.94
Opportunity Score: 28
10
Premier League Soccer Opportunity Score 28
43.83 38.89 25.39 18.72 39.44 13.67 12.94
Liverpool
11
2020
Liverpool
Soccer
Engagement:
43.72
Intensity:
36.72
Momentum:
25.17
Passion:
18.28
Excitement:
40.11
Consideration:
16.11
Favourability:
15.28
Opportunity Score: 28
11
Liverpool Soccer Opportunity Score 28
43.72 36.72 25.17 18.28 40.11 16.11 15.28
League of Legends
12
2020
League of Legends
Esports
Engagement:
33.72
Intensity:
29.00
Momentum:
18.50
Passion:
14.56
Excitement:
29.00
Consideration:
12.06
Favourability:
11.44
Opportunity Score: 28
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
2020
Fifa Women’s World Cup
Soccer
Engagement:
45.06
Intensity:
23.44
Momentum:
20.61
Passion:
14.06
Excitement:
35.72
Consideration:
13.28
Favourability:
13.28
Opportunity Score: 28
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
2020
Formula One
Motorsport
Engagement:
46.11
Intensity:
28.06
Momentum:
25.06
Passion:
18.83
Excitement:
38.33
Consideration:
13.67
Favourability:
14.33
Opportunity Score: 28
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
2020
Los Angeles Lakers
Basketball
Engagement:
36.67
Intensity:
29.33
Momentum:
18.17
Passion:
12.72
Excitement:
30.22
Consideration:
12.33
Favourability:
11.39
Opportunity Score: 25
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
2020
Manchester City
Soccer
Engagement:
42.83
Intensity:
35.17
Momentum:
20.67
Passion:
14.33
Excitement:
34.22
Consideration:
12.61
Favourability:
12.17
Opportunity Score: 24
16
Manchester City Soccer Opportunity Score 24
42.83 35.17 20.67 14.33 34.22 12.61 12.17
La Liga
17
2020
La Liga
Soccer
Engagement:
41.72
Intensity:
37.94
Momentum:
24.17
Passion:
17.67
Excitement:
38.00
Consideration:
13.56
Favourability:
13.22
Opportunity Score: 24
17
La Liga Soccer Opportunity Score 24
41.72 37.94 24.17 17.67 38 13.56 13.22
Juventus
18
2020
Juventus
Soccer
Engagement:
41.83
Intensity:
36.44
Momentum:
23.11
Passion:
16.83
Excitement:
36.44
Consideration:
15.28
Favourability:
14.94
Opportunity Score: 24
18
Juventus Soccer Opportunity Score 24
41.83 36.44 23.11 16.83 36.44 15.28 14.94
NFL
19
2020
NFL
Football
Engagement:
41.83
Intensity:
29.78
Momentum:
19.06
Passion:
14.06
Excitement:
30.33
Consideration:
11.78
Favourability:
10.72
Opportunity Score: 23
19
NFL Football Opportunity Score 23
41.83 29.78 19.06 14.06 30.33 11.78 10.72
Inter Milan
20
2020
Inter Milan
Soccer
Engagement:
39.94
Intensity:
33.06
Momentum:
17.06
Passion:
12.22
Excitement:
29.06
Consideration:
10.94
Favourability:
10.17
Opportunity Score: 22
20
Inter Milan Soccer Opportunity Score 22
39.94 33.06 17.06 12.22 29.06 10.94 10.17
WWE
21
2020
WWE
Wrestling
Engagement:
35.00
Intensity:
28.39
Momentum:
18.83
Passion:
13.89
Excitement:
29.22
Consideration:
11.67
Favourability:
9.72
Opportunity Score: 22
21
WWE Wrestling Opportunity Score 22
35 28.39 18.83 13.89 29.22 11.67 9.72
AC Milan
22
2020
AC Milan
Soccer
Engagement:
39.56
Intensity:
32.78
Momentum:
18.11
Passion:
12.89
Excitement:
29.22
Consideration:
11.78
Favourability:
11.17
Opportunity Score: 22
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
2020
Fiba Basketball World Cup
Basketball
Engagement:
37.61
Intensity:
26.44
Momentum:
17.22
Passion:
11.78
Excitement:
29.39
Consideration:
9.78
Favourability:
10.22
Opportunity Score: 22
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
2020
Serie A
Soccer
Engagement:
40.06
Intensity:
36.17
Momentum:
21.33
Passion:
15.44
Excitement:
33.56
Consideration:
11.78
Favourability:
11.56
Opportunity Score: 21
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
2020
World Table Tennis Championships
Table Tennis
Engagement:
33.44
Intensity:
22.94
Momentum:
12.11
Passion:
8.50
Excitement:
23.11
Consideration:
7.94
Favourability:
7.50
Opportunity Score: 21
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
2020
Chelsea
Soccer
Engagement:
41.33
Intensity:
34.11
Momentum:
19.17
Passion:
13.11
Excitement:
31.61
Consideration:
12.28
Favourability:
11.33
Opportunity Score: 21
26
Chelsea Soccer Opportunity Score 21
41.33 34.11 19.17 13.11 31.61 12.28 11.33
Chicago Bulls
27
2020
Chicago Bulls
Basketball
Engagement:
35.28
Intensity:
27.22
Momentum:
14.56
Passion:
10.11
Excitement:
27.11
Consideration:
10.11
Favourability:
9.56
Opportunity Score: 21
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
2020
FC Bayern Munich
Soccer
Engagement:
40.56
Intensity:
34.83
Momentum:
19.83
Passion:
14.11
Excitement:
32.11
Consideration:
12.44
Favourability:
11.78
Opportunity Score: 21
28
FC Bayern Munich Soccer Opportunity Score 21
40.56 34.83 19.83 14.11 32.11 12.44 11.78
Wimbledon
29
2020
Wimbledon
Tennis
Engagement:
44.44
Intensity:
22.39
Momentum:
22.33
Passion:
15.22
Excitement:
33.56
Consideration:
10.72
Favourability:
10.89
Opportunity Score: 21
29
Wimbledon Tennis Opportunity Score 21
44.44 22.39 22.33 15.22 33.56 10.72 10.89
US Open
30
2020
US Open
Tennis
Engagement:
42.44
Intensity:
22.83
Momentum:
20.83
Passion:
14.11
Excitement:
31.94
Consideration:
10.78
Favourability:
11.17
Opportunity Score: 21
30
US Open Tennis Opportunity Score 21
42.44 22.83 20.83 14.11 31.94 10.78 11.17
WTA
31
2020
WTA
Tennis
Engagement:
42.50
Intensity:
23.44
Momentum:
18.39
Passion:
12.44
Excitement:
29.78
Consideration:
9.72
Favourability:
10.28
Opportunity Score: 20
31
WTA Tennis Opportunity Score 20
42.5 23.44 18.39 12.44 29.78 9.72 10.28
Australian Open
32
2020
Australian Open
Tennis
Engagement:
40.83
Intensity:
23.50
Momentum:
19.89
Passion:
13.06
Excitement:
29.89
Consideration:
10.39
Favourability:
10.06
Opportunity Score: 19
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
2020
ICC Cricket World Cup
Cricket
Engagement:
28.06
Intensity:
25.72
Momentum:
12.94
Passion:
9.72
Excitement:
19.39
Consideration:
8.78
Favourability:
8.22
Opportunity Score: 19
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
2020
Arsenal
Soccer
Engagement:
40.78
Intensity:
33.33
Momentum:
18.33
Passion:
12.50
Excitement:
29.61
Consideration:
11.61
Favourability:
11.00
Opportunity Score: 19
34
Arsenal Soccer Opportunity Score 19
40.78 33.33 18.33 12.5 29.61 11.61 11
ATP
35
2020
ATP
Tennis
Engagement:
44.44
Intensity:
24.28
Momentum:
21.00
Passion:
14.28
Excitement:
32.22
Consideration:
10.67
Favourability:
10.72
Opportunity Score: 19
35
ATP Tennis Opportunity Score 19
44.44 24.28 21 14.28 32.22 10.67 10.72
Paralympic Games
36
2020
Paralympic Games
Multi
Engagement:
42.50
Intensity:
19.72
Momentum:
19.00
Passion:
11.83
Excitement:
27.89
Consideration:
13.50
Favourability:
16.39
Opportunity Score: 19
36
Paralympic Games Multi Opportunity Score 19
42.5 19.72 19 11.83 27.89 13.5 16.39
Bundesliga
37
2020
Bundesliga
Soccer
Engagement:
38.44
Intensity:
34.33
Momentum:
18.17
Passion:
13.61
Excitement:
30.94
Consideration:
10.22
Favourability:
9.89
Opportunity Score: 18
37
Bundesliga Soccer Opportunity Score 18
38.44 34.33 18.17 13.61 30.94 10.22 9.89
IPL
38
2020
IPL
Cricket
Engagement:
26.22
Intensity:
26.33
Momentum:
10.72
Passion:
8.22
Excitement:
17.67
Consideration:
7.72
Favourability:
7.78
Opportunity Score: 18
38
IPL Cricket Opportunity Score 18
26.22 26.33 10.72 8.22 17.67 7.72 7.78
Atletico Madrid
39
2020
Atletico Madrid
Soccer
Engagement:
41.83
Intensity:
34.44
Momentum:
19.17
Passion:
13.28
Excitement:
31.61
Consideration:
11.44
Favourability:
10.94
Opportunity Score: 18
39
Atletico Madrid Soccer Opportunity Score 18
41.83 34.44 19.17 13.28 31.61 11.44 10.94
UFC
40
2020
UFC
MMA
Engagement:
35.89
Intensity:
28.56
Momentum:
19.67
Passion:
14.61
Excitement:
30.56
Consideration:
11.89
Favourability:
11.28
Opportunity Score: 18
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
2020
Call of Duty League
Esports
Engagement:
32.56
Intensity:
28.00
Momentum:
17.06
Passion:
13.33
Excitement:
29.06
Consideration:
11.61
Favourability:
11.11
Opportunity Score: 17
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
2020
New England Patriots
Football
Engagement:
31.33
Intensity:
27.83
Momentum:
12.50
Passion:
9.39
Excitement:
20.67
Consideration:
8.00
Favourability:
7.72
Opportunity Score: 17
42
New England Patriots Football Opportunity Score 17
31.33 27.83 12.5 9.39 20.67 8 7.72
French Open
43
2020
French Open
Tennis
Engagement:
40.06
Intensity:
22.89
Momentum:
18.67
Passion:
13.06
Excitement:
28.83
Consideration:
9.11
Favourability:
9.39
Opportunity Score: 17
43
French Open Tennis Opportunity Score 17
40.06 22.89 18.67 13.06 28.83 9.11 9.39
X Games
44
2020
X Games
Action sports
Engagement:
33.00
Intensity:
25.17
Momentum:
18.56
Passion:
13.72
Excitement:
27.61
Consideration:
12.17
Favourability:
11.44
Opportunity Score: 17
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
2020
Paris Saint-Germain
Soccer
Engagement:
37.94
Intensity:
32.94
Momentum:
17.78
Passion:
12.61
Excitement:
28.06
Consideration:
11.83
Favourability:
10.83
Opportunity Score: 16
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
2020
BWF World Championship
Badminton
Engagement:
29.11
Intensity:
24.83
Momentum:
10.94
Passion:
8.00
Excitement:
19.22
Consideration:
7.28
Favourability:
8.22
Opportunity Score: 16
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
2020
New York Yankees
Baseball
Engagement:
34.39
Intensity:
26.17
Momentum:
15.28
Passion:
10.44
Excitement:
26.56
Consideration:
10.17
Favourability:
9.44
Opportunity Score: 16
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
2020
Tour de France
Cycling
Engagement:
42.33
Intensity:
22.67
Momentum:
19.67
Passion:
13.78
Excitement:
29.22
Consideration:
10.44
Favourability:
11.11
Opportunity Score: 16
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
2020
Special Olympics
Multi
Engagement:
38.89
Intensity:
21.44
Momentum:
18.61
Passion:
11.61
Excitement:
27.67
Consideration:
12.28
Favourability:
13.56
Opportunity Score: 16
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
2020
Green Bay Packers
Football
Engagement:
29.00
Intensity:
27.67
Momentum:
11.56
Passion:
8.67
Excitement:
17.94
Consideration:
7.33
Favourability:
6.94
Opportunity Score: 15
50
Green Bay Packers Football Opportunity Score 15
29 27.67 11.56 8.67 17.94 7.33 6.94

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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