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