Nike is named #1 on Forbes’s Fab. 40 list of the most valuable names in sports. Forbes released the annual Fab. 40 lists, evaluating the top 10 names in four areas: businesses, events, athletes, and teams. Following Nike in the running includes ESPN, Adidas, Gatorade, and Under Armour.
It comes as no surprise that the Swoosh is placed on top. Nike’s value is upwards $15 billion this year, according to Forbes, a 40% increase from last year. Nike arguably claims the most global of the brands and businesses on the list, leading by a 38% share on the footwear market, and values a 9% increase on the Nike branded apparel (slotted at $5.4 billion), compared to last year’s standings.
The announcement comes after Nike released “The Chosen” campaign in June, 2011, emphasizing the brand’s focus on action sports. Action sports are a $390 million business for Nike, according to Mark G. Parker, Nike’s chief executive and president. According to Kantar Media, Nike spent $108 million in advertising in 2009, and $116 million in 2010. Much of the increase in ad spending has The Chosen campaign to thank.
Last year alone, the Swoosh-branded sales stacked in at $18.1 billion (with a “B”). Of that $18.1 billion, “$7.6 billion were in North America, $3.8 billion came from Western Europe, $2.1 billion from Greater China and $2.7 billion from emerging markets,” says Forbes’ editors.
Joining Nike on the Fab. 40 list includes The Winter Olympic Games, ranked the sixth most powerful sporting event, valued at $123 million; as well as Shawn White, ranked the tenth most influential branded athlete, valued at $7 million.
Below is the complete list of the Forbes Fab. 40:
The top ten sports business brands:
- Nike – $15 billion
- ESPN – $11 billion
- Adidas – $5 billion
- Sky Sports – $3 billion
- Gatorade – $2.5 billion
- Reebok – $1.5 billion
- Under Armour – $1.0 billion
- EA Sports – $625 million
- YES Network – $600 million
- MSG – $500 million