Brand Finance Sporting Brands 2012 Press Release

On the Worlds most valuable sports brands

For Immediate Release 23/10/12 The BrandFinance Sporting Brands 2012: Europe defeats US in Global Sports Brand Clash
European teams top list of 250 most valuable sports team brands Manchester United is the worlds most valuable sports team brand NFL teams have the highest average brand values

BrandFinance Most Valuable Team Brands by Sport

Rank 2012 1 Club Manchester United FC Dallas Cowboys New York Yankees Los Angeles Lakers Montreal Canadiens Mumbai Indians Sport Football NFL MLB NBA NHL IPL Brand Value (US$ m) 853 510 397 204 107 48 Brand Rating AAA+ A+ AA AA A+ AA

For the first time, the brand values of all major sports teams worldwide have been calculated and compared. Manchester United triumph with a brand value of $853 million. Brand Finance plc, the worlds leading brand valuation consultancy, compiled the list of the worlds 250 most valuable sports teams, including football clubs and teams from the NFL, NHL, NBA, MLB and the Indian Premier League. The full BrandFinance Sporting Brands 2012 table can be found at www.brandirectory.com.

5 10 40 81 146

Football club brands top the table - Manchester United is 1st with a brand value of $853m The Dallas Cowboys are the top US team, narrowly defeating the New England Patriots The NFL has the most teams in the top 10 and teams with the highest average brand value At $398m the NY Yankees brand value is double its nearest MLB rival the St Louis Cardinals The LA Lakers are the most valuable NBA team and are 40th with a brand value of $205 m The NHLs player lockout has hit brand values - Montreal Canadiens are top, but 81st overall The most valuable IPL team, the Mumbai Indians, is 146th overall, with a value of $48 m

Average team brand value for different sports (US$ millions)

285 229* 146 91 38 35 * Football figure based
on top 32 clubs for comparison with NFL

% of total brand value of the BrandFinance Sporting 250 attributable to different sports
NHL 4% IPL 1% Football 36%

NBA 10% MLB 16%

NFL 33%

Inequality in Football European football provides the four most valuable sports team brands. However on average football brands are less valuable than those from the NFL. The total value of all 32 NFL team brands is $9.1 billion whilst the total for the 32 most valuable football brands is just $7.3 billion. This shows how polarized football clubs have become in terms of wealth, reputation and prestige. The teams at the very top such as Manchester United, Real Madrid, Barcelona and Bayern Munich are global brands with an international following. They are supported by super-rich foreign investors as well as income from European competitions and can leverage their brands to generate revenues worldwide from. Meanwhile even top-flight teams outside this elite are struggling to compete or are deeply indebted to cover player wage demands. Socialist US vs Free-Market Europe

BrandFinance Top 10 Most Valuable Sports Team Brands

Rank 2012 1 2 3 4 5 6 7 8 9 10 Club Manchester United FC FC Bayern Mnchen Real Madrid CF FC Barcelona Dallas Cowboys New England Patriots New York Giants Green Bay Packers Pittsburgh Steelers New York Yankees Sport Brand Value (US$ m) 852 785 599 580 510 499 471 460 410 397 Brand Rating AAA+ AAA AAA+ AAA+ A+ AA AA AAA AA+ AA

Football Football Football Football NFL NFL NFL NFL NFL MLB

This disparity can be quantified using the Gini coefficient, a measure of inequality which represents perfect equality as 0% and total inequality as 100%. The results clearly show that football is by far the most unequal with a figure of 45.01%. In contrast the coefficient for the 32 teams of the NFL is 18.26%. MLB, the NBA and NHL have coefficients of 18.27%, 22.39% and 31.28% respectively. Commenting on the findings, Brand Finance CEO David Haigh stated, Some may see this as further evidence of the need for financial fair play rules in football, to cap the wage inflation that has created such a gulf in both performance and in financial sustainability. Others will note with interest that while the US is usually seen as the home of free-market capitalism and Europe generally more committed to equality and redistribution, on the sports field the opposite appears to be true. While billions of dollars can be freely spent on the Presidential election campaign, Peyton Mannings jersey must remain logo-free. IPL stumped Despite cricket being the worlds second most popular sport, the total value of IPL teams is just $321 million. The league has also been dogged by well-documented corruption and financial mismanagement. The greater parity between its nine teams is one things the IPL does have to cheer about however. The Indian Premier League is the most equal of all the major sports leagues in terms of brand value. Its Gini coefficient is just 11.31%.

Notes for Editors

The valuation date for the BrandFinance Sporting Brands 2012 is 1st June 2012. The working definition of brand used is, trademark and associated intellectual property. Incorporating data from all listed companies globally, each brand is accorded a brand rating (a benchmarking study of the strength, risk and future potential of a brand relative to its competitor set) as well as a brand value (a summary measure of the financial strength of the brand). Brand Finance uses the Royalty Relief method to analyse the royalties that a corporation would have to pay to license its brand if it did not own it.

About Brand Finance Brand Finance plc, the worlds leading brand valuation consultancy, advises strongly branded organisations on maximising their brand value through effective management of their brands and intangible assets. Founded in 1996, Brand Finance has performed thousands of branded business, brand and intangible asset valuations worth trillions of dollars. Brand Finance is headquartered in London and has a network of international offices in Amsterdam, Athens, Bangalore, Barcelona, Cape Town, Colombo, Dubai, Geneva, Helsinki, Hong Kong, Istanbul, Lisbon, Madrid, Moscow, New York, Paris, Sao Paulo, Seoul, Singapore, Sydney, Toronto and Zagreb. For further information, please visit the Brand Finance Website.

The BrandFinance Forum The release of the BrandFinance Sporting Brands 2012 comes ahead of the 2012 BrandFinance Forum, which is being held on October 25th at the RAC. This years theme is, Understanding the Value of Sports Brands and features speakers from Manchester United, McLaren, LOCOG, Aviva, GE and the US Olympic Committee. This will be an opportunity to learn more about how the sports team brand values are calculated and the implications of the figures for teams, leagues and sponsors. More information can be found at the Brand Finance Forum Website.

The BrandFinance Journal The full results and analysis of the BrandFinance Sporting Brands 2012 will be available in the next issue of the BrandFinance Journal, due for release in November. Past issue of the journal, including reports on the nation brands and the brand value of the monarchy can be found here.

Media Enquiries UK & International Robert Haigh Communications Manager T: +44 (0) 20 7389 9400 M: +44 (0)7762211267 r.haigh@brandfinance.com

Matt Hannagan Sports Valuation Analyst T: +44 (0) 20 7389 9400 m.hannagan@brandfinance.com

US Elise Neils Managing Director Brand Finance (USA) T: 312 256 3845 M: 312 671 2340 e.neils@brandfinance.com

Canada Edgar Baum Managing Director Brand Finance (Canada) M: +1 647 922 6238 e.baum@brandfinance.com

Appendix

BrandFinance Top 10 Most Valuable Football Club Brands

Rank 2012 1 2 3 4 5 6 Club Manchester United FC FC Bayern Mnchen Real Madrid CF FC Barcelona Chelsea FC Arsenal FC Brand Value (US$ m) 853 786 600 580 398 388 Brand Rating AAA+ AAA AAA+ AAA+ AAAA-

BrandFinance Top 10 Most Valuable NFL Brands

Rank 2012 1 2 3 4 5 Club Dallas Cowboys New England Patriots New York Giants Green Bay Packers Pittsburgh Steelers New Orleans Saints Philadelphia Eagles Baltimore Ravens Houston Texans Washington Redskins Brand Value (US$ m) 510 500 471 460 410 Brand Rating A+ AA AA AAA AA+

6 7 8 9

340 337 329 325

AA A+ AAA+

7 8 9 10

Liverpool FC Manchester City FC AC Milan FC Schalke 04

367 302 292 266

AABBB+ AA+ BBB+

10

325

BrandFinance Top 10 Most Valuable MLB Brands

Rank 2012 1 2 3 4 5 6 7 8 9 10 Club New York Yankees St. Louis Cardinals Philadelphia Phillies Boston Red Sox Los Angeles Dodgers Texas Rangers San Francisco Giants Atlanta Braves Detroit Tigers Chicago Cubs Brand Value (US$ m) 398 213 207 205 187 174 173 163 162 155 Brand Rating AA AAAABBB+ BBB+ BBB+ A+ A BBB+ BBB-

BrandFinance Top 10 Most Valuable NBA Brands

Rank 2012 1 2 3 4 5 6 7 8 9 10 Club Los Angeles Lakers New York Knicks Miami Heat Chicago Bulls Dallas Mavericks Boston Celtics San Antonio Spurs Orlando Magic Toronto Raptors Houston Rockets Brand Value (US$ m) 205 178 157 143 137 119 115 104 100 94 Brand Rating AA BBB+ BBB+ A A A+ A+ BBB BB BBB

BrandFinance Top 10 Most Valuable NHL Brands

Rank 2012 1 2 3 4 5 6 7 8 9 10 Club Montreal Canadiens Toronto Maple Leafs New York Rangers Vancouver Canucks Chicago Blackhawks Pittsburgh Penguins Detroit Red Wings Boston Bruins Ottawa Senators Philadelphia Flyers Brand Value (US$ m) 108 105 83 81 52 52 51 48 39 39 Brand Rating A+ BBB+ A

BrandFinance Most Valuable IPL Brands

Rank 2012 1 2 Club Mumbai Indians Chennai Super Kings Royal Challengers Bangalore Kolkata Knight Riders Delhi Daredevils Hyderabad Deccan Charges Pune Warriors Kings XI Punjab Rajasthan Royals Brand Value (US$ m) 48 45 Brand Rating AA AA

3 BBB+ A A A+ A BB+ BBB 4 5 6 7 8 9

41 39 32 31 29 29 27

A+ A ABBB BB B B