Sport business : quelles sont les marques les plus puissantes en 2016 ?

Comme chaque année, Forbes a dévoilé son classement des 40 marques de sport les plus puissantes au monde.

Dans ce classement qui répertorie les marques en 4 catégories : entreprise, athlète, événement et équipe, Forbes dévoile les 10 marques les plus puissantes de chaque catégorie. On retrouve beaucoup d’acteur du sport business américains mais certaines entités européennes tirent leur épingle du jeu. Pour déterminer ce palmarès, les marques sont comparées à leurs concurrents, leur rentabilité est évaluée tout comme leur taille ou leur valeur monétaire.

Pour la catégorie « entreprise », Nike reste la marque la plus forte en 2016 avec une valeur de 27 milliards de dollars (+3,8 % par rapport à 2015). La présence de la marque dans de nombreux sports explique sa suprématie. L’équipementier était partenaire de 189 médaillés olympiques à Rio. ESPN se classe 2ème avec une valeur de 16,5 milliards de dollars (-2,9 % par rapport à 2015). Le groupe multimédia a perdu de nombreux abonnés ces dernières années (-11 millions en 5 ans), ce qui explique en partie sa baisse de valeur. A la 3ème position, on retrouve adidas qui voit sa valeur augmenter de 12,9 % par rapport à l’année dernière pour atteindre 7 milliards de dollars. Le podium reste le même que pour l’année 2015.


Under Armour continue sa progression et atteint la valeur de 5,5 milliards de dollars, soit +10 % par rapport à 2015. La vente de chaussures y est pour beaucoup et ce notamment grâce au partenariat avec Stephen Curry qui a largement participé au développement des ventes. Sky Sports (5 milliards $, +8,7 %/2015) se classe 5ème. L’UFC (Ultimate Fighting Championship) fait une progression extraordinaire et se retrouve à la 6ème place : avec une valeur estimée à 2 milliards de dollars, elle a augmenté de 335 % par rapport à 2015 ! Ceci s’explique suite au rachat de la franchise en juillet 2016 par WME-IMG pour 4 milliards de dollars.

Du côté des événements, le Super Bowl reste le plus puissant de la planète avec une valeur en hausse de 8,6 % pour atteindre 630 millions de dollars. Les Jeux Olympiques d’été se classent 2ème (366 millions $, +5,2 %) tandis que ceux d’hiver sont 3èmes (285 millions $).

Concernant les équipes sportives, les Yankees gardent leur première place avec une valeur inchangée de 660 000 millions de dollars. Les Dallas Cowboys se classent 2èmes (577 millions $, +19 %) et les Los Angeles Lakers complètent le podium (546 millions $, +4,8 %). Le Real Madrid (521 millions $, +12,3 %), le FC Barcelone (509 millions $, +16,5 %), Manchester United (500 millions $, +12,1 %), le Bayern Munich (425 millions $, +13,3 %) sont les 4 clubs européens de football qui figurent dans ce classement.

Jusque là, le classement 2016 ressemble fortement à celui de 2015 avec quelques variations de valeurs. Le classement des athlètes change cette année et voit Roger Federer en prendre la tête avec une valeur du sportif estimée à 36 millions de dollars. Le tennisman est très apprécié des marques, ce qui fait de lui un athlète bankable. Il est suivi par LeBron James qui gagne une place par rapport à l’an dernier, sa valeur a augmenté de 26 % pour atteindre 34 millions de dollars. Le golfeur Phil Mickelson complète le podium. Usain Bolt se classe 4ème et Tiger Woods 5ème (ce dernier était premier du classement 2015). Cristiano Ronaldo est 6ème (19 millions $) quand son meilleur ennemi Lionel Messi est 8ème (15 millions $).


Retrouvez le classement complet : ici

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