品牌价值-NBA最有价值和最强品牌2023年度报告（英）

NBA2023TheannualreportonthemostvaluableandstrongestNBAbrandsOctober2023Contents.About

Brand

Finance34ForewordDavid

Haigh,

Chairman&

CEO,

Brand

FinanceRanking

Analysis6BrandValue

&

BrandStrengthAnalysisMeasuringSponsorshipEffectivenessHugo

Hensley,

Head

of

Sports

Services,Brand

Finance711Brand

Value

RankingInsight1516Precisionandstructurein

SponsorshipEvaluation–

Best

PracticeMethodologyOur

Services2226©2023Allrightsreserved.BrandFinancePlc.BrandFinanceNBA2023/nba2AboutBrandFinance.BrandFinanceistheworld'sleadingbrandvaluationconsultancy.We

bridge

the

gap

between

marketing

and

financeBrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.For

morethan25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.We

quantifythefinancialvalueofbrandsWe

putthousandsoftheworld’sbiggestbrandstothetesteveryyear.

Rankingbrandsacrossallsectorsandcountries,wepublishover100reportsannually.We

offerauniquecombinationofexpertiseOurteamshaveexperienceacrossa

widerangeofdisciplinesfrommarketingandmarketresearch,tobrandstrategyandvisualidentity,

totaxandaccounting.We

prideourselvesontechnicalcredibilityBrand

Finance

is

a

chartered

accountancy

firm

regulatedbytheInstituteofCharteredAccountantsinEnglandandWales,

andthefirstbrandvaluationconsultancytojointheInternationalValuation

StandardsCouncil.OurexpertshelpedcrafttheinternationallyrecognisedstandardsonBrandValuation–ISO10668andBrandEvaluation–ISO20671.Ourmethodologyhasbeencertifiedbyglobalindependentauditors–AustrianStandards–ascompliantwithboth,andreceivedtheofficialapprovaloftheMarketingAccountabilityStandardsBoard.Get

inTouch.For

business

enquiries,

please

contact:Laurence

NewellManaging

Director,

America/company/brand-financel.newell@brandfi/brandfinance/brandfinance/brandfinanceFor

media

enquiries,

please

contact:Florina

Cormack-LoydCommunications

Director,

Brand

Finance

North

Americaf.cormackloyd@brandfiForallother

enquiries:enquiries@brandfi+44

207

389

9400www.brandfiBrandFinanceNBA2023/nba3Foreword.Whatisthepurposeofa

strongbrand:toattractcustomers,tobuildloyalty,

tomotivatestaff?Alltrue,butfora

commercialbrandatleast,thefirstanswermustalwaysbe‘tomakemoney’.Hugeinvestmentsaremadeinthedesign,launch,andongoingpromotionofbrands.Giventheirpotentialfinancialvalue,thismakessense.Unfortunately,

mostorganisationsfailtogobeyondthat,missinghugeopportunitiestoeffectivelymakeuseofwhatareoftentheirmostimportantassets.Monitoringofbrandperformanceshouldbethenextstep,butisoftensporadic.Whereitdoestakeplace,itfrequentlylacksfinancialrigourandisheavilyreliantonqualitativemeasures,poorlyunderstoodbynon-marketers.DavidHaighChairman,BrandFinanceAsa

result,marketingteamsstruggletocommunicatethevalueoftheirworkandboardsthenunderestimatethesignificanceoftheirbrandstothebusiness.Scepticalfinanceteams,unconvincedbywhattheyperceiveasmarketingmumbojumbo,mayfailtoagreenecessaryinvestments.Whatmarketingspendthereis,canenduppoorlydirectedasmarketersarelefttooperatewithinsufficientfinancialguidanceoraccountability.

Theendresultcanbea

slowbutsteadydownwardspiralofpoorcommunication,wastedresources,anda

negativeimpactonthebottomline.BrandFinancebridgesthegapbetweenmarketingandfinance.Ourteamshaveexperienceacrossa

widerangeofdisciplinesfrommarketresearchandvisualidentity,

totaxandaccounting.We

understandtheimportanceofdesign,advertising,andmarketing,butwealsobelievethattheultimateandoverridingpurposeofbrandsistomakemoney.

Thatiswhyweconnectbrandstothebottomline.Byvaluingbrands,weprovidea

mutuallyintelligiblelanguageformarketingandfinanceteams.Marketersthenhavetheabilitytocommunicatethesignificanceofwhattheydo,andboardscanusetheinformationtocharta

coursethatmaximisesprofits.Without

knowingtheprecise,financialvalueofanasset,howcanyouknowifyouaremaximisingyourreturns?Ifyouareintendingtolicensea

brand,howcanyouknowyouaregettinga

fairprice?Ifyouareintendingtosell,howdoyouknowwhattherighttimeis?Howdoyoudecidewhichbrandstodiscontinue,whethertorebrandandhowtoarrangeyourbrandarchitecture?BrandFinancehasconductedthousandsofbrandandbrandedbusinessvaluationstohelpanswerthesequestions.Professionalsportsandfootballinparticularfosterssomeofthemostrecognizablebrandsglobally.

Top

teamsandorganizationssuchasthetheLALakers,theEnglishPremierLeague,DallasCowboys,andothersboastbrandstrengthsimilartothatofCocaColaandGooglewhichtrulyputstheircaliberintoperspective.Manyofthesetopbrandsearnsizeablesumsthroughbroadcasting,commercialandmatchdayincomewitha

significantchunkofcommercialincomebeingderivedfromcorporatesponsorship,a

marketwhichcontinuestogroweachyear.

With

suchsignificantmoneyonthetableandtheriseofnewopportunitiesacrosstheindustry,

thenecessityfora

clearunderstandingofallaspectsoffootballfinanceiscrucialtothesuccessofallstakeholdersintheindustry.

We

trustyouwillfindtheinsightsgeneratedinthisreportinformativeandusefulinyourendeavours,andwelookforwardtocontinuingtheconversationwithyouinthefuture.BrandFinanceNBA2023/nba4Warriors'GoldRush:Team's

BrandValue

Hits$1.5Billion.+

TheGolden

State

Warriors

areina

leagueoftheirownwitha

brandvalueofUSD1.5billion+

TheLA

Lakers

aretheNBA’sstrongestbrand+

TheBoston

Celtics

climbupthebrandvaluerankingto

3rd+

TheLA

Clippers

enterthetop5+

TheDenver

Nuggets'

historicchampionshipwinleadsto

a

brandvalueandbrandstrengthincreaseBrandFinanceNBA2023/nba5RankingAnalysis.RankingAnalysis.Warriors'GoldRush:Team'sBrandValue

Hits$1.5BillionWitha

winningcultureastheirfoundation,andunderthehelmandclearstrategyofPeterGuberandJoeLacob,theGoldenStateWarriors

havepropelledthemselvestosixNBAFinalsappearancesintheWithabrandvalueofUSD1.5billion,theGoldenState

Warriors

maintaintheirpositionastheworld'smostvaluableNBAbrand,significantlyoutpacingthesecond-rankedLos

Angeles

Lakers,whosebrandvaluestandsatUSD842million.Enteringthe2022-23seasonasreigningchampions,theWarriorsweredefeatedbytheLakersintheWestern

lasteightseasons–

a

trulyConferencefinals.Consequently,theWarriorssufferedanegativeimpactontheirBrandStrengthIndex(BSI)scorewhichdropped2.4pointsto83.7outof100.remarkablefeatfortheoncestrugglingteam.Thishasdevelopedthebrand’sstrengthwhich,whenpairedwithaconstantlyevolvingandgrowingbusinessstrategy,DespitetheSanFrancisco-basedteam'son-courtperformancefallingshortoftheexpectationsfanshavegrownaccustomedto,theirbrandvalueremainsremarkablyhigh,drivenbyrecord-breakingrevenuefromthepreviousseason.makesthem

a

forcetobereckonedwith.Theteam'sbusinessstrategyhasrapidlyevolvedbeyondtraditionalbasketball,drivenbystrategicpartnershipsinSiliconValley,

anenrichedfanexperienceforitssocialmediafollowers,andtheinnovativeuseoftheChaseCenter.HugoHensleyHeadofSportsServices,BrandFinanceBrandFinanceNBA2023/nba7Ranking

Analysis.Top

10MostValuableNBABrands©BrandFinancePlc2023102038249215112594$1,466

m+106%$842

m+22%$589

m+78%$455

m+83%$448

m+35%61721101314786$439

m+7%$437

m+115%$373

m+33%$347

m+39%$333

m+17%BrandFinanceNBA2023/nba8Ranking

Analysis.Top

10StrongestNBABrands©BrandFinancePlc2023122130492514213686.8+1.483.7-2.482.6+6.174.5+3.573.1+1.7AAAAAA-AAA-AA+AA146172810102579871.9+0.769.4+2.267.0-1.666.0+1.965.9+5.3AAAA-AA-AA-AA-TheLALakersaretheNBA’sstrongestbrandHaving

superstar

LeBron

Jamesintheirranks,whobroketheNBA'sall-timeleadingscorerrecordearlierthisyear,

andcertainlyoneofthegreatestTheLA

Lakers

boasttheleague'shighestBSIscorewithan86.8outof100,earninganotable1.4-pointincreasefromlastyear.

Thisuptickcanbeattributedtotheirimprovedleagueperformanceandsecuringa

placeintheplayoffsforthefirsttimesince2021,eventhough

playersever,

hassignificantlytheywereultimatelydefeatedbythe2023champions,theDenver

Nuggets

(brandvalueUSD155million).impactedtheLALakers’valuation.Ithasnotonlyprovidedthem

withacompetitiveadvantageanddrawnothertop-tierplayerstotheteam,butalsoheightenedfanengagementandcreatednew

businessopportunitiesoffthecourt.AlfredDuPuyValuation

&

StrategyDirector,

BrandFinanceNorthAmericaBrandFinanceNBA2023/nba9Ranking

Analysis.TheBostonCelticsclimbuptherankingto3rdyettoseewhetherthiswilltranslateintoashiftinviewershiporanuptickinrevenue.Asofnow,

therehaven'tbeenanyindicationsofotherteamsventuringdownasimilarpathbutwillnonethelessbeinterestingtomonitor.Climbingtwospotsintheranking,theBoston

CelticsarenowthethirdmostvaluableNBAteam,withabrandvalueofUSD589million.TiedwiththeLakersforthemostNBAtitlesat17,theCeltics

onceagainperformedwellintheEasternConferenceleaguelastseasonbutwereultimatelydefeatedbytheMiami

Heat

(brandvalueUSD333million)intheconferencefinals.TheDenverNuggets'historicchampionshipwinleadstoa

brandvalueandbrandstrengthincreaseWinningtheirfirstchampionshipinfranchisehistoryinthe2022-23season,theDenver

Nuggetshaveclimbedthreespotsintherankingtosecure20th

position.Theteam’sBSIhasalsojumpedanimpressive6points,torank14th

forbrandstrength.TheLAClippersenterthetop5TheLos

Angeles

Clippers

havejumpedfivespotsto4th

withabrandvalueofUSD455million.InOctoberlastyear,

theteamintroducedClipperVisionmarkingtheNBA'sfirstdirect-to-consumerstreamingplatformandasignificantshiftinthefanviewingexperience.ClipperVisioncouldholdsubstantialgrowthpotential,particularlyinanevolvingmedialandscape.Theteam'ssuccesscanbelargelycreditedtoNikolaJokic,theunanimousFinalsMVP,

who,alongsideJamalMurray,

guidedtheyouthfulsquadtovictoryovertheMiamiHeat.WitharosterboastingyoungtalentandtheNuggetssecuringJokicwithahistoriccontractextensioninJune,theteamispoisedforongoingsuccess,bothonandoffthecourt.TheNuggetsareateamtowatchintermsofbrandvaluegrowthoverthenextfewyears.However,

withtheincreasingcompetitivenessoftheTVindustryandmarketoversaturation,aswellasviewersexperiencingsubscriptionfatigue,wehaveBrandFinanceNBA2023/nba

10AT&T'sSponsorshipInvestmentintotheNBA:ElevatingBrandPerceptions,Usage,andFamiliarity.+

TheNBApartnershippositivelyinfluencesbothpracticalandemotionalaspectsofAT&T's

brand+

Convertingbrandawarenessintoconsiderationandusageisparticularlyevidentamong

USbasketballfans,whereAT&T

boaststhehighestusagelevelcomparedto

theBig3

US

Telecomsbrands+

AT&T

hasmadesubstantialsponsorshipinvestmentsinstadium

namingrightsandofficialpartnershipswiththeNBAandindividualteamsBrandFinanceNBA2023/nba

11MeasuringSponsorshipEffectiveness.BrandFinancehasconductedresearchintotheeffectivenessofbrandsponsorships,includingthatofAT&T,

aleadingUStelecomcompany.

Theresearchemphasizedthesignificanceofaligningbrandinterestswiththetargetaudience.With24%oftheUSpopulationdescribingthemselvesasinterestedinbasketball,AT&T

havecapitalizedonthesponsorshippotentialoftheNBA.USSportsandTopics

ofInterest©BrandFinancePlc2023NFL/American

Football37%Cinema/film32%29%HugoHensleyHeadofSportsServices,BrandFinancePop,

rock,

jazz

&

othercontemporary

musicBasketball24%24%BaseballEnvironmental

affairsFootball

(soccer)Golf20%15%13%Auto

racing13%13%(formula

1,

Nascar)Ice

hockeyTennis11%9%eSports0510152025303540BrandFinanceNBA2023/nba

12AT&T's

Sponsorship.AT&T’s

NBA

PartnershipsThesesponsorshipsindicatethatAT&T

hasastrongpresenceintheNBAaswellasitscommitmenttofurtherdevelopingitspartnershiptoattractmorefanstothegame.Inrecentyears,AT&T

hasdevelopednumerouspartnershipswiththeNBA,includingTitlesponsorships,stadiumnamingrights,andseveralindividualagreementswithteamssuchastheChicago

Bulls

andSan

Antonio

Spurs.ImpactonBrandPerceptionTheimpactofasponsorshipreliesonitsabilitytoshapeconsumerbehaviorandattitudes.AT&T'spartnershipwiththeNBAhasafavorableinfluenceonboththefunctionalandemotionalaspectsofthebrand.In2019,AT&T

inkedamultiyearsponsorshipdealwiththeNBAandWNBA,securingtheofficial5GInnovationpartnerrole,withanestimatedannualvalueofUSD30million.Thissponsorshipisdedicatedtoenhancingandexpandingfan-centricexperiences,whetherwithinthevenueorfromthecomfortofhome.Additionally,AT&T'ssponsorshipwiththeSanAntonioSpursextendedtoincludetheteam'sstadium,formerlyknownastheAT&T

Centerfrom2006to2023,atareportedcostofUSD41million.Thegoalistonotonlyboostpurchaseintentbutalsofostercustomerloyalty.

EspeciallyamongbasketballfansintheUS,AT&T

isnotablyregardedasamuchmoremodernbrand,becauseofitsabilitytohighlightcuttingedgeconnectivityanddigitalexperiences.AT&T

BrandAttributes©BrandFinancePlc2023••USBasketballFansUSNon-BasketballFansModernOpen

and

honest40%30%20%10%0%Good

coveragein

all

placesGenuinely

offer

something

differentGreat

customer

serviceGreat

value

for

moneyInnovativeTrustworthyEasytodeal

withPuts

their

customers

firstExcellent

website

&

appsCoolBrandFinanceNBA2023/nba

13AT&T's

Sponsorship.FinancialReturnsBrandUsageisavitalmetricinthebrandfunnelbecauseitrepresentscustomerloyalty,

long-termvalue,andword-of-mouthmarketing–criticalfactorsthatdrivebrandequityandultimatelysuccess.AT&Thasprioritizedimprovingitsusageamongstusersthroughabasketballsponsorshipstrategy.Whiledevelopingbrandattributesmaybea

goal,theultimatefinancialreturnoninvestmentfromsponsorshipcomesthroughinfluencingcustomerbehavior.Withover90%brandawarenessratesintheUS,AT&T'sstrategyiscenteredonconvertingthishighawarenessintoconsiderationandusage.USbasketballfansaremoreinclinedtoconsideranduseAT&T

comparedtonon-fans,andthesponsorshipsignificantlyboostsconversionratesateachstageofthecustomerjourney.ThiscommitmentisevidentinAT&T'sactiveinvolvementandsignificantinvestmentinNBAsponsorships,whichhasyieldedarelativelyhigherusagelevelamongstUSbasketballfollowers(44.0%)comparedtoothersignificantUStelecomsbrands,T-Mobile

(38.8%),andVerizon

(35.7%).AT&T’sbrandisusedby33%oftheUSpopulation,butthisrisesto44%inUSbasketballfans.Althoughthishigh-levelanalysiscannotattributethisadditionalusagedirectlytosponsorshipactivities,thevalueoftheInconclusion,evaluatingsponsorshipeffectivenessshouldalwaysgobeyondjusttrackingmediaexposure.Consumerbehavioristhekeyindicator.AT&T'scollaborationwiththeNBAservesasaprimeadditionaluserbaseamongbasketballfansamountsto

illustrationofhowsponsorshipcanbefinanciallyapproximately$12BillionperyearforAT&T,

illustratingthepotentialvalueofsponsorshipactivities.lucrativeanddeeplyresonatewiththeintendedconsumerdemographic.AT&T

BrandFunnel-ImpactofNBASponsorships©BrandFinancePlc2023••USBasketballFansUSNon-BasketballFans100%90%80%70%60%50%40%30%20%10%0%96%92%86%78%60%49%44%30%AwareFamiliarityConsiderationUsageBrandFinanceNBA2023/nba

14BrandValue

Ranking(USDm).To

p

30mostvaluableNBAbrands1-302023BrandValueBrandValueChange2022BrandValue2023BrandRating2022BrandRating2023Rank2022RankTeam0022112111221111200201221210001,46684258945544843943737334733371269333124833340920328024928411GoldenStateWarriorsLosAngelesLakersBostonCeltics+106.0%+21.5%+77.8%+83.3%+34.7%+7.5%AAA-AAAAAA-AA-AAAAAAAAAA+AA-AA223549LosAngelesClippersChicagoBulls5463NewYork

KnicksMilwaukeeBucksBrooklynNetsAA-AA+AA-A+AAA+AA7147+114.8%+33.3%+39.3%+17.1%8AA-A+AA98DallasMavericksMiamiHeat10111213141516171819202122232425262728293061316121011152018192321172625242722282930Philadelphia76ersPhoenixSunsClevelandCavaliersHoustonRocketsToronto

RaptorsSanAntonioSpursSacramentoKingsAtlantaHawksUtahJazzDenverNuggetsWashington

WizardsDetroitPistonsMemphisGrizzliesOklahomaCityThunderOrlandoMagicMinnesotaTimberwolvesPortland

Trail

BlazersNewOrleansPelicansIndianaPacersCharlotteHornetsBrandFinanceNBA2023/nba

15Insights.PrecisionandstructureinSponsorshipEvaluation–BestPractice.Whyistrackingcorporatesponsorshipa

criticalmanagementpractice?Brand

Finance

defines

sponsorship

as

“the

financial,or

similar

support,

of

any

individual,

company,

team,activity,

or

event

which

is

used

primarily

to

achievespecific

business

goals

through

association

with

therights

holder.

For

a

brand,

these

goals

typically

includebuilding

awareness

and

equity

throughpositive

association”Whilstsponsorshipisbynomeanslimitedtosportingventures,accordingtoMarketWatch,thesportssponsorshipmarketalonewasestimatedtoexceedtoUS$63.1bnin2021andisforecasttogrowtoUS$109.1bnby2030.To

helpinstilconfidence,andprovideclearandconcisestructuretosponsorshiptracking,BrandFinancehascreatedarobustframeworkwhichlinkssponsorshipactivitiestobrandandbusinessperformanceandidentifieshowsponsorshipactivitieseffectcustomerperception,acquisitionandloyalty–andcriticallyitassessesbothnon-financialandfinancialperformancetoprovidea360-degreeview.Settingupa

sponsorshipevaluationframeworkSteponeistoidentifythecorebrandobjectivesandwhethersponsorshipcanhelpachievethoseobjectives.Typically,

thisisdonethroughmappingtheseobjectivestobrandequitymeasuressothatperformancecanbetrackedovertime.For

example,ifbrandawarenessistheobjective,puttingyourbrandnameonanNFLstadiumora

playerendorsementwouldcertainlycontributetothisresult(butatwhatcost?).Secondly,it’simportanttohaveabase-lineevaluationtakenpriortokeysponsorshipactivationssothatthereisaclearbenchmarkfromwhichfutureperformanceandtrackingcanbemeasured.Marketresearchamongtheappropriatestakeholderscanbeusedtoassesssuccessfulactivationsandhighlightwhereactivationstrategycanbeadjustedtoachievethedesiredresults.BrandFinanceNBA2023/nba

17Precision

and

structure

in

Sponsorship

Evaluation

–

Best

Practice.Throughthis,rights-holderscanprovidefeedbacktotheirbrandpartnersto:••••ExhibittheimpactofthebrandpartnershiponfanperceptionsofthepartnerUnderstandhowsponsorshipexposureaffectsdifferentaudiencesMeasurepastactivationsandassistinplanningandstrategyforfutureactivationsComparetothemarketandunderstandwhatworksandwhatdoesn’tThebelowexampleexaminesthedifferenceinbrandconsiderationfortheairlineEmirates,a

brandthathasbeenandremainsassociatedwithsomeofthebiggestclubsinEuropeanSoccer.Theresultsfromourresearchexhibits

higher

levels

ofconsideration

in

28/29

markets

fortheairlineamongsoccerfansthannon-soccerfans.Thisanalysisalsoallowsbrandownersandsponsorshipmanagerstoseethedifferenceacrossotherkeybrandperceptionsorattributeswhichareoftenidentifiedaskeydriversofcustomeracquisitionandloyalty.EmiratesConsiderationbyMarket&SoccerFollowing©BrandFinancePlc2023BrandFinanceNBA2023/nba

18Precision

and

structure

in

Sponsorship

Evaluation

–

Best

Practice.Thebelowexampleexhibitsmorefavourableresultsineachattributeforacorporatebrandwhichsitsonthefrontoftheshirtofatop-divisionteamcoveredinourresearch.BrandImagePerceptions:SponsorshipImpact©BrandFinancePlc2023Moretrustworthythanothers5040302010ActivelyinvolvedinyourcommunityChargesfairpricesforthebenefitsyougetProductsandservicesoffergoodvalueformoneyAreexcellentatwhattheydoEasytodealwithAwareofsponsorsRecognisesandrewardsloyaltyNotawareSponsorshipupliftandreturnoninvestmentAvaluation-basedapproachtosponsorshipevaluationprovidesapractical,logical,andcommerciallydrivenbasisforassessment.ThenextlevelofsponsorshipanalysisistodeterminethefinancialreturnanduplifttobusinessmetricsThroughanapproachthatestablisheslinkagesresultingfromtheinvestment,andtobeabletoexpress

betweenchangesinbrandequity,

stakeholderthisinawaythatallowsabrandteamtocommunicatethepartnershipbenefitstotheCFO,

CEOandBoard.Thisrequiresdeterminingthebottom-lineeffect,andaskingthequestionsthatwouldbeaskedifinvestinginanewfactoryormachineryasset:behaviourandultimatelybusinessandbrandvalue,itprovidesasolidplatformofinsighttoinformfuturesponsorshipdecisionmaking.Therearetypicallytwo

sidestothisanalysis:•••Howdoesthisinvestmentpaybackovertheshortandlongterm?1.ReturnonhistoricsponsorshipThereturnon

historicsponsorshipiscalculatedby

determiningwhether

thesponsorshiphashada

significant

effect

on

consumer

perceptionsofthebrand.Hasthisinvestmentincreasedthevalueofthebusinessfortheshareholders?Arewegettinggoodvalueformoney?BrandFinanceNBA2023/nba

19Precision

and

structure

in

Sponsorship

Evaluation

–

Best

Practice.Theperceptionchangesarethenusedtoestimatewhatthefuturecustomernumbersandcostswouldlooklikeifthesponsorshiphadnevertakenplace,allelsebeingequal.Thiscanthenbeusedtoadjustthebusinessvaluationmodelofthepartnertoseehowmuchmorevaluablethebusinessis,havingconductedtheactivities.Thisdifferenceisthereturnoninvestment.2.FuturereturnonsponsorshiprenewalForecastcustomernumbersandrevenuegrowthcanbeappliedtoavaluationmodeltoreflectheightenedconsiderationandperceptionsassociatedwiththesponsorshipcontinuing.SponsorshipROI-PartnerBusinessValue©BrandFinancePlc20232Renew?1SponsorshipBeginsPreSponsorshipPast2009RenewalDecisionFutureContinueSponsorshipStopSponsorshipNeverSponsorshipBrandFinanceNBA2023/nba

20Precision

and

structure

in

Sponsorship

Evaluation

–

Best

Practice.Thedifferenceinbusinessvaluewithandwithoutthesponsorshipshowsthefuturereturnoninvestmentofrenewingthesponsorshipcontract.••Brand

Evaluation

–Communicatingtheuniqueattributesandbrandstrengthsthatcomplementthevisionofabrand-Howthesponsorshipwillimproveimportantbrandattributes.BuildinganappealingprospectusValuepotential

analysis

–Quantifyingthefinancialbenefitpossiblefrompartnership–howwillthisimpactrevenueandbusinessvalue?For

rightsowners,packagingthesekeybenefitsderivedfromsponsorshipintoaprospectusoffersahighlyimpactfultoolkitwhichcanbeusedto:In

summary,

without

appropriate

methodologies

forsponsorship

evaluation

and

valuation,

propertiesare

undersold

by

clubs,

leagues

and

competitions,and

brands

are

unableto

appreciatethefull

suiteof

benefits

that

are

possible

from

an

engagement.•••InformandimpressexistingsponsorsJustifypastandfutureinvestmentAttractnewsponsors.Brand

Finance

has

developed

methodologiesto

expressthereturnon

sponsorship

investment

in

a

way

thatmakes

sense

to

both

brand

and

financial

audiences.To

achievethis,BrandFinancefocussesonthetwokeyareas:Speaktoustodaytofindoutmore:enquiries@brandfiBrandFinanceNBA2023/nba

21Methodology.Definitions.BrandValue+

EnterpriseValueThevalueoftheentireenterprise,madeupofmultiplebrandedbusinesses.[Meta]Whereacompanyhasapurelymono-brandedarchitecture,the‘enterprisevalue’isthesameas‘brandedbusinessvalue’.+

BrandedBusinessValueThevalueofasinglebrandedbusinessoperatingunderthesubjectbrand.[Facebook]Abrandshouldbeviewedinthecontextofthebusinessinwhichitoperates.BrandFinancealwaysconductsabrandedbusinessvaluationaspartofanybrandvaluation.We

evaluatethefullbrandvaluechaininordertounderstandthelinksbetweenmarketinginvestment,brand-trackingdata,andstakeholderbehaviour.+

BrandContributionBrandValueTheoverallupliftinshareholdervaluethatthebusinessderivesfromowningthebrandratherthanoperatingagenericbrand.[Facebook]Thebrandvaluescontainedinourleaguetablesarethoseofthepotentiallytransferablebrandassetsonly,

making‘brandcontribution’awiderconcept.An

assessment

of

overall

‘brand

contribution’toabusinessprovidesadditionalinsightstohelpoptimiseperformance.+

BrandValueThevalueofthetrademarka