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Patriots among MVBs (Brands) in sports

Posted by Albert Breer  May 20, 2010 07:28 AM

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It's become cliche in sports for the powerbrokers to refer to the "brand", rather than the "team" or "organization".

What exactly is a team's "brand"? Forbes says it's "the portion of a team's overall value that is derived from its name, as opposed to its market and league." Basically ... if I've got this right ... it'd be the team's ability to stand on its own regardless of where it's located or what circuit it's playing in.

And Forbes also says the Patriots' "brand" is awfully valuable.

While still out of shouting distance from runaway No. 1 Dallas (America's Team had a 33 percent higher brand value than any other NFL club), New England's pro football franchise came up second among its kind, fifth among North American entries and 10th overall in all of sports. Not bad, particularly considering the international flavor of this list and the number of soccer outfits (5 of Top 7) atop it.

Here is Forbes' Top 10 ...

1) New York Yankees (MLB) $328 million
2) Manchester United (English Premier League) $285 million
3) Real Madrid (La Liga) $240 million
4) Dallas Cowboys (NFL) $208 million
5) Barcelona (La Liga) $180 million
6) Bayern Munich (Bundesliga) $178 million
7) Arsenal (English Premier League) $176 million
8) Boston Red Sox (MLB) $163 million
9) New York Mets (MLB) $158 million
10) New England Patriots (NFL) $156 million

... My guess is there are some pretty happy people to see this down in Foxborough. As there should be, considering where this franchise has come from.
News, analysis and commentary from Boston.com's staff writers and contributors, including Zuri Berry and Erik Frenz.

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