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A padlock is seen on a parking lot gate outside Rogers Arena, the home of the Vancouver Canucks NHL hockey team, in Vancouver, B.C., on Sunday September 16, 2012. (DARRYL DYCK/THE CANADIAN PRESS)
A padlock is seen on a parking lot gate outside Rogers Arena, the home of the Vancouver Canucks NHL hockey team, in Vancouver, B.C., on Sunday September 16, 2012. (DARRYL DYCK/THE CANADIAN PRESS)

Labour dispute slams NHL's brand value: study Add to ...

Unlike the players who remain far from league play, the value of the National Hockey League’s brand is currently taking a powerful hit.

According to a new study by Brand Finance PLC, which measures brand values for marketers around the world, the latest labour dispute has been bad news for the NHL image. As of the first day of game cancellations, its brand has lost more than a quarter of its value, falling to $1.15-billion (U.S.) compared to $1.6-billion when the brand value was last analyzed this summer.

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The study analyzed the brand value for 250 teams in leagues around the world, including the National Football League, Major League Baseball, Indian Premier League Cricket, the National Basketball Association, and others.

Of the top 100 teams by brand value, only two NHL teams made the list, and they are nowhere near the top: the Montreal Canadiens came in at 81st place, and the Toronto Maple Leafs were at 82nd – a result likely to raise the ire of Vancouver fans who will quickly point out the distance of either of those two teams from a Stanley Cup run in recent years.

Essentially, the fight between the NHL and the NHL Players’ Association has caused the league to have a higher risk profile, according to the study.

“The NHL's frequent strikes and lockouts have resulted in more missed games than any of the other major leagues in North America,” Brand Finance Canada’s managing director, Edgar Baum, said in the report. “The gains in brand value made over the past six years have been jeopardized by interruptions in the delivery of hockey to fans, sponsors, and media.”

 

Here are a few of the stats:

 

TOP 10 MOST VALUABLE SPORTS TEAMS IN THE WORLD

Rank 2012

Club

Sport

Brand Value (US$ m)

 

 

1

Manchester United FC

Soccer

852

 

2

FC Bayern München

Soccer

785

 

3

Real Madrid CF

Soccer

599

 

4

FC Barcelona

Soccer

580

 

5

Dallas Cowboys

NFL

510

 

6

New England Patriots

NFL

499

 

7

New York Giants

NFL

471

 

8

Green Bay Packers

NFL

460

 

9

Pittsburgh Steelers

NFL

410

 

10

New York Yankees

MLB

397

 

TOP 10 MOST VALUABLE NHL BRANDS

Rank 2012

Club

Brand Value (US$ m)

 

1

Montreal Canadiens

108

 

2

Toronto Maple Leafs

105

 

3

New York Rangers

83

 

4

Vancouver Canucks

81

 

5

Chicago Blackhawks

52

 

6

Pittsburgh Penguins

52

 

7

Detroit Red Wings

51

 

8

Boston Bruins

48

 

9

Ottawa Senators

39

 

10

Philadelphia Flyers

39

 

 

AVERAGE TEAM BRAND VALUE, BY SPORT

  1. NFL: $285-million
  2. Soccer: $229-million (based on the averages for the top 32 clubs, to provide a comparison with the top league, the NFL)
  3. MLB: $146-million
  4. NBA: $91-million
  5. NHL: $38-million
  6. Indian Premier League: $35-million

Follow on Twitter: @susinsky

 

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