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Super Bowl tops Forbes' most valuable brands

By Peter J. Schwartz
Forbes.com

Wednesday, January 31, 2007

The world's most popular sport may be soccer, but in cold, hard dollars, nobody throws a party like the National Football League. The NFL's Super Bowl tops Forbes' first list of the world's most valuable sporting events brands, worth $379 million. Following the Super Bowl were the Summer Olympics ($176 million) and soccer's World Cup ($103 million). Our proprietary list of sporting event brand valuations was compiled by adding up television rights fees (or advertising revenues for events li ...

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