The Daytona 500, also known to as "The Great American Race," has added yet another moniker to its identity: "The World's Most Valuable Motorsports Brand."
In an article posted this week on Forbes.com, the Daytona 500, NASCAR's biggest, richest and most prestigious race was named one of the world's most valuable sporting events brands. It was the only motorsports event on the Magazine's Top 10 List and ranked only behind the Super Bowl, the Summer Olympics and soccer's World Cup. It ranked ahead of such sports mainstays as the World Series, NBA Finals and NCAA Final Four.
"Obviously the equity and brand recognition in the Daytona 500 is unparalleled in motorsports," said Daytona International Speedway President Robin Braig. "The Daytona 500 has been the pinnacle of auto racing since its first running in 1959."
Reporter Peter J. Schwartz noted in his piece that "once considered almost exclusively a sport of the U.S. South, stock car racing has become the second most popular sport in the country. Worth $91 million, NASCAR's Daytona 500 is our fourth most valuable brand." He added "that despite the lack of a truly international audience, NASCAR's top race garners four times the revenue of rival Formula One's fabled Monaco Grand Prix."
The NFL's Super Bowl was worth $379 million, followed by the Summer Olympics ($176 million), soccer's World Cup ($103 million) and the Daytona 500 ($91 million).
The list was compiled by adding up television rights fees, sponsorship revenue from signage inside the stadium, ticket receipts and licensing revenue. That number was then divided this amount by the number of days of competition.
The complete Top 10 lists includes: Super Bowl; Summer Olympics; FIFA World Cup; Daytona 500; Rose Bowl; NCAA Men's Final Four; Winter Olympic Games; Kentucky Derby; World Series; and the NBA Finals.
