http://www.brandfinance.com/images/upload/brandfinance_football_brands_2012.pdf Interesting find. Wasn't expecting us to be even close to the top 100 let alone within it.
But keep in mind that brand equity is proportional to the inverse of the square root of one's Soccer IQ™.
I'm not surprised about that. Seattle has over 30k in attendance every home game. That drives up the value. Granted LA has Beckham and he probably sells more jersey's then everyone else.
I would be interested to see a list of the top 25 or top 50 jersey names sold for MLS. I know NFL puts out that number.
I think that the problem with this analysis would be that many people buy a blank jersey and then have an authorized store affix the name and number.
Considering how many Sounders fans there are, I would not be surprised if Montero is way up there. When I went to the Union-NYRB game last week, I was surprised that I did not see that many Henry jerseys. I think I saw more at the ASG.
I know the NFL, NHL and NBA all have listings of top sellers and I wouldn't be surprised if baseball does as well. Haven't tried looking for MLS or even just Soccer jersey sales.
The Galaxy sold 250,000 Beckham jerseys in his first year with the club. That's the only real number we have. Couldn't agree more. I would love to see if Freddy would make the Top 10 (I assume he would). Henry is the only player to have his jersey sold at Ross . Usually, you'll find every MLS team at Ross, with the back of the jersey blank. But with the Red Bulls, all of the jerseys have Henry 14 on the back. I guess they were expecting Beckham like numbers.
That is true... every soccer jersey I own is blank or has Clark (my last name). Aside from my Shunsuke Nakamura Celtic FC kit.
Read the "How were the rankings compiled?" section. Translation for those not fluent in the language of marketing and economic valuation: "We pulled them out of our ass." It's not surprising that the Union were in the top 100, because they only ranked about 150 clubs, and the rankings themselves are more or less random. If you want a good sense of how rigorous their methodology is, they seem to think Toronto, Montreal and Vancouver play in their own league. In other words: this is just another "America's Most Hipster City" or "America's Fattest City" or "America's Smartest City" list. The only purpose is to get this "brand valuation" company's ad posted around the internet.