The 2021 Top 50 Most Marketable Properties list highlights the global consumer view of properties that offer brands the greatest sponsorship opportunities. These properties provide global reach with frequency of engagement, high levels of excitement and passion, healthy degrees of momentum and impact, as well as offering brands a unique opportunity to convert consumers into advocate customers.

More than 360,000 people worldwide (aged between 13 and 64) influenced this year’s list. To settle on the final 50, SponsorPulse surveyed consumers on more than 500 major sport leagues, teams and tournaments across 18 countries. The methodology studies the perception of consumers to accurately determine the population’s behaviours and emotions towards the property, as well as how they react to that property’s sponsors. SponsorPulse’s Opportunity Score – a universal currency that enables the instant measurement and comparison of sponsorship properties – is based on seven key property health metrics: engagement, intensity, momentum, passion, excitement, consideration, and favourability.

The Opportunity Score attributes a different weighting to each metric to provide immediate context on the size and significance of a sponsorship opportunity.