By Rick Horrow and Karla Swatek
March 13, 2013
The Miami Heat’s LeBron James (No. 1), golfer Tiger Woods (No. 2) and Denver Broncos quarterback Peyton Manning (No. 3) top the Bloomberg “Sportfolio”/Horrow Sports Ventures 2013 Power 100 ranking of the world’s most powerful professional athletes in the U.S.
To determine who the 100 most powerful athletes are on- and off-the-field going into 2013, Rick Horrow, host of Bloomberg TV “Sportfolio” and CEO of Horrow Sports Ventures, collaborated with CSE, one of the longest-running and most diversified independent marketing agencies in the country, who created the Power 100 list for the fourth consecutive year using proprietary methodology; the Nielsen/E-Poll N-Score; and BSports.
This Wednesday, March 13, Bloomberg TV “Sportfolio” will examine the 2013 Power 100 in depth,including interviews with highly-ranked athletes, insights into the methodology, and analysis by a “power panel” including Seth Abraham, former head of HBO Sports; Kenneth Shropshire, Director of the Wharton Sports Business Initiative at the Wharton School of Business at the University of Pennsylvania; and Ann Wool, Partner and Managing Director, Ketchum Sports and Entertainment.
The Power 100 special report is available at www.statsinsights.com/power100
“This is the fourth year of the Power 100, and it continues to command attention as an invaluable tool to evaluate an athlete’s brand and measure his or her market value,” says Horrow. “Together, CSE’s consistent methodology, combined with the Nielsen/E-Poll N-Score, a sports-specific measurement designed to best capture a sports personality’s endorsement potential, provide the industry’s only analytics fully able to quantify and integrate on-field and off-field attributes.
“In today’s 24/7 news cycle, as athletes increasingly dominate front page headlines well out of the sports section, their endorsement contracts are increasingly under scrutiny,” Horrow continues. “These lucrative marketing deals take into consideration many of the same factors as the Power 100 ranking.”
The Power 100 rankings are based 50 percent on these on "off-field" measurements, and 50 percent on "on-field" performance using a variety of industry statistics. CSE used proprietary analytic measurements to create a true comprehensive analysis of the athletes, exploring data that is both psychographic and endemic to the various sports. Along with athletic performance, the methodology took into account endorsements, social media, and fan touch points including trustworthiness, likability, and awareness. “We created a unique 360-degree view of each athlete. This is powerful data that corporations and brands utilize when considering athletes for sponsorship opportunities,” commented CSE’s Vice President of Analytics, David Newman.
Social media also plays an increasing role in defining an athlete’s brand and marketability, giving a measurable boost to such athletes as James (No. 1), Kobe Bryant (No. 7), and Rory McIlroy (No. 14).
"Longevity is the key to this year’s grouping in the Top 10 most powerful. From Peyton to Federer to Brady, these athletes are on the backside of their historic careers yet still command on and off field attention and respect" says Gerry Philpott, CEO of E-Poll Market Research. "It will be interesting to see if the young stars of today can hold up over the years like these pros."
Unlike prior years, in which the NFL dominated the top quarter of the list, the 2013 Power 100 reveals a more homogenous balance between athletes participating in individual sports and team sports. Tennis players continued to show their marketplace mettle, led by Roger Federer (No. 5), Novak Djokovic (No. 6), and Serena Williams (No. 12, the top-ranked woman on the list). Gold medalists from the 2012 London Olympic Games also peppered the list, including top swimmer and seasoned pitchman Michael Phelps (No. 8), track and field sensation Usain Bolt (No. 15), and gymnastic favorite Gabby Douglas (No. 18).
The Top 25 2013 Power 100 rankings are as follows: LeBron James, Basketball (No. 1); Tiger Woods, Golf (No. 2); Peyton Manning, Football (No. 3); Drew Brees, Football (No. 4); Roger Federer, Tennis (No. 5); Novak Djokovic, Tennis (No. 6); Kobe Bryant, Basketball (No. 7); Michael Phelps, Olympics (No. 8); Tom Brady, Football (No. 9); Aaron Rodgers, Football (No. 10); Kevin Durant, Basketball (No. 11); Serena Williams, Tennis (No. 12); David Beckham, Soccer (No. 13); Rory McIlroy, Golf (No. 14); Usain Bolt, Olympics (No. 15); Miguel Cabrera, Baseball (No. 16); Eli Manning, Football (No. 17); Gabby Douglas, Olympics (No. 18); Phil Mickelson, Golf (No. 19); Maria Sharapova, Tennis (No. 20); Calvin Johnson, Football (No. 21); Rafael Nadal, Tennis (No. 22); Ryan Braun, Baseball (No. 23); Adrian Peterson, Football (No. 24); Dwyane Wade, Basketball (No. 25).
The most notable drops this year include boxer Manny Pacquiao (falling from No. 28 to No. 72) in his first non-victorious year; slugger Albert Pujols, declining with age and a rocky transition to a new MLB franchise (from No. 4-9-26-54 over the past 4 years), and golfer Lee Westwood who failed to deliver on the course for sponsors including UPS (from No. 19 off the list to No. 140).
For more information on Rick Horrow and Horrow Sports Ventures, please visit www.horrowsports.com and follow us on Twitter (@RickHorrow) and Facebook .
To watch the Power 100 program and other Bloomberg “Sportfolio” episodes, visit Bloomberg.com/video/sportfolio.
For more information on CSE, the company behind the Power 100 methodology, visit www.groupcse.com.