The Dallas Cowboys and the New York Yankees are the two most valuable franchises in sports, with Forbes valuing them at $5 billion and $4.6 billion respec...
'It's about controlling your dollar': The inside story of how the New York Yankees and the Dallas Cowboys became the most valuable franchises in sportsThe Dallas Cowboys and the New York Yankees are the two most valuable franchises in sports, withMarkets Insider investigated out how the two franchises came to be so dominant in the world of sport, with an exclusive interview with Randy Levine, New York Yankees president. With a combined value of $9.
Markets Insider spoke exclusively to the Yankees President Randy Levine, sports economists, and marketing experts to understand how the two franchises separated commercial and sporting success to position themselves at the top of global sports.The first thing to note about both the Yankees and the Cowboys is that — obviously — they areglobal brands. The Yankees"NY" brand is recognizable world over, while the Cowboys even have a TV show just for their cheerleaders.
It's this brand development and recognition that marketing experts say is one of the reasons the Yankees stay on top."Both the Yankees and Cowboys were very astute with business," said Emilio"The Yankees especially have a big celebrity following with the likes of Jay Z and Denzel Washington that associate with the brand, which helps ingrain the franchise in popular culture and add value," said Collins.
"There are hundreds of restaurants, museums, and luxury sites that get people to spend. Unlike the old stadium where you got a beer, popcorn, here there is everything under the sun catering to 100,000 fans in the stadium. Collins said that it was Jones' awareness of how to do business — first carving out their own merchandising agreement, the only independent in the NFL to do so — and also with sponsorships, and then also the value of sponsorships, landing three times as more in Dallas than the NFL average, put them aside from the rest.
Matheson explains that"open" leagues such as the English Premier League, where teams can be promoted or relegated, actually act as a bar for investors to put their cash into a franchise, because the team may not be there the year after.
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