What Would Buddy Do?
Eagles subtract TO, add brand equity?
Posted on August 2nd, 2007 at 5:02 pm by Cheesesteak Hoagie

Little girls and cheerleaders dig the BirdsAccording to Forbes, the Birds’ brand equity is increasing at the fastest rate in the NFL. This is, of course, a VERY CAREFULLY CONDUCTED ANALYTICAL EXERCISE (Forbes summed “revenues from sponsorships, naming rights, local media, tickets and merchandise not attributable to demographics” to arrive at their conclusions).

So the Eagles do a nice job of selling local sponsorships. No kidding. It doesn’t hurt when the whole freakin region is obsessed with the team (12,000 people showed up for training camp yesterday…on a Wednesday…to watch practice). The explanation that Forbes gave:

In the NFL, the Philadelphia Eagles take the top spot with a 113% gain in brand value, to $90 million. Bad-boy receiver Terrell Owens was shipped out to the Dallas Cowboys before last season, allowing the fans and media to focus on quarterback and team leader Donovan McNabb, one of the league’s best people and images.

This was a smart business move by Eagles owner Jeff Lurie, because McNabb will continue to get the City of Brotherly Love plenty of positive media attention and help the team sell lots of merchandise. Meanwhile, Owens has been nothing short of an embarrassment to the Cowboys, and his selfish antics factored into the departure of future Hall of Fame coach Bill Parcells after last season.

These guys really don’t follow football very much, do they. You really think the departure of TO helped them to sell more stuff? REALLY?

Whatever. A win’s a win.

Link:
The Fastest-Growing Brands In Sports [Forbes.com]

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