Wednesday, January 31, 2007

Ready for the Big Game?

Super Bowl tops Forbes' list of most valuable sporting event brands.

Why is the Super Bowl so valuable? Commercial inventory for last year's game on ABC -- owned by the Walt Disney Co. -- amounted to $154 million, based on a record $2.5 million commercial rate for 30 seconds of airtime. Sprint Nextel paid $12 million to sponsor halftime, a figure that is expected to be topped by PepsiCo when the Colts play the Bears in Super Bowl XLI on Sunday.

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