U.K.-based Brand Finance said the Sens brand is worth US$39 million and gave it a “rating” of BB+. The team’s enterprise value was estimated at US$201 million.
That ranked the local franchise 159th out of 250 sports teams from the NHL, NFL, NBA, cricket’s Indian Premier League as well as international soccer leagues. This is the first year Brand Finance has compiled such a list.
Enterprise value represents “the combined market value of the equity and debt of a business less cash and cash equivalents,” while brand value is “net present value of the estimated future cash flows attributable to the brand,” Brand Finance stated.
As a whole, the NHL has suffered because of frequent player lockouts, Brand Finance said. Only two NHL franchises cracked the top 100: the Montreal Canadiens (81) and Toronto Maple Leafs (82).
“The NHL's frequent strikes and lockouts have resulted in more missed games than any of the other major leagues in North America,” stated Edgar Baum, Brand Finance Canada’s managing director.
“The gains in brand value made over the past six years have been jeopardized by interruptions in the delivery of hockey to fans, sponsors, and media.”
Manchester United was the top-ranked team, with a brand value of US$853 million, an enterprise value of $2.90 billion and brand rating of AAA+.