(By Greg Engle CupScene.com Editor,NASCAR Examiner)
Posted: Thursday,January 28th, 2010
BusinessWeek has named seven NASCAR drivers to its list of America’s 100 Most Powerful Athletes.
According to the Bloomburg owned publication the rankings aren’t necessarily based on the athletes performance in their respective sports, but on their power as endorsers of products and their worth to advertisers; hence the reason that Tiger Woods, despite his recent troubles was their number one athlete. Even embroiled in scandal, Woods could still make millions for advertisers and their brands far and above any other athlete.
Despite four championships for Jimmie Johnson the sports world can’t figure out why the four time champion isn’t receiving more from corporate America. (Getty Images)
The publication noted that the ability of an advertiser to make the right choice of athlete could mean the difference between a million dollar bonanza in terms of sales or brand recognition or a ‘metaphorical cleat in the face.’
In addition to looking at an athletes performance (on the field, the rink, the court or the track) stats for the last two years, the publication partnered with CSE, an integrated sports and entertainment company that connects brands with fans, and utilized a formula that used total endorsement income, public opinion polls to analyze and evaluate the athlete’s awareness, trustworthiness, appeal, and influence to calculate power off the playing field. BusinessWeek then worked with CSE to weigh and measure the factors and combined them with the performance stats to come up with the final rankings. MORE–>>
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