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As sports access goes global, which teams — in which sports — will win the race to be worldwide superbrands?

Increased Income

Anita Elberse

Some of the same dynamics that drive block-buster bets on creative content also foster investments in superstars…Growing international markets in film, television, and other media are driving an increased focus on a select few superstars with global appeal. In sports, the expanding role of television and other media as additional sources of revenue (as opposed to ticket sales only) has significantly increased the income earned by the top-performing teams — and sometimes just the most star-studded teams.

Anita Elberse

Lincoln Filene Professor of Business Administration at the Harvard Business School
Author, Blockbusters: Hit-Making, Risk-Taking, and The Big Business Of Entertainment

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