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Miami’s James Tops Bloomberg Sportfolio 2013 Power 100 Athletes

March 13, 2013

NEW YORK — The Miami Heat’s LeBron James (No. 1), golfer Tiger
Woods (No. 2) and Denver Broncos quarterback Peyton Manning (No.
3) top the Bloomberg “Sportfolio”/Horrow Sports Ventures 2013
Power 100 ranking of the world’s most powerful professional
athletes in the U.S.

To determine who the 100 most powerful athletes are on- and off-
the-field going into 2013, Rick Horrow, host of Bloomberg TV
“Sportfolio” and CEO of Horrow Sports Ventures, collaborated
with CSE, one of the longest-running and most diversified
independent marketing agencies in the country, who created the
Power 100 list for the fourth consecutive year using proprietary
methodology; the Nielsen/E-Poll N-Score; and BSports.

This Wednesday, March 13, Bloomberg TV “Sportfolio” will examine
the 2013 Power 100 in depth, including interviews with highly-
ranked athletes, insights into the methodology, and analysis by
a “power panel” including Seth Abraham, former head of HBO
Sports; Kenneth Shropshire, Director of the Wharton Sports
Business Initiative at the Wharton School of Business at the
University of Pennsylvania; and Ann Wool, Partner and Managing
Director, Ketchum Sports and Entertainment.

The Power 100 special report is available at
www.statsinsights.com/power100

“This is the fourth year of the Power 100, and it continues to
command attention as an invaluable tool to evaluate an athlete’s
brand and measure his or her market value,” says Horrow.
“Together, CSE’s consistent methodology, combined with the
Nielsen/E-Poll N-Score, a sports-specific measurement designed
to best capture a sports personality’s endorsement potential,
provide the industry’s only analytics fully able to quantify and
integrate on-field and off-field attributes.

“In today’s 24/7 news cycle, as athletes increasingly dominate
front page headlines well out of the sports section, their
endorsement contracts are increasingly under scrutiny,” Horrow
continues. “These lucrative marketing deals take into
consideration many of the same factors as the Power 100
ranking.”
The Power 100 rankings are based 50 percent on these on “off-
field” measurements, and 50 percent on “on-field” performance
using a variety of industry statistics. CSE used proprietary
analytic measurements to create a true comprehensive analysis of
the athletes, exploring data that is both psychographic and
endemic to the various sports. Along with athletic performance,
the methodology took into account endorsements, social media,
and fan touch points including trustworthiness, likability, and
awareness.

“We created a unique 360-degree view of each athlete. This is
powerful data that corporations and brands utilize when
considering athletes for sponsorship opportunities,” commented
CSE’s Vice President of Analytics, David Newman.
Social media also plays an increasing role in defining an
athlete’s brand and marketability, giving a measurable boost to
such athletes as James (No. 1), Kobe Bryant (No. 7), and Rory
McIlroy (No. 14).

“Longevity is the key to this year’s grouping in the Top 10 most
powerful. From Peyton to Federer to Brady, these athletes are
on the backside of their historic careers yet still command on
and off field attention and respect” says Gerry Philpott, CEO of
E-Poll Market Research. “It will be interesting to see if the
young stars of today can hold up over the years like these
pros.”

Unlike prior years, in which the NFL dominated the top quarter
of the list, the 2013 Power 100 reveals a more homogenous
balance between athletes participating in individual sports and
team sports. Tennis players continued to show their marketplace
mettle, led by Roger Federer (No. 5), Novak Djokovic (No. 6),
and Serena Williams (No. 12, the top-ranked woman on the list).
Gold medalists from the 2012 London Olympic Games also peppered
the list, including top swimmer and seasoned pitchman Michael
Phelps (No. 8), track and field sensation Usain Bolt (No. 15),
and gymnastic favorite Gabby Douglas (No. 18).

The Top 25 2013 Power 100 rankings are as follows: LeBron
James, Basketball (No. 1); Tiger Woods, Golf (No. 2); Peyton
Manning, Football (No. 3); Drew Brees, Football (No. 4); Roger
Federer, Tennis (No. 5); Novak Djokovic, Tennis (No. 6); Kobe
Bryant, Basketball (No. 7); Michael Phelps, Olympics (No. 8);
Tom Brady, Football (No. 9); Aaron Rodgers, Football (No. 10);
Kevin Durant, Basketball (No. 11); Serena Williams, Tennis (No.
12); David Beckham, Soccer (No. 13); Rory McIlroy, Golf (No.
14); Usain Bolt, Olympics (No. 15); Miguel Cabrera, Baseball
(No. 16); Eli Manning, Football (No. 17); Gabby Douglas,
Olympics (No. 18); Phil Mickelson, Golf (No. 19); Maria
Sharapova, Tennis (No. 20); Calvin Johnson, Football (No. 21);
Rafael Nadal, Tennis (No. 22); Ryan Braun, Baseball (No. 23);
Adrian Peterson, Football (No. 24); Dwyane Wade, Basketball (No.
25).

The most notable drops this year include boxer Manny Pacquiao
(falling from No. 28 to No. 72) in his first non-victorious
year; slugger Albert Pujols, declining with age and a rocky
transition to a new MLB franchise (from No. 4-9-26-54 over the
past 4 years), and golfer Lee Westwood who failed to deliver on
the course for sponsors including UPS (from No. 19 off the list
to No. 140).

To watch the Power 100 program and other Bloomberg “Sportfolio”
episodes, visit Bloomberg.com/video/sportfolio.

For more information on CSE, the company behind the Power 100
methodology, visit www.groupcse.com.

Contact for Horrow Sports Ventures:

Karla Swatek, +1 760-533-9414, kswak@aol.com

Contact For Bloomberg Sports:

Joe Favorito 917-566-8345 fatherknickerbocker1@yahoo.com