When Forbes.com asked sporting events to show them the money, the Kentucky Derby Presented by Yum Brands (G1) delivered.

In a ranking of the most valuable sporting event brands, the Derby ranked eighth in the world at $69-million. The total placed the Derby between the Olympic Winter Games at seventh and Major League Baseball’s World Series in ninth.

Of single-day events, the Derby trailed only the National Football League’s Super Bowl—first overall at $379-million—NASCAR’s Daytona 500, and college football’s Rose Bowl. Total revenue for multi-day events was divided by competition day to provide a brand value.

In terms of total revenue for a single event, the Olympic Summer Games set for Beijing ranked first at $3-billion but that event’s brand value averaged out to $176-million, placing it second to the Super Bowl.

Forbes writers noted that the Derby does exceptionally well in terms of gate receipts at $40-million. When wagering—on-track and off-track—sponsorship, and licensing deals are included, the Derby secured its spot in eighth. Forbes.com noted that the Derby’s licensing program continues to grow.

In 2006, the Derby attracted 157,536 fans who bet $12,075,504 on the race. Off-track wagering on the Derby totaled $106,351,370.

The Forbes.com top ten list with figure (in millions): Super Bowl, 379; Olympic Summer Games, 176; FIFA World Cup, 103; NASCAR Daytona 500, 91; Rose Bowl, 86; NCAA Men’s Basketball Final Four, 82; Olympic Winter Games, 82, Kentucky Derby, 69; World Series, 56, National Basketball Association Finals, 47.
Source www.thoroughbredtimes.com