The quest for trophies may be the number one objective of every sports franchise in the world but boosting revenue is a close second as clubs and leagues focus as much on the bottom line as scoreline.
FC Barcelona, Olympique Marseille, Germany's Bundesliga, baseball's Chicago Cubs, the NFL and NHL all underlined their global ambitions at the Sport Business Summit in New York and the importance of building a brand in a competitive sporting landscape.
For the NHL, which is waffling on its participation at next year's Pyeongchang Winter Games, it is the 2022 Beijing Olympics and a gateway into the coveted China market that is the carrot being dangled by the International Olympic Committee that could ultimately sway the league to come to South Korea.
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