The prize winners are decided on the basis of a research conducted by Mediana among the general public and represent the most recognised, popular, successful and marketing-wise appealing male and female athletes and sports clubs in Slovenia, Croatia and Serbia.
For the 10th consecutive year in Slovenia (for the fourth time in Croatia and Serbia), SPORTO cooperated with the Mediana Institute for market and media research in identifying the most valuable brands (clubs and athletes) in the eyes of the general public. And for the sixth time, the SPORTO Brands award (Presented by Sportklub) went to snow queen Tina Maze, for the third time to ski jumping star Peter Prevc, and for the fifth time to the NK Maribor football club. In Croatia, the athlete Sandra Perković, the KHL Medveščak ice-hockey club (for the fourth time) and the football superstar Luka Modrić (for the second consecutive year) became SPORTO Brands. The latter also answered a question on his personal brand (you can find the interview here) when receiving the award at the Maksimir stadium: “It's hard for me to see myself now as something else than I was at the beginning of my career. Primarily, I'm a football player. Of course, once you become a part of the globally popular and attractive club like Real Madrid, this aspect of promotion becomes a part of your daily routine.” The tennis player Novak Djokovic remains at the top in Serbia, joined for the second time by the athlete Ivana Spanovic and by the KK Crvena zvezda basketball club.
Five female athletes, male athletes and sports clubs with the highest result in 2016, based on the research::
Tina Maze, Tina Trstenjak, Ana Drev, Ilka Štuhec, Anamari Velenšek
Peter Prevc, Anže Kopitar, Tim Gajser, Goran Dragić, Filip Flisar
NK Maribor, RK Celje Pivovarna Laško, OK ACH Volley, NK Olimpija Ljubljana, RK Krim
Sandra Perković, Blanka Vlašić, Sara Kolak, Lucija Zaninović, Ana Zaninović
Luka Modrić, Domagoj Duvnjak, Martin &Valent Sinković, Ivan Rakitić, Marin Čilić
KHL Medveščak, NK Rijeka, VK Jug CO, RK PPD Zagreb, HNK Hajduk Split
Ivana Španović, Milica Mandić, Jasna Šekarić, Ana Ivanović, Milica Dabović
Novak Djoković, Miloš Teodosić, Miroslav Raduljica, Davor Štefanek, Filip Filipović
KK Crvena zvezda, KK Partizan, FK Crvena zvezda, VK Partizan, FK Partizan
The methodology includes the following elements: awareness, transaction (knowledge and following of results), leading edge (global reach), satisfaction with achieved results, success (current results and potential), personality (appeal, trust), inclusion in informal conversations and fan participation (measured only for clubs).