What’s in a name? Tens of millions of dollars—for the teams, sporting events, businesses and athletes on our Fab 40 list, at any rate. The ranking doesn’t estimate, say, the total value of the New York Yankees but rather what the Yankees’ brand name is worth. We calculate each category differently, focusing on metrics such as ticket sales, endorsements and broadcast agreements. For the complete methodology, please visit forbes.com/fab-40 .