Fan Picks: Ten Worst Sports Brands

In the universe of high-performing premium sports brands, little is said about those brands that have either failed to make the grade or are mired in the failure zone after an initial successful run.

The Elusive Fan Podcast has taken the leap with a list that includes the National Hockey League, Barry Bonds and the XFL.

The Elusive Fan Podcast is a 20-minute weekly show based on the recently published book entitled "The Elusive Fan: Reinventing Sports in a Crowded Marketplace" (McGraw-Hill). Knowing that passions run high in sports and that no list of 10 could possibly accommodate the many dismal sports brand flops, The Elusive Fan invites sports lovers everywhere to post their own suggestions.

The list in descending order:

10. New York Knicks

9. National Hockey League

8. City College of New York basketball team

7. Barry Bonds

6. Starter Jackets

5. Florida Marlins

4. XFL

3. Horse Racing

2. Tour de France

1. Track and Field

The podcast discusses the reasons for the choices. It was not an easy list to compile as the authors were tempted to include such tempting targets as the Indianapolis 500 and Temple University football. In the media age, lists have become an epidemic and are often sought after by the sports industry. This is one that sports brands will not want to make next year.