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1、Football502023The annual report on the most valuable and strongest football brandsJune 2023Brand Finance Football 50 2Contents.2023 All rights reserved.Brand Finance Plc.Foreword3 David Haigh,Chairman,Brand FinanceExecutive Summary5Brand Value&Brand Strength Analysis6Regional Analysis17Football Sust

2、ainability Index 33Sponsorship 38Brand Value Ranking(EURm)49Brand Value Ranking(USDm)50Brand Value Ranking(GBPm)51Brand Strength Index Ranking 52Brand Enterprise Value Ranking 53Brand Spotlights54Manchester City FC55AC Milan58LaLiga62 Interview with Oscar Mayo Pardo Executive Director,LaLigaMethodol

3、ogy67Sport Services 78Brand Finance Football 50 3David Haigh Chairman,Brand FinanceForeword.What is the purpose of a strong brand:to attract customers,to build loyalty,to motivate staff?All true,but for a commercial brand at least,the first answer must always be to make money.Huge investments are ma

4、de in the design,launch,and ongoing promotion of brands.Given their potential financial value,this makes sense.Unfortunately,most organisations fail to go beyond that,missing huge opportunities to effectively make use of what are often their most important assets.Monitoring of brand performance shou

5、ld be the next step,but is often sporadic.Where it does take place,it frequently lacks financial rigour and is heavily reliant on qualitative measures,poorly understood by non-marketers.As a result,marketing teams struggle to communicate the value of their work and boards then underestimate the sign

6、ificance of their brands to the business.Sceptical finance teams,unconvinced by what they perceive as marketing mumbo jumbo,may fail to agree necessary investments.What marketing spend there is,can end up poorly directed as marketers are left to operate with insufficient financial guidance or accoun

7、tability.The end result can be a slow but steady downward spiral of poor communication,wasted resources,and a negative impact on the bottom line.Brand Finance bridges the gap between marketing and finance.Our teams have experience across a wide range of disciplines from market research and visual id

8、entity,to tax and accounting.We understand the importance of design,advertising,and marketing,but we also believe that the ultimate and overriding purpose of brands is to make money.That is why we connect brands to the bottom line.By valuing brands,we provide a mutually intelligible language for mar

9、keting and finance teams.Marketers then have the ability to communicate the significance of what they do,and boards can use the information to chart a course that maximises profits.Without knowing the precise,financial value of an asset,how can you know if you are maximising your returns?If you are

10、intending to license a brand,how can you know you are getting a fair price?If you are intending to sell,how do you know what the right time is?How do you decide which brands to discontinue,whether to rebrand and how to arrange your brand architecture?Brand Finance has conducted thousands of brand an

11、d branded business valuations to help answer these questions.Professional sports and football in particular fosters some of the most recognizable brands globally.Top clubs such as Real Madrid,Man Utd,Bayern Munich and others boast brand strength similar to that of Coca Cola and Google which truly pu

12、ts their caliber into perspective.Many of these top clubs earn sizeable sums through broadcasting,commercial and matchday income with a significant chunk of commercial income being derived from corporate sponsorship,a market which continues to grow each year.With such significant money on the table

13、and the rise of new opportunities across the industry,the necessity for a clear understanding of all aspects of football finance is crucial to the success of all stakeholders in the industry.We trust you will find the insights generated in this report informative and useful in your endeavours,and we

14、 look forward to continuing the conversation with you in the future.Brand Finance Football 50 4Manchester City FC shoots to the top as worlds most valuable football club brand.+Manchester City FC becomes the worlds most valuable football brand,ending Real Madrids four-year run at the top+Real Madrid

15、 CF reigns supreme as the worlds strongest football club brand+Manchester United jumps ahead of rival Liverpool FC to take 4th position+London football clubs hold onto top 10 ranks,with Arsenal FC seeing the biggest brand value increase +AC Milan represents Italy as the fastest-growing football club

16、 brand for second year running+Paris Saint-Germain overtakes FC Bayern Munich,while only three French clubs feature in top 50+Germany holds the second-highest number of clubs in the ranking behind UK,while Bundesliga continues to lose brand value+Flamengo just holds onto 50th position as the only no

17、n-European club in the rankingRanking Analysis.Brand Finance Football 50 6Ranking Analysis.The worlds most valuable football brand,ending Real Madrids four-year streak at the topManchester City FC(brand value up 13%to just over 1.5 billion)has achieved a historic milestone by surpassing Real Madrid

18、CF(brand value down 4%to just under 1.5 billion).The Citizens brand value has seen a positive increase of 34%since the COVID-19 pandemic and has now reached an all-time high.Manchester City FC also boasts the highest revenue in this years table,a key driver in its ascent to the top.Manchester City F

19、Cs enormous revenue is largely attributable to its continued on-pitch success,cemented by its recent triumph over Real Madrid CF in the Champions League semi-finals with an impressive 4-0 victory.The clubs winning streak continued as they went onto to secure their third consecutive Premier League ti

20、tle after beating Chelsea FC 1-0.The clubs successes in major tournaments have generated enormous broadcasting revenues,including a massive prize pot from its Champions League progression.Further,Manchester City FCs triumphant win against the Spanish champions(who have won the Champions League troph

21、y a record 14 times)has earned them international exposure and prestige,which has in turn boosted their sponsorship and commercial revenues.Back on the clubs home turf,a planned 300 million upgrade of their beloved Etihad Stadium is the next step in propelling the Northern powerhouses commercial suc

22、cess.As well as boosting the clubs global reputation and prestige,a historic Champions League win for Manchester City FC would tick off the final objective in an extraordinary journey initiated by Abu Dhabis Sheikh Mansour,who took over the club in 2008.In addition to its growing brand value,Manches

23、ter City FC is also this years 5th strongest football club brand.Ahead of the 22-23 season,the club made strategic squad investments which have further boosted its reputation and brand strength.In May 2022,the club signed Norwegian sensation Erling Haaland from German Bundesliga club Borussia Dortmu

24、nd(ranked 13th in this years ranking),for a fee of 60 million.Brand Finance Football 50 7Ranking Analysis.Top 10 Most Valuable football Brands 6+10%1.13 bn7 7-1%1.10 bn6 8+14%0.91 bn10 980.90 bn+3%1090.86 bn+1%1+13%1.51 bn2 3+4%1.37 bn3 451.36 bn+9%541.36 bn+7%2-4%1.46 bn1The strikers impressive per

25、formance,setting records in both the Premier League and Champions League,has not only enhanced Manchester City FCs club reputation,but has further elevated its global profile and popularity.While Manchester City FCs brand has strengthened around the world and across all stakeholder groups,its hard-w

26、on reputation may be at risk after the Premier League charged the club with more than 100 breaches of financial rules.Top footballing clubs have traditionally attracted major partners because they bring brand attributes such as prestige,heritage,innovation,and success to partner brands,but sustainab

27、ility credentials in terms of environment,community and governance are increasingly important.Manchester City FC ranked 7th in the Governance category of Brand Finances 2023 Football Sustainability Index,and demonstrating the club is committed to fair play will help reduce brand risk in this aspect.

28、Manchester City FC has achieved an extraordinary feat by surpassing Real Madrid to become the champion of football club brands.For a decade now,the City team has exerted its dominance in English football,including securing four Premier League titles in the past five seasons.However,the clubs perform

29、ance in this years ranking highlights that Manchester City FC are performing off the pitch in terms of building a strong brand and attracting fans and sponsors,and setting the stage for what should be an iconic 2023 Champions League final against Inter Milan.Hugo HensleyHead of Sports Services,Brand

30、 Finance Brand Finance Plc 20232121120211Brand Finance Football 50 8Real Madrid CF reigns supreme as the worlds strongest football club brandIn addition to calculating brand value,Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketi

31、ng investment,stakeholder equity,and business performance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity incorporates original market research data from over 10,000 football fans in Europe,Brazil,China,and the USA.While beaten out of the top spot by Manchester City FC in th

32、is years ranking,Real Madrid CF(brand value down 4%to 1.5 billion)strike again as the strongest and second-most valuable football club brand.In 2022,Brand Finance research determined that the Spanish powerhouse were the most likely club to be rated the best club in the world by fans.Brand strength i

33、s what attracts fans,players,investors,and sponsors to engage with the club delivering commercial value through higher revenues,prices especially for sponsorship,higher growth,and sponsors,reducing risks to profitability related to weak on pitch performance.Real Madrid CF is considered one of the we

34、althiest and most financially powerful football clubs in the world,which has allowed it to compete at the highest level in terms of player transfers,salaries,and infrastructure development.Ahead of the 2022-23 season,the Spanish club signed young rising star Aurelien Tchouameni in an 80 million deal

35、,and the French midfielder has received widespread praise for his remarkable skill and speed.Further,the club also reached a 360 million agreement with investment firm Sixth Street to upgrade the Santiago Bernabeu Stadium,allowing for multiple events to be hosted there throughout the year.The collab

36、oration is expected to enhance the international recognition of the Spanish champions home playing field.Despite not reaching the Champions League final this year,Real Madrid CF secured the second-highest revenue in the tournament behind Manchester City FC.The clubs brand value and strength have als

37、o remained strong due to various sponsorship deals,including a renewed partnership with Emirates and a new collaboration with BMW as their official vehicle partner.Ranking Analysis.Top 10 Strongest football Brands94.8+0.8 1AAA+192.6+0.5 3AAA+392.5+0.5 44AAA+88.5+0.8 56AAA88.5-0.1 6AAA593.3+0.4 2AAA+

38、288.2+2.3 7AAA883.7-1.0 8AAA-983.5-2.5 97AAA-83.5+0.4 1010AAA-Brand Finance Plc 20231221000020Brand Finance Football 50 9Ranking Analysis.Spanish clubs continue to perform strongly in the 2023 rankingFollowing Real Madrid in 2nd,FC Barcelona(brand value up 4%to 1.4 billion)defends its 2022 rank in 3

39、rd,as does Club Atletico de Madrid in 12th(brand value down 5%to 549.56 million).Following a period of on-pitch setbacks and financial struggles,FC Barcelona appears to have resurged its reputation,winning the LaLiga ahead of historic rival Real Madrid in 2nd and Club Atletico de Madrid in 3rd.While

40、 Brand Finance research has previously ranked FC Barcelona lower than Real Madrid in terms of global perceptions,this victory is likely to boost Barcelona FCs global reputation and restore fan loyalty going forward.Sevilla FC(brand value up 6%to 189.27 million)has also shot up five places to 25th,wh

41、ile Villareal CF(brand value up 5%to 137.38 million)has gone up four rankings to 36th position.After struggling in LaLiga and changing coaches multiple times,Sevilla FC found stability under the leadership of Jose Luis Mendilibar,who is credited with reviving the teams success.Further solidifying th

42、eir international reputation,the club has achieved remarkable results in Europe,defeating British and Italian powerhouses Manchester United FC and Juventus.Spain has a rich soccer tradition,with leading international brands.Club brands are linked to cities,even countries,being one of their main insi

43、gnia in sport.Clubs generate pride of belonging around a brand,elevating the global reputation of their respective cities through their brand,colours,crest,stadium,and dedicated supporters.Pilar Alonso UlloaManaging Director Iberia(Spain,Portugal)and South America 2023 2022BSI Comparison Brand Finan

44、ce Plc 2023969492908886848280787674Manchester City FCReal Madrid CFFC BarcelonaManchester United FCLiverpool FCParis Saint-GermainFC Bayern MunichArsenal FCTottenham Hotspur FCChelsea FC 82 82 88 89 89 88 95 94 93 92 93 93 88 86 83 83 84 85 93 92 Brand Finance Football 50 10Top 10 Teams Brand Value

45、2013-2023(EURm)Brand Finance Plc 202320001500100050002013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 Manchester United FC Real Madrid CF FC Barcelona FC Bayern Munich Manchester City FC Chelsea FC Liverpool FC Arsenal FC Paris Saint-Germain Tottenham Hotspur FCRanking Analysis.Jurgen Klopps a

46、ppointment as manager of Liverpool FC in 2015 has propelled the club to unparalleled success,establishing them as one of the countrys most formidable teams.The club also ranked first in Brand Finances Football Sustainability Index,which has further enhanced the clubs position reputation.Manchester U

47、nited FC has also experienced a resurgence under the leadership of Erik ten Tag,who took over ahead of the 2022-23 season.The Red Devils win against Newcastle United to win the League Cup this year saw them clinch their first trophy in six years.Liverpool FC and Manchester United FC retain their 202

48、2 rankings for brand strength,sitting in strong 2nd and 4th positions respectively.The enduring brand strength of the Reds and the Red Devils can be largely attributed to their positive reputations,despite not challenging strongly for the Premier League nor Champions League this year.As well as the

49、numerous domestic and international titles to their names,both teams are perceived as having a rich history and heritage,great stadiums,and a global base of loyal and passionate fans.In a bid to boost its long-term success,Manchester United FC is currently on the market.Spain adds two more achieveme

50、nts to its 2023 success,as Real Sociedad(brand value 133.63 million)is a new entrant in 37th place,while Real Betis(brand value up 31%to 153.1 million)shoots up nine positions to 34th to be named the third fastest-growing football club brand.Finishing 6th in LaLiga(ahead of Sevilla FC in 12th),Real

51、Betis is hoping to further boost its brand strength and global recognition through a 70 million renovation of its home stadium.Further,Brand Finance also ranked Real Betis 2nd,one spot ahead of Real Madrid CF,in its Football Sustainability Index.The clubs commitment to raising awareness about climat

52、e change has further bolstered its positive reputation worldwide.Manchester United jumps ahead of rival Liverpool FC to take 4th position Manchester United FC(brand value up 9%to 1.4 billion)now sits one rank ahead of its long-term rival Liverpool FC(brand value up 7%to 1.4 billion)in 4th and 5th po

53、sition respectively.Both clubs have recorded positive brand value trajectories since 2022,finally surpassing their pre-pandemic values.After two Covid-hit seasons,2022-2023 saw the continued return of live matches and fans to stadiums,resulting in increased ticket sales and revenues.Brand Finance Fo

54、otball 50 11Ranking Analysis.Following Chelsea FCs enormous 4.25 billion takeover in 2022,the sale of Manchester United FC could surpass this figure to become the biggest sports club deal in history if completed at a valuation of 5 billion or higher.Over at Anfield,Fenway Sports Group is also consid

55、ering potential investments to Liverpool FC,after owner John Henry announced this year that the club wouldnt be sold.Newcastle FC(brand value up 31%to 249.85 million)is the fastest-growing British football club brand this year,and the fourth-fastest growing overall.Newcastle FCs increased brand valu

56、e can be largely attributed to the 305 million Saudi-Arabian backed takeover of the club in 2021.Fans celebrated the deal,as new owners committed to a long-term investment in the club with the hope of rejuvenating its success in major tournaments.Manager Eddie Howes leadership has also been consider

57、ed instrumental in reforming the teams mentality,tactics,and ambition,leading them to enjoy a successful 2022-23 season.Ranked 3rd in the Premier League,Newcastle FC have just secured a return to the Champions League after a 20-year absence,an accolade which is sure to amplify the clubs brand streng

58、th and global reputation.Brand Value by CountryCountryBrand Value (EUR bn)%of totalNumber of BrandsUnited Kingdom9.0 44.9%18Spain4.2 20.9%9Germany2.9 14.3%10Italy2.1 10.2%6France1.5 7.3%3Other0.5 2.4%4Total20.1100.0%50 Brand Finance Plc 2023Brand Finance Football 50 12Ranking Analysis.London footbal

59、l clubs hold onto top 10 ranks,with Arsenal FC seeing the biggest brand value increase Arsenal FC(brand value up 14%to 906.28 million)is up two positions from 2022 and now ranks 8th.Squad investments,(Arsenal FC signed Gabriel Jesus and Oleksandr Zinchenko from Manchester City FC in summer 2022)stre

60、ngthened on-pitch tactics,and Mikel Artetas effective leadership have all contributed to The Gunners strong season,their 3-1 win over Chelsea on May 3rd propelling them to the top of the Premier League.Although eventually beaten into a respectable second by Manchester City FC,Arsenal FC set the reco

61、rd for the most days spent at the top of the league without winning it.Further,their status as the youngest squad in the league instils hope among key stakeholders for a promising future.Tottenham Hotspur FC(brand value up 3%to 897.42 million)has decreased its 2022 rank by one,now sitting in ninth.T

62、he 2022-23 season has been disappointing for the Spurs as they were knocked out of both the FA Cup and the Champions League.The clubs reputation and brand strength were further compromised following manager Antonio Contes exit in March 2023,leaving the club in search of their fourth permanent manage

63、r in four years.Chelsea FC(brand value up 1%to 860.5 million)has dropped one rank to 10th,two ranks ahead of their Premier League finish in 12th,their worst result in almost 30 years.The clubs reputation suffered ahead of the 2022-2023 season due to sanctions placed on former owner Roman Abramovich.

64、Although Todd Boehly and his consortiums acquisition of Chelsea FC(2.5 billion on the club and 1.75 billion on future investments)in May 2022 was hoped to recover the clubs reputation,the club has endured a turbulent season due to multiple leadership changes.Following the dismissals of Thomas Tuchel

65、 and Graham Potter,ex-manager Frank Lampard was made interim manager of the club.These factors have made it a challenging year for Chelsea FC,and their performance next season will be crucial to halt any further decline in their brand value and strength.New manager,Mauricio Pochettino,joins on July

66、1st with a lot to contemplate.Brand Finance Football 50 13Ranking Analysis.and strongest football brand,despite losing brand value this year.A series of low yielding investments and ill-timed losses of key players,including Cristiano Ronaldos departure after only three years in 2021,has left Juventu

67、s FC with limited equity for new signings.Looking forward,Juventus FCs recent deduction of 10 points for irregular transfer dealings,as well as a 700,000 fine,has caused a significant rank drop in the 2022-23 Serie A league,going from 2nd to 7th.As a result,Juventus FC are no longer in the running f

68、or the European cup qualification.Just ahead of AC Milan is FC Internazionale Milano(brand value up 3%to 508.96 million).The Milan rival ranks 14th versus AC Milans 15th in terms of brand value,but both clubs are considered relatively even on strength,both boasting a AAA-rating,the same rating as Ju

69、ventus the strongest Italian football brand.AS Roma(brand value up 13%to 204.24 million)has also performed strongly,shooting up eight places into 21st position.Increased commercial revenues following the pandemic era and strong on-pitch performances have boosted the clubs brand value.Despite ultimat

70、ely losing to Sevilla FC,the clubs run to the Europa League final for the second year running exemplifies its remarkable improvement in recent years.AC Milan represents Italy as the fastest-growing football club brand for second year runningAC Milan(brand value up 33%to 357.98 million)ranks 15th ove

71、rall and is named the fastest-growing football club brand,closely followed by SSC Napoli(brand value up 31%to 239.81 million)as the second-fastest growing club brand sitting in 18th rank.AC Milan have enjoyed a successful season,reaching the Champions League semi-finals and holding a respectable 4th

72、 position in the Serie A.The clubs brand value has increased through royalties and sponsorships,totalling nearly 20 million in 2022.AC Milan is also recognised as having one of the worlds largest and most devoted fan bases,reflected in its impressive AAA-brand strength score.SCC Napoli has stormed t

73、o the top of the Serie A league following continued on-pitch success.Revenues generated from the Serie A league and the Champions League qualifiers,in addition to broadcasting and sponsorship opportunities,have further propelled the clubs growth.Turin-based Juventus FC(brand value down 10%to 631.17

74、million)retains its title as Italys most valuable Brand Value Change 2023-2022(%)33%31%31%31%19%17%17%14%13%13%-34%-31%-27%-22%-17%-15%-10%-9%-9%-9%Brand Finance Plc 2023Brand Finance Football 50 14Ranking Analysis.club expected to amass 310 million in revenue ahead of the 2022-23 season.Qatar Airwa

75、ys,the premium partner of Paris Saint-Germain since 2020,also became the official jersey sponsor of the club in 2022.This strategic endeavour bolstered global fan engagement with the brand and in turn increased revenue,with over one million shirts sold and 60%featuring Messis number and name.PSGs ma

76、tchday revenue has also increased due to a surge in ticket sales.As Messi and Neymars potential departures loom this summer,the French powerhouse faces potential strategic challenges.While the acquisition of global footballing icons has massively enhanced the clubs global reputation,on-pitch success

77、 has fallen short of owners expectations.Spearheaded by the successes of its young Mbapp,PSG is now committed to the development of its young talent.Olympique de Marseille(brand value up 19%to 172.77 million)is ranked as the fifth-fastest growing football club brand in 28th position,while Olympique

78、Lyonnais(brand value up 4%to 160.07 million)moves up four places to 31st.Both teams are enjoying success this year,with Olympique de Marseille in contention for a top-three finish in the French Ligue 1,while the Lyonnais team is in 7th.Paris Saint-Germain overtakes FC Bayern Munich,while only three

79、French clubs feature in top 50 Paris Saint-Germain(brand value up 10%to 1.1 billion)has moved up one rank into 6th,overtaking 2022 rival FC Bayern Munich(brand value down 1%to 1.1 billion)who drops to 7th.Paris Saint-Germain,the current top-ranked team in the French Ligue 1,gained global recognition

80、 and popularity following the 2022 World Cup,which saw young talent Kylian Mbapp,and footballing legend Lionel Messi go head-to-head in a historic final.The clubs formidable trio of Mbapp,Neymar,and Messi are perceived as global icons in the footballing world and beyond,and their enormous popularity

81、(they are the 2nd,3rd,and 4th most followed footballers on Instagram)has also contributed to PSGs sustained brand strength,for which it earns an AAA-rating,as it did in 2022.While FC Bayern Munich has outperformed PSG on the pitch this year,eliminating them in the final 16 round of the Champions Lea

82、gue,PSGs sustained brand value can be attributed to its increased revenue.The costly acquisition of the clubs star players has brought enormous commercial value to the brand,with 11 new sponsorship partners following Messis arrival to the Brand Finance Football 50 15Ranking Analysis.Brand Value by L

83、eague Brand Finance Plc 2023 Premier League La Liga Ligue 1 Bundesliga Serie A OtherManchester City FCArsenal FCAC MilanLeicester City1.FC KolnReal Madrid CFTottenham Hotspur FCWest Ham United FCOlympique De MarseilleSC FreiburgFC BarcelonaChelsea FCEintracht FrankfurtReal Betis1.FC Union BerlinNewc

84、astle United FCCrystal PalaceSL BenficaParis Saint-GermainBorussia DortmundSevilla FCReal SociedadFulham FCAston Villa FCWolverhampton Wanderers FCAthletic de BilbaoFC Bayern MunichFC Internazionale MilanoBrighton&Hove Albion FCVfL WolfsburgFlamengoAS RomaLeeds UnitedSS Lazio SpAManchester United FC

85、Juventus FCEverton FCBorussia MonchengladbachValencia CFSSC NapoliAFC AjaxCeltic FCLiverpool FCClub Atletico de MadridBayer 04 LeverkusenVillarreal CFFC PortoRasenBallsport LeipzigOlympique LyonnaisBrentford050010001500Brand Finance Football 50 16Ranking Analysis.A further 95 million people engaged

86、with social media post-game.As 1.FC Koln continues to innovate their fan engagement technology,the result will be improved brand awareness and a runway for brand value growth.While German clubs perform strongly this year,Brand Finance research finds that the Bundesligas brand value has decreased by

87、a further 8%since 2022.The perception likely persists that the Bundesliga is less competitive compared to the Premier League and Serie A,as major British and Spanish clubs continue to dominate the brand value and strength rankings,while Bayern Munich remains the sole German club in the top 10.Flamen

88、go just holds onto 50th position as the only non-European club in the ranking Flamengo(brand value up 2%to 97.85 million)have dropped from 49th in 2022 to 50th in 2023.Despite Brazilian hopes for their success,the team were knocked out of the 2023 FIFA Club World Cup in February after a disappointin

89、g defeat to Saudi Arabian team,Al-Hilal.That said,the Brazilian club still performs respectively in the BSI ranking,dropping only one place to 16th.This strong result indicates that the club maintains a favourable global reputation,attributed to the successful legacy and rich heritage of its nations

90、 football culture.Flamengo also achieves the second-highest score globally for its passionate fan base.Germany holds the second-highest number of clubs in the ranking behind UK,while Bundesliga continues to lose brand valueGermany has an impressive 10 clubs in this years ranking,with its strongest a

91、nd most valuable club brand,FC Bayern Munich holding its top 10 rank in 7th.Although the team made a record start to the 2022-2023 season,they are facing increasing competition from other German clubs.Recent events in the Bundesliga nearly saw Bayern Munichs dreams of an 11th consecutive title shatt

92、ered,with the club losing 1-3 to rival RasenBallsport Leipzig(brand value down 9%to 222.46 million,ranked 19th).However,FC Bayern Munich has managed to secure their 11th title only on goal difference,with both the club and Borussia Dortmund finishing the season on 71 points.That said,Bayerns excepti

93、onal talent pool,global reputation and popularity remains undisputed,securing more victories than all remaining Bundesliga teams combined.While Eintract Frankurt(brand value up 6%to 202.28 million)holds onto its 2022 ranking in 22nd place,1.FC Koln(brand value up 8%to 120.59 million)impresses as Ger

94、manys fastest growing football brand,climbing 6 places to 39th.To boost revenue this year,1.FC Koln dominated headlines for their role in what has been coined the“Innovation Game”.The event saw approximately 60,000 fans test 1.FC Kolns own app,allowing them to directly engage with the clubs decision

95、-making process in real time.Brand Finance Football 50 17Regional Analysis.BrazilFlamengo(brand value R$516 million),winner of the Copa do Brasil and Livertadores,maintains its position as the most valuable football club tbrand in Brazil.Closely behind is Palmeiras(brand value R$415 million).Unsurpr

96、isingly,these are also the two teams that have won the most national championships in 2022.The Clube de Regatas do Flamengo,which was originally created for rowing competitions,and in 1912 began its champion journey within the four lines,had a historic year in terms of,both in their professional and

97、 youth teams.Today,the red-black team is the greatest champion in the history of the Carioca Championship,with 31 titles.This is in addition to being in the 4th position among the biggest winners of the Brazilian Championship,with 7 titles.It also boasts the title of biggest soccer crowd in Brazil.I

98、n terms of brand strength,Flamengo takes the lead again,with a BSI score of 77.8/100.Palmeiras(brand value up 53.2%to R$415 million)is Brazils second most valuable football club brand,as well as the countrys 3rd strongest,with a BSI score of 72.8/100.Palmeiras is the dominant winner of the Brazilian

99、 Championship,claiming 11 titles,including 2022s.The Brazilian champion has been demonstrating their hunger for titles,reflected by both on-field achievements and the performance of the brand as a whole.Founded by Italian immigrants in 1914,although the football brand has faced political and economi

100、c pressures,maintains its standing as one of So Paulos greatest teams.Top 10 Brand Value and Brand Strength Index-Brazil667.1BRL186.7 m768.6BRL157.3 m863.6BRL118.3 m9BRL106.1 m56.910BRL84.6 m58.1177.8BRL539.7 m364.9BRL224.2 m4BRL204.7 m74.35BRL191.0 m70.2272.8BRL414.9 m Brand Finance Plc 2023Eduardo

101、 Chaves Managing Director,Brand Finance BrazilBrand Finance Football 50 18Other clubs that performed well include Corinthians(brand value up 39%to R$205 million),who claim the title of Brazils second strongest Brazilian football club brand,with a BSI score of 74.3/100.Further,of the 10 best rated Br

102、azilian clubs in the Brand Finance Football 2023 survey,Corinthians lead in terms of fan passion,with 76%of fans feeling strong passion towards their club.Closely behind was Flamengo(75%).Fluminense(brand value up 48.8%to R$106 million)is Brazils fastest-growing brand.Closely behind is Atltico Minei

103、ro(brand value up 47.6%to R$187 million.Atltico Mineiro saw the most impressive rank hike of all Brazilian football club brands,climbing 2 places in the ranking.Founded in 1908,the team won the 2022 Mineiro Championship,and has already accumulated 47 Mineiro Championships since its foundation.This d

104、emonstrates Atltico Mineiro strength and vigor.Football is Brazils main sport.It is a huge industry that moves approximately R$8 billion each year.This number is even greater if we consider all teams from all series national,and divisions.In recent years,Brazilian football clubs and corporations hav

105、e been professionalising themselves,from fan relationships to financial transparency.We know this is necessary when considering football brands as strategic assets.Brand Finances research does exactly this,measuring each teams attributes to establish value,so that sports brands can improve and incre

106、ase value and market share.Eduardo ChavesManaging Director,BrazilRegional Analysis.Brand Finance Football 50 19Regional Analysis.United KingdomSustainability as an issue for sponsorsPremier League brands make up 45%of the value of the top 50,and the league has the highest number of brands(18)represe

107、nted;the 7 from London is more that Serie A or Ligue 1 in total.This is most obviously due to the financial power Premier League teams possess thanks to huge broadcasting contracts,however,this is merely a reflection of the attractiveness of the league and its clubs to fans and sponsors around the w

108、orld.Brand Finance market research shows that the league is seen as the most competitive and exciting league to watch,and is perceived as having more world class players and clubs than any other league,while Manchester United and Liverpool were rated 1st and 3rd respectively for the metric“The team

109、has a global fan base”.Relatively equal distribution of broadcasting revenue,and the leagues reach allowing even smaller or newly promoted clubs to secure significant sponsorships,perpetuates the competitiveness that keeps the league exciting.Manchester Citys recent dominance could be considered a t

110、hreat to the competitive nature,winning the title 5 times in the past 6 years,and echoing a problem is seen in Bundesliga,Ligue 1 and less recently in Serie A.Top 10 Brand Value and Brand Strength Index-United Kingdom683.7861 m771.5308 m871.3250 m9214 m68.110198 m66.2188.51,506 m393.31,360 m4906 m 8

111、8.25897 m83.5292.51,361 m Brand Finance Plc 2023Hugo HensleyAssociate Director,Brand Finance Brand Finance Football 50 20Regional Analysis.However,the drama throughout the season and the regular challenges made by English teams in European competition suggest its not an issue yet.With now seven team

112、s challenging for just four champions league positions the league may have become even more exciting,however sponsors will need to decide if the wider European and Global exposure of that competition is a key objective of their partnership potentially leading them away to more secure qualifiers in o

113、ther leagues.Referring to the champions league challengers,Newcastle United will appear for the first time in 21 years,and have reportedly secured a new sponsorship deal worth$31m/year-approximately 5 times its previous deal with betting brand fun88 per year and in line with a top performing premier

114、 league clubs playing in Europe.However,there are questions about potential links between the new Saudi ownership and the sponsor,as the clubs of the premier league wrestle over how related party transactions should be judged.Rules mean these should be in line with market rates,but Brand Finance ana

115、lysis has shown that although a sponsorship fee may match others in the league,the return on investment of these deals can vary wildly based on the audience alignment,the positive brand attributes attained,and ultimately whether the partnership can positively influence the behaviours of customers,su

116、ppliers,investors,or other stakeholders.Sustainability is another issue that clubs and sponsors are increasingly wrestling with,across environmental,community and governance issues.Premier League clubs agreed to remove betting brand sponsorship from front of shirts starting 2026/2027 season,in effor

117、ts to curb problem gambling related to the sport.Brand Finances research study asked participants whether they agreed that football clubs should reject sponsorship from gambling brands.To this,68%of non-gamblers widely agree that football clubs should reject sponsorships by gambling brands.When aske

118、d the same question,52%of respondents who had gambled in the last year also agreed that clubs should reject sponsorships with gambling brands.A less common sustainability issue is that of governance,with multiple fan groups protesting owners and managers throughout the 22/23 season.A record breaking

119、 14 managers have been sacked;a worrying point for sponsors as they look for stability,trust and consistency as key sponsorship attributes,which club owners may struggle offer when desperately trying to improve team performance to stay in the worlds richest league.Brand Finance Football 50 21Regiona

120、l Analysis.Bertrand Chovet Managing Director,Brand Finance FranceTop 10 Brand Value and Brand Strength Index-France660.342 m754.741 m850.030 m929 m56.31025 m51.7182.21,132 m364.7160 m463 m56.4547 m54.4271.3173 m Brand Finance Plc 2023FranceFrench football club brands show significant differences wit

121、hin the European landscapeDespite the on-going success of the French national team in the World Cup,French football club brands are not leading the world.The quality of young player development,and the progressive optimization of approaches in French professional football,creates a big disparity in

122、the strength and value of brands among Ligue 1 clubs.There is a significant gap between the strength and value of the Paris Saint-Germain brand and other clubs such as Olympique de Marseille and Olympique Lyonnais.This difference is even more pronounced between the leading trio and championship chal

123、lengers such as RC Lens,LOSC Lille,Stade Rennais,and AS Monaco.Three groups can be distinguished:+Strong brand:Paris Saint-Germain is a strong,international brand that is constantly seeking to maximize the return on investment of its brand and its impact on its business.+Mature brands:Olympique de M

124、arseille and Olympique Lyonnais are mature brands for which have not yet activated all marketing levers.This represent a big potential for value creation.Brand Finance Football 50 22Regional Analysis.+Challenger brands:RC Lens,LOSC Lille,Stade Rennais,and AS Monaco are challenger brands with signifi

125、cant brand growth potential in their activities.With the exception of the successful Paris Saint-Germain brand,French football club brands have difficulty adopting a holistic and convergent approach to managing their business and theirs.This is all the more limiting as Paris Saint-Germain is a formi

126、dable driving force that exerts traction on the optimization of approaches,change management,and the consequent return on investment.Overall,at the league level,this demonstrates the difficulty for French football institutions to build a competitive and sustainable economic model of professional foo

127、tball.Given the profound transformations in the economic model of clubs(such as fan engagement,digitalization,globalization,and corporate responsibility),the key lies in strengthening the economic model to balance investments,impact,and growth in relation to sports results.Football club brands must

128、align with their objectives,aiming to become media and entertainment brands while also expanding their global reach and deriving a majority of their revenues from commercial activities.Brand Finance Football 50 23GermanySaturday,May 27th:The decade reign of FC Bayern was almost shattered,FC Schalkea

129、 traditional clubfought fiercely against relegation,and Hamburger SV,having played in the second division for the past five years,eyed(and still hopes)for a promotion.While the Bundesligawith FC Bayerns now 11-year domination as evidencelacks the competition at the top seen in other European leagues

130、,the final matchday of the 2023 season is proof that contest and excitement are still present in the Bundesligas two divisions.However,though not lacking in thrill and passionate fans,the Bundesliga trails the Premier League and La Liga concerning international attention and popularity.Only having o

131、ne“King of the Tabelle”for the past decade has led to,as evidenced by fan surveys in markets like the US and China,FC Bayern receiving a disproportionate amount of international engagement compared to its peers.Over 38%of the Bundesligas combined brand value comes from FC Bayern,leaving the league l

132、argely dependent on its success alone.While the British and Spanish leagues certainly do not champion equality,they each have 3-4 clubs that significantly contribute to the entire leagues brand value and cut dependence on one dominant team.The lack of engagement across multiple clubs impacts the Bun

133、desligas total brand value,which shrunk by 8%,while all the other European leagues managed to grow in value.Top 10 Brand Value and Brand Strength Index-Germany666.4152 m759.3123 m862.7121 m9120 m61.310108 m61.3188.51,099 m367.6222 m4202 m66.55194 m61.4280.1542 m Brand Finance Plc 2023Regional Analys

134、is.Ulf-Brn Drechsel Managing Director,Brand Finance DACHBrand Finance Football 50 24Regional Analysis.Three days before the seasons final Saturday,the 36 Bundesliga clubs were presented with an investment plan that featured selling the leagues media rights and,in pursuit of furthering international

135、awareness,using the proceeds to develop a streaming platform and giving the rest to clubs to modernise their infrastructures.The plan shows the hope that further exposure will better distribute revenue and,with that,improve the leagues competitiveness at the top.However,amidst fan protests and criti

136、cism from smaller clubs,the plan failed to gain the needed two-thirds approval.It is a reminder that the Bundesliga is not solely comprised of super clubs seeking sizeable international followings but possesses a mix of interests ranging from local,historic clubs like St.Pauli to giants like FC Baye

137、rn.This lack of unity means that questions about the Bundesligas future and strategies to improve competition will likely remain unanswered.Brand Finance Football 50 25Regional Analysis.ItalyCould the 2022/23 season mark a new renaissance for Italian football?This season witnessed a remarkable achie

138、vement as five Italian teams reached the semi-final stages of UEFA competitions for the first time.However,while this accomplishment highlights the success of the clubs,its important to acknowledge that the Italian national team has failed to qualify for the last two World Cups.Thus,speaking of a co

139、mplete rebirth of Italian football might be an exaggeration,but it is certainly fair to consider this as a notable resurgence of Italian club football.The recent European success of Italian football(six Serie A teams in the round of 16 in various European competitions)has inspired a marketing campai

140、gn launched by Serie A.Led by former England manager Fabio Capello and World Cup winners Luca Toni and Fabio Cannavaro,the campaign claims that Calcio is back.Looking at the data,the average Brand Strength Index of the Italian clubs in the top 50 has increased four points year-on-year.This noteworth

141、y achievement surpasses the performance of all other leagues included in the ranking.Its important to note that the ranking comprise only six Italian clubs,compared to eighteen English,ten German,and nine Spanish clubs.Furthermore,there have been both new entries and dropouts compared to the previou

142、s year,such as Atalanta falling out of the top 50.What can we infer from this?Firstly,it suggests that Serie A has a lower turnover compared to other leagues,where a higher number of clubs can secure positions due to greater stadium and ticketing revenues,TV rights,and sponsorship/merchandising deal

143、s.Secondly,despite generating lower revenues,the average Massimo Pizzo Managing Director,Brand Finance ItalyTop 10 Brand Value and Brand Strength Index-Italy662.0112 m755.490 m857.769 m962 m55.51053 m53.4183.5631 m381.2358 m4240 m70.75204 m72.0281.9509 m Brand Finance Plc 2023Brand Finance Football

144、50 26Regional Analysis.strength of the Italian clubs included remains remarkably high,second only to Spain in Europe.Notably,the average Brand Strength of La Liga clubs is 76,while Serie A clubs included in the top 50 boast an average Brand Strength of 75.Another aspect that attests to the renaissan

145、ce of Serie As is the performance of Italian clubs in terms of Brand Value growth.In the previous year,four Italian clubs stood out among the top 10 fastest-growing brands,with AC Milan leading the pack.This year saw three other Italian clubs rank amongst the top ten fastest growing clubs.AC Milan h

146、as been crowned the fastest growing brand for the second consecutive year,while Napoli follows closely behind with a 30%year-on-year brand value increase.All in all,it has been a remarkable year for the top Serie A teams,and one could almost describe this achievement as a triumph of“ideas vs money”.

147、It is no secret that Italian clubs,on average,earn significantly less than their English or Spanish counterparts.Consider the fact that the bottom team in Premier League receives more broadcasting revenues than the top club in Serie A.Despite these financial disparities,three Italian teams are playi

148、ng in the three most prestigious European tournaments-a clear indication that Calcio is back.This recent success should be strategically leveraged by Serie A,going beyond aesthetic marketing and advertising activities.Serie A should use this opportunity as a catalyst for growth for Italian clubs,enh

149、ancing international recognition and relevance in the market,with the ultimate goal of increasing broadcasting and sponsorship revenues.Brand Finance Football 50 27Regional Analysis.SpainSpain has a rich football tradition,with leading international brands.Club brands join cities,even countries,bein

150、g one of their main insignia in sport.The clubs generate pride of belonging around a brand,building the position of the cities worldwide for their brand,their colors,the shield,the stadium and their fans.This year the application of CVCs investment is starting to be seen,as almost half of the funds

151、have already been disbursed to the teams that agreed to the proposal.In accordance with the permitted uses,several clubs,such as Sevilla,Valencia,Villarreal,and the U.S.-owned Real Mallorca,are actively engaged in the construction or refurbishment of their stadiums.Meanwhile,other teams are directin

152、g their investments towards the development of new training facilities,digital advancements,and international strategies.Eibar,in the second division,is using its funds for a range of projects,including paying down debt and building a new training ground.Real Sociedad is also investing in a wider in

153、ternational and digital strategy.The hope is that this strategy by La Liga will lead to a more equal,competitive and dynamic footballing competition led by a range of distinct and exciting brands,each given a chance to determine their future using the cash injection.There is a clear need to close th

154、e gap between FC Barcelona and Real Madrid and the rest of the teams 60%of Chinese LaLiga followers are fans of either Real Madrid or FC Barcelona which combined won 17 of the last 20 La Liga titles.In terms of brand perceptions of LaLiga clubs,Real Madrid tops the Chart in 11 of the 18 positive att

155、ributes measured by Brand Finance.However,theres an opportunity for clubs to take a leadership position in attractive attributes such as having a positive impact on the community which is topped by Real Betis or environmental sustainability which sees Real Sociedad as the most environmental friendly

156、 club in Spain.Pilar Alsonso Managing Director,Brand Finance Iberic662.8137 m767.3134 m872.7113 m9108 m65.41055 m55.9194.81,458 m381.2550 m4189 m69.55153 m76.7292.61,374 m Brand Finance Plc 2023Top 10 Brand Value and Brand Strength Index-SpainBrand Finance Football 50 28Regional Analysis.United Stat

157、esIn recent years,the world of soccer has witnessed an increase in the fascinating trend that goes beyond the realm of sporting prowess the rise of celebrity involvement in the sport.This is nothing new,Sir Elton John has been Watford FCs chairman since as far back as 1976 and basketball hero LeBron

158、 James became part-owner of Liverpool FC over a decade ago in 2011,but the recent purchase of ailing Welsh club Wrexham AFC by Hollywood superstar Ryan Reynolds and Rob McElhenney has propelled this new celebrity ownership business model to center stage.Could this be part of the answer to amplifying

159、 the reach of the sport across the United States?The US Sporting and Soccer Landscape Despite the global popularity of soccer,and a dominant U.S.womens national soccer team for nearly a quarter-century,the United States has historically shown lower interest in the sport compared to other countries.B

160、rand Finances research found that American Football and the NFL is by far the most popular sport across the nation,with all but five states choosing it as their favorite sport.Soccer has varying levels of interest,however,ranging from a mere 3%to 32%of people claiming it is their favorite sport.Laur

161、ence Newell Managing Director,Brand Finance Americas Favourite Sport Brand Finance Plc 2023 NFL/American Football Basketball BaseballBrand Finance Football 50 29Regional Analysis.Brand Finances research indicates that individuals from the US exhibit a preference for clubs that possess a connection t

162、o their country.Inquiring about their interest and preference for specific clubs,the top seven English clubs mentioned were the renowned big 6,along with Leeds United.This preference can be attributed to the presence of several players from the US national team and an American manager associated wit

163、h these clubs during the research period.Thus,it becomes evident that a tangible connection between a club and the United States plays a significant role in garnering support from the country.Countries in grey not surveyed by Brand Finance in 2023Top Interest Topic by Country Brand Finance Plc 2023

164、Travel&Foreign Cultures Technology,Computers&Apps Sports Cinema/Film Politics&Government ScienceBrand Finance Football 50 30Regional Analysis.Overcoming Barriers Given the relatively low interest in soccer in the US,the involvement of celebrities could take on even greater significance.We have seen

165、big names try and build the sport from inside the nation.David Beckham who is arguably more famous for his work off the pitch than on it now used his exceptional soccer career and global appeal to tap into the potential of soccer in the US by launching Inter Miami CF,a Major League Soccer team.More

166、recently,Academy Award winner Natalie Portman co-founded Angel City FC,a National Womens Soccer League expansion team.Both Beckham and Portman created new teams from scratch in the US,but what about those who focus internationally,to somewhere where the sport is so entrenched in the history and the

167、lives of those that live there.Welcome to Wrexham Transformation with a Hollywood Flair Prominent Hollywood actor Ryan Reynolds and his business partner and fellow actor,Rob McElhenney ventured into soccer club ownership by acquiring Wrexham AFC in November 2020.Despite soccers lower following in th

168、e US,Reynolds recognized the potential to leverage his star power and global recognition to drive the growth and brand of the club.Reynolds involvement with Wrexham has generated significant media attention and brought the club into the international spotlight.His charismatic and humorous approach,c

169、ombined with his social media presence(just a small following of 49 million on Instagram and 21 million on Twitter),has enabled him to engage with fans and amplify not just the clubs profile but also the sport.This,paired with the release of the Hulu and Disney+docuseries on the club Welcome to Wrex

170、ham has garnered support and interest like never before.Furthermore,Reynolds and McElhenneys investment not only provides financial stability but also introduces fresh perspectives on club management,marketing strategies,and community engagement.Ever since the duos arrival,fortunes have been shiftin

171、g both on and off the pitch.On the pitch,Wrexham was promoted to League Two(the fourth tier of the English Football League)for the first time since being relegated in 2008,an historic moment for the club.Off the pitch,while the club boasts the worlds oldest international football stadium,the team ha

172、d never secured a sponsoruntil now.STK Cold Brew Coffee,one of the largest and fastest-growing brands in the US,has just been named title sponsor of the newly named STK Stadium.5,000 new seats are also being built to expand the capacity to 15,000.New sponsorship contracts for the teams training kit

173、and merchandise sported by the duo are all contributing to the rise of the club brand.14121086420Manchester UnitedChelseaManchester CityLiverpoolLeeds UnitedArsenalTottenham HotspurClub Following/Favouritism among US Football Fans Brand Finance Plc 2023 This is my favourite club/team I know this clu

174、b/team and I follow it somewhat closelyBrand Finance Football 50 31Regional Analysis.The Ripple Effect:Beyond Soccer While celebrity involvement undoubtedly plays a pivotal role in soccer branding and awareness,its influence extends beyond the confines of the sport itself.The association of celebrit

175、ies like Reynolds creates a ripple effect across various domains.Boosting Local Economies:Celebrity ownership attracts investment,infrastructure development,and tourism,contributing to the growth of local economies.The presence of globally recognized figures elevates the profile of the clubs and the

176、ir surrounding communities.Social Impact and Community Engagement:Celebrity involvement often leads to increased community engagement and social impact initiatives.Leveraging their star power,owners are able to drive positive change,focusing on youth development,inclusivity,and charitable endeavors,

177、thereby enhancing the overall brand perception.Inspiring Future Generations:Celebrity-owned clubs inspire young soccer players and fans.The involvement of iconic figures fosters aspirations,igniting a passion for the sport and encouraging younger players to pursue their goals.Expanding Soccers US Re

178、ach&Beyond The involvement of celebrities in soccer ownership has the potential to significantly expand the reach of the sport across the US and globally.When iconic figures like Reynolds and Matthew McConaughey associate themselves with soccer clubs,they bring a level of recognition and interest th

179、at extends far beyond traditional fan bases.Their star power and international appeal attract media attention and generate widespread coverage,both within and outside the sports industry.As news spreads about celebrity ownership,it piques the curiosity of individuals who may not have been previously

180、 engaged with soccer.Non-soccer enthusiasts who are fans of Ryan Reynolds movies,for example,become intrigued by their involvement in the sport.Brand Finance Football 50 32Regional Analysis.This curiosity then leads to a broader audience exploring and developing an interest in soccer,which in turn c

181、reates opportunities for the sport to penetrate new markets and regions.The influence of celebrities extends beyond their ownership roles.They often leverage their personal brands and networks to forge connections with influential individuals and organizations globally.This opens doors for collabora

182、tions,partnerships,and sponsorships that can drive the expansion of soccer into previously untapped territories.In addition,the international growth facilitated by celebrity ownership can also lead to the formation of strategic alliances and international collaborations between clubs.These partnersh

183、ips can include friendly matches,player exchanges,and joint marketing initiatives,further exposing the sport to new audiences and fostering a sense of global interconnectedness.Conclusion In a world where soccers reach is expanding,but lagging across the US,celebrity involvement has emerged as a gam

184、e-changer.The recent acquisition of Wrexham AFC by Reynolds and McElhenney has thrust celebrity ownership into the limelight,likely paving the way for the sports growth in the United States and beyond.This Hollywood story ending may just mark the beginning of a shift of soccer club ownership.As US i

185、nvestment,media,sponsorship,and fans increase their involvement in sports outside the country,or even outside of the most popular leagues,its essential for these players to understand the brands theyre involved in.Understanding fan following,brand attributes,demographics,and engagement are essential

186、 to designing and negotiating successful sponsorships-Brand Finance specializes in measuring the impact of brand on both perceptions and financial return.Get in touch with the team if you would like to find out more.Brand Finance Football 50 33Football Sustainability Index.Environmental,Social,and G

187、overnance(ESG)considerations are essential for brands in all industries because of their considerable impact on all stakeholder groups.It is no surprise that football clubs feel the same pressures,with fans,owners,sponsors,broadcasters,leagues and regulators all influenced by clubs actions regarding

188、 ESG matters.However,stakeholders priorities towards ESG matters do differ,so clubs need to be able to differentiate between groups and interact with them accordingly.Sponsors,for example,are highly concerned with how a club is perceived,including its ESG perception,as they are involved in an inhere

189、ntly image-focused relationship.Conversely,for the majority of fans,social and governance matters take precedence.Many fans are deeply invested in the sense of community and belonging that comes with supporting a football club.This emotional connection becomes one of the primary motivations for thei

190、r support.In January 2023,Brand Finance launched its inaugural Football Sustainability Index,which drew on an extensive fan survey,ranking the most sustainable football brands in Europes top five leagues.The study showed that while a small number of clubs have made significant strides in their commi

191、tment to ESG matters and communication of this,there are still substantial opportunities for further enhancement.Liverpool FC is perceived to be the most sustainable football brand in Europes top 5 leaguesThe club had an overall score of 86/100 across the 3 key sustainability metrics namely Environm

192、ent,Social,and Governance(ESG).Liverpools strong ESG score is underpinned by the consideration amongst fans that the team is well run and managed off the pitch,scoring the highest in this metric in Brand Finances research.It also engages in extensive community projects,as part of which the club supp

193、orts around 2,000 local charities per year.Billy Hogan,managing director and chief commercial officer of Liverpool FC has been vocal in communicating the positive strides the club has made towards becoming a truly sustainable club,further increasing its perception amongst stakeholders.Brand Finance

194、Football 50 34Football Sustainability Index.Top 10 Football Sustainability Index Ranking Brand Finance Plc 2023 677.0 773.5 873.3 972.4 1070.0 186.0 379.0 478.8 577.3 283.0This has primarily come through Liverpools own initiaitve The Red Way.The club has successfully used its platform to help have a

195、 positive effect on its communities,people and environment.This includes a comprehensive training and development strategy for all those employed by the club;an active agenda to tackle problems faced by those in local communities and provide support through the LFC Foundation and Red Neighbours prog

196、ramme;and a clear commitment to enviromental sustainability.Liverpool FC has built on a comprehensive sustainability strategy by becoming a signatory to the UN Sports for Climate Action Framework and completing a carbon emissions inventory.In the short term,the club has ensured that they are carbon

197、neutral in all its direct activities.In the long term,they are working towards becoming completely net-zero in line with UK Government legislation on zero carbon emissions.The club has also successfully communicated the positive strides it has taken,further building its reputation amongst fans and s

198、ecuring its position at the top of the ranking.Brand Finance Football 50 35Football Sustainability Index.0 20 40 60 80 100Liverpool FCAC MilanBayern MunichFC BarcelonaTottenham Hotspur FCLeicester CityBorussia MnchengladbachReal BetisSC FreiburgAthletic de BilbaoSassuoloBrentford FCStrasbourgNorwich

199、Real Madrid CFNottingham ForestCrystal PalaceSevilla FCBrighton&Hove AlbionStade Rennais FCRasenBallsport LeipzigRC LensArsenal FCVillarreal CFEintracht FrankfurtParis Saint-GermainWest Ham United FCBologna FC 1909Real SociedadJuventus FCOlympique MarseilleAS RomaEspanyolAston VillaSV Werder BremenA

200、tltico MadridUdinese Calcio1.FC Union BerlinFC Internazionale MilanoManchester City FCMontpellier Hrault SCBorussia DortmundNewcastle UnitedStade de ReimsManchester United FCEverton FCGranadaSSC NapoliAS Saint-EtienneWolverhampton WanderersFootball Club ESG Index 2022 Brand Finance Plc 2023 Premier

201、League Serie A Ligue 1 La Liga BundesligaBrand Finance Football 50 36Football Sustainability Index.Spanish Clubs Real Betis and Real Madrid both secure positions in top 3Spanish club Real Betis is 2nd in perceived sustainability with an overall ESG score of 83/100.In 2020 Real Betis launched their p

202、rogram Forever Green,a sustainability platform for companies and institutions that want to use football,the most popular sport in the world,to help save the planet.Forever Green is an undertaking Real Betis founded to increase awareness amongst the population about the reality of climate change.As a

203、n open platform,involved companies can collaborate on projects to reduce emissions and create a larger social conscience surrounding the climate crisis.This aims to become a model to follow for football fans and uses footballs mass audience to help drive a more sustainable future.Real Betis also rec

204、ently took the step to becoming a carbon neutral club after calculating and reducing its greenhouse gas emissions.The club is also involved in an emissions reduction project that involves the installation of 25 wind turbines in Guanacaste,Costa Rica.Fellow Spanish football giant Real Madrid followed

205、 closely behind in 3rd,with an ESG score of 79/100.It has continued to grow its environmental protection policy as a crucial component of its sustainability strategy.This promotes a range of initiatives to reduce the impact of its activities on natural resources.Some key areas within Real Madrids en

206、vironmental agenda include material and waste recycling and water usage.Through an agreement with Ecoembes Spain,S.A.,a system was set up for the collection,transport,and subsequent treatment of waste which goes beyond the guidelines set by the European Union.Regarding water usage,the total annual w

207、ater consumption of the football pitches and ornamental gardening of Real Madrid City comes from the recycled water network of the Madrid City Council,rainwater recovery,and field drainage.10080604020086.0 Liverpool FC83.0 Real Betis79.0 Real Madrid CF78.8 Undinese Calcio77.3 Stade de RemisTop 5 Foo

208、tball Sustainability Index 2023 Brand Finance Plc 2023 Enviroment Social GovernanceBrand Finance Football 50 37Football Sustainability Index.Sustainability becomes a top priority for sponsorsWhen it comes to the environment and climate change,brands are under pressure from consumers to demonstrate p

209、ositive action.When maximising sponsorship revenue,sustainability is a meaningful differentiator.Resultantly,many clubs have recently taken on environmentally focused partnerships.For Example,Tottenham Hotspur Football Club(ESG score 58/100)recently partnered with battery technology,electric vehicle

210、,solar,and critical power services company VivoPower,due to a shared vision to minimise harmful environmental impacts.Through this sponsorship,Tottenham were in turn able to engage a brand that would assist them in bringing awareness to their own sustainability objectives.VivoPower undertook a revie

211、w of Tottenham Hotspurs stadium and training centre to explore future net zero carbon solutions.By supplying 3 MW at the stadium,VivoPower guaranteed the venues power supply.Sustainable energy solutions proposed for the club included rooftop solar panels,battery storage and custom microgrid controls

212、.It is clear that sustainability-related sponsorship has become a key priority for many corporates and is an area of potential growth for sports brands.This includes both attracting sponsorships from large brands looking to associate with sustainably focused clubs,but also for clubs to partner with

213、sustainable brands.The full ranking,additional insights,charts,more information about the methodology,and definitions of key terms are available in the Brand Finance Football Sustainability Index 2023.Brand Finance Football 50 38Sponsorship.Hugo HensleyAssociate Director,Brand Finance What are the o

214、bjectives of sponsorship?The underlying objective of sponsorship is to create positive perceptions and behaviours among stakeholders in a more effective&efficient way than would be possible with normal marketing tools.Generally this is achieved by accessing a targeted audience and aligning with the

215、existing attributes of the rights-holder.Exactly how this functions varies considerably depending on the brand,industry,sport/category,rights-holder,and activations.Ultimately any partnership should deliver a return on investment,which is usually considered in terms of short-term sales boost and lon

216、g-term brand building benefits.The key difference for B2B brands vs B2C brands is that B2B brands tend to operate further down the brand funnel;more of the target market is likely aware of the competing players trying to solve a business problem,and the challenge is to improve consideration,usage an

217、d loyalty.This means that B2B partnerships should play a role in imparting the attributes of the rights-holders onto the brand whether these are prestige,heritage,innovation,community engagement or even perceptions on customer service.The effect of partnership activationsWhen measuring B2B partnersh

218、ips we need to remember that the focus is more slanted towards brand building,and delivering long-term benefits.B2C brands can more easily target consumers to directly influence immediate purchase decisions-for example Guinness partnership with the Six Nations Rugby tournament targets a recognised a

219、udience,whilst also providing the stout on tap at all stadiums and therefore having a direct effect on sales.Whereas Mastercards partnership with the UEFA Champions League is designed to enhance their brand image through aligning their brand with“the most prestigious competition in European football

220、”.This improvement to brand attributes will influence B2B decision makers consideration of the brand,ultimately leading to improved customer acquisition or retention.Mastercard Image Attributes:Football Fans vs Non-fans Brand Finance Plc 202350%40%30%20%10%0%Great customer serviceExcellent website&a

221、ppsGreat value for moneyEasy to deal with Non-Fans Fans28%45%29%45%19%30%21%30%Source:see reference page 43Brand Finance Football 50 39Sponsorship.Brand Finances 2023 Global Brand Equity Monitor study shows Mastercards near 30-year partnership with UEFA Champions League has had a positive impact on

222、their overall reputation.33%of football fans rating it a 10 for reputation,vs 27%of non-fans,but also only 10%of fans rating it a 5 or below compared to 20%among non-fans.Brand Finance found that consideration of the Mastercard brand had an uplift of 6%among football fans.This market research is not

223、 showing respondents who have reported being exposed to/engaged with the particular partnerships,but assumes exposure among followers of the sport in general;this gives a conservative view of the impact,but we can see that the partnerships are nonetheless delivering benefits to the brand.The next st

224、age of measuring effectiveness is to connect these brand benefits to financial advantages for the sponsors delivered through higher customer acquisition&retention,market share or price premiums.Brand Finance uses this methodology to calculate the financial return on investment for partners operating

225、 in any industry and engaging with rights-holders from a wide range of categories.Other Objectives for SponsorsSponsorship objectives should be defined by the business strategy for some B2B brands the focus is at the top of the funnel,on brand awareness.Recently,we have seen Saudi oil company Aramco

226、(looking to build a global brand)and software provider TeamViewer(targeting growth following increased relevance due to the rise in remote working)delve into the world of motorsports with their partnerships with F1 and Mercedes AMG Petronas,respectively.Consideration of Mastercard:Football Fans vs N

227、on-fans Brand Finance Plc 202383%89%90%85%80%Non-Fans FansMastercard x UEFA Champions League Partnership:Impact on Reputation Brand Finance Plc 20230%10%20%30%40%50%60%70%80%90%100%FansNon-Fans33%27%16%18%19%13%6%8%20%13%6%15%0-Extremely Poor 1 6 2 7 3 8 4 9 5 10-Extremely GoodSource:see reference p

228、age 43Source:see reference page 43Brand Finance Football 50 40In collaboration with Buro Happold-Which Future Will You Choose?Andy PottingerDirector Venue Design,Buro Happold Paul EddlestonAssociate Venue Design,Buro Happold How to make your vision visible in the next era of stadium development Club

229、 owners and executives,take note.You all have important decisions to make regarding your venue in the coming years,decisions that will have a significant impact on the reputation of your club in the future.Sport has had challenges in the past with commercial deals with the tobacco,alcohol and most r

230、ecently gambling industries so many clubs are actively and imaginatively positioning themselves as forces for good,some more successfully than others.We asked two experts from Buro Happold about howsh stadia can positively or negatively impact public perception of the clubs attitude to sustainabilit

231、y and the climate crisis.How can football clubs move away from negative perceptions and position themselves as a force for good?Paul:The obvious answer is by visibly choosing a sustainable future and helping others to achieve sustainable futures.With the significance of the climate crisis requiring

232、urgent changes to the way we live,the population are making more ethical and sustainable choices,especially the younger population-a generalisation,but sometimes generalisations are unavoidable.And many of those people are prepared to dive into the data,rather than just be fed information.As a resul

233、t,sponsors are opting to partner with clubs and venues who are challenging the status quo and leading the way.Likewise,investors.Yet,as time goes by,clubs will no longer be able to stand apart by simply talking about reducing their plastic use and increasing their vegan options,however commendable t

234、hat might be.Its already becoming less of a differentiator,so what is the next era?Andy:When comparing sustainability characteristics of venues for our Venue Performance Rating(as published in previous Football 50 annuals)we asked ourselves this question,Who is truly and demonstrably lifting themsel

235、ves above the crowd when it comes to sustainable venue design?In our view,the leadership space is still there to be grabbed,certainly among the larger clubs.By venue design,Im talking of the physical entity.Many clubs have upped their game regarding club and venue operations,and the various sustaina

236、bility leagues have shone a light on this,but new stadiums and stands are broadly similar to what would have been built 20 years ago.Brand Finance Insight:Only 1 in 9 global football fans see Europes big 5 leagues as a positive force for the environment.Attributes of Europes Big 5 Leagues,as rated b

237、y Football Fans in Europe,Brazil,China,USA Brand Finance Plc 20230 510152025303540World Class Clubs37%World Class Matchday Atmosphere26%Positive Impact on Community19%Sustainable&Positive for the Environment11%Brand Finance Football 50 41In collaboration with Buro Happold-Which Future Will You Choos

238、e?Many clubs that we speak to are developing their venues(new or adapted)with the UN Sustainable Development goals in mind,which is fantastic,but is there a chance to really stand apart and attract more sponsorship and investment than your rivals?Can you authentically make the world a better place a

239、nd grab the space as pioneers?Not in a greenwash sense,but literally pioneers,defined as one of the first to do something.Can you authentically make the world a better place and grab the space as pioneers?Carbon-neutral stadiums already exist,dont they?Paul:The media use of the term Carbon-neutralit

240、y usually refers to operations only.In recent years operators and designers have certainly addressed emissions strongly,focusing on building environment systems,energy strategies and waste strategies.And this is all positive,but the definition of net zero carbon now includes the carbon emissions gen

241、erated in construction(known as embodied carbon).Consider this:+40%of global emissions come from buildings and construction +8%of global emissions come from cement alone +11%of global emissions come from the steel and iron industry Andy:Operational carbon is a positive story;its dropping all the tim

242、e because of the decarbonisation of national power grids,especially across Europe.We would all like it to drop faster,but fossil fuels are on the way out so the energy consumption in the stadium,the energy used to get to the stadium,the energy used to make the products within the stadium,etc.is grad

243、ually creating less and less carbon emissions.So,by 2030 the embodied carbon of new stadiums and stands will be far,far more significant than the operational carbon that follows in-use.Yet embodied carbon hasnt been attacked to the same degree as operational carbon,so its hard to argue that any majo

244、r net-zero stadiums really exist yet.Brand Finance Football 50 42By 2030 embodied carbon will be far more significant than operational carbon its hard to argue that any major net-zero stadiums really exist yet.Does the football world really understand what embodied carbon is?Paul:Generally speaking,

245、no.The bombardment of media headlines about carbon-neutral stadiums and events is in danger of creating complacency.Put simply,there is only one route to net-zero construction-you create tonnes of carbon emissions during construction and then you pay for that by offsets or the export of renewable en

246、ergy.So,in some ways its like someone paying a fine.Theyve done something bad and then they compensate.Theyve paid the price,but no-one is going to consider them a hero are they.And in the years to come this will all become far more visible to the public.There is only one route to net-zero construct

247、ion-you create tonnes of carbon emissions during construction and then you pay for that by offsets or the export of renewable energy.Andy:Exactly,so the opportunity here is to hugely reduce the carbon emissions during construction,and to be recognised for doing so.The public can then see the serious

248、ness with which you are treating the climate crisis AND you dont need to pay as much in offsets.The crisis we are in requires so much more,and the opportunity to be in the forward line of changing the world will offer commercial benefits as sponsors and partners look to associate themselves with tho

249、se that visibly share their values.The opportunity to be in the forward line of changing the world will offer commercial benefits as sponsors and partners look to associate themselves with those that visibly share their values In collaboration with Buro Happold-Which Future Will You Choose?Brand Fin

250、ance Football 50 43So,how can a club be in the forward line?Paul:Put yourselves in the position of a fan,sponsor,investor approaching a stadium.What would influence their perception of low embodied carbon?Certainly,a sensitive refurbishment of a tired but loved venue would score highly.So would timb

251、er and lightweight design.So would a design which facilitates renewable energy generation.So would integration with nature.Its hard to think of many major stadiums in Europe that create this perception.Is it still ok to knock down an existing stand or stadium?Andy:Can we refurbish?certainly needs to

252、 be considered more substantially than it has been.The world is blessed with engineers and architects that can overcome all but the largest obstacles.The Climate Pledge Arena in Seattle has rightfully gained credit for the re-use of its existing roof;the refurbishments of Camp Nou and Santiago Berne

253、beu are ongoing.To take a non-venue example,our practice recently played a leading role in the refurbishment of Battersea Power Station in London.There were hundreds of problems with refurbishment,hundreds of reasons for building somewhere else,but these problems and reasons to do otherwise were all

254、 overcome,and the result is something that opened its doors with instant history and instant iconicity.The likes of Old Trafford and the San Siro could be re-imagined using the same structural fabric incredibly challenging-yes,impossible-no.The result would be something that would give the sustainab

255、ility reputations of those clubs Champions League status and lift them above their rivals.In collaboration with Buro Happold-Which Future Will You Choose?Brand Finance Insight:Only 2 stadiums in the top 10 rated by fans are new since 2010,with many of the top rated having long histories of renovatio

256、n and rebuilding since being originally opened.Fans agreeing that The club has a great stadium Brand Finance Plc 202360504030201001910(2006)1947(2023)1957(2026)1935(2014)1926(2016)1884(2021)20191933(2015)1953(1990)201156%54%50%50%49%48%45%44%44%42%Old TraffordManchester UnitedSantiago BernabeuReal M

257、adridCamp NouBarcelonaStade VlodromeMarseilleAnfieldLiverpoolStadio Olimpico RomaSan SiroMilan/InterStade Bollaert-DelelisLensTottenham Hotspur StadiumTottenham HotspurAllianz StadiumJuventus The club has a great stadium Stadium opened(Last rennovated)Brand Finance Football 50 44Can we refurbish?cer

258、tainly needs to be considered more substantially than it has been If you feel you have no choice but to build a new stand or stadium,what can you do?Andy:Use as little new material as you can and create a design that touches the ground lightly.Forget basements.Consider timber stands and roofs,the fi

259、re concerns of the past can be addressed now.Champion new material technology for example,the potential for net-zero carbon concrete and green steel is there,but it needs a trailblazer.Plant-based composites are so exciting but need a shove to become mainstream.Building and consuming less is fundame

260、ntal,but technological breakthroughs are needed as well.Imagine the brand benefits of being the club who builds a stadium or stand that influences all those that come after it!Imagine the brand benefits of being the club who builds a stadium or stand that influences all those that come after it!Paul

261、:On top of what Andy has said,clubs should look to lead the way in broader aspects of sustainability.The global pandemic showed examples of opening stadiums for uses not previously considered.Unlocking the doors to the stadium on non-matchdays can offer significant social and economic benefit to the

262、 community and change the perception of club brand from for the wealthy to for the people.The Director of the stadium project for Real Betis recently stated This is not just your stadium,its your home.And it also has an impact on all lines of business,on our audiences and on our commercial value.The

263、ir proposal to have 365 days a year activation as a non-negotiable is admirable and it will be interesting to see how this is achieved and what impacts result.In collaboration with Buro Happold-Which Future Will You Choose?Brand Finance Insight:Real Betis is one of the highest rated clubs for Social

264、 and Governance scores in the 2023 Football Sustainability Index.Fans agreeing that The club has a great stadium Brand Finance Plc 2023100908070605040302010086.0 Liverpool FC83.0 Real Betis79.0 Real madrid CF78.8 Undinese Calcio77.3 Stade de Remis Enviroment Social GovernanceBrand Finance Football 5

265、0 45How can a clubs owners and executives navigate all this?Andy:The design of stadia and arena over the past 20 years has been framed around the most easily measurable things.Things like construction cost,hospitality revenue,view quality and FIFA compliance.Aspects like the effect on fan experience

266、,brand and sponsor attraction are harder to predict accurately.But just because something is hard to predict,doesnt mean you shouldnt try to predict it.We feel strongly that there is another layer of sophistication,just as has happened in the world of player recruitment.And the approach shown below

267、is unashamedly influenced by xG,expected goals.A few years ago xG was a novelty,now its part and parcel of game analysis and complemented by alternatives such as expected threat.Its exactly the same principle,predicting something that is hard to predict.In collaboration with Buro Happold-Which Futur

268、e Will You Choose?xVPxCoxCaxRExpected Venue Performance(Reported as a score out of 100)Expected Carbon(Reported as a CO2 equivalent)Expected Cost(Reported as currency)Expected Revenue(Reported as currency)CapitalExpenditureOperationalExpenditureOperationalCarbonEmbodiedCarbonDirectRevenueIndirectRev

269、enueThe following graphic considers two club journeys.One adopts a vision of being a force for good and designs with an aspiration to make this vision visible.The other makes entirely understandable decisions,but those based on short term gains and what can most easily be measured.Brand Finance Foot

270、ball 50 46CLUBARetains stadium and enhances,seeing value in the history of the site.Considers the carbon held in the existing infrastructure(floors,beams,columns,foundations)as re-usable.If new is genuinely needed,redevelops a town centre brownfield site rather than green space,catalysing regenerati

271、on of a struggling area.Bases design on sweating the asset.Provides co-working space,and space for healthcare and educational use.Enables non-matchday use through modular staging that can be stored beneath a stand.Encourages one stand adjacent to a park to be designed as part of the hillside.New orr

272、etainDesignchoicesMaterialsTransportEnergyOperationsCommunityengagementDecision makingphilosophyNonMatchdayThe stadium is open for all on non-matchday.Modular staging allows community/schools to play in the stadium whilst protecting the pitch.Significant concession area is double facing(i.e.,shop fr

273、onts on outer faade),with local businesses offered competitive rates to operate outside matchdays.Conducts a series of consultations to understand the wider needs of the local and wider population.Uses parts of the Xg-style prediction philosophy to objectively report back to the community on the ach

274、ievement of published goals.Puts stringent requirements in the brief for material usage and sourcing.Champions a new technology that opens the door for genuinely low carbon construction.Champions the use of timber and plant-based composites.Develops a ticketing scheme which offers significant reduct

275、ion on matchday cost(ticketing/merchandise/F&B)with co-ordinated green transport.E.g.,50%saving for proof of travel by local rail network or stadium specific park and ride scheme.Consults with local energy authorities and develops a new green energy hub for which on non-matchday(peak demand)can supp

276、ort the local infrastructure.Adopts an Xg-style prediction system to compare the multitude of decisions.The Brand X Park Corner Stand developed into the natural parkland adjacent to the stadium,promoting biodiversity and supporting local ecology.The Brand Z Old Kop End Refurbished stand,retaining mu

277、ch of the existing infrastructure.New pioneering design roof with sustainably sourced and carbon efficient materials.The Brand Y Community Stand New stand developed with community at the heart.Retail opportunities for local businesses.Storage at ground level for pitch staging system to allow use of

278、pitch space.Actively engages with local business to provide food and beverage options as street food market style in GA areas.Signs long term deal with national supplier.Result in 5 Years:Club A has an entirely refreshed stadiumThe club is perceived as outward facing,sustainability pioneers and comm

279、unity championsThe world has continued to change,the clubattract partners who associate with ethical andsustainable choicesResult in 5 Years:Club B has a new state of the art stadiumThe club is perceived as forgetting their pastand developing purely for direct revenueThe world has continued to chang

280、e,the clubis becoming unattractive to sponsors andinvestorsResult in 10 Years:The younger population have started families and theirchildren have an even stronger preference for ethicaland sustainable choices;enhanced by climate impactsbecoming ever more visible Club As fan base grows locally and gl

281、obally,because theyare seen as a force for good Commercial partners previously unknown to Club A arejumping at the chance to associate with the clubResult in 10 Years:Players increasingly speak out about sustainability and fans increasingly call out where this is hypocritical Club B struggle to sign

282、 key players as they opt for Club A,even though Club B used to have a larger fanbase A substantial proportion of the sponsor and investor market sees Club B as unattractive and,in somecases,toxic5510In collaboration with Buro Happold-Which Future Will You Choose?Brand Finance Football 50 47CLUBACLUB

283、BDemolishes the existing venue,sells site to developer,and moves out of town.Uses logistical challenges as excuses to demolish.New orretainDesignchoicesMaterialsTransportEnergyOperationsCommunityengagementDecision makingphilosophyNonMatchdayPrioritises fast return on investment through high end offe

284、rings.Designs significant proportion of the floor space and seating for hospitality,with little flexibility for alternative uses.Focus only on business conferences and high-profile music events which provide direct commercial benefits.Markets their new stadium as having best-in-class facilities and

285、opts to sell the new facility to the community as opposed to listening.Uses precedents of existing modern stadia to develop a brief which requires complex infrastructure and significant material usage.Bases all decisions on capital cost and direct revenue.Introduces underground car park which frees

286、up space above but generates huge carbon emissions in construction.The Brand B Diamond Stand A modern stand developed with traditional materials.The Brand A First Class Stand Stand developed with hospitality at the forefront and to attract key stadium deal.Limited general admission tickets.The Brand

287、 C Experience StandA duplication of the Diamond Stand with additional revenue earning experiences.Chooses the lowest cost option,using the existing infrastructure and considers only the facility within their site boundary.Signs long term deal with national supplier.Result in 5 Years:Club A has an en

288、tirely refreshed stadiumThe club is perceived as outward facing,sustainability pioneers and community championsThe world has continued to change,the clubattract partners who associate with ethical andsustainable choicesResult in 5 Years:Club B has a new state of the art stadiumThe club is perceived

289、as forgetting their pastand developing purely for direct revenueThe world has continued to change,the clubis becoming unattractive to sponsors andinvestorsResult in 10 Years:The younger population have started families and theirchildren have an even stronger preference for ethicaland sustainable cho

290、ices;enhanced by climate impactsbecoming ever more visible Club As fan base grows locally and globally,because theyare seen as a force for good Commercial partners previously unknown to Club A arejumping at the chance to associate with the clubResult in 10 Years:Players increasingly speak out about

291、sustainability and fans increasingly call out where this is hypocritical Club B struggle to sign key players as they opt for Club A,even though Club B used to have a larger fanbase A substantial proportion of the sponsor and investor market sees Club B as unattractive and,in somecases,toxic551010In

292、collaboration with Buro Happold-Which Future Will You Choose?Brand Finance Football 50 48Which Club would you rather be?Which future will you choose?Please get in touch and we would be more than happy to help you navigate the road(or rail,or path)ahead successfully.The opportunity is there.Its not a

293、n easy opportunity,not an open goal or a tap-in,but Buro Happold and Brand Finance are on hand for the De Bruyne or Griezmann assist.In collaboration with Buro Happold-Which Future Will You Choose?Contacts.For business enquiries,please contact:Paul EddlestonAssociate Venue Design,Buro HAndy Pottinge

294、rDirector Venue Design,Buro HHugo HensleyHead of Sports Services,Brand F Robert HaighSustainability Director,Brand F For all other enquiries,please contact:+44(0)207 389 9400For more information,please visit our website: Brand Finance Football 50 49Brand Value Ranking(EURm).Top 50 most valuable foot

295、ball clubsEURm2023 Rank2022 RankBrandCountry2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating122Manchester City FCUnited Kingdom 1,506+13.5%1,327AAAAAA211Real Madrid CFSpain 1,458-4.4%1,525AAA+AAA+330FC BarcelonaSpain 1,374+3.7%1,325AAA+AAA+452Manchester United FCU

296、nited Kingdom 1,361+8.9%1,250AAA+AAA+541Liverpool FCUnited Kingdom 1,360+6.9%1,272AAA+AAA+672Paris Saint-GermainFrance 1,132+10.2%1,027AAA-AAA-761FC Bayern MunichGermany 1,099-0.9%1,109AAAAAA8102Arsenal FCUnited Kingdom 906+14.3%793AAAAAA981Tottenham Hotspur FCUnited Kingdom 897+2.8%873AAA-AAA-1091C

297、helsea FCUnited Kingdom 861+0.7%855AAA-AAA11110Juventus FCItaly 631-10.5%705AAA-AAA12120Club Atletico de MadridSpain 550-5.1%579AAA-AAA-13130Borussia DortmundGermany 542+4.7%518AAA-AAA-14140FC Internazionale MilanoItaly 509+2.9%495AAA-AAA-15172AC MilanItaly 358+33.2%269AAA-AA+16151West Ham United FC

298、United Kingdom 308+4.7%294AAAA17232Newcastle United FCUnited Kingdom 250+30.6%191AAAA-18272SSC NapoliItaly 240+31.5%182AAAA-19181RasenBallsport LeipzigGermany 222-8.8%244AA-AA-20262Aston Villa FCUnited Kingdom 214+16.7%183AA-AA-21292AS RomaItaly 204+13.1%181AAAA22220Eintracht FrankfurtGermany 202+5.

299、7%191AA-AA23191Everton FCUnited Kingdom 198-3.4%205AA-AA-24240Bayer 04 LeverkusenGermany 194+2.8%189A+A+25302Sevilla FCSpain 189+6.1%178AA-AA26322Brighton&Hove Albion FCUnited Kingdom 182+8.5%168AA-A+27161Leicester CityUnited Kingdom 180-33.8%272AA-AA-28372Olympique De MarseilleFrance 173+19.0%145AA

300、AA29362Crystal PalaceUnited Kingdom 167+9.8%152A+A+30281AFC AjaxNetherlands 165-9.3%182AAAA31352Olympique LyonnaisFrance 160+4.1%154AA-AA-32201Wolverhampton Wanderers FCUnited Kingdom 160-21.5%203A+A+33251Leeds UnitedUnited Kingdom 154-16.8%186AA-AA-34432Real BetisSpain 153+31.0%117AA+AA+35331Boruss

301、ia MonchengladbachGermany 152-9.2%167AA-AA-36402Villarreal CFSpain 137+4.7%131A+A37-3Real SociedadSpain 134-AA-38311VfL WolfsburgGermany 123-27.2%170AA394521.FC KolnGermany 121+8.1%112A+A+40-3SC FreiburgGermany 120-A+-41482SL BenficaPortugal 118+17.1%101A+A+42442Celtic FCUnited Kingdom 114+0.9%113AA

302、+AA43-3BrentfordUnited Kingdom 113-A-44391Athletic de BilbaoSpain 113-14.5%132AAAA45-3SS Lazio SpAItaly 112-A+-46-31.FC Union BerlinGermany 108-A+-47341Valencia CFSpain 108-31.5%157AA-AA-48-3FC PortoPortugal 102-AA-49-3Fulham FCUnited Kingdom 100-A-50491FlamengoBrazil 98+2.0%96AA+AA+Brand Finance Fo

303、otball 50 50Brand Value Ranking(USDm).Top 50 most valuable football clubsUSDm2023 Rank2022 RankBrandCountry2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating122Manchester City FCUnited Kingdom$1,562+1.5%$1,539AAA AAA 211Real Madrid CFSpain$1,513-14.4%$1,768AAA+AAA+3

304、30FC BarcelonaSpain$1,425-7.2%$1,536AAA+AAA+452Manchester United FCUnited Kingdom$1,412-2.6%$1,450AAA+AAA+541Liverpool FCUnited Kingdom$1,411-4.4%$1,475AAA+AAA+672Paris Saint-GermainFrance$1,174-1.4%$1,191AAA-AAA-761FC Bayern MunichGermany$1,140-11.3%$1,286AAA AAA 8102Arsenal FCUnited Kingdom$940+2.

305、3%$919AAA AAA 981Tottenham Hotspur FCUnited Kingdom$931-8.0%$1,012AAA-AAA-1091Chelsea FCUnited Kingdom$893-9.9%$991AAA-AAA 11110Juventus FCItaly$655-19.9%$818AAA-AAA 12120Club Atletico de MadridSpain$570-15.1%$672AAA-AAA-13130Borussia DortmundGermany$562-6.3%$600AAA-AAA-14140FC Internazionale Milano

306、Italy$528-8.0%$574AAA-AAA-15172AC MilanItaly$371+19.1%$312AAA-AA+16151West Ham United FCUnited Kingdom$320-6.4%$341AA AA 17232Newcastle United FCUnited Kingdom$259+16.8%$222AA AA-18272SSC NapoliItaly$249+17.6%$212AA AA-19181RasenBallsport LeipzigGermany$231-18.4%$283AA-AA-20262Aston Villa FCUnited K

307、ingdom$222+4.4%$212AA-AA-21292AS RomaItaly$212+1.2%$209AA AA 22220Eintracht FrankfurtGermany$210-5.4%$222AA-AA 23191Everton FCUnited Kingdom$205-13.6%$237AA-AA-24240Bayer 04 LeverkusenGermany$202-8.0%$219A+A+25302Sevilla FCSpain$196-5.1%$207AA-AA 26322Brighton&Hove Albion FCUnited Kingdom$189-3.0%$1

308、95AA-A+27161Leicester CityUnited Kingdom$187-40.7%$315AA-AA-28372Olympique De MarseilleFrance$179+6.5%$168AA AA 29362Crystal PalaceUnited Kingdom$174-1.7%$177A+A+30281AFC AjaxNetherlands$172-18.9%$212AA AA 31352Olympique LyonnaisFrance$166-6.9%$178AA-AA-32201Wolverhampton Wanderers FCUnited Kingdom$

309、166-29.8%$236A+A+33251Leeds UnitedUnited Kingdom$160-25.6%$215AA-AA-34432Real BetisSpain$159+17.2%$136AA+AA+35331Borussia MonchengladbachGermany$157-18.8%$194AA-AA-36402Villarreal CFSpain$143-6.3%$152A+A 37-3Real SociedadSpain$139-AA-38311VfL WolfsburgGermany$128-34.9%$197A A 394521.FC KolnGermany$1

310、25-3.3%$129A+A+40-3SC FreiburgGermany$125-A+-41482SL BenficaPortugal$123+4.7%$117A+A+42442Celtic FCUnited Kingdom$118-9.7%$131AA+AA 43-3BrentfordUnited Kingdom$118-A-44391Athletic de BilbaoSpain$117-23.5%$153AA AA 45-3SS Lazio SpAItaly$116-A+-46-31.FC Union BerlinGermany$112-A+-47341Valencia CFSpain

311、$112-38.7%$182AA-AA-48-3FC PortoPortugal$105-AA-49-3Fulham FCUnited Kingdom$104-A-50491FlamengoBrazil$102-8.8%$111AA+AA+Brand Finance Football 50 51Brand Value Ranking(GBPm).Top 50 most valuable football clubsGBPm2023 Rank2022 RankBrandCountry2023 Brand ValueBrand Value Change2022 Brand Value2023 Br

312、and Rating2022 Brand Rating122Manchester City FCUnited Kingdom1,299+15.4%1,126AAA AAA 211Real Madrid CFSpain1,258-2.7%1,293AAA+AAA+330FC BarcelonaSpain1,185+5.5%1,124AAA+AAA+452Manchester United FCUnited Kingdom1,174+10.7%1,060AAA+AAA+541Liverpool FCUnited Kingdom1,173+8.8%1,079AAA+AAA+672Paris Sain

313、t-GermainFrance976+12.1%871AAA-AAA-761FC Bayern MunichGermany949+0.9%941AAA AAA 8102Arsenal FCUnited Kingdom782+16.3%672AAA AAA 981Tottenham Hotspur FCUnited Kingdom774+4.6%740AAA-AAA-1091Chelsea FCUnited Kingdom742+2.4%725AAA-AAA 11110Juventus FCItaly545-8.9%598AAA-AAA 12120Club Atltico de MadridSp

314、ain474-3.4%491AAA-AAA-13130Borussia DortmundGermany468+6.5%439AAA-AAA-14140FC Internazionale MilanoItaly439+4.7%420AAA-AAA-15172AC MilanItaly309+35.5%228AAA-AA+16151West Ham United FCUnited Kingdom266+6.5%250AA AA 17232Newcastle United FCUnited Kingdom216+32.9%162AA AA-18272SSC NapoliItaly207+33.7%1

315、55AA AA-19181RasenBallsport LeipzigGermany192-7.2%207AA-AA-20262Aston Villa FCUnited Kingdom184+18.7%155AA-AA-21292AS RomaItaly176+15.0%153AA AA 22220Eintracht FrankfurtGermany175+7.5%162AA-AA 23191Everton FCUnited Kingdom171-1.7%173AA-AA-24240Bayer 04 LeverkusenGermany168+4.6%160A+A+25302Sevilla FC

316、Spain163+7.9%151AA-AA 26322Brighton&Hove Albion FCUnited Kingdom157+10.4%143AA-A+27161Leicester CityUnited Kingdom155-32.6%230AA-AA-28372Olympique De MarseilleFrance149+21.1%123AA AA 29362Crystal PalaceUnited Kingdom144+11.8%129A+A+30281AFC AjaxNetherlands143-7.8%155AA AA 31352Olympique LyonnaisFran

317、ce138+5.9%130AA-AA-32201Wolverhampton Wanderers FCUnited Kingdom138-20.2%172A+A+33251Leeds UnitedUnited Kingdom133-15.4%157AA-AA-34432Real BetisSpain132+33.3%99AA+AA+35331Borussia MonchengladbachGermany131-7.6%142AA-AA-36402Villarreal CFSpain119+6.5%111A+A 37-3Real SociedadSpain115-AA-38311VfL Wolfs

318、burgGermany106-25.9%144A A 394521.FC KolnGermany104+10.0%95A+A+40-3SC FreiburgGermany104-A+-41482SL BenficaPortugal102+19.1%86A+A+42442Celtic FCUnited Kingdom98+2.7%96AA+AA 43-3BrentfordUnited Kingdom98-A-44391Athletic de BilbaoSpain97-13.0%112AA AA 45-3SS Lazio SpAItaly97-A+-46-31.FC Union BerlinGe

319、rmany93-A+-47341Valencia CFSpain93-30.3%133AA-AA-48-3FC PortoPortugal88-AA-49-3Fulham FCUnited Kingdom87-A-50491FlamengoBrazil844.0%81AA+AA+Brand Finance Football 50 52Brand Strength Index Ranking.Top 50 strongest football clubs2023 Rank2022 RankBrandCountry2023 Brand Strength Index(BSI)ScoreBrand S

320、trength Change2022 Brand Strength Index(BSI)Score2023 Brand Rating2022 Brand Rating110Real Madrid CFSpain94.8+0.894.0AAA+AAA+220Liverpool FCUnited Kingdom93.3+0.492.9AAA+AAA+330FC BarcelonaSpain92.6+0.592.1AAA+AAA+440Manchester United FCUnited Kingdom92.5+0.592.0AAA+AAA+560Manchester City FCUnited K

321、ingdom88.5+0.887.7AAAAAA651FC Bayern MunichGermany88.5-0.188.6AAAAAA782Arsenal FCUnited Kingdom88.2+2.385.9AAAAAA892Chelsea FCUnited Kingdom83.7-1.084.7AAA-AAA971Juventus FCItaly83.5-2.586.1AAA-AAA10100Tottenham Hotspur FCUnited Kingdom83.5+0.483.1AAA-AAA-11110Paris Saint-GermainFrance82.2-0.182.4AA

322、A-AAA-12120FC Internazionale MilanoItaly81.9+0.681.3AAA-AAA-13162AC MilanItaly81.2+4.177.2AAA-AA+14140Club Atletico de MadridSpain81.2+1.679.6AAA-AAA-15131Borussia DortmundGermany80.1+0.379.8AAA-AAA-16151FlamengoBrazil77.8-0.678.4AA+AA+17170Real BetisSpain76.7+1.175.6AA+AA+18180Celtic FCUnited Kingd

323、om74.9+0.574.4AA+AA19202Athletic de BilbaoSpain72.7+0.472.3AAAA20232AS RomaItaly72.0+0.971.0AAAA21210West Ham United FCUnited Kingdom71.5-0.271.7AAAA22262Newcastle United FCUnited Kingdom71.3+2.468.9AAAA-23221Olympique De MarseilleFrance71.3+0.271.1AAAA24282SSC NapoliItaly70.7+2.867.9AAAA-25241AFC A

324、jaxNetherlands69.6-0.670.2AAAA26191Sevilla FCSpain69.5-2.872.3AA-AA27312Aston Villa FCUnited Kingdom68.1+0.867.2AA-AA-28302RasenBallsport LeipzigGermany67.6+0.167.5AA-AA-29271Leeds UnitedUnited Kingdom67.3-1.268.5AA-AA-30-3Real SociedadSpain67.3-AA-31-3FC PortoPortugal66.9-AA-32251Eintracht Frankfur

325、tGermany66.5-3.069.6AA-AA33321Borussia MonchengladbachGermany66.4-0.366.7AA-AA-34331Everton FCUnited Kingdom66.2-0.566.6AA-AA-35341Leicester CityUnited Kingdom65.6-0.766.3AA-AA-36291Valencia CFSpain65.4-2.267.6AA-AA-37422Brighton&Hove Albion FCUnited Kingdom64.8+3.161.7AA-A+38351Olympique LyonnaisFr

326、ance64.7-1.365.9AA-AA-39381SL BenficaPortugal63.8+0.663.2A+A+40462Villarreal CFSpain62.8+3.759.1A+A41371Crystal PalaceUnited Kingdom62.8-0.763.5A+A+424011.FC KolnGermany62.7+0.162.6A+A+43-3SS Lazio SpAItaly62.0-A+-44391Wolverhampton Wanderers FCUnited Kingdom61.8-1.062.8A+A+45411Bayer 04 LeverkusenG

327、ermany61.4-0.862.2A+A+46-3SC FreiburgGermany61.3-A+-47-31.FC Union BerlinGermany61.3-A+-48451VfL WolfsburgGermany59.3+0.259.1AA49-3BrentfordUnited Kingdom58.7-A-50-3Fulham FCUnited Kingdom58.4-A-Brand Finance Football 50 53Brand Enterprise Value Ranking.Top 50 most valuable football enterprisesEURm2

328、023 Rank2022 RankBrandLeague2023 Brand Enterprise ValueEnterprise Value Change2022 Brand Enterprise Value110Manchester City FCPremier League 4,143+20.4%3,442232Real Madrid CFLa Liga 4,427+23.2%3,593352FC BarcelonaLa Liga 3,698+21.9%3,032462Manchester United FCPremier League 4,590+33.9%3,428521Liverp

329、ool FCPremier League 4,662+29.8%3,592641Paris Saint-GermainLigue 1 4,510+34.0%3,365770FC Bayern MunichBundesliga 5,156+8.9%4,736880Arsenal FCPremier League 2,578+47.6%1,7469102Tottenham Hotspur FCPremier League 2,232+31.1%1,70310112Chelsea FCPremier League 3,259+22.5%2,6601191Juventus FCSerie A 2,13

330、4-7.0%2,29412132Club Atletico de MadridLa Liga 1,378+12.6%1,22413162Borussia DortmundBundesliga 1,420+0.0%1,42014121FC Internazionale MilanoSerie A 1,746+25.7%1,39015141AC MilanSerie A 1,611+98.5%81116182West Ham United FCPremier League 1,023+45.8%70217151Newcastle United FCPremier League 725+55.0%4

331、6818222SSC NapoliSerie A 824+58.4%52019272RasenBallsport LeipzigBundesliga 485-4.6%50920171Aston Villa FCPremier League 727+5.4%69021210AS RomaSerie A 384-11.5%43422232Eintracht FrankfurtBundesliga 419-3.8%43523191Everton FCPremier League 784+4.5%75024312Bayer 04 LeverkusenBundesliga 510+7.9%4732541

332、2Sevilla FCLa Liga 739+22.1%60526322Brighton&Hove Albion FCPremier League 503+23.7%40727392Leicester CityPremier League 891+4.4%85328241Olympique De MarseilleLigue 1 458+139.8%19129302Crystal PalacePremier League 602+38.1%43630352AFC AjaxEriedivisie 219-18.9%27031281Olympique LyonnaisLigue 1 436+18.

333、8%36732492Wolverhampton Wanderers FCPremier League 516-12.2%58833482Leeds UnitedPremier League 838+32.8%63134251Real BetisLa Liga 586+65.2%35535362Borussia MonchengladbachBundesliga 443-22.9%57536331Villarreal CFLa Liga 612+78.1%34437382Real SociedadLa Liga 374-38-3VfL WolfsburgBundesliga 390-30.9%564394221.FC KolnBundesliga 327+12.5%29140-3SC FreiburgBundesliga 335-41261SL BenficaLiga Portuguesa