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1、july 2024football 50 2024the annual report on the most valuable and strongest football club brandsBrand Finance Football 50 2 2024 All rights reserved.Brand Finance Plc.ContentsAbout Brand Finance 3Foreword 4David Haigh,Chairman&CEO,Brand Finance2024 Summary 6Brand Value&Brand Strength Analysis 8Reg

2、ional Analysis 18Sponsorship 37Brand Spotlights 42Al Ain FC 43Interview with Rashed Abdulla,CEOBuilding a start-up to transform reputation and financial risk management in sports 47Interview with Joel Attwal,Co-Founder and CEOBrand Value Ranking(EURm)50Brand Value Ranking(USDm)51Brand Value Ranking(

3、GBPm)52Brand Strength Index Ranking 53Club Enterprise Value 54Methodology 58Sport Services 66Our teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.Unique combination of expertiseBrand Finance,a char

4、tered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,is the first brand valuation consultancy to join the International Valuation Standards Council.Our experts crafted standards(ISO 10668 and ISO 20671)and our methodology,certified by Austrian Standards,is

5、officially approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.Quantifying the financial value of b

6、randsBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.Bridging the gap between Marketing and FinanceAbout Brand FinanceThe worlds l

7、eading brand valuation consultancyFor business enquiries,please contact:Richard HaighManaging DFor sports enquiries,please contact:Hugo HensleyHead of Sports SFor media enquiries,please contact:Penny ErrickerGlobal Press EFor all other enquiries:+44 207 389 ForewordBrand Finance Football 50 4David H

8、aigh Chairman&CEO,Brand FinanceWhat 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 made in the design,launch,and ongoing promotion of brands.Given

9、 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 should be the next step,but is often sporadic.Where it does take

10、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 significance of their brands to the business.Sceptical finance te

11、ams,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 accountability.The end result can be a slow but steady downward spi

12、ral 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 identity,to tax and accounting.We understand the importance of

13、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 marketing and finance teams.Marketers then have the ability to c

14、ommunicate 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 intending to license a brand,how can you know you are getting

15、 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 and branded business valuations to help answer these questions.

16、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 puts their caliber into perspective.Many of these top clubs ear

17、n 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 and the rise of new opportunities across the industry,the nec

18、essity 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 look forward to continuing the conversation with you in the

19、Gain InsightLeverage strategic insights to enhance your brands financial standing.Strategise effectively to position your brand as a market leader.Strategic GuidanceBenchmark your brand against industry standards for a competitive edge in the corporate landscape.Benchmark Your PerformanceEmpower you

20、r marketing team with comprehensive knowledge about your brands financial value.Empower Your Marketing TeamOptimise communication channels by understanding and articulating your brands financial significance.Enhance CommunicationDeepen your financial acumen and make well-informed decisions for corpo

21、rate success.Deepen UnderstandingRequest your own Brand Value ReportBrand Finances Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to determine your brands value,as well as brand equity research.Each report includes expert recommendations for gr

22、owing brand value,driving performance,and gaining insights into your position against peers.2024 SummaryReal Madrid reclaims title of worlds most valuable and strongest football club brand +Real Madrid knocks Manchester City FC off the top spot to reclaim its position as worlds most valuable footbal

23、l club brand+Manchester City FC drops down to 2nd place despite strong growth in brand value and strength+FC Barcelona retains 3rd place in the ranking despite ongoing financial difficulties+Manchester United FC and Liverpool FC retain 4th and 5th positions in the ranking+Paris Saint Germain FC(PSG)

24、increases brand value and strength,despite losing star players+German clubs see promising brand value growthBrand Finance Football 50 82024 SummaryReal Madrid knocks Manchester City FC off the top spot to reclaim its position as worlds most valuable football club brandReal Madrid is once again the w

25、orlds most valuable football club brand,surpassing 2023s winner Manchester City FC.With its brand value up 16%to EUR1.7 billion,Real Madrids return to the top is driven by record revenue growth,resulting from continued accomplishments both on and off the pitch.With a brand strength index(BSI)score o

26、f 96.3/100,and equivalent AAA+rating,Real Madrid also remains the worlds strongest football brand.This exceptional score also makes it one of the strongest brands in the world,even stronger than brands such as Google,Coca-Cola,Ferrari,and Rolex,according to Brand Finance.Real Madrids status as one o

27、f the worlds most recognisable and prestigious football clubs is underscored by its perfect scores across several metrics,including squad investment,stadia,and sponsorships.Real Madrid also noted an exceptional score for its star players,underpinned by strategic investments such as global superstar

28、Kylian Mbapp-widely considered one of the worlds best players-and young talent Jude Bellingham.These high-profile transfers have the potential to significantly boost the clubs revenue by driving matchday and merchandise sales,while enhancing global visibility and fan engagement through social media.

29、Real Madrid is currently the worlds most followed football club on Instagram,and Mbapp is among the most followed athletes in the world.Real Madrid also achieves a perfect score for its great stadium.The reopening of the Santiago Bernabu stadium,following a EUR1.7 billion renovation,has bolstered ga

30、me attendance and matchday revenue.Continuous on-pitch accomplishments including winning their 36th La Liga title and 15th Champions League final,have firmly established the Spanish powerhouse as a dominant force in European football,and solidified their elite reputation,according to Brand Finances

31、research.Brand Finance Football 50 9Top 10 Most Valuable Football Brands 2024 Brand Finance Plc.20242024 Summary41531098726+16%+7%+12%+3%+1%+10%-3%-3%210002100EUR1.7 bnEUR1.6 bnEUR1.5 bnEUR1.4 bnEUR1.4 bnEUR1.0 bnEUR0.9 bnEUR0.8 bn0 +12%EUR1.2 bn +7%EUR1.2 bn Real Madrids return to the top of the ra

32、nking highlights a simple conclusion;this club is truly the best in the business.In addition to its exceptional on-pitch success,the clubs commercial activities have consistently driven significant revenues and reinforced its global brand influence.As such,Real Madrid has also cemented its position

33、as the worlds strongest football brand.Noting top scores for attributes including its enormous fanbase,rich heritage,and star-studded squad,global sporting fans and sponsors alike cannot deny the immense financial power that this club continues to command.Hugo HensleyValuation Director,Brand Finance

34、Brand Finance Football 50 10Top 10 Strongest Football Brands 2024 Brand Finance Plc.2024Manchester City FC drops down to 2nd place despite strong growth in brand value and strengthBehind Real Madrid,Manchester City FC(brand value up 7%to EUR1.6 billion)is the second-most valuable football club brand

35、,having recorded slightly slower growth in its brand value.Nonetheless,the club has celebrated record revenues driven by consistent on-pitch success.In late 2023,Manchester City achieved a historic milestone by becoming the first English club to simultaneously hold the Premier League,FA Cup,UEFA Cha

36、mpions League,UEFA Super Cup,and FIFA Club World Cup titles.These accolades have led to substantial increases in commercial and matchday revenue,further bolstering the clubs financial power.Manchester Citys BSI score has also improved considerably to 92.8/100,earning an AAA+rating,the highest rating

37、 awarded by Brand Finance.According to Brand Finances research,the club achieves perfect scores for its ambition,and for playing exciting and entertaining football.41531098726+1.5+0.4+4.3+0.1-0.9+4.0+2.7+0.800211002296.393.792.892.791.686.284.684.51 +1.990.3 +1.589.7 2024 SummaryBrand Finance Footba

38、ll 50 11Star players such as Erling Haaland and Phil Foden have significantly boosted the clubs on-field effectiveness and marketability,underscoring Citys status as one of the worlds most formidable teams.Manchester City also notes a perfect score for being well run and managed off the pitch,bolste

39、red by Pep Guardiolas distinctive leadership style.Guardiola is widely recognised for establishing a strong identity at Manchester City through a philosophy focused on a collective vision and goal.His innovative tactics and focus on player development are widely credited with transforming the club i

40、nto a dominant force in international football.To capitalise on this success and expand their global fanbase,Manchester City FC will embark on a Champions 4-In-A-Row Trophy Tour in partnership with official club partner Etihad Airways.The tour follows last years Treble Trophy Tour,which visited 21 c

41、ountries.These initiatives aim to create authentic and engaging experiences for the clubs global fanbase,bolstering fan engagement while also driving commercial opportunities and revenue growth.2024 2023100959085807570Real Madrid CFLiverpool FCManchester City FCFC BarcelonaManchester United FCFC Bay

42、ern MunichArsenal FCParis Saint-GermainChelsea FCTottenham Hotspur FC9088908896959493939392938682848482839389Top 10 Brand Value BSI Comparison Brand Finance Plc.20242024 SummaryBrand Finance Football 50 12FC Barcelona retains 3rd place in the ranking despite ongoing financial difficultiesFC Barcelon

43、a has maintained its position as the 3rd most valuable football brand,with a 12%increase in brand value to EUR1.5 billion,despite facing significant financial challenges.Notably a restricted salary cap of EUR204 million,significantly lower than Real Madrids at EUR727 million.This cap severely restri

44、cts Barcelonas ability to sign and retain top players for the upcoming 2024/25 season,potentially affecting their on-field performance,competitiveness,and appeal to sponsors.That said,FC Barcelonas youth academy La Masia has been instrumental in maintaining the clubs stability amid financial challen

45、ges.By producing a new generation of players who can compete for trophies,La Masia has reduced the clubs spending on expensive transfers.Top 10 Teams Brand Value Over 2014-2024 Brand Finance Plc.2024 Real Madrid CF FC Bayern Munich Manchester City FC Paris Saint-Germain FC Barcelona Arsenal FC Manch

46、ester United FC Tottenham Hotspur FC Liverpool FC Chelsea FC180012006001600100040014008002000201420152016201720182019202020212022202320242024 SummaryBrand Finance Football 50 13The emergence of young talents such as Lamine Yamal,Pau Cubarsi,and Fermin Lopez have also bolstered FC Barcelonas on-pitch

47、 performance.This is further evidenced by the clubs perfect score for its star players,according to Brand Finance research.As such,FC Barcelona has noted a slight increase in its BSI score to 92.7/100,exemplifying its ability to maintain a strong brand despite financial challenges.The clubs rich his

48、tory,passionate global fanbase,and recent on-field successes(including winning La Liga in 2022-23)have reinforced the clubs positive perceptions and global appeal.Barcelona also noted perfect scores for its great stadium and matchday experience,even as the club temporarily play at Estadi Olmpic Lus

49、Companys during renovations of its home stadium,Camp Nou.The renovation project,which will boost stadium capacity,is hoped to elevate the matchday experience for fans and maximise revenue streams through increased ticket sales,hospitality offerings,and year-round commercial activities.Barcelonas com

50、mercial strength is further supported by its high-profile partnerships,notably its ongoing collaboration with Spotify as the main shirt and stadium sponsor.Brand Value in the Top 50 by Country 2024 Brand Finance Plc.2024CountryBrand Value (EUR m)%of totalNumber of Brands England9,079 43.4%17Spain4,3

51、14 20.6%8Germany3,456 16.5%11Italy1,931 9.2%6France1,541 7.4%3Other593 2.8%5Total20,914100%50Total20.9bn2024 SummaryBrand Finance Football 50 14 These partnerships underscore the brands ability to attract major sponsors,and how the brand is a key asset in sustaining revenue growth in the face of sig

52、nificant financial challenges.Manchester United FC and Liverpool FC retain 4th and 5th positions in the rankingManchester United FC has retained its position as the 4th most valuable club brand with a 3%increase in brand value,now standing at EUR1.4 billion.This increase in brand value comes despite

53、 ongoing fan discontent regarding the teams poor performance,with disappointing results in both the Premier League and in European competitions.Off the pitch,frustrations have grown over the clubs controversial ownership and prolonged takeover saga,heightening fan uncertainty over the clubs future.D

54、espite a slight drop in its BSI score to 91.6/100,the club continues to excel in key metrics of Brand Finances research,achieving perfect scores for reputation,squad investment,and passionate fan base.Top 10 Most Valuable Brands by League(EUR)Brand Finance Plc.2024Premier League-80.48,070La Liga-70.

55、94,457Bundesliga-68.73,353Serie A-66.52,196Ligue 1-60.01,8329,0006,0003,0008,0005,0002,0007,0004,0001,0000Top 10 Average BSI2024 SummaryBrand Finance Football 50 15The clubs rich heritage and history continue to be major assets,contributing to its enduring appeal to both fans and sponsors.While expe

56、riencing a dip in broadcasting revenue due to missing out on the Champions League,the Red Devils FA cup win against Manchester City this year is likely to strengthen its global profile and commercial appeal.As well as being the 5th most valuable football club brand,Liverpool FC(brand value up 1.5%to

57、 EUR1.4 billion)is also the worlds 2nd strongest football club.The clubs BSI score has risen to 93.7/100,with an AAA+rating.The Reds command perfect scores across various metrics,including its passionate fans,rich heritage,and great stadium.Anfield,the iconic home of Liverpool FC,is globally renowne

58、d for its rich history,and embodies the tradition that defines Liverpools football heritage.Top footballing clubs have historically attracted major partners because they bring brand attributes such as prestige,heritage,innovation,and success to partner brands,but sustainability credentials in terms

59、of environment,community and governance are increasingly important.In 2023,Liverpool FC ranked first in Brand Finances 2023 Football Sustainability Index,which has further enhanced the clubs overall reputation and positive perception amongst fans.Paris Saint Germain FC(PSG)increases brand value and

60、strength,despite losing star playersThe French powerhouse has dropped one position overall to rank in 7th despite a 7%increase in brand value to EUR1.2 billion.2024 SummaryNotably,the departure of global superstars Messi,Neymar,and Mbapp is expected to impact the clubs commercial outlook,potentially

61、 leading to reduced merchandise sales,decreased sponsorship values,and a possible decline in international fan engagement.That said,PSGs strong on-field performance continues to drive its global reputation.This is underscored by an increase in the clubs BSI score to 86.2/100,subsequently moving up t

62、hree positions in the brand strength ranking to eighth.The club maintained its dominance in Ligue 1,clinching their third consecutive league title and 12th overall,along with victories in the Coupe de France and Trophe des Champions.PSG also commands strong perceptions for its passionate fanbase,and

63、 for its iconic sponsors.Global partnerships with brand powerhouses Nike,Qatar Airways,Visit Qatar,and QNB have significantly bolstered the clubs revenue.Notably,PSG is owned by Qatari Sports Investments,and three of the clubs sponsors are Qatari state-owned brands.This exemplifies how owners use cl

64、ubs to create branding opportunities for their businesses or related entities.The ownership of PSG by Qatari Sports Investments is part of Qatars broader strategy to enhance its national brand,which also includes hosting the 2022 FIFA World Cup.This isnt a new practice,with other clubs undertaking s

65、imilar initiatives in the past,such as Leicester and King Power or Newcastle and Sports Direct.Brand Finance Football 50 16Brand Value Change 2023-2024(%)Brand Finance Plc.2024-32%72%-28%40%-27%22%-22%21%-17%17%-15%16%-14%15%-14%12%-13%12%-13%12%German club Bayer 04 Leverkusen sees the biggest brand

66、 value growthGerman football club Bayer 04 Leverkusen has seen the biggest brand value increase of all club brands in the table,up 72%to EUR333.6 million,as well as a significant 9-point increase in its brand strength index score to 70.5/100.The club achieved a historic milestone in 2024 by winning

67、their first ever Bundesliga title,as well as the German Cup.They became the first German team to accomplish an unbeaten season,setting a European record with 51 consecutive unbeaten games.2024 SummaryThese accomplishments have significantly contributed to the clubs brand image and perceptions,unders

68、cored by its strong scores for having passionate fans,being ambitious,and playing exciting and entertaining football.The club also notes a high score for being well managed,owing to the leadership of former footballer Xabi Alonso,whose first full season in management has been hailed as one of the mo

69、st impressive in European club football history.The club will play in the Champions League next year,further boosting exposure and revenues,and helping to cement a legendary period in the clubs history.Brand Finance Football 50 17Brand Value by League Brand Finance Plc.2024Real Madrid CFArsenal FCAC

70、 MilanBorussia MnchengladbachReal BetisManchester City FCTottenham Hotspur FCBayer 04 LeverkusenOlympique De MarseilleSL BenficaFC BarcelonaChelsea FCSSC NapoliLeicester CityAtalantaRasenBallsport LeipzigBrighton&Hove Albion FC1.FC Union BerlinFC Bayern MunichClub Atltico de MadridEverton FCFulham F

71、CNottingham ForestAston Villa FCSevilla FCPSV EindhovenParis Saint-GermainFC Internazionale MilanoAFC AjaxCeltic FCVillarreal CFEintracht FrankfurtSC FreiburgBrentfordManchester United FCBorussia DortmundAS RomaAthletic de BilbaoFC PortoNewcastle United FCCrystal PalaceSV Werder BremenLiverpool FCJu

72、ventus FCOlympique LyonnaisVfL WolfsburgValencia CFWest Ham United FCWolverhampton Wanderers FC1899 Hoffenheim0200400600800100012001400160018002024 Summary Premier League LALIGA Ligue 1 Bundesliga Serie A OtherRegional AnalysisBrand Finance Football 50 19Regional AnalysisEduardo Chaves Managing Dire

73、ctor,Brand Finance BrazilBrazilThe past season of Brazils Srie A has been a rollercoaster of financial fortunes and brand evolutions,reflecting the dynamic nature of Brazilian football.From record-breaking sponsorship deals to financial crises,the season has seen its fair share of ups and downs for

74、various clubs.Flamengo secured one of the largest sponsorship deals in Brazilian football history with betting company,Pixbet.However,this was still not enough to help the club retain a spot in this years ranking of the worlds top 50 most valuable,with no Srie A clubs featuring.Corinthians reported

75、a substantial increase in matchday revenue,thanks to consistently high attendance at their home games,boosted by improved on-field performances and strategic ticket pricing.However,these improvements were offset by poorer perceptions of the club by football fans,meaning they remained in 4th place.Se

76、veral clubs embraced digital transformation to enhance fan engagement and revenue streams.Flamengo and Palmeiras led the way with innovative digital campaigns and virtual fan experiences,which have broadened their global reach and increased merchandise sales.Santos FCs commitment to youth developmen

77、t paid off financially and brand-wise.Their academy continues to produce top talent,leading to lucrative transfer deals and a strong reputation for nurturing young players.Brand Finances annual Global Soft Power Index 2024 a study on nations ability to influence international audiences through posit

78、ive sentiments instead of economic or military power showed again that Brazil is the highest rated in the world for the metric a leader in sport,with the footballing reputation a key part of this.Top 10 Brand Value and Brand Strength Index Brazil 2024 Brand Finance Plc.2024USD100 m 4153109872674.970

79、.466.262.558.955.449.652.2USD85 m USD56 m USD49 m USD35 m USD31 m USD21 m USD21 m 58.9USD34 m 57.5USD31 m Brand Finance Football 50 20Regional Analysis|United KingdomTop 10 Brand Value and Brand Strength Index United Kingdom 2024 Brand Finance Plc.2024United KingdomThe Premier League has the most cl

80、ubs(17)featured in the Top 50 most valuable,as well as by far the highest value of any league.The top 10 English club brands are worth 8.1bn compared to LALIGAs 4.5bn in second place.This dominance is rooted in the Premier Leagues ability to negotiate blockbuster broadcasting deals domestically and

81、internationally,and the commitment to distributing that relatively equitably to clubs.This has allowed a highly competitive league to develop globally the league is most likely to be rated by football fans as highly competitive which in turn helps drive the broadcasting and sponsorship deals to furt

82、her fuel the growth.The average brand strength of the Premier Leagues top 10 clubs is 80.4,compared to only 70.9 for Spains LALIGA and just 60.0 for Frances Ligue 1.The big 6 are a huge part of this,sitting in the top 10 of the global ranking,and scoring amongst the best for both footballing metrics

83、 such as the club has a lot of star players and the team play exciting football,but also achieving in brand related metrics such as Rich heritage&history and Innovative.These more brand focused metrics are particularly appealing to sponsors who not only want to piggyback on the clubs huge exposure,b

84、ut impart these positive attributes onto their own brands.Manchester Citys fourth consecutive title has helped the brand leapfrog local rivals Manchester United into 2nd place in terms of Brand Strength Index-our holistic measure of a brands ability to positively influence stakeholders-however it is

85、 Liverpool who remain on top.Liverpool have seen improvements over Klopps reign,not just in sporting metrics,but significantly in ESG areas too.41531098726GBP1,384 m4153109872692.891.693.789.781.667.966.862.5GBP1,201 mGBP1,185 mGBP855 mGBP746 mGBP220 mGBP215 mGBP145 m84.5GBP719 m73.0GBP261 mHugo Hen

86、sleyHead of Sports Services,Brand FinanceBrand Finance Football 50 21Regional Analysis|United KingdomThe Red Way initiative set up to drive the clubs sustainability goals has clearly been picked up on by fans,as the brand is perceived as the strongest in the league in all three key metrics;committed

87、 to environmental sustainability,positive force in the community and ethically owned and governed.With national Premier League engagement seemingly almost at saturation(broadcasters will be increasing their coverage of the second tier in 2024/25,to bring in loyal fans further down footballs pyramid)

88、,the leagues focus must turn abroad.Lucrative international tours are no longer just an opportunity for the big names,as teams throughout the league now travel to garner fans in the USA,East Asia and Australia.Further growth and leadership for the Premier League will rely on keeping the league compe

89、titive,which means ensuring that all clubs can receive a piece of the ever increasing pie.Brand Finance Football 50 22Regional Analysis|FranceTop 10 Brand Value and Brand Strength Index France 2024 Brand Finance Plc.2024Bertrand Chovet Managing Director,Brand Finance FranceFranceThe 2023/2024 season

90、 marked a significant shift for Ligue 1,the top tier of French football,as the league reduced its number of participating teams from 20 to 18.This decision,aimed at enhancing the competitiveness and financial stability of the league,has had wide-ranging implications for clubs,fans,and stakeholders.T

91、he reduction in the number of teams primarily aims to create a more financially sustainable environment for the remaining clubs.Fewer teams resulted in a more concentrated share of both domestic and international broadcast revenue,sponsorship deals,and other commercial income streams.Mediapro secure

92、d Ligue 1 broadcasting rights from 2020-2024 but failed to make payments due to COVID-19s financial strain,leading to a legal dispute and early contract termination in December 2020.This left Ligue 1 in a broadcasting crisis,resolved with new deals from Canal+and Amazon Prime Video at over 100 milli

93、on per year less than the original agreement.To further stabilise finances,CVC Capital Partners invested 1.5 billion in 2022,taking a 13%stake in the LFPs new commercial company handling broadcast rights,boosting French clubs revenues for the 2022/23,2023/24,and upcoming season,and enhancing the lea

94、gues international reach.Certain clubs stand to significantly benefit from this restructuring.Traditionally dominant teams like Paris Saint-Germain(PSG)are likely to further consolidate their financial power,given their already substantial revenue streams.EUR1,208 m4153109872686.268.170.955.350.054.

95、250.447.8EUR171 mEUR162 mEUR62 mEUR49 mEUR37 mEUR28 mEUR24 m61.7EUR48 m55.6EUR44 mBrand Finance Football 50 23Regional Analysis|FranceIn 2024,PSGs brand value represents 66%of the total brand value of the top 10 French clubs compared to 20%in the English Premier League.However,mid-tier clubs such as

96、 Olympique Lyonnais and AS Monaco could see the most substantial benefits.These clubs,often on the cusp of financial viability and competitive success,may find the enhanced revenue distribution crucial in closing the gap with the top tier and establishing themselves as consistent European competitor

97、s.From a brand perspective,the restructuring seeks to enhance the global appeal of Ligue 1.By raising the competitive standard and financial stability of its clubs,the league aims to create a more compelling product for international audiences.A tighter,more competitive league can generate more exci

98、ting matches and narratives,crucial for capturing the interest of global football fans.However,our data shows that Ligue 1 ranks lowest out of Europes top 5 leagues in perceptions for having world class players and clubs.This reflects Ligue 1 clubs recent lack of European competition competitiveness

99、,and the departure of the leagues most notable and arguably influential player,Kylian Mbapp,to Real Madrid.Brand Finance Football 50 24Regional Analysis|GermanyTop 10 Brand Value and Brand Strength Index Germany 2024 Brand Finance Plc.2024Cristobal Pohle Vazquez Regional Manager,DACHGermany Ending a

100、 Decade of DominanceThe Bundesliga has been grappling with a conundrum for more than a decade.Despite having the second-highest number of brands in our football ranking among the top five European leagues(worth a total EUR 3.5 Bn in brand value)and boasting a rich heritage with a passionate fan base

101、,the leagues lack of competitiveness has resulted in dwindling viewership,lower sponsorship interest,and less lucrative broadcasting deals.FC Bayern Munichs dominance,moving up one rank to become the 6th most valuable football brand in the world,clinched the title for 11 of the past 12 seasons,has t

102、urned the league into a predictable affair.However,recent developments in the Bundesliga hint at a potential shift in the status quo,offering a glimmer of hope for renewed excitement as our research shows that non-German respondents believe the Bundesliga is increasing in appeal and interest more th

103、an any other top-five league.Capturing AttentionIn todays fast-paced entertainment landscape,the Bundesliga competes not just with other football leagues but with a myriad of entertainment options.The real battle is for attention,which builds mental availabilitycrucial for long-term brand building.S

104、ystem1 research highlights that ignoring attention as a metric creates a triple jeopardy misallocated budgets,ineffective media planning,and weak creative work can diminish effectiveness.Our research shows that the Bundesliga is considered the second most exciting to watch,fuelled by Bayer Leverkuse

105、ns unexpected victory and Dortmunds near miss in 2023,which demonstrates the leagues potential for unpredictability and engagement.EUR1,236 m4153109872690.384.070.572.268.955.160.261.3EUR624 mEUR334 mEUR311 mEUR220 mEUR125 mEUR104 mEUR104 m66.2EUR162 m58.0EUR134 mBrand Finance Football 50 25Regional

106、 Analysis|GermanyTo sustain this momentum,the league must prioritise platforms that genuinely capture attention and produce high-quality,right-brained creative content to sustain viewer engagement and foster interest amidst fierce competition.Beauty of UnpredictabilityOne of footballs greatest appea

107、ls is its inherent unpredictabilitythe David versus Goliath narrative.Weve seen underdogs like Ajax make a legendary Champions League run.Leicester Citys fairy-tale Premier League triumph following their promotion from the Championship.The Bundesliga recently witnessed a brief resurgence of this unp

108、redictability when Bayer Leverkusen,often dubbed Neverkusen for their last-minute goals to retain their unbeaten streak,clinched an unlikely victory,ending Bayerns decade long stranglehold on the title.This unpredictability breathes life into the sport,rekindling fan engagement and passion,showing t

109、hat money cannot guarantee success in sport.The question now is whether Leverkusen can maintain their momentum,hold onto their star manager and players,and foster enduring rivalries that keep fans on the edge of their seats.Leveraging Passion and NostalgiaFor football clubs and leagues,balancing com

110、mercial interests with the sports integrity and nostalgic appeal is crucial.The Bundesligas unique 50+1 rule,which ensures club members retain majority ownership,is one such safeguard,preventing complete corporate takeover and preserving the fan-centric ethos.However,this rule also poses challenges

111、in attracting significant investment needed to compete globally.For example,EPL broadcasting revenues are more than double that of the Bundesliga.The rise of football podcasts,such as COPA TS and 50+2,or YouTube channel Athletic Interest indicate a growing appetite for in-depth,passionate discussion

112、s about the sport and the role of brands.Therefore,leveraging these valuable touchpoints to engage with fans who are the lifeblood of a club and reach new audiences can further both the clubs commercial and cultural goals.Brand Finance Football 50 26Regional Analysis|GermanyRole of Sponsorships and

113、Fan EngagementSponsorship dynamics also play a critical role in shaping the leagues image and financial health.Borussia Dortmunds partnership with RheinMetal,an arms manufacturer,sparked considerable controversy,particularly among the ultras dedicated fan groups fiercely protective of their clubs va

114、lues.Among non-German fans,the Bundesliga is seen to be strongest in ESG amongst the top 5 leagues;however,it is yet to be seen whether sponsorship deals like this will influence league perceptions.The clubs leadership defended the sponsorship as a reflection of the current geopolitical climate,but

115、it underscores the delicate balance clubs must maintain between commercial partnerships and fan sentiment.Clubs must harness the power of their fan base,not just as spectators but as active participants in the clubs journey to avoid conundrums like that of the European Super League.Engaging with fan

116、s through community and social platforms create a sense of ownership and loyalty that transcends the commercial aspects of the game.Borussia Dortmund is a prime example of a club that exhibits deep fan engagement,which is reflected in our data where they score highest in Germany for the“club appreci

117、ates its fans”metric.Embracing InnovationTo revitalise the Bundesliga,innovation is key.Our research shows that the German league is considered the most innovative among non-German respondents,and the league must draw inspiration from other sports and entertainment brands to sustain this reputation.

118、For example,LIV Golf has introduced shorter,more dynamic tournament formats and enhanced fan experiences,including music and interactive zones,to attract a younger audience to the storied sport.UTS(Ultimate Tennis Showdown)has transformed tennis with faster-paced matches,unique scoring rules/wild-ca

119、rds,and engaging player interviews mid-match,transforming the spectator experience into something akin to a concert or night out.Even the introduction of new sports in the Olympics,like skateboarding,demonstrates how blending tradition with modernity can capture new audiences.Football clubs have beg

120、un to innovate with gripping behind-the-scenes documentaries,providing unprecedented insights into club operations.However,to enhance their innovative edge,the Bundesliga must continue to explore novel ways to engage younger viewers.This could include more interactive digital experiences,enhanced fa

121、n engagement platforms,and leveraging cutting-edge technology to create immersive viewing experiences.By doing so,the Bundesliga can ensure it remains at the forefront of sports innovation,captivating a global audience.CrossroadsThe Bundesliga stands at a crossroads.By embracing the unpredictability

122、 that makes football so compelling,leveraging fan passion and nostalgia,and adopting innovative approaches to engagement,the league can reclaim its position as a thrilling and competitive spectacle.The journey ahead requires a delicate balance,but with strategic vision and a deep understanding of th

123、e evolving entertainment landscape,the Bundesliga can reignite its spark and capture the attention and hearts of fans worldwide.Brand Finance Football 50 27Regional Analysis|ItalyTop 10 Brand Value and Brand Strength Index Italy 2024 Brand Finance Plc.2024Lorenzo CoruzziValuation Director,Brand Fina

124、nce ItalyItalyItalys Serie A is the only league in the top 5 to not have a football club brand valued at more than a billion euros.The closest challenger is Juventus,valued at 581.56B in 2024,although have been in regular decline over the past few seasons(-7.86%from 2023),with declining revenues fro

125、m less on-field success and flat commercial growth.Brand strength of top Serie A clubs lag behind their European counterparts,particularly those from the Top 10,and has contributed towards the widening brand value gap.Despite another challenging period in terms of brand strength and rankings,Serie A

126、 teams experienced another strong performance in European club competition.Atalanta won the 2024 Europa league,overcoming the previously invincible Bayer Leverkusen in the final,whilst Fiorentina also had a great tournament run,narrowly losing out in the 2024 Conference League final to an inspired O

127、lympiacos side.These performances earned Italy top spot in the UEFA club coefficient rankings,and a lucrative additional spot for 2024/2025 edition of the Champions League,which is expanding to 36 teams under a new format.This opened the door for last seasons 5th place finishers,Bologna,to qualify f

128、or the competition for the first time since the 1964-65 edition.Whilst the club sides have enjoyed obvious success,the same cannot be said for the Italian National team,who crashed out of the Euro 2024 competition following a 2-0 loss to Switzerland in the Round of 16,having scraped through the grou

129、p stages with some largely underwhelming performances.EUR582 m4153109872683.084.683.272.667.256.352.852.0EUR454 mEUR401 mEUR217 mEUR179 mEUR79 mEUR51 mEUR50 m58.3EUR99 m55.2EUR85 mBrand Finance Football 50 28Regional Analysis|ItalyOur view is that FIGC and Serie A should take a more structured and m

130、ultifaceted approach to bring back the Serie A league and the Italian national team to the top;critical things are more investments in youth development,talent scouting and aging infrastructure,focus on closing the gap in terms of financial disparities and instability vs other leagues,adoption of la

131、test technology in training and more importantly for the future success of the sport focus on retaining youth(and general)interest in football which is key to matchday revenues and commercial success.Our research suggests that not only the 18-24 band in Italy is the most disengaged,but also that Foo

132、tball is losing traction consistently across all age groups.One possible reason behind the loss of interest is that according to our research,89%of respondents agree that the cost of attending live sporting matches or events is too expensive.This is exacerbated by the need for multiple sports subscr

133、iption packages in order to watch the live fixtures,an opportunity cost that is proving an amount too great for many Italians.Football Following in Italy by Age Group Brand Finance Plc.202470%60%50%40%30%20%10%018-2425-3435-4445-5455-6465-7561%57%55%58%52%48%58%53%51%63%56%55%63%57%54%65%57%52%2021

134、2023 2022Brand Finance Football 50 29Regional Analysis|SpainTop 10 Brand Value and Brand Strength Index Spain 2024 Brand Finance Plc.2024Pilar AlsonsoManaging Director,Brand Finance IbericSpainReal Madrids latest Champions League victory highlights their sustained dominance in European competitions,

135、overshadowing the performances of other Spanish giants,Barcelona and Atletico Madrid.While Real Madrid continues to shine,the broader picture for LALIGA teams in Europe is less rosy.Financial constraints have left these clubs struggling to compete with their counterparts in the top five European lea

136、gues,particularly evident in the summer of 2023 when LALIGA recorded the lowest transfer spending among the top 5 European leagues.This financial shortfall is reflected in their European results,raising questions about their ability to maintain long-term competitiveness.Despite LALIGA producing thre

137、e different champions in the past four years,doubts remain about whether Spanish clubs can keep pace with Real Madrid.The acquisition of Kylian Mbappe by Real Madrid,coupled with the presence of Ballon dOr favourites Jude Bellingham and Vinicius Jr.,further cements their dominance.The question remai

138、ns whether these big stars will be able to benefit the team or create a clash among big personalities.In contrast,Barcelona,although financially better off than in previous years,still faces significant hurdles in signing and registering new players due to the salary cap imposed by LALIGA.Barcelonas

139、 academy,La Masia,has been a lifeline,producing a new generation of talent including Lamine Yamal,Gavi,Ronald Araujo,and Cubarsi.These players offer a glimmer of hope for the clubs future,provided financial pressures do not force the sale of top talents.EUR1,685 m4153109872696.392.780.665.471.157.26

140、0.555.0EUR1,542 mEUR519 mEUR135 mEUR125 mEUR93 mEUR88 mEUR55 m66.5EUR119 m63.4EUR95 mBrand Finance Football 50 30Regional Analysis|SpainHowever,to genuinely compete in the Champions League,Barcelona and other Spanish clubs need to strengthen their squads with players from outside the club.The ongoin

141、g negotiations for a renewal deal with Nike are seen as a potential turning point for Barcelona,enabling them to return to the 1/1 rule in player signings and easing some of the financial constraints.Moreover,the upcoming 2030 World Cup,which Spain will co-host,has sparked interest in stadium expans

142、ions across the league.Real Madrid has already completed the successful reopening of the Santiago Bernabeu,with significant interest from football fans shown.It also hosted a sold out Taylor Swift show as part of the international Eras tour in late May 2024.Barcelona is eagerly anticipating the oper

143、ation of the Spotify Camp Nou by December 2024,a move expected to significantly boost their revenue.Other clubs like Real Sociedad,Valencia,and Celta Vigo are also exploring stadium improvements to enhance their competitiveness and revenue streams.This has been supercharged by the LALIGA Impulso str

144、ategic initiative,following the 1.9bn investment by CVC,which aims to increase the growth of clubs and the competition.However,in 2024,Real Madrid,Barcelona and Atletico represent 84%of the brand value held by Spains top 10 most valuable,showing that there is a long way to go to increase competition

145、 amongst the leagues brands.Brand Finance Football 50 31Regional Analysis|USATop 10 Brand Strength Index United States 2024 Brand Finance Plc.2024Laurence NewellManaging Director,Brand Finance AmericasUSAThe 2026 FIFA World Cup,held across Mexico,the US and Canada,is expected to deliver significant

146、uplift in the value of football brands across North America,as the worlds most popular sporting event takes centre stage.The MLS has been steadily building its presence throughout the nation,following some eye-catching player signings,including one of the most globally recognised sporting talents Li

147、onel Messi.The US also co-hosted the 2024 edition of the Copa America,won by Messis Argentina for the 16th time.This was a clear indicator of the increased popularity of the sport,but issues at the stadium for the final highlighted how it was an important test run ahead of the World Cup,with 2 years

148、 to implement the necessary safety and security measures,and ensure a successful hosting of the tournament.Interestingly,US football fans are more likely to have attended a live football match in a stadium than American Football fans attending an NFL fixture,basketball fans attending a NBA game,Base

149、ball fans attending an MLB game or Ice hockey fans attending an NHL fixture.This relatively high engagement bodes well for the growth of MLS and the club brands,because on top of maintaining matchday income it helps attract sponsors and creates a more appealing product for broadcasters.Technological

150、 advancements have played a crucial role in enhancing the fan experience.MLS has embraced technology through improved stadium experiences,including augmented reality(AR)and virtual reality(VR)features,and interactive apps and social media activations.57.84153109872655.155.153.753.352.952.852.753.253

151、.1Brand Finance Football 50 32Sports fans who have watched live events/Matches in a stadium/Sport venue Brand Finance Plc 2024Major League Soccer(USA)NBA(National Basketball Association)NFL(National Football League)MLB(Major League Baseball)NHL(National Hockey League)40%37%35%32%30%27%25%25%20%25%15

152、%10%5%0%Regional Analysis|USAThe integration of technology has made it easier for fans to connect with their teams and the sport,driving higher engagement and attendance levels.The MLSs digital presence has also expanded,with a strong emphasis on social media and online content.Teams are leveraging

153、platforms like TikTok,Instagram,and Twitter to reach younger audiences,providing behind-the-scenes content,live interactions,and exclusive insights.In 2023,MLSs social media following grew by 25%,with engagement rates up by 18%.In terms of broadcast deals,MLSs deals are still dwarfed by those of NBA

154、 and NFL,but popularity is growing.For example,MLS partnered with Apple TV in 2023 as the exclusive platform for all MLS matches.This is the first time a major professional sports league has partnered exclusively with a streaming service.This can enhance visibility for the league as fans worldwide c

155、an more easily access matches.In 2023,the league saw an average attendance of 21,033 fans per game,up from 20,738 in 2022.Atlanta United FC continues to lead the league,averaging over 47,000 fans per home game at Mercedes-Benz Stadium.Brand Finance Football 50 33Regional Analysis|UAETop 10 Brand Str

156、ength Index UAE 2024 Brand Finance Plc.2024UAEUAE Pro League clubs feature for the first time in Brand Finances annual Football 50 report,and Al Ain FC has taken the inaugural crown of strongest football club brand in the UAE,with a brand strength score of 64.6.Most recently,the Al Ain club won the

157、Asian Champions League for the second time in its history,and remains the only side in the UAE to win this international competition.It is no surprise to see Al Ain attract significant domestic interest,with 40%home respondents claiming to follow the club.Al-Nasr SC ranks as the 2nd strongest brand

158、in the UAE,with a score of 61.09,and recently made a marquee signing in the form of the leagues all-time top goal scorer,Ali Mabkhout.The oldest club in the UAE continues to leverage its strong heritage and prestige to attract star talent,and consistently challenge for domestic titles.The clubs othe

159、r major player transfers have included former highly rated Premier League player Adel Taarabt,and ex-Southampton striker,Manolo Gabbiadini.These signings have helped to improve perceptions of the club,in terms of brand investment and competitiveness attributes.ADNOC have held the lucrative title par

160、tner naming rights to the league since the beginning of the 2021/22 season,as it looks to maintain and solidify its already strong association with football in the region.Internationally,the league have partnered with Chiliz to propel the leagues international presence through web3 technologies.64.6

161、4153109872661.159.957.557.556.351.550.857.256.4Andrew CampbellManaging Director,Brand Finance Middle EastBrand Finance Football 50 34Regional Analysis|UAEPartnership developments have facilitated more recognisable UAE football club brands,and alongside stronger performances in the AFC,more ambition

162、in star player transfers and growth in commercial revenues.Al Ain FC was not the only UAE owned club to experience international success.Manchester Citys UEFA Champions League victory,backed by UAE investment,marked the first European triumph for a state-backed club.Man City is owned by H.H.Sheikh M

163、ansour bin Zayed Al Nahyan,the brother of His Highness Sheikh Mohamed bin Zayed Al Nahyan,the third president of the United Arab Emirates and the ruler of Abu Dhabi.As part of a drive to boost the global image and attraction of the UAE Pro clubs,the UAE FA used FIFA Forward funding to renovate its t

164、echnical centre in Dubai,improving the foundations that support the development of football across all the Emirates.Brand Finance Football 50 35Regional Analysis|Saudi ArabiaTop 10 Brand Strength Index Saudi 2024 Brand Finance Plc.2024Saudi ArabiaSaudi Arabias financial commitment to football has be

165、en monumental.The country has attracted international stars by offering lucrative contracts that are hard to match,including leading stars Karim Benzema(Al-Ittihad),Neymar(Al Hilal),Riyad Mahrez(Al-Ahli),Ngolo Kante(Al-Ittihad).This influx of talent has required significant spending,not only on play

166、er salaries but also on improving infrastructure,training facilities,and stadiums.The Saudi Pro League,the top-tier football league in the country,has seen increased sponsorship deals,broadcasting rights,and matchday revenues,thanks to heightened interest from both local and global audiences.Saudi A

167、rabias investment in football is reshaping the sports landscape in the country.The financial inputs have not only enhanced the competitiveness of Saudi football clubs but also significantly improved the nations brand on the global stage.As the Vision 2030 initiative continues to advance,the long-ter

168、m benefits of these investments are expected to further solidify Saudi Arabias status as a key player in the world of football.Al-Nassr FC made headlines with the signing of Cristiano Ronaldo,one of the most famous footballers in the world,bringing unprecedented global attention and commercial oppor

169、tunities to the club.Ronaldo is the worlds most followed person on Instagram with 630 million followers,more than double the total of all 20 English Premier League clubs combined.74.64153109872670.167.064.455.851.951.750.653.952.2Savio DSouzaSenior Director,Brand Finance Middle EastBrand Finance Foo

170、tball 50 36Regional Analysis|Saudi ArabiaRonaldo has had a significant impact on the Al-Nassr brand,whose social media following has grown by millions since his arrival and is now the second-strongest football club brand in Saudi Arabia.Al-Hilal,one of the most successful clubs in Saudi football,fur

171、ther leveraged the increased funding to acquire top talents for the 23/24 season,including Neymar,Ruben Neves and Milinkovi-Savi.The dominant force in Saudi Pro League football stormed to a record 19th league title,contributing to them being named as the strongest football brand in the Middle East,w

172、ith a score of 74.63.On the branding front,Saudi Arabias investment in football has considerably enhanced its image.By signing high-profile players and coaches,the country has positioned itself as a burgeoning hub for top-tier football.This has not only increased global media coverage but has also a

173、ttracted tourism,as fans from around the world travel to see their favourite stars in action.The presence of internationally renowned players has also led to increased merchandise sales and social media engagement,further boosting the countrys visibility on the global stage.In Brand Finances latest

174、edition of the Global Soft Power Index,Saudi Arabia also jumped up 28 ranks for the attribute of being a leader in sport.This significant achievement underscores how the nations investment in football is enhancing its reputation and influence in the global sporting world.Until recently,womens footba

175、ll in Saudia Arabia was virtually non-existent due to legal and cultural restrictions.However,womens football has developed significantly in the past five years,aligning with Saudi Arabias Vision 2030.Saudi Arabia womens national team entered FIFAs womens world ranking for the first time in March 20

176、23,whilst they aiming to qualify for the 2027 Womens World Cup and is bidding to host the 2026 Womens Asian Cup.The Saudi Football Federation(SAFF)has committed resources to develop womens football,whilst last season more female attendance at football stadiums and greater female interest in the spor

177、t.Saudi women players are beginning to attract international talent,contributing to the leagues growth and competitiveness.SponsorshipBrand Finance Football 50 38Brand Building through Sponsorship:Considerations for all brandsWhat is the objective of sponsorship?The underlying objective of sponsorsh

178、ip is to create positive perceptions and behaviours among stakeholders in a more effective and efficient way than would be possible with normal marketing tools.Generally this is achieved by accessing a targeted audience and aligning with the existing attributes of the rights-holder.Exactly how this

179、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 long-term brand building benefits.The effect of partnership a

180、ctivationsWhen measuring partnerships,its important to remember that the focus leans more towards brand building and delivering long-term benefits.Standard Chartereds partnership with Liverpool Football Club stands as one of the longest-running collaborations in the English Premier League.The partne

181、rship commenced in 2010,and in the years since Liverpool FC have won trophies in all of the competitions they have competed in.The collaboration between Standard Chartered and Liverpool FC extended beyond mere branding on jerseys to encompass various collaborative initiatives,including community pro

182、grammes,charity events,and digital campaigns.Hugo HensleyHead of Sports Services,Brand FinanceStandard Chartered Brand Funnel(Figure 1)Brand Finance Plc 2024Football FansNon-Fans908070605040302010082%63%51%7.3%35%5.7%68%45%AwarenessFamiliarity Consideration PreferenceBrand Finance Football 50 39Bran

183、d Building through Sponsorship|Considerations for B2B Brands Brand Finance Plc 2024Standard Chartered x Liverpool FC Partnership:Impact on Reputation(Figure 2)0 Extremely Poor12 3 4 5 Average 6789 10 Extremely GoodFansNon Fans0%10%20%30%40%50%60%70%80%90%100%15%19%13%16%24%12%13%16%10%12%19%9%The fi

184、rst objective of the partnership will be to use the massive exposure of the football club to boost awareness and familiarity in key markets.According to Brand Finances 2024 Global Brand Equity Monitor study,followers of football are considerably more familiar with and more likely to consider the Sta

185、ndard Chartered brand compared to non-followers.(Figure 1)This market research does not exclusively target respondents who have reported being exposed to or engaged with specific partnerships.Instead,it assumes exposure among followers of the sport in general.While this approach provides a conservat

186、ive view of the impact,it is evident that the partnerships are delivering benefits to the brand.The Brand Finance research covers 42 markets,over 100,000 respondents and 5,000 brands,and so is unique in its breadth of coverage,allowing a unique view into brand strength,and by extension sponsorships,

187、around the world.As well as benefiting the sponsors brand funnel,the partnership between Standard Chartered and Liverpool FC has significantly enhanced their overall reputation.Among football fans,16%rated the partnership a 10 for reputation,compared to only 12%among non-fans.Additionally,a smaller

188、proportion of fans(28%)rated it a 5 or below,in contrast to 37%among non-fans.(Figure 2).Brand Finance Football 50 40Brand Building through Sponsorship|Considerations for B2B BrandsStandard Chartered Image Attributes:Fans vs Non Fans(Figure 3)Brand Finance Plc 2024Emotional AttributesFunctional Attr

189、ibutesTrustworthyModernThis brand does as much as possible to avoid or reduce the negative effects of its operationsInnovativeThis brand supports causes that I care aboutOpen and honestExcellent website&appsWidely availableKeeps customers data completely securePuts their customers firstOffers fair r

190、ates and feesGreat customer serviceEasy to deal withGenuinely offer something differentGreat value for moneyConveniently located ATMs and BranchesGood range of products to deal with0%5%10%15%20%25%30%35%FansNon-FansBoth emotional and functional brand attributes metrics see improvements among the foo

191、tball followers.Even attributes that are not directly communicated through the partnership can see strong benefits in the perceptions of those likely to have been exposed to the partnership,such as data security,excellent website&apps,and offers fair rates&fees.(Figure 3).Combining this with analysi

192、s of the channels which sports fans have used to engage with the sport can also allow tactical recommendations into how to optimise effectiveness.For example,Brand Finances research shows that Chinese sports fans are significantly more likely than UK fans to engage with teams and players on social m

193、edia,and buy brands associated with the sport.(Figure 4).The next stage of measuring effectiveness is to connect these brand benefits to financial advantages for the sponsors delivered through higher customer acquisition and retention,market share or price premiums.Brand Finance uses this methodolog

194、y to calculate the financial return on investment for partners operating in any industry and engaging with rights-holders from a wide range of categorie.Brand Finance Football 50 41Brand Building through Sponsorship|Considerations for B2B BrandsHow do consumers engage with the sports they follow?(Fi

195、gure 4)Brand Finance Plc 2024Follow League or team on social mediaFollow players on social mediaDiscussed sponsors of leagues or teamsShare related content online with my friends,familyWatched live/recorded matches on broadcast TV at home/out of homeBought merchandise of a teamPlayed the sportAttend

196、ed local fan eventsBought brands associated with the sport0%5%10%15%20%25%30%35%United Kingdom ChinaBrand SpotlightBrand Finance Football 50 43Brand StrengthBSI 64.6#1Al Ain FCBrand Finance Football 50 44Interview with Rashed AbdullaRashed AbdullaCEO,Al Ain Club Investment CompanyKey Strengths of th

197、e Al Ain Brand and Its Benefits to the Club and Business Leadership:One of our primary strengths is our strong and influential leadership.Their support and vision are instrumental in driving the clubs ambitions forward.Unique Positioning:We are the only club in our city,allowing us to seamlessly int

198、egrate the government,private sector,and community with the club.Unlike cities like Abu Dhabi or Manchester,where multiple clubs compete for attention,Al Ain fosters a sense of unity and family within the city and the club.Fan Base and Achievements:Al Ain boasts the largest fan base in the country a

199、nd has achieved the highest number of local and international titles.We have won the local championship 14 times and hold the strongest international credentials in the UAE.Al Ain is the only club in the country to have won the AFC Champions League twice,most recently in June.In 2018,we reached the

200、final of the Club World Cup,gaining global exposure.Community Integration:Our strong brand facilitates integration across all aspects of the city,creating a common network where the government,private sector,and community collaborate for mutual benefits.This integration boosts the players morale,mak

201、ing them proud to represent their country,which in turn helps the club achieve its goals both on and off the pitch,attracting fans,sponsors,and positive engagement.Brand Finance Football 50 45Upcoming Ambitions for Al Ain ClubFollowing our second AFC Champions League victory,we have set our sights o

202、n global ambitions.Ten years ago,our goals were local;five years ago,they were regional.Now,we aim to excel on a global scale,particularly in the Club World Cup.Our aspirations go beyond the sky.We also aim to sustain and strengthen the network effects we have observed,leveraging our community integ

203、ration to attract loyal sponsors.This collaboration with leadership and the municipality helps improve club operations,including matchday management.We are more than just a football club;we are a comprehensive sports organization representing a country.Our strategy encompasses administration,policy,

204、collaboration with the private sector,and community involvement.Four years ago,we initiated Brand Spotlight Al Ain|Interview with Rashed Abdullaprograms to increase womens participation in football,constructing dedicated areas for women to enjoy matches in privacy.This has led to higher women&family

205、 attendance at matches.Our special needs initiatives,such as enabling blind fans to experience games through a direct commentary connection,exemplify our commitment to being more than just a sports club.Our vision is to enhance our communitys culture and be a leader in the country.Attracting and Eng

206、aging Our FanbaseIn the face of intense competition for fans attention,Al Ain maintains engagement through a variety of activities.During the COVID-19 pandemic,we pivoted to e-sports and gaming,being the only club in the country featured in such games.We also host events,seminars,and workshops to ga

207、ther fan input,address issues,and continuously improve the club.Brand Finance Football 50 46We are expanding our footprint with the construction of academies in each Emirate,working with government sectors to identify opportunities and operate these academies,thereby strengthening our brand.New Init

208、iatives and InvestmentsWe are embracing new technologies to advance the club.Our ongoing project with a virtual reality museum and the use of AI for management dashboards and technical analysis for coaches and players highlight our commitment to innovation.We collaborate with sponsors to optimize th

209、eir exposure and impact.Acknowledging the competition from Qatar and Saudi,we are eager to collaborate and learn from them.Our initiatives aim to set a benchmark for other clubs in the country.We conduct workshops to share our successes and knowledge,fostering national improvement through collaborat

210、ion.Al Ains vision ends beyond football,focusing on community enhancement and engagement.Brand Spotlight Al Ain|Interview with Rashed AbdullaBrand Finance Football 50 47Building a start-up to transform reputation and financial risk management in sportsJoel Attwal Co-Founder and CEO,SRI Sports Risk I

211、ntelligenceSports Risk Intelligence(SRI)is a pioneering integrity platform designed to empower sports organizations in managing reputation and financial risks with precision.Harnessing the power of advanced AI and machine learning,SRI emerges as the foremost provider of comprehensive automated backg

212、round checks,real-time monitoring,and alerting systems,safeguarding brand value,investments,and stakeholder trust.How did you identify the problem with existing risk management in sports?In early 2023,I began noticing a troubling trend:high-profile athletes facing allegations on social media,leading

213、 to significant negative repercussions.My background in financial services,specifically in risk management and compliance,made me wonder about the potential fallout from these incidents.Could these online controversies affect athlete transfers between clubs?More importantly,could we identify these i

214、ssues early and turn them into opportunities for better decision-making and support for the athletes involved?Driven by these questions,I embarked on six months of intensive research.It quickly became clear that the screening technologies prevalent in financial services were virtually unknown in the

215、 sports industry.This gap presented a tremendous opportunity.My mission crystallised:to transform the sports industry by integrating the robust risk management and compliance strategies from the financial world,while ensuring cost-efficiency and added value.Thus,the concept of SRI was born.Brand Fin

216、ance Football 50 48What are the key risks faced?Sports organisations face a plethora of reputational risks that can drastically impact their brand value,fan base,and financial health.These risks range from player misconduct and legal issues to financial mismanagement,doping scandals,and inappropriat

217、e social media behaviour.The consequences can be dire:loss of sponsorship deals,diminished fan support,legal battles,and a tarnished public image.In extreme cases,these events can threaten the very stability and viability of the organisation.What made you think the current approach could be disrupte

218、d?The traditional approach relied heavily on consultancies,agencies,and Google alerts.It was clear to me that a more systematic,automated solution was needed.I assembled a working group of industry leaders and executives to validate and refine my vision.Their feedback was invaluable,highlighting pai

219、n points and shaping the development of a prototype for our beta system.Then,a serendipitous moment arrived:King Charles announced the establishment of a new regulator for football.It felt like the stars were aligning,mirroring the regulatory environment in financial institutions.This further reinfo

220、rced my belief in the potential of SRI.How do you apply technology to build a solution?With the latest advancements in AI and machine learning,we developed an innovative,all-encompassing system.SRIs technology not only pre-vets athletes but also provides real-time crisis detection and management.Thi

221、s ensures that organisations can swiftly address emerging issues,protecting their brand image and entering crisis situations well-prepared.Our platform is designed to be user-friendly and customisable,allowing sports organisations to tailor parameters to their specific needs.This flexibility is cruc

222、ial,enabling SRI to support various operational tasks,from transfer market activities to ongoing recruitment and overall risk management.Brand Spotlight SRI|Interview with Joel AttwalBrand Finance Football 50 49What kinds of risk areas are we looking at?Effective risk management and integrity depart

223、ment in sports involves a collaborative effort among various stakeholders:Players:As the public face of the organisation,their behaviour and performance are under constant scrutiny.Ensuring they adhere to professional standards is vital.Club Executive Management:Responsible for governance and strate

224、gic decisions,management must establish robust risk mitigation frameworks.Finance Teams:Financial stability is crucial,and vigilance against economic risks is essential.Legal Departments:These teams ensure regulatory compliance and manage legal ramifications.Fans:Maintaining a positive public image

225、is key to retaining fan loyalty and support.Mitigating risks can clearly reduce unwanted costs,but how can it create value for users?A formalized tech driven solution like SRI can create substantial value for sports organisations and their affiliates:Sponsors:Robust risk management enhances appeal a

226、nd retention of sponsors.Financial Stability:Better-vetted sponsors lead to favourable financial outcomes.Owners/Transactions:Thorough assessment ensures accurate valuation and smooth negotiations in mergers and acquisitions.Player Associations:Protecting reputations fosters a secure and supportive

227、environment for athletes.Regulatory Compliance:SRI helps demonstrate commitment to high standards and integrity,crucial in an era of tightening regulations.In conclusion,SRI offers a sophisticated and proactive solution to the reputational and financial challenges faced by sports organisations.By le

228、veraging advanced technology,experts across the domains of sports,SRI not only protects brand value but also enhances stakeholder trust and generates long-term value across the sports industry ecosystem a transformation that is long overdue and timely.Brand Spotlight SRI|Interview with Joel Attwal20

229、24 Rank2023 RankBrandCountry2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating122Real Madrid CFSpain1,685+15.5%1,458AAA+AAA+211Manchester City FCUnited Kingdom1,611+7.0%1,506AAA+AAA330FC BarcelonaSpain1,542+12.3%1,374AAA+AAA+440Manchester United FCUnited Kingdom1,39

230、8+2.7%1,361AAA+AAA+550Liverpool FCUnited Kingdom1,380+1.5%1,360AAA+AAA+672FC Bayern MunichGermany1,236+12.5%1,099AAA+AAA761Paris Saint-GermainFrance1,208+6.7%1,132AAAAAA-880Arsenal FCUnited Kingdom996+9.9%906AAA+AAA990Tottenham Hotspur FCUnited Kingdom868-3.2%897AAA-AAA-10100Chelsea FCUnited Kingdom

231、838-2.7%861AAA-AAA-11132Borussia DortmundGermany12111Juventus FCItaly13121Club Atltico de MadridSpain14140FC Internazionale MilanoItaly15150AC MilanItaly16242Bayer 04 LeverkusenGermany17192RasenBallsport LeipzigGermany18171Newcastle United FCUnited Kingdom19161West Ham United FCUnited Kingdom20200As

232、ton Villa FCUnited Kingdom21222Eintracht FrankfurtGermany22181SSC NapoliItaly23211AS RomaItaly24312Olympique LyonnaisFrance25231Everton FCUnited Kingdom26302AFC AjaxNetherlands27352Borussia MnchengladbachGermany28280Olympique De MarseilleFrance29261Brighton&Hove Albion FCUnited Kingdom30291Crystal P

233、alaceUnited Kingdom31322Wolverhampton Wanderers FCUnited Kingdom32251Sevilla FCSpain33402SC FreiburgGermany34271Leicester CityUnited Kingdom35442Athletic de BilbaoSpain36382VfL WolfsburgGermany37492Fulham FCUnited Kingdom38422Celtic FCUnited Kingdom39341Real BetisSpain40412SL BenficaPortugal414621.F

234、C Union BerlinGermany42672SV Werder BremenGermany435921899 HoffenheimGermany44642PSV EindhovenNetherlands45431BrentfordUnited Kingdom46622AtalantaItaly47482FC PortoPortugal48471Valencia CFSpain49582Nottingham ForestUnited Kingdom50361Villarreal CFSpainBrand Finance Football 50 50Brand Value Ranking(

235、EURm)Top 50 most valuable Football clubs 1-502024 Rank2023 RankBrandCountry2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating122Real Madrid CFSpain$1,805+19.3%$1,513AAA+AAA+211Manchester City FCUnited Kingdom$1,726+10.5%$1,562AAA+AAA330FC BarcelonaSpain$1,653+16.0%$

236、1,425AAA+AAA+440Manchester United FCUnited Kingdom$1,498+6.1%$1,412AAA+AAA+550Liverpool FCUnited Kingdom$1,478+4.8%$1,411AAA+AAA+672FC Bayern MunichGermany$1,325+16.1%$1,140AAA+AAA761Paris Saint-GermainFrance$1,294+10.2%$1,174AAAAAA-880Arsenal FCUnited Kingdom$1,067+13.5%$940AAA+AAA990Tottenham Hots

237、pur FCUnited Kingdom$930-0.1%$931AAA-AAA-10100Chelsea FCUnited Kingdom$897+0.5%$893AAA-AAA-11132Borussia DortmundGermany12111Juventus FCItaly13121Club Atltico de MadridSpain14140FC Internazionale MilanoItaly15150AC MilanItaly16242Bayer 04 LeverkusenGermany17192RasenBallsport LeipzigGermany18171Newca

238、stle United FCUnited Kingdom19161West Ham United FCUnited Kingdom20200Aston Villa FCUnited Kingdom21222Eintracht FrankfurtGermany22181SSC NapoliItaly23211AS RomaItaly24312Olympique LyonnaisFrance25231Everton FCUnited Kingdom26302AFC AjaxNetherlands27352Borussia MnchengladbachGermany28280Olympique De

239、 MarseilleFrance29261Brighton&Hove Albion FCUnited Kingdom30291Crystal PalaceUnited Kingdom31322Wolverhampton Wanderers FCUnited Kingdom32251Sevilla FCSpain33402SC FreiburgGermany34271Leicester CityUnited Kingdom35442Athletic de BilbaoSpain36382VfL WolfsburgGermany37492Fulham FCUnited Kingdom38422Ce

240、ltic FCUnited Kingdom39341Real BetisSpain40412SL BenficaPortugal414621.FC Union BerlinGermany42-3SV Werder BremenGermany43-31899 HoffenheimGermany44-3PSV EindhovenNetherlands45431BrentfordUnited Kingdom46-3AtalantaItaly47482FC PortoPortugal48471Valencia CFSpain49-3Nottingham ForestUnited Kingdom5036

241、1Villarreal CFSpainBrand Finance Football 50 51Brand Value Ranking(USDm)Top 50 most valuable Football clubs 1-502024 Rank2023 RankBrandCountry2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating122Real Madrid CFSpain1,447+15.0%1,258AAA+AAA+211Manchester City FCUnited

242、Kingdom1,384+6.5%1,299AAA+AAA330FC BarcelonaSpain1,325+11.8%1,185AAA+AAA+440Manchester United FCUnited Kingdom1,201+2.3%1,174AAA+AAA+550Liverpool FCUnited Kingdom1,185+1.0%1,173AAA+AAA+672FC Bayern MunichGermany1,062+12.0%949AAA+AAA761Paris Saint-GermainFrance1,038+6.3%976AAAAAA-880Arsenal FCUnited

243、Kingdom855+9.4%782AAA+AAA990Tottenham Hotspur FCUnited Kingdom746-3.7%774AAA-AAA-10100Chelsea FCUnited Kingdom719-3.1%742AAA-AAA-11132Borussia DortmundGermany12111Juventus FCItaly13121Club Atltico de MadridSpain14140FC Internazionale MilanoItaly15150AC MilanItaly16242Bayer 04 LeverkusenGermany17192R

244、asenBallsport LeipzigGermany18171Newcastle United FCUnited Kingdom19161West Ham United FCUnited Kingdom20200Aston Villa FCUnited Kingdom21222Eintracht FrankfurtGermany22181SSC NapoliItaly23211AS RomaItaly24312Olympique LyonnaisFrance25231Everton FCUnited Kingdom26302AFC AjaxNetherlands27352Borussia

245、MnchengladbachGermany28280Olympique De MarseilleFrance29261Brighton&Hove Albion FCUnited Kingdom30291Crystal PalaceUnited Kingdom31322Wolverhampton Wanderers FCUnited Kingdom32251Sevilla FCSpain33402SC FreiburgGermany34271Leicester CityUnited Kingdom35442Athletic de BilbaoSpain36382VfL WolfsburgGerm

246、any37492Fulham FCUnited Kingdom38422Celtic FCUnited Kingdom39341Real BetisSpain40412SL BenficaPortugal414621.FC Union BerlinGermany42-3SV Werder BremenGermany43-31899 HoffenheimGermany44-3PSV EindhovenNetherlands45431BrentfordUnited Kingdom46-3AtalantaItaly47482FC PortoPortugal48471Valencia CFSpain4

247、9-3Nottingham ForestUnited Kingdom50361Villarreal CFSpainBrand Finance Football 50 52Brand Value Ranking(GBPm)Top 50 most valuable Football clubs 1-502024 Rank2023 RankBrandCountry2024 Brand Strength Index(BSI)ScoreBrand Strength Change2023 Brand Strength Index(BSI)Score2024 Brand Rating2023 Brand R

248、ating110Real Madrid CFSpain96.3+1.594.8AAA+AAA+220Liverpool FCUnited Kingdom93.7+0.493.3AAA+AAA+352Manchester City FCUnited Kingdom92.8+4.388.5AAA+AAA431FC BarcelonaSpain92.7+0.192.6AAA+AAA+541Manchester United FCUnited Kingdom91.6-0.992.5AAA+AAA+660FC Bayern MunichGermany90.3+1.988.5AAA+AAA770Arsen

249、al FCUnited Kingdom89.7+1.588.2AAA+AAA8112Paris Saint-GermainFrance86.2+4.082.2AAAAAA-9122FC Internazionale MilanoItaly84.6+2.681.9AAAAAA-1081Chelsea FCUnited Kingdom84.5+0.883.7AAA-AAA-11152Borussia DortmundGermany12132AC MilanItaly1391Juventus FCItaly14101Tottenham Hotspur FCUnited Kingdom15141Clu

250、b Atltico de MadridSpain16222Newcastle United FCUnited Kingdom17242SSC NapoliItaly18282RasenBallsport LeipzigGermany19190Athletic de BilbaoSpain20232Olympique De MarseilleFrance21181Celtic FCUnited Kingdom22452Bayer 04 LeverkusenGermany23322Eintracht FrankfurtGermany24382Olympique LyonnaisFrance2521

251、1West Ham United FCUnited Kingdom26201AS RomaItaly27251AFC AjaxNetherlands28271Aston Villa FCUnited Kingdom29171Real BetisSpain30332Borussia MnchengladbachGermany31261Sevilla FCSpain32362Valencia CFSpain33392SL BenficaPortugal34340Everton FCUnited Kingdom35-3SV Werder BremenGermany364721.FC Union Be

252、rlinGermany37311FC PortoPortugal38351Leicester CityUnited Kingdom39371Brighton&Hove Albion FCUnited Kingdom40412Crystal PalaceUnited Kingdom41-3AtalantaItaly42462SC FreiburgGermany43-3PSV EindhovenNetherlands44401Villarreal CFSpain45441Wolverhampton Wanderers FCUnited Kingdom46502Fulham FCUnited Kin

253、gdom47-3Nottingham ForestUnited Kingdom48-31899 HoffenheimGermany49481VfL WolfsburgGermany50491BrentfordUnited KingdomBrand Finance Football 50 53Brand Strength Index RankingTop 50 strongest Football clubs 1-50Club Enterprise ValueBrand Finance professionals have utilised a relative valuation approa

254、ch in order to approximate the Enterprise Values of the most valuable football club brands in the world.Brand Finance Football 50 55Club Enterprise ValueWhy use Enterprise Value?The Enterprise Value is a measure of the worth of the companys core business,to all investors,regardless of how that compa

255、ny is financed.This is particularly relevant in the football industry where clubs are financed in a range of different ways.What is Relative Valuation?Relative(or market)valuation involves identifying a set of comparable market values for a football club,converting these market values into standardi

256、sed values known as multiples,and adjusting these multiples for any perceived differences between the club you are valuing and the comparable set.Relative valuation is more reflective of market perceptions within the football industry than a traditional discounted cash flow.In an industry where the

257、Brand,and thus perceptions of consumers play such a large role,it is important to capture this changing sentiment.MethodologyBrand Finance creates a league specific revenue multiple based on data from sixteen publicly listed football clubs across various European leagues.Once a base revenue multiple

258、 is established within the league,this is adjusted based on 7 relevant factors that influence a clubs Enterprise Value;The perception of the league in which the club plays,whether or not the club owns its stadium,the market value of the squad,the strength of the clubs brand,whether or not the club h

259、as a global fanbase,the heritage and history of the club,and finally the clubs operating margins.Brand Finance Football 50 56Enterprise Value MethodologyThe perception of the league in which a team plays has a large influence on the value of the club.Brand Finance has conducted research across Europ

260、ean and emerging footballing markets to ascertain the perceptions of these markets on each of the leagues that feature within the annual football valuation study.1.League PerceptionsIn many cases the stadium in which a club plays is the most valuable asset for any football club.Naturally,by owning t

261、hat asset the football club becomes more valuable.Ownership of the stadium further allows the clubs to directly benefit from revenue generated at the ground whether that be in the form of matchday tickets,or concessionary items.2.Stadium OwnershipPlayers registrations(contracts)are another significa

262、nt asset for a football club.The modern game has seen many different business models emerge and has resulted in teams generating revenue through the acquisition and disposal of high-profile players.3.Squad ValueThe value of a football club is a directly related to the strength of its Brand.As footba

263、ll clubs extend beyond their local municipalities,into far reaching countries,searching for additional revenue and profits,it is the strength of their brand that attracts supporters,commercial sponsors,and ultimately differentiates one club from another.4.Brand StrengthFootball clubs are global bran

264、ds and businesses,with fanbases around the globe.Brand Finance research in emerging football markets such as America,India and China give insight into the global reach of football clubs in the modern era.The global reach of these football clubs can be leveraged for higher commercial revenue from glo

265、bal sponsors,and higher broadcasting revenue from a worldwide fanbase hungry to follow their favourite team.5.Global Reach FanbaseSponsors are not only interested in tapping into the global reach of football clubs but are also conscious of being associated with a club with rich heritage,and a succes

266、sful history behind its name.Therefore,fans perceptions of the clubs heritage in both home and overseas markets has been accounted for.6.Club HeritageClubs are first and foremost businesses.The objective of any business is to generate returns for their respective owners.With the advent of rules such

267、 a financial fair play,clubs can no longer rely solely on ownership investment to cover the increasing costs of players wages,technical staff and other expenditures in the modern game.7.Operating MarginBrand Finance Football 50 57Brand Enterprise Value Ranking4,906#24,311#34,301#44,032#64,065#53,079

268、#73,026#86,106#13,014#9GermanyFranceEngland2,519#10ItalySpainTop 10 Clubs by Enterprise Value(EUR m)Brand Finance Plc.2024MethodologyDefinitionsEnterprise ValueBranded Business ValueBrand ContributionMetaFacebookFacebookFacebook+Enterprise ValueThe value of the entire enterprise,made up of multiple

269、branded businesses.Where a company has a purely mono-branded architecture,the enterprise value is the same as branded business value.Brand Value+Branded Business Value The value of a single branded business operating under the subject brand.A brand should be viewed in the context of the business in

270、which it operates.Brand Finance always conducts a branded business valuation as part of any brand valuation.We evaluate the full brand value chain in order to understand the links between marketing investment,brand-tracking data,and stakeholder behaviour.+Brand ContributionThe overall uplift in shar

271、eholder value that the business derives from owning the brand rather than operating a generic brand.The brand values contained in our league tables are those of the potentially transferable brand assets only,making brand contribution a wider concept.An assessment of overall brand contribution to a b

272、usiness provides additional insights to help optimise performance.+Brand ValueThe value of the trade mark and associated marketing IP within the branded business.Brand Finance helped to craft the internationally recognised standard on Brand Valuation ISO 10668.It defines brand as a marketing-related

273、 intangible asset including,but not limited to,names,terms,signs,symbols,logos,and designs,intended to identify goods,services or entities,creating distinctive images and associations in the minds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance Football 50 59Definitions

274、Effect of a Brand on StakeholdersBrand StrengthBrand strength is the part of our analysis most directly and easily influenced by on pitch performance,publicity,and brand management.In order to determine the strength of a brand we have developed the Brand Strength Index(BSI).We analyse performance in

275、 three key areas:Marketing Investment,Stakeholder Equity,and finally the impact of those on Business Performance.Metrics within these categories include:stadium capacity,squad size and value,social media presence,on pitch performance,fan satisfaction,fair-play rating,stadium utilisation and revenue.

276、Following this analysis,each brand is assigned a BSI score out of 100,which is fed into the brand value calculation.Based on the score,each brand in the ranking is assigned a rating between AAA+and D in a format similar to a credit rating.SPONSORSHIP PARTNERSMERCHANDISING CHANNELSBROADCASTING&MEDIAP

277、LAYERSDIRECTORSTECHNICAL STAFFALL OTHER EMPLOYEESBRANDDEBT PROVIDERSINVESTORSEXISTING CUSTOMERSPOTENTIAL CUSTOMERSFANSBrand Finance Football 50 60Club Revenue Streams and ForecastingThis stream of revenue is made up of kit,shirt and other relevant sponsorship deals,in addition to merchandising and g

278、eneral commercial operations revenue.Sponsorship values and merchandise sales are strongly related to club performance,heritage,and global following.Commercial RevenueFocuses on the clubs ability to generate revenue from matchdays,which includes tickets,hospitality sales,and other associated sales.M

279、atchday revenue is further influenced by stadium size,utilisation,and average attendance.Matchday RevenueBroadcasting revenue is dependent on the broadcasting rights associated with participation in respective domestic leagues,knockout competitions,and regional competitions.Further to participation,

280、broadcasting revenues are positively influenced by strong performances on the pitch.Broadcasting RevenueBrand Finance Football 50 61What is Brand Value?Brand value refers to the present value of earnings specifically related to brand reputation.Organisations own and control these earnings by owning

281、trademark rights.All brand valuation methodologies are essentially trying to identify this,although the approach and assumptions differ.As a result published brand values can be different.These differences are similar to the way equity analysts provide business valuations that are different to one a

282、nother.The only way you find out the“real”value is by looking at what people really pay.As a result,Brand Finance always incorporates a review of what users of brands actually pay for the use of brands in the form of brand royalty agreements,which are found in more or less every sector in the world.

283、This is sometimes known as the“Royalty Relief”methodology and is by far the most widely used approach for brand valuations since it is grounded in reality.It is the basis for a public rankings but we always augment it with a real understanding of peoples perceptions and their effects on demand from

284、our database of market research on over 6000 brands in over 41 markets.Disclaimer Brand Finance has produced this study with an independent and unbiased analysis.The values derived and opinions produced in this study are based only on publicly available information and certain assumptions that Brand

285、 Finance used where such data was deficient or unclear.Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate.The opinions and financial analysis expressed in the report are not to be cons

286、trued as providing investment or business advice.Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body,government or organisation.Brand is defined as a bundle of trademarks and associated IP which can be used to take advantage of the percept

287、ions of all stakeholders to provide a variety of economic benefits to the entity.Brand Valuation MethodologyBrand Finance Football 50 621.Brand ImpactWe review what brands already pay in royalty agreements.This is augmented by an analysis of how brands impact profitability in the sector versus gener

288、ic brands.This results in a range of possible royalties that could be charged in the sector for brands(for example a range of 0%to 2%of revenue).We adjust the rate higher or lower for brands by analysing Brand Strength.We analyse brand strength by looking at three core pillars:“Inputs”which are acti

289、vities supporting the future strength of the brand;“Equity”which are real current perceptions sourced from our market research and other data partners;“Output”which are brand-related performance measures such as market share.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which fe

290、eds into the brand value calculation.Based on the score,each brand is assigned a corresponding Brand Rating up to AAA+in a format similar to a credit rating.2.Brand StrengthThe BSI score is applied to the royalty range to arrive at a royalty rate.For example,if the royalty range in a sector is 0-5%a

291、nd a brand has a BSI score of 80 out of 100,then an appropriate royalty rate for the use of this brand in the given sector will be 4%.3.Brand Impact x Brand StrengthWe determine brand-specific revenues as a proportion of parent company revenues attributable to the brand in question and forecast thos

292、e revenues by analysing historic revenues,equity analyst forecasts,and economic growth rates.We then apply the royalty rate to the forecast revenues to derive brand revenues and apply the relevant valuation assumptions to arrive at a discounted,post-tax present value which equals the brand value.4.F

293、orecast Brand Value Calculation credibilityBrand Valuation MethodologyBrand Finance Football 50 63Brand Strength MethodologyBrand Strength IndexMarketing InvestmentBusiness PerformanceStakeholder EquityWidely recognised factors deployed by marketers to create brand loyalty and market share.Perceptio

294、ns of the brand among different stakeholder groups,with customers being the most important.Quantitative market and financial measures representing the success of the brand in achieving price and volume premium.Analytical rigour and transparency are at the heart of our approach to brand measurement a

295、t Brand Finance.Therefore,in order to adequately understand the strength of brands we conduct a structured,quantitative review of data that reflect the Brand Value Chain of brand-building activities,leading to brand awareness,perceptions and onwards to brand-influenced customer behaviour.To manage t

296、he Brand Value Chain process effectively we create and use the“Brand Strength Index”(BSI).This index is essentially a modified Balanced Scorecard split between the three core pillars of the Brand Value Chain:Brand Inputs,Brand Equity and Brand Performance.Brand Finance Football 50 641.Attribute Sele

297、ction and WeightingAlthough we follow a general structure incorporating the three pillars(Brand Inputs,Brand Equity and Brand Performance),the attributes included are different depending on the sector.A brand strength index for a luxury apparel brand will differ in structure from an index designed f

298、or a telecommunications brand.An index for luxury apparel brand may emphasize the exclusiveness,word of mouth recommendation,and price premium,whereas an index for a telecommunications company may emphasis customer service and ARPU as important metrics.These attributes are weighted according to thei

299、r perceived importance in driving the following pillar:Brand Investment measures in driving Brand Equity;Brand Equity measures for Brand-Related Business Performance measures;and finally the relevance of Brand-Related Business Performance measures for driving business value.In order to convert raw d

300、ata in to scores out of 10 that are comparable between attributes within the scorecard,we then have to benchmark each attribute.We do this by reviewing the distribution of the underlying data and creating a floor and ceiling based on that distribution.Each brand is assigned a Brand Strength Index(BS

301、I)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding rating up to AAA+in a format similar to a credit rating.Analysing the three brand strength measures helps inform managers of a brands potential for future success.3.Benchmarking

302、and Final ScoringBrands ability to influence purchase depends primarily on peoples perceptions.Therefore,the majority of the Brand Strength Index is derived from Brand Finances proprietary Global Brand Equity Research Monitor research,a quantitative study of a sample of over 100,000 people from the

303、general public on their perceptions of over 4,000 brands in over 25 sectors and 37 countries.However,at Brand Finance we also believe that there are other measures that can be used to fill gaps that survey research may not capture.These include total investment levels for example in marketing,R&D,in

304、novation expenditure,that can a better guide to future performance than surveys.They also include online measures such as ratings by review sites and social media engagement that can give a more granular understanding of marketing effectiveness.Finally they also include real behaviour for example ne

305、t additions,customer churn and market share,to overcome the tendency for surveys to incorporate intended behaviour rather than real.Over a period of 3 to 4 months each year,we collect all this data across all the brands in our study in order to accurately measure their comparative strength.2.Data Co

306、llectionBrand Strength MethodologyBrand Finance Football 50 65Sport ServicesBrand Research What gets measured.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Research Analytics+Soft PowerAre we building our brands strength effectively?How do I track and develop my brand equity?How

307、 strong are my competitors brands?Are there any holes in my existing brand tracker?What do different stakeholders think of my brand?Brand Evaluations are essential for understanding the strength of your brand against your competitors.Brand Strength is a key indicator of future brand value growth whe

308、ther identifying the drivers of value or avoiding the areas of weakness,measuring your brand is the only way to manage it effectively.Questions we can help answer:Brand Finance Football 50 67Consulting ServicesMake branding decisions using hard dataBrand Finance Football 50 67In-depth external bench

309、marking comparisons against direct competitors across key KPIs through the Brand Strength Index framework.BenchmarkingDiagnose Brand Strengths&Weaknesses What is my brand known,and not known for?How do I leverage or optimize my brand position to grow brand value?Brand Associations&Market Positioning

310、Statistical correlation analysis to understand what is important in driving Brand Consideration,Reputation,Brand Strength and Value.Drivers AnalysisBrand Insights Make your brands business case.Consulting ServicesBrand Finance Football 50 68Brand Finance Football 50 69+Brand Impact Analysis+Tax&Tran

311、sfer Pricing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Investor ReportingBrand Valuations are used for a variety of purposes,including tax,finance,and marketing.Being the interpreter between the language of marketers and finance teams they provide structure for both to work together

312、to maximise returns.How much is my brand worth?How much should I invest in marketing?How much damage does brand misuse cause?Am I tax compliant with the latest transfer pricing?How do I unlock value in a brand acquisition?Questions we can help answer:Brand Valuation Make your brands business case.Co

313、nsulting ServicesOnce you understand the value of your brand,you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.Which brand positioning do customers value most?What are our best brand extension opportunities in other categorie

314、s and markets?Am I licensing my brand effectively?Have I fully optimised my brand portfolio?Am I carrying dead weight?Should I transfer my brand immediately?Is a masterbrand strategy the right choice for my business?+Brand Positioning +Brand Architecture+Franchising&Licensing +Brand Transition+Marke

315、ting Mix Modelling +Sponsorship StrategyQuestions we can help answer:Brand Strategy Make branding decisions with your eyes wide open.Consulting ServicesBrand Finance Football 50 70Sustainability and ESG have never been more important considerations for marketers,finance professionals,and the brands

316、they serve.Our sustainability services bring clarity,allowing you to make the right decisions to add value,protect yourself from risk,and do the right thing.+Perceptions Evaluation and Tracking +Sustainability ROI Analysis +Competitor Insights and Positioning Recommendations +Materiality Exercises +

317、Stakeholder Engagement and Workshops +Sustainability Reporting and Disclosure Support How important is sustainability in driving the choices of customers,employees,and investors?Which sustainability issues are most relevant to my brand?How sustainable is my brand perceived to be versus competitors?W

318、hat is the potential value of enhancing perceptions?Could value be at risk?If so,how much?How do I secure investment or budget allocation?How do I improve performance and perceptions?Questions we can help answer:Brand Sustainability Understand perceptions and align them with performance.Consulting S

319、ervicesBrand Finance Football 50 71Sponsorships are often amongst the most extensive,influential,and expensive brand building activities a company can undertake.We use the same techniques applied in brand valuation,such as research,financial modelling,and strategic analysis.This approach helps marke

320、ting and finance managers to understand the effectiveness of sponsorships and maximise ROI.Advertising equivalency,and traditional research interpretation of sponsorships,fails to adequately address key questions around brand building and value creation.Brand Finance takes a broader view to understa

321、nd sponsorships in the context of achieving brand and business objectives.Can I develop a sponsorship strategy to match commercial objectives?Is the partnership a good fit?What is the short-term impact on business performance?What impacts there on long-term brand building metrics?What is my financia

322、l return from the sponsorship investment?Should the partnership be renewed,and if so,at what price?How does my sports partnership compare to the market?Questions we can help answer:Sponsorship ServicesMaximise value from your sponsorships.Consulting Services+Sponsorship Strategy+Partnership Opportun

323、ity Analysis+Return on Investment Analysis+Partnership Tracking+Sports Investment Due Diligence+Sponsorship Prospectus building+Activation Measurement&StrategyBrand Finance Football 50 72League&Club ServicesBrand Finance offers a wide range of Sports Services which can be tailored to meet specific n

324、eeds and outcomes.Some are developed directly from this reports analysis,and some are bespoke to each scenario.Football Fan ResearchDesign and manage bespoke research or review existing football fan research programmes.Access to existing Brand Finance annual football research.Competitor/Peer Benchma

325、rking How is your brand/league performing against its peers/competitors in your respective markets?13Sponsorship&Activation StrategyUse sponsorship tracking to drive strategy and future relationships with the rights holder,and the activations used to maximise their partnership effectiveness.Sponsors

326、hip Prospectus A strong sponsorship prospectus can elevate a leagues offering above that of the competition and professionalise the commercial strategy.794Partnership Tracking Continuous research to track the reach and effectiveness of sponsorship activities.This is an invaluable service to partners

327、,and a must have to professionalise the partnership offering.6Brand Strategy&Positioning Help develop brand strategy to drive growth and achieve business goals.Positioning of the League within the context of the market it operates in.Brand EvaluationUnderstanding what drives Brand Strength and highl

328、ighting how this can be improved is key to secure a successful long-term commercial future.2Sponsorship Return on Investment Are existing sponsors seeing a good return on investment?Sponsorship opportunity analysis&Comparable Deal Benchmarking.85Brand&Business ValuationBrand and Business valuation s

329、ervices for M&A/Sale and Fundraising purposes.Brand Finance Football 50 73Brand Dialogue Limited is a member of the Brand Finance Plc Group.With strategic planning and creative thinking,we develop communications plans to create dialogue with stakeholders that drives brand value.Our approach is integ

330、rated,employing tailored solutions for our clients across PR and marketing activations,to deliver strategic campaigns,helping us to establish and sustain strong client relationships.We also have a specific focus on geographic branding,including supporting nation brands and brands with a geographical

331、 indication(GI).Brand Dialogue Services+Brand&Communications Strategy+Campaign Planning+Market Research&Insights+Media AnalysisResearch,Strategy&Measurement+Promotional Events+Conference Management+Native Advertising+Retail MarketingMarking&Events+Crisis Communications+Brand Positioning&Reputation+C

332、orporate Social Responsibility+Geographic BrandingStrategic Communications+Press Releases+Bespoke Publications,Blogs&Newsletters+Marketing Collateral Design+Social Media ContentContent Creation+Media Relations+Press Trips&Events+Strategic Partnerships&Influencer Outreach+Social Media ManagementPubli

333、c Relations&C+6,000 brandsOriginal market research on global,market and sector leading brands.Comprehensive coverage for market specific learnings that inform decision making.41 countriesBenchmark your brand against competitors and leverage industry level insights to empower your strategy.31 sectorsRobust market representation for a global perspective.+150,000 respondentsTake a longer view to trac