2017足球50强品牌报告（英文版）_19页_11mb

Football 50 2017 Summary

Core Content

The Football 50 2017 report, published by Brand Finance, ranks the world's most valuable football brands based on the Royalty Relief approach. This method estimates the brand's value by applying a royalty rate to forecasted revenues, then discounting to a net present value (NPV). The report provides insights into brand strength, revenue streams, and commercial performance across global football clubs.

Key Points

Brand Value and Strength

• Manchester United FC is the most valuable football brand in 2017, with a brand value of $1.733 billion, up 48% from 2016.
• Real Madrid CF ranks second with $1.419 billion, surpassing Barcelona for the first time.
• FC Barcelona drops to third with $1.418 billion, maintaining its high brand strength rating of AAA+.
• Chelsea FC and FC Bayern Munich show significant growth, with brand values of $1.248 billion and $1.222 billion, respectively.

Methodology Overview

Brand Finance evaluates brand strength using the Brand Strength Index (BSI), which considers:

• Brand Investment
• Brand Equity (emotional connection with stakeholders)
• Commercial Performance (revenue generation)

The BSI score is then applied to sector-specific royalty rate ranges to determine the brand value.

Main Viewpoints

• Brand Value vs. Brand Strength: While brand strength reflects a club's popularity and influence, brand value depends on revenue generation. A strong brand with low revenue may not have the same value as a weaker brand with higher earnings.
• Commercial Strategy: Clubs with strong commercial strategies, such as Manchester United and Chelsea, benefit from higher brand values. United’s enduring reputation and broad commercial deals are key to its dominance.
• Growth Opportunities: Clubs like Newcastle United FC and Tottenham Hotspur FC show impressive growth, with brand values increasing by 92% and 58%, respectively. This highlights the importance of off-pitch strategies in brand value enhancement.
• Geographic Influence: The Premier League dominates the list, with six of the top ten brands. The league's broadcasting rights and market reach significantly boost club revenues and brand value.
• Brand Leverage: Clubs like Real Madrid and Juventus have strong brands but have not fully leveraged them for commercial success. Real has a $1.419 billion brand value but trails Manchester United due to less effective commercial deals.

Key Information

• Top 10 Most Valuable Brands (USDm):

  1. Manchester United FC - $1733m (+48%)
  2. Real Madrid CF - $1419m (+24%)
  3. FC Barcelona - $1418m (+43%)
  4. Chelsea FC - $1248m (+61%)
  5. FC Bayern Munich - $1222m (+41%)
  6. Manchester City FC - $1021m (+13%)
  7. Paris Saint-Germain - $1011m (+28%)
  8. Arsenal FC - $941m (+10%)
  9. Liverpool FC - $908m (+21%)
  10. Tottenham Hotspur FC - $696m (+58%)

• Top 10 Most Powerful Brands:

  • These are ranked by Brand Strength Index (BSI), with scores ranging from 96.1 (Real Madrid) to 84.8 (Liverpool FC).

• Notable Trends:

  • Premier League clubs dominate the list, with Manchester United and Chelsea leading in brand value.
  • Real Madrid and Juventus have strong BSI scores but underperform in brand value due to limited commercial leverage.
  • Newcastle United becomes the fastest-growing brand in the list, showing 92% growth in brand value.
  • Tottenham Hotspur and Chelsea are highlighted for their successful commercial strategies and improved brand value.

• Geographic Distribution:

  • England & Wales leads with $9.3 billion in brand value, representing 45.7% of the total.
  • Germany comes second with $4.1 billion (20.3%).
  • Spain ranks third with $3.8 billion (18.3%).
  • France and Italy follow with $1.6 billion and $1.4 billion, respectively.

Conclusion

The Football 50 2017 report underscores the importance of both on-pitch performance and off-pitch commercial strategy in determining a football club's brand value. While Real Madrid and Barcelona remain top in brand strength, Manchester United and Chelsea lead in brand value due to their effective commercial strategies. Clubs outside the Premier League, such as Bayern Munich and Juventus, also show significant growth but have room for improvement in leveraging their brand equity. The report highlights the potential for emerging markets, such as China, to influence brand value and emphasizes the need for clubs to invest in global branding and partnerships.