Brand Finance-2019足球品牌50强（体育）（英文）-2019.5-34页.pdf

Football 502019The annual report on the most valuable and strongest football brandsMay 20192 Brand Finance Football 50 May 2019Brand Finance Football 50 May 2019 3Contents.About Brand Finance2Get in Touch2Brand Finance Football Annual 20194Foreword6Executive Summary8Brand Finance Football 50(EUR|GBP|USD m)16Brand Finance Football 50 Strongest Brands18Brand Finance Football 50 Enterprise Value19Brand Valuation Methodology20Enterprise Value Methodology22Brand Strength Methodology23Methodology Venue Performance Rating by BuroHappold24Top 10 Profiles26Football Fan Research36Market Research Report39The Real Story40Football Sponsorship44On The Move:The Changing Face of Football Consumption48The Evolving Role of Stadia54Sponsorship Services56Sports Services57Sports Services Clients58Consulting Services60Communications Services61Definitions62Brand Finance Network64Brand Finance is the worlds leading independent brand valuation consultancy.Brand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 20 years,we have helped companies and organisations of all types to connect their brands to the bottom line.We pride ourselves on four key strengths:+Independence+Technical Credibility+Transparency+ExpertiseWe put thousands of the worlds biggest brands to the test every year,evaluating which are the strongest and most valuable.Brand Finance helped craft the internationally recognised standard on Brand Valuation ISO 10668,and the recently approved standard on Brand Evaluation ISO 20671.For business enquiries,please contact:Bryn AndersonDFor media enquiries,please contact:Konrad JagodzinskiCommunications DFor all other enquiries,please contact:+44(0)207 389 9400For more information,please visit our website: Brand Finance.Get in Touch.Global Forum the Value of Geographic Branding 2 April 2019 Join us at the Brand Finance Global Forum,an action-packed day-long event at the Royal Automobile Club in London,as we explore how geographic branding can impact brand value,attract customers,and infl uence key stakeholders.Brandirectory The worlds largest brand value database.Visit to see all Brand Finance rankings,reports,and whitepapers published since 2007.4 Brand Finance Football 50 May 2019Brand Finance Football 50 May 2019 5Top Tier Football Club BrandsSponsoring BrandsIndustry Specific BrandsPublication Date August 19FormatHardback Pages 200Paper Weight130g/m2Dimensions27352.5 cmThe Brand Finance Football Annual 2019 is a 200 page hard-back coffee table book which goes into detail on a range of topics including:club brand performance insights,brand rankings,sponsorship effectiveness rankings,stadia rankings,player valuation analysis,thought leadership insight on the economics of football and sponsorship from industry experts,interviews and detailed brand profiles.The Annual represents an impressive go-to source of football brand,marketing and finance information.The books can come with a personalised book dust jacket with your brand identity,they can be shared internally,with colleagues and clients,with external stakeholders,either gifted or strategically placed in executive boxes for example.Collaboration with the Annual provides opportunities for a brand to:+Communicate the success of your brands performance if featured in the Brand Finance 2019 study.+Opportunity to share thought leadership within the industry.+Platform to promote awareness of sponsorship activities within Football+Opportunity to promote a particular initiative or activity undertaken by the club or sponsor+Platform to promote awareness of sponsorship opportunities+Promote successful association with a commercial partner brand/sFor more information on how to contribute to the book this year,please email Xavier Warburton().Brand Finance Football Annual 2019.Brand Finance Football Annual 2019.Standard Book On Sale in AugustPersonalised Dust Jackets(Get in touch for Details)Gift Boxes Available6 Brand Finance Football 50 May 2019Brand Finance Football 50 May 2019 7Bryn AndersonDirector,Brand FinanceForeword.As we begin to draw the curtain on another exhilarating season of football,Brand Finance looks at the biggest club brands and how they have performed across a number of metrics,both financial and non-financial.In this,the 14th year of the Brand Finance Football 50 report,Real Madrid(1.8 bn)has overtaken Manchester United to become the worlds most valuable football club brand.The clubs recent performances saw them crowned a record 3rd successive Champions League winner in the 2017-18 season and the club turned over record revenues of 750.9m.In 2019,we have also decided to expand our Football 50 Report,by producing the inaugural Brand Finance Football Annual 2019.The Annual will be a detailed study in the form of hard-back book and will consist of in-depth analysis and highlights.Please refer to the previous page regarding the Football Annual for further information and/or contact Brand Finance for further informationReal Madrid has also captured the title as the worlds strongest brand eclipsing Barcelona who had previously held pole position.The biggest climbers in terms of brand strength are Manchester City which comes as no surprise as they recently secured a consecutive Premier League title and are on-track to complete the domestic treble.With the help of BurroHappold,the firm responsible for the engineering behind Tottenham Hotspurss new stadium as well as various other world class arenas,Brand Finance has taken a closer look at the impact of Stadiums in determining a clubs brand strength.This year,Brand Finance has also extended its global fan research efforts beyond the key developing football markets of China,India and the United States to the mature football markets of the UK,Spain,Germany and France.Whilst the big European football leagues continue to be the dominant forces in global football,intra-league competition is arguably greater than ever.Sponsorship deals continue to soar with the addition of sleeve sponsors in the Premier League offering another lucrative channel of generating sponsorship revenues for clubs.Furthermore,despite Pumas deal coming to an end with Arsenal,they have agreed a 10-year deal with league champions Manchester City for a total of 650m which would represent one of the largest deals in football,only behind the likes of Barcelona,Manchester United and Real Madrid.Brand Finance has added additional substance to the club valuations this year through determining enterprise values for the top 50 football clubs.The Enterprise Valuations adds additional context to the Brand Valuations and illustrates the roles that the brand plays in generating value for the stakeholders of the club,particularly the investors.In terms of enterprise value,Real Madrid is the most valuable club in the world,closely followed by Barcelona and Manchester United.Ultimately these 3 clubs have the strongest brands within the study,and are using these brands to great effect,not only to generate higher revenues year on year,but more importantly to generate a profit for their shareholders.Brand Finance aims to provide a mutually understood language for football clubs commercial,marketing and finance teams.Through better understanding their brands,clubs can leverage them to capitalise on commercial opportunities to guide them in future strategic decision making.Furthermore,Brand Finance aims to assist and guide corporate brand sponsors who are looking to evaluate the opportunities and potential returns of engaging in sponsorship deals.I trust that this report is both interesting and useful,and I look forward to continuing the conversation with you in the near future.Real Madrid Retake Crown as Worlds Most Valuable Football Brand.+Real Madrid knock Manchester United off the top spot of the Brand Finance Football 50 ranking to become 2019s most valuable club brand at 1.646 billion.+Real Madrid also triumph as the strongest football brand,the club has the highest enterprise value in the world of football,and the Santiago Bernabu tops the stadia performance ranking.+The Premier League is the most widely followed national competition across key European markets,as English clubs dominate the ranking with 17 entrants and 43%of total brand value.Bundesliga follow closely with 13 clubs but rank behind LaLiga for combined brand value.+Wolverhampton Wanderers are the most valuable new entrant to the Brand Finance Football 50 this year,ranked 28th above Ajax,Sevilla,and Celtic.8 Brand Finance Football 50 May 2019Brand Finance Football 50 May 2019 9Executive Summary.Real Madrids reign Real Madrid have retaken the crown as the worlds most valuable football brand,according to the latest report by Brand Finance,the worlds leading independent brand valuation consultancy.With a brand value of 1.646 billion,the club is ahead of a peer group of 1 billion-plus brands that includes Manchester United(1.472bn),Barcelona(1.393bn),Bayern Munich(1.314bn),Manchester City(1.255bn),and Liverpool(1.191bn).The six clubs account for over 40%of the overall brand value in the Brand Finance Football 50 ranking of the sports most valuable brands,underlining the concentration of wealth and the creation of a set of“super clubs”.Real Madrid returned to the top of Brand Finances ranking after almost a decade since it last held the title in 2010.The clubs brand value has grown 27%since last year,an increase partly attributable to the club winning a fourth UEFA Champions League in five years in 2018.The club became the first in the world to break the 750 million barrier in revenues in 2017-18.Their commercial monies totalled 356 million,close to 50%of overall revenues,making them the highest generator of cash from this income stream.Real Madrid also possesses the strongest football club brand,with a Brand Strength Index(BSI)score of 95.5 out of 100,marginally ahead of their fierce rivals Barcelona(BSI 95.4).Top 10 Most Valuable Brands12019:2018:21,646m1,297m+26.9%222019:2018:11,472m1,562m-5.8%132019:2018:31,393m1,246m+11.8%042019:2018:41,314m1,159m+13.3%052019:2018:51,255m1,097m+14.4%062019:2018:61,191m992m+20.0%072019:2018:7968m985m-1.8%082019:2018:9914m753m+21.3%292019:2018:8885m893m-0.8%1102019:2018:10758m630m+20.4%0Executive Summary.Real Madrid have shown this year who truly reigns supreme in the world of football.They triumph not only as the most valuable and strongest brand but their enterprise value and stadium are also ranked second to none.The most successful club in the history of European football is finally reaping the benefits of decades of spectacular on-and off-pitch performance.Bryn AndersonDirector,Brand FinanceTop 10 Strongest Brands12019:2018:295.5AAA+96.2AAA+222019:2018:195.4AAA+96.7AAA+132019:2018:493.5AAA+93.1AAA+242019:2018:392.1AAA+94.6AAA+152019:2018:591.0AAA+92.2AAA+062019:2018:988.7AAA88.6AAA272019:2018:688.0AAA90.4AAA+182019:2018:787.3AAA89.5AAA+192019:2018:886.8AAA88.9AAA2018:1102019:1084.3AAA-85.5AAA0-0.7-1.3+0.4-2.5-1.2+0.1-2.3-2.3-2.1+1.210 Brand Finance Football 50 May 2019Brand Finance Football 50 May 2019 11Spurs race ahead Liverpool and Tottenham Hotspur are flying the flag for English football this year having reached the final of the UEFA Champions League.Both clubs improved their brand value by 20%to 1.191 billion and 758 million respectively,the highest growth rates in the top 10 after Real Madrids 27%and Paris Saint-Germains 21%.Tottenham in particular continue to win plaudits for their commitment to a progressive style of football and youth development.While their new 62,000-capacity home ground was being built,Tottenham were playing at Wembley,which provided the opportunity to grow matchday revenues.Their new stadium should enable them to maintain momentum in this income stream as well as monetise new state-of-the-art facilities through other non-football events.Their financial position was highlighted by record post-tax profits of 131 million in 2017-18,but their success in Europe in 2018-19 should allow the club to further invest in its playing resources and strengthen their ability to compete at the highest level.Wolves wander up the ranks While the ranking of the top clubs shows little change to 2018,one of the rising stars are Wolverhampton Wanderers,who returned to the Premier League in 2018 after an absence of six seasons.Wolves,a club with a rich heritage,ranks 28th in the table with a brand valuation of 187 million,and their impressive performance in 2018-19 and the benefits of Premier League membership should create a positive growth trajectory.This season,the club enjoyed their highest attendances at their Molineux ground for almost 50 years.Wolves are owned by Fosun International,which has close links with high-profile agent Jorge Mendes.They have leveraged these relationships to build a strong,attack-minded team of talented players as well as broaden the clubs franchise in China and develop an innovative focus on eSports.Premier appeal The ascendancy of Wolves and the strong presence of English clubs in the Brand Finance Football 50 17 clubs highlights the enduring financial power of the Premier League.The Premiers TV broadcasting revenues outstrip all the other major European leagues-2.9 billion versus LaLigas 1.2 billion in 2017,while commercial revenues are more than double the income of Serie A or Ligue 1.The Premier League is also the most widely followed league across Europes main football markets,according to Brand Finances original fan research.The Premier League is deemed to have a“superior atmosphere”and a“greater level of competitiveness”than other national competitions.However,the Premier League did not score highest on all metrics as LaLiga is thought to have more“star players”and“world class clubs”than the Premier League.By recent standards,the club did not have a successful season in 2018-19,losing the UEFA Champions League title and failing to replace their talismanic forward,Cristiano Ronaldo,who moved to Italys Juventus.On a positive note,they announced an ambitious redevelopment programme for their stadium.In addition,Santiago Bernabu is already ranked number#1 among the stadia of the worlds top 50 football club brands as per BuroHappolds Venue Performance Rating which forms part of Brand Finances Brand Strength Index(BSI)scorecard.Malaise in Manchester Real Madrids return to the top pushes Manchester United into second place,as the Red Devils brand value declined for the first time since 2016,from 1.562 billion last year to 1.472 billion(a 6%drop)in 2019.Manchester United have disappointed in recent years on the playing field both in the Premier League and in the UEFA Champions League.Public perceptions of the brand have deteriorated as Manchester United ranks only 18th among the sample of the worlds top clubs with regards to“playing exciting football”,as revealed by Brand Finances original fan research.In the 2018-19 season,the club reached the quarter-final stage of the Champions