2017足球50强品牌报告（英文版）_21页-11mb

Summary of Brand Finance Football 50 2017

Core Content

The Brand Finance Football 50 2017 report ranks the top 50 football clubs by their brand value, highlighting the importance of brand management in generating revenue for clubs of all sizes. The report emphasizes that brand value is not only a reflection of on-pitch performance but also of off-pitch strategies, including commercial deals, fan engagement, and brand equity. It outlines the methodology used to calculate brand values and discusses how clubs can leverage their brand to maximize financial returns.

Main Points

• Brand Value Importance: Clubs must recognize the value of their brand as a key revenue driver, not just a marketing tool. Strong brands can generate substantial income through sponsorship, merchandising, and broadcasting.

• Methodology Overview: Brand Finance uses the Royalty Relief approach to calculate brand values. This involves:

  1. Assessing brand strength via the Brand Strength Index (BSI), which considers brand investment, emotional connection, and commercial performance.
  2. Splitting revenue into three streams: match-day, broadcasting, and commercial.
  3. Applying a royalty rate to forecast revenues, then discounting to a net present value (NPV) to determine brand value.

• Top Brands by Value:

  • Manchester United FC holds the top spot with a brand value of $1,733 million, up 48% from 2016.
  • Real Madrid CF is the second most valuable brand at $1,419 million, up 24%.
  • FC Barcelona ranks third at $1,418 million, up 43%.
  • Chelsea FC is fourth at $1,248 million, a significant 61% increase.
  • FC Bayern Munich is fifth at $1,222 million, up 41%.

• Top Brands by Brand Strength:

  • Real Madrid CF leads with a BSI score of 96.1.
  • FC Barcelona follows with a BSI score of 95.4.
  • FC Bayern Munich is third with a BSI score of 92.1.
  • Tottenham Hotspur FC and Manchester City FC also score highly, with BSI scores of 91.4 and 90.5, respectively.

• Key Revenue Streams:

  • The Premier League continues to dominate with the highest brand value, accounting for 45.7% of the total.
  • Germany's Bundesliga contributes 20.3%, Spain's LaLiga 18.3%, France's Ligue 1 7.6%, and Italy's Serie A 6.6%.
  • Clubs outside the Premier League, such as Bayern Munich and Juventus, have shown strong growth, especially due to increased commercial deals and brand exposure.

• Strategies for Brand Growth:

  • Clubs are advised to focus on improving match-day experience, retail opportunities, and fan engagement as effective ways to boost brand value.
  • Investment in China is highlighted as a key opportunity for European clubs, with Bayern Munich launching a Shanghai office and Real Madrid having significant popularity in the region.
  • Sunderland's relegation and Aston Villa's Championship stay show the impact of league status on brand value.

• Brand Equity and Commercial Success:

  • While Real Madrid and Juventus have strong brand equity, they have not fully capitalized on it for commercial success.
  • Manchester United has been successful in converting brand strength into revenue through strategic partnerships and global reach.
  • Chelsea and Tottenham have made significant strides with new sponsorships and stadium expansions.

Key Information

• Brand Finance's Role: As a leading brand valuation consultancy, Brand Finance provides insights into brand value and strategy, helping clubs understand their financial potential.
• Brand Contribution: It represents the uplift in shareholder value due to brand ownership, which can be a significant factor in a club's overall financial performance.
• Challenges: Clubs must balance on-pitch performance with off-pitch brand management to maximize their financial returns. The report also notes the importance of addressing issues like hooliganism, racism, and homophobia to maintain brand reputation, especially in emerging markets.

Conclusion

The Brand Finance Football 50 2017 report underscores the importance of brand value in football, highlighting that clubs with strong brand equity can generate substantial revenue through multiple streams. It provides a detailed ranking of the most valuable football brands, emphasizing the need for clubs to invest in both on-pitch and off-pitch strategies to maintain and grow their brand value. The report also highlights the opportunities for clubs to expand into new markets, such as China, and the risks associated with poor brand management and social issues.