Brand_Finance-最具价值和实力的足球俱乐部品牌年度报告（英文）-2021.5-36页_18mb

Summary of Brand Finance Football 50 2021

Core Content

The Brand Finance Football 50 2021 report provides a comprehensive analysis of the most valuable and strongest football club brands globally, based on brand value and enterprise value. It highlights the impact of the European Super League (ESL) fiasco, the effects of the Covid-19 pandemic, and the market dynamics influencing brand strength and commercial performance across major leagues.

Main Points

Top 10 Most Valuable Football Club Brands

1. Real Madrid – €1,276m (down 10.1% from 2020)
2. Barcelona – €1,266m (down 10.4%)
3. Manchester United – €1,130m (down 14.0%)
4. Manchester City – €1,118m (down 0.6%)
5. Bayern Munich – €1,068m (up 1.1%)
6. Liverpool – €973m (down 22.9%)
7. PSG – €887m (down 8.2%)
8. Chelsea – €769m (down 19.0%)
9. Tottenham – €723m (down 7.7%)
10. Arsenal – €675m (down 6.2%)

The ESL fiasco had a significant impact on the brand values of the 12 founding clubs, leading to an average decrease in the Brand Strength Index (BSI) of -3.0 points. This caused a €606 million reduction in total brand value, equivalent to 6% of the combined value of these clubs.

Enterprise Value Rankings

• Bayern Munich topped the enterprise value list with €3,606m, up 8% from the previous year.
• Real Madrid, Manchester United, Liverpool, and Manchester City followed in the top five.
• Bayern Munich also achieved the AAA+ brand rating, the highest possible, due to its strong brand strength and performance.

League Representation

• The English Premier League had the most representation in the top 50 with 18 clubs, accounting for 43% of the total brand value.
• LaLiga had 7 clubs, contributing 20.3% of the total brand value.
• Bundesliga had 12 clubs, making up 18.9% of the total brand value.
• Serie A had 6 clubs, contributing 8.4%.
• French Ligue 1 had 3 clubs, with PSG, Lyon, and Marseille.
• Netherlands, Russia, and Portugal each had 1 club in the top 50.

Brand Value by Country

Impact of ESL and Pandemic

• The ESL project was widely criticized and led to the suspension of operations, with nine founding members leaving the project.
• The negative sentiment surrounding the ESL significantly affected the brand strength and value of the 12 clubs involved.
• The Covid-19 pandemic caused a 11.2% decline in average brand value across the top 50 clubs, compared to a 2.2% drop in 2020.

Key Growth in Brand Value

• Zenit St Petersburg saw the largest increase in brand value, up 35% to €135m, due to a commercial deal with Gazprom and consistent performance.
• Aston Villa and Leeds also experienced significant growth, up 28% and 26% respectively, as they secured strong positions in the Premier League.

Conclusion

The Brand Finance Football 50 2021 report underscores the importance of brand strength and enterprise value in football clubs. Despite the challenges posed by the ESL fiasco and the pandemic, Bayern Munich emerged as the strongest brand and highest enterprise value club. The report also highlights the continued dominance of European clubs in the global football brand landscape, with England leading in brand value. Clubs are now looking forward to the 2021/22 season with hopes of recovering from the financial and reputational damage caused by the pandemic and the ESL controversy.