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ESL

BRAND FINANCE FOOTBALL 50/2021

The failed European Super League (ESL) project has dented the brand strength of the 12 founding clubs and knocked over €600 million off their total brand value, according to the latest Brand Finance Football 50 report, which ranks the top 50 most valuable and strongest football club brands in the world every year.

The ESL announcement visibly damaged the brand strength of the 12 clubs involved, causing an average decrease in their Brand Strength Index (BSI) score of -3.0 points.

The Brand Strength Index (BSI) is a balanced scorecard of brand metrics used by Brand Finance to benchmark the power of brands to drive success for the business. For football clubs, this scorecard includes market research among fans, rating clubs across a range of attributes, including strong heritage, the club is well run, and the owners care for the fans.

As well as damaging the strength of the 12 founding clubs’ brands, the ESL proposal has also knocked €606 million off the total brand value of the clubs, equating to a 6% year on year decrease. Weaker brands see reduced forecasts for their commercial and sponsorship success.

Before the plans collapsed, Brand Finance calculated that the ESL could have stripped €2.5 billion – or 25% of the total – in brand value from the 12 clubs. Although much of this damage has been averted, the impact on the perceptions of all stakeholders is still significant.

The results can already be seen, with Liverpool losing the sponsorship of Tribus Watches and Manchester United being said to have missed out on a £200 million deal from locally based The Hut Group.

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