A study by the London School of Marketing square at the top Real, United, Barca and City. All well over two billion Euros. Four Italian Ranked dream team: Juve, Milan, Inter and Napoli
The lion’s share of the do – but from? – The Premier League club. In the survey signed by the London School of Marketing teams of European football will stand out the most valuable fact eight out of twenty. In the first place there is however Real Madrid, whose weight is estimated at about 2.6 billion Euros. At the same level, with the difference of a few tens of millions of less, you will square Manchester United. Just below, without slipping from the threshold of 2.6 billion, the unstoppable Barcelona Luis Enrique. As well as the Manchester City of Pellegrini.
Overall, the evaluation of the five British clubs in the top ten (along with us are precisely the Citizens United, Chelsea, Arsenal and Liverpool) is around 7.8 billion euro. On the Italian Juventus and Milan manage to squeeze in the list of top ten companies with a value estimated by the survey, respectively 700 and 647 million Euros. The teams led by Allegri and (not for long, pawing Marcello Lippi) Mihajlovic arrive after Bayern Monaco (estimated 1.9 billion EUR) and the British trio already mentioned, moving between 1.1 billion (Chelsea) 820 million euro (Liverpool).
These market valuations, which rose to a total of over 21 billion euro considering the entire top 20 is completed by Borussia Dortmund, Paris Saint-Germain, Tottenham, Schalke 04, Inter (estimated 366 million euro), Atletico Madrid, Naples (about 300 million euro), Newcastle, West Ham and Galatasaray. In the end it is eight British teams, four Italians, three Spaniards, three Germans, one French and one turkish.
To push the value of the club, and therefore revenues, are four key factors: investment, partnerships with large commercial brands, the large community of fans, and of course the popularity of individual players, real economic assets that are then purchased not only for their technical contribution. A mix that English clubs have understood for many years and for the first (of all the United).
But there is another element: the revenues generated from television rights. It is no coincidence that the team of the Barclay’s Premier League dominate this special chart: go-monstre strong agreement with Sky Sports and BT Sports, signed last February by nearly 7 billion euro for the period 2016-2019 to be divided between clubs. An increase of 70% compared to the previous three-year period that raises the Premier – beyond the results on the ground – on another level than La Liga, Serie A and Bundesliga. In Italy the three-year period 2015-2018 has been assigned to EUR 2.8 billion, much less than half.
From the point of view of the brand “football clubs offer unique marketing opportunities – said Jacques de Cock of the London School of Marketing – as are five different strands promotional advantage.” In short, the clubs are carriers arriving global television audience, but that their effects are felt even on the fan base, trademark and corporate on entertainment. That’s why in some way bind to one of the top twenty clubs in the Old Continent “is one of the most profitable marketing opportunities.” Even the recent scandals in the international federations seem to have hit the sector.
And if several clubs such as Manchester City and Paris Saint-Germain have linked their economic success to the fresh and massive resources of Arab investors or other latitudes, several clubs have taken different paths. Just think of the shareholding spread of Real Madrid, Barcelona and Bayern Monaco.