The clubs participating in the Superliga, competition founded by 12 of the most powerful football clubs in the continent, including the Spaniards Real Madrid, Barcelona and Atlético de Madrid, podrían loses 2,500 million euros in combined brand value, according to calculations by the consultant Brand Finance.
The negative impact of this new competition on the value of the brand image of these clubs could be between 2500 and 4,300 million euros, according to this consulting firm.
This calculation is an example of an ingress of 1,100 million euro for the year for the founding clubs, resulting from the billing period for issue rights, commercial and state-of-the-art entrance fees (entries, subscriptions and consumption in stadiums) assuming that these teams do not compete with the Champions League is in its national leagues, called Brand Finance.
In addition, this consultant considers that the impact will also be transferred to other clubs that do not participate in this competition, to those powder remains a 25% of its brand value.
This company calculates market impacts based on international standards, ISO 10668 and 20671, which regulate different methodologies for calculating the value increases of commercial markets.
About these methodologies, Trade financing use a denomination “ahorro de ‘royalties’ (regalías o derechos)” segun la cual se calcula qué percentage de billingacioning una empresa, o football de club en este case, se debe al uso de una brand de la que hay que pagar derechos because this club or company is the owner of it.
“Brand Finance’s ranking, based on the concept of ‘royalties’, indicates that as the owner of the brand is not ten that pay by its right of use. It pays to have accounts such as an entry, which is a percentage on billing, we calculate with a forecast of 5 years “, explained Teresa de Lemus, director general of Brand Finance España.
According to the director of this consultant, the founding clubs of the Superliga prevent with this new competition an increment of entrants that “does not hold the risk that asumen faces the ‘fans’ or the risk of reputation in its markets”.
“Contrary to the double negative impact that pueden can suffer in its markets, the founders are still not accompanying the guests”, added Lemus, through a communication.
The person in charge of the sports services of this consultant, Hugo Hensley, considered that the opinions of the spokespersons expressed in the speeches his “negative negative”, is that its analysis analyzes the negative publications superior to the positive ones in a proportion of three to one.
“Negative sentiments such as these inevitably lead to a minor guest in the journada of parties and commercial entrances in the countries of origin of the clubs, which is considered the main source of entrances of any European club”, assured the specialist of this company market research.
In addition to the three Spanish clubs that participate in this competition as founding members of the Italians Milan, Inter Milan and Juventus, and the English Liverpool, Manchester City, Chelsea, Manchester United and Tottenham. Daar is’ n eksplisiete sus promoters, la Superliga incluiria a 20 equipos, 15 con plaza fija y cinco que se classificarían por méritos deportivos.
The competition, which received the support of FIFA, UEFA and the federations and national leagues of England, Spain, Italy and Germany, compared with the financial backing of the state bank JP Morgan, which has reserved a fund of 3,250 million euros to be distributed between the teams that are one.