The world’s leading independent brand valuation consultancy Brand Finance, has compiled their annual Football 50 report on the most valuable and strongest football brands.
Liverpool have been ranked sixth in the Top 10 Most Valuable Brands and are fifth in the Top 10 Strongest Brands, giving them an overall combined ranking of sixth this season with the brand value being worth EUR 1,191 billion. This underpins the great work that has been done by Fenway Sports Group and Jürgen Klopp with the club now having reached three finals under Klopp since 2015-16.
Liverpool as a brand grew by 15% in the 2017-18 season to EUR 1,1 billion which was largely in part to their successful return to the European stage. The club also had the largest increase in revenue among the overall top ten with an increase of 21% to EUR 514 million with broadcasting making up around half of that total. With Philippe Coutinho’s sale to Barcelona in January 2018 the club yielded an initial fee of EUR 142 million and posted a world record pre-tax profit of EUR 145 million.
According to the report the Liverpool are reputed to have 700 million fans worldwide with a significant percentage based in Asia and are continuing to expand their reach into the United States and Asia by establishing various brand partnerships.
Although Real Madrid have usurped Manchester United and have been named the World’s Most Valuable Football Brand for 2019, English football reigns supreme in Europe with the Premier League being the most widely followed national competition across key European markets. English clubs also dominate the rankings with 17 club entrants on the overall 50 list, holding 43% of the brand value with the Bundesliga in a close second with their 13 entrants but ranking behind La Liga for combined brand value. Manchester United have dropped to second in the individual club brand valuation ranking while Manchester City are in fifth and United have dropped three spots to fourth in the strongest brands and City have climbed three spots and are now sixth.
Lastly, the Premier League has been deemed to have a “superior atmosphere” and a “greater level of competitiveness” than other national competitions. La Liga however is thought to have more “star players” and “world class clubs” than the Premier League.
With all the financial success the club has achieved, many will be wondering how that will affect the spending in the transfer market. But if Klopp’s recent comments after being asked about Liverpool’s transfer plans for this summer transfer window are to be believed, supporters should not expect the same level of spending as last summer with Klopp looking forward to working with and continuing to develop his current group of players. He said,
For sure there’s no need for that level (of spending). I don’t want to talk exactly what we will do, but I don’t think this is a team at the moment where we have to spend the big money or whatever. The best way to do it is bring together a group of players, try to develop them altogether and then stay together for a while. That was maybe the main problem of Liverpool for the last decade. When they had a good team after a season they went all over the world. That will not happen this year for sure.
Certainly, that is a statement that all supporters of Liverpool Football Club, (all 700 million of us) can get behind. After all, look at us now! We are only going to get stronger and we have only just begun... Bring on Madrid!
Up the Mighty Reds!