by buying David Beckham. This is from the Times website.
SELL A PLAYER
by buying David Beckham. This is from the Times website.
The much-hyped transfer of David Beckham from Manchester United to Real
Madrid has had no impact on the inherent value of either club, according to a
study of the top 50 European football brands published exclusively in The Times today. Manchester United came out on top with a 2004 brand value of £193
million compared with Real Madrid's worth of £186 million, research by
Futurebrand, the brand consultancy, concluded.
Madrid has had no impact on the inherent value of either club, according to a
study of the top 50 European football brands published exclusively in The Times today. Manchester United came out on top with a 2004 brand value of £193
million compared with Real Madrid's worth of £186 million, research by
Futurebrand, the brand consultancy, concluded.
The report raises doubts that the Spanish club's policy of signing galácticos such as Beckham and Zinedine Zidane directly translates to a more valuable global
brand. It also disproves the theory that United's brand value would drop after the sale of Beckham for £25 million last July.
According to the analysis, Real had the strongest brand in the world, upon which it was failing to capitalise. Brand strength was ranked by a formula that included Uefa team standings, the size of the fan base and a club's ability to generate
revenues beyond ticket sales. "While having probably the most famous stars in
its squad, this conversion into merchandise sales has not been forthcoming,"
Marco Forato, co-author of the report, said.
brand. It also disproves the theory that United's brand value would drop after the sale of Beckham for £25 million last July.
According to the analysis, Real had the strongest brand in the world, upon which it was failing to capitalise. Brand strength was ranked by a formula that included Uefa team standings, the size of the fan base and a club's ability to generate
revenues beyond ticket sales. "While having probably the most famous stars in
its squad, this conversion into merchandise sales has not been forthcoming,"
Marco Forato, co-author of the report, said.