The most powerful sports brand in the world is Wayne Rooney's club, Manchester United
For anyone who doubted that winning on the field, leads to significant marketing dollars and opportunities off-the-field, Manchester United now can show off their latest piece of hardware: The moniker of world’s most powerful sports brand.
In the recent article from SoccerEx, advisory firm Brand Finance has made some rather startling conclusions as to the brand value of the reigning Barclay’s Premier League Champion. Most notably, that they now stand 6th in the list of the most powerful brands in the world and the only sports brand in the top 10.
1) Google
2) Apple
3) the BBC
4) Dyson
5) Facebook
Beyond that, the report goes on to laud the brand’s management under the stewardship of the Glazer family, who have encountered more high seas adventures during their time overseeing the club than a buccaneer on the Tampa Bay. In fact, the report says that the brand’s value has more than doubled during the time of the Glazer’s family leadership and went from $197 million pounds in 2005 to 412 million currently.
All kidding aside, the lesson that the Glazer’s learned from their NFL marketing experience is one that all clubs should take a cue from: On-field performance underpins financial success”. Sounds basic, but it’s simply a rule that gets lost in the shuffle with most football clubs all over Europe. Perhaps what made things easier was having a captain at the helm of this ship in Sir Alex Ferguson who not only knew how to get the best on-field performance, but had the tenure and the gravitas to serve as the de-facto Master and Commander of the brand. So while the names have changed — excluding Giggs — in the past six years, the brand has only been further built, shaped, enhanced, and highlighted.
After reading through the report, two questions remain:
1) How much higher can brand squad go? In 2011-12, will we see a 20th championship. Will the new blood of Chicharito and Ashley Young bring United even more hardware? DHL signed on recently as the endorser of the ManU warm-up jersey. I’m waiting a dedicated fragrance product to come out with sponsorship under the “ManPU” tagline and cross-branding from Axe to hit the store shelves sometime in 2013.
2) Dyson? Really? That just doesn’t make sense.
Sir Alex Ferguson, the ultimate brand manager for Manchester United
And the world’s most powerful sports brand is….
The most powerful sports brand in the world is Wayne Rooney's club, Manchester United
For anyone who doubted that winning on the field, leads to significant marketing dollars and opportunities off-the-field, Manchester United now can show off their latest piece of hardware: The moniker of world’s most powerful sports brand.
In the recent article from SoccerEx, advisory firm Brand Finance has made some rather startling conclusions as to the brand value of the reigning Barclay’s Premier League Champion. Most notably, that they now stand 6th in the list of the most powerful brands in the world and the only sports brand in the top 10.
1) Google
2) Apple
3) the BBC
4) Dyson
5) Facebook
Beyond that, the report goes on to laud the brand’s management under the stewardship of the Glazer family, who have encountered more high seas adventures during their time overseeing the club than a buccaneer on the Tampa Bay. In fact, the report says that the brand’s value has more than doubled during the time of the Glazer’s family leadership and went from $197 million pounds in 2005 to 412 million currently.
All kidding aside, the lesson that the Glazer’s learned from their NFL marketing experience is one that all clubs should take a cue from: On-field performance underpins financial success”. Sounds basic, but it’s simply a rule that gets lost in the shuffle with most football clubs all over Europe. Perhaps what made things easier was having a captain at the helm of this ship in Sir Alex Ferguson who not only knew how to get the best on-field performance, but had the tenure and the gravitas to serve as the de-facto Master and Commander of the brand. So while the names have changed — excluding Giggs — in the past six years, the brand has only been further built, shaped, enhanced, and highlighted.
After reading through the report, two questions remain:
1) How much higher can brand squad go? In 2011-12, will we see a 20th championship. Will the new blood of Chicharito and Ashley Young bring United even more hardware? DHL signed on recently as the endorser of the ManU warm-up jersey. I’m waiting a dedicated fragrance product to come out with sponsorship under the “ManPU” tagline and cross-branding from Axe to hit the store shelves sometime in 2013.
2) Dyson? Really? That just doesn’t make sense.
Sir Alex Ferguson, the ultimate brand manager for Manchester United