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Article

Open Access

How to Measure Sports Brand Equity: A Proposal for Football Industry

Author(s)

João Pedro de Lucena, Joaquim António Casaca

Full-Text PDF Download XML 1951 Views

DOI:10.17265/1537-1506/2015.01.006

Affiliation(s)

João Pedro de Lucena, Ph.D., professor of Marketing, IADE-U Instituto de Arte, Design e Empresa Universitário, Lisbon, Portugal.
Joaquim António Casaca, Ph.D., professor, Marketing Department, IADE-U Instituto de Arte, Design e Empresa Universitário, Lisbon, Portugal.

ABSTRACT

As in many other industries, strong brands play an important role in football industry inducing sales for the clubs that own it. Brands financial values are not quantified in balance sheets, so quantifying them provides important financial data. This is the research topic. The research questions are: (i) How is the importance of the brand in the revenues of football clubs and (ii) what is the financial value of the brands Futebol Clube do Porto (FCP), Sport Lisboa e Benfica (SLB), and e Sporting Clube de Portugal (SCP)? This investigation was based on an adaptation of the inter brand equity model. This model considers equity as the economic value generated as net profit of the company, which can be apportioned to the brand. The data was collected from the financial maps of these three clubs between 2005/2006 and 2009/2010 seasons. In order to adapt the model to the football industry, a panel of five experts of professional football club managers was questioned. These experts claim that in football industry, brand management contributes with 16% of the economic value, sport management with 63%, financial management with 16%, and other factors with 5%. The conclusion is that FCP has the most valuable brand, with about 54.5 m€, followed by SLB with about 51.6 m€, and finally by SCP with about 39.5 m€.

KEYWORDS

brand equity, brand management, economic value added

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