The value of football brands worldwide: a deep dive into the economics and politics.
The Changing Landscape of Football: Beyond the Field
Football has been subject to rapid changes in recent years, propelled into largely uncharted waters by the turbulent currents of the modern era.
These modifications extend beyond the game itself and are increasingly visible off the field.
It’s crucial not to underestimate their impact.
What happens off the field now often has significant consequences on what unfolds during matches, with players frequently linked to their clubs’ off-field strategies.
Gone are the days when football teams were just that: football teams.
Despite this evolution, the primary goal of professional football teams remains high competitiveness in the tournaments they participate in.
However, viewing a top-tier football team merely as a sports association represents an extremely limited perspective.
This is why rankings such as Brand Finance’s list of the most valuable football brands globally should not only be of curiosity but also considered a crucial element in a team’s overall construction.
Italian Teams in the Global Brand Rankings
While no Italian clubs feature in the top 10, three representatives from Serie A rank among the top 15 globally.
Juventus, Inter, and Milan hold the 11th, 14th, and 15th positions, respectively.
Their brand values and performance vary, with Juventus experiencing a 7.8% decrease, Inter at a 10.8% decline, and Milan showing a 12% growth in brand value compared to the previous year.
Recommendations for Italian Football
Amidst Brand Finance’s in-depth analysis, recommendations for Serie A and the Italian Football Federation (FIGC) on areas of improvement emerge.
The report stresses the need for a more structured approach to elevate Serie A and the Italian national team to the top tiers of football.
Key recommendations include increased investment in youth development, talent scouting, and upgraded infrastructure.
Addressing financial disparities compared to other leagues, adopting cutting-edge training technologies, and crucially, focusing on sustaining youth interest in football are highlighted as vital for future success.
Research indicates a waning interest in football across various age groups in Italy, with high costs cited as a barrier to live game attendance.
The need to subscribe to multiple sports packages to watch games live is deemed too expensive for many Italians, potentially driving disinterest.
Addressing these affordability issues and engaging younger audiences emerge as essential strategies for enhancing the sport’s appeal and ensuring its commercial success.
