Manchester United is the Most Valuable Sports Brand According to Report
September 26, 2011
abortion helvetica, sans-serif;”>The analysis came from advisory firm Brand Finance suggesting that the Barclays Premier League champion’s brand value has more than doubled since the arrival of the Glazer family.
According to the report, published in The Times, United’s brand value has risen from £197 million in 2005 to £412 million. United is now considered to stand sixth in the list of the most recognisable brands in the world, behind only Google, Apple, the BBC, Dyson and Facebook.
Brand Finance says the Glazer family has applied National Football League (NFL) marketing experience from its ownership of the Tampa Bay Buccaneers – to United, utilising a policy of “on field performance underpins financial success”.
Dave Chattaway, head of sports brand valuation for Brand Finance, said: “One of the key success factors of the Glazers is the fact they have been able to retain the club’s ultimate ‘brand manager’ Sir Alex Ferguson.
The Glazers have given Ferguson the resources and space necessary for him to deliver consistent on pitch success, which feeds the off-pitch expertise. From the heated takeover to the Green and Gold campaign, it’s not been an easy ride for the Glazers, but a successful listing (in Singapore) will only further cement the value they have engineered. The proceeds will allow them to wipe out debt, retain control and provides the family with a perfect exit route from Manchester with a tidy return.”