Superliga: could leave losses of € 2,500M in brand value

The consultant Brand Finance stated that the founding clubs of the Superliga could have losses of between 2,500 and up to 4,300 million euros in brand value. “The increase in revenue that the founding clubs are looking at is not taking into account the risk they take in front of fans or the reputational risk of their brands. Not counting the double negative impact that their brands can suffer if the guests do not accompany them, “said Teresa de Lemus, managing director of Brand Finance Spain.

The consultancy estimates an annual loss of 1,100 income per year: “All brands will suffer significant reputational damage, leading to a brand value drop of $ 2.5 billion. This loss is a combination of a decrease in billing for allowances, commercial income and for match day income. Assuming UEFA did not allow teams to compete in the Champions League and national leagues also remove teams from their rosters, “says De Lemus.

The analysis warned that the financial damages would not only affect the members of the Superliga, since they would be extended to the other clubs of their respective leagues nationals. This teams could see their brand value reduced by 25%. So if teams didn't find revenue in domestic markets, they would have to look for them in the United States or China, although the study said that “seems unlikely” because in both countries the national leagues are by far the most popular.