Newcastle Fall Behind West Ham, Everton and Aston Villa In Brand Value Assessment
Newcastle United have fallen behind the likes of West Ham, Everton and Aston Villa in the latest Brand Value figures released today.
The Brand Finance Football 50 is an annual study conducted by the leading brand valuation and strategy consultancy, ‘Brand Finance’.
Brand value is the cost that a third party would have to pay to license the use of a brand.
The analysis of brand strength benchmarks risk, strength, longevity and future potential of the brand, relative to competitors.
The financial factors taken into account are revenue mix and growth, plus football specific measurements such as squad value, club heritage, kickdex data, UEFA coefficient ranking and the average attendance, amongst others.
While Newcastle have seen their place in the top 50 rise from No.30 to No.27, this is more a reflection of the ever increasing attraction of the Premier League, with all English clubs who feature moving up, apart from Fulham who were relegated and Manchester United who drop to 7th after being League champions in 2013.
£533m Bayern Munich
£457m Real Madrid
£440m Manchester United
£304m Manchester City
£195m Borussia Dortmund
£140m AC Milan
£90m Inter Milan
£75m Atletico Madrid
£69m Bayer Leverkusen
£68m Aston Villa
£67m West Ham
£61m Newcastle United
£56m Werder Bremen
Also 40th Southampton £45m, 41st Stoke £45m, 42nd West Brom £44m, 50th Fulham £29m.
Despite flirting with relegation, both Villa (23rd) and West Ham (24th) are rated at a higher brand value than Newcastle, while Everton are way ahead in 20th. Even Sunderland are creeping up in 31st position, only four places below Newcastle.
With match attendances one of the key factors, if Newcastle hadn’t had yet again far higher crowds than those other four Premier League clubs, it makes you wonder exactly how much lower Newcastle would have been.
Newcastle saw their brand value rise from £53m to £61m from 2013 to 2014, though taking into account the fact that despite almost falling into the Championship Sunderland also saw their value increase by £8m (£47m to £55m), it isn’t much to shout about.
Villa £15m (£53m to £68m), West Ham £13m (£54m to £67m) and Everton £21m (£51m to £72m) all seeing far greater increases in their brand value.
Under Mike Ashley, yet again only the fans and the increasing TV money are the factors saving the club from collapse.
Newcastle’s squad loses value (selling Cabaye etc) and Ashley is in the process of selling the lease on land opposite the Gallowgate which would end any future hopes of expanding St.James’ Park.
While on the other hand, Everton and West Ham are in line for much bigger stadium capacities than at present, while the scousers have also shown ambition in building up their squad both in terms of quality and value.
Whilst commercially, all of these clubs and the rest of the Premier League are feverishly doing their best to increase that line of revenue, while at Newcastle we have Mike Ashley keeping a tight grip on the rest of his business empire benefitting from all the free advertising/marketing they get from the Newcastle United ‘Brand’.
So when the likes of ‘Brand Finance’ look to assess Newcastle United in terms of future growth, it is little wonder that they see dismal years ahead as all of United’s competitors are set to outperform and leave NUFC trailing behind.
West Ham, Everton and Villa have already done so, with sadly even the likes of Sunderland, Southampton and Stoke looking destined to do the same in the next year or two.
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