POWA Index Unveils Super-Clubs List

18 Dec 2018

By: Sport Industry Group

The data-driven real-time sponsorship analysis tool, POWA Index, has revealed its list of the 16 most valuable European football club sponsorship properties.

The valuation engine has found that French Ligue 1 title holders Paris Saint Germain and English Premier League champions Manchester City have both broken into the top ten, joining Europe’s leading sponsorship platforms.

Available to clubs, leagues, federations and brands, POWA Index uses artificial intelligence to provide a definitive market valuation. It benchmarks the rights-holders in relation to each other across a wide-range of data-points, incorporating traditional media, digital platforms and fan interactions.

Through its proprietary algorithm, POWA Index analyses trillions of data points across social media reach and engagement, on-field performances and online searches, providing an overall score for each rights-holder.

Whilst PSG and Manchester City were the only teams amongst the top ten yet to feature in a Champions League final, the pair generated strong POWA Index scores through their respective domestic dominance, high calibre players and engaged social media followings.

For PSG, the addition of striker Neymar Jr. was found to have proven a major factor on PSG’s sponsorship valuation.

Champions League performances were found to be a key driver in improving the sponsorship valuation of Premier League clubs, a big factor in Liverpool’s increase in POWA score, following the club’s run to the final in 2017/18.

Barcelona, Manchester United, Liverpool, Chelsea, Juventus and Bayern Munich were amongst those in the top ten to have lifted the Champions League.

Michael Flynn, POWA Index CEO, said: “If Man City were to go one better than Liverpool did, in 2018, and win this season’s Champions League it could have a major impact on their sponsorship valuation. While Arsenal and Chelsea will want to ensure they get back into the Champions League soon or risk being overtaken by other clubs.”

Flynn added: “As fanbases for European football become increasingly global the marketplace for sponsorship is getting as competitive as the game itself. 

“Market leaders, amongst our clients, are monitoring and optimising their fan-engagement and sponsorship impact as closely as their coaches measure post-match player statistics.

“Our real-time research demonstrates that there are some key factors in generating significant sponsorship revenue: firstly, success in a domestic league with a large global fan-base; second, a winning heritage; third, a presence in the Champions League knock-out rounds; and fourth, players with highly engaged social media communities.

“Clubs like Real Madrid and Barcelona, who have all four of those, become powerhouses. While other clubs, who have a winning pedigree but don’t play in a league currently generating major global interest, such as Bayern Munich or Ajax, find it hard to reach that level. They, therefore, have to rely on the games they play against the European elite to raise their global profile.”