Who got the most expensive football brand, and who does not have the teeth for the Premier League?
Forex sponsors between representatives of the over-the-counter retail trade sector and sports clubs, especially when it comes to the most popular sport (football) – a phenomenon far from new and completely understandable. After all, overcrowded arenas of many thousands of gambling and entertainment-seeking representatives of the working class, and not only, is also the target audience of retail brokers. But by what criteria do brokers choose a partner, cooperation with which will give an optimal recognition / cost ratio?
London Brand Finance, a consulting company in the field of strategy and brand valuation, recently published its annual list of 50 most valuable, that is, expensive, brands among European football clubs – Brand Finance “Football 50 2017”. It is interesting to note that about 20 of them, one way or another, were connected by sponsorship ties with forex brokers or binary options during the last 3 years. Moreover, 10 famous football clubs from the first 15 in the rating concluded deals with the OTC industry.
The second interesting observation that can be made from the Brand Finance rating “Football 50 2017”: successes in various football tournaments have only indirect influence, and not always proportional, on the brand value, that is, on its recognizability. For example, not very well distinguished, to put it mildly, in the last season, Manchester United FC (Manchester United) for several years in a row retains leadership and is considered the most expensive football brand in the world ($ 1.73 billion compared with $ 1.17 billion a year earlier) . The image of the “Red Devils” surpasses in value the most successful colleagues from Spain – Real Madrid and Barcelona, which occupy the second and third line respectively ($ 1.42 billion each brand). United, who took 6th place in the English league and did not feel in the Champions League in 2017/2016, is considered the most popular brand in part thanks to the solid reputation earned under Alex Ferguson. However, mainly this is the result of a commercial vein and the ability to convert their victories into profitable deals with companies from different spheres and different countries, especially in the Asian region.
Another observation: 18 of the 50 most expensive football brands are “residents” of the UK, that is, almost the entire Premier League, 14 representatives of the German Bundes League, 7 Spanish, 5 Italian, 4 French, well, the rest of the Netherlands (1) and one Russian club (St. Petersburg Zenith).
Well, if we mentioned the “champion” in the value of the brand, MJ, then intuitively we can say that the Swiss forex broker Swissquote is the most important football beneficiary. We can assume that the scandalous forex-brand IronFX made a bet on the value of the brand, retaining the partnership with Barcelona (FC Barcelona) despite financial difficulties, which can serve to bleach the image in the future. Well, the most active and unprecedented “football fan” of recent years can be considered a broker of binary options EZTrader. By the way, recently the broker’s activity is under threat of extinction, but within the last three years the broker has concluded and subsequently canceled, 5 agreements with football clubs from the list of Brand Finance “Football 50 2017”, and with representatives of various leagues and European Countries.
As for the financial side of the “sponsorship business,” “love of football” is not considered cheap, especially when it comes to the most expensive, but also recognizable brands. For example, the broker GKFX paid one million euros for a three-year contract with the Italian AC Milan (18th position in the rating) and the offshore forex broker FxPrimus “lost weight” by $ 7 million because of a similar contract with Manchester City (sixth position in the rating) At a rate of $ 2 million per year. Thus, it is possible to determine the average annual cost of a football contract as $ 0.5-2 million per year.
Well, a few words about the new trends in the world of forex football. Representatives of the Forex broker FxPro, incidentally, recently signed a contract with the British FC Watford (owned by Sir Elton John and occupying only 46th place in the rating of Brand Finance), told about the technologies of the future at the stadiums and in the terminal of traders. For example, the novelty from Tottenham will have a “rolling field” technology that comes under the podium behind the gate, the biggest bar in the country, a transparent tunnel where fans can see players before entering the field, heated seats with built-in USB ports, and special acoustics , Able to transmit the slightest sound nuances. The next step is the appearance of holograms: “In the very near future, Real Madrid fans will be able to watch the same game at the stadium in Sao Paulo and in Spain,” experts say.
Technologies change not only the sports industry, but also the financial one. Now a trader in the Forex market has access to news, prices and his trading platform right from his pocket, where his mobile phone is, what half a century ago it was simply unthinkable. In addition, today, trading advisers help to make transactions on a pre-determined algorithm at a time when the trader is busy watching the game at the stadium. So, in the upcoming football season we are expecting new tandems forex football.
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