To calculate brand values the Royalty Relief method was used. This approach assumes the company doesn't own their brand and must license it from a theoretical third party. The method determines how much it would cost to do this.
Premier League - additional information
The English Premier League, which is a private company wholly owned by its member clubs, is the highest organized level of professional football (soccer) in England. In the league, 20 clubs compete for the championship playing each other twice during the course of the season. The league works on a system of promotion and relegation in conjunction with the subordinate Football League. The best three teams of the Football League are promoted each year and the worst three of the Premier League are relegated.
Compared to the other big European soccer leagues (“Big-Five”) the Barclays Premier League is the biggest in terms of revenue. According to a study by Deloitte total revenue of the Premier League was at almost 3 billion euros in the 2011/12 season. In that season the German Bundesliga generated revenues of around 1.9 billion euros, the second highest among the top soccer-leagues in Europe.
The games of the Premier League were attended by almost 36 thousand fans on average in the 2012/13 season. The total aggregate attendance at games of the Premier League was at more than 13 million. In the 2012/13 season Manchester had the highest average attendance with more than 75 thousand spectators on average at their games, while games of the Queens Park Rangers drew least of all with 17,740 per game.
The clubs of the Premier League generate most of their revenue from three segments: Commercial (including e.g. sponsorships), Broadcasting and match day.
The total value of kit sponsorships of all Premier League clubs combined in 2012/13 for example was at around 147 million British pounds (about 230 million U.S. dollars).
Manchester United, one of the most recognizable and best-known brands of the league, generated total revenues of 500 million U.S. dollars in its 2012 fiscal year, of which 36.7 percent came from the commercial segment, 32.5 percent from broadcasting and 30.8 percent from match day. Both Brandirectory and Forbes rank Manchester United as the most valuable brand / team in their valuations of Premier League clubs. In 2013, Brandirectory valued the brand, defined as the trademark and associated intellectual property, at 837 million U.S. dollars. Forbes ascribes the team a value of more than 3 billion U.S. dollars.