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.
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.