Brand/team valuation of Liverpool FC 2011-2019

The statistic depicts the brand/team value of the English football club Liverpool FC from 2011 to 2019. In 2019, Liverpool FC had a brand value of 1.34 billion U.S. dollars.

Liverpool FC brand and team value – additional information

Brand Finance, Forbes and KPMG have all attempted to define the value of a football team and their brand using different methodologies:
- Brand Finance measures a team’s brand value by looking at its brand strength according to the degree of public interest and commercial support, the brand's ‘royalty rate’, and revenues from matchday, commercial and broadcasting streams.
- Forbes calculates a team’s value based on its economic performance from matchday, broadcasting, and commercial sources, as well as any additional value generated by its market position or potential.
- KPMG presents a team’s enterprise value, taken from its profitability, popularity, sporting potential, as well as the value of broadcasting rights and revenue opportunity stemming from stadium ownership.

'Royalty rate' is determined by the team’s licensing or franchising negotiation, international licensing, competitor benchmarking and the potential sales figures of what could be charged for the use of the trade mark.

Liverpool FC brand/team value from 2011 to 2019

YearBrand value (Brand Finance)Team value (Forbes)*Enterprise value (KPMG)
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Sources

Release date

May 2019

Region

United Kingdom (England)

Survey time period

2011 to 2019

Supplementary notes

Brand Finance defines the brand as the trademark and associated intellectual property. Football clubs are made up of a mixture of fixed tangible assets (stadium, training ground) and disclosed intangible assets (purchased players) with brand value, internally developed players & goodwill making up the difference to provide the combined clubs value.
To calculate the brand value Branddirectory uses the `Royalty Relief' method. It is based on the notion that a brand holding company owns the brand and licenses it to an operating company. The notional price paid by the operating company to the brand company is expressed as a royalty rate. The Net Present Value (NVP) of all forecast royalties represents the value of the brand to the business.

Team value is based on current stadium deal (unless new stadium is pending, without deduction for debt (other than stadium debt).

* Team value calculated in April of each year

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Statistics on "Liverpool F.C."

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