Brand/team valuation of FC Schalke 04 2011-2020

The statistic depicts the brand/team value of the German football club FC Schalke 04 from 2011 to 2020. In 2019, FC Schalke 04 had a team value of 683 million U.S. dollars.

FC Schalke 04 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.

Schalke finished outside the top four of the Bundesliga for the first time in four seasons in 2016, with coach Jens Keller’s sacking in 2014, followed by his replacement Roberto Di Matteo stepping down at the end of the season. Despite a slight increase in brand value, the club dropped five places to 18th on the Brand Finance European football team brand value table, with 655 million U.S. dollars. Forbes, on the other hand, estimated that the team’s value was at its lowest point since 2012, falling to 220 million U.S. dollars.

Schalke relies mostly on its commercial revenue stream to generate profit. In 2014/15, its commercial revenue made up almost half of its total revenue, amounting to about 108 million euros. Deloitte reported that Schalke was the German club with the second-largest international presence in 2014/15. Schalke’s international focus towards the Far East, in particular on China, is one of the main causes of its steady increase in commercial revenues. The team’s regular qualification for the UEFA Champions League has also led to the steady rise in revenue from broadcasting since 2012/13. In 2014/15, the club once again received UEFA revenue distributions for reaching the Round of 16.

In 2015/16, the club’s valuation was hurt by its lack of Champions League play and relatively low matchday revenue, earning less than 40 million euros from that stream. Schalke’s relatively poor on-pitch performances and its absence from Europe’s top competition, however, have not prevented fans from attending games. In 2015/16, Schalke remained one of the most popular clubs in Germany with the third-highest average attendance in the German Bundesliga, attracting an average of over 61,500 spectators, behind only its local rival Borussia Dortmund and national rival FC Bayern Munich.

'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.

FC Schalke 04 brand/team value from 2011 to 2020

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Release date

May 2020



Survey time period

2011 to 2020

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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