Juventus 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.
In regard to Juventus FC, the club’s team value increased by more than 50 percent between 2015 and 2016. Victories in Serie A and the Coppa Italia made 2015-16 a triumphant season for the team’s manager Massimiliano Allegri, who was appointed just before it had started. The team attempted to build on its international success, having progressed to the Champions League final in 2014/15 at the expense of Real Madrid , but ended up dropping out in the round of 16 against semifinalists, Bayern Munich. Juventus has appeared in the Champions League more times than any other Italian club.
Juventus’s on-pitch efforts were matched by lucrative commercial deals as Adidas replaced Nike as the team’s kit supplier, contributing to the team’s peak in brand value to 350 million U.S. dollars in 2015. Despite their run in the Champions League and domestic double in Italy, Juventus missed out on a place among the top 10 in terms of brand value in 2016. The 11th-placed club was estimated to be worth around 290 million U.S. dollars. The difference of this figure with the other top 10 European football clubs was put down to the lack of Juventus’ exposure abroad of its domestic tournament success and its marketing management. In contrast to to its English and Spanish rivals, the club’s revenue in the commercial stream only made up about 20 percent of its total revenue in 2014/15.
Juventus is Italy’s most highly valued football brand, worth as much as AC Milan and FC Internazionale Milano combined, according to KPMG’s estimation of the football teams’ enterprise values in 2016. Italian teams today play a less prominent role on and off the pitch, as the last Italian club to lift the UEFA Champions League trophy was FC Internazionale in 2010. Of Italy's "big three", AC Milan has won the greatest number of Champions League trophies, ahead of Juventus 7 to 2. Although Italy had the highest number of clubs (7) represented - together with England - on KPMG's table, the overall enterprise value of the Italian teams was 70 percent lower than the English ones. Juventus FC, with an enterprise value more than 1 billion U.S. dollars, was the only Italian club on the top 10 European football enterprise value table in 2016.
†'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.