The Spanish football competition, Laliga has become the only competition to feature in the Brand Finance Rankings.
- LaLiga is now ranked the sixth strongest brand in Spain
- It is not only renowned as a world-class football competition but, according to a new study, it also has a growing reputation at the brand level.
This reflects the success of the competition’s own initiatives as well as underlining the importance of football to the international image of Spain. In addition, LaLiga remains one of the few organizations to be awarded the top ‘AAA’ rating by Brand Finance.
According to Enrique Moreno, LaLiga’s Global Brand Director, “We continue to focus on building our brand identity and the value it represents; this ranking shows we are making good progress. Under our tagline ‘It’s not football. It’s LaLiga.”
“we have shown that our competition represents more than a sport and that LaLiga can positively impact all of society. Our initiatives beyond the competition itself positively impact the image of Spain as well as our visibility around the world,” he said.
The Brand Strength Index is calculated by measuring the relative strength of brands through a balanced scorecard of metrics that evaluate areas such as marketing investment, stakeholder equity and business performance.
As well as climbing the Brand Strength Index, LaLiga has shot up the Brand Value charts of the latest Brand Finance report, with a 34 percent increase in LaLiga’s brand value over the past year. This has seen the league climb 13 spots in the Brand Value ranking, from 49th in 2019 to 36th in 2020.
Last year was the first time that a sporting competition had featured among Brand Finance’s global rankings and since then LaLiga’s reputation has increased. Even before considering the values of Spanish clubs, professional football plays an enormous part of Spanish society.
As the Brand Finance report stated: “Football unquestionably forms part of the leisure sector in Spain and LaLiga is one of the most highly regarded competitions on an international level.”
In the past year, LaLiga has made significant progress in further developing the brand of LaLiga and expanding its audience worldwide. For example, the competition surpassed 100 million global followers on social media, while new offices in cities such as London and Mexico City further increased its commercial potential.
By Etienne Mainimo