Manchester United is arguably the world's biggest professional soccer team. Admittedly I am a little biased as I am an avid supporter, but the Red Devils (the team's nickname) have the credentials to back it up: they have won countless trophies in England's top flight and in European competition. In addition to their on-field success, they are one of the most widely recognized brands in the world.
I thought it was interesting that when my classmates and I brainstormed brands that we recognized, we did not mention sports teams at all. Why not? I guess it is because we don't think of teams as brands, but I would argue that they are. Take Manchester United for example; In addition to being traded on the New York Stock Exchange, Forbes estimated that the team is worth $3 billion as of January 2013, and in 2011 Brand Finance (a consultancy) valued United's trademark and associated intellectual property at approximately $669 million. Granted, that's a far cry from making Interbrand's Top 100 list (Gap was in last place in 2013 valued at $3,920 million) but I don't think it's anything to be laughed at either.
Think of your favorite teams. Why do you like them? I like United because I like the culture of the team. They are famous for coming back late in games to win, having strong management and top class talent on the field. I have an emotional attachment to them because they are the first soccer team I started watching. Sound familiar to our brand moments from class? Emotional attachment, fond memories, superior product, good culture...
Now, click here to watch a little Man United propaganda. Even if you're not a soccer fan, skip to 3:28 for one of the best goals you will ever see in soccer.
I agree, I am a huge sports fan but more readily identify what kind of apparel the players are wearing before I identify their team as a brand. I think this is a tactic by the programs to show that the brand is timeless in a way that even the best non-sporting brands can ever be. For example I use apple products and love them but I don't root for apple. On the other hand I am a NY Rangers fan and will very much root for them no matter how good or bad they are playing. - Great post
ReplyDeleteA very interesting article Anatole. Unfortunately, I disagree with your very first sentence. As a Real Madrid fan, I would argue that Los Blancos are the biggest and the most profitable. But that's beside the point.
ReplyDeleteOne of the reasons I associate with Real Madrid is because of the culture like you said. More importantly, their "citizenship" and what they do for the communities that have their fan bases. It is truly remarkable. Just the same way you have an emotional attachment to ManU, I have that same attachment for Madrid. To me, it's almost like a religion. Valid points you make.
I hope we meet in the champions league again this year. Remember the results from last year?
I agree with you Anatole, I think teams are becoming a brand in order to make more profit, for instance, I read an article about how the Barcelona soccer team has an app so people can purchase t-shorts and other souvenirs. I am also a Madrid fan, but I have to say that there is no other player like Ronaldinho.
ReplyDeleteDo you play FIFA? we could have a tournament ?