Resumo

LUCENA, João Pedro de  e  CASACA, Joaquim. Football branding: the economic value of the “big three” Portuguese football clubs. Rev. Portuguesa e Brasileira de Gestão [online]. 2013, vol.12, n.3, pp.33-46. ISSN 1645-4464.

As in other industries, in soccer industry a strong brand induces sales on the club that owns it. So, quantifying brand equity is an important financial data. The objective of this article is to estimate the financial brand equity of the brands “Benfica” (SLB), “Sporting” (SCP) and “Futebol Clube do Porto” (FCP) for a five year period. This investigation was based on an adaptation of the Interbrand® model and the data was collected from the financial maps of these three clubs, between 2005/2006 and 2009/2010 seasons. It was also used a questionnaire to a panel of five experts of professional football club managers. The results demonstrate that FCP has the most valuable brand with about 54.5 m€, followed by SLB with about 51.6 m€ and finally by SCP with about 39.5 m€. It was also found that the factors that contribute for economical value in professional football clubs are sport management (63%), brand management (16%), financial management (16%) and other factors (5%).

Palavras-chave : Brand; Brand Equity; Football; Operational Profits; Economic Value.

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