March 11 – Liverpool have taken over from Manchester United as the Premier League’s most powerful football team sponsorship property, according to a new ranking from DataPOWA.
Using the POWA index, a real-time sports sponsorship valuation engine, the data ranks the top 10 UK properties with Liverpool and Man Utd significantly ahead of next placed Arsenal. The data was measured for the past year.
Manchester City, who fell foul of UEFA FFP rules partly due to accusations of over-inflating their sponsorships, is ranked fifth, behind Chelsea but ahead of Spurs.
Seven Premier League teams rank above the England men’s team who are given a POWA index of 4216. Newcastle United are ranked 10th with an index of 3,358. These indexes show the power of Liverpool and Man Utd in the sponsorship market – both have indexes over 18,000.
Liverpool’s Champions League and Club World Cup wins, plus their romp through this season’s Premoier League opposition have driven them above Man Utd, the first time the Manchester team have been knocked off the top of the ranking since it started in June 2018.
“Commercially, notable milestones (for Liverpool) include an extension of their main sponsorship with Standard Chartered, a new Nike kit deal, a new, state of the art training complex, and the announcement of a further improvement of Anfield which will take capacity past 60,000,” said a POWA index release.
DataPOWA C.E.O. Michael Flynn said: “Their (Liverpool’s) sponsorship assets are now the most powerful in the UK, benefitting their UK partners significantly, whilst also increasing the value of all future partnerships. Liverpool are comfortably the biggest UK rights holder on both YouTube and TikTok and are second only to Man United on Instagram and Facebook. Search data on Google, Bing & Baidu clearly show that Liverpool have grown substantially over the last year and are now on a par with United globally.”
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