Liverpool Overtake Manchester United in UK Sponsorship POWA
-Most powerful football teams in UK over the last 12 months revealed by POWA Index-
DataPOWA Ltd has today released a list of the 10 most powerful football team sponsorship properties in the UK as ranked by POWA index, the data-driven, real-time sports sponsorship valuation engine.
As of end of February 2020, Liverpool have moved ahead of Manchester United in the POWA index UK rankings, marking the first time United have been knocked off top spot since June 2018, when the POWA index measurements commenced. However, the Red Devils remain a more powerful proposition globally (Feb 2020 data; Man United – 72,107 POWA, Liverpool – 53,593 POWA).
Liverpool’s rise to the top mirrors their recent on pitch successes; Champions League winners, Club World Cup winners and of course, Premier League ‘champions in waiting’. Commercially, notable milestones 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.
Nine of the list are Premier League teams, the exception is the England men’s team (#8), their inclusion is down to the progress of the national team during Gareth Southgate’s tenure, and the expectation as Euro 2020 approaches.
DataPOWA C.E.O. Michael Flynn said: “Liverpool’s excellence on and off the pitch over the last twelve months is reflected in their growth in stature on POWA index. Their 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 & 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. Their illustrious history combined with Fenway Sports Group’s ownership and Jurgen Klopp’s leadership is translating into record commercial power and influence.”
Stephen O’Malley, DataPOWA Ltd
Notes to Editors
About DataPOWA Ltd
DataPOWA is a business offering specialist marketing and data services to sports rights holders, brands and agencies. In November 2018 it launched AI software POWA index, a measurement of power, AI valuation, prediction, and ranking system.
About POWA index
POWA index has data from over 3,000 teams, leagues, and events from around the globe. POWA index is a data-driven, real-time sports sponsorship valuation engine, providing a transparent view of the market by incorporating traditional media, social, digital and fan platforms.
POWA index is continuously analysing over 2.4 trillion data points a day, across 60 unique data sets covering social media (e.g. Twitter, Facebook, Instagram, TikTok & YouTube), search engines (e.g. Google, Bing, Yahoo!, Baidu & Yandex), results, attendance & player data, media & news coverage, official website, OTT & apps, and fan/follower geographic & demographic data. These inputs create a POWA index score composition. In addition, they act as our signals for the sponsorship property valuation, allowing our clients an unbiased understanding of the potential value of any sponsorship.