Juventus is one of the 20 biggest sports brand in the world, according to the Powa Index, and is currently in the 12th spot. The standing is topped by the NBA as a whole, which has 97,624 points. The first two football clubs are Real Madrid and Barcelona, which are ranked second and third. The following positions belong to the NFL, the Premier League, Manchester United, Champions League, La Liga, Arsenal, Liverpool, MLB and then the Turin-based side, with 39,933 points. The Bianconeri are above Chelsea, Paris Saint-Germain, the 2018 Fifa World Cup, Formula 1, the Indian Premier League of Cricket, Bayern Munich, Manchester City and the New England Patriots.
The Powa Index is a data-driven, real-time sports sponsorship valuation engine that provides a holistic view of the market by incorporating traditional media, digital platforms and fan interaction and currently analyses over 2.4 trillion data points per day, across 60 unique data sets. It is basically a tool used by companies to evaluate potential sponsorships before investing in a brand.
Fourteen out of twenty spots are taken by football clubs, but Real Madrid lost the overall lead after the departure of Cristiano Ronaldo, which allowed Juventus to make it to the list for the first time. La Madam cashes in €16M from Jeep as sponsorship fee for the front of the kit, but the Powa index evaluation indicates that it is worth double as much. The deal was agreed upon in 2014, extending the previous one, and will run until 2021. Besides some performance-based bonuses that are already included, the executives will have a tough time renegotiating it prior to its completion, also considering that the car-making company is also part of Exor, the Angelli family holding. The other main sponsorship, the technical one with Adidas, will expire in 2021 as well.
President Andrea Agnelli has always indicated the commercial revenue as the main pathway for the growth of the club and the mammoth acquisition of one of the most recognizable football in the world goes in that direction. Despite the recent drops because of the off-the-field allegations regarding the ex-Real Madrid star, Juventus have been able to profit immediately in the Milan Stock Exchange and also in terms of merchandise sales. The next step for the management, which is awaiting for the appointment of a new CEO after the departure of Giuseppe Marotta, will be to negotiate richer sponsorships in the next couple of years, taking advantage of the recent popularity boost.
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