Southampton are the fastest growing brand in world football according to a study released by Brand Finance.
The Saints’ brand value has gone up by 89 percent since 2014, meaning they are the 18th most valuable football brand in the world.
Just to highlight how rapid the rise in stock on the South Coast, the late Markus Leighberr purchased the club for around £15million ($22million) – so the club is now worth roughly ten times what it was in 2009.
The Saints are now worth $183million compared to $96million last year – this is largely down to the success Saints have had, especially under Ronald Koeman and Mauricio Pocchetino.
Southampton are higher in the Brand Finance Football 50 than clubs such as; Galatasary, Inter Milan, Atletico Madrid, SSC Napoli and Ajax.
The study also shows Manchester United to be the first billion dollar brand, as they overtake Bayern Munich at the top of the Football 50.
It was a good year all round for English clubs as lucrative TV deals have increased club’s brand value by a great deal – Southampton being one of the more passive beneficiaries of this rise in broadcasting money, according to a statement released on Brand Finance’s website.
The statement read: “Southampton is one of them (clubs to benefit from huge TV Broadcasting Agreements) and is this year’s fastest growing brand. The Saints’ brand value is up 89% to $183 million. However Southampton has been more than a passive beneficiary of booming broadcast revenues.
“Ronald Koeman has masterminded a 7th place finish that means a club facing administration in 2009 and playing in the third tier of English football in 2010 can look forward to European football next season and the chance to build its own brand on the international stage.”
