Italian basketball brands are worth 23.3 million. In particular, the value of the brands of the 15 clubs that participated in Serie A 2020-21 on the Italian market is equal to 1.55 million euros on average. The value is equal to 21% of the total turnover of the Serie A system quantified by Deloitte, in the 2019/20 competitive season at 110 million. The ranking of the “brand value” is different from that of the championship because it is linked, in addition to competitive results, to tradition and, increasingly, to the strategies and marketing plans implemented by the individual members.
Brand revaluation
The data emerge from a study carried out by StageUp and the partner Fi.Bo (financial company that sees among its partners the most important players in the cooperative system of Bologna), a company with which the Lega Basket Serie A has reached an agreement to allow its associates to access preferential conditions to the valuation service of their brand by taking advantage of the opportunities offered by article 110 of the “August Legislative Decree” (Legislative Decree 104/2020) which, only for the 2020/21 financial year, allows the revaluation of the heavily discounted tax conditions with the aim of encouraging the capitalization of clubs. The study was carried out on the basis of the so-called “market multiples” according to which the value of each brand is determined on the basis of the so-called “comparable”, In this case the“ brand value ”of similar sports companies, correlated through a gravitational model based on the number and engagement of the fan base of customers. In fact, regardless of the sporting discipline, the main source around which it is possible to build, on the basis of a loyalty not comparable to that achievable in other sectors, is the support system linked both to the direct consumption of products and services ( such as season tickets and tickets for competitions, merchandising products, membership cards, etc.), and for the indirect consumption of communication and tangible and intangible goods offered to media and commercial partners.
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The Serie A basketball league
«The data relating to the value of the brands of the companies that are part of the LBA – explains the president Umberto Gandini – constitutes a further confirmation of the great overall strength of the top basketball movement in Italy. At the same time, it allows clubs to add value to their assets when they start planning a complete restart after two difficult seasons marked by a sharp decline in revenues due to the absence of the public due to the emergency from Covid 19. Now it’s up to the system basket present a product that is more and more uniform and consistent with its objectives, capable of facing new challenges and thus constituting an increasingly strong pole of attraction towards its stakeholders: institutions, sponsors, broadcaster and media.
StegeUp and Fi.Bo
Per Giovanni Palazzi, managing director of StageUp «The study brings out an important asset value which must represent a central driver for the future development of amusement basketball but which, unfortunately, up to now, has not been valued in club budgets. In fact, to invest in one’s own brand it is necessary to devise and implement management and marketing strategies that must be based on an effective knowledge of the potential of the brand starting from its value on the market. Only by being aware of the economic / patrimonial importance of all the brands and of each of them will it be possible for the League and each associated club to obtain the maximum in negotiations for sponsorships, media rights, licensing and with institutions. Second Massimo Masotti, CEO of Fi.Bo, “the overall value of the club brands that emerges from the study, already very significant in itself also in light of the consolidated turnover of the Lega Basket, hides further potential that can only emerge from an assessment specifies that, in addition to comparable cases, it enhances the development strategies of each individual member ».