The global consultancy group Brand Finance has once again published its annual report calculating the value and Brand Strength Index of leading companies and organisations, awarding a maximum score of 100.
LaLiga has not only maintained its position in 2023 as one of the 50 most valuable organisations in the Spanish rankings but has also positioned itself as the organisation with the highest brand value in the sports industry this year, reaching its highest ever position in the Brand Finance España 100.
According to Brand Finance, "quality" and "competitiveness" have been key to the brand's growth, with LaLiga proving increasingly competitive in recent years. LaLiga's financial strength following the CVC deal, the league's new naming rights deal with EA Sports and the return of fans to stadiums throughout the season have resulted in very solid revenue forecasts and positives in the "investment" column.
Ángel Fernández, Head of Global Brand & Strategy at LaLiga, says: “We are proud to see that, for yet another year, LaLiga is one of the most relevant brands on the national scene, steadily increasing its brand value and strength thanks to the clubs, our fans and our entire ecosystem of competitions and experiences related to the world of LaLiga.”
LaLiga, among the leading companies in terms of brand strength
In 2019, LaLiga became the first sports brand to be included in Brand Finance’s global rankings, and the league continues to lead the way among sports brands four years on.
Since then, the competition's reputation has continued to grow and not only is it still the lone sports sector brand in the rankings but it also sits in eighth position, on par with Estrella Damm and ahead of brands of great prestige and worldwide relevance including Repsol, Zara, Banco Santander and Iberdrola.
“The LaLiga brand is increasingly relevant and means more and more to a larger number of people, something that is reflected in the 2023 Brand Finance España 100 report which sets out how the latest strategic agreements and key initiatives developed with organisations, partners, fans and clubs are of great value and strengthen our competitions, experiences and, ultimately, our brand,” added Fernández.
Óscar Mayo on the best Brand Guardians podium
Directors, known as Brand Guardians, are central to the 2023 report and have been rated on key factors such as business leadership and inspiring positive change, reflecting the need to maintain a strong focus on commercial results in difficult operating conditions.
Óscar Mayo, Executive Director of LaLiga, ranks in third place, with the highest employee approval rating and the best score in understanding the importance of brand and reputation of the organisation.
“LaLiga is much more than a brand and a competition, and I am proud to lead its growth in all areas with passion and commitment. It is an honour to be included among the leaders and directors who make up the list of top CEOs and Brand Guardians for the first time,” said Mayo.