Lionel Messi
Argentine striker Lionel Messi and his club Barcelona are the media brands in world soccer, while Real Madrid, thanks to an unprecedented investment on new players, fell from fifth to second in the list, according to a study University of Navarra.
The Economics Research Group, Sport and Intangibles Navarra University calculated the "media value" to analyze the presence of actors on the Internet and the volume of news articles, and stood to Messi at the top of the list of players with 21 , 6 points.
The most expensive acquisition of Real Madrid, Portugal's Cristiano Ronaldo was second with 19.6 points, followed by Manchester United striker and England's Wayne Rooney, with 13.6.
Meanwhile, the Barcelona world and European champion, leads the club with 96.6 points thanks to six titles they won in 2009.
It is followed by Madrid, which reached 83 and left the fifth since the same study was assigned in June 2009.
Manchester United are third with 65.4 points followed by Chelsea (59.7), AC Milan (56.2) and Liverpool (49.1).
"There has been no precedent of such media increased value in such a short period of time,''said study author, Francesc Pujol, on the increased value of Madrid.
Club president of the Spanish capital, Florentino Perez, spent about 250 million euros on buying players during the preseason.
Among this acquisitions, Real spent 94 million euros for Ronaldo, 67 million for Kaka between 35 million and France striker Karim Benzema and midfielder Xabi Alonso.
Pujol, an economics professor, said the biggest value of media greats suggested that it would make more commercial activities such as marketing and sale of items that could help address the huge spending on players and salaries.
But he warned that the momentum be sustained only in the coming seasons Madrid in the Champions League successes, the most important European competition at club level.
Real had overtaken the Barca and Manchester United in some key markets, especially in South America where the English club is no longer the leader in any country, the study said.
The sale of Cristiano Ronaldo to Madrid had contributed to the loss of positions of Manchester United in 13 of the 21 countries where it hit number one, including the U.S., China, Brazil and Portugal.
The Economics Research Group, Sport and Intangibles Navarra University calculated the "media value" to analyze the presence of actors on the Internet and the volume of news articles, and stood to Messi at the top of the list of players with 21 , 6 points.
The most expensive acquisition of Real Madrid, Portugal's Cristiano Ronaldo was second with 19.6 points, followed by Manchester United striker and England's Wayne Rooney, with 13.6.
Meanwhile, the Barcelona world and European champion, leads the club with 96.6 points thanks to six titles they won in 2009.
It is followed by Madrid, which reached 83 and left the fifth since the same study was assigned in June 2009.
Manchester United are third with 65.4 points followed by Chelsea (59.7), AC Milan (56.2) and Liverpool (49.1).
"There has been no precedent of such media increased value in such a short period of time,''said study author, Francesc Pujol, on the increased value of Madrid.
Club president of the Spanish capital, Florentino Perez, spent about 250 million euros on buying players during the preseason.
Among this acquisitions, Real spent 94 million euros for Ronaldo, 67 million for Kaka between 35 million and France striker Karim Benzema and midfielder Xabi Alonso.
Pujol, an economics professor, said the biggest value of media greats suggested that it would make more commercial activities such as marketing and sale of items that could help address the huge spending on players and salaries.
But he warned that the momentum be sustained only in the coming seasons Madrid in the Champions League successes, the most important European competition at club level.
Real had overtaken the Barca and Manchester United in some key markets, especially in South America where the English club is no longer the leader in any country, the study said.
The sale of Cristiano Ronaldo to Madrid had contributed to the loss of positions of Manchester United in 13 of the 21 countries where it hit number one, including the U.S., China, Brazil and Portugal.
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