Messi remains at issue one for the world's press
The 13 world champions of Barcelona and Real Madrid have experienced a media revaluation of 50% of average, according to a study by the University of Navarra.
Leo Messi continues to be the soccer media reference, with 20.7 points of media value. FC Barcelona's Argentinean is the footballer who has starred in the most issue news in the press around the world, according to the report prepared by Professor Francesc Pujol, from the Center for Media, Reputation and Intangibles, MRI University of Navarra. Cristiano Ronaldo also repeats in second place, with 16.1 points, followed by Wayne Rooney, Manchester United star, with 15.4 points.
The media value is calculated by the MRI center of the University of Navarra through the appearances in the written press of more than 100 countries between September 2010 and the end of January 2011. The 20.7 points of Leo Messi's media value means that the Argentinian has been featured in news stories around the world at a rate twenty times higher than the average of all the players playing in the Champions League this season.
Five Spanish footballers appear in the top 10 of the world's most media-rich footballers, status , which has never been reached in previous versions of the study, neither by Spain nor by any other country. Three are from FC Barcelona (Xavi, Iniesta and Villa) and another two play in the English league: Cesc and Torres. In addition, Iker Casillas occupies the position issue 11. The media around the world recognize the individual and collective talent of the Spanish national soccer team.
issue The Spanish League remains the championship with the highest number of world-class stars: 9 of the 20 most media-talented players in the world are from the Liga BBVA: five from Real Madrid (Cristiano Ronaldo, Casillas, Benzemá, Özil and Higuaín) and four from FC Barcelona (Messi, Xavi, Iniesta and David Villa).
FC Barcelona is the most media-worthy team
In the section of teams, FC Barcelona and Real Madrid are consolidated as the most powerful soccer brands in the world, with a great advantage over their pursuers: FC Barcelona achieved 96.1 points of media value, and Real Madrid, 90.1. In third place is Manchester United, with 67.2 points.
Given the direct relationship between media value and brand value of clubs, researchers at MRI University of Navarra have estimated the economic impact of having champions of the recent World Cup in South Africa in the squad. The 13 world champions in the FC Barcelona and Real Madrid squad have experienced a media revaluation of 50% of average since June 2010, while the rest of the footballers in the squad, whether World Cup winners or not, have experienced a drop in media value of 4%.
This revaluation of assets represents an increase in value of 72 million euros for FC Barcelona and 61 million euros for Real Madrid. Both clubs benefit from this revaluation even if they do not proceed to transfer any of the champions, since in all logic marketing managers should be able to negotiate higher sponsorship and TV rights contracts.
The revaluation also directly benefits the players involved, who can sign much higher advertising contracts. The results of the study clearly contradict the position of the clubs who claim to feel victimized by loaning out their players for international competitions without obtaining any benefit in return.
José Mourinho, the most media-worthy coach
José Mourinho is once again the world's most media-worthy coach, with 51.5 media value points. His move to Real Madrid has led him to significantly increase the gap to second-placed Sir Alex Ferguson, manager of Manchester United, who has 37.2 media value points. The third most media-worthy coach so far this season is Spain's Rafa Benítez, with 25.8 points, who was sacked as coach of Inter Milan. FC Barcelona coach Pep Guardiola ranks fourth in the world with 22.3 media value points.
The report analyzes for the first time the media impact of footballers' awards. award It reveals the surprising fact that the media impact in Europe of the Ballon d'Or award to Leo Messi was equivalent to that generated by the Nobel Peace Prize for Leo Xiabo and twice as much as the media attention generated by the Nobel Prize for Medicine for Edwards. The analysis reveals that the big loser with the creation of the award FIFA Ballon d'Or is UEFA, because FIFA gets a award that in the last five editions has recognized players who in 96% of the cases have reaped their successes in the UEFA Champions League.
In line with its leading media power, FC Barcelona has signed the largest agreement of sponsorship in history with Qatar Foundation. Researchers Francesc Pujol and Enric Gallemí analyze the brand reputation of FC Barcelona, Unicef and Qatar Foundation to assess the impact of this alliance. An analysis is also made of the reputational risks assumed by FC Barcelona. The results suggest that although Qatar is considered the most moderate regime among the Arab countries, there are real risks linked to the Islamic legislation of the country and other states in the region.
According to Enric Gallemí, one of the authors of this analysis, "for the interests of FC Barcelona it would be beneficial for the Qatar Foundation to acquire greater visibility in its activities to promote Education and science, in order to dissociate the Qatar Foundation brand from the risks as a country".
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