Football 50 2022 The annual report on the most valuable and strongest football brands May 2022Contents. Foreword 3 David Haigh, Chairman & CEO, Brand Finance Executive Summary 5 6 Brand Value & Brand Strength Analysis Brand Value Ranking 16 Brand Spotlights 21 Paris Saint-Germain 22 Interview with Marc Armstrong, Chief Partnerships Officer, Paris Saint-Germain Juventus FC Feature 25 27 30 LaLiga Interview with Javier Tebas, President, LaLiga beIN Interview with Richard Verow, Chief Sports Officer, beIN Media Group Deep Dive Analysis Methodology 33 50 61 Sport Services ? 2022 All rights reserved. Brand Finance Plc. Brand Finance Football 50 2022 brandirectory/football 2Foreword. What is the purpose of a strong brand: to attract customers, to build loyalty, to motivate staff? All true, but for a commercial brand at least, the ?rst answer must always be ‘to make money’. Huge investments are made in the design, launch, and ongoing promotion of brands. Given their potential ?nancial value, this makes sense. Unfortunately, most organisations fail to go beyond that, missing huge opportunities to effectively make use of what are often their most important ass