Liverpool have overtaken rivals Manchester United as the ‘most powerful’ sponsorship property in UK football, according to POWA Index, the real-time sports sponsorship valuation engine.

As of February 2020 Liverpool dethroned United at the top of the POWA Index with a score of 18,549. The top five consists entirely of Premier League teams, with Arsenal, Chelsea and Manchester City joining the two most successful clubs in English soccer.

In fact, nine of the top ten clubs in the list are from English soccer’s top flight, with the only exception being the England national team, whose inclusion is attributed to their participation in the upcoming Uefa 2020 European Championship.

Michael Flynn, chief executive of DataPOWA, the company that operates the POWA Index, cited Liverpool’s large audience on video-sharing platforms YouTube and TikTok as key reasons for their enhanced value to brands.

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The POWA Index is generated using data from over 3,000 teams, leagues and events around the world. The engine claims to analyse more than 2.4 trillion data points a day across 60 unique data sets to then create a score composition for each sports property.


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