Soccer Jersey of the Year 2012

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© Mikkel Bagger. 2013. All Rights Reserved. < 3 > Colofon Green CarpetAward2012 Haute Couture Pret aPorter Preface contents Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å Å The Finals1-3 The Finance:AreStarPlayersInvaluable? The Fashion: IsittheShoes? The Fans: Who'sHotandNot? The StarsoftheGame The Finals1-10 The Finance:PlayerMoney The Fashion: AttheBack The Fans: Let'sHearit The MastersofCouture The Finals1-10 The Finance:Football isaNumbersGame The Fashion: DesignandBrands The Fans: TheVoice oftheFan The ShirtMakers 101 94 92 90 88 87 72 68 64 62 59 32 26 14 8 7 5 Soccer Jersey of the Year 2012. < 4 >

© Mikkel Bagger. 2013. All Rights Reserved. < 5 > of thejerseys. or byprovidinguswithinterestingandwell-crafted reviews by votingfortheirchoiceasSoccerJerseyoftheYear 2012 Our thanksgoouttoall thefanswhohavecontributedeither a globalphenomenon. these days.Combined,thetwotell thestoryaboutfootball as The data from a .com domain in English is by definition global to internationalfootball asitdoestothedomesticleague. internationally andthemediaassuchpaysmuchattention country withasmall league.Thusmostfanssupportteams in termsofpresentingaglobalview.Denmarkissmall The advantageofthisoriginisthatitfairlyrepresentative The datausedispartlyfromaDanishcontext,global. the nameandnumbersets,orplayers. through theentirepublicationwhetherwelookatjerseys, designers, andfinancially bythenumbers.Thisstructureruns perspectives: theeyesoffans,fashion The basicideaistolookatthejerseysfrom3different running thenumbersandapplyingrankingstofindings. year 2012”becauseitintendstobringlightoverwaterby soccer jerseyindustry.Thestudyistitled“soccerof This studyisaninvestigationintotheintricaciesof the resultscanbeconsideredobjective. received financialsupportfromanycompany.Inthissense bodies. Thispublicationhas any industryassociationorotherwisesupportedby scientific validityintheresults.Thisawardis is First ofall itisimportanttopointoutwhatthisstudy Preface NOT . Thisstudyis not ascientificpublicationclaiming not beensponsorednorhasit not backedby Denmark, April2013 M. Bager without whichthecurrentpublicationwouldnotbe. provided indispensableinformationorpromotionalmaterial Finally, ourthanksgoouttotheindustryplayerswhohave James fromVeja, andOliverfromBottletop. Marangoni Milano,ChristianandAndreafromWood Wood, from CameraModa,thestudentsatcanteenofIstituto 2013 andduringFashion Week F/WMilano2013.Renata us abitoftheirtimeduringFashion Week F/WinLondon within thefashionindustrywhoweresokindastogrant We wouldalsoliketosendourthanksthosepeoplefrom Pret aPorter

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© Mikkel Bagger. 2013. All Rights Reserved. < 7 > four fromNike,andthreeadidas. the finaltop10list,threearefrommiscellaneous brands, they arenottheonlyones.Outoftensoccerjerseyson once againaretheprimarycontestants.Butluckilyenough underscoring theindustry,wewill seethatadidasandNike but alsoaboutwhatthefansthinkandfinancialfigures equal terms.Sincethiscontestisnotjustaboutthedesign, brands havethechancetocompetewithbigboyson is all upforgrabs.Minorproducers,small localornational sense thatthecostsofR&Dandproductionarenegliblesoit to designtheworldisflat:entrancebarrierlowin up 75%oftotalreplicashirtsales.However,whenitcomes the dominantshirtmakersingame.Together theymake other fanproducts.Volume wiseadidasandNikearebyfar that thereplicashirtisalsoastrongdriverforsalesof merchandise revenuesstemdirectlyfromshirtsales.Addto primary importance.AccordingtoSport+Markt,53%ofall From acommercialpointofviewtheshirtisalso For thefanitisprimarywaytoshowone’struecolors. One oftheprimarysymbolsafootball clubisitsshirt. Makers The Shirt Ç Ç of theYear 2012Award! Welcome totheSoccerJersey tried tomakesurethatthebig boyswereall onboard. those few“stars”aroundwhich everythingrevolves.Sowe less interestingforafootball audiencesincetheyareamong without RealMadridandFCBarcelonawouldsimplybea lot by theconceptofstarandperformances.Alist the conceptofstariscrucial.Theindustriesaredriven be challenged. Insportsasinotherentertainmentindustries clubs intotal=51jerseys.All choicesandall selections can nominees accordingtoanumberofinternationalrankings: 51 order tocreateacommonframeworkwedecidedpick the 12/13? Nofurtherexplanation.To keepthingssimpleandin which jerseydoyouthinkisthegreatestforseason 2012 istheopinionoffans.We simplyaskedthefans Therefore thefirstcriteriachosenforjerseyofyear and thelimbswouldsoonstarttowitheraway. oxygen totheentirecorpusoffootball. Nofanbloodrunning or players.Neverthelesstheyarelifebloodbringing like aclichéwhenfansareapplaudedbyclubmanagement running theteamisunderheavyscrutiny.Oftenitcansound It isahighlycontestedaffairandeverysingleaspectof professional sportsteamisoftenlikeholdingapublicoffice. because ofthisloyaltythefanisoftenveryvocal.To runa in otherways.Thefanistypically verybrandloyal.And The differencebetweenfansandconsumersalsorunsdeeper deducted toamerecommercialone.Itisanemotionalbond. subscriptions ormerchandise,therelationshipcanneverbe the fandoescontributedirectlybypurchasingtickets,cable relation betweenafanandtheteamhesupports.Andevenif in thesensethattheremaybenodirecttransactional considered traditionalcustomers?Fans varyfromcustomers customers. Nocustomers=nobusiness.Arefanstobe empty stadiumsetc.Everycompanydependsuponits public, noexpansionofaudience,sponsors,TVdeals, fans therearenorevenues,interestfromthegeneral The fansareattheheartofcommercialsports.Without of theFan The Voice not wanttoeliminateentirelytheimpactofvotesforone’s only beseenfromfirstvotes.Ontheotherhandwewould second countryetc.Sointhatregardthefaneffectcannot Many fanssupportoneteamincountryandanothera tight: 5pointsforyournumber1,42etc. limit thefavoriteteamfactorbykeepingscaleintervals fans notjusttovotefor1jerseybut5.We alsotriedto it issimplyplainboring.For thesamereasonweasked virtue, honor,legacy,purenessofthegame.To manyothers jersey isthegreatest.For theRealMadridfanwhiteequals towards theirfavoriteteamwhenitcomestochoosewhich case sincemostfansareheavilyskewedorevenbiased Thebigclubswiththebiggestfanbasesarefavoredinany ranked jerseyswerethesameacrossboard. from thegroupofdedicatedfans.Thoughmosttop of thecontrolgroupnon-soccerfansdidvarysomewhat according tothequestion:areyouasoccerfan?Theresults We alsoranasplittestwheretheaudiencewas novelty, sympathyandappealareall represented. both fanaffiliationandothercriteriasuchasaesthetics, of thedayIbelievewegotahealthysurveyresultwhere comes toopinionssowhynotbyclubaffiliation?Bytheend favorite team.Everyoneisinfluencedbysomethingwhenit

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© Mikkel Bagger. 2013. All Rights Reserved. < 9 > 28 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 RANK Jersey ofYear 2012. data usedasthefancomponentinrankingofSoccer The tablebelowincludesall votestakentogether.Thisisthe PERCENTAGE % 1.6 2.0 2.1 2.2 2.2 2.4 2.4 2.5 2.6 2.6 3.0 3.0 3.3 3.5 3.5 3.5 4.2 4.5 4.6 5.5 7.9 Manchester United FC Copenhagen FC Barcelona Boca Juniors Real Madrid Chelsea FC FC Bayern Dortmund Liverpool AS Roma AC Milan Shakthar Juventus Man City Paris SG St. Pauli Arsenal Twente Napoli Celtic Basel CLUB 48 37 30 27 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 RANK non-soccer fans.TheaudiencewasAmerican. The top20rankingofthejerseysfromfansurveyfor Manchester United Manchester City FC Copenhagen Velez Sarsfield FC Barcelona Boca Juniors Real Madrid Fluminense Chelsea FC FC Bayern Sao Paulo Dortmund Flamengo Liverpool AS Roma AC Milan Shakhtar Juventus Paris SG St. Pauli Arsenal Twente Napoli Celtic Basel CLUB White Red Blue COLOR blue, redandwhite. in total.Too little.Sowedelimittheanalysistoincludeonly of brown,yellow, greenandblackconsistsofonly6jerseys Finally, let’strytolookattheresultsbycolor.Oursample a small image.Plainredwouldsurelynotbeahit. contrast andthedetailsingarmentdidnotshowwell in scheme couldbedeemedattractive.Butmaybethegold of 51ishardertoexplaingiventhattheredandgoldcolor juventinos aside.WhyFCBayernendsupatnumber37out the design.Blackandwhiteisnotapopularcombination, Arsenal andtheNapolijerseyssufferfrombeingmessyin with agoodscorebecausethenamesoundsfamiliar.The Real MadridorFCCopenhagen.Copenhagenmightendup colors makingthejerseymuchlesswhitethanforinstance What theyhaveincommonistheuseofheavycontrasting on thelistisShakhtarDonetsk.ThethirdSaoPaulo FC. Celtic jerseydidnotmakethetop10.Thefirstwhite usually havemuchappealandamongthesoccerfans at theverytopoflist.Greenandwhitejerseysdonot might havebeeninfluentialwhenitcomestohavingCeltic of afamousUSbasketball teamtheBostonCeltics.That and bluecolors,withfamiliarnames.Celticisthename conclusion maywell bethatpeoplevotedforjerseysinred Let’s trytointerprettheresultsofnon-fansurvey.The CLUBS 17 18 10 AVERAGE SCORE 135 70 96 survey. popular colors.Thispreferenceseemstobeconfirmedbythis general publicbluefollowed byredandgreenarethemost count bothasredandblue.Atagloballevelamongthe this kindofexercisesinceBasel,Barcelonaandothersmay other modifications were made. Certain difficulties do apply to even ifbestandworstperformerswerestrippedoutor the leastpopular.Theresultswouldnotchangedramatically Blue isbyfarthemostpopularcolorwhilewhite

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© Mikkel Bagger. 2013. All Rights Reserved. < 11 > Quotes Fan styles fromthepreviousjerseyand many teamsslightlymodifythe years astomeritpurchase.Too sufficiently differentfromprevious Ç color block.” no hugesponsornameinsidea Ç much aspossible.” jerseys thatminimizedthelogoas was! Butmostly,Itriedtofindthe aesthetics andnotwhatteamit Ç rely on'newkit!'publicitytosell.” Ç Ç Ç “I likethejerseyswithcollars, “I triedtolooksomewhatat “I lookforjerseysthatare world.” Paris asthefashioncapitalof match anddesign.Fully livesupto simplistic andstylish.Greatcolor Ç not onteams.” and graphicsvisualboldness; Ç Ç Ç I thoughtmightwear.” effective...so Ivotedbasedonwhat but thegraphicsweremore Ç Ç Ç Ç Ç Ç “Corporate logosarenotchic!” “None werereally ‘beautiful’ “The jerseyofParis SGis “I basedmychoicesoncolor “I hatethestrippedones.”

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© Mikkel Bagger. 2013. All Rights Reserved. < 13 > Simplicity oftenworksbest.” on pitchaswell asinthepub. is equally well-suited towear collar. Thisisa jerseywhich simplistic andwithacontrasting Ç with detailsoftheclub'shistory.” Ç shades ofred.Greatjersey.” chequered patternwithdifferent It isslightlydifferentwiththe so Imaystill liketheirjersey. Ç Ç Ç Ç “Manchester Citybecauseitis “Liverpool. Simplicity.Butstill “I hateManUnitedbuteven by introducingthewhitecollar!” traditional ACMilanshirtdesign Ç Barcelona.” blue asforinstancePSGand jerseys withamixofredand combination. Isurelypreferthe primarily influencedbythecolor aesthetics. Nextmychoiceis on amixoffavoritecluband Ç Ç Ç “Bold movetobreakwiththe “My preferenceisbased shape ofacrewneck,vorhighcollar. Manykids design expressionleftistheneckline.Ittypically takesthe stripped outorreducedtoinsignificance.Themostimportant In thecaseofafootball shirtmanyoftheseelementsare decisions aboutbuttons,collar, pattern,neckline,cuffsetc. The designofatraditionaldressshirtwouldinvolve Design look oftheshirt. elements wherethedesignerscanmakearealchangeto changes fromoneseasontothenext.Thisisoffew crew necktoocasualandt-shirtlike.Oftentheneckline consider thehighcollar toostiff.Manyadultsconsiderthe

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© Mikkel Bagger. 2013. All Rights Reserved. < 15 > without anydistinguishingfeatures.Inothercasesaneffort with elastaneorcotton.Oftenthepatternisblandandplain shirts mostaremadeof100%polyesteroramix is importantforthevisualexpression.Incaseoffootball garment determinesthefeelofpiece.Thepatternchosen In all tailoringthegarmentisofprimaryimportance.The Garment finalized productandbringitalive. of club,apparelbrand,sponsoretc.areaddedtocreatethe and embroideryareaddedtothenakedgarment.Credentials fabric orevenusingdifferentweavingtechniques.Transfers is madetoworkwithpatternanddifferentcolorsinthe The barforexcellence andachievementhasbeenraised. other topEuropeanleaguesissomewhatmorequestionable. but whetheritwill beabletokeepupwithmajorclubsin at theforeofdevelopmentsinItalyoveryearstocome are thecolorsofcity’sheraldry.ACMilanwill surelybe to thecityofMilanisfoundinwhite-redcolorswhich present inACMilanapparelandmerchandise.Thestronglink Thus thered/blackcolorsandlittledevilareusually Milan is ‘i rossoneri’ (the red blacks) or ‘il diavolo’ (the devil). Juventus andcityneighborsInterMilan.ThenicknameofAC requires top-notchplayers.Themainrivalriesarewith innovation, andaboutconqueringtheworld.Thisalways says itall. TheACMilanbrandisaboutwinning, mondo” ‘themostwinningclubinternationally intheworld’, The club’smostrecentbrandslogan“ilclubpiutitolatoal popular andmostwell-renown soccerteamsintheworld. AC Milanwasfoundedin1899.Theclubisamongthemost Connect Brand Milan AC of possession,highpace,andatatechnicallevel. been playingadistinctiveArsenalstylefootball withlots Arsene Wenger tookoverduringthe1990steamhas would bechanting‘boring,boringArsenal’.Aftermanager Long gonearethedayswhenfansofopposingside North LondonDerbyversusmainrivalsTottenham Hotspur. moved upnorthintheBritishcapitalandisnowpartof Arsenal FCwasfoundedin1886southLondon.Ithassince revision. be reversed?Ifnot,theArsenalbrandisupforsomekindof weakest winningrecordoverthepast10years.Cantrend producing revenue,itisthetop10clubinworldwith does verywell whenitcomestomanagingfinancesand titles isobligatoryinordertoretainposition.WhileArsenal to besuccessfulwinningisamust.For atopteamwinning and thetrophycabinetisinebbmode.For anysportsbrand Manchester UnitedorLiverpoolFC.Thetitleflowhasstopped and internationally ithasneverreachedtheheightsof While Arsenalhasbeengrowingitsfanbasedomestically FC Arsenal

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© Mikkel Bagger. 2013. All Rights Reserved. < 17 > come. challenge seemsevenhardertoovercomefortheyears increased popularityoftheUEFA ChampionsLeaguethis under theradar.Withcontinuedstrengtheningand that Argentinianfootball andCopaLibertadoresgosomewhat record. Thegreatchallenge forthebrandatagloballevelis club inArgentinaandcontinuestohaveastrongwinning his break-throughatBoca.Bocaisbyfarthemostpopular competitions intheworld.Furthermore DiegoMaradonagot that Bocaisthesecond-mostwinningclubininternational as thefiercestrivalryinworld.Anotherreasonisfact archrivals RiverPlate.To manyobserversthisderbycounts is themuchreveredsuper-clasicomatchplayedagainstcity recognition acrosstheworld.Part oftheexplanationforthis football clubsfromoutsideEuropewhichhascertainbrand from astrongvisualbrandappearance.Itisoneofthefew the Swedishflagonashippassingby.Bocathusbenefits according tothelegendtheywerechosenwithreference La Boca.Blueandyellow arequitedistinctivecolorsand Argentinian cityofBuenosAiresandtheneighborhood CA BocaJuniorswasfoundedin1905.Theclubisfromthe Boca Juniors CA supporters outsideoftheGermanheartland. popularity internationally Dortmundmightalsostarttogain the hugefanbaseinGermanyandifBundesligagains and talentedteam.Dortmundshouldbesettocapitalizeon birth andDortmundisnowridinghighagainwithayoung disappeared fromthegrandstage.Aftercrisiscomesre- things turnedsourduringthenougthiesandDortmund as firstchallenger toFCBayernforthethrone.Unfortunately to establishitselfasthesecondpoleinGermanfootball and the 1990sDortmundwasrightthere.Thusclubmanaged turned sportsintopartoftheentertainmentindustryduring as aglobalphenomenonandtheincreasedcommercialization color scheme.Thatmuchisforsure.Whenfootball tookoff visual brandDortmundisverydistinctiveduetothepowerful the clubcolorswithparticularprideandpertinence.The exact reasonstheblack-yellows “DieSchwartzGelben“use is notusedveryfrequentlywithsoccerkitsandforthose to asurveybyToronto colorweek.Probablythereforeyellow is themostdislikedcoloramongpeopleglobally according club colorsareyellow andblack.Actually thecolorofyellow from thecityofDortmundinRuhrGebietGermany.The Borussia Dortmundwasfoundedin1909.Theclubcomes Dortmund Borussia future looksgreen/white. The brandisstaticbutthecontentverywell defined.The brand valuegiventhecurrentstructureofEuropeanfootball. remain awell-recognized brandbutitwill behardtoadd and itbringslimitedexposureinternationally. Celticwill the Scottishleague.Thismakesithardtoattracttoptalent major problemissimplythelocationinScotlandorrather embodies all thecomponentsneededforastrongbrand.The but isotherwisefollowed primarilyinScotland.Celtic Celtic enjoyscertainpopularityinIreland,USandAustralia the whiteandgreenstripedCelticjerseyisverydistinctive. shirts. Furthermore greenisnotusedveryfrequently.Thus are forfootball shirtswhilehorizontalstripesareforrugby the commonScottish,Irishheritage.Usually verticalstripes is called OldFirm.ThenameCelticwaschosentoreflect 1888. Together witheternalrivalsGlasgowRangers,Celtic The ScottishgiantwasfoundedinGlasgowasearly FC Celtic FC ithas.However,moneyhasonlybeentheentranceticket Money canbuysuccessinsportsandthecaseofChelsea when RussianRomanAbramovichboughttheclubin2003. End. DramaticchangewastocomeChelsea’swaythough history arathermediocrefootball teamfromLondon’sWest shorts andwhitesocks.ChelseaFCwasformostofits ‘the Blues’.Thehomeuniformconsistsofabluejersey, Chelsea FCwasfoundedin1905.Theclub’snicknameis have covered. well-defined orasconsistentmanyoftheotherclubswe gets removedorwill itfold?TheChelseabrandisnotas building beenerectedwhichwill standoncethefoundation value ofthecluboncecurrentownerisgone?Hasa trying toassesstheChelseabrandis:Whatis suitors arenotfarbehind.Thequestioneverybodyaskswhen however theywill havetowatchtheirbacksinceother Chelsea isnowsecondhorseinEnglandafterManUnited, expanded thereachofChelseaFCfanbaseconsiderably. League, highqualityplayers,andthewinningoftrophieshas you takethefinalsteptosuccess.Theallure ofthePremier clever managementandconsistentperformancescanmake to thefirsttierinworldoffootball. Fromthereononly FC Chelsea

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© Mikkel Bagger. 2013. All Rights Reserved. < 19 > conceivable way,fashionablerightnow. a specificway:TheBarcaway.Andthe‘Barcaway’isinevery Barcelona strivesforthesamebutithastobecarriedoutin has theambitiontoplay‘jogobonito’andwin–FC defined byexcellence onthebenchandfield.IfBrazil Cruyff andGuardiola.RonaldinhoMessi.Theclubis one focuseson,FCBarcelonaistopornearoftheleague. world ofinternationalfootball. Nomatterwhichdimension Madrid andManchesterUnitedasthetriumvirateruling years. FCBarcelonahasestablisheditselfalongsideReal on andoffthepitchhasbeentremendousoverpast7 brand identity.Barcelonaistheclubofhour.Thesuccess red/yellow, thecolorsofCatalanflag,giveitadistinct colors areimportanttoBarca:blau/grana+frequentuseof is exclusivelythefootball dimensionwewill focuson.The politics relatingtoCatalunyaaswell. Butinthiscontextit phenomenon insocietyandwithanimportantroletoplay which isprobablywhatitis.TheclubofFCBarcelonaa Barcelona is‘mesqueunclub’meaning‘morethana FC Barcelonawasfoundedin1899.Thesloganof Barcelona FC from theGermanBundesligaandbringstoforeacertaintype strong management.FCBayernattractsthebestof uniform andlogo.Theclubisfinancially soundandwitha and whitearetheofficialclubcolorsof and amongthemostsuccessfulonEuropeanstage.Red Bayern isbyfarthemostwinningclubinGermanfootball further commentsareunnecessarythenamesaysitall. FC FC BayernMünchenwasfoundedin1904.For mostpeople foundation withmoreinternationalflairisastrongcocktail. in Europeandtitles.FCBayernlooksgood.AstrongBavarian players, newcoach,strongerleague,continuedparticipation The brandisevensettoincreasevalueandexposure–new is settocontinueitsgloriouspastovertheyearscome. the clubmanagementisall recruitedfromwithin.FCBayern Foreign playershaveneverbeenmorethanroleand of FührungsSpieler givingtheclubleadershiponfield. München FC Bayern

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© Mikkel Bagger. 2013. All Rights Reserved. < 21 > can tell... laggard whenitcomestotakingthebrandglobal?Onlytime frontrunner alsoininternationalfootball? Orwill itremaina English andSpanishclubs.CanJuventusestablishitselfasa known andfarlesspopularacrosstheworldthanmajor Juventus trailsACMilanbyfarandisalsolesswell- follow ishowLaJuvewill fareinternationally. Inthiscontext the positionasfirstinclassItaly.Theinterestingthingto has beendownforacoupleofyearsbutisnowregaining the stronglinktopastandcityofTurin. Juventus give theclubamorecontemporarystylewhilepreserving legacy, andpassion.Thenewvisualbrandidentitytriesto club accordingtotheconsultancyInterBrandare:excellence, for thewhiteblackstripedjerseys.Thecorevaluesof rivals laJuveforfirstspot.Thezebraisthemainreference is thedominatingforceinItalianfootball. Nootherclub referred toas'Bianco-Neri'or'LaVecchia Signora'.Theclub Juventus wasfoundedin1897.InItaliantheclubisoften Juventus value significantlyovertheyearstocome. off thefieldifLiverpoolbrandistoraisestarand comes tofinancialperformance.Muchworkisneededonand trailing topteamsathomeandabroadsignificantlywhenit participation intheUEFA ChampionsLeague.TheRedsare players andconsistentperformancessuchasregular to appealtheyoungergenerationtheyneedworldclass on anolderfanbasethanmanyotherclubs.For Liverpool the UKandinternationally butitisprobablyrelyingmore increasingly inconsistent.Theclubisimmenselypopularin entirely howtowintrophiesbutperformancehasbecome commitment, andtotaldedication.Liverpoolhasnotforgotten as muchaboutwinningtheyaresacrifice,loyalty, to buildintothebrand.ThecorevaluesofLiverpoolFCare other clubhassuchanarrayofidentitycreatingsymbols LiverBird, AnfieldRoad,TheKop, You’ll Never Walk Alone.No structures tounderlinethevisualbrandidentity.Hillsborough, relying heavilyonstrongsymbolismfromiconiceventsor its legacyasopposedtothecurrentresults.Theclubisalso probably thefootball brandintheworldrelyingmoston Liverpool FCwasfoundedin1895.Thebrandis FC Liverpool open bookyettobewritten. Citizens butcompetitionisfierce.TheManCitybrandan lot tohelpbringthefansin.Soitisall upforgrabsthe internationally already.Trophiesandtopplayerscandoa Liverpool, Arsenal,andChelseaalsohaveawidefollowing of ManUnitedweretherefirst.AndotherEnglishclubslike each majorEuropeanleague.Theproblemisthatcityrivals choose tosupportmorethanoneteampickingin its fanbaseoutsidethecityofManchester?Manyfansmay challenge fordomestictitles.Will ManCitybeabletogrow signings itsuddenlymoveduptheranksandstartedto the millions flowinginfromtheGulfandwithbigplayer middle ofthetableinEnglishPremierLeague.Butwith in Manchestertheclublivedaquietexistencesittingat bin ZayedAlNahyanandtheAbuDhabiUnitedGrouparrived the arrivalofsheikhsAbuDhabi.UntilSheikhMansour is impossibletolookatManCitywithouta‘before’and‘after’ The football clubofManchesterCitywasfoundedin1880.It City Manchester United. Thewinningattitudeandthecountlesstrophies 1992. WinningisverymuchintheDNAofmodernMan force intheEnglishPremierLeaguesinceitsinception among thetop3globally. Theclubhasbeenthedominant turned frombeingaverageintoTHEclubinEnglandand importance. However,sincetheearly1990sclubhas the clubwasoneamongmanyEnglishclubsofcertain Manchester Unitedwasfoundedin1887.For manyyears Man Unitedbrand. it comestoassessingtheallure andstayingpowerofthe sports teamintheworld.Thattells muchofthestorywhen global phenomenon.ManUnitedisForbes’ mostvaluable estimated 600million fansglobally tell thestoryofatruly United colorperexcellence blackandwhiteoftenfollow. An with clubmerchandiseanduniforms.RedistheMan is theRedDevils.TheDeviloftenusedinconjunction as well. Nofurthercommentsnecessary.Theclub’snickname player. ThenameofSirAlexFergusson hastobementioned spirit whichsetstheteamandclubaboveanyindividual than anythingelseManUnitedischaracterizedbytheteam Good playershaveworntheManUniteduniformbutmore landed havedefinedtheclubduringlast2decades. United Manchester

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© Mikkel Bagger. 2013. All Rights Reserved. < 23 > though competitionremainsstiff. the futureof‘GliAzzurri’fromazureblueGulfNaples, by nowparticipatingregularlyinEurope.Thisbodeswell for symbolized bytheclub.NapoliisbackinItalianfootball and emphasizing theanti-establishmentandopposingpower main rivalryiswithJuventus,ASRoma,andtheMilanclubs brand areopposition,loyalty,passion,andnevergiveup.The of Napoli,Campania.ThecorevaluestheNapolifootball supported clubinItalybutmostfansstemfromtheregion headlines intheinternationalpress.Napoliisfourthmost quiet existencewinningfewornotitlesandwithoutmaking Belle ÉpoqueofMaradona,andafter,Napolihashadarather had someveryskilled lieutenantsbyhisside.Beforethis Maradona butnobodydoesitaloneinteamsports.Diego triumph wasmuchtheworkofArgentinianlegendDiego south ofRometowinanItalianchampionship.Thishuge city ofNaplesinItaly.Napolibecameonlythesecondteam SSC Napoliwasfoundedin1926.Theclubcomesfromthe Napoli SSC In FrancePSGsymbolizestheestablishmentandelite of theworld’sgreatcities,evokesemotionandrecognition. PSG brandisrelatedtothecityofParis. Paris, beingone not muchofafactoreither.Themaincomponentthe relatively youngdatingbackonlyto1970thushistoryis associated withalegacybuiltupontitles.Theclubis record isreasonableinaFrenchcontexttheclubnot PSG isthemainfootball clubinParis. Whilethewinning emerging playertowatch. will surelygrowasabrandacrossall dimensions.PSGisan Paris fashionindustry,theluxuryandcelebritysceneinParis, the brandisunderchange.Paris SG,withthelinksto club andinvestedheavilyintopplayerswiththeresultthat Tricolore. LatelyaQatariinvestmentgrouphastakenoverthe blue, red,andwhite.ThesamecolorsastheFrenchflag:Le symbolized byOlympiqueMarseille. ThecolorsofParis SGare in Paris versustheregionsandinparticularsouth Saint-Germain Paris

Soccer Jersey of the Year 2012. < 24 >

© Mikkel Bagger. 2013. All Rights Reserved. < 25 > foreseeable future. record etc.Nothingindicatesthatthisistochangeforthe value, brandjerseysales,homeattendance,winning is takenintoconsideration:revenues,fanbase,squad league intheworldoffootball nomatterwhichdimension the topteamsisontable.RealMadridof as well asforRealMadrid.AEuropeansuperleagueamong domestically whichposesaproblemfortheSpanishleague challenge forRealMadridisthattheclubhasgrowntoobig says nowhenRealMadridcomesknockingatthedoor.The players andthegreatestperformersoutthere.Nobody level RealMadridneedstobeableattractthegreatest beautiful football. Inordertoplaythegameathighest fairness, respectforopponentandofficialsbyplaying but winningtherightway.Thewayisacombinationof of communication.TheRealMadridbrandisall aboutwinning Expansive inthereachthroughmediaandbymodernmeans time: Limitedinthedirectaccesstoclubandplayers. itself. Thebrandislimitedandexpansiveatthesame known asabrandwell beyondthoseinterestedinthesport Real Madridwasfoundedin1902.Today theclubiswell- Madrid Real unique brandidentity. distinctiveness andalternativecorevalueswhichgivesitits comes toSt.Pauli itseemsveryadequatetoemphasizethe which isratherunusualintheworldoffootball. Butwhenit the cityofHamburg.Thecolorhomejerseyisbrown is redandwhitethesamecolorsasincoatofarms to bereckonedwithintheworldoffootball. Theclublogo club withverymodestsuccessonthepitchtobeabrand to manysportsandnon-sportsfansalike.Thisallows a and thealternativepunkculturesurroundingclubappeal and toleranceforsub-culturesminorities.Thesevalues the clubrelatetopunk,leftwingsocialmovements,activism, achieved, inparticularGermany.Thevaluesatthecoreof of theFCSt.Pauli brandisthe“kult”statusclubhas contrary tomanyotherstrongsportsbrands.Atthecore originating. Theclubbrandisnotrelatedtowinningtitles 1910. Theclubisinherentlylinkedtothedistrictwhereit by theharborofsamename.Theclubwasfoundedin FC St. Pauli is from the city of Hamburg and the neighborhood St. Pauli FC Paris SG Napoli Manchester City Juventus AC Milan Borussia Dortmund FC Bayern Arsenal FC Chelsea FC Liverpool FC Manchester United FC Barcelona Real Madrid CLUB mmsports.com award rankedfrom1to13accordingsalesfigures The 13jerseysshortlistedforthejerseyofyear2012 into commercialrevenuesandspecifically intojerseysales. performance onfield.Thereforesuccessoughttospill over Popularity insportsisverymuchaneffectofresultsand thing withjerseysales.Themorefansthejerseyssold. a largeextentitspopularityandthesizeoffanbase.Same Well, thecommercialrevenuesaclubcancommandreflectto stand out.Whywouldweexpectthetwoliststocorrespond? are strikinglysimilarthoughafewnotabledifferencesdo highest grossingclubsforcommercialrevenues.Therankings of theyearawardarealsopresentonlistover Most oftheclubswhichhavebeenshortlistedforjersey relate. sales. Let’sseehowcommercialrevenuesandjerseysales are defined as sponsorships, licensing deals, and merchandise League: TV,Stadium,andCommercial.Commercialrevenues they compiletheannualrankingofFootball Money Deloitte looksat3revenuestreamsforfootball clubswhen Revenues Index Commercial RANK 13 12 11 10 9 8 7 6 5 4 3 2 1 Dortmund Liverpool Manchester City Manchester United FC Barcelona Real Madrid FC Bayern CLUB is availableforParis SG. season 11/12fromtheDeloitteMoneyLeaguereport.Nodata commercial revenuesofthemajorEuropeanclubsfor Let’s trytopausethereforaminuteandlookatthe were aggregated atagloballevelleavingout thefigures Most likelytheresultwould be thesamethoughiffigures popular thanGermanthismay bepartoftheexplanation. Scandinavian basedretailerwhere Englishfootball ismore commercial revenues.Sincethe salesfigurescomefroma while Germanclubstendtorankhigherwhenitcomes clubs tendtorankhigherwhenitcomesjerseysales position ofEnglishversusGermanclubs.The The mostnotabledifferencebetweenthetwolistsis *In thecaseofParis SGthenumber isbasedonourestimate. Newcastle AS Roma Napoli Lyon Paris SG* Marseille Inter Tottenham HSV Arsenal Juventus Chelsea Schalke 04 AC Milan COMMERCIAL REVENUEM.€EURO 138.5 145.4 186.9 187.2 201.6 97.3 99.1 17.1 36.8 38.0 42.6 47.0 47.0 50.3 51.3 58.1 64.9 73.0 87.1 93.4 96.8

Soccer Jersey of the Year 2012. < 26 >

© Mikkel Bagger. 2013. All Rights Reserved. < 27 > Manchester City Paris SG FC Bayern Napoli Juventus AC Milan Dortmund Arsenal Manchester United Chelsea FC Barcelona Liverpool Real Madrid CLUB of all thusFCBhasbeensettoindex100. provide anyinsights.FCBayernhasthehighestcommercial revenues ofaclubwithitsjerseysalestoseeifthatcan The tricknowistocreateanindexcombiningthecommercial two thirdsofthecommercialrevenuesSchalke04. home andabroadbutevensoitonlymanagestonetaround past 2decades.Arsenalisaclubwithlargefollowing at dominating forceinEnglishfootball overthecourseof to SchalkethereisaclublikeArsenalwhichhasbeen very insignificantoutsideofthehometownarea.Compared club hasnointernationalstarplayers.Thusjerseysalesare does notplayregularlyintheUEFA ChampionsLeague.The club hasneverwonachampionshipintheBundesligaand Gelsenkirchen. Gelsenkirchenitselfisarathersmall city.The example Schalke04probablyhasfewsupportersoutsideof sponsorship dealsthanthoseinothercountries.To takeone German clubsusually generatefarhigherrevenuesfrom most sponsorshipsarenationalorevenlocalitmeansthat the GermaneconomyisbiggestinEuropeandsince the mostwidelyfollowed leagueinternationally. Furthermore extremely popularinEnglandbutthePremierLeagueisalso in Germanybutnotsomuchabroad.Englishfootball is from thehomecountry.Germanfootball isextremelypopular INDEX 100 108 123 127 130 376 464 540 590 607 841 34 44 the PremierLeagueattop. pattern withthetwoSpanish giantsandthetopteamsfrom Otherwise theCommercialRevenues Indexfollows afamiliar Nike. having amorelimiteddistributionnetworkthanadidas& manages toclosethegapmaybeasaresultofMacron Juventus and39%ofthoseACMilan.InourindexNapoli Juventus globally. Commercialrevenuesare52%ofthose of compared to400,000)ofthejerseysACMilanaswell as international jerseysales.Napolisells around10%(44,000 will sufferbothwhenitcomestosponsorshipdealsand in theUCLandwithoutglobalbrandrecognitionaclub both rawlistsisnosurprise.Withoutregularparticipation That asmaller clublikeNapoliendsupnearthebottomat commercially. making sportingsuccess/failureslowertomaterialize reiterate: Manysponsorshipdealsarelong-termcontracts the yearstocomeasaresultofvictoryinUCL.To But maybethecommercialrevenueswill indeedgrowover list. EvenduringayearwithChampionsLeaguesuccess. since theclubonlymakesitto10thspotonDeloitte opportunity whenitcomestogrowingcommercialrevenues In thecaseofChelseaFCitseemslikethereisabusiness 2011/12 seasoninanycase. more thancommercialrevenues.Whichdatebacktothe at thestartofseason12/13jerseysaleshavebeenhurt players overthesummerof2012andwithpoorresults revenues. Thuswiththewholesalesell-off ofhigh-quality real-time barometerforthestateofaclubthancommercial success. Thusthejerseysalesparameterisamoresensitive current cropofplayers,thedesignjersey,andonfield contracts whilejerseysalesarehighlydependentonthe Milan. Commercialrevenuesoftendependonlongerterm due toaweakdatamaterial.AmoreinterestingcaseisAC Paris SGandManCityendupatthebottomoflistpartly make thetop3 nomatterhourthelistisconstructed. reasons forthatselection.In anycaseall 3teamswould Barca andRealMadridonthe list.However,Forbes hasits A lotofpeoplehavequestioned thatManUnitedisabove Paris SG Napoli Valencia Marseille AS Roma Hamburger SV Lyon Dortmund Manchester City Inter Tottenham Schalke 04 Juventus Liverpool Chelsea AC Milan FC Bayern Arsenal FC Barcelona Real Madrid Manchester United CLUB Forbes MostValuable SoccerTeams 2012: similar; thesameclubsdominatebothlists. and thustheworthofaclub.Thoughfindingsarerather similar buttriestogiveamoreholisticviewofthefinances profits noratequityorfutureincome.The Forbes rankingis 2012. TheMoneyLeaguelooksatcurrentrevenues,butnot for thelistare20clubsfromDeloitteMoneyLeague most currenteditiondatesbackto2012.Theteamsselected worth ofagivensoccerteamatpointintime.The Forbes’ listofthemostvaluablesoccerteamsindicates Index Brand Value CURRENT VALUE INM.USD$ 1235 1292 1307 1877 2235 350 283 288 349 354 355 385 394 443 490 564 587 591 619 761 989 talented players,andnurturingabigfanbase.Jerseysales maybe sincevalueisdependentonwinningtrophies,having come fromthemostvaluablesoccerteams.Notsurprisingly commercial revenuesandjerseysales.Thebestselling jerseys another evenmorethanwhenitcomestothecomparisonof and thelistofsoccerjerseysalestwolistsresembleone When itcomestothecomparisonoflistbrandvalue changes totheconfigurationattopoflist. results onthefield.Otherwiseitishardtoseeanymajor on theriseareJuventusandDortmundduetotheirimproved the yearstocomeduetheirstrongfinancialbacking.Also Manchester City and Paris SG may rise on the Forbes list over the disposalofclub. greatest appeal,neutralizingtheeffectoffinancialmeans at international expansion.Inverselywhichjerseyshavethe which teamsarebestsuitedtoincreasetheirvaluethrough The valueoftheindexmaybetogiveusanindicationas to partly excusedduetolimiteddataonthosetwoteams. others belowthe100mark.Paris SGandManCitymaybe club’s brandvalue.TheoppositeisthecaseforACMilanand means thattheclubsells alotofjerseyscomparedtothe Liverpool FChasascorewell abovethe100markwhich benchmark. To explainhowtheindexworkswecanseethat in theForbes rankingwehaveusedManUnitedasthe sales isindexed.SinceManUnitedhasthehighestvalue have triedtocreateanindexwherebrandvaluejersey Taking theForbes brandindexasapointofdeparturewe depend prettymuchuponthesameparameters.

Soccer Jersey of the Year 2012. < 28 >

© Mikkel Bagger. 2013. All Rights Reserved. < 29 > luster withthesportingGods. seems tohavebeenhitinverselybythesamehavinglost secure 4thspot,alsoaneffectofonfieldsuccess.ACMilan team. Chelsea’sChampionsLeaguewinmayhavehelpedthem Things canturnquitequicklydependingontheresultsofa brand value.Thisiswheretheimpactofsportskicksin. they havesoldquitewell comparedtotheirrelativelylow their fantasticplayintheChampionsLeagueandtherefore football. ButDortmundhashadarun-awayseasondueto it isnotusually countedamongthetopteamsofEuropean Most surprisinglymaybeisthepositionofDortmundsince Paris SG Man City AC Milan Napoli Juventus FC Bayern Arsenal Man United Dortmund Chelsea Real Madrid Barca Liverpool CLUB BRAND VALUE INDEX 100 106 205 278 280 322 19 35 41 48 50 54 63 the 4clubsat the topoflist.Manyfans wouldbuytheir There arestrongargumentsfor choosingthehomejerseyfor authentic etc.areoftenonly available inthehomeversion. fact thatsomeversionsofa jersey likewomen’s,long-sleeve, an “either/or”.Statistically thehomejerseybenefitsfrom the therefore thepurchasingdecisionisnotan“and”butrather stadium, fanetc.Mostfansbuyjustonejerseyperseason. So style, shortsleeve,longwomen’s,authentic,replica, versions ofthejerseylikehome,away,third,European fan prefers.Themanufacturersmayreleasemanydifferent A number of factors determine which version of the jersey the 13 12 11 10 9 8 7 6 5 4 3 2 1 RANK Ranking bypercentageofhomejerseyssold: away orthethirdjersey. home jerseyisnotdeemedattractivehemayoptforthe Madrid jerseybecausehesupportsRealMadrid.Butifthe compared toalternateversions.AfanmaybuytheReal of thehomejerseyisbylookingathowitpopular even three.Onewaytotrydeterminetheattractiveness have atleasttwojerseysforeachseasonandmany jerseys asthenomineesforaward.However,all teams In ordertokeepthingssimplewehavepickedthehome Strength Home Jersey FC Bayern AC Milan FC Barcelona Napoli Real Madrid Manchester United Arsenal FC Chelsea FC Juventus Liverpool FC Borussia Dortmund Manchester City Paris SG CLUB HOME 43 55 60 60 63 64 66 66 66 71 84 90 90 OTHER 57 45 40 40 37 36 34 34 34 29 16 10 10 which arealreadyinvolvedinongoingcontractsandwhere among thefans.Themid-sectionfrom5-12consistofclubs their firstjerseyfrom Warrior hasindeedbeenwell-received sponsor. Anewjersey.RedisthecolorforRedsand their firstyearasa Warrior team.Anewathleticapparel the casewithotherclubs.LiverpoolFCwouldstartout yellow colorissomewhatstrongerlinkedtotheclubthan buy theirfirstDortmundjerseyfrom Puma. Besidesthatthe switched fromKappatoPuma soeveryonewouldhaveto probably bymostconsideredplainugly.Dortmundhasjust home jersey.TheManCityawayjersey12/13wasbrownand attention untiltheseason12/13.Anaturalchoiceisthen first PSGjerseysincetheclubhasneverattractedmuch and trendswhenitcomestosoccerjerseys. One shouldnotunderestimatetheimpactoffashiondynamics that theyalreadyhaveahomejerseyinthewardrobe. it mayleadsomefanstobuyanalternatejerseyinthecase a homejerseydoesnotchangemuchfromseasonto home jersey12/13isacarry-overfromthe11/12season.If up atthebottomoflistisnosurprise.TheFCBayern the noveltyfactorislesspredominant.ThatFCBayernends

Soccer Jersey of the Year 2012. < 30 >

Soccer Jersey of the Year 2012. < 32 >

© Mikkel Bagger. 2013. All Rights Reserved. < 33 > 1/10 The Fashion The Fans Ç Ç Ç Ç Madrid Real Total Average Score:2.7 and asbestintheleague. completes theimageofasolidoverall performance devoted fansandthefashiondesigners.This has strongnumberstobackuptheopinionof loved thestylishandclassyjersey.RealMadrid about thewhitejersey.However,designers The fansmaynotall havebeenoverlyexcited Los Blancos! Soccer JerseyoftheYear 2012.Congratulationsto This makestheRealMadridhomejersey12/13THE Real Madridendsupwithafinalaverageof2.7. The FinalCut The Finance Ç Ç Ç Ç Kit: Home Colors: White/Navy Season: 12/13 Make: adidas

Final Rank:1 Rank: 1 Rank: 5 Rank: 2

Soccer Jersey of the Year 2012. < 34 >

© Mikkel Bagger. 2013. All Rights Reserved. < 35 > Average DesignScore:8.5/10 Brand connectquitesuccessful. and timelessclass.To sumup:Material great.Designdecent. vivid. Overall the12/13jerseyhasanicetouchofelegance The contrastingcolorsdothejobinmakingjerseymore classical jersey.Inthisregardthe12/13editiondelivers. Real Madridwithalongtraditionoughttohavestylish more positivewithregardtothedesign.Aroyalclublike over anotherdidnotreceivemuchapplause.Otherswere attract abitofattentionaswell. Thev-neckwithonelayer credit fortryingtolightuptheplainwhite.Thecollar did did notlikethesilverlinesinfabricbutgiveadidas which issoftandpleasanttotouch.Onedesignersaidhe The fashiondesignerswhomwespoketopraisedthematerial The Fashion Percentage ofFan Votes: 4.3% to endupwiththefifthbestscoreinfanvote. popularity oftheclubatagloballevelitwouldstill manage score well amongthenon-soccerfans.Butduetooverall fans /nonsoccerfans.AndpredictablyRealMadriddidnot a splittestcategorizingthevotersintwohalves:soccer associations toateamoranevent.Inthesurveyweran The exceptionstothisrulestemprimarilyfromspecific than thejerseyitself.Whiteassuchisrarelyverypopular. as number5.Probablymoreduetotheclubandplayers Real Madridmanagedtosneakintothelistoverfanfavorites Fan Survey Rank: 5 Rank: 1 Total FinancialAverage:4.3 Home JerseyStrength:63% the homekitisavailableinalongsleeveversion. alternate kits.Furthermore itbenefits fromthefactthatonly delivers areasonablystrongshowingcomparedtothe the traditionalwhitecolordoeshaveitsallure andtherefore gets arunforitsmoney.TheRealMadridhomejerseywith with 2alternatejerseysandgoalieuniformsthehome kit alternate jerseysandgoalkeeperkits.InthecaseofRM Let’s lookatthestrengthofhomejerseycomparedto Brand IndexScore:278 jerseys sales.RealMadriddeliversonthatproposition. Liverpool. A strong football brand should translate into strong on thelistnarrowlybeatenbyFCBarcelonaandbehind across all dimensions.RealMadridmakesitasnumber3 the yearstocome.TheRealMadridbrandisindeedstrong position for‘LosMerengues’isprobablyinthecardsalso soccer clubintheworldsecondonlytoManUnited.Atop3 According toForbes RealMadridisthesecondmostvaluable Commercial IndexScore:841 the bestratioofcommercialrevenuestojerseysales. distribution network.InourindexRMcameoutontopwith same factors+thepowerofbrandadidasanditsglobal major clubtournament.Thejerseysalesbenefitfromthe players, legacy,aglobalfanbase,andparticipationinthe to generatingcommercialrevenuesRMbenefitsfromstar only byeternalrivalsBarcaandManUnited.Whenitcomes club intheworldselling themostsoccerjerseysrivaled is alsothebestselling clubwithadidas.RMispossiblythe commercial revenues.Theclubisverysolidfinancially and with thehighestannualturnoverandsecond According toDeloitteRealMadridistheclubinworld The Finance Rank: 2 Rank: 3 Rank: 8 Rank: 1 2/10 The Fashion Fan Survey Ç Ç Ç Ç Barcelona FC Total Average Score:4 next timearound! fashionable jerseyandBarcamaytaketopspot numbers doaddupforBarcelona.Aslightlymore designers werereasonablyfavorablewhilethe performance. Mostfanslovedthejersey.The Congratulations withagreatjerseyandstrong 2 intheSoccerJerseyofYear 2012award. rank of4.ThismakesFCBarcelonathenumber near thetoponall dimensionswithafinalaverage We canconcludethatFCBarcelonaendsator The FinalCut The Finance Ç Ç Ç Ç Kit: Home Colors: Blue/Red Season: 12/13 Make: Nike Final Rank:2 Rank: 6 Rank: 1 Rank: 5

Soccer Jersey of the Year 2012. < 36 >

© Mikkel Bagger. 2013. All Rights Reserved. < 37 > Average DesignScore:7/10 shades ofyellow. sponsor logo,embroidery,andinscriptionsareall indifferent between differentelementsofthejersey:yellow accent of brand. Anotherpointofcriticismwasthelackcolormatch the backsideofnecketc.whichall connectwell with the yellow ontheinsideoftrimsleeve,Catalanflag and airy.Mostdesignerswetalkedtopraisedthedetailslike Another designerhoweverpraisedthefabricforbeinglight considering ittoberatherstiffandnotverycomfortable. did notworkwithhim.Hewasalsocriticalofthematerial One designersaidthatthepatternwithfadingdots jersey butwithdivergingopinionsregardingthedetails. The fashiondesignersweregenerally positiveabouttheBarca The Fashion Percentage ofFan Votes: 8% chord withmany. deep red&bluecolorswiththeyellow accenthavestrucka the die-hardBarcafansfoundjerseyappealing.Thebold many second,thirdorfourthvotesindicatingthatnotonly positive appeal.ThatsaidtheBarcelonajerseyalsoreceived of redandblueisalsoadvantageoussincebothcolorshave of theclubandappealitsplayers.Thecolorsscheme fans. Nodoubtthatthejerseybenefitsfrompopularity voted inasthenumber1jerseyofyear2012by The FCBarcelonahomejerseyfortheseason12/13was Fan Survey Rank: 6 Rank: 1 Total Financial Average:5.3 Home JerseyStrength:60% Brand IndexScore:280 Commercial IndexScore:590 purchasing price. are notenteredintheaccountsatmarketvaluebutrather this isthattheplayersarepopularandsell jerseysbutthey the clubisslightlyundervalued.Apossibleexplanationfor one betterandendsupasnumber2.Thiscouldindicatethat category. WhenwelookatthebrandvalueindexBarcadoes to come.Forbes hasFCBarcelonaasitsnumber3inthis prospects forgeneratingrevenuesandprofitsovertheyears on revenues.Italsolooksintothefutureandat brand valueoftheclubisnotonlyitscurrentworthbased Thus Barcelonaseemstobein-synconthisdimension.The and thestrengthofprimaryassetclub:players. and exposure.Jerseysalesshouldreflecttheappealtofans The commercialrevenuesofaclubshouldreflectitsappeal commercial revenuesindexBarcelonaalsocomesinthird. largest commercialrevenuesaccordingtoDeloitte.Inour strong. FCBarcelonaistheclubinworldwith3rd makes thevaluepropositionofhomejerseyrelatively of theBarcelonajerseyssoldwerehomejersey.This home, away,andgoalkeeperjerseysindicatedthat60% globally withRealMadridandManUnited.Thesplitbetween of NikealongsideManUnitedandprobablyatop3overall FC Barcelonasells alotofjerseys.Itisthebestselling club The Finance Rank: 5 Rank: 10 Rank: 2 Rank: 3 3/10 The Fashion Fan Survey Ç Ç Ç Ç FC Liverpool Total Average Score:4.3 jersey fromWarrior. a greatachievementforthefirsteverLiverpool 12/13. Liverpooltakesthirdspotoverall whichis decided tovotefortheLiverpoolFChomejersey Apart fromthededicatedLiverpoolfansnotmany major problemforthefinalresult:fansurvey. a scoreintheupperechelonoftable.The did ratherwell whenitcomestofashionwith 1 performeronthefinancialdimension.Italso an averagerankof2.3makingitthenumber The figuresdoaddupforLiverpoolFCwith The FinalCut The Finance Ç Ç Ç Ç Kit: Home Colors: Red/Yellow Season: 12/13 Make: Warrior Final Rank:3 Rank: 10 Rank: 4 Rank: 1

Soccer Jersey of the Year 2012. < 38 >

© Mikkel Bagger. 2013. All Rights Reserved. < 39 > somewhat inthe newgrowthmarketsofAsia, MiddleEast, the secondmostpopularclub intheUKbutmightbelacking comes torakingincommercial revenues.SinceLiverpoolis According toDeloitteLiverpool manages6thspotwhenit The Finance Average DesignScore:8/10 supporters. logo andHillsborough flameswouldbenotedbythetrue details wereconnectingwell tothebrand.TheLiverbird classical styleofthejersey,retrolook+little channel awayhumidity.Anotherdesigneraddedthatthe collar. Nicelittledetailwithameshpaneltotheside color. Neartocolormatchintheyellow contrasts.Nice designers: Goodoverall look.Greatconsistency.Oneblock The Liverpooljerseywasgenerally well-received amongthe The Fashion Percentage ofFan Votes: 3% Warrior. it to10thspotwithanotherwisesuccessfulfirstkitfrom disappointing for everything Liverpool that it would only make own thejerseywouldbackitup.Butprobablyalittlebit that theLiverpoolsupportersandthosewhomightactually claim adecentamountof1stand2ndvotesindicating details arehardtodistinguishatadistance.Liverpoolwould from havingaratherclassybuthomogenousjerseywhere icon photosofthejerseysLiverpoolprobablysufferedabit the fansurvey.Sincemostvoteswerebasedonsmall to acertainextent.Liverpoolendeduponthe10thspotin The fanslikedthenewLiverpooljerseyfromWarrior butonly Fan Survey Rank: 10 Rank: 4 Total FinancialAverage Home JerseyStrength:71% including goal-keeperjerseys and2alternateplayingkits. kit. Asolidshowingsincethe rangeofLiverpoolkitsisdeep comes toselling thehomejerseyoveralternateversions of a veryloyalfollowing. Liverpoolmanages4thspotwhen it kits. InparticularinNorwayandDenmarkLiverpoolFChas region outsidetheUKwhereWarrior sells themostLiverpool would expectastrongfinancialshowing.Scandinaviais the and therebyfinancialsaresomewhatonthedownsideone a lotofjerseys.Andsincethesportingfortunesclub Since Liverpoolisstill verypopularinScandinavia=selling Brand IndexScore:322 this parameter. well thenwehaveaverystrongshowingfromLiverpoolon to loveLiverpoolandsincetheycontinuebuytheirkits of starplayers.Fiercecompetition.Butsincethefanscontinue A limitedstadiumcapacity,andlowmatchdayreceipts.Lack number ofproblems:lackregularparticipationintheUCL. glance intothefuture.InthatregardLiverpoolsuffersfroma season theBrandValue Indexalsousesthecrystalball to Money Leaguewhichisaboutactualrevenuesforanygiven current daydollars. MeaningthatcomparedtotheDeloitte clubs onthelist.Brandvalueisdiscountedfutureincomein there isavastgapbetweenLiverpoolFCandthetop5-6 in theDeloitteMoneyLeague.Theproblemhoweveristhat 8th spotarespectableshowingandinlinewithits9th In theForbes brandvaluerankingLiverpoolFCmakesitto Commercial IndexScore:607 commercial revenuessotheyhavebeensettoindex100. 2nd spot.FCBayernistheclubinworldwithhighest financially onthecommercialrevenueindexlandsLiverpool two ofthecommercialrevenuestreams.Asolidshowing Standard Chartered.BigkitdealwithWarrior. Justtomention stems fromthehomemarket.Bigshirtsponsordealwith and NorthAmericawemayassumethatmostoftheincome : 2.3 Rank: 1 Rank: 4 Rank: 2 Rank: 1 4/10 The Fashion Fan Survey Ç Ç Ç Ç United Manchester Total Average Score:4.6 competition fromtheSpanishrivals. deserved towinitall haditnotbeenforthefierce all dimensions.Thisjerseycouldeasilyhave revolutionary checkeredpatterndoingwell across popular. To sumup:Averynicejerseywitha since theirwhiteawayjerseyhasalsobeenvery may havehadthestrongestcomboofall clubs Jersey oftheYear 2012.InfactManUnited Manchester UnitedmanagesfourthspotforSoccer The FinalCut The Finance Ç Ç Ç Ç Kit: Home Colors: Red/Black Season: 12/13 Make: Nike Final Rank:4 Rank: 5 Rank: 2 Rank: 7

Soccer Jersey of the Year 2012. < 40 >

© Mikkel Bagger. 2013. All Rights Reserved. < 41 > Average DesignScore7.5/10 lift thejerseytowardstopoflist. replica shirts.Butthedesignandstrongbrandconnect recycled plasticbottleDriFitpolyesterthatNikeusesforits which wasaconcerntosomeisthegarment.Notall likethe details thatconnectwell withtheMUbrand.Theonething back oftheneck.Aquoteinsidecollar. Thepattern.All United brandgivesitapositivegrade.Alittledevilonthe and thelittledetailsmakingastrongconnectiontoMan liked it.Theconsistencyofthelook,surprisingpattern, This jerseyseemstohavehitahomerun.Alsothedesigners The Fashion Percentage ofFan Votes: 5.5% fans rankedthejerseyatornearverytop. international fanbasesintheworldbutalsonon–soccer Man Unitedalsobenefitsfromhavingoneofthelargest in asnumber2afterFCBarcelonaamongthefans.Ofcourse Therefore itcomesasnosurprisethatManUnitedwasvoted design. Thestylishfinishandthelittledetailsalsohelped. pattern breakingwiththelastcoupleofyears’ratherdull considered asuccess.Thefansloveditforthecheckered The ManchesterUnitedhomejersey12/13hastobe Fan Survey Rank: 2 Rank: 5 Total Financial Average: Home JerseyStrength:64% reason: Bothhomeandawayjerseyshavebeenasuccess. only manages8thspotonthisparameter.Butforapositive This takesitstoll onthenumbersofhomejersey.MU stylish butwithenoughfireworksnottomakeitlookboring. that thoughwiththeManUnitedawayjersey12/13whichis away orthirdjerseycanbeahardtask.Nikehasdonejust To produceasuccessfulwhitejerseyandinparticularan Commercial IndexScore:464 to 100. parameter scoring464ontheindexwhereFCBayernisset also sells alotofjerseysthusitdoesquitewell onthis partnerships andstrongmerchandisesales.Theclub Man Unitedrakesinalotofmoneywithstrongcommercial Brand IndexScore:100 manages 6thspot. benchmark onthisparameter.MUdoesreasonablywell and worldwide. ThereforeManUnitedhasbeensetasthe Not toasmall extentduetothe600million strongfollowing brand intheworld,factstrongestall sports. According toForbes ManUnitedisthemostvaluablefootball The Finance 6. 3

Rank: 7 Rank: 8 Rank: 6 Rank: 5 5/10 The Fashion Fan Survey Ç Ç Ç Ç FC Chelsea Final AverageScore:4.3 in sportsresultsdomatter!TheBluesswing. the financialscorecardindex.Chelseaisproofthat Chelsea andtakessecondspotoverall on not withoutitsmerits.Thenumbersdoaddupfor designers considerthejerseytobeaveragebut Chelsea isquitepopularamongthefans.The The FinalCut The Finance Ç Ç Ç Ç Kit: Home Colors: Blue/Gold Season: 12/13 Make: adidas Final Rank:5 Rank 8 Rank 6 Rank 2

Soccer Jersey of the Year 2012. < 42 >

© Mikkel Bagger. 2013. All Rights Reserved. < 43 > Average DesignScore:6.5/10 jersey will indeedfindithardtomakebeyondaverage. gold color. If this feature is not given full credit well then the number 8.Themajornoveltyforthe12/13jerseywas Chelsea endsupinthemiddleofpacktakingspot others itisokwithanecklinewhichnottoonoisy. anonymous buttosomeitistoomucht-shirtlikewhile though forbeingsoftandflexible.Thecrewneckisrather while othersdidnotlikeit.Thegarmentgotthethumbup also objectforsomecontroversy.Somefoundittobeok The patterninthefabricwhichisslightlyzigzagshapedwas does notworkwell betweenabluebackgroundandgold’. theme notall designerslikedthiscombination.‘Thecontrast While thefansweregenerally receptivetotheblue/gold The Fashion Percentage ofFan Votes: 3.5% clubs overthepast10years. the sharpestgrowthcurveinnumberoffansamongall major contender. Chelseamayinfactbetheclubwhichhasseen club togathersteammarkingtheendofadecadeastop the wininUEFA ChampionsLeaguehashelpedthe voted inasnumber6onthelistbyfans.Nodoubtthat Chelsea homejersey12/13adistinctivelook.was turned outtohaveitsadvocates.Combinedtheygivethe Generally speakingthecolorofblueispopular.Goldhas Fan Survey Rank: 8 Rank: 6 Total FinancialAverage:4.3 Home JerseyStrength:66% Brand IndexScore:205 Commercial IndexScore:540 second overall. from West London.OnthefinancialindexChelseaisashared sold Chelseagoes5th.All inall astrongshowingbytheclub goes 4th.Andwhenitcomestopercentageofhomejerseys manages 4thspot.OnthecommercialrevenuesindexChelsea on thefinancialdimension.OnbrandvalueindexChelsea jerseys. ThiscocktailmeansthatChelseadoesratherwell growing thefanbasemeansthatChelseasells quitealotof owner. WinningtheUCL+havingsomeexcitingplayers Financially Chelseaisstill prettymuchdependentonarich The Finance Rank: 2 Rank: 4 Rank: 4 Rank: 5 6/10 The Fashion Fan Survey Ç Ç Ç Ç Milan AC Final AverageScore:5.7 spot onthelist. on theother2dimensionstosecurenumber 6 compensate enoughforthepoorfinancialshowing are weightedequally ACMilandoesmanageto list. Sinceall 3dimensionsfans,fashion,finance spread inperformanceamongall jerseysonthe impression thattheACMjerseyhasbiggest second fromthebottom.Thisleavesuswith figures andotherfinancialdataACMilanis jersey’s qualities.However,wheninvolvingsales when itcomestothedirectassessmentof AC Milanendsupneartheverytopoflist The FinalCut The Finance Ç Ç Ç Ç Kit: Home Colors: Red/Black Season: 12/13 Make: adidas Final Rank:6 Rank 12 Rank 2 Rank 3

Soccer Jersey of the Year 2012. < 44 >

© Mikkel Bagger. 2013. All Rights Reserved. < 45 > Average DesignScore:8/10 reinforce this“conquertheworld”attitudeinajersey? slogan is“ilclubpiutitolatonell mondo”.Buthowdoyou slightly waswithregardtothebrandconnect.Theclub’s complain about.TheoneareawhereACMilanwaslacking collar givesthejerseyadistinctivelook.Nottoomuchto black, andred.Arathersimplisticbutalsoeleganthigh accurate colormatchbetweenthedifferentshadesofwhite, flag. Comfortablefeelofthegarmentandnicepattern. Fairly which combinedwiththeredstripemakesupItalian little detailwithathingreenandwhitelineinthegarment The fashiondesignerslikedtheACMilanhomejersey.Nice The Fashion Percentage ofFan Votes: 4.6% better thanACMilanmakingitaveryrespectable3rd. recognizable uniform.OnlyBarcaandManUnitedperformed from beingratherpopularacrosstheworldandforhavinga gave thejerseyatouchofclass.ACMilanalsobenefits all scoredlow.Theratherstrikinghighcollar inpurewhite compared tothosejerseyswithredandwhitestripeswhich The combinationofredandblackseemedtoworkwonders The ACMilanhomejerseystruckachordwiththefans. Fan Survey Rank: 2 Rank: 3 Total FinancialAverage:10.3 Home JerseyStrength:53% Brand IndexScore:41 Commercial IndexScore:127 prices onthealternatejerseys. sluggish youthjerseysalesafterIbraleftanddiscounted only makeupabitmorethan50%.Thereasonisprobably jerseys. Thereforeitmightsurprisethathomejerseysales from anyparticularnoveltycomingoneofthealternate home, whiteaway,blackthirdACMilandoesnotevenbenefit all 3ACMilanjerseyscomingoutisfairlystatic.Red/black for aratherunsuccessfulshowing.Sincethecolorschemeof the boardwhencoupleswithslowjerseysalesthatmakes is quitesuccessfulinrakingcommercialrevenuesacross negatively. Thuswhiletheclubhasahighbrandvalue,and season 12/13.Thesefactorshavesurelyaffectedjerseysales of theseason.Theteamgotofftoaverybadstart offloaded anumberoftheirstarplayersbeforethestart quality playersinthesquadaffectperformance.ACMilan This iswhereyoustarttoseehowonfieldperformanceand The Finance Rank: 12 Rank: 12 Rank: 11 Rank: 8 7/10 The Fashion Fan Survey Ç Ç Ç Ç Germain Paris Saint- Final AverageScore:5.7 PSG homejersey12/13. financial dimensionistheweakestpointfor believe ittobeanaccurateassessmentthatthe and incompletedata.However,wewouldstill was difficulttotrulyevaluateduetheunreliable on the block internationally. The financial dimension attractive colorschemeandfrombeinganewkit the designers.ThePSGjerseybenefitsfroman jersey waspopularwiththefansaswell aswith losing thetiebreaker(fanvotes)toACMilan.The ends upasarespectableshared6thonthelist The PSGjerseymighthavedeservedmorebut The FinalCut The Finance Ç Ç Ç Ç Kit: Home Colors: Navy/RedWhite Season: 12/13 Make: Nike Final Rank:7 Rank 2 Rank 6 Rank 9

Soccer Jersey of the Year 2012. < 46 >

© Mikkel Bagger. 2013. All Rights Reserved. < 47 > Average Design Score:8.5/10 brand connecttotheclub. from theoverall scorewaslack ofclaritywithregardtothe loathed byothers.Whatmight havebeendetractingabit have beenwell incorporated.Thecrewneckislovedbysome red essentially “lestricolores”knownfromtheFrenchflag distinctive Nikelook.Thecolorschemewithnavyandblue, pattern whichisusedacrossall jerseystogivethema of attention“wasok”thoughNikehasdevelopedaspecific enough ontheskin.Theweavingitselfdidnotattractalot of thefabricothersfoundittobetooroughandnotsmooth Barca orManUnited.Somelikedthelightnessandairiness as withotherNikejerseyssoitgotthesameevaluation with thePSGjersey2012.Thefabricisessentially thesame Not surprisinglythefashiondesignerswerequitepleased The Fashion Percentage ofFan Votes: 3.4% 12/13 trulydeliversintheeyeoffan. and therankwouldhavebeenevenhigher.ThePSGjersey had agreaterfanbaseinternationally mostlikelythescore more thanhonorableshared6thspotoutof51.Hadtheclub fashion capitaloftheworld." Great colormatchanddesign.Fully livesuptoParis asthe fan said: soccer fanstestifyingtothestrengthofjersey.One PSG wouldevencommandanumberoffirstrankvotesfrom The neutralobserverandthededicatedsoccerfanalike. flashes ofredandwhitestruckachordwiththeaudience: larger Parisian metroarea.Butthedarkbluecolorwith does nothaveawholelotofdedicatedfansoutsidethe fans. Themoreremarkableitissincetheclubprobably Paris SGturnedouttobeaverypopularjerseyamongthe Fan Survey "The jerseyofParis SGissimplisticandstylish. PSGmanagestoconquera Rank: 2 Rank: 6 Total FinancialAverage Home JerseyStrength:90% to betakenwithall kindsofreservation. have beensoldoutoverlongstretchessothesefigures have loaded withuncertaintyaswell sincehomeandawayjerseys the obviouschoicewouldbehomekit.Thefiguresare outside ofParis wouldbefirsttime buyersofthePSGjersey the navycolorastrongsymbolofclub.Sincemanyfans The PSGhomejerseyisdeemedbeautifulbymostfansand Brand IndexScore:19 undeserved butanyway. PSG endsuplastontheBrandIndexwhichisprobably 394 $millions sowesetthevalueofPSGto350$millions. of someotherclubasbenchmark.Dortmundisvaluedat by Forbes orothers.Soagainwewill havetosetthescore SG. The figure is surely rising fast but it is yet to be assessed Next problemcomeswiththeestimatedbrandvalueofParis Commercial IndexScore:44 reservation! scores herebelowhavetobelookeduponwithall kindsof is ontheriseandaclubtowatchforfuturebut at theclub.Inconclusionall thereistobesaidthatPSG retailers sincenobodyexpectedtoseeIbraandotherstars The PSGjerseyshavebeeninshortsupplyamongmost Next problemarisesduetolimitedsalesfiguresavailable. set therevenuesofPSGequaltothatnumber. Euro duringtheseason11/12.To makethingseasywehave French clubOlympiqueMarseille wouldtakein47million not havetodisclosefinancialinformation.However,another revenues ofPSG.Theclubisprivatelyheldsotheownersdo season wedonothaveactualfiguresforthecommercial Since thelatestfiguresfromDeloitteconcern11/12 The Finance : 8.7 Rank: 9 Rank: 12 Rank: 13 Rank: 1 8/10 The Fashion Fan Survey Ç Ç Ç Ç City Manchester Final AverageScore:8 Year 2013. to doevenbetter.ItmayendupasRookieofthe season whentheNikeeffectsetsinManCityis set showing onthehomejerseystrengthindex.Next was somewhatsoftenedthoughthroughthestrong That lifteditoutfromthefinancialmesswhich fans andgotthenodofacceptfromdesigners. The ManCityjerseywaswell receivedamongthe most oftheothertoprankedjerseysonlist. does nothavethesameinternationalfanbaseas That isveryrespectableindeedsinceManCity spot onthelistforSoccerJerseyofYear 2012. Out of51nomineesManchesterCitymanages8th The FinalCut The Finance Ç Ç Ç Ç Kit: Home Colors: SkyBlue/Black Season: 12/13 Make: Umbro Final Rank:8 Rank 8 Rank 6 Rank 9

Soccer Jersey of the Year 2012. < 48 >

© Mikkel Bagger. 2013. All Rights Reserved. < 49 > subdued dueto theratheruncertainfuture of theclub.Next commercial revenues.Thebrand valueisalsosomewhat to selling jerseys.Likewisewhen itcomestogenerate Manchester Citystill hassome waytogowhenitcomes The Finance Average DesignScore connect featurewiththisjersey. of thepublicandthereforeitwashardtoinvolvebrand “new” ManCitybrandisnotverywell establishedinthe eye But atleastthebodymaterialreceivedthumbup.The elastic materialwouldalsoreceiveaverymixedreception. the bodywasacottonpolyestermixandsleeveinan color matchofcollar, trims,logo,andsponsor.Thefactthat was thegreatconsistencyinjerseyandsuccessful positive sense).Theonethingeveryoneseemedtoagreeupon boring. Othersthoughtitwasclassy,stylish,andretro(ina to theCityjersey.Someconsidereditbetooplainand The fashiondesignersweredivided(asusual)whenitcame The Fashion Percentage ofFan Votes: 3.5% colorful shadesofred,blue,andwhite. which makesitstandoutinacrowdedforestofjerseys blue asastrikingvisualfeature.Skyisnotwidelyused black onblue.Thehighcollar doesabittobreaktheplain with graphicdetail.Thecolorschemeisfairlyminimalistic seems tohaveacertainuniversalappeal.Itisnotoverloaded Manchester mightbefarandinbetweentheManCityjersey Though thetrueblueManCityfansoutsideofcity The fansquitelikedtheManchesterCityhomejersey12/13. Fan Survey : 6.5/10 Rank: 8 Rank: 6 Total FinancialAverage Home JerseyStrength:90% Brand IndexScore:35 Commercial IndexScore:34 anyway. We wantCitytobeonthelistsowe bringthescores jersey. club only.Sothatmightexplainthepreferenceforhome the season12/13wastrulyuglywhileUCLjersey limited datamaterialavailable.TheManCityawayjerseyfor City compareswell toPSGinthescoresaswell asinthe comes toselling thehomejerseyversusalternatejerseys. the brandvalueindexwhilebeingrightattopwhenit City endsupnearthebottomoncommercialrevenueand jersey salesconsiderably. is hardtoseehowitcangrowitsfanbaseandthereby in theUCLwhileatsametimeattractingtoptalentit Premier Leagueandconsistentlymakeittothequarterfinals establish itselfasthemaincontendertoManUnitedin deals expandedtomanynewcountries.UnlessCitycan down. AtthesametimePremierLeaguebroadcasting other 2“big4”clubsLiverpoolandArsenalwereonthe primary challenger toManUnitedwhilethefortunesof did backthen.Chelseamanagedtosecurethepositionas competitive environmentvyingforthefansthanwhatChelsea now just10yearsearlierandCityfacesamuchtougher which startedoutonmuchthesametrajectoryasCitydoes and theeffectofstrongNikebrand.ComparedtoChelsea distribution andsalesnetworkofNike+thenoveltyeffect lead tohighersalesinternationally duetothemuchwider season’s switchfromUmbrotoNikewill almostinevitable : 9 Rank: 9 Rank: 13 Rank 12 Rank: 1 9/10 The Fashion Fan Survey Ç Ç Ç Ç Dortmund Borussia Final AverageScore:9 Barcelona. beating behemothslikeManchesterUnited&FC than expectedonthefinancialdimensioneven recently. ThereforetheDortmundjerseydidbetter has hadalotofsuccessontheseparameters players, becauseofsuccessonthepitch.Dortmund They aresoldbecauseoftheclub, jerseys arenotsoldprimarilybecauseofthelooks. well withtheFans norwiththeDesigners.Soccer exact opposite.ThereforeDortmunddoesnotscore with fashionasaestheticstheresultisabout the neutralobserversnottomentionthosedealing Dortmund fans.To thenon-Dortmundfansandto jersey issomethingverydeartothepassionate The designandthecolorschemeofDortmund The FinalCut The Finance Ç Ç Ç Ç Kit: Home Colors: Yellow /Black Season: 12/13 Make: Puma Final Rank:9 Rank 13 Rank 10 Rank 4

Soccer Jersey of the Year 2012. < 50 >

© Mikkel Bagger. 2013. All Rights Reserved. < 51 > Average DesignScore general attitudetowardsthejersey. brand. Butthisdetailwouldnotbeenoughtoconsolethe jersey cannotbesaidnottoconnectwell totheDortmund identity ofDortmundissointimatelylinkedtoyellow the something beautifuldefinitelynotso.Sincethevisualbrand out itmighthavebeensuccessful–ifweretocreate the intentionofPuma wastocreatesomethingwhichstands But thedesignandcolorschemewasfrownedupon.If the leastofattentionandthuspassedasacceptable. garment withoutmuchpatternandofdubiousqualitygot Disastrous pinkcolorforthesponsorlogoetc.Theplain neckline. OverloadedwiththePuma logosonthesleeves. among thedesignersinterviewed.Uglyyellow color.Terrible Dortmund jerseygotthebyfarleastfavorabletreatment Dortmund jerseythefashiondesignerswereNOT.The While thefanswerereasonablyfavorabletowards The Fashion Percentage ofFan Votes: 3% accent initsownright. might havelikedthepowerfulyellow withthestrongblack be onthelipsandcorneaofmanyfans.Withthatsaid their breakawayseasonintheUCLDortmundwouldsurely competition. Yellow issynonymouswithDortmund andafter the packandDortmundwouldclearlystandoutfrom jerseys fortheseason12/13.Theonlyyellow jerseyin Dortmund managed10thspotonthelistoverfavoritefan Fan Survey : 3.5/10 Rank: 13 Rank: 10 Total FinancialAverage Home JerseyStrength:84% Brand IndexScore:106 Commercial IndexScore:130 somewhat downthelistonthisdimension. context. ThereforeitisnotsurprisingtoseeDortmund revenues areprimarilyderivedfromalocalandnational nationally butnotsomanyinternationally. Commercial index. Theclubsells alotofjerseyslocally andsecondarily fares abitworsewhenitcomestothecommercialrevenues club andthusbeingactiveinthebiggestEuropeaneconomy Forbes valuationisrelativelylow.DortmundbeingaGerman Dortmund didquitewell onthebrandvalueindexsince yellow astheprimaryclubcolor. most otherclubsanygivenseasonduetotheuniquenessof Dortmund sells ahigherpercentageofhomejerseysthan a popularcolorwiththefans.Aqualifiedguessisthat showing sincetheawayjerseyisblackwhichusually to selling homejerseysoveralternatejerseys.Quiteastrong Dortmund managedtosecure3rdspotwhenitcamedown The Finance

: 5 Rank: 4 Rank: 3 Rank: 7 Rank: 5 10/10 The Fashion Fan Survey Ç Ç Ç Ç FC Arsenal Final AverageScore:11 in thetop10. history andaloyalfanbasedoessecureitplace no high-flyerneitheristheteam.Butaglorious very reasonable.TheArsenalhomejersey12/14is financial dimensionsmakesthispositionseem establishment andanaveragescoreacrossthe spot. Poor scoreswiththeFans andtheFashion The finalrankforArsenalFCisthatof10th The FinalCut The Finance Ç Ç Ç Ç Kit: Home Colors: Red/WhiteNavy Season: 12/13 Make: Nike Final Rank:10 Rank 17(10) Rank 10 Rank 6

Soccer Jersey of the Year 2012. < 52 >

© Mikkel Bagger. 2013. All Rights Reserved. < 53 > Average DesignScore score beingjustaverageorslightlybelowaverage. a dull navydidnotevokestrongemotionseither.Thetypical contentious. Thecolorschemewithablandred,white,and rather coherentthough.Thenecklineabitdull butstill un- would alsobeaproblemarea.Thestructurewasconsidered Nike garmentwhichisratherstiffanddoesfell abitharsh the jersey.Thesleeveswouldbeanareaofcontention. The fashiondesignerswerenotparticularlythrilled with The Fashion Percentage ofFan Votes: 2.2% vogue itmayalsohaveinfluencednegatively. experiencing atitledroughtandtheclubisnotreally en Arsenal fanschosetoignoreit.Sinceiscurrently seem verydistinctivewhichcouldexplainwhymanynon- the neutralobservernotnecessarilya+.Thejerseydoes white sleevesareasignaturefeatureofthejersey,butfor performed ratherpoorlyalso.For thegenuineArsenalfan advantage. RedStarBelgrade,AthleticBilbao,AtleticoMadrid jersey. Generally speakingtoomuchwhiteisnotan The fanswerenotparticularlythrilled abouttheArsenal Fan Survey : 5.5 Rank: 17(10) Rank: 10 Total FinancialAverage Home JerseyStrength:66% Brand IndexScore:63 Commercial IndexScore:376 home jerseystrengthdimension. season 12/13andArsenalshowsasolidperformanceonthe across thefinancialdimensions.Anewhomejerseyfor capable of.ButitdoessecureArsenalareasonableranking what thetopperformers like Real Madrid or FC Barcelona are Arsenal canstill sell somejerseysthoughnotevencloseto it isstill apopularclubinScandinaviaandelsewhere.Thus be rightupthere.ThoughArsenalmayhavelostinpopularity Forbes brandvaluelist.Ifwelookedatprofitsitwouldalso the top 5 on the Deloitte Money League list, as well as on the Arsenal hasaverysolidbalancesheet.Theclubisamong The Finance : 6 Rank: 6 Rank: 7 Rank: 6 Rank: 5 Final AverageScore:13.7 The Final Total Financial Average Home JerseyStrength:60% Brand IndexScore:48 Commercial IndexScore:108 The Finance Average DesignScore:5/10 The Fashion Percentage ofFan Votes: 2.2% Fan Survey Ç Ç Ç Ç Napoli SSC (11) Ç Ç Ç Ç Kit: Home Colors: AzureBlue Season: 12/13 Make: Macron : 10 Final Rank:11 Rank: 18(11) Rank: 12 Rank: 11 Rank: 10 Rank: 10 Rank: 9 well somemaysaybeyondexpectation. battle amongthetopclubsbutSSCdoesperformreasonably for manyyearsNapoliwouldbeexpectedtofaceanuphill a small marketandfanbase.Havingbeenoutofcontention commercial revenueindexindicatingsolidsalescomparedto the jersey.Onplussidejerseydidratherwell onthe Neckline notveryelegant.Strangemeshpanelsatthesideof sponsor logosandothertransfers.Thickheavygarment. The fashiondesignersdidnotlikethejersey:Overloadedwith Key Findings:

Soccer Jersey of the Year 2012. < 54 >

© Mikkel Bagger. 2013. All Rights Reserved. < 55 > Final AverageScore:14 The Final Total Financial Average Home JerseyStrength:66% Brand IndexScore:50 Commercial IndexScore:123 The Finance Average DesignScore:7/10 The Fashion Percentage ofFan Votes: 1.6% Fan Survey Ç Ç Ç Ç Juventus (12) Ç Ç Ç Ç Kit: Home Colors: White/Black Season: 12/13 Make: Nike : 7.7 Final Rank:12 Rank: 28(13) Rank: 8 Rank: 6 Rank: 9 Rank: 9 Rank: 5 Vecchia Signora. in andonfieldsuccessthecurveissurelyrisefor La do inordertoappealthefans.Butwithnewtalentcoming year butinternationally Juvestill hassomecatchingupto sales ofLaJuvehavegonethroughtheroofoverpast of anunpopularjerseyintheeyesfans.InItalysurely voice untouchedandJuvewill havetoendurethefull weight have climbedafewspotsonthelist.Butweleavefan note: Hadthe“28”beenconvertedintoa“13”Juvemight Juventus endedup8tharespectablescore.Ontechnical style andthetimelessnessofdesign.Financially, designers werefarmorewelcomingpraisingtheclassical audience. Byfartheworstscoreamongtopclubs.The the fans.Thewhite/blackstripesdiddefinitelynotplease The Juventushomejersey12/13gotaterriblereceptionfrom Key Findings: Final AverageScore:14.3 The Final Total Financial Average Home JerseyStrength:43% Brand IndexScore:48 Commercial IndexScore:100 The Finance Average DesignScore:5.5/10 The Fashion Percentage ofFan Votes: 2.1% Fan Survey Ç Ç Ç Ç Bayern FC (13) Ç Ç Ç Ç Kit: Home Colors: Red/Gold Season: 11/13 Make: adidas : 10.7 Final Rank:13 Rank: 19(12) Rank: 13 Rank: 11 Rank: 13 Rank: 11 Rank: 8 2013. FC Bayerncouldwell endupascomebackkitoftheyear the GuardiolaeffectandFCBayernwill beaplayertowatch! scheme. Addtothatastrongperformanceonthefieldand coming outandareturntothetraditionalred/whitecolor Bayern jersey13/14toriseintherankssinceitisanewkit reflected inthecommercialrevenueindex. We expecttheFC the risebutitisnowherenearpopularityathomeas red/gold theme.Theclub’sinternationalpopularityison carry-over fromtheseason11/12andaratherdubious The FCBayernhomejersey11/13sufferedfrombeinga Key Findings:

Soccer Jersey of the Year 2012. < 56 >

Soccer Jersey of the Year 2012. < 58 >

© Mikkel Bagger. 2013. All Rights Reserved. < 59 > point. which givesfewerqueriesbutenoughtodrivehomethe football team?Inthiscaseweusedtheterm“FCBarcelona” the searchtermreferstocityandwhenit refer totheclubas“Barcelona”sohowdoyouknowwhen determine forcertainwordslike“FCBarcelona”sincemany houses, shirtmakers,andclubs.Thisisabittrickyto Let’s trytocomparethesearchvolumeingoogleforcouture product. The fansseemtowantputtheirfingerprintonthefinal an attractivenameandnumbersetisclearlyontherise. with thedesignofjersey.Theeffortgoingintocreating The nameandnumbersetsareincreasinglyintegrated when itcomestothefinalizedproductofasoccerjersey. these MastersofCoutureplayanincreasinglyimportantrole but isalwayssoldinconjunctionwithajersey.Nevertheless manufacturers. Thenamesetisneverastandaloneproduct the namekitsarelesswell-known thantheathleticapparel standalone products.Thereforethecouturehousesbehind along withthefootball shirtsarecomplementsratherthan name andnumbersetsthebadgesbeingofferedtogo adding avisualIDtothereadywearfootball shirts.The Les Couturiersofthefootball industryarethecompanies of Couture The Masters the mostimportantcouturehousesinindustry. great job.Belowwewill bringashortintroductiontofourof producing theofficialnameandnumberkitsactually doa Though largelyinvisibletothepubliceye,Couturiers Manchester U Liverpool FC FC Barcelona Real Madrid THE CLUBS New Balance Macron Umbro Puma adidas Nike THE SHIRTMAKERS Sporting ID Stilscreen Sipesa Deko Graphics THE COUTUREHOUSES SEARCH QUERIES SEARCH QUERIES SEARCH QUERIES 20,400,000 37,200,000 2,740,000 6,120,000 2,240,000 1,220,000 2,240,000 3,350,000 110,000 368,000 1300 320 480 110 Napoli andLazionamesnumbers. distribution. TheItalianbranchofDekoisbehindtheofficial high productqualityandreliabilityinmanufacturing sleeve badgeisproducedinthismaterial.Thefocuson license holderofLextrainEurope.TheofficialBundesliga Borussia Dortmundnamesets.Thecompanyistheexclusive clubs. ThusDekoisthedistributorofFCBayernand producer anddistributorforanumberofGermanBundesliga exclusive produceroftheadidasnamesandnumbers+ corridor Frankfurt-Stuttgart.Thecompanyistheofficialand Deko isaGermancompanyfromtheeconomicsuper- Deko Graphics and nationalteamsinSpainPortugal. distributor ofthenamesetsforall themajorleagues,clubs, design withafirmeyeonproductquality.Sipesaisthe Valencia CFandMalaga.Thefocusisonedgyelegant and numbersforotherSpanishclubslikeAtleticoMadrid, FC Barcelonanameandnumbers.Italsodoesthe The companyisthesoleproduceranddistributorof textile industryfromthedesignandfashionhubBarcelona. Sipesa isagraphicdesigncompanyfirmlyanchoredinthe Sipesa

Soccer Jersey of the Year 2012. < 60 >

© Mikkel Bagger. 2013. All Rights Reserved. < 61 > identity tothegame'. slogan ofthecompanyprettymuchsaysitall: 'addingvisual as well asamorecontemporaryedgyexperimentalstyle.The company iscapableofbothaconservativedesignstrategy for RealMadridnamesets,andNikenationalteams.The Premier Leaguenamesandnumbers.Italsoholdsthelicense ITW. SportingIDistheexclusiveproduceranddistributorof Kay. ThehothandbehindthisM&AactivityistheUSbased of thetwoUKbasedcompaniesMetroSportsandChris Sporting IDistheresultofonemergerandtwoacquisitions Sporting ID of eloquentlettersandnumbers. take thisvisiontotheworldoffootball throughthecreation jerseys. InItalyfashionisawayoflife.Stilscreentriesto producers inordertoensurethatthenamesetsclickwith and thecompanyworkscloselywithclubsapparel team prints.Thefocusisonhighqualityandelegantdesign Juventus, Inter,ASRoma,Palermo +thePuma national The companyistheproduceranddistributorofACMilan, Stilscreen isfromtheItalianfashioncapitalofMilano. Stilscreen from theFans Let's Hearit be addedtothenumbersgive year ofthecurrentseasoncould maybe asmall club logoorthe of awaytoimprovethem.But coolest around.Itishardtothink have alwaysbeenbyfarthe Ç boring andworstofall corporate.” jersey colorcombination.It's color exact samestyleinaverylimited EPL isthegreatexception.The La Liga,DieBundesligaetc.The variation ofname/numberkitsin Ç materials. SportingID'sSencilia Ç club.” them auniqueexpressionforeach Ç Ç Ç “Use thickerandmore durable “Premier Leaguenamekits “I really lovethegreat variety makes for unfortunate would begreat.” white colourmoreeasily,that makes themretaintheirpristine felt-like. Ifthereissomethingthat is duetothembeingwhiteand to thecolouredones.Perhaps this their lustrequiteeasilycompared that thewhiteSensciliaprintslose compared toPUsets,Inoticed although thequalityisgreat Ç too.” than justPremierLeagueprintsets to seeSenciliatypematerialother wear onafootball jersey.I'dlike usually thefirstthingthatshows material. Thenameandnumberis is agoodexampleofdurable Ç “Specifically for Sencilia,

Soccer Jersey of the Year 2012. < 62 >

© Mikkel Bagger. 2013. All Rights Reserved. < 63 > down ajersey.” the printingwhenfoldingorlaying lowers thechanceofdamaging the and thinnerscale.Ithelpstokeep Ç loose ortheheattransferweak.” vulnerable, ortheadhesiveseems name ornumberfeelsthickand a customizedjerseywherethe the back,butoccasionally youget your favoriteplayer’sdetailson jerseys areajoytowearwith the adhesivethinandclean.Some be simple:keeptheprintingand number kitmanufacturerwould Ç Ç Ç details “Keep thefontsonsmaller “My advicetoanameand fitting nicely and it also stylish andsimplistic!” Ç Ç accessible andaffordable.” number printingcanbecomemore Ç many ofthem.” a littlecheapersinceyoumakeso popular nameandnumberswere Ç number abitcheaper.” Ç Ç Ç Ç Ç Ç “Make surethattheprintingis “KISS -KeepItSimpleStupid!” “I hopethatmostnameand “It wouldbeniceifthemore “Maybe makethenameand many differentvariantsandnewmaterialsareintroduced meaning thatthetwoco-existinharmony.Plasticexists better variantdivergewildly.Noconsensusseemstobehad, English PremierLeague.Theopinionsregardingwhichisthe These daysalmosteveryoneusesplasticapartfromthe Transfer printsarebasically madeofeitherflockorplastic. At theBack The Printing visual expressionsisplentiful. distinctive edges,contrasts,3Deffectsetc.;therangeof from photos,differencescanbespotted.Two-colorschemes, nor constant.Withabitofeffortandattentiontodetaileven frequently. Thusthekindofplasticusedisneitheruniform

Soccer Jersey of the Year 2012. < 64 >

© Mikkel Bagger. 2013. All Rights Reserved. < 65 > sample. strikingly similarforall English PremierLeagueclubsinthe choose toaddbadgestheir jerseys?Thepercentageseems But let’stakealookatthedata.Howmanyfansactually badges of compromisewhenitcomestothedesignstature money inthesponsorshipgetsnoticed,requiressomesort badges +makingsurethatthesponsorwhohasputalot of damage thefabricofjersey.To haveoneuniformsetof positioning intheheattransferprintertheymighteven are appliedathightemperatureandoftenneedaspecial color scheme,coherenceetc.ofthejersey.Sincebadges design community.Inmostcasestheybreaksymmetry, With thatsaidthebadgesdonotgetagoodrepwith badges. 'AsseenonTV'isoftenthemotivationbehindit. importance tocompletetheirkitperfectionbyaddingthe case withtheotherleagues.For manyfansitisofprimordial this complementtotheirjerseysismuchhigherthanthe placement. Furthermore theawarenessamongfansfor badges havethemostdominantpositionindesignand Premier League.Itisalsotheleaguewheresleeve The highestprofileleagueintheworldisEnglish not makesomuchnoise. name LFPincapitallettersusingaboldblackfont.Itdoes predominantly whitewithasmall paletteofcolorsandthe sleeve badge.TheLFPbadgeisratherdiscreetsinceit from theSpanishLeaguecomepre-printedwithLFP The SpanishLaLigastandsoutbecauseall replicajerseys case withtheGermanBundesligaandFrenchLigue1. awareness oforthedesireforcanberatherlow,asis badges canberestrictedasisthecaseinItaly.Thegeneral it comestoretailsales.Theuseanddistributionofthe league nameandsponsorarenotveryprevalentwhen For mostfootball leaguesthesleevebadgescarrying of theLeague The Appeal tried tomakethedesignandcolorsusedatsleeve space belowtheirPuma logosonthesleeve.Nikehas stripes shortofthetrimatsleeves.Puma hasallowed years. adidashasmaderoombetweenthestripesorkept badges betterwiththedesignofjerseyoverpastfew Certain effortshavebeenmadeinordertointegratethe Manchester City Arsenal FC Liverpool FC Chelsea FC Manchester United CLUB it. the badgesareheretostayfor thebetterandworseof the namingrightstovariousfootball leagues.Soprobably The football industrygeneratessignificantmoneybyselling jerseys oftenhavelimitedreach. jerseys docomewiththebadgepre-printed.Buteventhese sold toregularretailers.SomeadidasversionsoftheirUCL official clubstoreshaveaccesstothesebadges.Theyare not well beitsexclusivity.Onlytheclubsthemselvesand Champions LeagueStarball badge.Thereasonforthismay Probably themostdesirablebadgeofall istheUEFA the reasonsmentionedabove. For the other leagues the figure for badges added is lower for even withoutthebadges. so theshirtmakerhastomakecertainthatdesignworks questionable. Mostjerseysarestill soldwithoutthebadges Whether thishasbeensuccessfulornotissomewhatmore slot. accommodate asleevebadgeandtofititintoveryspecific % BADGES 23% 24% 21% 22% 22%

Soccer Jersey of the Year 2012. < 66 >

© Mikkel Bagger. 2013. All Rights Reserved. < 67 > badge isplainplastic.InSpaintheyoptforyetanother which isalsoafeltlikematerial.InItalytheLegaCalcio flock. InthecaseofGermanBundesliga3DLextraisused case oftheEnglishPremierLeaguechoicematerialis quite substantially whenitcomestothematerialused.In The sleevebadgesusedinthemajorEuropeanleaguesdiffer sleeve jerseys.Andoncetheyaretherestick. in therightpositioncanbequitetrickyespecially onlong- badges pre-printedonthereplicashirts.To applythebadges variant: Embroidery.OnlytheSpanishleaguedelivers Balotelli Agger Gomez Podolski Torres Hazard Silva Suarez Del Piero Cazorla Van Persie Gerrard El Shaarawy Pirlo Kun Aguero Schweinsteiger Messi Cristiano Ronaldo TOTAL the numbersbackyouup. consistency nightinandout.Year afteryear.Andlet on thepredicateasfranchiseplayeryouneedtoshow fades quickly.Playerscomeandgo.Ifyouwanttotake And finally hasbeenwiththeclubfor+1year.Novelty margin tothesecondbestselling playerfromthatteam. personalized jerseys.Andalsoholdsatleasta20%point player whosells atleast30%ofhisteam’splayernameon A franchiseplayeraswedefineitinthiscontextisa seem tobethedominantfiguresintheirteams. we will trytousethesalesfiguresseewhichplayers primary identifierthisphenomenondoesnotexist.However, where theclubasaninstitutionwithalonglegacyis jerseys arepre-printed(signatureplayer).InEuropeansoccer gets themaximumsizecontractandwithwhosenamemost the team.Usually thereisoneplayerineveryteamwho organization isafranchiseindividualplayerscometoidentify In USsportswhereaclubisteamandthe Player The Franchise PERCENTAGE 19 20 20 20 23 27 28 31 32 35 35 37 38 45 55 55 56 61 Liverpool FC Liverpool FC Liverpool FC Real Madrid Man United FC Bayern FC Bayern AC Milan AC Milan Man City Man City Chelsea Chelsea Arsenal Arsenal Barca CLUB Juve Juve have 2playerswhosell +30%playerjerseys.SinceDelPiero franchise playerhasevolvedyet.BothJuveandLiverpool Dortmund, GötzeandReussell aboutthesamesonoreal would alsohavebeenatthetopoflist.Incase Had thedatabeenmoresolidforParis SGsurelyIbrahimovic’ Iniesta Ozil Rooney Oscar Wilshire Casillas Kagawa we wouldprobably expectZlatanIbrahimovic’, Robinvan Indeed averyselectgroupof players.For theseason13/14 El Shaarawy Andrea Pirlo Sergio KunAguero Bastian Schweinsteiger Lionel Messi Cristiano Ronaldo PLAYER following listoffranchiseplayers: Applying the3criteriamentionedaboveleavesuswith significant marginoverthecomingseasonsisyettobeseen? flair. WhetherCazorlawill beabletooutsell hispeersata he isofteninjuredandaplayerlikeCazorlamayhavemore In Arsenal,Wilsherefitsthebill ofthefranchiseplayerbut his noveltyhasfadedwewill seeifhisnumbersgodown. revelation. WithBalotelli andothersattheclubwhen rubble afterthefiresaleoversummerof2012asTHEbig makes sense.AtACMilanElShaarawyemergedfromthe That isLuisSuarez.Sothatthetwoofthemsplithonors of theclub.Butheisnolongerbestplayerinteam. of LiverpoolStevenGerrardistoalargeextenttheessence is nolongerwithJuventuswemaycounthimout.Inthecase 10 10 12 12 13 15 17 Manchester City FC Barcelona Real Madrid Real Madrid Real Madrid Man United Man United FC Bayern AC Milan Juventus Chelsea Arsenal Barca CLUB

Soccer Jersey of the Year 2012. < 68 >

© Mikkel Bagger. 2013. All Rights Reserved. < 69 > look betterwithout thewhite/blackPremier Leaguenameset. also influence.ThattheLiverpool jersey12/13mayactually the designofjerseyand the connectofprintingmay more thantheyidentifywith the currentcropofplayers.That the Liverpoolfansmaysupport theclubitselfandits’legacy have thesamestarqualityplayersasotherclubs.That Milan (atleastduringthebeginningofseason)donot does tell acoupleofthings.ThatLiverpool,Arsenal,and AC table maynotfactorinall thesevariablesbutitprobably availability, customoptions,design,fitwithjerseyetc.The The resultsareaffectedbyanumberoffactorssuchasprice, Dortmund Napoli Arsenal Liverpool FC AC Milan FC Bayern Man City Juventus Paris SG Real Madrid Man United Barca Chelsea CLUB blank. of addinganameandnumbertojerseyversusleavingit Below wewill showatabledisplayingtheattractiveness Percentage ofPrintedJerseys: high profileplayersarelandedintheirrespectiveclubs. Shaarawy, andAgueromayseetheirpositionthreatenedif Eden HazardofChelseamayalsoevolveintoone.Pirlo,El Spurs springtomindasotherexamplesoffranchiseplayers. a FrancescoTotti withASRomaandaGarrethBale Persie andiffitStevenGerrardtojointheirranks.Otherwise % PRINTEDJERSEYS 50 50 51 55 56 64 65 65 70 70 70 72 75 The averagemayverywell liearoundthatnumberaswell. The medianseemstoliearound65-70%ofjerseysprinted. options thanwithbeinglessdesired. may havemoretodowiththelimitedselectionofprinting That DortmundandNapoliendupatthebottomoflist and weighted:Fan purchases. where all thesevariablesare comprisedandevenanalyzed equation with15variableswe trytofindasinglemeasure the system.Soinsteadoftrying toworkoutanelaborate extent ismadeupbyalotofdisaggregatedinformationin this isthatwebelievetheirsalespatterntoacertain with anameandnumberaskindof“price”.Thereason for In thiscontextweusethesaleofsoccerjerseysprinted elsewhere inthevaluechain. price justasindividualpricesarealsoaggregationsof each bitofinformationseparatelyitisall aggregatedin a for aregularcupofcoffee.Butinsteadhavingtodealwith go intodeterminingthefinalpriceendconsumerwill pay of coffeebeans,demand,seasonalityetc.All ofthesefactors wages, legalregulations,utilityprices,worldmarketprice cup ofcoffeeatacaféwouldincludelocation,competition, and universally accessible.Breakingdownthepriceofa information intoonesimplemeasuremakingittransparent the economytogetherbyaggregatingalotofdispersed phenomenon called “price”.Inrealitypriceiswhatbinds In therealworldandineconomywehavea enormously. improve theaccuracybutitwouldforsurecomplicatethings of onevariablewecoulduse5or1015X.Itmight into accountsimplybyaddingittotheequation.Soinstead What if...Ofcourseitwouldbepossibletotakesuchfactors versus weakteamsbutneverperformsonthegrandstage? if heisadefender?Whathasscoredlotofgoals presumably hissalary?Whatiftheplayerwasinjured? estimating thevalueofafootball playerandthereby by player/earningsin2012.Isthisagoodmeasurefor and pay.Themeasureusedwasnumberofgoalsscored the authortriedtoconnectdotsbetweenperformance an articleinaFrencheconomicpublicationappearedwhere highest earningsoccerplayersintheworld.Subsequently Recently theFranceFootball magazinepublishedthetop20 in theDetail The Devilis Only foraselectfew,theirmediarightsandcelebritystatus the clubusually reflectstheplayer’sabilitytoplayfootball. deciding whichplayertochooseforajersey.Salarypaidby adequate measuresinceall threepillars areinvolvedin Relating tothestructureofplayer’ssalarythisisavery club versusscoringalotofgoals. which andhowtoweigh,forinstanceloyaltytowardsthe choices alongthewayastowhichplayerchooseover information availableathand.Furthermore theyalsomake the club,playersetc.closelysotheyhavealotof choices aboutwhattopurchase.Theyfollow thematches, The fanswhobuythesoccerjerseysmakeveryinformed popular thanfor instanceManchesterCity. Therefore noCity strip outtheeffectthatReal Madridisimmenselymore a team.We donottakeabsolutenumberssincewetryto So wetrytolinkpaywithpercentage ofjerseyssoldfor measure. teams sinceitisall aboutwinningandnotsomerelative their maincompetitorsdo.Thatishardertodowithfootball company farescomparedtotheindustrialaverageorhow CEOs canhavetheirperformancebonuseslinkedtohow construct someusefulmeasureforevaluatingthisaspect. a hardthingtodoonecantrydifferenttacticsinorder from endorsementdeals?Whiledeterminingpayisalways underpaid oroverpaid?Doeshemaketoolittlemuch To sumup:Whatisthevalueofasoccerplayer?Ishe negative headlines... taking illegal substancesorwhoseoff-fieldbehaviorbrings as well. Whowantstowearthejerseyofsomeonewhois personality, looksandoff-fieldbehavioraresurelyimportant always inspirethefanstopurchase.Aplayer’scharacterand playing football. Awinningteamandtrophiesinthecabinet with aplayerhewill surelychoosesomeonewhoisgoodat value tobigsponsors.Whenafanbuysjerseypersonalized loses. Theendorsementdealsreflecttheplayer’scommercial is ofinterest.Thebonusesreflectwhethertheteamwinsor

Soccer Jersey of the Year 2012. < 70 >

© Mikkel Bagger. 2013. All Rights Reserved. < 71 > Ibra Schweinsteiger Aguero Ronaldo Silva Messi Torres Casillas Rooney Tevez Yaya Benzema Lahm Kaka NAME to reliabilityofdata. for Ibra,Aguero,andSilvaaresomewhatdubiouswithregard above 100theopposite.Notmanysurprisesreally. Thefigures player sells fewjerseysrelativetohistotalsalary.Anumber he issettoindex100.Anumberbelow100indicatesthatthe Messi isthehighestearningamongplayersonourlistso players. the FranceFootball 2013listoverthetopearningfootball Unfortunately wedonothavesalesdataforall playerson jerseys soldforaclubinsteadtostripouttheeffect. we trytousearelativemeasure:percentageofpersonalized players are10timesasgoodorvaluable.So the numberofMancityjerseysitdoesnotmeanthat Real Madridplayers.Butevenifsells tentimes player wouldeverstandachancetomatchthetopselling INDEX 318 246 181 125 108 100 88 74 42 23 23 21 19 13 Soccer Jersey of the Year 2012. < 72 >

© Mikkel Bagger. 2013. All Rights Reserved. < 73 > Finals 1-10 Haute Couture prefer aplayer. ThearrivalofKagawaand v. Persie has blank fortheclub.Othersadd acustomname,yetothers Manchester Unitedhasalot of fans.Somebuythejersey Finance Design Score:8/10 potent one. the scopeofthisanalysis.To sum up: Aluckyfitbutavery total disasterfromadesignperspectivebutthatisbeyond fashioned andclumsy.Thesleevebadgesweredeemeda fans somepeoplelikeitothersverymuchopposeasold- plastic wasquitepopularamongthedesigners.Among Sencilla materialwhichfeelslikefeltandisthickerthan along withtheblackneckline,trims,andotherdetails.The great ontheredbackgroundwhileblackedgegoeswell white /blackprintingworksfantastic.Thecolorlooks the redcheckeredManUnitedjerseywithblackaccent jersey isusually notdesignedtomatchtheprinting.Butfor to getagoodmatchbetweenjerseyandprintingsincethe of PremierLeaguelettersandnumbers.Onehastobelucky number kitssincetheyhavetoconferastandardizedstyle disadvantaged whenitcomestoassessingtheirnameand Generally speakingthePremierLeagueclubsare Fashion Ç Ç Ç Ç Ç United Manchester 1/10 Ç Ç Ç Ç Ç Material: Sencilla Flock Color: White/Black Season: 12/13 Kit: Home Printing: SportingID Rank: 1 definitely helpedtoboostpersonalizedjerseysales.The Average: 2 the bestHauteCouture12/13. brilliant fitsecuresManUnited anuncontestedfirstspotfor red/black ManUnitedjersey12/13wasjustspoton!This white/black PremierLeaguenameandnumbersetforthe for theseason12/13.CongratulationstoRedDevils!The Manchester Unitedhasthemostsuccessfulprintingofall Final Rooney #10 Kagawa #26 v. Persie #20 PLAYER 3 mostpopularplayers: Personalization Percentage: 70% dimension. sits comfortableatthefrontofraceonfinancial is lessofafactorbutstill important.All inall ManUnited name andnumbersetwhichconnectswell withthejersey availability ofcustomnamesisalsohelping.Astylish PERCENTAGE % Final Rank:1 Rank: 3 12 17 35

Soccer Jersey of the Year 2012. < 74 >

© Mikkel Bagger. 2013. All Rights Reserved. < 75 > his splendidEURO 2012.Together thetwohavebeen driving Man” atJuventusfortheseason 11/12.Pirlotookoverafter only includesplayernameand numbers.DelPierowas“The ‘made tomeasure’options.The dataavailableforthissurvey personalization ofjerseysis primarily classplayers,secondly the customizationfeature.Besidesthatwhatdrives gives thefananextraincentivetopurchaseitincluding A jerseydesignedinordertocarryprintingorbadges Finance Design Score:8/10 complaint thatweheard. might considertheplainwhiteasboringbutitwasnota when itcametoassessingthestrengthofprinting.Some successful. ThereforeJuventusendsupatthetopoflist nice feeltoitandtheintegrationwithjerseywasvery liked thiscleanandclutterfreedesign.Thematerialhada on thebackwheretoplacenumbers.Thedesigners integrated intothedesignofjerseywithablackfield a timelesslook.Furthermore theprintinghasbeenwell- elegant designwithnothingsuperfluousinterfering single word:classy.Itreally isano-bullshit cleanand The Juventushomeprinting12/13canbelabeledwithone Fashion Ç Ç Ç Ç Ç Juventus 2/10 Ç Ç Ç Ç Ç Material: SubliflexPlastic Color: White/Black Season: 12/13 Kit: Home Printing: Stilscreen Rank: 1 Average: 3.5 La Juve. class andresilientplayershave madeall thedifferencefor But thecleanlookofprinting combinedwithsomehigh 6 yearsbeforefinally winningtheScudettoagainin2012. into considerationthatJuventushasbeendownandoutfor the topoflist.Thatisaverysolidperformancetaking Juventus comessecondonlytrailingManchesterUnitedat Final Marchisio #8 Del Piero#10 Pirlo #21 PLAYER 3 mostpopularplayers: Personalization Percentage: 65% a playernameandnumber. sell arelativelyhighpercentageofjerseyspersonalizedwith be thinontrueglobalsuperstarsbutstill itdoesmanageto personalized jerseysalesforJuventus.TheJuvesquadmay Final Rank:2 PERCENTAGE % Rank: 6 16 32 45 number ofstars italsohasasuperstarof global proportions. the conditionsarefavorable: not onlydoestheclubhavea can alsoinfluencetheoutcome. InthecaseofRealMadrid star performers.Theavailability ofacustomnameoption fewer customizedjerseysthan aclubwithoneormore few starqualityplayerswill almostautomatically sell on thequalityofplayers.Ajerseyfromaclubwith component, andthepriceitdependstoaverylargeextent How attractiveistheprinting?Well, apartfromthevisual Finance Design Score:7/10 to thejerseywasalsofine. like theidea.Thematerialgotthumbupandconnect not thrilled aboutthepatternofmixingcolors.Othersquite Real Madrid12/13printingdoeswell. Somedesignerswere and connecttothejerseyareall valid.Inthiscontextthe favorable. Componentslikedesign,colorscheme,material, together theoverall evaluationoftheprintingwill bemore be seeninconjunctionwiththejersey.Iftwogowell evaluate thanthejerseybecauseitwill moreoftenthannot alone productbutratheracomplement.Thusitisharderto Contrary tothejerseyitselfprintingisnotastand- Fashion Ç Ç Ç Ç Ç Madrid Real 3/10 Ç Ç Ç Ç Ç Material: PUPlastic Color: Blue/Turquoise Season: 12/13 Kit: Home Printing by:SportingID Rank: 4 One factordetractingisofcourseprice.Acustomizedjersey Average: 3.5 team bringstractiontothenumbers. the fashioncomponenttiebreaker.HavingaRonaldoin Madrid endsupasasharedsecondwithLaJuvebutloses together andbluehasalwaysbeenapowerfulcolor.Real to fitwiththeRealMadridjersey.Jerseyandprintinggo well Madrid benefitsfromhavingitsownprintingstylemade only Real MadridendsupthirdbehindManUnitedandJuve. Final SERGIO RAMOS#4 ÖZIL #10 RONALDO #7 PLAYER 3 mostpopularplayers: Personalization Percentage: 70% costs morethanjustaregularblankjersey. Final Rank:3 Rank: 3 % SOLD 10 61 8

Soccer Jersey of the Year 2012. < 76 >

© Mikkel Bagger. 2013. All Rights Reserved. < 77 > League sleeve badges. of customizedjerseysand printedwithjust Premier Hazard, Torres, Oscar,Mata,andLampard.Addtothatloads of thosejerseysprintedwith aplayernameandnumber: of thoseanalyzedwith5players selling morethan10% the playersandawinningteam.Chelseaisonlyclub mismatch betweenjerseyandprinting.Whatmattersare been hot.Thefansseemnottobebotheredwithanycolor young andcomingstarslikeOscarHazard,Chelseahas After winningtheChampionsLeagueandafteradding Finance Design Score:6/10 set butthatdoesnotcountinthiscontext. competitions Chelseausesagoldcolorednameandnumber the printingappliedisexactsame!For international score muchlowerthanManUnitedonthisdimensionthough connect well withthejerseyandthereforeChelseawould available Chelseaoptedforthewhite/black.Itjustdidnot is availableamongthestandardPremierLeaguecolors designers forsuchamess.Thoughgold/whitestyle printing. OfcourseChelseahadtobeslammedbythe Intro: Asetupwithablue/goldjerseyandwhite/black Fashion Ç Ç Ç Ç Ç FC Chealsea 4/10 Ç Ç Ç Ç Ç Material: Sencilla Flock Color: White/Black Season: 12/13 Kit: Home Printing: SportingID Rank: 7 Average: 4 issue detractsfromthefinalscore. the season12/13Chelseahasdoneverywell thoughone big triumph will remainun-scatteredisyettobeseen.Butfor players andoftheclubingeneralafterayearwithnobig design scorewill mostlikelygoup.Ifthepopularityof theme andbacktoaclassicblue/whitecolorschemethe Now thatthe13/14Chelseajerseymovesawayfrom gold Final OSCAR #11 TORRES #9 HAZARD #17 PLAYER 3 mostpopularplayers: Personalization Percentage: 75% the highestpercentageofpersonalizedjerseys. Taken all togetherthisiswhyChelseatheclubofall with Final Rank:4 Rank: 1 % SOLD 12 23 27 of personalized jerseys.Theyellow colormakes thenameand sell well. Thereforeitisnowonder thatBarcelonasells alot club ispopularandhasmany fanssocustomjerseysalso has anumberofSpanishWorld andEuropeanChampions.The FC Barcelonahasthebestplayer intheworlditsranks.It Finance Design Score:6/10 very lowtoaboveaveragescores. designers werenotoverlythrilled butopinionsdivergedfrom kind ofcoatedandhasarubberlikefeeltoit.To sumup:The Puma usesthananythingelse.Thesurfaceofthematerialis quite distinctive.Itlooksmoreliketheconvolutedfontthat printing connecttothejerseyetc.The12/13Barcelonafontis consideration isdifferent.Doesitlookgood?Howdoesthe be importantandsignificant. For afashiondesignerthe FC Barcelonaproducts.SofortheBarcafanyellow will an importantcontrastoraccentwhenitcomestobuilding colors aswell astheCatalanones.Yellow will alwaysbe values replicatingaflag.Redandyellow aretheSpanish get tocarryacertainsymbolismthoughasthecarrierof considered veryprettybymost.Intherightcontextitmay Yellow isalwaysacontentiousissue.Thecoloritselfnot Fashion Ç Ç Ç Ç Ç Barcelona FC 5/10 Ç Ç Ç Ç Ç Material: Plastic Color: Yellow /Silver Season: 12/13 Kit: Home Printing: Sipesa Rank: 7 number setdistinctiveandcarriesacertainsymbolism Average: 4.5 likening. AndthenthereistheMessi. Barcelona doeswell butthedesignisnotofeveryone’s Final XAVI #6 INIESTA #8 MESSI #10 PLAYER 3 mostpopularplayers: Personalization Percentage: 72% from adesignperspective.AndthenthereisMessi. therefore mostfanswouldthinkthatitaddstothejersey Final Rank:5 Rank: 2 % SOLD 10 56 7

Soccer Jersey of the Year 2012. < 78 >

© Mikkel Bagger. 2013. All Rights Reserved. < 79 > Personalization Percentage: 55% the badstarttoseason. somewhat reversedafterXmasbuttoolatetomakeupfor bad resultsandtheoutflowoftopplayers.Thefortunes were The 12/13ACMilanjerseyandprintingwouldsufferfrom Finance Design Score:8/10 slightly angulartosome. anything woulddetractitbethefontwhichappeared club logostandsouttoenforcethevisualbrandidentity.If and ManUnited.Thematerialfeelsnicetotouchthe would gorighttothetopoflistalongsidewithJuventus well-balanced expression.TheACMilannameandnumberset the blackstripesingarmentandyouhaveapotent name and number set connects well with the white collar and the verylookofitratherclassy.Addtothatfact The whitenameandnumbersetwiththeblackedgeisby Fashion Ç Ç Ç Ç Ç Milan AC 6/10 Ç Ç Ç Ç Ç Material: SubliflexPlastic Color: White/Black Season: 12/13 Kit: Home Printing: Stilscreen Rank: 9 Rank: 1 Average: 5 If thedesignwill keepuponlytimecantell. score betteronthefinancialdimensionforseason13/14. in thesquadandwithimprovedresultsACMilanwill surely AC Milanhomejersey12/13.WithBalotelli andElShaarawy score. Thatisprettymuchthehautecouturefeatureof To sumup:aStrongdesignshowingbutWeak financial Final PRINCE #10 BALOTELLI #45 EL SHAARAWY #92 PLAYER 3 mostpopularplayers:

Final Rank:6 % SOLD 17 19 38 Personalization Percentage: 65% a namekitfittingwell withthejerseymayexplainthis. couple ofclassplayerscoupledwithcustomnameoption and jerseys. Thustheclubisathighendoftable.A Man Cityhasbeenquiteeffectiveinselling personalized Finance Design Score:7/10 with theoverall expression. but simplyemphasizestheblackwithoutreally interfering contrasts onthejerseyitself.Thewhiteoutlinedoesnoharm The predominantlyblacknamesetfitswell withtheblack happens tohavealotofblackaccentsonthejersey12/13. United withregardtotheprintconnect12/13.ManCity Manchester Citygetsthesameluckybounceas Fashion Ç Ç Ç Ç Ç City Manchester 7/10 Ç Ç Ç Ç Ç Material: Sencilla Flock Color: Black/White Season: 12/13 Kit: Home Printing: SportingID Rank: 4 Rank: 6 3 mostpopularplayers: Average: 5 spot withACMilanbutlosesthedesigntiebreaker. performance saysitbest.ManCityendsuponashared6th at andnottoomuchtobeoverlyexcitedabout.Agoodsolid performance andtakes7thplace.Notmuchtopointfingers Manchester Cityhascomeupwithadecentbutaverage Final BALOTELLI #45 SILVA #21 KUN AGUERO#10 PLAYER Final Rank:7 % SOLD 11 28 56

Soccer Jersey of the Year 2012. < 80 >

© Mikkel Bagger. 2013. All Rights Reserved. < 81 > Personalization Percentage: 70% to continue. high qualityplayerschecking-ininParis thistrendseemsset percentage ofpersonalizedjerseys.Withacontinuedflow of the greatestingame.ThereforePSGissettosell ahigh Great playershelpsell personalizedjerseys.PSGhasone of Finance Design Score:5.5/10 sum up:Amixedbag. blue isalsoslightlyvisiblethroughthewhitenumbers.To the materialseems“cheap”,thinandfragilethough.Thenavy impact visualinparticularonlargersizejerseys.Thefeelof and numbersisrathersmall whichcanhaveanegative white usually gounnoticedwhichhelps.Thesizeofthename The colormatchmaynotbe100%butdifferentshadesof red edgecorrespondingnicelywiththethemeofjersey. The Paris-SG printingfortheseason12/13iswhitewitha Fashion Ç Ç Ç Ç Ç Germain Paris Saint- 8/10 Ç Ç Ç Ç Ç Material: Plastic Color: White/Red Season: 12/13 Kit: Home&Away Printing: Monblason Rank: 10 Rank: 3 Average: 6.5 years. Changeisintheair. PSG will beinterestingtofollow overthenextcoupleof For afashionableclubfromfashioncitythebaritsethigh. PSG doeswell butcancertainlyimproveonthedesignside. Final PASTORE #27 IBRA #18 PLAYER 3 mostpopularplayers:

Final Rank:8 % SOLD 11 89 Personalization Percentage: 55% the numbersdoseemtotell astory. the clubthanjustpassingplayers?Hardtoknowwhy but players? Keyplayersinjured?Moreinterestinandsupport of a percentageastheotherclubsanalyzed.Lackofclass also sells alotofpersonalizedjerseysbutnotquiteashigh Liverpool doessell asignificantnumberofjerseys.Liverpool Finance Design Score:7/10 otherwise simplisticinaverystructuredway. it breakswiththegreatconsistencyofjerseywhichis particular well. White/blackmaybeneutralinprinciplebut does notmatchthered/yellow colorschemeofthejersey black printingstyleusedwiththeLiverpoolhomejersey printing Liverpool and Chelsea were less fortunate. The white/ While CityandUnitedhadaluckybouncewithregardtotheir Fashion Ç Ç Ç Ç Ç FC Liverpool 9/10 Ç Ç Ç Ç Ç Material: PUPlastic Color: White/Black Season: 12/13 Kit: Home Printing: SportingID Rank: 10 Rank: 4 3 mostpopularplayers: Average: 7 for theseason13/14mayhelpdesignscoreiflucky. sell morepersonalizedjerseys.AnewPremierLeaguestyle numbers gameandtherebytheoverall scoreLiverpoolhasto the jerseyconnect.Onafinalnote:Inordertoimprovetheir designers valuedstyleandfeeloftheprintinghigherthan The connectwiththejerseywasnotsosuccessful.Butmost The designofthenameandnumbersetgotadecentscore. Final AGGER #5 SUAREZ #7 GERRARD #8 PLAYER Final Rank:9 % SOLD 20 31 37

Soccer Jersey of the Year 2012. < 82 >

© Mikkel Bagger. 2013. All Rights Reserved. < 83 > Personalization Percentage: 64% jersey. to makeitattractiveforthefanoptapersonalized but thereareenoughqualityplayerstochoosefrominorder players. Thecollective standsasthedefiningelementthough FC Bayernhasaveryexcitingteamwithlotofgreat Finance Design Score:5/10 thin andfragile. silver stripesonthejersey.Thefeelofmaterialseems small. Theshadeofthecolordifferssomewhatfrom style isfairlysimple,keptinasinglecolorway,andrather 12/13 issimilarinstyletotheoneusedforhomekit.The The FCBayernChampionsLeagueprintingfortheseason Fashion Ç Ç Ç Ç Ç München FC Bayern 11/10 Ç Ç Ç Ç Ç Material: Plastic Color: Silver Season: 12/13 Kit: UCLAway Printing: DekoGraphics Rank: 11 Rank: 8 other EPLteams wehaveleftitout. * Arsenalcomes10thbutsince the printingissameasfor Average: 9.5 product veryattractivefortheyeartocome. will mostlikelycontinue.Thatshouldmakethepersonalized New qualityplayersaresettoarriveandthegoodresults An upgradefrom1.0toatleast2.0wouldbemuchwelcome. It will beinterestingtoseeifthedesignhasgotanoverhaul. FC Bayernwill launchanewnamekitfortheseason13/14. Final MÜLLER #25 GOMEZ #33 SCHWEINSTEIGER #31 PLAYER 3 mostpopularplayers: Final Rank:11 % SOLD 20 55 7 HAMSIK #17 CAVANI #7 PLAYER 3 mostpopularplayers: Personalization Percentage: 50% compare thefiguresofNapoliwiththoseotherclubs. to thelimitedprintingoptionsavailableitcanbehard some classactsinthelikesofCavaniandHamsik.Butdue Napoli doessell somepersonalizedjerseyssincetheyhave Finance Design Score:5/10 design. Napolididnotfarewell withthedesigners. of thelogoseemsdisruptivetoentirestructure numbers arehardtospotatadistanceandtheplacement gave itthispredicate.Thesmall Napolilogosengravedinthe dark Shadow and an attempt to give it some kind of 3D effect The Napoliprinting12/13waslabeledmostlyas“retro”.A Fashion Ç Ç Ç Ç Ç Napoli SSC 12/10 Ç Ç Ç Ç Ç Material: ECOblockPlastic Color: White/Navy Season: 12/13 Kit: Home Printing: DekoGraphics Rank: 12 Rank: 11 % SOLD 10 80 Final Average: 12 difference aswell. drives theindustrysoparticipationinUCLcouldmakea unreliable data.ButNapolidoesreasonablewell there.TV the situationduetolimitedselectionavailableandthus to salesofpersonalizedjerseysitishardestimate Napoli will havetodobetterdesignwise.Withregards Final Rank:12

Soccer Jersey of the Year 2012. < 84 >

© Mikkel Bagger. 2013. All Rights Reserved. < 85 > Personalization Percentage: 50% plays aroleisuncertain. personalized jerseys.Whetherarelativelypoordesignalso now BVBranksnearthebottomoflistforpercentage of numbers surelythe50%wouldhavebeenpassed.Butfor more awarenessoftheavailabilityofficialnamesand players. Withalargerselectionofprintingoptionsand Dortmund hasaveryexcitingteamwithsome Finance Design Score:3/10 “cheap”. The colorisslightlyfadedandthefeelofmaterialseems The fontisratherspecialsinceithasanasymmetricalshape. difference beingtheBVBlogoatbottomofnumbers. in thesamefontasusedforotherPuma teams.Theonly The Dortmundhomeprintingfortheseason12/13isproduced Fashion Ç Ç Ç Ç Ç Dortmund Borussia 13/10 Ç Ç Ç Ç Ç Material: Plastic Color: Black Season: 12/13 Kit: Home Printing: DekoGraphics Rank: 12 Rank: 13 Average: 12.5 and fansalike. has beentheperfectshopwindowtoworldforpredators percentage will almostcertainlygoup.TheirrunintheUCL top playersanddevelopthemfurtherthepersonalization am notsureiftheysucceed.IfDortmundcanholdontotheir underlying agendaaimingatproducingsomethingdisruptiveI Dortmund canonlyimprove.EvenifPuma hassome Final REUS #11 GÖTZE #10 PLAYER 3 mostpopularplayers: Final Rank:13 % SOLD 45 55 Award 2012 The Green Carpet

Soccer Jersey of the Year 2012. < 86 >

© Mikkel Bagger. 2013. All Rights Reserved. < 87 > up foragalaawardintuxedo. limited whenbeinginterviewedafteramatchorturning at theirbest.Theyoftenseemoutofplaceandawkwardly the greengrassfield.Thestarperformersfeelathomehere, The biggeststageforthefootballers isTheGreenCarpet, the crowdinstadiumaswell asfortheTVaudience. ply theircraft.Thisisverymuchliveandinrealtimefor For thefootballers thebiggeststageisfieldwherethey with theactors. media andthereisnodirectwayfortheaudiencetoengage their audience.For therestofittheyappearonlyonrecorded is theonlytimewhentheyengageliveandinrealwith The biggeststageforthemoviestarsisredcarpet.This mortals therewouldbenoprowess. beacons oflighttakingthespotlightandilluminating mere the entireindustryandgluesitall together.Withoutthese and inparticulartheSuperStars.Theirstardombestows All entertainmentindustriesliveoffthestarperformers brands intheirownright. industry andwhobecomehouseholdnamespersonal Stars whosestardomgoeswaybeyondthatofthefootball players justlikeinthemovieindustry.ThereareevenSuper Players arenotjustplayersthough.Therestarsandrole focus ofthemediaandfans:Theplayers. the clubisdefinedbyplayersatitsdisposal.Theprimary Individual playersmaycomeandgobutatanygiventime the playerstheseinstitutionsarenothingbutanemptyshell. The Club,Team, TheFranchise,Association.Without of theGame The Stars and theensuingjerseyeconomysurroundingthem. This sectionisdedicatedtotheStarsofbeautifulgame Jersey oftheYear 2012report,theGreenCarpet Award2012. Therefore wehavecalled thefinalsectionofSoccer Which isalsotheplacelayingfoundationtohisfame. footballer, thestarperformerandSuperStarisfield. We believethatthegreatestplaceofexpressionfor Busquets Yaya Toure Pique Bendtner Kun Aguero Neuer Benzema Eriksen Falcao Özil Drogba Rooney Xabi Alonso Pirlo Neymar Xavi Casillas Buffon Iniesta van Persie Sergio Ramos Balotelli Ibrahimovic Messi Ronaldo GREEN CARPETPLAYER Award inordertoroundup25. Bendtner andEriksenhavebeenincludedintheGreenCarpet Below wehavepresentedthetworankingssidebyside. the dataandlistsarecompatiblecomparable. players andthesamescoringsystem:5,3,1points.Therefore appearance: Charisma,looks,uniform?We usedthesame We addedtothatbyasking:whohadthegreatestonfield an attempttodeterminewhowasthebestfootballer in2012. Green CarpetAward2012.TheFIFA World Player awardwas + 2Danishplayersmadeupourgroupofnomineesforthe The 23nomineesfortheFIFA worldplayeroftheyear2012 and Who'sNot Who's Hot 11.6 15.1 20.2 0.0 0.1 0.3 0.4 0.6 0.8 0.9 1.3 1.5 1.8 1.9 1.9 2.0 3.4 3.4 3.5 3.6 4.3 4.3 4.7 4.7 7.8 % Eriksen Bendtner Balotelli Benzema Pique Busquets Neuer Sergio Ramos Kun Aguero Buffon Rooney Özil Neymar Yaya Toure Xabi Alonso Ibrahimovic v. Persie Drogba Pirlo Casillas Falcao Xavi FIFA PLAYER Iniesta Ronaldo Messi 10.9 23.7 41.6 N/A N/A 0.1 0.1 0.1 0.2 0.2 0.2 0.3 0.4 0.4 0.4 0.6 0.8 1.1 1.2 1.5 2.6 2.7 3.2 3.7 4.1 % players, coaches,ormediahavevotedforaplayerduetohis not thinkthattheoppositecouldbecase.Or lists doresembleoneanothertoacertainextent.We would rather thanhisappearance.Thatmightexplainwhythetwo for theirfavoritefootballer basedonhisfootballing skills One cannotexcludethepossibilitythatmanyfanshavevoted seems tobetheotherwayaround. value asafootball playerwhileinthecaseofYaya Toure it to 3rdasaperformer.Buffonhasmorecharismathanhis Ibrahimovic’ alsomakesahugeleapfrom9thasfootballer than onhispeers.SameseemstoholdtrueforSergioRamos. Balotelli seemstomakemoreofanimpressiononthefans beautiful gameabitedgier. seem tohavethebackingoffansinordermake flair tothegamearenotforgottenbyfans.Theseplayers Sergio Ramos,andIbrahimovic’whoall addabitofextra But inanycasewearegladthatplayerslikeBalotelli, out ontop. how youtwistthenumbersthesetwoalwaysseemtocome Barcelona andRealMadrid.Nomatterwhichwayyouturnor Ronaldo andMessiaretopofthepopsasusual.FC on stageappearanceandtheatricalskills?

Soccer Jersey of the Year 2012. < 88 >

© Mikkel Bagger. 2013. All Rights Reserved. < 89 > Did anyonesayRonaldo,Messi? ...Messi,Ronaldoanyone? while afewthingswill remain thesame. both listswill surelyseealot ofnewentriesanddittoexits lapse beforeskills arebeingrewarded/penalized.Nextyear contracts arestickyonemightevenexpectacertaintime and skills dogohandintoacertainextent.Andsince 11 playersarepresentonbothlistsmeaningthatmoney Benzema Conca Buffon Drogba Casillas Lahm Schweinsteiger Kaka Silva Tevez Torres Yaya Ibra Rooney Aguero Neymar Eto'o Ronaldo Messi Beckham NAME was. FIFA 2012playeroftheyearaward.An‘Y’forawho We haveplacedan‘N’nexttoaplayernotawardedforthe the worldoffootball 2012. According toFranceFootball thesearethe20topearnersin List Mania FIFA N N N N N N N N N Y Y Y Y Y Y Y Y Y Y Y quote untouchedthough. slightly tofittheworldoffootball. We haveleftthefirst life. Belowafewfamousquoteswhichhavebeenmodified A numberofpeoplehavereflectedupontheroleshoesin the field... commercial) Whichmakethebestplayersdotheirmagicon Is ItTheShoes?(Ref:SpikeLee–MichaelJordan Shoes? Is itthe Classy boots!” Ç Louboutin.” what you’remissing.Christian what youwant,areor Ç Ç Ç “What dofootballers want? “Shoes areamirrorof wear eitherNikeoradidasboots.Themostpopularandthe world’s football footwear.Mostoftheworld’stopplayers Nike andadidascombinedsell anestimated90%ofthe Ronaldinho R10andDavidBeckhamDBhavebeenshowna own dedicatedlinesCR7andM10.Inthepasttopstarslike the importanceofthesetwoplayerstheyevenhavetheir Lionel MessiisequippedwiththeadidasF50.To underline Cristiano RonaldowearstheNikeMercuriallinewhile strikers andattackingmidfielders. most hypedbootsarethelightweightmodelswornbymany your life.JustaskMikeHanke.” Ç footwear andhecanwinitall!” Ç Ç Ç “A pairofbootscanchange “Give afootballer theright

Soccer Jersey of the Year 2012. < 90 >

© Mikkel Bagger. 2013. All Rights Reserved. < 91 > hand. Is ittheshoes?Itisshoes!Form andfunctiongohandin tool andasfashionstatement.Bothaspectsareimportant. right boots.Thebootsareconsideredequally importantasa level arewilling toshell outsignificantmoneytoacquirethe outfit. Thereforeevenfootballers playingatarelativelylow football there is the “IT boot”: The one determining piece of an In theworldoffashionthereis“ITbag”. tournament, andnewlinesofbootsareintroduced. ensure maximummediaexposure.ABigmatch,AnImportant during amatch.Launchofnewmodelsistimedaccuratelyto the marketingisthatstarsofgamewearboots The keytosuccessisthemarketingthough.essenceof invested indevelopingthebootstechnically anddesign-wise. The footwearindustryisbigbusinesssoalotofeffort is standardfeat.Nofancyindividualdesignthere. players. For thevastmajorityofplayersbootstheywear similar honorbutitonlybefalls averylimitednumberof It’s GottaBeTheShoes! or teams. comfort, designetc.factorscompletelyunrelatedtoplayers people evenshopforapairofbootsaccordingtoprice, amateur footballers thelinkisnotalwayssoobvious.Many of footwearattheclubstheysponsor.Buttofansand try tovieasmanyplayerspossibleovertheirlines boots. Atthesametimeathleticapparelsponsorsdo any repercussions.SameholdsforaMadridfanwearingF50 national team.ABarcafanmaywearRonaldobootswithout linked toindividualplayersandnotverymuchclubor Jerseys arecloselylinkedtoclubaffiliations. Footwear is design matters! footwear alsoneedstobeclearlyidentifiable.Thusvisual enticing design.InordertobeseenonTVduringmatchesthe marketing campaignsuccessfulthefootwearhastohavean which isvisualandnotphysical.Thusinordertomakea Function andfunctionalityishardtotransferthemedia therefore sethim toindex100. highest commercialrevenues ofall playersandwehave deals fromtheirhomecountry. Beckhamhasbyfarthe Most football playersderive the majorityoftheirsponsorship economy comparedtotheendorsement dealsoftheplayer. from theIMFfor2012.Theindexshowssizeof home countryofaplayerinbillion dollars. Thefiguresare The following tableshowsthesizeofeconomy Benzema Conca Buffon Drogba Casillas Lahm Schweinsteiger Kaka Silva Tevez Torres Yaya Ibra Rooney Aguero Neymar Eto'o Ronaldo Messi Beckham NAME France Football 2012List Argentinian footballer playinginChinaonahugecontract. athlete: Salary,Bonuses,andEndorsementdeals.Concaisan the year2012.Thefiguresinclude3revenuestreamsfor in Marchcoveringthepreviousyear.Thelistbelowcovers 20 listoverthehighestearningfootball playerseachyear The FrenchsportspublicationFranceFootball publishesatop Invaluable? Are StarPlayers TOTAL M.€EURO 12.0 12.1 12.4 12.6 12.7 13.5 14.0 14.5 16.2 16.2 16.3 16.6 17.5 18.0 19.0 20.0 24.0 30.0 35.0 36.0 Buffon Torres Ibra Tevez Neymar Aguero Beckham Messi Ronaldo Yaya Drogba Eto'o NAME or hemusthave anappealwhichlandshim dealsalsowith indeed andeitherhemustbe averybignameinArgentina for multinationalsanywhere. Kun Aguerodoesverywell home audienceandthusmaking themattractivepartners football withaglobalappeal reachingwaybeyondtheir Beckham arethetrueGLOBALsuperstarsinworldof then wereachRonaldoandMessi.Ronaldo,Messi, It getsmoreinterestinglookingfurtherdownthelist...and campaigns. Buttheseareoutliersandspecialcircumstances. use theimagerightsofnationalheroesfortheiradvertising monopolies payingoverthemarketratesforbeingableto in adifferentway:Bysigningdealswithstatebacked players onthelist.Theyalsogeneratecommercialrevenues with adidas,Nike,Puma andthelike.ThishelpsAfrican revenues unrelatedtotheirnationalityisfromfootweardeals One areawheretheplayerscangeneratecommercial Lahm Conca Schweinsteiger Benzema Kaka Rooney Casillas Silva NATIONALITY ARG ARG ARG ARG CM UK UK BR BR DE DE FR ES SE ES ES PT CI CI IT GDP B.$USD 1340 2425 2433 3366 3366 2580 2425 1340 1340 1980 2433 520 474 474 474 210 474 24 24 24 INDEX 1042 744 893 100 332 561 27 30 32 35 83 11 12 16 16 22 13 7 8 8

Soccer Jersey of the Year 2012. < 92 >

© Mikkel Bagger. 2013. All Rights Reserved. < 93 > salary whichwouldmakeevenbankersorCEOsenvious. But inanycasethesetop-footballers domakeaveryhealthy Sweden. the “small marketeffect”kickinginfrombeinganativeof with familyratherthanshootingcommercialsormaybeitis But maybeheisnotinterested,mayprefertospendtime his endorsementdealsaswell. Ibramakes2.2million Euro. would thinkthatIbrahimovic’couldprobablymakemorefrom with 3.5forEto’oor3.1Lahm5.5KunAguero.One not interested.S31makes3.6million Euro.Comparethat make morefromendorsementdeals.Butmaybeheissimply world, asanativeinthebiggestEuropeanmarketetc.could in theclubwithhighestcommercialrevenues One wouldthinkthatSchweinsteigerasthefranchiseplayer companies advertisingtoanon-Argentinianaudience. Soccer Jersey of the Year 2012. < 94 >

© Mikkel Bagger. 2013. All Rights Reserved. < 95 > Finals 1-10 Green CarpetAward2012 Global AppealIndex:561 Jersey SalesIndex:125 of Spain. icon goeswaybeyondhisnativePortugal orhiscurrenthome echelon whatwewouldcall globalelite.Hisappealasan So nomatterhowyoulookatitRonaldoistheveryupper wide margintofourth.Cristianoalsosells loadsofjerseys. to endorsementdealsCristianoalsocomesthirdbutwith a the worldtrailingonlyBeckhamandMessi.Whenitcomes Cristiano Ronaldoisthethirdhighestpaidsoccerplayer in Finance Percentage ofvotes:20% his actionis. is morethananywhereelsethegreencarpet–thatwhere Ronaldo. Cristianoisaniconandhasstarquality.Hisvenue to onfieldappearancethefanshavevotedunivocally for FIFA World PlayeroftheyearAward.Butwhenitcomes Cristiano RonaldomayhavelostouttoLionelMessiinthe Fans Ç Ç Ç Ç Ronaldo Cristiano 1/3 Ç Ç Ç Ç Footwear: NikeMercurial Position: Forward Club: RealMadrid Nationality: Portuguese Rank: 4 Rank: 4 Rank: 1 strong personalbrand! it! Financially thingslookverysolidaswell. CR7isindeeda favorite: Appearanceorplay?You nameitRonaldohasgot hands down.Hedeliversonall parametersandheisafan Cristiano RonaldowinstheGreenCarpetAward2012 Final

Final Rank:1

Soccer Jersey of the Year 2012. < 96 >

© Mikkel Bagger. 2013. All Rights Reserved. < 97 > Global AppealIndex:332 Jersey SalesIndex:100 footballer intheworld.Messialsosells loadsofjerseys. income thankstohisglobalappealasbeingthebest after Beckham.Messihasthesecondhighestcommercial Messi isthesecondhighestearnerinworldoffootball Messi istheirchoiceoffrontfigureforcommercials. Turkish Airlinesdonotmuchbusiness inArgentinabut Messi isapersonalbrandwithglobalreachandappeal. Finance Percentage ofvotes:15% left foot. Boot will soonbecraftedaccordingtothemeasuresofhis speaks withhisfeetandheisrewardedforit.TheGolden field appearance:Thelooks,thecharisma,uniform.Messi Messi wasvotedinsecondastheplayerwithgreateston The fansloveMessi.Theyarewithhimonandoffthefield. Fans Ç Ç Ç Ç Messi Lionel 2/3 Ç Ç Ç Ç Footwear: adidasF50 Position: Forward Club: FCBarcelona Nationality: Argentinian Rank: 2 Rank: 6 Rank: 5 beautiful game he will beatthetopofclassaslongheplays there mightbetroublelyingahead.Messiistop-classand back. PSGiscomingandwithbothIbraBecksonboard time aroundversuseternalrivalCristiano.Butwatchyour second. Lionelisnofurtherbehindthanhemightgotopnext Green CarpetAward2012contest.Aclearandundisputed Messi doeswell andendsupsecondafterRonaldointhe Final

Final Rank:2 Global AppealIndex:30 Jersey SalesIndex:318 essentially aonemanarmy. definitely abigseller. For theSwedish nationalteamheis his timewithPSGareabitunreliablethoughbutIbrais Ibra sells alotofjerseyswhereverhegoes.Thedatafor Finance Percentage ofvotes:12% a footballer. personality itseemsthanforhisunquestionablequalitiesas Ibra isevenmorebelovedforhisappearanceand field appearance.Ibraisahotticketintheworldoffootball. The fansloveIbraforhisfootballing skills andforhison Fans Ç Ç Ç Ç Ibrahimovic Zlatan 3/3 Ç Ç Ç Ç Footwear: NikeMercurial Position: Forward Club: Paris Saint-Germain Nationality: Swedish Rank: 10 Rank: 3 Rank: 1 ’ Award than his10thspotintheFIFA World Playeroftheyear2012 spot intheGreenCarpetAward2012afull 7placesbetter the selectglobaleliteofstarplayers.Ibrahimovictakesthird the globalsportsmedia.Helookssettomaintainhisspotin performing atthehighestlevelanddrawingattentionof Ibra isworldclass.Ibrahimovic’awell-established star Final

Final Rank:3

Soccer Jersey of the Year 2012. < 98 >

© Mikkel Bagger. 2013. All Rights Reserved. < 101 > http://hbswk.hbs.edu/faculty/aelberse.html Inspiration: AnitaElberse www.kontorprojects.dk KontorProjects, Vesterbro CPH Carlsberg Maskinhallerne, Copenhagen Photo ShootLocations: www.frederikkececilie.com Makeup Artist:Frederikke www.basiccph.com Model: Nesli www.madmanfactory.com Model Photos:Balder adidas, Macron,Nike,Umbro,Warrior Torso Photos: www.thinkfoto.dk Detail Photos:Martin www.studiohyhy.com Graphic Design:Carli www.mmsports.com Retail Data:MMSport Credits [email protected] Author: MikkelBager Contact Colophon Soccer Jersey of the Year 2012. < 102 >