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FootballSustainabilityIndex2023 The annual report on the most valuable and strongest Football Sustainability Indexbrands Ranking AnalysisTop 50 Football Sustainability Index RankingFan Perceptions Insights Brand Spotlights20Liverpool F.C.21Interview with Ben Latty, Executive Sponsor of The Red Wayand Commercial Director, Liverpool Football Club Researching Sport and Sponsorship Football Fan Research25Precision and structure in Sponsorship Evaluation– Best Practice.28 33 Methodology 40 Our Services48 ESG hat-trickbecomestop priorityfor Europe’s +LiverpoolFCis perceived to be the mostsustainable football brand in Europe’s top 5 leagues. +Spanish ClubsRealBetisandRealMadridboth secure positions in top 3. +ThePremierLeagueis the Most Sustainable +Italian ClubUdineseCalcioleverages Sustainable +Two teams stand out amongst competitorsin French Ligue 1 +SCFreiburgleads the Environment Category +Sustainability becomes a top priority for sponsors. RankingAnalysis. Football Sustainability Index. Environmental, Social, and Governance (ESG)considerations are essential for brands in all industriesbecause of their considerable impact on all stakeholdergroups. It is no surprise that football clubs feelthe same pressures, with fans, owners, sponsors, Fans expect owners of clubs to respect and support themand align their decision-making with the club community. For owners, it is therefore vital that their governanceof the club aligns with its fan base. When these twostakeholder groups’ priorities do not align, conflictoccurs. This is often caused by fans’ perception thatthose in power are not committed to their needs anddesire. A clear example is the ongoing conflict betweenManchester United supporters and the club owners,the Glazer family. This is primarily a result of theirinvolvement in the proposed and widely unpopular Some clubs have plans and intentions to improve theiroperations with regard to these crucial matters andpromote their successes to drive positive interactions However, stakeholders’ priorities towards ESG mattersdo differ, so clubs need to be able to differentiatebetween groups and interact with them accordingly.Sponsors, for example, are highly concerned with how a While the results from our extensive fan survey showthat a small number of clubs have made significantstrides in their commitment to ESG matters and For most fans, social and governance concerns areof paramount importance. For many, the sense ofcommunity and belonging is one of the key draws of Liverpool FC is perceived to be themost sustainable football brand inEurope’s top 5 leagues This has primarily come through Liverpool’s owninitiaitve ‘The Red Way’. The club has successfullyused its platform to help have a positive effect on itscommunities, people and environment. This includesa comprehensive training and development strategy LiverpoolFCis perceived to be the most sustainablefootball brand in Europe’s top 5 leagues according toa new report from leading brand valuation consultancy, The club had an overall score of 86/100 across the3 key sustainability metrics – namely Environment, Liverpool FC has built on a comprehensivesustainability strategy by becoming a signatory tothe UN Sports for Climate Action Framework and Liverpool’s strong ESG score is underpinned by theconsideration amongst fans that the team is well runand managed off the pitch, scoring the highest in thismetric in Brand Finance’s research. It also engages in In the long term, they are working towards becomingcompletely net-zero in line with UK Governmentlegislation on zero carbon emissions. The club has alsosuccessfully communicated the positive strides it has Billy Hogan, managing director and chiefcommercial officer of Liverpool FC has been vocal incommunicating the positive strides the club has made Spanish Clubs Real Betis and RealMadrid both secure positions in top 3 Spanish clubRealBetisis 2ndin perceivedsustainability with an overall ESG score of 83/100.In 2020 Real Betis launched their program ‘ForeverGreen’, a sustainability platform for companies andinstitutions that want to use football, the most popularsport in the world, to help save the planet. ‘ForeverGreen’ is an undertaking Real Betis founded toincrease awareness amongst the population about Real Betis also recently took the step to becoming acarbon neutral club after calculating and reducing itsgreenhouse gas emissions. The club is also involved Fellow Spanish football giantRealMadridfollowedclosely behind in 3rd, with an ESG score of 79/100.It has continued to grow its environmental protectionpolicy as a crucial component of its sustainability Some key areas within Real Madrid’s environmentalagenda include material and waste recycling and waterusage. Through an agreement withEcoembesSpain,S.A., a system was set up for the collection, transport,and subsequent treatment of waste which goes beyondthe guidelines set by the European Union. Regarding The Premier League i