Consulting and auditing firm BDO has named Flamengo the most valuable brand in Brazilian football. With a market value of 1,243 billion, surpassing Corinthians, the World's Most Beloved Club has returned to the position it vacated in 2009.

 

"In absolute terms, Flamengo was the fastest-growing club in Brazil. In the last two years, the club had the highest revenue, not counting player transfer revenue. In 2014 alone, Flamengo earned R$80 million in sponsorships. The club has the largest TV contract in the country and a fan base spread across the entire country. This combination of variables put Flamengo at the top of the ranking," explains Pedro Daniel, sports management consultant at BDO and coordinator of the study, which was published by State of São Paulo newspaper.

 

"It's a recognition of the work that has been done at Flamengo over the years. It's a numerical recognition, using a BDO measurement method that is absolutely transparent and, therefore, reflects reality. If the club recovered thanks to a policy, as long as this policy is maintained, the red-blacks can expect that this leadership will be maintained and expanded. And we will continue to maintain our policy of responsibility; our credibility continues to be restored and the club continues to thrive. Furthermore, we have a revenue leveraging effort that has proven to be effective.

To determine the brand value of clubs, the company considers the number of fans/consumers, revenue collection, and market share. Each red-and-black club that become a fan member, buys products in official stores, goes to Mais Querido's games, or simply follows the club's official channels, all contribute to Flamengo's growth. For José Rodrigo Sabino, the club's Vice President of Marketing, maintaining first place will be a natural consequence of the work being done. "It's just the beginning. We may even further distance ourselves from other clubs in Brazil. The work is being done with this focus. It's just proof that this management model is paying off. Flamengo is truly becoming a completely different club, and this appreciation is further recognition," he analyzed.  

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