Credibility works as the currency of trust: it opens doors, reduces costs, attracts good business and protects the institution in times of crisis
As you know, credibility is one of the most valuable — and at the same time most fragile — assets in both the corporate world and in football. It works as the currency of trust: it opens doors, reduces costs, attracts good business and protects the institution in times of crisis.
In football, which today is a huge billion-dollar business, it is no different. Even teams with large squads, passionate fans and packed stadiums can suffer serious consequences when they lose credibility.
Villains are well known and unfortunately very common in our football:
- Unfulfilled promises (“let’s be champions”, “let’s pay on time”, “let’s renovate the stadium”);
- Management scandals (misappropriation of resources, manipulation of results, doping cases);
- Lack of transparency (creative accounting, hidden debts, disguised balance sheets);
Poor treatment of fans and players (abusive increase in ticket prices, humiliating dismissals, lack of communication);
In addition to talking beautifully about values, ethics, inclusion and sustainability while practicing the opposite behind the scenes.
Clubs with high credibility usually have significantly higher market value — on average 40% to 60% higher than clubs of similar size, according to several brand and valuation studies in the sport.
Furthermore, sponsors pay much higher amounts to join clubs with a clean, stable and well-managed image. A strong and trusted brand generates more commercial revenue, better valuation in the event of a SAF sale, and greater resilience in difficult times.
This is not theory. It applies to football in Europe, Asia and, of course, also for our Brazilian football.
*This text does not necessarily reflect the opinion of Jovem Pan.
