Performance of the brand

In footballing terms many see the 2011-12 season as a transition period for Chelsea, this is reflected in 2011’s negative brand growth. With no trophies, their big signing Torres struggling to find form and a relatively small stadium, the brand is stagnating.Since the arrival of Abramovich in 2003, the club has propelled its global recognition. With the Premier League now reaching over 200 territories, the club has recognised and commercialised its player icons into “brand ambassadors” for the club. By owning the individual image rights for its players, the club can produce alternative returns on investment from its players.

Another shopping spree over the summer leaves the club with an unhealthy wage to turnover ratio of over 80%. This urgent problem means Chelsea will either need to cut costs or drive income. The Blues will be hoping that its 5th manager in as many years will have the right tactics to change the on-pitch success of the club and collect some trophies. The club now needs some stability and success to enrich its heritage and help convert its global followers into more lucrative global fans and consumers.

League tables

Chelsea appears in the following brand league tables:

Rank 5 in the The Brand Finance® Football 50 2012.
Rank 5 in the Top 25 Football Club Brands 2011.
Rank 5 in the The Brand Finance® Football 50 2011.
Rank 6 in the Top 25 Football Club Brands 2010.
Rank 6 in the Top 25 Football Club Brands 2009.