Wpływ czynników finansowych i pozafinansowych na wartość marki klubów piłkarskich – model ekonometryczny
Financial and nonfinancial factors influencing football club’s brand value – econometrical model

Summary/Abstract: Nowadays football clubs are well prospering businesses, they generate high revenues, as well as enormous operating expenses and their brands are widely recognizable. Many factors influence football club’s brand value, which can be divided into two groups – financial and nonfinancial. The aim of this article is to build and test econometrical model explaining the brand value (BVt) reliance on four financial measures – revenues from commercial activities (X1), wages (X2), Facebook followers (X3) and Tweeter followers (X4). Conclusion derived from the regression method analysis is that revenues and Facebook followers are positively correlated with brand value, Tweeter followers are less correlated but statistically acceptable; but wages are less correlated with brand value and statistically this independent variable is insignificant.

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