To carry out the analysis Buro Happold developed a detailed Venue Performance Rating (VPR) framework – measuring how the matchday experience created by football stadia can affect the brand value of the world’s biggest clubs and was first included in the 2019 Brand Finance Football 50 report. The VPR tool has continued to be refined since its inception last year, with the inclusion of more data, such as geospatial information and sentiment analysis. Furthermore, 3D models of more than 70 stadium seating bowls have been created to improve the acoustic assessments and to allow the introduction of metrics like spectator density.
The VPR system provides scores for three different criteria to calculate an overall rating. The primary factor is matchday experience, considering the view, sound, space and travel time for each stand in the stadium. The other two look at the stadium’s appeal to broadcasters and partners for sponsorship, and at the match impact – how the compactness of each stand can generate noise and affect events on the pitch. The rating system can highlight to owners and operators where a stadium is performing well and how its operations can be improved – providing a clear insight into its brand value.
Andy Pottinger, Director at Buro Happold, commented:
“Last year Buro Happold launched the Venue Performance Rating system (now commonly referred to as VPR). The first version appeared in the Brand Finance Football Annual 2019, and was used as part of the brand assessment for the largest 50 clubs in Europe. The aim has always been to introduce ‘stadium science’, inspired by how sports science has transformed the way in which clubs (and fans, and scouts, and agents) appraise players.
Henk Markerink, CEO Johan Cruijff ArenA
“We are delighted to hear that we have achieved a top 10 position in this global ranking. A nice confirmation that our efforts in the field of quality, sustainability, innovation and social social role are appreciated. The fact that the VPR system is fully based on data and thus uses a scientific approach to the evaluation of stadiums makes it an extra valuable recognition.