The Premier Soccer League (PSL) brand is worth R200-million.
This is according to research conducted by BMI Sport Info, an independent research company.
PSL consultant Peter Mancer said on Thursday at a press conference in Johannesburg that the brand has grown from strength to strength over the years.
He said: ”Since the new PSL brand launched in 2004, the value increased by 45% every year. The brand value excludes its 32 clubs. This is because of the investment from sponsors of the league, and many have been queueing to sponsor the league as well.”
Halfway through the 2007/08 season, the PSL has clinched three sponsorship deals: a R1,6-billion television deal with SuperSport International, a R500-million deal with Absa and a R400-million Nedbank Cup sponsorship.
Both the SuperSport and the Absa deal were marred by controversy over commissions handed out to members of the PSL sponsorship committee.
PSL CEO Kjetil Siem, also at Thursday’s press conference, said: ”To see the PSL brand doing so well is good news and it shows that we are on the right track.”
Investors in the PSL have also had some positive spin-offs over the past six months. The BMI Sport Info research reveals that Santos football club have generated R25-million for their sponsors in the 2006/07 season, Engen and Puma.
”Overall return for the investors has increased because of the exposure on SuperSport and the South African Broadcasting Corporation. It has increased from R1,5-billion to R2,7-billion over the past six months. If a small team like Santos can generate so much for their sponsors, it’s easy for them to go back to their sponsors and ask for more money,” said Mancer.