I marchi delle società sportive: profili di valutazione economica

[Autom. eng. transl.] The brands represent the emblem of professional and amateur sports clubs. The sports clubs exploit their name with sponsorships, merchandising, customer loyalty customers / fans and a growing presence on the media channels. The application of international best practices and integrated assessment standards, such as ISO 10668 or IVS 210, must be adapted to peculiar case of this kind, in which the binomial “strong brand - weak company” typically coexists. There revaluation of trademarks, in application of ad hoc rules also envisaged for 2022, facilitates the capitalization of sports clubs, making it possible to bring out otherwise unexpressed values.