I received YouGov's Sports on the rise in 2025 report earlier - which looks at which sports brands are on the up. On the football index (which measures "brand health"), guess who was the 10th biggest improvement in brand in the past year? The name is familiar 
. We improved equally well with both males and females, and we did best amongst Gen X and Baby Boomers (we didn't make the top ten for GenZ or Millennials). Unfortunately, none of this changes the fact that we are rubbish at the minute.
The Index score within YouGov Football Index is a composite measure that summarizes overall brand health for football clubs. The six component metrics of the Index score are:
• Impression: Which of the following football clubs do you connect with players or coaches who you especially like? And for which of the following football clubs can you not connect to players or coaches who especially like?
• Quality: Which of the following football clubs do you connect with good management? Now which of the following football clubs do you connect with a bad management?• Value: In your opinion, which of the following football clubs represent a good fan culture? Now which of the following football clubs do not represent a good fan culture?
• Satisfaction: Of which of the following football clubs would you say that they play attractive football? And which of the following football clubs do not play attractive football?
• Reputation: In your opinion, which of the following football clubs have a big tradition? And which of the following football clubs do not have a big tradition?
• Recommend: In your opinion, which of the following football are currently successful? And which of the following football clubs are currently not successful?
. We improved equally well with both males and females, and we did best amongst Gen X and Baby Boomers (we didn't make the top ten for GenZ or Millennials). Unfortunately, none of this changes the fact that we are rubbish at the minute.The Index score within YouGov Football Index is a composite measure that summarizes overall brand health for football clubs. The six component metrics of the Index score are:
• Impression: Which of the following football clubs do you connect with players or coaches who you especially like? And for which of the following football clubs can you not connect to players or coaches who especially like?
• Quality: Which of the following football clubs do you connect with good management? Now which of the following football clubs do you connect with a bad management?• Value: In your opinion, which of the following football clubs represent a good fan culture? Now which of the following football clubs do not represent a good fan culture?
• Satisfaction: Of which of the following football clubs would you say that they play attractive football? And which of the following football clubs do not play attractive football?
• Reputation: In your opinion, which of the following football clubs have a big tradition? And which of the following football clubs do not have a big tradition?
• Recommend: In your opinion, which of the following football are currently successful? And which of the following football clubs are currently not successful?
