Serie A: reputation collapse of -12.75%. Rome in 5th place

L ‘ Atalanta is the team with the best reputation in Italy. Cagliari also stands out. They are saved Naples Turin and Rome. All the teams that had joined the Superlega project were bad. While in Europe it is Leipzig to win the record for Reputation. According to Zwan’s analysis, carried out through the ReputationRating algorithm, the reputational collapse of the system Football in Italy is mainly attributable to the “ Workplace & Governance ” and the ” Financial performance ” of the main players. The chaos surrounding the Super League and the frequent investigations by Consob and Agcom on the activities of the clubs are the mirror of a championship at loggerheads. , Investors, Institutions and Companies. However, it is good to underline how, in this general ” reputation fall ” of the Italian Football System, contrasting data, at the level of individual clubs, from our country and the rest of Europe.

In particular, we report below the ranking of the Top 5 Italian clubs for reputational growth in 2021: 1. Atalanta (+ 14.78%) | The results are there for all to see, a forge of talents, profitable balances, a constant presence in the main European leagues and a solid leadership in the eyes of investors and financiers, make Atalanta the true Italian sporting miracle of recent years. 2. Cagliari Calcio (+ 12.26%) EFDN member club ( European Football for Development Network ), Cagliari launched three social responsibility projects in 2021: ” Love As One ”, a series of initiatives against racism and against homo-, bi- and trans-phobia at home matches; ” Cheering school ” , with the opening of a section of the stadium reserved for minors to allow them to grow as healthy fans; ” Casteddu4Special ”, a series of sports and stadium initiatives for people with disabilities. 3. Ssc Naples (+ 10.7%) | Club with strong financial strength and new prestige in light of the partnerships with Armani and Amazon. The sporting results it is achieving, despite the financial ” austerity ” announced in the summer and the related cost cuts put in progress, reward the far-sightedness of the company. 4. Turin (+ 9.18%) | Torino’s leadership is still driven by the broad reputation of Urbano Cairo, by far the manager with the most reputation among Italian presidents. The presence of a strong and lively online fanbase – in the top 10 in Italy and among the most active in terms of engagement on social networks – also gave a reputational boost. 5. AS Roma (+ 6.2%) | The team begins to enjoy the investments in young people made in recent years: to date, the squad is bright and gives strong hopes for the future. Furthermore, online and offline communication – in the Capital – is among those with the broadest international scope, certainly thanks also to the arrival of Mourinho , which had one of the biggest positive impacts on the Club’s reputation globally.

Disastrous the fall in reputation of the Juventus (-19.4%) which occupies the last positions in Europe together with Real Madrid and Barcelona : to affect the leadership of Andrea Agnelli, strongly questioned following the failure of the Superlega project and the failure to step back, the strong red of financial performance, sports results – far below expectations – and the “ escape ” of Ronaldo , as well as the return of Allegri, whose name is not linked to the good game. In Europe, as anticipated, the RB Leipzig (+ 15.63%) stands out. The Leipzig team, in fact, is unique at a European level from many points of view, again this year it has carried out a dense program of CSR initiatives, which involved children and young people (including aid to foster homes and young people with difficulties to enter the world of work), inclusion and integration, education, exercises and health (with fundraising for many good causes on the occasion of the so-called “ glühwürmchenumzug ”, a spectacular event with the launch of lanterns.

FTA is also good Ajax (+ 13.21%). The Dutch club is awarded by the sustainability and innovation of its Johan Cruijff Arena and, in particular, from the (Re) Imagine Football initiative, a competition of ideas, in partnership with UEFA for the launch of new and innovative services to allow an immersive football experience to fans also during the periods of greatest impact of the Cov pandemic id-19. In particular, the macroscopic effects of this reputational recession of the Italian football system have manifested themselves with particular evidence on the three big players, thanks, in particular, to the involvement of Juventus , Inter and Milan in the project Superalloy . The launch of this new competition, outside the merit-based logic pursued by individual federations and international bodies, was in fact seen by the main stakeholders in the sector – institutional (UEFA), professional (sports press, other clubs and football professionals) and amateur ( fans) – as a betrayal of the more or less rhetorical formula of ” football of the people ”. Nor has he convinced the prompt turnaround of the management when the fuss was raised at the current championships. This has further contributed to the weakening of the reputational position of the leadership of these clubs, already tested by other factors such as debt, foreign or distant and impersonal property.