A influência das decisões de registro de marca nas receitas dos clubes de futebol

Abstract

Football is a global cultural, social and economic phenomenon, with renowned clubs that have become brands with international reach. This article aims to identify the influence of trademark registration decisions on football clubs' incomes. A Multiple Linear Regression model was used to analyze variables such as types of registered trademarks (combined, word, and figurative) and the number of associated NICE classes. Brand data was found on the Global Brand Database platform (2024) and in the financial reports of EY and Deloitte (2021 to 2023). The results indicated that figurative trademarks and the number of NICE classes are positively associated with club incomes, while combined and word trademarks showed no significant impact. It was observed that figurative trademarks and NICE classes explain 72.04% of the variation in incomes. It was concluded that trademark registration strategies focused on figurative trademarks and multiple NICE classes can optimize football clubs' incomes. This study contributes to understanding the importance of branding in income generation in the sports sector and paves the way for further investigations into the impact of different types of trademarks in other market contexts.