BLOG | by YouGov Sport

As a fresh football season gets underway, clubs are experiencing significant brand boosts. Each month, YouGov Sport highlights the football clubs that saw the biggest month-over-month increase in Buzz scores in the United Kingdom, Spain, Italy, Germany, and France. 

A club’s Buzz score is a net measure based on responses to two questions: “Over the past two weeks, which of the following teams have you heard something positive about?” and “Now which of the following teams have you heard something negative about?” 

In the United Kingdom, Brentford FC (+4.7) tops the list of biggest Buzz movers, no doubt a result of its return to the Premier League after a 74-year absence. Upon its arrival to the top-flight league, Brentford beat Arsenal 2-0. Lionel Messi’s blockbuster deal with Paris Sint-Germain also made waves in the UK, with the club posting a three-point Buzz score hike this month. Leicester City (+1.6), Fulham FC (+1.2) and Chelsea (+1.1) also posted notable score increases this month in the UK. 

The Messi deal was deeply felt in Spain and the superstar forward’s new home at PSG saw a 6.1-point hike in Buzz in Spain. Sevilla FC (+4.5), Manchester United (+3.8), Villarreal CF (+3.5) and Liverpool (+2.3) round out the top-five list in Spain. 

Paris Saint-Germain clocked the highest Buzz score jump in France with 8.8-point hike in the last month. PSG was well ahead of other clubs on our list, including RC Lens (+2.5), Manchester United (+2.2), Montpellier HSC (+1.6) and Stade Brest 29 (+1.5). 

In Germany, football clubs saw modest gains with 1. FC Köln posting a 2.9-point bump, ahead of VfB Stuttgart (+1.7), Borussia Dortmund (BVB) (+1.4), Inter Mailand (+1.2), and FC Liverpool (+0.9). 

Once more, PSG is ahead of the pack in Italy, with a score increase of 5.3 points, while other clubs saw modest hikes: S.S. Lazio (+1.4), Hellas Verona F.C. (+1.0), Juventus F.C. (+1), and Cagliari Calcio (+0.8).  

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Methodology: YouGov FootballIndex collects data on every major club. Buzz score is based on the questions: “Over the past two weeks, which of the following teams have you heard something positive about?” and “Now which of the following teams have you heard something negative about?” and delivered as a net score between –100 and + 100. Scores reported represent the chance between the 30-day daily average between May 21 – June 22, 2021 and June 22, July 20, 2021. Scores are based on an average daily sample size 577 – 619 in Italy, 2,096 – 2,211 in the UK, 579 – 626 in Spain, 514 –553 in France, and 519 – 1,441 in Germany. Daily figures are based on a four-week moving average. Learn more about BrandIndex.