BLOG | by YouGov Sport

European football’s biggest Buzz movers for July 2021

Despite the close-season, football clubs are posting healthy brand scores. 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, Buzz scores among some Premier League clubs continue to improve after cratering in the wake of the proposed European Super League. Manchester United saw the highest increase in Buzz in the United Kingdom, with a 5.9-point jump. That’s after posting a massive 24-point increase last month and follows the club’s recent deal to sign Jadon Sancho from Dortmund. Between June 21 and July 21, Arsenal (+5.3), Tottenham Hotspur (+2.2), Celtic FC (+1.4) and Everton (+1.3) also registered significant Buzz score increases.

Interestingly, its wasn’t a domestic club that climbed most in Spain. Instead, French Ligue 1 club Paris Saint-Germain (+9.5) clocked the biggest Buzz jump in Spain in the last 30 days. During that interval, former Real Madrid captain Sergio Ramos signed for PSG, which perhaps led to the increased chatter around the team. La Liga clubs FC Barcelona (+3.7) and Real Madrid (+3.5) also posted score hikes this month, as did Segunda División clubs SD Huesca (+2.4) and Real Valladolid (+1.9).

In Germany, Bundesliga team FC Schalke 04 increased its Buzz score by +5.5. However, its overall score still remains below the zero mark, which tells us that more people have heard negative things about the club than positive. Werder Bremen (+5.5), Hamburger SV (+4.9), Real Madrid (+1.4) and Borussia Mönchengladbach (+1) achieved smaller increases.

Among French adults, Olympique Marseille (+6.6) saw the biggest Buzz-score leap. Modest close-season increases among the French public were posted by Barcelona (+1.9) and Juventus (+1).

In Italy, Juventus (+9.6) leads the pack, followed by Barcelona (+6.8), Parma Calcio (+4), AS Roma (+2.5) and FC Crotone (+1.9).

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 635 – 713 in Italy, 2,228 – 2,312 in the UK, 585 – 708 in Spain, 505 –560 in France, and 1,449 – 1,540 in Germany. Daily figures are based on a four-week moving average. Learn more about BrandIndex.

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