As the British Icon Index measuring the impact of UK brands around the world is released, we spoke to report author Rick Nye, Senior Advisor at Yonder, to find out more about the “soft power” that has the Premier League.
What sets the Premier League apart from the other UK brands you measured in this survey?
Rick Nye: Essentially, the Premier League is the best encapsulation of all the most positive attributes that the UK wants to project to the rest of the world.
As with previous editions of the British Icon Index, we took a variety of British institutions or brands and tested them with different audiences around the world. We ask them how many of the positive attributes we asked them about they think each of those brands, institutions or industries have.
A lot has changed in the last five years since our British Icon Index in 2018, be it events of global significance like the COVID-19 pandemic and Russia’s invasion of Ukraine, or more nationally divisive like the completion of Brexit.
DOWNLOAD: Index of British Icons (PDF; 6.1 MB)
Some things, however, remain constant. One is the need for Britain to be able to tell a compelling story about itself to the rest of the world and the importance of brands and industries in delivering that message.
If the UK aspires to be seen as successful, trustworthy, admired and open, people around the world need to recognize these qualities in some of Britain’s most prominent organizations and companies.
In the report he talks about how important it is that the positive impression of the Premier League is stronger among 18-34 year olds. Why is that?
Not: Partly because they are the leaders of tomorrow. If you look at it from a soft power point of view, these are the people Britain will be dealing with in the future.
The age category from 18 to 34 years are the most open elements of a population and a country. Clearly having an understanding and appreciation of the Premier League as a common language or common ground where you can meet people from different countries is extremely important to the UK.
He also talks about how the Premier League can help the UK build partnerships around the world. How does it work?
Not: These are based on personal experience, but when it comes to opinion-formers or decision-makers, wherever you go in the world, the minute people find out you’re from England, they want to know which Premier League team you’re for. League you support. What do you think of Club X versus Club Y? Or player A against player B?
The Premier League offers an immediate way to engage with people. The fact that the Premier League is such an attractive and exciting competition, viewed around the world, means that it acts as a showcase for what we would like people to think of as a modern, business-friendly Britain. Dynamic, passionate – all of these things for which the Premier League is an extremely powerful advertisement. That is what you want from your icons as a country.
Other brands and institutions are doing very well, such as luxury car brands, British universities or the BBC; simply, overall, the Premier League has been the most consistent performer.
In five years, do you see any change for the Premier League as a global icon?
Not: What is important for the Premier League, particularly outside of the UK, is that the fundamentals of how it delivers the sporting spectacle that is Premier League football are maintained.
As long as the Premier League can do that within the UK, it will continue to have that reach and appeal beyond.
So the model that has taken top-tier English football and made it a major sporting and cultural talking point around the world for 30 years, the most potent icon of modern Britain, as long as people respect that model, it should continue to be just as successful.
Do you think it will grow more? Or are there challenges that could threaten your position as number 1?
Not: There are always challenges, in the sense that people are used to more options, to follow other sports, for example. Brand power can be fickle. They rise and fall. You see that a lot with luxury brands, some have reputation challenges.
But for the Premier League it is about resilience. If he can continue, and is allowed to continue, to deliver the compelling sporting spectacle for which he is known, admired and appreciated throughout the world, he will be able to maintain his position as one of Britain’s most powerful symbols throughout the world.
If you are a business or political leader in Britain or just someone who wants Britain to have a positive image around the world, you should want it because it’s worth it.
There aren’t many institutions or brands that this country has that can do what the Premier League does. So don’t take it for granted.
