Liverpool won their 20th league title – but they were already the Premier League’s strongest brand

Liverpool have won the Premier League with four games to go – ending Manchester City’s run of four successive titles. Arne Slot’s side now equals Manchester United in terms of the overall number of top-division wins.  

So what impact has this historic season had on Liverpool as a brand? Nothing too dramatic, according to YouGov FootballIndex, perhaps because the Reds were already dominating in this respect. From the beginning of the 2024/25 season (16 August 2024) to the day Liverpool clinched the title (27 April 2025), Index scores – a measure of overall brand health calculated by averaging several metrics – have gone from 25.7 to 24.8 (-0.9). This was already higher than the next healthiest brands in the Premier League at the time, Manchester City (19.5) and Arsenal (19.5), and the gap was even wider on the day Liverpool won the title (City’s scores were 11; Arsenal’s 15.3). 

Digging a little deeper, we can see that Liverpool’s Impression scores, which measure whether consumers like a club’s players and coaches, are at 4.1; above the average score for Premier League sides of -1.5 (+5.6). Same goes for scores tracking perceptions of a club’s tradition (42.6 vs. 11.1), the quality of its management (22.9 vs. 3.5), and whether or not it plays attractive football (16.5 vs. 1.9). 

So, a stellar and historic season for Liverpool as a team, and one that may – for fans – definitively put worries about who could possibly succeed Jurgen Klopp to rest. In terms of its overall brand health, the lack of movement may simply reflect their existing dominance. While Manchester United and Everton fans (among others) might disagree, Liverpool have been top of the brand tables for a while now, and clinching the Premier League title may only reinforce this. 

This article originally appeared in City A.M.