The international organisation SUPERBRANDS have chosen Maccabi Tel Aviv to be one of the 312 "super brands" in Israel, making the club the first sports team ever to join this prestigious club
Maccabi Tel Aviv have been added to the list of the strongest brand names in Israel, joining other big name football clubs that are on the list representing their countries like Bayern Munich, Barcelona, Manchester United, Chelsea and others. Maccabi Tel Aviv Football Club are the first sports brand name to enter the list in Israel and share that honour with the Maccabi Tel Aviv Basketball team.
The selection process followed the organisation's charting of all the brand names operating in the country and assembling a list of 2,300 of them in the initial stage. In the second stage, a panel of 127 of the country's leading marketing CEO's and deputy directors, under the chairmanship of professor Yacov Hornik from Tel Aviv University, screened and ranked the entries and only those receiving the highest marks from the judges advanced to the consumer research stage. This third stage was conducted by the research group MarketWatch, whose nationally representative sample of 800 consumers ranked the finalists divided into 25 categories. After an adjusted calculation of the consumer rankings, each brand was measured against the SUPERBRANDS standard, and each brand that surpassed that standard was declared to be a "superbrand" in Israel.