– Valued at almost USD 1.9 billion, Manchester United remain the world’s most valuable football club brand.
– Barcelona, who won their 25th La Liga title this season, are back in possession of football’s strongest brand, reclaiming the top position they lost to Real last year.
– Testament to their commercial prowess, Premier League (18) and Bundesliga (13) field 31 clubs in the Brand Finance Football 50 ranking.
– Airline, automotive, and financial services brands continue to dominate shirt sponsorship, accounting for 67% of agreements with the top 40 clubs.
– Football’s emerging markets, China, India, and the USA, have growing awareness of Europe’s top football leagues, according to new original research.
For a visual summary of findings, view the Brand Finance Football infographic here.
View the full list of the world’s most valuable football brands here.
Manchester United has retained its title as the world’s most valuable football brand, according to the latest report by Brand Finance, the world’s leading independent brand valuation and strategy consultancy.
Placed at the head of the table again this year, United’s brand value of USD 1,895 million is more than USD 300 million higher than that of either Real Madrid or Barcelona FC.
With impressive revenue streams and continued success on the field, Manchester United’s brand value increased by 9% year on year since 2017.
The club’s brand strength also grew, by 3%. After last year’s exile in the UEFA Europa League, United’s brand strength was enhanced by two trophies and a return to the Champions League this season. Like all Premier League clubs, United benefit from extraordinary broadcasting revenues, but the club’s commercial revenues, totalling USD 390 million in 2017, are far greater than domestic and most international rivals.
The composition of this year’s league table reflects the undoubted commercial power of the Premier League with 18 teams in the top 50 and six in the first 10.
Premier League clubs enjoy elevated status due to broadcasting, which accounts for 60% of all revenues and, in some cases, contributes more than 90% of club income. In terms of matchday revenues, however, many of the Premier clubs have modest income, largely due to stadium size. Even prominent clubs like Chelsea and Tottenham have had restrictive home grounds that should be remedied with the construction of new stadiums. Outside of the United Kingdom, the Premier enjoys very healthy levels of awareness – 69% – in the growth markets polled by Brand Finance.
Bryn Anderson, Director at Brand Finance, commented: “The Premier League remains the most visible and most intensely marketed football league worldwide, hence its heavy presence in the Brand Finance Football 50.
“Although all member clubs benefit from strong broadcasting revenues and high levels of stadium utilisation, there is a huge gulf between the very top and the rest of the league. Furthermore, the reliance on broadcasting creates some vulnerability for the clubs and the challenge will be to successfully introduce a more balanced revenue mix in the future.”
The correlation between on-pitch performance and brand development has improved Liverpool’s brand strength by 4% and brand value by 33%. Manchester City, Premier League champions in 2017-18, saw brand value rise by 30% and brand strength improve by 4%. Tottenham Hotspur are also experiencing positive momentum with brand strength up 7% and brand value rising 10%.
It is no coincidence that all three clubs have been widely praised for the quality of their football during 2017-18 – there has been a “feel-good factor” about these teams that contributes to strengthening the brand.