Spanish champions Real Madrid remain the most valuable soccer club brand in the world, topping Brand Finances’ latest annual report for the fourth consecutive year.
The Football 50 2022 report, which identifies soccer’s most valuable and strongest brands, put Real’s brand value at €1.5 billion (US$1.6 billion), a year-over-year (YoY) rise of 19 per cent. The club was also named as the world’s strongest soccer brand for the first time, replacing German champions Bayern Munich.
Real’s increase in brand value this year was driven by a combination of improved brand strength and a positive revenue trajectory. In comparison, Los Blancos suffered a ten per cent slump in brand value last year due to Covid-19 uncertainties and weaker fan sentiment due to their involvement in the botched European Super League.
Brand Finance added that while Real’s brand value has not yet recovered to its pre-pandemic peak in 2019 of €1.6 billion (US$1.7 billion), it has strong opportunities to grow alongside international broadcasting and sponsorship opportunities.
Real’s given valuation, generated by professional accountants in compliance with International Organisation for Standardization (ISO) brand valuation standards, is an estimate of the net economic benefit that a brand owner would achieve by licensing the brand in the open market.
English champions Manchester City (€1.3 billion) rose to second in the most valuable soccer club ranking. Real’s fierce rivals Barcelona were third and Liverpool were fourth (both €1.3 billion). Manchester United (€1.3 billion) slipped to fifth, their lowest-ever ranking. Bayern (€1.1 billion) and French champions Paris Saint-Germain (€1 billion) were sixth and seventh. The Premier League’s Tottenham Hotspur, Chelsea (both €900 million) and Arsenal (€800 million) completed the top ten.
Liverpool were deemed to be the second strongest strongest soccer club brand in the world, behind Real. Barca were third, with United fourth and Bayern fifth. City placed sixth and Italian giants Juventus took seventh spot. Arsenal, Chelsea and Tottenham were eighth, ninth and tenth respectively.
AC Milan, who claimed their first Serie A title in 11 years this season, were named the fastest growing soccer brand in the world, achieving the fastest growth in both brand value and brand strength. Leeds, who narrowly avoided relegation from the Premier League this month, were second.
Brazilian club Flamengo, who were given a brand value of €96 million (US$103 million), were the only non-European team to make Brand Finance’s top 50.
“Real Madrid are now clearly the dominant brand in the global football business,” said Hugo Hensley, Brand Finance’s head of sports services.
“For four years, they have been the most valuable brand thanks largely to their business success off-the-field. However, their continued success on-the-field has delivered them the brand double, and they are now also the world’s strongest football brand. Even opponents recognise, respect and admire the reputation of Real Madrid.”