Football’s First Billion Dollar Brand? Not Barcelona, Manchester United!
The Brand Finance Football 50, released today, is an annual study conducted by leading brand valuation and strategy consultancy Brand Finance. Football’s biggest clubs are put to the test to determine which command the strongest and most valuable brands.
Billion Dollar Devils
Despite another season without silverware, Manchester United has reclaimed its position at the top of the Brand Finance Football 50, knocking Bayern Munich off the top spot. The Red Devils have become the first billion dollar football brand, with 63% growth bringing total brand value to $1.2 billion.
Champions League Victory can’t Stop Barca’s Slide
Barca’s resounding 3-1 win over Juventus caps a year of stunning successes (including La Liga title and the Copa del Rey) in which the club has made history by becoming the first to win the treble twice. Saturday’s game alone added $28 million to Barca’s brand value, contributing to a overall increase on 2014 of $151 million dollars, bringing the total value of the brand to $773 million.
However as glorious as Barca’s record may be, it simply has not been able to harness its brand to the same extent as rivals Real Madrid (whose brand is $100 million more valuable) or the rapidly growing English teams. Man City and Chelsea have both overtaken it for the first time, pushing Barca into 6th place in the Brand Finance Football 50.
Thanks to sporting success and a squad stacked with legendary figures such as Messi and Neymar, Barcelona actually has the strongestbrand of any club, rated AAA+ by Brand Finance. However ‘brand strength’ only reflects the notional potential of the brand. For a club’s brand to generate income a business team that is as star-studded and tactically brilliant as the team on the pitch is required. That is how to build brand value.
The World’s Most Valuable Football Club Brands