Brand Finance is a regulated accountancy firm, leading the standardisation of the brand valuation industry. By clicking “Accept”, you consent to the use of all the cookies. The two most valuable clubs in all of world football play in LaLiga, according to the 2020 Brand Finance Football report. Through its effect on the three main revenue streams – Matchday, Broadcasting, and Commercial – €751 million or 3.7% has been knocked off the cumulative brand value of the world’s top 50 most valuable football clubs. While the Premier League and LaLiga are watched in both countries, the Bundesliga has a growing following in China, but is substantially behind both English and Spanish football. The full damage of the COVID-19 crisis has yet to unfold and it is not inconceivable there will be casualties in the form of club bankruptcies and changes in ownership. While Spanish clubs are benefitting from a new broadcasting deal, the gap between the big two, Real and Barca, and the third most prominent club, Atlético Madrid, is more than 300%. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. 6 Apply the royalty rate to the forecast revenues to derive brand revenues. PSG is this year’s biggest winner. © 2021 Brand Finance. One of the biggest fallers is Arsenal, who have lost 19% and are seeing their place in the top 10 in some jeopardy, finishing outside the Premier League top 6 for the first time in 25 years. Valencia and 1.FC Köln, with increases of +10.5 and +8.3 points respectively, recorded the highest rates of growth. Tottenham Hotspur have also risen from 4th to be this year’s title winners for stadium performance, according to Buro Happold’s Venue Performance Rating system. Top 50 most valuable Brazilian brands from Brand Finance Brazil 50 2020 ranking stand to lose up to US$9.5 billion of cumulative brand value following devastating COVID-19 pandemic Itaú retains title of nation’s most valuable brand, valued at US$6.8 billion The steps in this process are as follows: 1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Indeed City’s owners are already expanding the brand internationally. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources. Furthermore, we have created 3D models of more than 70 stadium seating bowls to improve our acoustic assessments and to allow the introduction of metrics like spectator density. 2020 ... 50: 1.FC Köln: Hover over the ‘I’ button for alternative currencies.Bayern Still at the Top. The situation was exacerbated by COVID-19, along with a lack of stability around the management of the team. It has decided to pull the brand out of the continent altogether from 2015. For more information, please see our Privacy Policy. Chelsea dropped one place in the table to 8th after their value fell for the fourth consecutive year to €949 million. FC Köln is buking the trend to become the fastest growing in the whole top 50 (+47%), followed closely by RB Leipzig (+43%). Country . Loss of income, coupled with health concerns about mass gatherings, have raised question marks about the future of the industry and the financial resilience of clubs across all levels. Statistics show the club generated €627 million in revenue last year, while its wage costs amounted to €352 million. Manchester United tops the list of the professional football clubs in England, with over €1.3bn in brand value in 2020, revealed the Brand Finance Football 50 – 2020 survey. Brand Finance is the world's leading independent brand valuation and strategy consultancy. Yes. Real Madrid remain the most valuable football club brand in the world for 2020, according to the latest edition of the Brand Finance Football Annual. Name . 4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand. sources and calculations used to arrive at your brand’s value. On Forbes’ annual ranking of the 100 most valuable brands, Amazon, Netflix and PayPal make big gains while Wells Fargo, GE and HP fall. As a result of the global pandemic, this is the first time in six years brand value by the top 50 clubs has declined. Join Declan Ahern, Valuation Director at Brand Finance, Hugo Hensley, Senior Consultant at Brand Finance, and Andy Pottinger, Director at Buro Happold, as they discuss the findings of the latest Brand Finance Football Annual in our webinar on 5th August 2020. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%. In a partnership with the New York Yankees, the New York City MLS franchise was launched last year, incorporating both the ‘city’ name and the same, light blue livery. About Brand Finance 4 Get in Touch 4 Brandirectory.com 6 Brand Finance Group 6 Foreword 8 Executive Summary 10 COVID-19 Global Impact Analysis 18 Sector Reputation Analysis 20 Brand Finance Airlines 50 (USD m) 22 Definitions 24 Brand Valuation Methodology 26 Market Research Methodology 27 Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Last year’s winner, Real Madrid’s Estadio Santiago Bernabéu, slips to 5th, primarily because it scores so poorly with regard to the aforementioned features, and this is clearly a reason why the stadium is undergoing renovation. Provided it can navigate further significant sanctions for breaches of financial fair play regulations and manage with a restricted squad in Europe, City’s brand could soon be a far more enticing prospect than United’s for sponsors and fickle international fans. Analysis/Stats. reserved. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes nearly 100 reports which rank brands across all sectors and countries. Nonetheless, 5th is still a huge achievement, and is attained by strong performances in several areas – such as metrics corresponding to acoustics, compactness, and location. Posted by. The impact of COVID-19 has seen the top 50 most valued football clubs lose around €751m in brand value, according to the latest ‘ Brand Finance Football Annual’ report. Brand Finance. Privacy and cookies policy Welcome to the 9th annual Brand Finance Football 50, the only study of its kind to analyse and rank football clubs by the value of their brands, providing a deep understanding of the opportunities and challenges facing the industry. The COVID-19 pandemic has challenged professional football worldwide and across all levels. Buro Happold launched the Venue Performance Rating system last year when it appeared in the Brand Finance Football Annual 2019, and it is now used again as part of the brand assessment for the largest 50 clubs in Europe. Methodology Brand Finance calculates the values of the brands in its league tables using the ‘Royalty Relief approach’. After the enforced break of around three months, most leagues resumed with a behind-closed-doors format that excluded spectators. A major factor in this success were a number of experiential and revenue-generating features – such as a Tunnel Club, Sky Lounge, micro-brewery, 360-degree concourses, and safe-standing capability, among others. While most Bundesliga clubs’ value is lower this year, 1. Brand Finance Football 50 2018 The annual report on the most valuable football brands. This approach involves estimating the likely future sales that are attributable to a brand … Conversely, the biggest decline in brand strength is languishing Italian club AC Milan with a -8.5 slip, followed by Russian club Zenit St. Petersburg’s -6.1 drop, despite considerable domestic success, and AS Roma who are showing a -4.2 decrease. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. You forget what you want to remember and you remember what you want to forget” (McCarthy 12) The Road untraditionally conveys a father-son love story. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Paris Saint-Germain is beginning to escape the confines of Ligue 1 to become a truly global brand; its brand value has almost quadrupled in a year, up from $85m to $324m (£193m), which sees the club enter the top 10 of the Brand Finance 50 for the first time. Top-level football has been confronted with the largest existential threat since the Second World War. Unsurprisingly, the top five leagues dominate the brand rankings with only four clubs in the top 50 from a league other than England, France, Germany, Italy, and Spain. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database. 8 Brand Finance Football 50 May 2019 Brand Finance Football 50 May 2019 9 Executive Summary. Real Madrid’s disappointing on-pitch performance prior to 2019-20, which saw an earlier-than-normal exit from the UEFA Champions League in 2018-19 and a second successive season adrift of LaLiga champions Barcelona, eroded the club’s dominance of the Brand Finance ranking. 2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. Inter is 13th, up from 2017's 28th position with a 100% increase. Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Victory in La Liga and a stunning Champions League run has broken the duopoly Real and Barca once held over Spanish football and has established Madrid as one of the great cities of footballing rivalry along with Manchester and Milan. “For now, the brand equity founded on years of glory, shrewd commercial management and stewardship of the brand is shielding United from a more dramatic drop. Brand value of Delhi Capitals in IPL 2016-2020 Sports sponsorship market in India 2019, by segment Survey on sponsorships provided by joint-stock companies in Sweden in 2014, by sport At the opposite end of the table, Fulham’s demotion to the Championship has cost it dearly; a 36% brand value drop is the fastest of any club in the top 50. Liverpool move above Premier stablemates Manchester United to become the strongest Premier League brand with a rating of 93.2. Healthy attendances and high levels of broadcasting revenue earlier in the season had a positive effect on other Premier League clubs. Serie A and Ligue 1 have a lot of ground to make up in building their global franchises. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671, and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States. All rights It has also put its sponsor Azerbaijan on the map. Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits. President Uli Hoeness’s conviction for tax evasion has also taken a little of the shine off the Bayern brand. Devotion is such that El Clásico serves as a proxy for political rivalries not just in Catalonia but as far afield as Iraq. Real Madrid once held sway as the world’s most valuable football club brand with legions of followers the world over. At the same time, the gap between Juventus and the 12th club, Borussia Dortmund, has increased by more than €100 million. To view the table online, click here. For more information on how we use cookies, please see our, The World’s Most Valuable Football Brands. United’s 7th place Premier League finish means Chevrolet has had to put the brakes on its plans to use sponsorship of the club as a way to push its brand in Europe. From among eight Spanish clubs in the ranking, two enjoyed healthy growth in their brand value, namely Valencia (+32%) and Athletic Bilbao (+11%). Juventus, Italy’s leading club, remain outside the top 10, but the margin between 11th and 10th has reduced by over €100 million. At €967 million and ranked 7th overall, PSG’s brand value, like their playing budget and transfer market capability, is substantially higher than their Ligue 1 opponents. COVID-19 has caused the total value of the top 50 football brands to decrease for the first time in 6 years. Not so on this occasion. Home » Press Releases » The World’s Most Valuable Football Brands. With just such a nightmare season having come to pass this year, United’s value has fallen further; the 2014 brand value of $739m is down $98m on last year, its AAA+ brand rating has slipped to AAA and it has fallen into 3rd place as Real reaps the rewards of Champions League victory. 21 April 2020, Hong Kong – ANTA Sports Products Limited (“ANTA Sports” or the “Company”, stock code: 2020.HK, and its subsidiaries, collectively the “Group”), a leading sportswear company in China, is pleased to announce that the Company has been listed in the “Brand Finance Apparel 50 2020” for the fifth consecutive year . We use cookies to ensure that we give you the best experience on our website. According to the 2020 Brand Finance Football report, the two most valuable clubs in the world football play are the top two heavyweights of La Liga. Despite missing out on the Champions League title Atletico’s brand value has also surged; it has nearly doubled from $67m last year to $126m in 2014. Real Madrid and Barcelona are followed by a cluster of English Premier League clubs in the Brand Finance Football Annual 2020 ranking, with Manchester United in 3rd position after their brand value fell by 11% to €1,314 million. Now in 50th, anything other than promotion next year will see Fulham drop out of the Brand Finance Football 50 for some time to come. Domestic dominance has kept Bayern in pole position; Pep Guardiola has steered the club to another Bundesliga title (with a record points haul) as well as DFB-Pokal victory over Dortmund. 8 Brand Finance Apparel 50 April 2020 Brand Finance Apparel 50 April 2020 9 Foreword. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. Bayern’s dominance in Germany is matched by Paris Saint-Germain in France, although European success still eludes the club backed by Qatar Sports Investments. 6 Brand Finance Global 500 January 2020 brandinance.com Customer insight drives our valuations Over 1,500 brands researched each year 29 countries and 10 sectors covered More than 50,000 respondents surveyed annually Key metrics across all industries and brands B2B and B2C results We are now in our 4th consecutive year conducting the study Our brand valuations are underpinned by extensive market Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation. Brand Finance is the world’s leading brand valuation consultancy. The two most valuable clubs in all of world football play in LaLiga, according to the 2020 Brand Finance Football report. Leicester City’s brand value is up by 44% to €333 million, while Chinese-owned Wolverhampton Wanderers, with their biggest crowds in 50 years are 30% higher at €242 million. After going through a period of discontent during the latter years of the Arsene Wenger era, Arsenal have struggled to regain their position as a Champions League club, which has started to be reflected in their revenues and bottom line. Bayern Still on Top but Real Relegates Man United To Third 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 most powerful and valuable brands. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market. Matchday income for the 501 games remaining in the big 5 leagues dropped to zero, but it is often the smaller clubs and leagues which are more reliant on this revenue stream – in Scotland it makes up 43% of total revenue, compared to only 13% in the Premier League. Though television revenues still lag those of Premier League clubs, an extension of its partnership with Nike, a continuing relationship with the game’s most prominent shirt sponsor Emirates and a new deal with Chinese tech giant Huawei all attest to the growing power and value of the PSG brand. City has won the title for the second time in three years and won two trophies just this season. The BSI score is applied to the royalty range to arrive at a royalty rate. Brand Finance Football 50 2019 – Self-proclaimed ‘Most Successful Club’ missing as Celtic jump 5 places By Editor 16 May, 2019 No Comments THE annual report on the most valuable and strongest football brands is out today. As per the report, COVID-19 causes total brand value of top 50 clubs to decrease for the first time in 6 years – €751 million or 3.7% is knocked off. The cookies collect information in a way that does not directly identify anyone. 4. This year, we have developed the structure further and doubled the amount of content – such as financial data, geospatial information, and sentiment analysis. Paris Saint-Germain have the biggest advantage over their nearest competitor in France, their Brand Strength Index of 85.6 being nearly 13 points more than Olympique Lyonnais, underlining PSG’s total domination of the French Ligue 1. The Brand Rankings by Category! Juve’s domestic rivals are not closing in on them either. We'd also like to set optional analytics cookies to help us improve it. Despite the drop, Bayern are the clear leader among ten German clubs in the top 50 and their brand value is more than double their nearest challengers, Borussia Dortmund (down 9% to €487 million). For example, only 21% of Real Madrid’s brand value is delivered by the next five years’ financial results. The relative indifference of international audiences to French football (in contrast to the Budesliga, Premier League or La Liga) has limited the potential of French clubs to build their brands. Each brand has been accorded a brand rating: a benchmark study of the strength, risk and future potential of a brand relative to its competitor set as well as a Brand Value: a summary measure of the financial strength of the brand. There have been some positive signs, as Southampton vs Manchester City on BBC broke the Premier League TV audience record with 5.7 million viewers, but the longer-term damage to the game’s economic structure has yet to be revealed. 2020’s report is the 15th edition of the Brand Finance Football 50 ranking, but arguably the most unique, focusing heavily on the impact Covid-19 has had on the industry. However another season in the wilderness, outside the Champions League, will see brand value truly plunge, and leave few sponsors willing to do a deal with the Devils” commented Brand Finance’s Head of Sports, Dave Chattaway. Our reports provide a complete breakdown of the assumptions, data 5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates. Manchester United had a brand value of 1.46 billion U.S. dollars in 2020. Manchester United tops the list of the professional football clubs in England, with over €1.3bn in brand value in 2020, revealed the Brand Finance Football 50 – 2020 survey. With a brand value of €1.646 billion, the club is ahead of a peer group of … 7 Discount post-tax brand revenues to a net present value which equals the brand value. In 2019, the biggest shirt sponsor of the leading 50 football clubs in Europe was the airline industry. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100. Inter Milan, the second highest placed Serie A club, failed to grow and AC Milan’s ongoing lacklustre performance is contributing to a 35% loss in their brand value. Zlatan Ibrahimovic’s 30 goal haul has reinforced his position as one of the game’s most respected players, which has translated into significant shirt sales. Barcelona, Real’s fierce rivals, are just €6 million behind Real with a brand value of €1,413 million, supported by strong and diverse revenue generation and continued domestic performance in Spain. The statistic depicts the brand value of the most valuable English football teams from 2011 to 2020. The balance of power at the top of the English game is shifting decisively to the blue side of Manchester. Despite the huge implications of COVID-19 for football clubs and their financial results, the majority of the brand value is secured by the clubs’ long-term future – provided they can survive the initial shock. All true, but for a commercial brand at least, the first answer must always be ‘to make money’. Join Declan Ahern, Valuation Director at Brand Finance, Hugo Hensley, Senior Consultant at Brand Finance, and Andy Pottinger, Director at Buro Happold, as they discuss the findings of the latest Brand Finance Football Annual in our webinar on 5, Real Madrid remain world’s most valuable football brand, but Barcelona narrow the gap to just €6 million, COVID-19 causes total brand value of top 50 clubs to decrease for the first time in 6 years – €751 million or 3.7% is knocked off, English clubs dominate the ranking with six brands in top 10 and 19 in top 50, Liverpool inches two spots up into 4th place, following historic Premier League win, Bundesliga’s 1. Brand Finance Airlines 50 April 2020 3 Contents. Along with the level of revenues, brand strength is a crucial driver of brand value. The Bundesliga, Ligue 1, and Serie A do not have the same level of global reach of the Premier League and LaLiga, as confirmed in Brand Finance research among football fans in the US and China, two fast-emerging nations in the sport. Despite the economic backdrop, club brand strengths have remained robust, with half of the top 50 growing in the past year. You may disable these by changing your browser settings, but this may affect how the website functions. The third French club to make the list is Marseille, ranked 38th. However in 2013, Brand Finance anticipated the likely dip in performance and prestige resulting from Sir Alex Ferguson’s departure, allowing Bayern Munich to claim the top spot. Melbourne Heart was purchased in January this year with a similar expansion in mind. Aside from calculating overall brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Archived. Ahmad 1 Asim Ahmad. COVID-19 has caused the total value of the top 50 football brands to decrease for the first time in 6 years. Welcome to the Annual Review of Football Finance 2020, the publication that remains the most comprehensive analysis of the financial trends in, and prospects for, the football industry. On pitch success is rapidly building the value of the brand; following 53% growth, City’s brand value now stands at over half a billion dollars. Manchester United, despite being overshadowed by the domestic success of their neighbours Manchester City in 2017-18, has retained its title as the world’s most valuable football brand. Bayern Munich, who remain Germany’s footballing powerhouse, are the 6th most valuable club. 2019 . Brand Finance made a list of the top 50 most valuable football brands. In many respects, it is extraordinary for a new stadium to make it to the top of the table, because the methodology also includes metrics relating to historical performance – such as the number of major finals and international matches hosted in the last ten years, and the length of time with its current name. Furthermore, its capacity is considerably less than the likes of Camp Nou and Wembley. Bayern Still on Top but Real Relegates Man United To Third The Brand Finance Football 50, released today, is an annual study conducted by leading brand valuation and strategy consultancy Brand Finance. In Statista. 18. For several years Manchester United held sway as football’s most valuable brand. What is the purpose of a strong brand: to attract customers, to build loyalty, to motivate staff? According to the ranking, Real Madrid CF has a brand value of 1,572 million U.S. dollars in 2020. Bayern Munich retains its title, with a brand value of $896m. We use necessary cookies to make our site work. . An aggregate 5-0 loss following a pummeling from Real Madrid in the second leg of the Champions league semi final was the only downside to an otherwise stunningly successful season. Produced this study with an independent and unbiased analysis of 0 to 100 rivals are not to be as. Index ( BSI ) score on a scale of 0 to 100 to notice! Cecchetto ENG4U1-01 6 January 2020 the Road: Impactful Quotes ’ analysis Quote # 1: “ you forget things! S reign Real Madrid ’ s conviction for tax evasion has also taken a of! All Premier League clubs for the Second time in 6 years Premier League with. Revenues attributable to a credit rating settings, but this May affect the. Ahead of a strong brand: to attract customers, to motivate staff Accept. Finance is the efficacy of a known near 50 % increase Discount post-tax brand revenues to brand... 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