SBD/Issue 8/Franchises

Real Madrid Tops BBDO Valuation Of European Soccer Clubs

New research from BBDO ranking the top 25 brand values of European football clubs, designed as a guide to help companies evaluate the mid- and long-term marketing potential of advertising through various clubs, places Spanish La Liga club Real Madrid at the top with a value of US$1.5B. At EUR1.063B, the club is the only soccer franchise in the world whose value exceeds EUR1B. The second most-valued franchise is fellow La Liga club FC Barcelona (US$1.34B), followed by English Premier League club Manchester United (US$1.3B). The following are the top 25 most-valuable clubs (BBDO).

CLUB
VALUE (U.S.$)
Real Madrid
$1.498B
FC Barcelona
$1.336B
Manchester United
$1.299B
Chelsea
$1.167B
AC Milan
$1.161B
Bayern Munich
$1.025B
Inter Milan
$1.008B
Arsenal
$1.003B
Juventus
$999M
Liverpool
$909M
Olympique Lyon
$638M
AS Rome
$621M
Schalke 04
$614M
Ajax Amsterdam
$519M
Glasgow Rangers
$468M
Valencia
$450M
Benfica
$448M
Celtic
$444M
VfB Stuttgart
$406M
Werder Bremen
$388M
FC Porto
$359M
PSV Eindhoven
$341M
Sevilla
$331M
Villarreal
$330M
OSC Lille
$290M

In London, David Bond reported 18 of the Premier League’s 20 clubs could “change hands within the space of just five years.” Nine are currently up for sale, with only Wigan Owner Dave Whelan and Middlesbrough Owner Steve Gibson “resisting the temptation to cash in.” Reading Chair John Madejski said, “I’ll listen to sensible offers. But from billionaires only. Millionaires need not apply” (London TELEGRAPH, 9/20).

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