A report by Brand Finance reveals that ManU has become "the world's first billion-dollar footballing brand," with Man City and Chelsea performing better than Arsenal, according to Tom Edwards of the London TELEGRAPH. The Brand Finance list, which measures a team's "brand power" and its ability to monetize its global recognition, shows ManU "as top of the pile despite two trophyless seasons at Old Trafford." The report claims ManU's ability to attract "unrivalled" sponsorship deals "is key to its success," and cites the club's £47M ($72M)-per-year shirt deal with Chevrolet as an example. ManU "also reacted well to the breakdown" of its kit manufacturing deal with Nike, by negotiating an even better one with adidas almost immediately. This "savvy business operation is key and is, for example, why Barcelona, the club with the strongest brand in the world, is only rated sixth." The report explains, "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" (
TELEGRAPH, 6/8). In London, Mark Odell wrote ManU's brand has risen 63% in a year "in value terms." This means it has "knocked Bayern Munich off top spot after the German club, which this year retained its Bundesliga crown for the third season running," only registered a 4% rise in brand value to $933M. Brand Finance CEO David Haigh said that ManU's success "had been masterminded" by ManU Exec Vice Chair Ed Woodward, whom he called "the Ronaldo of football’s commercial sphere" (
FINANCIAL TIMES, 6/8). Also in London, Amar Singh wrote the annual report "named five other Premier League clubs" in the top 10. Cash-rich Man City is "placed fourth on the list thanks to a rapidly-growing fanbase." The club has a "diverse portfolio of partnerships" including deals with Nissan in Japan and Etisalat in the UAE. English champion Chelsea is "the next highest Premier League side on the list positioned 5th" (
EVENING STANDARD, 6/8). In London, Simeon Gholam wrote Barcelona's Champions League final victory over Juventus on Saturday added $28M to its brand value, but could not stop it "falling two places to sixth" -- although its second treble in six years "will probably ease" its pain. ManU also "received another boost" to its financial potency thanks to the record-breaking new U.K. broadcast deal. West Ham is another club "to benefit from the windfall." The Hammers’ 86% growth puts it in the top 20 for the first time, with a brand value of $209M. And it is "set to get even bigger over the next few years" as it prepares for a move to the Olympic Stadium in '16 (
DAILY MAIL, 6/8).
World's Most Valuable Football Club Brands
|
|
Club
|
Rank 2015
|
Rank 2014
|
Country
|
Brand Value 2015
(USDM)
|
Brand Value 2014
(USDM)
|
ManU
|
1
|
3
|
England
|
1206
|
739 |
Bayern Munich
|
2 |
1
|
Germany
|
933
|
896
|
Real Madrid
|
3
|
2
|
Spain
|
873
|
768 |
Man City
|
4
|
5
|
England
|
800 |
510
|
Chelsea
|
5
|
7
|
England
|
795 |
502 |
| Barcelona |
6
|
4
|
Spain
|
773
|
622
|
Arsenal
|
7
|
6
|
England
|
703 |
505
|
| Liverpool |
8
|
8 |
England |
577 |
469
|
Paris St. Germain
|
9
|
10
|
France
|
541
|
324 |
| Tottenham |
10
|
12
|
England
|
360
|
248 |
| Juventus |
11
|
13
|
Italy
|
350
|
247
|
Borussia Dortmund
|
12
|
9
|
Germany
|
326
|
327
|
FC Schalke 04
|
13
|
11
|
Germany
|
302 |
313
|
AC Milan
|
14 |
14
|
Italy
|
244
|
236
|
Everton
|
15
|
20
|
England
|
228
|
121
|
West Ham
|
16
|
24
|
England
|
209
|
112
|
AS Monaco
|
17
|
New
|
France
|
202
|
|
| Southampton |
18
|
30
|
England
|
183
|
96
|
Galatasaray
|
19
|
17
|
Turkey |
177
|
141
|
Inter Milan
|
20
|
15
|
Italy |
160
|
152
|
Click
here to view the full list.
