MANCHESTER CITY FC (brand value up 13% to €1.51 billion) has achieved a historic milestone by surpassing Real Madrid CF (brand value down 4% to €1.46 billion) as the world’s most valuable football club brand. The club’s brand value has seen a positive increase of 34% growth since the COVID-19 pandemic and has now reached an all-time high. Manchester City FC also boasts the highest revenue in this year’s table, a key driver in its ascent to the top, a media release said.
Hugo Hensley, Head of Sports Services at Brand Finance, commented: “Manchester City FC has achieved an extraordinary feat by surpassing Real Madrid to become the champion of football club brands. For five years, the City team has exerted its dominance in English football, securing four Premier League titles in the past five seasons. However, the club’s performance in this year’s ranking highlights that Manchester City FC are performing off the pitch in terms of building a strong brand and attracting fans and sponsors, and setting the stage for what could be an iconic Champions League final against Inter Milan in June.”
In addition to calculating 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. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 10,000 football fans in Europe, Brazil, China, and the USA.
While beaten out of the top spot by Manchester City FC this year, Real Madrid CF strikes again as the strongest and second-most valuable football club brand. In 2022, Brand Finance research determined that the Spanish powerhouse were the most likely club to be rated ‘the best club in the world’ by fans. Brand strength is what attracts fans, players, investors, and sponsors to engage with the club –delivering commercial value through higher revenues, prices – especially for sponsorship, higher growth, and sponsors, reducing risks to profitability
related to weak on pitch performance.
Following Real Madrid in 2nd, FC Barcelona (brand value up 4% to €1.4 billion) defends its 2022 rank in 3rd, as does Club Atletico de Madrid (brand value down 5% to €549.56 million) in 12th. Following a period of on-pitch setbacks and financial struggles, FC Barcelona appears to have resurged its reputation, winning the Spanish LaLiga ahead of historic rival Real Madrid in 2nd and Club Atletico de Madrid in 3rd.
Sevilla FC (brand value up 6% to €189.27 million) has also shot up five places to 25th, while Villareal CF (brand value up 5% to €137.38 million) has gone up four rankings to 36th position. After struggling in LaLiga and changing coaches multiple times, Sevilla FC found stability under the leadership of Jose Luis Mendilibar, who is credited with reviving the team’s success. Further solidifying its international reputation, the club has achieved remarkable results in Europe, defeating British and Italian powerhouses Manchester United FC and Juventus.
Spain adds two more achievements to its 2023 success, as Real Sociedad (brand value €133.63 million) is a new entrant in 37th place, while Real Betis (brand value up 31% to 153.1 million) shoots up nine positions to 34th to be named the third fastest-growing football club brand. Finishing 6th in LaLiga (ahead of Sevilla FC in 12th), Real Betis is hoping to further boost its brand strength and global recognition through a €70 million renovation of its home stadium. Further, Brand Finance also ranked Real Betis 2nd, one spot ahead of Real Madrid CF, in its Football Sustainability Index. The club’s commitment to raising awareness about climate change has further bolstered its positive reputation worldwide.
