Real Madrid has become the most valuable and trusted football brand in the world

Real Madrid has become the most valuable and trusted football brand in the world

The brand value of the Royal Club is estimated at more than 1.5 billion euros

Real Madrid became the world’s most valuable football brand for the fourth year in a row, according to the Brand Finance Football 50 2022 report. Manchester city (€1.327 billion) and Barcelona (1.325 billion euros), which ranked second and third respectively in the ranking.

It is reported that the increase in the value of the brand of the royal club this year was due to a combination of brand reliability and a positive balance of income. In addition to sporting successes (Carlo Ancelotti’s team won the Spanish Championship and reached the Champions League final), the Real Madrid brand has a lot of room to grow along with international broadcasts and sponsorship opportunities.

For the first time since 2015, Manchester City managed to overtake Barcelona in the rankings and become second due to high incomes, which can be explained by good results on the football field: the Citizens became champions of England twice in a row, last year they played in the Champions League final, and this season they reached semi-finals of the tournament. In addition, the Manchester City brand has significantly improved the perception of the fans, who see it as an ambitious project.

Barcelona dropped to third position despite a 5% increase in the Catalan club’s brand value compared to last year. The Spanish club has suffered significantly due to the coronavirus pandemic, heavy debts and the departure of Lionel Messi. But a sponsorship deal with Spotify for the next four years should be the start of a boost to the club’s commercial prospects and success.

The top ten most expensive football brands in the world also included Liverpool, Manchester United, Bayern, PSG, Tottenham, Chelsea and Arsenal. The regression of the club is noted with Old Trafford, which for the first time is located so low in the rankings and now occupies 5th place.

Spain’s leading clubs’ brand value has grown, with Real Betis growing the most at +33%, followed by Atlético Madrid (+30%), Villarreal (+24%), Valencia (+22%) and Athletic Bilbao (+20%) . At the same time, the largest representation in the ranking of the most expensive football brands in the world is occupied by English clubs – 17 teams. The most valuable Italian brand is Juventus, which is in 11th place, and its value is 705 million euros and increased by 25%.

The only non-European club in the top 50 was the Brazilian Flamengo (€96m), which finished 49th. Interestingly, Flamengo’s brand value is more than double that of Brazil’s next-largest club, Palmeiras (€42m). The ranking also included only three European clubs that do not represent the top 5 championships of the continent: Celtic (113 million euros), Ajax (182 million euros) and Benfica (101 million euros).

In addition, Real Madrid also became the most trusted or sustainable football brand in the world for the first time. In this ranking, the Madrid club achieved a Brand Reliability Index of 94.0 out of 100, ahead of Liverpool (92.9) and Barcelona (92.1). Brand credibility is measured using metrics that measure investment in marketing, equity, and business performance.

Source: Sportarena

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