European champion Real Madrid has once again achieved football’s most valuable brand, worth €1.7bn for the season just past according to Brand Finance.
The independent brand valuation company attributed Real Madrid’s chart topping brand valuation to its record revenue achieved both on and off the pitch, as well as being able to recently secure one of football’s biggest commercial stars in Kylian Mbappé.
Madrid achieved a brand strength index (BSI) score of 96.3% and achieved this through off the pitch sponsorship deals with the likes of Coca-Cola, Google and Ferrari. It also helps that the club remains one of, if not the biggest football clubs in terms of support and recognition, achieving another La Liga title and its 15th European Cup last season.
Hugo Hensley, Head of Sports Services at Brand Finance, commented: “Real Madrid’s return to the top of the ranking highlights a simple conclusion; this club is truly the best in the business.
“In addition to its exceptional on-pitch success, the club’s commercial activities have consistently driven significant revenues and reinforced its global brand influence. As such, Real Madrid has also cemented its position as the world’s strongest football brand.
“Noting top scores for attributes including its enormous fanbase, rich heritage, and star-studded squad, global sporting fans and sponsors alike cannot deny the immense financial power that this club continues to command.”
Behind Madrid in second is Manchester City, who lost its top spot from last season. City did boast a strong BSI rating of 92.8% which was the result of record revenues and more on-pitch success.
The club won a record fourth consecutive Premier League title last season and is still benefiting from the historic treble-winning campaign it achieved in the 2022/23 season. Brand Finance also attributes the growing commercial power of players Erling Haaland and Phil Foden for both on field success and marketable value.
FC Barcelona came in as the third most valuable football brand with an increased value of €1.5bn. Despite mounting debt and financial issues, the Blaugrana has placed renewed faith in its famous La Masia youth academy for next-generation success.
17-year-old Lamine Yamal took the world by storm during his breakout performance at EURO 2024, and along with other La Masia graduates, Gavi, Pau Cubarsí and Fermín López, the club has had to turn to youth talent in the midst of troubles with injuries and transfers.
Two of England’s largest clubs, Manchester United and Liverpool, come in at fourth and fifth respectively. United retains its position by leveraging its large commercial brand with sponsorships like Adidas and a newly inked deal with Snapdragon. Sir Jim Ratcliffe’s minority ownership acquisition will also look to grow the club’s brand further.
Liverpool continues to place high on the rankings through its long-term ownership by Fenway Sports Group. The club continued to win trophies in the form of the League Cup last season whilst competing for others in Jürgen Klopp’s final season as Manager.
After losing three of the sport’s biggest stars in Mbappé, Lionel Messi and Neymar Jr., it is understandable that Paris Saint-Germain dropped one place into seventh position. The Parisian club however continues to be a global brand machine.
PSG’s Air Jordan partnership, set to end in 2026, has helped the club achieve branding and commercial success, particularly in the US. The club has also benefited from recent ownership stake acquisitions as well as a myriad of sponsorship agreements.
