Manchester City FC has surpassed Real Madrid CF as the world’s most valuable football club brand, ending Real Madrid’s four-year streak at the top. According to “Football 50 2023,” the annual football club valuation report by Brand Finance, Manchester City has reached a brand value of €1.51 billion, up by 13 percent, compared with a brand value of €1.46 billion for Real Madrid, which marks, in contrast, a 4 percent decline.
Manchester City’s brand value has increased by 34 percent since the Covid-19 pandemic. The club also boasts the highest revenues in this year’s table, a key driver in its rise to the top of the table. The ascent of Manchester City was attributed to its success on the pitch in major tournaments, which generated “enormous broadcasting revenues, including a massive prize pot from its Champions League progression,” indicates the report.
FC Barcelona (brand value of $1.37 billion, up 4 percent) ranks 3rd among the world’s most valuable football brands, followed in the top 5 by Manchester United FC (brand value of $1.36 billion, up 9 percent) and Liverpool FC (brand value of $1.36 billion, up 7 percent).
AC Milan was the fastest-growing football club brand for the second year running, with brand value jumping by 33 percent to €357.98 million, closely followed by another Italian club, SSC Napoli, whose brand value was up 31 percent to €239.81 million. AC Milan and SSC Napoli occupy the 15th and 18th spots in the ranking, respectively. Brazilian club Flamengo, whose brand value was up 2 percent to €97.85 million, holds onto the 50th position and is the only non-European club in the ranking. The English Premier League brands account for 45 percent of the value of the top 50. The Premier League also has the highest number of brands (18) represented, of which seven are from London.
While beaten as the most valuable football brand, Real Madrid still reigns in the ranking of the strongest football club brands in the world. In 2022, Brand Finance research determined that the Spanish club was the most likely club to be rated “the best club in the world” by fans. Brand strength reflects what attracts fans, players, investors and sponsors to engage with the club, reducing risks to profitability related to weak on-pitch performance, explained Brand Finance. The relative strengths of brands are determined through a balanced scorecard of metrics that assesses marketing investment, stakeholder equity and business performance. Liverpool ranks 2nd among the strongest football club brands, followed by Barcelona, Manchester United and Manchester City at the 5th spot.
