BRAND FINANCE FOOTBALL 50 2024
AC Milan registered the fastest brand value growth among football club brands in the past three years.
The Italian club has increased its brand value by more than two and a half times since 2021, now standing at €400.7 million.
Due to its strong growth, the Rossoneri club also maintains 15th place among the world’s most valuable football club brands.
With a 12% increase in brand value since 2023, AC Milan is also the fastest-growing Italian football club brand, surpassing other major Italian teams such as Juventus, Napoli, Inter, and Roma.
Real Madrid Leads
Real Madrid has reclaimed the title of the world’s most valuable football club brand, surpassing 2023 winner Manchester City FC.
With a 16% increase in brand value, now reaching €1.7 billion, Real Madrid’s return to the top of the rankings is due to record revenue growth, stemming from continued successes both on and off the pitch.
With a Brand Strength Index (BSI) of 96.3/100 and an equivalent rating of AAA+, Real Madrid remains the strongest football brand in the world. This exceptional score also makes it one of the top brands overall, surpassing Google, Coca-Cola, Ferrari, and Rolex, according to Brand Finance.
Real Madrid’s status as one of the most recognizable and prestigious football clubs in the world is highlighted by its perfect scores in various metrics, including investments in teams, stadiums, and sponsorships.
Brand Finance Analysis
Hugo Hensley, head of sports services at Brand Finance, commented:
“Real Madrid’s return to the top of the rankings underscores a simple conclusion: this club is truly the best in the industry. In addition to exceptional on-field success, the club’s commercial activities have consistently generated significant revenue and strengthened its brand influence globally. In this way, Real Madrid has solidified its position as the strongest football brand in the world. With attributes such as a massive fanbase, a rich heritage, and a star-studded team, sports enthusiasts and sponsors cannot deny the immense financial power that this club continues to wield.”
Manchester City
After Real Madrid, Manchester City (with a 7% increase to €1.6 billion) is the second most valuable football club brand, although its brand value growth has been slightly slower.
Despite this, the club has recorded record revenues thanks to continued on-field successes.
By the end of 2023, Manchester City achieved a historic milestone, becoming the first English club to simultaneously hold the Premier League, FA Cup, UEFA Champions League, UEFA Super Cup, and FIFA Club World Cup titles.
These triumphs led to a substantial increase in commercial and matchday revenues, further strengthening the club’s financial power.
Manchester City’s BSI score also improved significantly, reaching 92.8/100 with an AAA+ rating, the highest awarded by Brand Finance.
According to Brand Finance research, the club scores perfectly for its ambition and its dynamic, modern style of play.
Stars as a Key Asset
Star players like Erling Haaland and Phil Foden have significantly enhanced the club’s effectiveness and marketability on the field, elevating City’s status to a top international team.
Barcelona
Barcelona has maintained its position as the third most valuable football club brand, with a 12% increase, bringing its value to €1.5 billion, despite facing serious economic challenges.
In particular, a salary cap limited to €204 million, significantly lower than Real Madrid’s €727 million, restricts Barcelona’s spending power in the transfer market for the 2024/25 season, potentially impacting on-field performance, competitiveness, and appeal to sponsors.
The Situation of Manchester United and Liverpool
Manchester United has retained its fourth position, with a 3% increase in brand value, now standing at €1.4 billion.
This business-level increase contrasts sharply with the club’s on-field results, both in the Premier League and European competitions.
Off the field, fan frustration has grown due to the controversial ownership by the Glazer family and the prolonged issue of Ineos joining the shareholder group with a 25% stake.
In fifth place are rivals Liverpool (with a 1.5% increase in brand value to €1.4 billion), also the second strongest football club brand globally.
The club’s BSI score has risen to 93.7/100, with an AAA+ rating.
The Reds score perfectly in various metrics, including fan passion, wealthy owners, and Anfield, which is considered a valuable asset.
Stable PSG
Paris Saint-Germain FC, the French powerhouse, has dropped one position to 7th place, despite a 7% increase in brand value to €1.2 billion.
Specifically, the departure of global superstars Messi, Neymar, and Mbappé is expected to have a significant impact on the club’s commercial prospects, potentially leading to reduced merchandise sales, decreased sponsorship value, and a possible drop in international fan engagement.
Nevertheless, PSG’s strong on-field performances continue to uphold the global reputation of the Parisian club.
This is highlighted by an increase in the club’s BSI score to 86.2/100, advancing three positions in the brand importance ranking, now placing the French club in 8th.
The team has maintained its dominance in Ligue 1, securing its third consecutive title and 12th overall, in addition to victories in the Coupe de France and Trophée des Champions.
PSG is also highly regarded for its passionate fanbase and sponsors.
Bayer Leverkusen’s Breakthrough
Bayer 04 Leverkusen has registered the most significant brand growth among all clubs in the ranking, with a 72% increase.
It reached €333.6 million, along with a notable 9-point rise in its brand strength index score to 70.5/100.
In 2024, the club achieved a historic milestone by winning its first Bundesliga title and the DFB-Pokal.
It became the first German team to triumph in an unbeaten season, setting a European record with 51 consecutive matches without a loss.
