Football 50 2023

2023 Football50 Theannualreportonthemostvaluableandstrongestfootballbrands June2023 Contents. Foreword3 DavidHaigh,Chairman,BrandFinance ExecutiveSummary5 BrandValue&BrandStrengthAnalysis6 RegionalAnalysis17 FootballSustainabilityIndex33 Sponsorship38 BrandValueRanking(EURm)49 BrandValueRanking(USDm)50 BrandValueRanking(GBPm)51 BrandStrengthIndexRanking52 BrandEnterpriseValueRanking53 BrandSpotlights54 ManchesterCityFC55 ACMilan58 LaLiga62 InterviewwithOscarMayoPardoExecutiveDirector,LaLiga Methodology67 SportServices78 ©2023Allrightsreserved.BrandFinancePlc. BrandFinanceFootball502023brandirectory.com/football2 Foreword. Whatisthepurposeofastrongbrand:toattractcustomers,tobuildloyalty,tomotivatestaff?Alltrue,butforacommercialbrandatleast,thefirstanswermustalwaysbe‘tomakemoney’. DavidHaighChairman,BrandFinance Hugeinvestmentsaremadeinthedesign,launch,andongoingpromotionofbrands.Giventheirpotentialfinancialvalue,thismakessense.Unfortunately,mostorganisationsfailtogobeyondthat,missinghugeopportunitiestoeffectivelymakeuseofwhatareoftentheirmostimportantassets.Monitoringofbrandperformanceshouldbethenextstep,butisoftensporadic.Whereitdoestakeplace,itfrequently lacksfinancialrigourandisheavilyreliantonqualitativemeasures,poorlyunderstood bynon-marketers. Asaresult,marketingteamsstruggletocommunicatethevalueoftheirworkandboardsthenunderestimatethesignificanceoftheirbrandstothebusiness.Scepticalfinanceteams,unconvincedbywhattheyperceiveasmarketingmumbojumbo,mayfailtoagreenecessaryinvestments.Whatmarketingspendthereis,canenduppoorlydirectedasmarketersarelefttooperatewithinsufficientfinancialguidance oraccountability.Theendresultcanbeaslowbutsteadydownwardspiralofpoorcommunication,wastedresources,andanegativeimpactonthebottomline. BrandFinancebridgesthegapbetweenmarketingandfinance.Ourteamshaveexperienceacrossawiderangeofdisciplinesfrommarketresearchandvisualidentity,totaxandaccounting.Weunderstandtheimportanceofdesign,advertising,andmarketing,butwealsobelievethattheultimateandoverridingpurposeofbrandsistomakemoney.Thatiswhyweconnectbrandstothebottomline. Byvaluingbrands,weprovideamutuallyintelligiblelanguageformarketingandfinanceteams.Marketersthenhavetheabilitytocommunicatethesignificanceofwhattheydo,andboardscanusetheinformationtochartacoursethatmaximisesprofits.Withoutknowingtheprecise,financialvalueofanasset,howcanyouknowifyouaremaximisingyourreturns?Ifyouareintendingtolicenseabrand,howcanyouknowyouaregettingafairprice?Ifyouareintendingtosell,howdoyouknowwhattherighttimeis?Howdoyoudecidewhichbrandstodiscontinue,whethertorebrandandhowtoarrangeyourbrandarchitecture?BrandFinancehasconductedthousandsofbrandandbrandedbusinessvaluationstohelpanswerthesequestions. Professionalsportsandfootballinparticularfosterssomeofthemostrecognizablebrandsglobally.TopclubssuchasRealMadrid,ManUtd,BayernMunichandothersboastbrandstrengthsimilartothatofCocaColaandGooglewhichtrulyputstheircaliberintoperspective.Manyofthesetopclubsearnsizeablesumsthroughbroadcasting,commercialandmatchdayincomewithasignificantchunkofcommercialincomebeingderivedfromcorporatesponsorship,amarketwhich continuestogroweachyear.Withsuchsignificantmoneyonthetableandtheriseofnewopportunitiesacrosstheindustry,thenecessityforaclearunderstanding ofallaspectsoffootballfinanceiscrucialtothesuccessofallstakeholdersintheindustry.Wetrustyouwillfindtheinsightsgeneratedinthisreportinformativeandusefulinyourendeavours,andwelookforwardtocontinuingtheconversationwithyouinthefuture. BrandFinanceFootball502023brandirectory.com/football3 ManchesterCityFCshootstothetopasworld’smostvaluablefootballclubbrand. +ManchesterCityFCbecomestheworld’smostvaluable footballbrand,endingRealMadrid’sfour-yearrunatthetop +RealMadridCFreignssupremeastheworld'sstrongest footballclubbrand +ManchesterUnitedjumpsaheadofrivalLiverpoolFC totake4thposition +Londonfootballclubsholdontotop10ranks,with ArsenalFCseeingthebiggestbrandvalueincrease +ACMilanrepresentsItalyasthefastest-growingfootballclub brandforsecondyearrunning +ParisSaint-GermainovertakesFCBayernMunich, whileonlythreeFrenchclubsfeatureintop50 +Germanyholdsthesecond-highestnumberofclubsintherankingbehindUK,whileBundesligacontinuestolosebrandvalue +Flamengojustholdsonto50thpositionastheonlynon-Europeanclubintheranking BrandFinanceFootball502023brandirectory.com/football4 RankingAnalysis. RankingAnalysis. Theworld’smostvaluablefootballbrand,endingRealMadrid’sfour-yearstreakatthetop ManchesterCityFC(brandvalueup13%tojustover€1.5billion)hasachievedahistoricmilestonebysurpassingRealMadridCF(brandvaluedown4%tojustunder€1.5billion).TheCitizens'brandvaluehasseenapositiveincreaseof34%sincetheCOVID-19pandemicandhasnowreachedanall-timehigh. ManchesterCityFCalsoboaststhehighestrevenueinthisyear’stable,akeydriverinitsascenttothetop. ManchesterCityFC’senormousrevenueis largelyattributabletoitscontinuedon-pitchsuccess,cementedbyitsrecenttriumphoverRealMadrid CFintheChampionsLeaguesemi-finalswithanimpressive4-0victory.Theclub’swinningstreakcontinuedasthe