Football brands are becoming increasingly important and leading clubs devote time and resources to developing their identity and proposition. It is not just about the game, clubs want to be seen as versatile institutions with substance, emotions and values. They renovate their footprint all over the world, adhere to causes and initiatives and improve their stadiums while also producing merchandise for sale.
Nobody does it all better than Real Madrid, according to Brand financing In their newest football 50. Real, who delivered their iconic Bernabéu stadium, did not succeed in winning in a big prize in 2024-25, even though he had Kylian Mbappé for the first time in their line-up, but they retained their position at the top of the brand value, with a brand value that grew to € 1.9 billion. Barcelona, who plays away from their traditional home base of the Camp Nou while a new arena is being built, were Spanish champions and seems to have a group of excellent young players again, especially Lamine Yamal, who can be the winner of the Ballon d’Or this season this year. Barca has had financial problems in recent years, but their recovery seems to have started and their brand has risen by 11% to € 1.7 billion. Spain has seven clubs in the top 50, but the gap between the Big Two and people like Atlético Madrid, Bilbao, Betis, Sevilla and Villareal is huge. Atlético, closest to Real and Barca, has a brand value of € 538 million.
Premier League predictably dominates the top 50 with 16 clubs (41%). Manchester City and Liverpool have in the third and fourth values of around € 1.4 billion, with the city falling by 11% and falls from the second and Liverpool and 2% and one place. Interestingly, Manchester United, who had a scorching season 2024-25, continues to fall and are in seventh place with a value of € 1.2 million (-11%), the same as Arsenal, who enjoyed an increase of 21% in their value. Chelsea, who won two trophies, but is still impeded by the limitations of their stadium, are ninth with a value of just under € 1 billion (+15%). Tottenham Hotspur, who has won their first trophy since 2008, are 10one But their value fell by 8% to € 800 million. Newcastle United, which are 17oneHave one of the fastest growing brands in the top 50, their value rose by 20% to € 400 million.
Paris Saint-Germain, whose image seems to have been improved in the last 12 months, had a spectacular season and won the Treble from Champions League, Ligue 1 and Coupe de France. They have opted for a different approach under Luis Enrique to leave the signing of ‘Galactico’ players and instead acquire younger talent. There is again a new stadium and they have opened a new youth academy. The PSG brand has certainly become more visible, with shops at locations outside of Paris, although the club seems to be part of the culture of the French capital. The PSG brand rose by 13% to € 1.4 billion. PSG’s problem has often been a lack of consistent competition and the brand comparison of the leading clubs underlines the imbalance that still exists in French football. Olympique Marseille, the second highest French brand, has a value of less than € 200 million.
Bayern Munich renovated the Bundesliga title under Vincent Kompany, but was disappointing in Europe. Bayern is of the most valuable German football club brand for € 1.3 billion and has a strong global presence. In fact, 32% of the Bundesliga followers claim to be Bayern fans outside of Germany. There are 10 German clubs in the Brand Finance report, good for 15.7% of the 50, but the value of Bayern is more than double their nearest challenger, Borussia Dortmund (€ 600 million). Bayer Leverkusen is the third most valuable brand Bundesliga, but their value is only a third of Bayern’s, with the emphasis on the scale of their Bundesliga victory from 2024.
Italy does not have a top 10 club, but there are six clubs in the 50. Juventus has decreased in recent years after a decade-long period of dominance on the field and a solid business growth. They are perhaps the best Italian club in terms of brand value, but they fell to € 505 million in the Rankslijst van Brand Finance. The two clubs in Milan are behind them, but grow slowly. However, the San Siro -Saga rolls further and there is an assumption that a new arena (or two) would transform the clubs and make them more competitive on the international stage. Roma, with a value of € 206 million, has the fastest growing brand (+15%) in Serie A, but there is an advantage, especially when their hope for a new house becomes a reality.
The Big Five Leagues offer 84% of the top 50, with Ajax the highest placed at 23. PSV Eindhoven, Benfica, Sporting, Porto, Celtic, Rangers and Flamengo from Brazil are the others. The overall rankings offer few surprises, but the sun loungers change from time to time. The fortunes of a club change through success on the field, which can lead to larger commercial opportunities, which in turn builds up the visibility of the brand. That is why it seems unlikely that a competition will come from the left field. PSG is clearly a club in the predominance, while Newcastle United will take great steps forward at some point. As for Manchester United, with a rebuilding of Old Trafford in the pipeline, which is part of a campus -like development, the current malaise of the club will certainly distribute and offer a new momentum.
Published by
Game of the People was founded in 2012 and is on the 100 best football websites by various sources. The site consistently wins prizes for his work, about a wide range of topics. View all posts by Neil Fredrik Jensen
#champions #Real #Madrid #worlds #top #football #brand