"Brand" may be one of the most disliked terms in modern football, but Manchester United remain the world’s most valuable football brand, despite a trophyless 2011/12 campaign.
The Red Devils top the list with a brand value of US $853m, while Champions League winners Chelsea stay fifth due to a poor Premier League campaign.
Manchester City have steadily climbed up the rankings with an eighth-placed finish, but despite nearly $1.5bn of investment and a title win, cannot yet challenge United’s accumulated brand equity.
There’s some consolation for Bayern Munich, who are this year’s big winners in terms of brand value, overtaking Barcelona and Real Madrid after posting a value just short of $800 million, despite losing to Chelsea.
Their success in Germany and presence in the final of the Champion’s League has been bolstered by financial nous. In contrast to Manchester United’s international appeal, Bayern have focused on their domestic market.
Italian and Spanish clubs fared badly this year, afflicted by the economic turmoil in their home markets. Real Madrid and Barcelona suffered falls in brand value, with Barcelona’s dropping from $629m last year to $580m in 2012. Attendances are down due to high unemployment and uncertainty, while clubs in both countries must continue to look abroad for a steady stream of commercial and broadcasting revenues, capitalising on strong brands.
David Haigh, CEO of Brand Finance, commenting on the table stated: “This year’s study shows that even football isn’t immune to the Euro Crisis, with Spanish and Italian teams being hit hardest. The two top teams operate different marketing strategies, Bayern prioritising its domestic fan base whilst United concentrate on global opportunities.”