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08.06.2015 Sports News

Pride of England: Man. United named world's first billion-dollar football brand

By Allsports.com.gh
Pride of England: Man. United named world's first billion-dollar football brand
LISTEN JUN 8, 2015

Manchester United have become the world's first billion-dollar footballing brand, according to a report which also shows Manchester City and Chelsea performing better than Arsenal.

The Brand Finance list, which measures a team's 'brand power' and its ability to monetise its global recognition, shows United as top of the pile despite two trophyless seasons at Old Trafford.

 RANK 2015RANK 2014COUNTRYBRAND VALUE 2015 (USDM)BRAND VALUE 2014 (USDM)
RANK 2015RANK 2014COUNTRYBRAND VALUE 2015 (USDM)BRAND VALUE 2014 (USDM)
Manchester United FC13England1206739
FC Bayern München21Germany933896
Real Madrid CF32Spain873768
Manchester City FC45England800510
Chelsea FC57England795502
FC Barcelona64Spain773622
Arsenal FC76England703505
Liverpool FC88England577469
Paris Saint-Germain FC910France541324
Tottenham Hotspur FC1012England360248
Juventus FC1113Italy350247
Borussia Dortmund129Germany326327
FC Schalke 041311Germany302313
AC Milan1414Italy244236
Everton FC1520England228121
West Ham United FC1624England209112
AS Monaco17NewFrance202 
Southampton FC1830England18396
Galatasaray A?1917Turkey177141
FC Internazionale Milano2015Italy160152
Aston Villa FC2123England155115
Newcastle United FC2227England155102
Club Atlético de Madrid2319Spain151126
SSC Napoli2421Italy147121
AFC Ajax2516Netherlands145149
Stoke City FC2641England14075
Swansea City27NewWales135 
Bayer 04 Leverkusen2822Germany135116
Sunderland AFC2932England13493
Crystal Palace30NewEngland133 
Olympique de Marseille3133France12991
VfB Stuttgart3228Germany121102
Fenerbahçe SK3335Turkey12087
Celtic FC3438Scotland12084
AS Roma3526Italy117108
VfL Wolfsburg3634Germany11691

Showing 36 entries
The report claims United's ability to attract 'unrivalled' sponsorship deals is key to its success, and cites their £47m-per-year shirt deal with Chevrolet as an example.

United also reacted well to the breakdown of their kit manufacturing deal with Nike, by negotiating an even better one with Adidas almost immediately.

The German brand will now produce their kits for the next ten years in a deal worth £750 million ($1.1 billion), which is more than triple the £23.5 million ($36 million) per year Nike had been paying.

This savvy business operation is key and is, for example, why Barcelona, the club with the strongest brand in the world, is only rated sixth.

The report explains: "As glorious as Barca's record may be, it simply has not been able to harness its brand to the same extent as rivals Real Madrid (whose brand is $100 million more valuable) or the rapidly growing English teams.

"Thanks to sporting success and a squad stacked with legendary figures such as Messi and Neymar, Barcelona actually has the strongest brand of any club, rated AAA+ by Brand Finance.

"However 'brand strength' only reflects the notional potential of the brand. For a club's brand to generate income a business team that is as star-studded and tactically brilliant as the team on the pitch is required."

And it's this business power that has seen Manchester United storm to the top of the list.

All English clubs have benefitted from the bumper pay day associated with the new £5.14bn Premier League TV deal, and West Ham have made the top 20 for the first time after strong growth of 86% since last year.

Another stand-out performer is Southampton, which has the fastest growing brand on the list - a reflection of the club being very well run behind-the-scenes.

credit: telegraph.co.uk

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