Newcastle United’s ‘Brand Value’ Falls Dramatically In World Top Fifty


Each year, leading brand valuation agency Brand Finance, ranks the World’s biggest football clubs by their brand value.

The big news at the very top is that Bayern Munich’s Champions League success has helped them reach the very top spot, pushing Manchester United into second. The German club’s impressive financials have seen Bayern’s brand value rise to $860m.

The values are calculated using Brand Strength analysis, which measures the strength, risk and future potential of a brand relative to its competitors. The data used is from a number of sources including Bloomberg, annual reports and proprietary research.

In Newcastle’s case though, the past 12 months have seen United go backwards and fall from 20th place a year ago, right down to 30th now, with the brand value falling from $86m (£57m) to $81m (£53m). Small or little consolation is that Newcastle remain five places ahead of Sunderland.

When it comes to comparing leagues, the English Premier League has 14 clubs in the top 50, including 5 of the top 8. The Bundesliga has 8 clubs in the 50 but the English clubs collectively in the Top 50 have a combined brand value of $3.1Billion compared to the German clubs $1.9Billion.

With a warning for the Premier League, Brand Finance’s CEO, David Haigh, commented;

“The commercial transformation of the English game, which has created hugely successful global brands, had been seen as the model to emulate.

However, the escalation of player wages, poor financial management of grass roots fans has left many people jaded.

In contrast, the cheap tickets, high attendances, democratic ownership structure and financial prudence of the Bundesliga now looks like an attractive alternative, particularly now it is delivering world-beating, fluid football rather than the more workmanlike style German teams had become known for.

Just as British politicians and business journalists have long been calling for our economy to emulate the German Mittelstand, now sports commentators are wondering whether we can learn from the Bundesliga.”

The Brand Finance Football 50

The World’s Most Valuable Football Brands

Rank

2013

Rank

2012

Club

Country

Brand Value

2013

(USD m)

Brand Value

2012

(USD m)

1

2

FC Bayern München

Germany

860

786

2

1

Manchester United FC

England

837

853

3

3

Real Madrid CF

Spain

621

600

4

4

FC Barcelona

Spain

572

580

5

5

Chelsea FC

England

418

398

6

6

Arsenal FC

England

410

388

7

7

Liverpool FC

England

361

367

8

8

Manchester City FC

England

332

302

9

9

AC Milan

Italy

263

292

10

11

Borussia Dortmund

Germany

260

227

11

10

FC Schalke 04

Germany

259

266

12

12

Tottenham Hotspur FC

England

219

225

13

16

Juventus FC

Italy

180

160

14

14

AFC Ajax

Netherlands

162

184

15

13

FC Internazionale Milano

Italy

151

215

16

17

Hamburger SV

Germany

144

153

17

NEW

Galatasaray AŞ

Turkey

116

na

18

15

Olympique de Marseille

France

111

168

19

24

SC Corinthians Paulista

Brazil

103

77

20

22

SSC Napoli

Italy

101

85

21

18

Olympique Lyonnais

France

101

120

22

NEW

Fenerbahçe SK

Turkey

95

na

23

36

Bayer 04 Leverkusen

Germany

90

64

24

38

Paris Saint-Germain FC

France

85

64

25

28

VfB Stuttgart

Germany

83

71

26

31

Valencia CF

Spain

83

68

27

32

VfL Wolfsburg

Germany

82

66

28

21

AS Roma

Italy

82

85

29

29

West Ham United FC

England

82

70

30

20

Newcastle United FC

England

81

86

31

19

Aston Villa FC

England

80

87

32

30

SV Werder Bremen

Germany

79

68

33

23

Everton FC

England

78

79

34

34

Fulham FC

England

75

65

35

33

Sunderland AFC

England

72

66

36

na

Beşiktaş JK

Turkey

71

na

37

45

Club Atlético de Madrid

Spain

67

50

38

na

Santos Futebol Clube

Brazil

65

38

39

39

São Paulo FC

Brazil

62

58

40

26

PSV Eindhoven

Netherlands

61

74

41

42

Stoke City FC

England

59

55

42

na

SL Benfica

Portugal

56

na

43

46

Sevilla FC

Spain

56

49

44

37

Celtic FC

Scotland

55

64

45

47

CR Flamengo

Brazil

55

46

46

44

SC Internacional

Brazil

55

51

47

na

West Bromwich Albion FC

England

54

na

48

25

FC Girondins de Bordeaux

France

53

76

49

49

ACF Fiorentina

Italy

52

46

50

48

SS Lazio SpA

Italy

52

46