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 |
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