Brand Finance：2023年足球品牌50强 Football 50

BrandFinance502023TheannualreportonthemostvaluableandstrongestfootballbrandsBrandFinanceFootball502023/football2Contents.564950515467BrandFinanceFootball502023/football3Foreword.DavidHaighfinanceteams,unconvitimeis?Howdoyoudecidewhichbrandstodiscontinue,whethertorebrandandhowthroughbroadcasting,commercialandmatchdayincomewithofcommercialincomebeingderivedBrandFinanceFootball502023/football4ManchesterCityFCshootstothetopasworld’smostvaluablefootballclubbrand.+ManchesterCityFCbecomestheworld’smostvaluablefootballbrand,endingRealMadrid’sfour-yearrunatthetop+RealMadridCFreignssupremeastheworld'sstrongestfootballclubbrand+ManchesterUnitedjumpsaheadofrivalLiverpoolFCtotake4thposition+Londonfootballclubsholdontotop10ranks,withArsenalFCseeingthebiggestbrandvalueincrease+ACMilanrepresentsItalyasthefastest-growingfootballclubbrandforsecondyearrunning+ParisSaint-GermainovertakesFCBayernMunich,+Germanyholdsthesecond-highestnumberofclubsintherankingbehind+Flamengojustholdsonto50thpositionastheonlyRankingRankingAnalysis.RankingAnalysis.Theworld’smostvaluablefootballbrand,endingRealMadrid’sfour-yearstreakatthetopManchesterCityFC(brandvalueup13%tojustsurpassingRealMadridCF(brandvaluedown4%tojustunder€1.5billion).TheCitizens'brandvaluehaspandemicandhasnowreachedanall-timehigh.revenueinthisyear’stable,akeydriverinitsascenttothetop.ManchesterCityFC’senormousrevenueislargelyattributabletoitscontinuedon-pitchsuccess,cementedbyitsrecenttriumphCFintheChampionsLeaguesemi-impressive4-0victory.Theclub’swinningstreakcontinuedastheywentontotosecuretheirthirdChelseaFC1-0.Theclub’ssuccessesitournamentshavegeneratedenormousbroadcastingrevenues,includingamassivepChampionsLeagueprogression.theSpanishchampions(whohavewontheChampionsLeaguetrophyarecord14times)hasearnedtheminternationalexposureandprestige,whichhasinturnboostedtheirsponsorshipandcommercialrevenues.Backontheclub’shometurf,aplanned£300millionupgradeoftheirbelovedEtihadStadiumisthenextstepinpropellingtheNorthernpowerhouse’scommercialsuccess.Aswellasboostingtheclub’sglobalreputationandprestige,ahistoricChampionsLeaguewinforManchesterCityFCwouldtickoffthefinalobjeinanextraordinaryjourneyinitiatedbyAbuDhabi’sSheikhMansour,whotookovertheclubinInadditiontoitsgrowingbrandvalue,ManchesterCityFCisalsothisyear’s5thstrongestfootballclubbrand.Aheadofthe22-23season,theclubmadestrategicsquadinvestmentswhichhavefurtherboosteditsreputationandbrandstrength.InMay2022,theclubsignedNorwegiansensationErlingHaalandfromGermanBundesligaclubBorDortmund(ranked13thinthisyear’srankBrandFinanceFootball502023/football6Top10MostValuablefootballBrands122€1.51bn+13%211€1.46bn譬3“3€1.37bn+4%譬425€1.36bn+9%514€1.36bn+7%76277€1.13bn+10%1616€1.10bn982109€0.91bn+14%18TTENHAOTSPUR€0.90bn+3%1019€0.86bn+1%Thestriker’simpressiveperformance,settingrecordsinboththePremierLeagueandChhasnotonlyenhancedManchesterCityFC’sclubreputation,buthasfurtherelevateditsglobalprofileandpopularity.WhileManchesterCityFC’sbrandaroundtheworldandacrossallstakeholdergroups,Leaguechargedtheclubwithmorethan100breachesTopfootballingclubshavetraditionallyattractedmajorpartnersbecausetheybringbrandattributessuchasprestige,heritage,innovation,andsuccesstopartnerbrands,butsustainabilitycredentialsintermsofenvironment,communityandgovernanceareincreasinglyimportant.SustainabilityIndex,anddemonstratingtheclubiscommittedtofairplaywillhelpreducebrandriskManchesterCityFChasachievedanextraordinaryfeatbysurpassingRealMadridtobecomethechampionoffootballclubbrands.Foradecadenow,theCityteamhasexerteditsdominanceinEnglishfootball,includingsecuringfourPremierLeaguetitlesinthepastfiveseasons.However,theclub’sperformanceinthisyear’srankinghighlightsthatManchesterCityFCareperformingoffthepitchintermsofbuildingastrongbrandandattractingfansandsponsors,andsettingthestageforwhatshouldbeaniconic2023ChampionsLeaguefinalagainstInterMilan.HugoHensleyHeadofSportsServices,BrandFinanceBrandFinanceFootball502023/football7BrandFinanceFootball502023/football8RealMadridCFreignssupremeastheworld'sstrongestfootballclubbrandInadditiontocalculatingbrandvalue,BrandFinancealsodeterminestherelativestrengthofbrandsthroughabalancedscorecardofmetricsevaluatingmarketinginvestment,stakeholderequity,andbusinessperformance.CompliantwithISOBrandFinance’sassessmentofstakeholderequityincorporatesoriginalmarketresearchdatafromWhilebeatenoutofthetopspotbyManchesterCityFCinthisyear’sranking,RealMadridCF(brandvaluedown4%to€1.5billion)strikeagaistrongestandsecond-mostvaluablefootballclubthattheSpanishpowerhousewerethemostlikelyclubtoberated‘thebestclubintheworld’byfans.Brandstrengthiswhatattractsfans,pandsponsorstoengagewiththeclub–deliveringcommercialvaluethroughhigherrevenues,prices–especiallyforsponsorship,highergrowth,andsponsors,reducingriskstoprofitabilityrelatedtoweakonpitchperformance.RealMadridCFisconsideredoneofthewealthiestandmostfinanciallypowerfulfootballclubsintheworld,whichhasallowedittocompeteatthehighestinfrastructuredevelopment.Aheadofthe2022season,theSpanishclubsignedyoungrisingstarFrenchmidfielderhasreceivedwidespreadpraiseforhisremarkableskillandspeed.agreementwithinvestmentfirmSixthStreettoupgradetheSantiagoBernabeuStadium,allowingformultipleeventstobehostedtherethroughouttheyear.ThecollaborationisexpectedtoenhancetheinternationalrecognitionoftheSpanishchampions’homeplayingfield.DespitenotreachingtheChampionsLeaguefinalrevenueinthetournamentbehindManchesterCityFC.Theclub'sbrandvalremainedstrongduetovarioussponsorshipdeals,includingarenewedpartnershipwithEmiratesandanewcollaborationwithBMWastheirofficialTop10StrongestfootballBrands譬1“1譬94.8+0.8AAA+2“293.3+0.4AAA+譬3“3譬92.6+0.5AAA+4“492.5+0.5AAA+52688.5+0.8AAA勇615勇AAA72888.2+2.3AAA829AAA-91783.5AA-“OTTENHAOTSPUR83.5+0.4AAA-BrandFinanceFootball502023/football9BSIComparison©BrandFinancePlc2023•2023•2022SpanishclubsstronglyinthecontinuetoperformSpanishclubsstronglyintheFollowingRealMadridin2nd,FCBarcelona(brandvalueup4%to€1.4billion)defendsits2022rankin3rd,asdoesClubAtleticodeMadridin12th(brandvaluedown5%to€549.56million).Followingaperiodofon-pitchsetbacksandfinancialstruggles,FCBarcelonaappearstohaveresurgeditsrepwinningtheLaLigaaheadofhistoricrivalRealMadridin2ndandClubAtleticodeMadridin3rd.perceptions,thisvictoryislikelytoboostBarcelonaFC’sglobalreputationandrestorefanloyaltygoingforward.SevillaFC(brandvalueup6%tohasalsoshotupfiveplacesto25th,whileVillarealCF(brandvalueup5%upfourrankingsto36thposition.AfterstrugglinginLaLigaandchangingcoachesmultipletimes,SevillaFCfoundstabilityundertheleadershipofJoseLuisMendilibar,whoiscreditedwitteam’ssuccess.Furthersolidifyingtheirinternationalreputation,theclubhasachievedremarkableresultsinEurope,defeatingBritisManchesterUnitedFCandJuventus.Spainhasarichsoccertradition,withleadingbrandsarelinkedtocities,evencountries,beingoneoftheirmaininsigniainsport.Clubsgenerateprideofbelongingaroundabrand,elevatingtheglobalreputationoftheirrespectivecitiesthroughtheirbrand,colours,crest,stadium,anddedicatedsupporters.andSouthAmericaBrandFinanceFootball502023/football10Top10TeamsBrandValue2013-2023(EURm)©BrandFinancePlc2023•ManchesterUnitedFC•RealMadridCF•FCBarcelona•FCBayernMunich•ManchesterCityFC•ChelseaFC•LiverpoolFC•ArsenalFC•ParisSaint-Germain•TottenhamHotspurFC0Spainaddstwomoreachievementstoits2023success,asRealSociedad(brandvalue€133.63million)isanewentrantin37thplace,whileRea(brandvalueup31%to€153.1million)shootsupninepositionsto34thtobenamedthethirdfastest-growingfootballclubbrand.Finishing6thinLaLiga(aheadofSevillaFCin12th),RealBetisisitsbrandstrengthandglobalrecognitionthrougha€70millionrenovataheadofRealMadridCF,initsFootballSustainabilityIndex.Theclub’scommitmenttoraisingawarenessaboutclimatechangehasfurtherbolstereditspositivereputationworldwide.ManchesterUnitedjumpsaheadofrivalLiverpoolFCtotake4thpositionManchesterUnitedFC(brandvalueup9%to€1.4billion)nowsitsonerLiverpoolFC(brandvalueup7%to€1.4billiand5thpositionrespectively.Bothclubshaverecordedpositivebrandvaluetrajectoriessince2022,finallysurpassingtheirpre-pandemicvalues.AftertwoCovid-hitseasons,2022-2023sawthecontinmatchesandfanstostadiums,resultinginincreasedJurgenKlopp'sappointmentasmanagerofLiverpoolFCin2015haspropelledtheclubtounparalleledsuccess,establishingthemasoneofthecountry’smostformidableteams.TheclubalsorankedfirstinBrandFinance’sFootbalhasfurtherenhancedtheclub’spositionreputation.resurgenceundertheleadwhotookoveraheadofthe2Devils’winagainstNewcastleUnitedtowintheLeagueCupthisyearsawthemclinchtheirfirsttrophyinsixyears.2022rankingsforbrandstrength,sittinginstrong2ndand4thpositionsrespectively.Theenduringbrandlargelyattributedtotheirpositivereputations,despitenotchallengingstronglyforthePremierLeaguenorChampionsLeaguethisydomesticandinternationaltitlestotheirnames,bothteamsareperceivedasheritage,greatstadiums,andaglobalbaseofloyalandpassionatefans.Inabidtoboostitslong-termsuccess,MFollowingChelseaFC’senormous£4.25billiontakeoverin2022,thesaleofManchesterUnitedFCcouldsurpassthisfiguretobecomethebiggestsportsclubdealinhistoryifcompletedatavaluationof£5isalsoconsideringpotentialinvestmentstoLiverpoolFC,afterownerJohnHenryannouncedthisyearthattheclubwouldn’tbesold.NewcastleFC(brandvalueup31%to€249.85million)isthefastest-growingBritishfootballclubbrandthisyear,andthefourth-fastestgrowingoverall.attributedtothe£305millionSaudi-Arabianbackedtakeoveroftheclubin2021.Fanscasnewownerscommittedtoalong-terminvestmentintheclubwiththehopeofrejuvenatingitssuccessinmajortournaments.ManagerEddieHowe’sconsideredinstrumentalinreformingtheteam’smentality,tactics,andambition,leadingthemtoenjoytheChampionsLeagueafteaccoladewhichissuretoamplifytheclub’sbrandstrengthandglobalreputation.BrandValuebyCountryBrand%of%oftotalNumberCountry(EURbn)Country●●9●●6●3●4Total20.1100.0%50BrandFinanceFootball502023/football11BrandFinanceFootball502023/football12Londonfootballclubsholdontotop10ranks,withArsenalFCseeingthebiggestbrandvalueincreaseArsenalFC(brandvalueup14%uptwopositionsfrom2022andnowranks8th.SquadOleksandrZinchenkofromManchesterCityFCinsummer2022)strengthenedon-pitchtactics,andMikelArteta’seffectiveleadershiphaveallcontributedtoTheGunners’strongseason,their3-1winoverChelseaonMay3rdpropellingthemtothetopofthePremierAlthougheventuallybeatenintoarespectablesecondthemostdaysspentatthetopoftheleaguewithoutwinningit.Further,tintheleagueinstilshopeamongkeystakeholdersforapromisingfuture.TottenhamHotspurFC(brandvalueup3%todisappointingfortheSpursastheywereknockedoutofboththeFACupandtheChamTheclub’sreputationandbrandstrengthwerefurthercompromisedfollowingmanagerAntonioConte’sexitinMarch2023,leavingtheclubinsearchoftheipermanentmanagerinfouryears.ChelseaFC(brandvalueup1%to€860.5millhasdroppedonerankto10th,tworanksaheadofalmost30years.Theclub’sreputationsufferedaheadofthe2022-2023seasonduetosanctionsplacedonformerownerRomanAbramovich.AlthoughToddBoehlyandhisconsortium’sacquisitionofChelseaFC(£2.5billiononthecluband£1.75billinvestments)inMay2022club’sreputation,theclubhasenduredaturbulentseasonduetomultipleleadershipchanges.FollowingthedismissalsofThomasTuchelandGrahamPotter,oftheclub.ThesefactorshavemadeitachallenseasonwillbecrucialtohaltanyfurtherdeclineintheirbrandvalueandstrengPochettino,joinsonJuly1stwithalottocontemplate.BrandFinanceFootball502023/football13ACMilanrepresentsItalyasthefastest-growingfootballclubbrandforsecondyearrunningACMilan(brandvalueup33%to€357.98million)ranks15thoverallandisnamedthefastefootballclubbrand,closelyfollowedbySSCNapoli(brandvalueup31%to€239.81million)afastestgrowingclubbrandsittingin18thrank.ACMilanhaveenjoyedasuccessfulsetheChampionsLeaguesemi-finalsandholdingarespectable4thpositionintheSerieA.Theclubbrandvaluehasincreasedthroughroyaltiesandsponsorships,totallingnearly€20millionin2022.ACMilanisalsorecognisedashavingoneoftheworld’slargestandmostdevotedfanbases,reflectedinitsimpressiveAAA-brandstrengthhasstormedtothetopoftheSerieAleaguefollowingcontinuedon-pitchsuccess.RevenuesgeneratedfromtheSerieAleagueandtheChampionsLeaguequalifiers,inadditiontobroadcastingandsponsorshipopportunities,havefurtherpropelledtheclub’sgrowth.Turin-basedJuventusFC(brandvalueandstrongestfootballbrand,despitelosingbrandvaluethisyear.Aseriesandill-timedlossesofkeyplayers,includingCristiaRonaldo’sdepartureafteronlyleftJuventusFCwithlimitedequityfornewsignings.Lookingforward,JuventusFC’srecentdeductionof10pointsforirregulartransferde€700,000fine,hascausedasignifthe2022-23SerieAleague,goingfrom2ndto7th.Asresult,JuventusFCarenoloEuropeancupqualification.JustaheadofACMilanisFCInternazionaleMilanovalue,butbothclubsareconsideredrelativelyevenonstrength,bothboastingaAAA-rating,thesameratingasJuventus–thestrongestItalianfootballbrand.alsoperformedstrongly,shootingupeightplacesinto21stposition.Increasedcommercialrevenuesfollowingthepandemiceraandstrongon-pitchperformanceshaveboostedtheclub’sbrandvalue.DespiteultimatelylosingtoSevillaFC,theclub’sruntothLeaguefinalforthesecondyearrunningexemplifiesitsremarkableimprovemenBrandValueChange2023-2022(%)33%-34%31%31%-31%-31%31%31%-27%31%31%-22%-22%-17%-17%-15%-15%-10%-10%-9%-9%-9%-9%-9%-9%BrandFinanceFootball502023/football14ParisSaint-GermainovertakesFCBayernMunich,whileonlythreeFrenchclubsfeatureintop50ParisSaint-Germain(brandvalueup10%to€1.1billion)hasmoveduponerankinto6th,overtaking2022rivalFCBayernMunich(brandvalto€1.1billion)whodropsto7th.ParisSaint-Gerthecurrenttop-rankedteamintgainedglobalrecognitionandpopularityfollowingthe2022WorldCup,whichsawyoungtalentKylianMbappé,andfootballinglegendLionelMessigohead-to-headinahistoricfinal.Theclub’sformidabletriooficonsinthefootballingworldandbeyond,andtheirenormouspopularity(theyarethe2nd,3rd,and4thmostfollowedfootballersonInstagram)hasalsocontributedtoPSG’ssustainedbrpitchthisyear,eliminatingtheminthefinal1oftheChampionsLeague,PSG’ssustvaluecanbeattributedtoitscostlyacquisitionoftheclub’sstarplayershasbroughtenormouscommercialvaluetothebrand,with11newsponsorshippartnersfollowingMessi’sarrivaltotheclubexpectedtoamass€310millioninrofthe2022-23season.QatarAitheofficialjerseysponsoroftheclubin2022.Thisstrategicendeavourbolsteredglobalfanengagementwiththebrandandinturnincreasedrevenue,withoveronemillionshirtssoldand60%featuringMessi’sincreasedduetoasurgeinticketsales.AsMessiandNeymar'spotentthissummer,theFrenchpowerhousefacespotentialstrategicchallenges.Whiletheacquisitionofglobalfootballingiconshasmassivelyenhancedtheclub’sglobalreputation,on-pitchsuccesshasfallenshortofowners'expectations.SpearheadedbythesuccessesofitsyoungMbappé,PSGisnowcommittedtothedevelopmentofitsyoungtalent.OlympiquedeMarseille(brandvalueup19%to€172.77million)isrankedasthefifth-fafootballclubbrandin28thposition,whileOlympiqueLyonnais(brandvalueup4%to€160.07million)movesupfourplacesto31st.Bothteamsareenjoyingsuccessthisyear,withOlympiquedeMarseillcontentionforatop-thre WestHamUnitedFC BrandValuebyLeague©BrandFinancePlc2023•PremierLeague•LaLiga•Ligue1•Bundesliga•SerieA•OtherBrandFinanceFootball502023/football15BrandFinanceFootball502023/football16Germanyholdsthesecond-highestnumberofclubsintherankingbehindUK,whileBundesligacontinuestolosebrandvalueranking,withitsstrongestandmostvaluableclubbrand,FCBayernMunichholdingitstop10rankin7th.Althoughtheteammadearecordstarttothe2022-2023season,theyarefacingincreasingcompetitionfromotherGermanclubs.ReceBundesliganearlysawBayernMunich’11thconsecutivetitleshattered,withtheclublosing1-3torivalRasenBallsportLeipzig(brandvaluetitleonlyongoaldifference,withboththeclubandBorussiaDortmundfinishingtheseasonon71points.Thatsaid,Bayern’sexceptionaltalentpool,globalreputationandpopularityremainsundisputed,securingmorevictoriesthanallremainingBundesligateamscombined.WhileEintractFrankurt(brandvalueup6%to€202.28million)holdsontoits2million)impressesasGermany’sfastestgrowingfootballbrand,climbing6placesto39th.headlinesfortheirroleinwhathasbeencoine“InnovationGame”.Theeventsawapproximately60,000fanstest1.FCKoln’todirectlyengagewiththeclub’sdecision-makingprocessinrealtime.Afurther95millionpeopleengagedwithsocialmediafanengagementtechnology,theresultwillbeimprovedbrandawarenessandarunwayforbrandvaluegrowth.WhileGermanclubsperformstronglythisyear,BrandFinanceresearchfindsthattheBundesliga’sbrandperceptionlikelypersiststhattheBundescompetitivecomparedtothePremierLeagueandSeA,asmajorBritishandSpanishclubscontinuetodominatethebrandvalueandstrengthrankings,whileBayernMunichremainsthesoleGermanclFlamengojustholdsonto50thpositionastheonlynon-EuropeanclubintherankingFlamengo(brandvalueup2%to€97.85million)havedroppedfrom49thin2022to50thin2023.DespiteBrazilianhopesfortheirsuccess,theteamknockedoutofthe2023FIFAClubWorldCupinFebruaryafteradisappointingdefeattoSaudiThatsaid,theBrazilianclubstillperformsintheBSIranking,droppingonlyoneplaceto16th.Thisstrongresultindicatesthattheclubmaintainsafavourableglobalreputation,attributedtothesuccessfullegacyandrichheritageofitsnatiofootballculture.Flamengoalsoachievesthesecond-highestscoregloballyforitspassionatefanbase.BrandFinanceFootball502023/football17RegionalAnalysis.EduardoChavesBrazilFlamengo(brandvalueR$516million),winneroftheCopadoBrasilandLivertadores,maintainsitspositionasthemostvaluablefootballclubtbrandinBrazil.CloselybehindisPalmeiras(brandvalueR$415million).Unsurprisalsothetwoteamsthathavewonthemostnationalchampionshipsin2022.TheClubedeRegatasdoFlamengo,whichwasoriginallycreatedforrowingcompetitions,andin1912beganitschampionjourneywithinthefourlines,hadahistoricyearintermsof,bothintheirprofessionalandyouthteams.Today,thered-blackteamisthegreatestchampioninthehistoryoftheCariocaChampionship,with31titles.Thisisinadditiontobeinginthe4thpositionamongthebiggestwinnersoftheBrazilianChampionship,with7titles.ItalsoboaststhetitleofbiggestsoccercrowdinBrazil.Intermsofbrandstrength,Flamengotakestfootballclubbrand,aswellasthecountry’s3rdstrongest,withaBSIscoreof72.8/100.PalmeirasisthedominantwinneroftheBrazilianChampionship,claiming11titles,including2022’s.TheBrazilianchampionhasbeendemonstratingtheirhungerfortitles,reflectedbybothon-fieldachievementsandtheperformanceofthebrandasawhole.FoundedbyItalianimmigrantsin1914,althoughthefootballbrandhasfacedpoliticalandeconomicpressures,maintainsitsstandingasoneofTop10BrandValueandBrandStrengthIndex-Brazil177.8272.8364.9474.3570.2667.1768.6863.6956.958.1OtherclubsthatperformedwellincludeCorinthians(brandvalueup39%toR$205million),whoclaimthetitleofBrazil’ssecondstrongestBrazilianfootballclubbrand,withaBSIscoreof74.3/100.leadintermsoffanpassion,strongpassiontowardstheirclub.CloselybehindwasFluminense(brandvalueup48.8%toR$106million)isBrazil’sfastest-growingbrand.CloselybehindisAtléticoMineiro(brandvalueup47.6%toR$187million.AtléticoMineirosawthemostimpresshikeofallBrazilianfootballclubbrands,climbingChampionship,andhasalreadyaccumulated47MineiroChampionshipssinceitsfoundation.ThisdemonstratesAtléticoMineirostrengthandvigor.industrythatmovesapproximatelyR$8billioneachyear.Thisnumgreaterifweconsiderallteamsfromallseriesnational,anddivisions.Inrecentyears,Brazilianfootballclubsandcorporationshavebeenprofessionalisingthemselves,fromfanrelationshipstofinancialtransparency.Weknowthisisnecessarywhenconsideringfootballbrandsasstrategicassets.BrandFinance’sresearchdoesexactlythis,measuringeachteam’sattributestoestablishvalue,sothatsportsbrandscanimproveandincreasevalueandmarketshare.EduardoChavesManagingDirector,BrazilBrandFinanceFootball502