SPORTS BRANDS

Real Madrid’s brand value up there with likes of Google and Ferrari

By our African Marketing Confederation News Team | 2024

New report emphasises the immense global power of the Spanish soccer club’s brand. But England’s EPL remains highest-value league.

Spanish soccer giant Real Madrid, with a brand value up 16% to US$1,85-billion, is once again the world’s most valuable football club brand, surpassing 2023 winner Manchester City, which saw its brand value rise by 7% to US$1,74-billion.

 

This is according to new data from brand valuation consultancy, Brand Finance, which says that Real Madrid is not only the world’s strongest football club brand, but also ranks among the strongest brands globally – surpassing renowned names like Google, Coca-Cola, Ferrari and Rolex.

Real Madrid (in white) vs Barcelona at the Bernabéu Stadium in Madrid. Photo: Laura Hale, Wikimedia Commons

The club’s recent strategic investments in star players like France’s Kylian Mbappé and England’s Jude Bellingham are expected to further boost record-breaking revenue through increased matchday and merchandise sales, while enhancing global visibility and fan engagement.

 

Soccer club brands are an increasingly valuable asset as companies pour billions into team sponsorships. The global football sponsorship market was valued at US$39.3-billion in 2023 and is projected to be worth US$57.9-billion by 2032.

 

“With global football sponsorship forecast to be worth nearly US$58-billion in less than a decade, football clubs are investing in their brands’ strength and value, aiming to capture a piece of this lucrative and growing market,” comments Hugo Hensley, Head of Sports Services at the consultancy.

 

“Brand Finance’s data shows that club’s commercial income is correlated to the strength of the brand, especially at the top of the pile.

 

“Real Madrid’s return to the top of the ‘2024 Football 50’ ranking is a testament to the club’s powerhouse brand management, and sponsorships such as their eight-year mega-deal with Adidas help to strengthen Real Madrid’s status as the most valuable football club brand in the world.”

 

Manchester City comes in at number two in the rankings

 

England’s Manchester City is the second-most valuable football club brand, following a period of exceptional on-pitch success. This has significantly increased commercial and matchday revenue, enhancing the club’s financial power.

 

“[Our] research found that Manchester City FC excels in attributes including its [ambition], passionate fanbase, and effective management under Pep Guardiola’s widely praised leadership,” says Hensley.

 

“Star players like Erling Haaland and Phil Foden have further boosted the club’s marketability and on-field performance, solidifying Manchester City’s status as a global football powerhouse.”

 

FC Barcelona remains the world’s third-most valuable football brand despite facing significant financial challenges, notably its restricted salary cap. This cap severely restricts Barcelona’s ability to sign and retain top players for the upcoming 2024/25 season, potentially affecting its on-pitch performance, competitiveness and appeal to sponsors.

 

The English Premier League has the most clubs (17) featured in the ‘Top 50’ ranking, as well as by far the highest value of any league, at US$8,82-billion – compared to Spain’s La Liga, in second place with a value of US$4,90-billion.

 

You can find out more about the report here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.