Football and marketing, here is the ranking of European clubs by brand value

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Manchester City, about to play the Champions League final with Inter in Istanbul, thanks to a 13% increase reaches the value of 1.5 billion euros. In this way it surpasses Real Madrid – whose value decreases by 4% thus falling to 1.46 billion euros – and becomes the club with the most valuable brand in the world of football. It is the most significant overtaking documented by Brand Finance in the “Football 50” report, dedicated to the 50 most valuable teams in the world in terms of marketing. Manchester City, compared to the pre-Covid value, has increased by 34% reaching a weight never reached before this year.

Milan’s leap forward

To calculate the monetary value of the brand, Brand Finance, the world’s leading brand valuation company, takes into account the financial performance and the strength with which the brand influences the choices of the fans. All based on a competitive analysis that compares the management of investments that impact image & reputation, the return on image & reputation and finally the relative return on business performance. Interesting news also for the Italian clubs. With a 33% growth in brand value Milan – about to give Maldini and Massara the sack – is for the second consecutive year the club that grows fastest in the world, reaching the value of 358 million euros and thus positioning itself from 17th to 15th place in the 2023 standings. year they performed very well reaching the semi-final of the Champions League and obtaining the fourth position in Serie A.

Napoli rises to 18th place

From 27th to 18th place in this year’s ranking, thanks to a 31.5% growth, the brand of the Naples champion of Italy reaches the value of 240 million euros and is the second brand whose value grows fastest in the world. In the twenty years of De Laurentis management (an innovator in terms of marketing), the total revenues were close to 3 billion euros. The brand value trend from 2011 to today is proof of the success and work done: the value of the Naples brand has grown by 275% since 2011, adding almost 180 million euros in terms of trademark value alone.

Rome among the 10 fastest growing brands

This year also performs well Rome Europa League finalist whose value grows by 13% thus entering, together with Milan and Naples, among the 10 fastest growing brands in the world. With a brand value of 204 million euros, Roma have risen from 29th to 21st place this year. There Juventus, with a value of 631 million euros due to a 10% loss, confirms its 11th place in the Brand Finance ranking and first among the Italian companies. L’Inter it confirms itself in 14th place with a brand value of 509 million euros thanks to an increase of 3 percent. Among the Italian women in the Top 50 completes the picture Lazio45th with a brand value of 116 million.

«The recent success of Italian clubs at European level – comments Lorenzo Coruzzi, associate director of Brand Finance – should be strategically exploited by Lega Serie A, going beyond marketing exercises and advertising activities: in fact there is a great opportunity to position the league more decisively as a catalyst for the growth of Italian clubs in the world, improving their international recognition and increasing their relevance in the market, with the ultimate goal of increasing revenues from TV rights and sponsorships”.