Real Madrid holds onto crown of world’s most valuable football brand

Madrid, May 17 (EFE).- Spanish powerhouse Real Madrid held onto its crown as the most lucrative club in football with a value of 1.27 billion euros ($1.5B) according to consultancy firm Brand Finance’s 2021 rankings.

Barcelona took second place, with a value of 1.26 billion euros, and Manchester United followed closely at 1.13 billion.

The document published on Monday confirms all three clubs remain at the top of the list, despite the European Super League fiasco and the resulting 600 million euros setback for the 12 founding clubs’ total brand value.

Premier League clubs dominate the higher end of the board with six teams in the top 10, including Manchester City (1.11 billion euros), Liverpool (973 million), Chelsea (769 million), Tottenham Hotspur (723 million), and Arsenal (675 million).

Also within the 10 most valuable brands are Germany’s Bayern Munich (1.06 billion euros) in fifth place, and France’s Paris Saint-Germain (887 million) as number seven.

Bayern Munich is number one in brand strength, with a score of 91.9% and AAA+ rating and the only top 10 club to have increased its value (up 1%) despite Covid-19.

Italy’s highest ranked club, Serie A’s Juventus, dropped by 16% in value, despite maintaining number 11 in the rankings.

According to the report, the Covid-19 pandemic caused an 11.2% devaluation of the top 50 clubs, compared to a 2.2 % drop the previous year.

Despite losing 10.1 % of its brand value as a result of the pandemic and the ESL fallout, Real Madrid boasts a third consecutive year in first place, and is also Spain’s largest football club in net worth at 3.13 billion euros.

The past year saw Florentino Perez’s club suffer its first decline in value since 2012, having almost doubled it in the past 10 years (+684 million euros).

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