Real Madrid remain the most valuable football club brand in the world for the third consecutive year, despite recording a 10% brand value decline to €1,276 million according to the results of the 2021 Brand Finance Football 50 Ranking.
Real Madrid also remain the worlds richest with a €3.13 billion valuation despite the impact of Covid-19 on ticket and merchandising sales.
The club has managed to double its brand value over the last ten years due its enormous domestic and international success, reaching a score of 91.3 points out of 100.
The club maintains a small lead over arch rivals Barcelona who remain in second place with a brand value of €1,266 million, also declining by 10% over the 2020/21 season.
This years La Liga winners, Atletico Madrid stay in 13th place, comfortably ahead of other Spanish clubs in the top 50 – Sevilla (23), Valencia (43=), Athlétic de Bilbao (43=) and Villareal (44).
Villareal play 3rd placed Manchester United in the UEFA Europa League final on 26th May.
The pandemic has caused Atleti to lose 5.3% in brand value and -3.6 points in strength. The club, controlled by the Gil family has agreed a partial refinancing of its debt of €223.6 million (including a loan of €160 million from the Mexican bank Inbursa which is by tycoon Carlos Slim), to complete the construction of itsWanda Metropolitano stadium.
The consistent performance of both Real Madrid and Barcelona in the Champions League, has played a central role in both clubs’ overall success, providing both much needed revenue as well as prestige.
Spanish clubs have consistently been able to secure Champions League qualification to the semi finals, the last time there were no Spanish sides in the knock out stages of the Champions League was over 20 years ago.
The last time a Spanish club reached the final of the UEFA Champions League was in 2018 with Real Madrid’s victory over Liverpool.
The impact of the failed European Super League (ESL) did undermine the brand strength of all 12 founding clubs knocking off €606 million off their total brand value.
German side, Bayern Munich claims title of world’s strongest football brand, with an AAA+ rating – helped by its non participation in the failed ESL venture.
English clubs continue to dominate the overall rankings, with 18 teams in the top 50 – of which 6 clubs are represented in the top 10 – reflecting the strength of the Premier League.