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Celtic moves up the wealth league

Red Devils reclaim top spot as football’s richest brand

Manchester UnitedManchester United has shrugged off two indifferent seasons reclaim the title of world’s most valuable football brand and become the first first billion dollar  club.

Despite failing to win any silverware the Red Devils knocked European Champions League took top spot from Germany’s Bayern Munich.

United’s 63% growth has taken its value to $1.2bn (£785m).

The figures, in the latest Brand Finance Football 50 report, shows that even success does not guarantee a move up branding league table. Newly-crowned European Champions League winners Barcelona earned $28 million from Saturday’s 3-1 win over Juventus but slipped from fourth to sixth. Rival Spanish club Real Madrid is $100m more valuable and

Manchester City and Chelsea have both overtaken Barca for the first time.

Celtic is the only Scottish club on the list, rising from 38th to 34th with a value of $120m (£79m). It is behind clubs such as Swansea City, new to the list in 27th and worth $135m. Crystal Palace is also new in 30th and valued at $133m.

Brand Finance chief executive David Haigh said: “Manchester United’s success has been masterminded by Ed Woodward, the Ronaldo of football’s commercial sphere. As Sir Alex Ferguson developed United’s world-beating reputation, Woodward (and United’s owners the Glazers) capitalised on the brand’s growing power to establish a worldwide fan-base and a range of sponsorship deals unrivalled in their number and value.”

That focus on extracting value from the brand, combined with United’s footballing success in the recent past, has allowed Woodward to mitigate the impact of the last two seasons’ mediocre results.

Sponsors’ desire to be associated with the Manchester United brand appears undimmed. The current shirt deal with Chevrolet (£47 million per year) is worth more than double that with previous partner AON. In 2014 Nike decided to end its longstanding relationship with United, but rather than heralding a loss of faith amongst sponsors, it merely opened the door for another record-breaking agreement. Adidas will be United’s kit provider for the next 10 years in a deal worth £750 million ($1.1 billion). On an annual basis, this is more than triple the £23.5 million ($36 million) per year Nike had been paying.

Premier League Payday

Manchester United received another boost to its financial potency this year thanks to a record-breaking new deal for the broadcast rights of the 2016/17, 2017/18 and 2018/19 Premier League seasons. The deal is worth £5.1 billion ($7.8 billion) for the UK rights alone, closer to £9 billion ($14 billion) for the global rights, representing a 70% increase on the last round. The news saw Manchester United’s share price immediately jump 5%. The deal has been a boon to all Premier League clubs however. Each will receive close to £150 million ($230 million) a season, which has seen their brand values surge this year.

The Saints Go Marching On

Southampton is this year’s fastest growing brand. The Saints’ brand value is up 89% to $183 million. However Southampton has been more than a passive beneficiary of booming broadcast revenues. Ronald Koeman has masterminded a 7th place finish that means a club facing administration in 2009 and playing in the third tier of English football in 2010 can look forward to European football next season and the chance to build its own brand on the international stage.

West Ham pass Olympic test

West Ham is another club to benefit from the windfall. The Hammers’ 86% growth means puts them in the top 20 for the first time, with a brand value of over $200 million. When the club moves home to London’s Olympic stadium it can look forward to further growth thanks to its increased profile and match-day attendance.

Rank

2015

 

2014

Club

Country

Brand Value 2015 (US$m)

Brand Rating 2014

Previous (US$m)

Change (%)

1

3

Manchester United FC

England

1206

AAA

739

63%

2

1

FC Bayern München

Germany

933

AAA

896

4%

3

2

Real Madrid CF

Spain

873

AAA+

768

14%

4

5

Manchester City FC

England

800

AAA-

510

57%

5

7

Chelsea FC

England

795

AAA

502

58%

6

4

FC Barcelona

Spain

773

AAA+

622

24%

7

6

Arsenal FC

England

703

AAA

505

39%

8

8

Liverpool FC

England

577

AAA-

469

23%

9

10

Paris Saint-Germain FC

France

541

AAA-

324

67%

10

12

Tottenham Hotspur FC

England

360

AA+

248

45%

11

13

Juventus FC

Italy

350

AAA

247

42%

12

9

Borussia Dortmund

Germany

326

AAA-

327

0%

13

11

FC Schalke 04

Germany

302

AA+

313

-4%

14

14

AC Milan

Italy

244

AAA-

236

3%

15

20

Everton FC

England

228

AA

121

88%

16

24

West Ham United FC

England

209

AA

112

86%

17

New

AS Monaco

France

202

A+

18

30

Southampton FC

England

183

AA

96

89%

19

17

Galatasaray AŞ

Turkey

177

AA+

141

26%

20

15

FC Internazionale Milano

Italy

160

AAA-

152

5%

21

23

Aston Villa FC

England

155

AA

115

35%

22

27

Newcastle United FC

England

155

AA

102

52%

23

19

Club Atlético de Madrid

Spain

151

AA+

126

19%

24

21

SSC Napoli

Italy

147

AA+

121

22%

25

16

AFC Ajax

Netherlands

145

AA+

149

-3%

26

41

Stoke City FC

England

140

AA-

75

87%

27

New

Swansea City

Wales

135

A

28

22

Bayer 04 Leverkusen

Germany

135

AA

116

16%

29

32

Sunderland AFC

England

134

AA

93

43%

30

New

Crystal Palace

England

133

A

31

33

Olympique de Marseille

France

129

AA

91

41%

32

28

VfB Stuttgart

Germany

121

AA-

102

19%

33

35

Fenerbahçe SK

Turkey

120

AA

87

38%

34

38

Celtic FC

Scotland

120

AA

84

43%

35

26

AS Roma

Italy

117

AA+

108

8%

36

34

VfL Wolfsburg

Germany

116

AA

91

27%

37

42

West Bromwich Albion FC

England

115

AA

74

57%

38

25

Olympique Lyonnais

France

111

AA

110

1%

39

29

Valencia CF

Spain

107

AA

99

8%

40

39

SL Benfica

Portugal

103

AA+

83

24%

41

18

Hamburger SV

Germany

103

AA

138

-25%

42

New

Leicester City

England

102

A

43

48

São Paulo FC

Brazil

95

AA

54

74%

44

31

SV Werder Bremen

Germany

88

AA-

94

-6%

45

New

Borussia Mönchengladbach

Germany

86

A+

46

45

PSV Eindhoven

Netherlands

86

AA

59

46%

47

40

Sevilla FC

Spain

81

AA

77

5%

48

36

SC Corinthians Paulista

Brazil

79

AA

87

-9%

49

44

SS Lazio SpA

Italy

78

AA

62

27%

50

New

ACF Fiorentina

Italy

76

AA

0

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