FOOTBALL brands are becoming increasingly important and leading clubs are devoting time and resources to developing their identity and proposition. It’s not just about the game anymore, clubs want to be seen as multi-faceted institutions that have substance, emotions and values. They are growing their footprint around the globe, attaching themselves to causes and initiatives and improving their stadiums while also producing merchandise for sale.
Nobody is doing it all better than Real Madrid, according to _Brand Finance_ in their latest Football 50. Real, who have been refurbishing their iconic Bernabéu stadium, failed to win a major prize in 2024-25, despite having Kylian Mbappé in their line-up for the first time, but they retained their position at the top of the Brand Value rankings, with a brand value that grew by 14% to € 1.9 billion. Barcelona, who have been playing away from their traditional home of the Camp Nou while a new arena is being built, were Spanish champions and seem to have a group of outstanding young players once more, notably Lamine Yamal, who may be this year’s winner of the Ballon d’Or this season. Barca have had financial problems in recent years, but their recovery appears to have started and their brand rose by 11% to € 1.7 billion. Spain has seven clubs in the top 50, but the gap between the big two and the likes of Atlético Madrid, Bilbao, Betis, Sevilla and Villareal is vast. Atlético, the closest to Real and Barca, have a brand value of € 538 million.
Predictably, the Premier league dominates the top 50 with 16 clubs (41%). Manchester City and Liverpool, in third and fourth, have values of around € 1.4 billion, with City declining by 11% and falling from second and Liverpool up 2% and one place. Interestingly, Manchester United, who had a torrid 2024-25 season, continue to fall and are in seventh with a value of € 1.2 million (-11%), the same as Arsenal, who enjoyed a 21% increase in their value. Chelsea, who won two trophies, but are still hampered by the limitations of their stadium, are ninth with a value of just under € 1 billion (+15%). Tottenham Hotspur, who won their first trophy since 2008, are 10th but their value declined by 8% to € 800 million. Newcastle United, who are ranked 17th, have one of the fastest growing brands in the top 50, their value increased by 20% to € 400 million.
Paris Saint-Germain, whose image seems to have improved in the past 12 months, had a spectacular season and won the treble of Champions League, Ligue 1 and Coupe de France. They have opted for a different approach under Luis Enrique in moving away from signing ‘Galactico’ players and acquiring younger talent instead. There is talk of a new stadium once more and they have opened a new youth academy. PSG’s brand has certainly become more visible, with stores in locations outside Paris, although the club seems to be becoming part of the culture of the French capital. PSG’s brand was up by 13% to € 1.4 billion. PSG’s problem has often been a lack of consistent competition and the brand comparison of the leading clubs underlines the imbalance that still exists in French football. Olympique Marseille, the second highest French brand, has a value of less than € 200 million.
Bayern Munich regained the Bundesliga title under Vincent Kompany but were disappointing in Europe. Bayern is by the far the most valuable German football club brand at € 1.3 billion and has a strong global presence. In fact, 32% of Bundesliga followers outside Germany claim to be Bayern fans. There are 10 German clubs in Brand Finance’s report, accounting for 15.7% of the 50, but Bayern’s value is more than double their nearest challenger, Borussia Dortmund (€ 600m). Bayer Leverkusen are the third most valuable Bundesliga brand, but their value is merely a third of Bayern’s, emphasising the scale of their 2024 Bundesliga win.
Italy doesn’t have a top 10 club, but there are six clubs in the 50. Juventus have been in decline in recent years after a decade-long period of domination on the field and solid business growth. They may be the top Italian club in terms of brand value, but they dropped to € 505 million in Brand Finance’s rankings. The two Milan clubs are behind them but growing slowly. The San Siro saga rolls on, however, and there is an assumption that a new arena (or two) would transform the clubs and make them more competitive on the international stage. Roma, with a value of € 206 million, has the fastest growing brand (+15%) in Serie A, but there is upside, especially when their hope of a new home becomes a reality.
The big five leagues provide 84% of the top 50, with Ajax the highest-placed at 23. PSV Eindhoven, Benfica, Sporting, Porto, Celtic, Rangers and Brazil’s Flamengo are the others. The overall rankings offer few surprises, but the deck chairs do change from time to time. A club’s fortunes change through success on the pitch which can lead to greater commercial opportunities, which in turn builds brand visibility. Therefore, it would seem unlikely that a contender will come out of left-field. PSG are clearly a club in the ascendancy, while Newcastle United, at some point, will make great steps forward. As for Manchester United, with a rebuild of Old Trafford in the pipeline, forming part of a campus-like development, the club’s current malaise will surely disperse and provide fresh momentum.
Game of the People was founded in 2012 and is ranked among the 100 best football websites by various sources. The site consistently wins awards for its work, across a broad range of subjects. [View all posts by Neil Fredrik Jensen](https://gameofthepeople.com/author/georgefjord/)