For the third year running, Real Madrid has been recognised as the most valuable football club in the world according to the 2021 Brand Finance list.
“Real Madrid have consistently been able to secure Champions League qualification year after year. This consistent influx of Champions League revenue and status has played a central role in the club’s overall success,” the Brand Finance report said.
The Spanish club is worth a whopping 1.27 billion euros, but it lost 10 percent of its value in the past year meaning that rivals Barcelona are worth nearly as much at 1.26 billion euros.
“While the La Liga giants remain on the podium for 2021, it has now been three years since a Spanish club has reached the final of the UEFA Champions League, with the last appearance being Real Madrid’s victory over Liverpool in 2018. Despite this, both Spanish clubs have consistently been able to secure Champions League qualification year after year, with the last time either club failed to reach the groups stages now more than 20 years ago. This consistent influx of Champions League revenues and status has played a central role in both clubs’ overall success,” the report said.
The failed European Super League (ESL) project dented the brand strength of the 12 founding clubs and knocked over 600 million euros off their total brand value.
As well as damaging the strength of the 12 founding clubs’ brands, the ESL proposal has also knocked 606 million euros off the total brand value of the clubs.
“The origin and demise of the European Super League is a story of branding. The 12 clubs considered their brands too strong and attractive to be sanctioned by other associations, and above the footballing pyramid that validates their success. However, the communication, promotion, and positioning of the project were poorly executed, fuelling a backlash from all stakeholders, leading to the dissolution of the group, and resulting in painful brand damage.” said Hugo Hensley, Brand Finance’s Head of Sports Services.
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