Leaders
Dallmeier

Business Directory

Browse the Directory

Sign Up to the Directory

FC Business Twitter
FC business Linked in
FC Business facebook
FC Business Youtube

Manchester United Football’s First Billion Dollar Brand

Mon 8th Jun 2015 | Football Sponsorship

A season out of Europe’s premier competition hasn’t affected Manchester United’s brand image with the club announced as football’s first billion dollar brand.

United, who finished fourth in the Premier League, 17 points behind champions Chelsea, have leapt back to the top of the The Brand Finance Football 50, an annual study conducted by brand valuation and strategy consultancy Brand Finance.

Knocking Bayern Munich off the top spot the Red Devils have become the first billion dollar football brand, with 63% growth bringing their total brand value to $1.2 billion.

Barcelona’s 3-1 win over Juventus caps a year of stunning successes with Saturday’s game alone adding $28 million to Barca’s brand value, contributing to a overall increase on 2014 of $151 million dollars, bringing the total value of the brand to $773 million.

However as glorious as Barca’s record may be, it simply has not been able to harness its brand to the same extent as rivals Real Madrid (whose brand is $100 million more valuable) or the rapidly growing English teams.

Manchester City and Chelsea have both overtaken it for the first time, pushing Barcelona into 6th place in the Brand Finance Football 50.

Despite sitting in 6th position the report notes that Barcelona actually has the strongest brand of any club, rated AAA+ by Brand Finance.

However ‘brand strength’ only reflects the notional potential of the brand. For a club’s brand to generate income a business team that is as star-studded and tactically brilliant as the team on the pitch is required.

Brand Finance CEO David Haigh comments, “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.

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 to 2019 Premier League.

The deal has been a boon to all Premier League clubs however, with Southampton 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 with Ronald Koeman masterminding a 7th place finish for the club that was facing administration in 2009.

West Ham are also beneficiaries of the windfall showing 86% growth putting 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.

Tara Warren, Executive Director, Marketing and Communications at West Ham commented: "When Vice-Chairman Karren Brady arrived at West Ham five years ago, she instilled a belief that we could establish the club as a truly global brand.

“The re-brand that my team have executed over the past year showed that desire to create a more ambitious and successful future.

“Our focus now is on maximising the potential of our imminent move to our magnificent, 54,000-seat new stadium.

“West Ham will always honour and celebrate its great history, but today's findings show that West Ham United is also fast becoming one of the most investable brands in world football."

Image: Action Images

Posted by: Aaron Gourley

RETURN TO LATEST NEWS SECTION

SUBSCRIBE TO THE FCBUSINESS RSS FEED

If you have any football business related news stories you’d like to share then please contact us – agourley@fcbusiness.co.uk  

To subscribe to our range of football newsletters including news, products and jobs CLICK HERE.

Add to: Google Google | Yahoo Yahoo | Live Live | del.icio.us del.icio | Digg Digg |

Related Articles

Thomas Cook Sport partner with Leeds United

Fri 22nd Sep 2017 | Football Sponsorship

The UK's leading sports travel tour operator, Thomas Cook Sport, has today been unveiled as the official ticket and hotel breaks partner to Sky Bet Championship side Leeds United. Thomas Cook Sport...

Costa Cruises & Juventus: Made In Italy Sets Sail For Asia

Thu 21st Sep 2017 | Football Sponsorship

Italian club Juventus has announced a new Regional Partnership in Asia with Costa Cruises, part of the Carnival Corporation & Plc group, which will see the Made in Italy brand extend to China and...

Angry Birds becomes Everton’s first shirt sleeve partner

Mon 18th Sep 2017 | Football Sponsorship

Everton has signed a multi-year shirt sleeve partnership with Rovio Entertainment - the games giant behind the Angry Birds franchise. The Angry Birds logo will debut on the left sleeve of the Everton...

Crystal Palace Gets To Grip With Apollo Tyres Partnership

Thu 14th Sep 2017 | Football Sponsorship

Crystal Palace FC has announced Apollo Tyres as the Official Tyre Partner of the Club. Throughout the partnership with Crystal Palace, Apollo Tyres will have a significant presence at all the...