The fourth consecutive Scudetto, the tenth Italian Cup and the Champions League final lost against Barcelona in Berlin significantly increase the brand value of the Juventus, which however still remains outside the top ten of the most valuable football teams in the world. The ranking, compiled by Brand Finance, is literally dominated by the English clubs that have made up for the incredible flop in this season of European cups by putting in the safe a pharaonic contract for the Premier League's television rights worth 7 billion euros for the next three years.
In command of this particular ranking, that of 'Most Valuable Football Brands', we find Manchester United with monstrous value of 1,2 billion dollars, up 63% from last year's value. The notable increase of Man Utd is mainly related to the three factors mentioned above: the receipts who will receive, starting next season, for television rights, the ten-year agreement with the new technical sponsor, Adidas, which will take out 1,2 billion dollars over the next 10 years, and the contract with the main sponsor Chevrolet nearly $80 million a year. With numbers like this, all things considered, it doesn't hurt so much to finish fourth in the Premier League and have to start over from the Champions League preliminaries for next season. In the top ten of the highest value football brands we find six English clubs, two Spanish (Real and Barcelona), one German (Bayern) and one French (PSG).
Each of these 10 clubs has one factor in common that makes the difference and, with the exception of Barcelona, it's not about sporting results. In this ranking, sports results and brand image management are valid up to a certain point. In fact, in calculating the overall brand value of the football club, both sporting and brand management results are considered, as well as revenue from the exploitation of TV rights, by the official sponsor and by the technical sponsor. It is no coincidence that there are therefore 6 Premier clubs out of 10 (television rights factor above all). Towing Bayern and Real Madrid (second and third in this ranking) is above all Adidas. The well-known sportswear brand spends 67,3 million dollars a year to dress Bayern and 49 million for Real. Barcelona will take 'only' $45m from Qatar Airways and $43m from Nike.
In 'The Brand Finance Football 50 report' more than a third of the ranking is dominated by Premier League: All clubs that participated in the last English championship, with the exception of the three teams that were later relegated, are included in this table. And it has a certain effect to see that the value of the West Ham brand (16th place in the world) is stronger than that of Inter or that the four Ss of the Premier League, Southampton, Stoke City, Swansea and Sunderland (ranked 7th, 8th, 9th and 16th in the league) are ahead, clearly ahead , to Roma, a formation that finished the Serie A championship in second place.
In which ranking position are the Italians?
As anticipated before, in the ranking of the overall value of football brands the Juventus it's just outside the top ten. The Juventus company has moved up two places compared to last year's 13th place and has gone from a value of 247 million dollars to 350 million. In 2012 the value of the Juventus brand was 160 million dollars. ?Stands in 14th place il Milan which is true for Brand Finance 247 million dollars. The third Italian is Inter which drops from 15th to 20th place with a value of 160 million. It loses three positions (from 21st to 24th place) but gains value Napoli which stands at $147 million. In 2012, De Laurentiis' company value for Brand Finance was $85 million. He loses nine positions there Roma which drops to 35th place but the Giallorossi company also increases its value, reaching $117 million. It remains in the Top 50 there as well Lazio which is in 49th place with a value of 78 million dollars, a marked increase compared to recent years. The last place is occupied by Fiorentina which returns to the standings after a year of absence with a value of 76 million dollars.
