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    Football - biggest 'Brand' names


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    Football - biggest 'Brand' names

    Post  daib0 on Sat 13 Jun 2015, 12:38 pm

    Taken from - Chronicle Live (Newcastle)

    To work out a club’s position on the prestigious table, experts combine the performance of business executives off the pitch marketing its name and the success of the team on it.

    This explains why Manchester United comes out top of the Brand Finance Football 50 survey ahead of the likes of Real Madrid, Barcelona and Bayern Munich despite the North West giant have a comparatively poor last two seasons.

    Compilers of the report says Newcastle United’s history, the loyalty and strength of its fan base and its high profile in the game is standing it in good stead.

    Its brand worth has risen from $102m in 2014 to $155m in the latest report seeing it rise five places despite its relegation battle.

    Its lofty position, above the likes of European giants like Atletico Madrid, Roma, Ajax and Marseille might come as a surprise to fans of the club which has been through turbulent times under owner Mike Ashley’s stewardship with threats of boycotts and the controversy over its sponsorship by Wonga.

    However Alex Nixon, by chance a Toon fan as well as a Valuation Analyst for Brand Finance which compiled the report, said: “It has not had the best of seasons recently but that doesn’t seem to have filtered through to its result. The Wonga deal is still going strong and the fan base doesn’t on the whole seem to have followed through with its threat of boycotting games. The history and identity of the club, its fans and their loyalty means Newcastle is one of the best performing. The sentiment towards the club and recognition of its name is also good. However that’s not to say if the negative publicity at Newcastle keeps persisting it could have an impact in the future.”

    The annual study conducted by Brand Finance, a valuation and strategy consultancy, also gives club’s a credit rating between a highest score of AAA+ and a lowest of D. Newcastle United was given a AA rating.

    Sunderland also comes out well having risen from 32 to 29 in the latest table after its brand value went up from $93m to $134m in that time.

    Manchester United reclaimed its position at the top by knocking Bayern Munich off the top spot. The Red Devils have become the first billion dollar football brand, with 63% growth bringing total brand value to $1.2 bn.

    Interestingly despite its success Barcelona has dropped from fourth in 2014 to sixth this year.

    It won the European Champions League on Saturday to go with winning its domestic league and cup to complete a second treble - the first club ever to do so. Its win over Juventus alone added $28 million to Barcelona’s brand value, contributing to an overall increase on 2014 of $151 million dollars, bringing the total value of the brand to $773m.

    However, according to Brand Finance, it has not been able to harness its brand to the same extent as Manchester United and its bitter Spanish rivals Real Madrid - whose brand is $100m more valuable - or the rapidly growing English teams Man City and Chelsea which have both overtaken it too.

    The Top 40

    1 Manchester United FC
    2 FC Bayern München
    3 Real Madrid CF
    4 Manchester City FC
    5 Chelsea FC
    6 FC Barcelona
    7 Arsenal FC
    8 Liverpool FC
    9 Paris Saint-Germain FC
    10 Tottenham Hotspur FC
    11 Juventus FC
    12 Borussia Dortmund
    13 FC Schalke 04
    14 AC Milan
    15 Everton FC
    16 West Ham United FC
    17 AS Monaco
    18 Southampton FC
    19 Galatasaray AŞ
    20 FC Internazionale Milano
    21 Aston Villa FC
    22 Newcastle United FC
    23 Club Atlético de Madrid
    24 SSC Napoli
    25 AFC Ajax
    26 Stoke City FC
    27 Swansea City
    28 Bayer 04 Leverkusen
    29 Sunderland AFC
    30 Crystal Palace
    31 Olympique de Marseille
    32 VfB Stuttgart
    33 Fenerbahçe SK
    34 Celtic FC
    35 AS Roma
    36 VfL Wolfsburg
    37 West Bromwich Albion FC
    38 Olympique Lyonnais
    39 Valencia CF
    40 SL Benfica


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