Bayern Munich overtook Manchester United to become the world’s most valuable football brand according to the Brand Finance annual survey.
Brand value reflects the estimated cost a third party would have to pay to license the use of the brand and analysis factors such as team performance, revenue, squad value, attendance and the utilization of stadiums.
The newly crowned Champions League champion Bayern Munich is worth $860m (£570m) and pushed United into second place with $836m (£552m).
Bayern has one of the most successful years in club history after securing the German league title and the Champions League trophy. The Bavarians will compete for the third trophy, the German Cup, on Saturday, June 1st. However, “impressive financials and a growing international reputation for quality football has seen Bayern’s brand value hit $860 million, demoting United to second place,” said Brand Finance’s CEO, David Haigh. The club’s long-term planning, low salary base and reasonable tickets prices also helped the Germans.
Manchester United lost 2% in brand value compared to last year despite winning the Premier League trophy. Sir Alex Ferguson’s departure and the early Champions League exit were main factors for the demotion. New manager David Moyes will have all hands full to bring the club back to the top spot.
United was followed by Real Madrid, FC Barcelona, Chelsea, Arsenal and Liverpool. Another notable team was Borussia Dortmund, which achieved a 15% increase in brand value and entered the top ten for the first time ever.
The most valuable league, however, is still the Premier League worth $3.1bn ahead of the Bundesliga worth $1.9bn. David Haigh, added: “However the escalation of player wages, poor financial management and alienation of grass roots fans has left many people jaded. In contrast the cheap tickets, high attendances, democratic ownership structure and financial prudence of the Bundesliga now looks like an attractive alternative, particularly now it is delivering world-beating, fluid football rather than the more workmanlike style German teams had been known for.”
