Manchester United become world’s first billion dollar football brand
Manchester United have been crowned the world’s most valuable football brand after leapfrogging previous title holder Bayern Munich to become the sports first $1bn brand.
The Brand Finance Football 50 ranking placed the club at the top of the table with 63 per cent growth taking the club to a valuation of $1.2bn.
This off-pitch success contrasts with a distinctly lacklustre performance on the pitch with the Old Trafford trophy cabinet gathering dust despite the club’s vast wealth – the polar opposite of Barcelona who slipped to sixth place behind Chelsea and Man City despite winning the Champions League.
In a statement Brand Finance explained: “Thanks to sporting success and a squad stacked with legendary figures such as Messi and Neymar, 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. That is how to build brand value.”
Manchester United’s success is being attributed to Ed Woodward, the club’s executive vice-chairman, by establishing a global fanbase and sponsorship deals; including a £47m a year shirt deal with Chevrolet and a £750m decade-long tie-up with Adidas as official kit provider.