Manchester City’s brand is also top of the pile

SAY WHAT you will about Manchester City, but their enormous wealth is being targeted well and in a very focused direction compared to some of their rivals. City have topped Brand Finance’s Football 50 for the first time with a brand value of € 1.5 billion, leapfrogging Spanish giants Real Madrid and pulling clear of their domestic competitors. Although Real Madrid have the strongest brand (built over decades), and City’s rating is AAA compared to the AAA+ of Real, Barca, Manchester United and Liverpool, their rise to the top of the brand value list – they were ninth as recently as 2017 – dovetails nicely with their on-pitch success and revenue growth. Since the pandemic, City’s value has increased by 34%, an indication of the robust nature of their brand. 

Brand Finance’s top 10 includes eight of the dozen teams that were behind the European Super League, only Paris Saint-Germain and Bayern Munich, who sit in sixth and seventh place respectively, were not advocates of the aborted project. Eight clubs have an enterprise in excess of € 3 billion, a list that City top once more.

Given Manchester City have already completed the “double” and that could become a “treble” in 2022-23, one can safely assume their brand will only strengthen in the near future. The City Football Group, the multi-club ownership model with MCFC at the hub, continues to expand, and over the past year has invested in clubs in Italy and Brazil. The club will always be the subject of media attention and speculation because of its ownership and its transfer market activity, not to mention scrutiny over its financial operations, but few can deny the strategic nature of their business.

City’s brand value of € 1.5 billion is just ahead of Real Madrid’s € 1.46 billion and the two nearest English competitors, Manchester United (€ 1.36 bn) and Liverpool (€ 1.36 bn). Real ended the 2022-23 season with some disappointment after finishing 10 points behind Barcelona in La Liga and losing out to Manchester City in the Champions League. They are also at something of a fork in the road regarding some of their older players such as Karim Benzema, who has moved to Saudi Arabia. Real have been upgrading their stadium, a major project that is still in progress, which meant they had to borrow € 360 million to fund the initiative.  Barcelona, whose financial problems have been well documented, have the third highest brand value at € 1.38 billion – their La Liga title win will come as welcome relief after the turmoil of the past two years, which saw them lose, because of restrictions on their expenditure, key players such as Lionel Messi. Real and Barca continue to be way ahead of their nearest rivals – Atlético Madrid, who finished third in La Liga, have a brand value of just € 550 million. Go further down the list of Spanish clubs in Brand Finance’s analysis and the 10th highest La Liga club has a value of a mere € 55 million.

The gulf between the Premier League’s top clubs is quite staggering; while Manchester United and Liverpool are not too far behind City, the London trio of Arsenal, Tottenham and Chelsea struggle to get above € 1 billion. But deep deeper and the real chasm emerges – the seventh highest Premier club is West Ham, with as brand value of € 301 million and Everton (in 10th), are just below € 200 million. Newcastle United, who enjoyed a high level of brand value growth (+31%), have a value of only € 250 million, a figure that will surely rise in 2023 thanks to a return to Champions League football.

If the Premier looks to have troubling imbalances, the situation in France is bizarre – Paris Saint-Germain’s brand value is € 1.1 billion, but the second highest French club is Olympique Marseille at € 173 million. This underlines the financial power of PSG in being able to acquire player assets like Messi and Neymar. But it also shows what an achievement it was for a club like Lille (brand value € 41 million) to finish above the Parisian all-stars as they did in 2021. In these circumstances it is hardly surprising critics refer to a season in which PSG are usurped as a year in which the new champions didn’t succeed in winning Ligue 1, but PSG merely lost the title.

In 2022-23, Bayern Munich were almost unseated by Borussia Dortmund, but the challengers capitulated on the final day and the reigning champions made it 11 Bundesliga victories in a row. Bayern’s brand value is € 1.1 billion, which is double Dortmund’s. Then comes RB Leipzig, the DFB Pokal winners, with a value of € 222 million.

Italy is the closest thing to a democracy among the top leagues. Napoli’s scudetto was their first since 1990 but it meant that Serie A has had four different title winners in four years, a welcome development after an era of Juventus domination. Juventus have had a difficult time and are still uncertain about their future after the league imposed a points deduction over problems with their transfer activity. Inevitably, Juve’s brand value has suffered and dropped by more than 10%.  Their value is € 631 million, which is € 122 million higher than Inter, compared to € 210 million a year earlier. AC Milan’s value increased by an impressive 33% to € 358 million, which closed the gap on Juventus by € 163 million. Napoli’s value has the potential to increase in 2023-24, possibly even stronger than the 31% it grew by over the past 12 months. Looking beyond the next year, the two Milan clubs may be entering a period of sustained improvement in their brand should the new stadium project reach its conclusion in the near future. Inter, of course, are playing Manchester City the Champions League final and could add to their three successes in the competition.

Brand Value’s report confirms the power in global club football is still very much in Europe. There are no US teams in the top 50 and the only non-European is Brazil’s Copa Libertadores holders Flamengo, with a value of € 98 million. It is difficult to see this changing in the near or medium term.

Big clubs don’t care about the FA Cup?Nonsense.

JUNE 2, 2023: This season’s FA Cup final should be something special. A local derby will appeal to the fans, if not the players, with Manchester United eager to prevent City from winning the treble and also so show Pep Guardiola and his team that they are a force to be reckoned with once more. United have been suffering for a decade, cast into the shadows a little by the loss of their most successful manager, the rise of City and a succession of poor decisions. They want to win at Wembley, to complete their own double of two domestic trophies, repeating Liverpool’s 2021-22 success.

People continue to moan that the FA Cup doesn’t mean anything to the Premier League clubs, and yet since 1992-93, the competition has been won 26 times out of 30 by one of the so-called “big six” with only four winners from elsewhere – Everton (1995), Portsmouth (2008), Wigan (2013) and Leicester (2021). A total of 39 of the 60 finalists have finished in the top six in the Premier League. Of the 30 finals prior to 2022-23, 28 have been all-Premier games.

This season, the Premier League saw nine of its teams fall at the first hurdle, including Newcastle and Aston Villa, who lost to Sheffield Wednesday and Stevenage respectively. It is a fact that some Premier clubs send out weaker teams when they play cup ties, but they are invariably too strong even with a side of squad players. The Premier managers know that they can deal with the FA Cup with a few changes, such is the power of the league. Both City and United will field their strongest available selections at Wembley, even though Guardiola’s men have an even bigger occasion on June 10 in Istanbul.