Manchester United Break $1B, Beat Bayern and Real Madrid for Most Valuable Brand

 

Manchester United have beaten Bayern Munich and Real Madrid to reclaim their position as the biggest brand in world football, becoming the first club to pass the $1billionmark.

Despite another season without silverware, United have overcome Europe's big-hitters at the top of The Brand Finance Football 50, according to a study released on Monday June 08,2015

BRAND STRENGTH, REVENUE AND ROYALTY RATE: HOW IT'S CALCULATED

Brand Finance calculates the values of the brands in its league tables using the ‘Royalty Relief approach’. This approach involves estimating the likely future sales that are attributable to a brand and calculating a royalty rate that would be charged for the use of the brand, i.e. what the owner would have to pay for the use of the brand if it were not already owned.

1) Calculate brand strength on a scale of 0 to 100: the Brand Strength Index (BSI) captures the ability of clubs to drum up popular interest and then convert interest into support and custom.

2) As brand has differing effects on each source of income, we then split revenues down into three streams: matchday, broadcasting and commercial.

3) Calculate royalty rate. The brand strength score is applied to the royalty rate range to arrive at a royalty rate. For example, if the royalty rate range in a brand’s sector is 0-5% and a brand has a brand strength score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.

4) Determine brand specific revenues estimating a proportion of parent company revenues attributable to a specific brand.

5) Determine forecast brand specific revenues using a function of historic revenues, equity analyst forecasts and economic growth rates.

6) Apply the royalty rate to the forecast revenues to derive brand revenues.

7) Brand revenues are discounted post tax to a net present value, equal to the brand value

The Red Devils are now worth just over $1.2billion (£787.5million), almost $300million more than second-placed Bayern. Real Madrid, Manchester City and Chelsea round out the top five

THE BRAND VALUE 50 - RANKING THE WORLD'S BIGGEST CLUBS

Rank	Club	Brand value (US$m)	2014 rank	Change since 2014 (US$m)
1	Manchester United	1206	3	467
2	Bayern Munich	933	1	36
3	Real Madrid	873	2	104
4	Manchester City	800	5	290
5	Chelsea	795	7	293
6	Barcelona	773	4	151
7	Arsenal	703	6	198
8	Liverpool	577	8	108
9	Paris Saint-Germain	541	10	217
10	Tottenham Hotspur	360	12	111
11	Juventus	350	13	103
12	Borussia Dortmund	326	9	-1
13	FC Schalke 04	302	11	-12
14	AC Milan	244	14	8
15	Everton	228	20	107
16	West Ham United	209	24	97
17	AS Monaco	202	New	(n/a)
18	Southampton	183	30	86
19	Galatasaray	177	17	36
20	Inter Milan	160	15	7
21	Aston Villa	155	23	40
22	Newcastle	155	27	53
23	Atletico Madrid	151	19	24
24	Napoli	147	21	27
25	Ajax	145	16	-4
26	Stoke City	140	41	65
27	Swansea	135	New	(n/a)
28	Bayer Leverkusen	135	22	19
29	Sunderland	134	32	40
30	Crystal Palace	133	New	(n/a)
31	Marseille	129	33	38
32	Stuttgart	121	28	19
33	Fenerbahce	120	35	33
34	Celtic	120	38	36
35	Roma	117	26	9
36	Wolfsburg	116	34	25
37	West Brom	115	42	42
38	Lyon	111	25	1
39	Valencia	107	29	8
40	Benfica	103	39	20
41	Hamburg	103	18	-35
42	Leicester City	102	New	(n/a)
43	Sao Paulo	95	48	40
44	Werder Bremen	88	31	-6
45	B Monchengladbach	86	New	(n/a)
46	PSV Eindhoven	86	45	27
47	Sevilla	81	40	4
48	Corinthians	79	36	-8
49	Lazio	78	44	16
50	Fiorentina	76	New	(n/a)