Performance of the brand

Despite losing the title of the most valuable European football brand to Manchester United, Real Madrid continues to report the biggest revenues in football and enjoys another year of steady brand value growth. Real’s brand strategy is more akin to that of a Hollywood movie than a football club. Recognising fans will pay handsomely to see the biggest stars in football, they consistently spend huge sums on big name players such as Ronaldo, Kaka, Ozil & Di Maria. These big signings have enhanced Real Madrid’s brand potential and allowed them to negotiate huge commercial and broadcasting deals. 

With UEFA’s Fair Play rules on the way these deals will help them turn off-pitch success into on-pitch success.  For a club of Real Madrid’s stature, three years without a domestic league title and a decade since European success has started to damage the brand.The value of Real and Barca’s brands relative to their BBVA La Liga competitors is moving further apart leaving many Spanish teams now questioning how they can compete.

League tables

Real Madrid appears in the following brand league tables:

Rank 3 in the The Brand Finance® Football 50 2012.
Rank 2 in the The Brand Finance® Football 50 2011.
Rank 2 in the Top 25 Football Club Brands 2011.
Rank 77 in the Spain 100 2010.
Rank 1 in the Top 25 Football Club Brands 2010.
Rank 2 in the Top 25 Football Club Brands 2009.