The results of the Brand Finance report into the ‘Most Valuable European Football Brands 2010’ show Real Madrid, Manchester United and Barcelona dominating the league’s top spots. The trio have a combined brand value of over £1 billion - a figure achieved through a mixture of on-pitch success and off-pitch marketing expertise. All three clubs have dedicated teams working on managing, building, extending and protecting the club’s brand. From pre-season tours to far-flung destinations, websites in multiple languages and limited edition watches, all are intent on attracting fans and developing a relationship to bring about greater commercial returns through strategic alignment of the club to the fan.