Real Madrid Has Top Soccer Brand Value, BBDO Says
20/09/2007 |
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Real Madrid, the 30-time Spanish champion, has the highest commercial value among European soccer clubs, according to BBDO Consulting.
Madrid has a brand value of almost 1.1 billion euros ($1.53 billion), BBDO, a unit of Omnicom Inc., the world's largest advertising agency, said in its initial ranking of the 25 most valuable teams in Europe. Spanish rival Barcelona is second at 948 million euros and English Premier League champion Manchester United is third at 922 million.
The winner of a record nine European championships, Real Madrid has built its brand value through sponsorships and worldwide touring, BBDO said. The club has toured Asia, South America and the U.S. and its three-year jersey sponsorship with online gambling company Bwin Interactive Entertainment AG is worth more than 60 million euros, BBDO said.
Real Madrid is also the world's richest club by revenue, with sales of 351 million euros for the year ending June 30.
The team allowed David Beckham to leave for the Los Angeles Galaxy of Major League Soccer in June and added Dutch midfielders Arjen Robben and Wesley Sneijder. Its roster also includes Fabio Cannavaro, the FIFA world player of the year, Dutch striker Ruud van Nistelrooy, Spain forward Raul and Brazilian playmaker Robinho.
Real Madrid has won its first three league games this season to top the standings. It defeated Werder Bremen 2-1 last night in its opening match in the Champions League.
BBDO's ranking helps companies interested in advertising to assess the mid- to long-term marketing potential of a club, the consultant said in a statement. Its analysis is based on evaluating brand popularity and image, as well as sources of business income.
BBDO's Top 25 Most Valuable European soccer clubs, with brand value listed in millions of euros:
1. Real Madrid (Spain): 1,063
2. Barcelona (Spain): 948
3. Manchester United (England): 922
4. Chelsea (England): 828
5. AC Milan (Italy): 824
6. Bayern Munich (Germany): 727
7. Inter Milan (Italy): 715
8. Arsenal (England: 712
9. Juventus (Italy): 709
10. Liverpool (England): 645
11. Lyon (France): 453
12. AS Roma (Italy): 441
13. Schalke 04 (Germany): 436
14. Ajax (Netherlands): 368
15. Rangers (Scotland): 332
16. Valencia (Spain): 319
17. Benfica (Portugal): 318
18. Celtic (Scotland): 315
19. Stuttgart (Germany): 288
20. Werder Bremen (Germany): 275
21. Porto (Portugal): 255
22. PSV Eindhoven (Netherlands): 242
23. Sevilla (Spain): 235
24. Villarreal (Spain): 234
25. Lille (France): 206
(Source: Bloomberg.com)
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