Bayern Munich now the most valuable football brand ahead of Madrid, United

Not only did Bayern Munich sweep aside all-comers on the pitch last season but they also took Manchester United’s title as the world’s most valuable brand.

The Germans were ranked top of the latest BrandFinance Football 50 list after a nine per cent rise in value from 2012, moving from second to first, after winning the Bundesliga and the Champions League.

Beaten, yet fashionable, European Cup finalists Borussia Dortmund also rose one place to 10th, with the Bundesliga’s soaring reputation clear – Schalke are 11th with Hamburg in 15th.

Triumphant: Bayern won the Bundesliga and the Champions League… and now are the most valuable brand

Losing ground: Manchester United’s brand value has dropped two per cent from 2012
 

RankClubBrand value ($)% changeBrand rating
1Bayern Munich860m9AAA
2Man United837m-2AAA+
3Real Madrid621m4AAA+
4Barcelona572m-1AAA
5Chelsea418m5AA
6Arsenal410m6AA+
7Liverpool361m-2AA
8Man City332m10AA-
9AC Milan263m-10AAA-
10Borussia Dortmund260m15AA
But the division as a whole is only worth two thirds of the Premier League – $1.9billion compared to $3.1bn.

English clubs dominate the list, with several appearing in the top 10; as well as United in second, Chelsea are fifth, Arsenal sixth, Liverpool seventh and Man City eighth.

One of the key factors in United’s drop of two per cent value was their early Champions League exit – turfed out by Madrid at the last-16 stage.

The figures are calculated using revenue figures, squad values, UEFA co-efficient and more – see below for a fuller explanation.

Barcelona, thrashed an embarrassing 7-0 on aggregate by Bayern, are ranked fourth in the list – where they were last time – but their brand value actually depreciated by 1 per cent.

Above them – unlike in La Liga – are bitter rivals Real Madrid, in third, and they actually recorded a 4 per cent growth.

Tottenham came in 12th, but after that a host of sides from Germany and Italy crop up before we reach our next English entry, in 29th, West Ham.

Newcastle follow in 30th – a 10-place drop from last term – with Aston Villa, Everton and Fulham close behind.

Astonishingly, Stoke City come an impressive 41st in the world.

Brand Finance’s head of sports valuation, Dave Chattaway said: ‘Bayern Munich is still very much a story of domestic dominance, however its continued presence in the Champions league has provided the club with access to a global audience.

‘The challenge now for all Bundesliga clubs and the league itself, is to see if they can export their domestic brand strength into global opportunities.’

Their CEO, David Haigh, added: ‘The commercial transformation of the English game, which has created hugely successful global brands, had been seen as the model to emulate. However the escalation of player wages, poor financial management and alienation of grass roots fans has left many people jaded. 

‘In contrast the cheap tickets, high attendances, democratic ownership structure and financial prudence of the Bundesliga now looks like an attractive alternative, particularly now it is delivering world-beating, fluid football rather than the more workmanlike style German teams had been known for.

‘Just as British politicians and business journalists have long been calling for our economy to emulate the German Mittelstand, now sports commentators are wondering whether we can learn from the Bundesliga.’

Adidas and Nike dominate the kits of the top 15, the former providing 18 deals with the latter on 14. But emerging brands Warrior and Under Armour pose threats to these manufacturers in the future. 

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