Flamengo is the only club outside Europe in the ranking of the 50 most valuable brands in football, according to an annual study by the international brand consultancy Brand Finance.
The team from Rio appears in 49th position, with its brand valued at 96 million euros (R$ 493 million), just ahead of Fiorentina, from Italy, valued at 95 million euros (R$ 488 million), and behind Benfica , from Portugal, with its brand estimated at 101 million euros (R$ 519 million).
Celtic, from Scotland, 113 million euros (R$ 581 million), Ajax, from the Netherlands, 182 million euros (R$ 936 million), in addition to Benfica and Flamengo are the only ones that do not play in one of the top five leagues in the Europe (England, Spain, Italy, Germany and France), according to the UEFA coefficient.
The value attributed to Flamengo is almost double that of the second place considering only the top 10 among teams from Brazil, which has Palmeiras behind the red-black team, estimated at 52 million euros (R$ 267 million).
Among the top five in the Brazilian list are also Grêmio (R$ 232 million), São Paulo (R$ 186 million) and Corinthians (R$ 147 million).
According to the director of Brand Finance, Eduardo Chaves, despite having clubs with great tradition and numerous fans, Brazil is at a disadvantage against European teams because of currency exchange. “When we dollarize the values, Brazilian teams end up not generating revenue compared to foreign teams in dollars”, he says.
According to the survey, Brazilian clubs “performed very strongly in the Brand Finance 2022 football fan survey, with fans associating them with both strong football metrics (such as star presence and trophy competition) and important image attributes (such as reputation, sustainability, innovation)”.
The study also assessed the strength of brands. In this case, Flamengo remains in the lead in the list of Brazilian clubs, but Corinthians appears in second, with Palmeiras, São Paulo and Internacional in the sequence.
“Corinthians is perceived as the second most innovative brand in Brazil and the 5th globally. Innovative projects, such as the launch of its virtual stadium platform and the increase in fan engagement, guarantee the club the association with innovation”, describes the study. .
Brand equity is understood as the net economic benefit that a brand owner would derive from licensing the brand on the market. Brand strength is the effectiveness of a brand’s performance on intangible measures in relation to its competitors, such as the reach of marketing actions, for example.
These values ​​are defined using criteria defined by ISO (International Organization for Standardization), based on three pillars: market, cost and revenue.
Eduardo Chaves also states that the study’s metrics can help clubs to professionally manage their brands. “We know that it is necessary to professionalize and treat football club brands as a strategic asset, and that is what our research does, it shows the attributes of each team and measures its value so that sports brands can be managed in the same way as big brand corporations.”
Real Madrid leads the global ranking as the most valuable brand
At the top of the world list is Real Madrid, with its brand estimated at 1.5 billion euros (R$ 7.7 billion).
The Madrid club tops the list for the fourth year in a row. “Real Madrid are now clearly the dominant brand in the global football business. For four years they have been the most valuable brand thanks in large part to their commercial success off the pitch,” reads an excerpt from the study.
Also according to the report, Real Madrid recorded a 19% increase in its brand value compared to last year driven by a combination of improved brand strength plus a positive revenue trajectory.
The growth represents a reversal of the 10% drop in brand value recorded last year, according to the study, due to uncertainties caused by the Covid-19 pandemic and weaker fan sentiment due to the failed plan to create the Superliga. European Union, headed by the club.
In second place on the list appears Manchester City as the second most valuable brand in football, valued at 1.3 billion euros (R$ 6.6 billion), technically tied with Barcelona, ​​Liverpool and Manchester United, in that order. .
According to the study, the growth of Pep Guardiola’s team can be credited to the good performance on the field, with the conquest of the 2021/22 Premier League, in addition to being a finalist in the Champions League in 2020/2021 and semi-finalist in the current edition.
Of the ten most valuable brands in world football, six are from England — Manchester City (2nd), Liverpool (4th), Manchester United (5th), Tottenham (8th), Chelsea (9th) and Arsenal (10th).
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