Bayern Munich’s trip to the Champions League final lifted the European runner-up above Real Madrid into second place in a survey of soccer’s top teams by brand value.
The report published by Brand Finance Plc gives Bayern a brand valuation of $786 million, up 59 percent from last year. Manchester United, which has won a record 19 English league titles, tops the list with a brand estimated at $853 million.
“Shrewd commercial management and commanding Champions League performances by Bayern Munich could see United unseated from the top spot in the near future,” Brand Finance, which advises companies including brewer SABMiller Plc and bank Standard Chartered Plc, said.
Bayern was beaten 4-3 in a penalty shootout by Chelsea two days ago in the final of Europe’s elite club competition.
While many of the major clubs concentrate on the international market, Bayern has focused on Germany, according to Brand Finance. Its commercial revenue of $254 million is the highest of any club.
Spanish champion Real Madrid, which lost the top spot to United last year, drops to third at $600 million with Barcelona fourth at $580 million.
Even after winning the Champions League and the F.A. Cup, Chelsea remained in fifth place at $398 million because of its poor performance in the Premier League, where it finished sixth.
Premier League champion Manchester City continues its growth under billionaire Sheikh Mansour Bin Zayed Al Nahyan, who has spent more than $1 billion to win the club’s first league title since 1968. City ranks eighth with a value of $302 million, up 77 percent from last year.
The huge investment of Sheikh Mansour “is beginning to pay off for City both on and off the field,” the report said.
The report defined brand value as the trademark value and all associated intellectual property.
Top 25 clubs by brand value (millions of dollars): ==================================================== 1. Manchester United 853 2. Bayern Munich 786 3. Real Madrid 600 4. Barcelona 580 5. Chelsea 398 6. Arsenal 388 7. Liverpool 367 8. Manchester City 302 9. AC Milan 292 10. Schalke 266 11. Borussia Dortmund 227 12. Tottenham 225 13. Inter Milan 215 14. Ajax 184 15. Marseille 168 16. Juventus 160 17. Hamburg 153 18. Lyon 120 19. Aston Villa 87 20. Newcastle 86 21. Roma 85 22. Napoli 85 23. Everton 79 24. Corinthians 77 25. Bordeaux 76
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