Spanish giants Real Madrid have been rated as the most valuable football brand in the world for a third straight year by the 2021 Brand Finance.

Despite suffering a 10% drop in its brand value, the Spanish giants head the world rankings with a €1.27 billion valuation, ahead of La Liga rivals Barcelona who are valued at €1.26bn.

In its report, Brand Finance notes that Real Madrid “have consistently been able to secure Champions League qualification year after year. This consistent influx of Champions League revenues and status has played a central role in the club’s overall success”.

Six of the top 10 ranked clubs in the Football 50 2021 report are Premier League outfits. Manchester United are third in the rankings and are England’s most valuable brand club at €1.13bn, just 1% higher in brand value than Premier League champions Manchester City (€1.19bn), who are fourth overall.

United suffered a 14% decline in brand value this year.

The failed European Super League project has negatively impacted the brand strength of the 12 founding clubs, eight of which are in the top 10 on the list. The ESL controversy knocked €600 million off brand values.

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