Champions League glory was not enough for Real Madrid to topple Bayern Munich as the world’s most valuable football brand.
The German giants have retained their spot at the sport’s biggest name after experts valued the brand at £531million.
The Brand Finance Football 50, released today, is an annual study conducted by leading brand valuation and strategy consultancy Brand Finance.
Football’s biggest clubs are put to the test to determine who commands the most powerful and valuable brands.
For several years Manchester United held sway as football’s most valuable brand.
However in 2013, Brand Finance anticipated the likely dip in performance and prestige resulting from Sir Alex Ferguson’s departure, allowing Bayern Munich to claim the top spot.
With just such a nightmare season having come to pass this year, United’s value has fallen further – the 2014 brand value of £439million is down £58million on last year, its AAA+ brand rating has slipped to AAA and it has fallen into 3rd place as Real reap the rewards of Champions League victory.
A spokesman said: “United’s 7th place Premier League finish means Chevrolet has had to put the brakes on its plans to use sponsorship of the club as a way to push its brand in Europe.
“It has decided to pull the brand out of the continent altogether from 2015. For now, the brand equity founded on years of glory, shrewd commercial management and stewardship of the brand is shielding United from a more dramatic drop.
“However another season in the wilderness, outside the Champions League, will see brand value truly plunge, and leave few sponsors willing to do a deal with the Red Devils.”
The balance of power at the top of the English game is shifting decisively to the blue side of Manchester. City has won the title for the second time in three years and won two trophies just this season.
On pitch success is rapidly building the value of the brand; following 53% growth, City’s brand value now stands at over half a billion dollars and over £300million.
Provided it can navigate further significant sanctions for breaches of financial fair play regulations and manage with a restricted squad in Europe, City’s brand could soon be a far more enticing prospect than United’s for sponsors and fickle international fans.
Indeed, City’s owners are already expanding the brand internationally.
Celtic were the only Scottish club to make the top 50, coming at 37th. The experts valued the Parkhead club’s brand at £50million.