Liverpool have moved ahead of rivals Manchester United as the Reds’ on-field success in recent seasons has seen the club’s brand value soar into the billions.
After seeing their brand hit hard by the pandemic in the May 2021 report, where the Reds finished sixth, Liverpool have seen their brand value over the past 12 months improve by 31%, taking them to 1 £.1 billion, a figure which is now higher than Manchester United, with the Old Trafford side seeing an 11% drop in their own brand value over the past year.
Livepool’s rise from Manchester United has been driven by the Reds’ on-field success and the lack of such on-field achievements for United, a club that has never been below third place on the list. from Brand Finance analysts. started compiling the list.
Brand Finance data shows Liverpool have seen the strongest growth in brand value over the past 12 months, seeing their brand value reach a score of 92.9, achieving a AAA+ brand rating, increasing by 3 .9 points this year – more than any other Top Ten club.
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The Brand Finance Report commented: “Part of this is down to the clear and positive turnaround in ownership following the ESL (European Super League) fiasco, but also strong performance in the league and cups – Liverpool have played in every game possible in 2021/22 as they won both of England’s domestic cups and reached the Champions League final for the third time in five years The club are also more likely to be seen as innovative and enjoying a good reputation in English football.”
Two of the teams above Liverpool, who now occupy fourth place in the list, both recorded figures similar to those of the Reds, albeit slightly higher. Barcelona and Manchester City, both valued north of £1.1billion, are neck and neck with Liverpool.
The rest of the top 10 is made up of Bayern Munich, Paris Saint-Germain, Tottenham Hotspur, Chelsea and Arsenal.
Each year, brand valuation consultancy Brand Finance tests 5,000 of the biggest brands and publishes around 100 reports, ranking brands across many industries and countries. The 50 most valuable and strongest brands in the football industry are included in the annual Brand Finance Football 50 ranking. This assessment, generated by professional accountants in accordance with ISO brand valuation standards, seeks to estimate the net economic benefit that a brand owner would obtain by licensing the brand in the open market.