Not Surpisingly – Newcastle’s Global Brand Value Declines

Bayern Munich now has the biggest brand value of any football club in the world,  after winning the Champions League on Saturday, when they beat fellow German side Burussia Dortmund 2-1 at Wembley.

They have beat out Manchester United in the global rankings, who won the title last year, and the brand value of the top German club is listed at £574M – which is an increase of 8% over last year,  while Manchester United’s brand value is £559M, which is a drop of 3%.

Real Madrid was third at £415 and Barcelona fourth at £382.

But what is a little alarming is the way that Newcastle United have dropped in the ratings,  going from 20th place at £57M last year to 30th this year and £53M – a fall of £4M – which is not too bad in terms of value, a decline of just over 5%, but it’s a big drop in terms of placement.

Brand Finance Plc come out with these ratings every year – and it’s a measure of the strength of the band, and how well it’s known around the world, much like is done for the major global brands such as Coca Cola, Apple, Google and IBM – to name four well known global companies.

Here are the top 20 teams in terms of brand value in £M:

1. Bayern Munich 574
2. Manchester United 559
3. Real Madrid 415
4. Barcelona 377
5. Chelsea 280
6. Arsenal 255
7. Liverpool 241
8. Manchester City 221
9. AC Milan 180
10. Borussia Dortmund 150
11. Schalke 149
12. Tottenham 146
13. Juventus 120
14. Ajax 108
15. Inter Milan 101
16. Hamburg 83
17. Galatasaray 77
18. Olympique Marseille 74
19. Corinthians 69
20. Napoli 67

Newcastle are 10 places further down on £53M.

This is just one measure of how well Newcastle are doing on a global basis – and the other two important measurements are where we rank in terms of revenue – measured by Deloitte every year and we were 20th – and where we rank in terms of “Most Valuable Clubs” by Forbes Magazine – and again we were 20th.

This is nothing that a top six finish in the Premier League next May will not immediately put right. 😀

Here’s hoping.

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30 comments so far

  • naptoon

    May 29, 2013 at 1:59 PM

    Comment #1

    this list is formulated on things such as potential to grow, risk to investors … in other words speculation and guess work. its got no basis on figures unlike delloitte.

  • DubaiMicky

    May 29, 2013 at 2:00 PM

    Comment #2

    Well after last season’s debacle you would hardly have thought we’d have gone up would you.

    We need a global marketing strategy in place, we need to tour the Far East, China for example, get the guys there wearing our (fake) shirts, and really push the brand.

    There’s only the Far East/Asia and America really available to grow in,. Everywhere else football/soccer is established.

    So Mr. Ashley – do a pre season tour of China, hand out a free shirt (that you get made there) to all the attendees of the game, don’t charge for the seats.

    It’s the way to go.

  • Sazzer

    May 29, 2013 at 2:01 PM

    Comment #3

    Alessandrini and Payet in negotiations with OM.

  • Spoof

    May 29, 2013 at 2:02 PM

    Comment #4

    I couldn’t care less, we could be ten times richer and we would still get outbid for players by the likes of West Ham, money issues really do annoy, all we get is how much we are bringing in with plenty of gloating, but very little when it comes to spending.

  • Spoof

    May 29, 2013 at 2:05 PM

    Comment #5

    what we need is a new owner, a clubs value usually increases when they become successful on the pitch, if your perceived to be a big successful club your status will increase

  • Hatem's better than Messi

    May 29, 2013 at 2:07 PM

    Comment #6

    If Ashley employed top industry recognised professionals instead of people he met in casinos, then we’d have a footballing MD and a top drawer internationally renowned manager.

    Employ muppets on the cheap and this is what six years of progress looks like.

  • solano

    May 29, 2013 at 2:08 PM

    Comment #7

    The more pertinent point is we have the 526th richest man on the planet running the club like a whelk stall…a book balancing, profit-making enterprise, but a whelk stall all the same.

  • Hatem's better than Messi

    May 29, 2013 at 2:11 PM

    Comment #8

    Yes a new owner with a bit of ambition would go down a treat.

    Time to sell up Ashley? Do us all a favour and go.

  • Hatem's better than Messi

    May 29, 2013 at 2:13 PM

    Comment #9

    Don’t forget to take your casino buddy and your puppet with you.

  • G

    May 29, 2013 at 2:15 PM

    Comment #10

    Back to the subject matter, I really couldn’t care that our global brand is worth less this year. I mean, the biggest investor we have for the new season is Wonga. Does it matter where we finish on that list? Clearly the Wonga deal is no indication of the fact that we exist in the top 30 global football brands.

  • Ian Toon

    May 29, 2013 at 2:19 PM

    Comment #11

    solano- the article was too good to miss. I can’t
    reasonably accuse you of not talking about something
    other than the owners lack of ambition for our club.

  • Ian Toon

    May 29, 2013 at 2:29 PM

    Comment #12

    Ashley may not be overly ambitious
    but you can’t reasonably say he has
    got the club in a state of stagnation
    and drift. Criticism of him revolves
    around his poor timing for investment.
    When it comes to football he’s a slow
    learner but he is learning. Just not at
    the pace we would like. Your more
    used to trophy signings. I do have a
    feeling that Ashley/Llambias would
    get immense satisfaction from
    screwing Liverpool twice over where
    AC is concerned. Brinkmanship till the
    nigh on closing of the window.

  • banjax

    May 29, 2013 at 2:36 PM

    Comment #13

    As I said in previous posts, if we invest in mediocrity – mediocrity is what (we have) we will get and the figures now show our decline as a club in the football rankings. Nobody says that we should spend money like water, but I would rather have a small highly skilled squad than an average ability squad and lots of them. We will never win anything unless we invest in better quality. Sad but true.

  • DubaiMicky

    May 29, 2013 at 2:38 PM

    Comment #14

    I agree Ian. The club is being run like a business, and business from whelk stalls to BP and everywhere in between need to be run at a profit.

    With the FIFA rules coming in then it’ll stop the Sheikhs (I’ve met a few in my time here and most are very humble – Mansour isn’t), or the Russians buying the leagues by buying the biggest players and then doing dodgy deals with their brother’s alleged company (Etihad anyone)? for a massive payment (Both owned by Abu Dhabi Government) to try to circumvent the rules.

    I think you should leave Ashley alone, the club is in a lot better place now than it was when the Halls and Shepherd were spouting off about ripping off their fans in a sauna.

  • solano

    May 29, 2013 at 2:38 PM

    Comment #15

    Ian T..I don’t like whelks.
    Are you a barnacle now?

  • wynsleap

    May 29, 2013 at 2:38 PM

    Comment #16

    The Newcastle brand value keeps going down under Ashley – this time next year 40th in the list?
    Everyone is overtaking us it would appear both in brand value and performance on the field.
    The Chronicle would have us believe through their poll that the fans are behind Ashley. Can’t for the life of me understand why.
    Won nothing in his time here – had one relegation and just escaped another by the skin of his teeth. His manager is tactically inept and the youth programme is bringing nothing through.
    Only one way this club is going and that is heading downwards while the likes of Swansea and Wigan pick up trophies and West Brom, Southampton and Stoke are above us in the league.
    But we’ve got a good balance sheet – wahey!

  • DubaiMicky

    May 29, 2013 at 2:39 PM

    Comment #17


    Just to add, the fact we were not successful on the pitch last season surely proves your point!

  • solano

    May 29, 2013 at 2:42 PM

    Comment #18

    haha…MickyDubz…another exile who thinks we are going places! Incredible!
    The club has drifted so much that we are on a par with Sunderland…the only difference is, that some (SOME) of our fans can spot a good player and want us to compete at the ‘business end’ of football competitions.

  • wynsleap

    May 29, 2013 at 2:49 PM

    Comment #19

    The global brand value of the Toon will be 40th next season? The only way this club is going, under the current owner, is downwards, both in global value terms and performances on the pitch.
    In the shortish Ashley has been here we have already suffered one relegation and just escaped another by the skin of our teeth.
    He has a useless non-football MD and a clueless manager presiding over a confused squad playing awful, unattractive hoofball, as well as a youth programme bringing nothing of note through.
    We’ve also seen other clubs like Wigan and Swansea win trophies whilst the likes of West Brom, West Ham, Stoke and Southampton have a better league placing.
    But hey, why worry – we have a good balance sheet.

  • wynsleap

    May 29, 2013 at 2:51 PM

    Comment #20

    Sorry – shortish time

  • Ian Toon

    May 29, 2013 at 2:55 PM

    Comment #21

    Solano- it’s not black n white there are shades of grey. We’re more Arsenal than the other CL challengers. It would be nice to send out a message of intent by buying 3 x £ 15 million players -2 ST and an attacking midfielder. That would revolutionise the side and allay fears
    Of the better players leaving. As it is we have to work more on the PR side of the club and manage expectations. It is that aspect which more than anything else makes me think of whelk stall holders. I would love to have Chris Mort or his type back. Keep on truckin.

  • DubaiMicky

    May 29, 2013 at 2:57 PM

    Comment #22


    Would you rather us lose 5:4 each week and play great football or scrape a 1:0 witch crappy football?

    The fans want something – to be entertained – the owners want something else – profit and value.

    Is there a happy medium? I don’t know, but I’d love it, love it, if there was.

  • wynsleap

    May 29, 2013 at 3:07 PM

    Comment #23

    Micky – you should know by now that there is never a happy medium as far as the Toon is concerned.

  • DubaiMicky

    May 29, 2013 at 3:09 PM

    Comment #24

    yeah, fair comment wynsleap, feast or famine – why is it always famine and delusional dreams?

  • chuck

    May 29, 2013 at 3:17 PM

    Comment #25

    Expand the brand name ?
    Ermm ! and who is gonna do that, our GM Llambias ?
    Are you serious, the guy’s a moron.
    Ashley makes all the decisions.
    And until, he realizes, what he doesn’t know and hires some knowledgeable help, in the role of GM/Director of football.
    Nothing will change.
    And while other clubs are travelling about the globe, in an attempt to expand their brand names.
    What are we doing, ermm! we gotta game against Blackpool I think?
    Wonder how many shirts we can sell in Blackpool ?
    But then, aint my money !

  • chuck

    May 29, 2013 at 3:23 PM

    Comment #26

    Dubai Micky

    We have gone from twentieth to thirtieth in the list of brand name clubs and presently have more debt that we had under the previous regime.
    (debt to Ashley, but debt never the less)
    But you conclude we are financially sounder, care to explain that ?

  • DubaiMicky

    May 29, 2013 at 3:24 PM

    Comment #27

    Exactly Chuck.

    Go to where the market is – why do you think Shitty and Chelsea played last week in USA, why do manure play in the far east?

    It’s not like they like sushi is it?

    Why can’t the bosses see that? I can sat in the Middle East.

    Beggars belief.

    However on a positive point, I’ve been to many an expat bar in amany a far flung city in the world, and in pretty much EVERY bar, i’ve always found a Toon fan.

    We’re Geordies, we’re everywhere.

  • mindshaft

    May 29, 2013 at 4:18 PM

    Comment #28

    To be honest this list is rubbish, if they are talking about global brand then surely getting to the Europa league qtr finals has increased awareness of Newcastle, we were on T.V less from a premiership perspective but I’m not sure clubs like Napoli and Galatasary were shown on a global basis more than Newcastle

  • sirjasontoon

    May 29, 2013 at 6:04 PM

    Comment #29

    As long as Sports Direct is going global that is all that matters.
    Saying that after we play Blackpool I expect the NUFC brand to be soaring like the Blackpool Tower.

  • Dragon64

    May 30, 2013 at 9:37 AM

    Comment #30

    Not too bothered about list and where we stand. The only list that matters is where we finish in premier league list. Success brings with it growth any billionaire will tell you that. He just needs to add players that excite the fans which will lead to a rush for season tickets no players added will mean slow rise in renewals of season tickets not rocket science. Wish I was a billionaire but never mind.
    As for manure 2nd a team that is 3/4 of a billion in dept . Nothing said so if they have a couple of crap season under there new manager can what’s the odds on them being relegated now that would put a smile on a lot of ppl’s face’s :))))))))))


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