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Atlético de Madrid
It is a growing team. Since Diego Pablo Simeone took over the bench, the club's progression upwards has been constant. In some seasons more than others but always upwards.
Obviously it was not only a sporting issue, which has been one of the important legs for this (the most important), but has been accompanied by work from the social and economic, marketing and image fields, by the Athletic.
Today it is a club that has nothing to do with the one that was found Simeone. It has increased its employees to more than 500, when it barely exceeded 100 at the time. It has exceeded 120,000 members, it has migrated to a new and modern stadium, it has obtained important sponsors, it has increased its budget to exceed 400 million of euros…
It is still at a distance from the great European powers, the Real Madrid, Barça, Bayern, Juventus, PSG and others, but the growth of the Atlético brand is constant. Today it is one of the most recognizable brands on the entire planet.
In fact, despite the fact that the course has been strange and that it has suffered a setback in the economic field, Atlético has risen one place in the brand image ranking of one of the most prestigious studios in this regard.
We talk about the classification of the specialized consultant Brand Finance Football, which has released, as annually, its report on the quality of club brands.
In this sense, the Atlético de Madrid he is 13th, when a year ago he was 14th. It is a ranking in which it is difficult to climb and in the case of Atlético it has succeeded. In the past year, for example, its growth was almost 30% with more than 108 million euros of rise as a brand value.
The brand value Atlético de Madrid for those responsible for Brand Finance Football it is close to 500 million euros. In any case, far from Real Madrid and FC Barcelona, which occupy the first two positions with 1,419 million and 1,413, respectively. In the case of the white box it remains at the front of the table but has lost almost 14% of value compared to last year. In any case, Atlético also doubles the Spanish teams that follow.
The third in the ranking is the Manchester United, with an estimated value of 1,314 million euros. The fourth, the Liverpool, which climbs six positions after achieving the Champions in the past year and is already at 1,262 million. And the fifth is the Manchester City which has lost 10.4% of value.
METHODOLOGY
From a more global point of view, the presence of Escorduroy among the most valuable soccer brands it is great. There are eight Spanish clubs among the 50 most valuable brands and all of them add up to 20% of the world total in terms of value, close to 4,000 million euros and only behind England, which doubles that amount, up to 8,578 million euros.
According to the authors of this report, “the value of the brand is essentially the cost that a third party would have to pay to license the use of a brand.” “The brand strength analysis is used to determine the royalty rate that should be paid in that scenario. Brand strength analysis compares brand strength, risk, longevity, and future potential relative to the competition. This takes into account financial metrics like revenue mix and growth, soccer specific marketing metrics like titles, team value, club heritage, Kickdex, the classification of the coefficient of the UEFA and the average attendance at their stadium, among others ”.