Real Madrid retains most valuable football brand title

The 10 most valuable club brands account for €14.9 billion, more than 60 percent of the ranking’s total,

Real Madrid remains the world’s most valuable football club brand, while Arsenal has moved into the global top three for the first time as the combined brand value of the 50 leading clubs reached €23.9 billion, according to Brand Finance’s 2026 Football 50 report.

The ranking recorded its strongest annual growth in its 15-year history. The 10 most valuable club brands account for €14.9 billion, more than 60 percent of the ranking’s total, while their combined value has increased 250 percent since 2012.

Real Madrid retains global football brand crown

Real Madrid’s brand value increased 25 percent to €2.4 billion, allowing the club to retain first place for a third consecutive year. It also recorded the highest Brand Strength Index score among the 281 clubs assessed by Brand Finance, with 95.8 out of 100.

FC Barcelona remained second, with its brand value rising 15 percent to €2 billion. Brand Finance linked the increase to the club’s return to Spotify Camp Nou after more than two years away and consecutive LALIGA titles under Hansi Flick.

Arsenal reaches top three for first time

Arsenal climbed five places to third, its highest position in the Football 50, after its brand value increased 28 percent to €1.5 billion. The rise followed the club’s first Premier League title in 22 years and an appearance in the Champions League final.

Arsenal also overtook Manchester United as the UK’s strongest football club brand, recording a Brand Strength Index score of 94.0 out of 100. The Premier League retained its position as the world’s strongest domestic football league brand.

German clubs strengthen their position

FC Bayern Munich climbed to fourth after its brand value increased 21 percent to €1.5 billion, while Paris Saint-Germain remained fifth at €1.5 billion following 10 percent growth.

Manchester City, Liverpool and Manchester United also recorded increases in brand value but each fell one position as faster-growing clubs moved ahead. Chelsea remained ninth with a brand value of €955 million, while Borussia Dortmund returned to the top 10 for the first time in a decade, rising 8 percent to €664 million.

Aston Villa and Stuttgart emerge as challengers

Aston Villa was named Brand Finance’s 2026 Brand to Watch after increasing its brand value by more than 60 percent to €483.5 million. The growth followed three consecutive European qualifications, including the club’s first Champions League appearance in more than four decades and its UEFA Europa League title in 2025/26.

VfB Stuttgart recorded the largest percentage increase in the Football 50, with its brand value almost doubling to €183.5 million. The club’s performance was supported by record revenues, multiple Champions League qualifications and its first major trophy since 2007.

Scott Moore, Head of Sports Services, Brand Finance: "This year’s Football 50 shows just how far the gap has widened between football’s elite and the rest of the pack. A €23.9 billion combined brand value, with the strongest growth we've seen in fifteen years of tracking this ranking, tells you that success on the pitch is translating directly into commercial power off it. Real Madrid's third straight year at the top reflects sustained excellence, but the real story is depth – clubs like Arsenal and Aston Villa show that sporting breakthroughs, when paired with smart brand-building, can move the needle fast.

The European football hierarchy is not standing still. The biggest brands continue to pull further ahead, but ambitious clubs are proving that sustained sporting success can accelerate their journey towards global relevance. Football's biggest clubs aren't just competing with each other; they're competing for attention, loyalty and commercial growth on a truly global scale and, as this year's numbers show, outpacing entire leagues in other sports."

www.brandfinance.com

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