City is the club with the most valuable brand in the world, Napoli is growing rapidly

Manchester City dethroned Real Madrid to become the club with the most valuable brand in the world . The English club increased its value by 13%, rising to €1,5 billion, overtaking the 'blancos', whose value decreased by 4%, falling to €1,46 billion.

Manchester City's brand value increased by 34% compared to pre-Covid, reaching an all-time high this year. To calculate the brand's monetary value, Brand Finance takes into account financial performance and the brand's influence on fans' choices.

Brand Finance determines the strength of the brand through a competitive analysis that compares the management of investments that impact on image & reputation, the return on image & reputation and finally the relative return in business performance. The analysis was also conducted thanks to a survey conducted on a sample of over 10.000 fans representative of the main European countries, Brazil, China and the USA.

While Manchester City has surpassed Real Madrid's brand value this year, Real Madrid remains the world's strongest brand. Brand strength is what attracts fans, players, investors, and sponsors, both by increasing the value of both clubs and sponsors, and by reducing the risk of reduced profits due to poor sporting performances. With a 33% growth, AC Milan's brand value is the fastest-growing club in the world for the second consecutive year, reaching a value of €358 million, moving them up from 17th to 15th place in the 2023 rankings.

AC Milan performed very well this year, reaching the Champions League semi-final and finishing fourth in Serie A. This year, AC Milan is also the brand that has strengthened the most thanks to a growing matchday experience, improved sporting performances at the European level, increased appeal to sponsors and broadcasters, as well as significantly improved financial performance.

Naples, a brand in great growth from 27th to 18th place in the world

From 27th to 18th place in this year's ranking, thanks to a 31,5% growth, the Naples brand reached a value of 240 million euros, making it the second fastest-growing brand in the world.

Thanks to their continued success on the pitch, Napoli won the Scudetto this year, thus qualifying for next year's Champions League. During De Laurentiis' twenty-year management , total revenues have reached nearly 3 billion euros.

The trend in brand value from 2011 to today is testament to the success and hard work: Napoli's brand value has grown 275% since 2011, adding nearly €180 million in trademark value alone. This year, Roma is also performing well , with a 13% increase in brand value, joining AC Milan and Napoli as one of the top 10 fastest-growing brands in the world.

With a brand value of €204 million, Roma climbs from 29th to 21st place this year. Juventus , with a brand value of €631 million due to a 10% loss, confirms its 11th place in the Brand Finance ranking and first among Italian clubs.

Inter confirms itself in 14th place with a brand value of 509 million euros thanks to an increase of 3%.