Brand Finance estima en 233 mil millones de USD el valor del negocio de los equipos de la NFL
La NFL visita Madrid. Dos marcas de la liga de fútbol americano (NFL) se miden este domingo en el Santiago Bernabéu. El Miami Dolphins tiene un valor de marca de 860 millones de USD y el Washington Commanders de 620 millones de USD, según el último informe de Brand Finance NFL 2025, consultora líder mundial en valoración de marcas.
Según Brand Finance, el Dolphins ocupa la décima posición del ranking de las marcas más valiosas de la NFL, mientras que el Commanders está en el puesto 25. El ranking lo lidera otro año más el Dallas Cowboys con un valor de marca de 3.000 millones de USD, seguido del Philadelphia Eagles con 1.300 millones de USD y en tercera posición Las Vegas Raiders con 1.200 millones de USD de valor de marca.
Pilar Alonso Ulloa, Managing Director de Brand Finance en Iberia (España, Portugal) y Sudamérica comentó:
“A pesar de que el valor total de marca de los 32 equipos de la NFL cayó un 10%, hasta los 26.500 millones de dólares en 2025, estamos ante un gigante comercial cuyo valor supera a todos los equipos juntos de la Premier League y la NBA, y que es 5 veces más valiosa que todos los clubs juntos de LALIGA”.
El valor del negocio de los equipos de la NFL es de 233.500 millones de USD en 2025, de los que el Dolphins aporta 7.200 millones y el Commanders otros 7.000 millones de USD. El Dallas Cowboys lidera con un valor de negocio de 17.500 millones de dólares.
Respecto a percepciones de marca a nivel mundial, solo alcanzan el máximo rating de fortaleza AAA+ el Dallas Cowboys (93/100) y el Philadelphia Eagles (91/100). Respecto a los dos contendientes de este domingo en el Bernabéu, tanto el Dolphins como el Commanders han aumentado sus percepciones este año, obteniendo el Dolphins un rating de fortaleza de AA (74/100) mientras que el Commanders tiene un A+ (62/100).
La localización del evento deportivo en Madrid refuerza el posicionamiento de Madrid que ya consiguió el puesto 17 en el ranking de Brand Finance Global City Index de las 100 ciudades mejor percibidas del mundo en 2024, clasificándose Madrid en sexta posición a nivel mundial por su Cultura y Patrimonio.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
