Nuevos datos de Brand Finance en castellano: El valor de todas las marcas de fútbol de LALIGA asciende a 5,2 mil millones de euros en 2025
MADRID, 2 de septiembre de 2025 - El Real Madrid y el FC Barcelona son las dos marcas de clubes de fútbol más valiosas y fuertes del mundo, según un nuevo informe de Brand Finance, la consultora líder de valoración de marcas del mundo.
El valor de la marca del Real Madrid aumenta un 14% alcanzando los 1.900 millones de euros. Este crecimiento es notable, a pesar de la temporada discreta del club, destacando el rol que juega una marca fuerte y valiosa en fomentar la resiliencia de un club y mantener el crecimiento a largo plazo. El Real Madrid también tiene el mayor valor empresarial, 6.000 millones de euros.
El valor de marca del FC Barcelona escala a la segunda posición del ranking mundial aumentando su valor de marca un 11% hasta 1.700 millones de euros, lo que señala el impacto de una buena temporada 2024/25 y el avance sostenido en la superación de sus dificultades financieras. El Manchester City FC desciende a la tercera posición del ranking con un valor de marca de 1.450 millones de euros.
A nivel local, el Club Atlético de Madrid, con un valor de marca que alcanza los 540 millones de euros, revalida su posición como la tercera marca de club de fútbol español más valiosa. El Athletic de Bilbao aumenta un 27% el valor de su marca hasta los 160 millones de euros, pero está aún lejos del pódium.
El valor de las marcas de todos los clubes de LALIGA asciende a 5.200 millones de euros. El valor total del Real Madrid y el FC Barcelona representa el 70% de ese valor, lo que evidencia una fuerte concentración del valor de marca en estos dos clubes.
Pilar Alonso Ulloa, Managing Director de Iberia (España, Portugal) y Sudamérica de Brand Finance comentó:
“El Real Madrid y el FC Barcelona se han convertido en potencias culturales globales - marcas que trascienden el fútbol y superan incluso a gigantes como YouTube y Coca-Cola en términos de fortaleza de marca. Su éxito combina herencia deportiva, alcance global e innovación comercial implacable. Desde los ingresos récord del Real Madrid y sus fichajes estelares hasta la cantera de talento del FC Barcelona y sus asociaciones estratégicas, ambos clubes demuestran que la fortaleza de la marca no sólo se trata de prestigio, es un motor clave del rendimiento comercial y del éxito a largo plazo en el fútbol mundial.”
A nivel mundial, sólo siete marcas de clubes de fútbol alcanzan el rating de fortaleza AAA+ en base a la investigación de mercado realizada por Brand Finance a 14.000 encuestados en 14 países, de los cuales 1.000 aficionados residen en España: Real Madrid CF (94.9/100), FC Barcelona (94.2/100), Manchester United FC (93.2/100), Arsenal FC (92.8/100), Liverpool FC (92.8/100), FC Bayern Múnich (92.3/100) y Chelsea FC (90.1/100). Lo que distingue a estos clubes es su fuerte percepción global, que apoya su fortaleza doméstica. El Real Madrid es la marca favorita del mundo, tanto a nivel global como a nivel local en base a la investigación de mercado realizada.
La Premier League es la liga deportiva más valiosa del mundo en términos de valor de marca, con un valor total de sus diez principales marcas que suma 8.200 millones de euros, más de un tercio (37%) del valor total de los 50 clubes más valiosos del mundo, y con seis equipos en el entorno de los 1.000 millones de valor de marca: Manchester City (1.400 millones de euros), Liverpool (1.400 millones de euros), Manchester United (1.200 millones de euros), Arsenal (1.200 millones de euros), Chelsea (961 millones de euros) y Tottenham Hotspur (798 millones de euros).
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.
