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Juventus remains Italy’s most valuable and top growing football brand in new football ranking

24 May 2022
This article is more than 2 years old.

Juventus (brand value up 25% to €705m) is again Italy’s most valuable football brand thanks to its sustained success over the last decade, according to a new report from leading global brand valuation consultancy, Brand Finance. This brand value is testament to the strong leadership of the club and evidence that a brand built upon solid foundations can withstand short-term disappointment. 

Juventus is confirmed again this year as the Italian club both with the strongest brand, therefore with the greatest ability to influence the choices and opinions of the fans, and the brand of greater financial value, with a weight equal to about 30% of all enterprise value. 

The extreme strength of the Juventus brand, classified AAA in the Brand Finance Football 50 2022, has favored both the improvement of the turnover prospects at the beginning of 2022 and the reduction of the cost of capital, which indicates a reduction in the risk of investments in the club; these factors together with the improvement in long-term growth led the analysts of Brand Finance to estimate the value of the Juventus trademark at € 705 million. 

Thanks to the significant increase of € 140 million year on year, equal to a growth of 25%, Juventus is one of the five clubs whose brand has grown the most in world football. Furthermore, this year the Juventus brand has recovered and exceeded its pre-covid value by 4.4%. Following the strong growth, Juventus is confirmed in 11th place in the Brand Finance Football 50 2022 and significantly reduces the distance with Arsenal in 10th place, which has also grown more than the average of the 50 clubs in the standings, but with an increase limited to 18%. 

The other Italian clubs ranked by trademark value present in the Brand Finance Football 50 2022 are: Inter in 14th place, with an extremely strong AAA- brand rating; AC Milan with a very strong AA + brand rating which, thanks to an excellent growth in value, reached 17th place; Napoli in 27th place with a very strong AA- brand rating; Roma with an AA rating reached 29th place; finally, Atalanta and Fiorentina also enter the standings this year, in 42nd and 50th place respectively. 

The strengthening of the Juventus brand is due both to the improvement in performance in some key indicators and to the optimization of other indicators that contribute to the competitive analysis prepared by Brand Finance, based on the marketing and business data available in the last two weeks. In fact, from what emerges from the survey conducted in April by Brand Finance - among a representative sample of fans in the main European countries, the USA, China and Brazil - Juventus is one of the most loved clubs and with the greatest number of fans; furthermore, data clearly above the average also emerged in all performance indicators; Specifically, Juventus performed very well, for example in terms of stadium quality, perception of club quality, fair play, sponsorships, attractiveness for partners & broadcasters, average attendance of fans in the stadium. Otherwise, he lost points in the investment indicators on the team. 

Massimo Pizzo managing director Italy of Brand Finance states: 

"As for Ferrari and Real Madrid, the good performances of Juventus, in the evaluation of Brand Finance, indicate that the brand of the Turin club is increasingly attractive and influential for fans and sponsors, thus favoring business performance regardless of sporting results". 

Media Contacts

Lorenzo Coruzzi
Valuation Director
Brand Finance

About Brand Finance

Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance for more than 25 years, Brand Finance evaluates the strength of brands and quantifies their financial value to help organizations of all kinds make strategic decisions.

Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 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 over 5,000 brands, surveying more than 150,000 respondents across 38 countries and 31 industry sectors. Combining perceptual data from the Global Brand Equity Monitor with data from its valuation database enables Brand Finance to arm brand leaders with the data and analytics they need to enhance brand and business value.

Brand Finance is a regulated accountancy firm, leading the standardization 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.

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