Liverpool have leapfrogged rivals Manchester United as the success on the pitch for the Reds in recent seasons has seen the value of the club's brand push into the billions.
Having seen their brand badly impacted by the pandemic in the May 2021 report, where the Reds placed sixth, Liverpool have seen their brand value over the last 12 months improve 31 per cent, taking them to £1.1bn, a figure that is now higher than Manchester United's, with the Old Trafford side having seen an 11 per cent drop in their own brand value over the course of the last year.
The rise of Livepool's compared to Manchester United's has been driven by the success on the pitch of the Reds, and the lack of such on-pitch achievements for United, a club that has never previously been below third in the list since analysts at Brand Finance began compiling the list.
Brand Finance's data sees Liverpool having recorded the highest growth in brand value over the past 12 months, seeing their brand value reach a score of 92.9, securing a AAA+ brand rating, increasing by 3.9 points this year - more than any other club in the Top 10.
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The Brand Finance report commented: "This is partially due to the clear and positive reversal from ownership following the ESL (European Super League) fiasco, but also strong performances in both the league and cups – Liverpool have played in every game possible in 2021/22 as the they claimed England’s two domestic cups and have reached the Champions League final for the third time in five years. The club is also most likely to be seen as innovative and holding a good reputation in English football."
Two of the teams above Liverpool, who now sit in fourth place in the list, have both recorded similar figures to the Reds, albeit slightly higher. Barcelona and Manchester City, both at valuations north of £1.1bn, are pretty neck and neck with Liverpool The top spot is taken by Real Madrid once again, with the Reds' Champions League final opponents this weekend sitting at a £1.3bn brand valuation.
The rest of the top 10 is made up of Bayern Munich, Paris Saint-Germain, Tottenham Hotspur, Chelsea and Arsenal.
Every year, brand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test, and publishes around 100 reports, ranking brands across many sectors and countries. The football industry’s top 50 most valuable and strongest brands are included in the annual Brand Finance Football 50 ranking. This valuation, generated by professional accountants in compliance with ISO brand valuation standards, seek to estimate the net economic benefit that a brand owner would achieve by licensing the brand in the open market.
