The new Brand Finance report sees Real in the lead to 1.9 billion. The greats of the Serie A are worth between 400 and 500 million
Inter growing by 5%, stable Milan, Juventus down by 13%. It is the trend of the brands of the historic big names in the Serie A, according to the new report by Brand Finance, a leading consultancy firm in the evaluation of the brands globally. The Italians accumulate further delay from European competitors. Real Madrid, the first football brand in the world at 1.9 billion euros, has in fact recorded an increase of 14%, while Barcelona, according to 1.7 billion, rose by 11%. Both received the Massimo rating, AAA+ for the strength of the brand, with scores respectively of 95/100 and 94/100. In absolute values, our teams are clearly distant: 505 million Juve, 479 Inter, 401 AC Milan, all out of the European top ten and with a strength of the brand much lower than the elite (85/100 Juve, 82/100 Inter, 81/100 Milan). Among other Italians, it should be noted +11% of Napoli, +15% of Rome and +9% of Bologna.
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Lorenzo Coruzzi, Valuation Director of Brand Finance explains: “Italian football is going through a phase of profound transformation, both inside and outside the field. Serie A, among the most prestigious leagues in Europe, stands out for its historical legacy, but faces a crucial challenge: it is the only one among the European top five not to boast a football brand with a value higher than the billion of euros. strengthen commercial competitiveness “. Analysts invite Italian clubs to invest more in the construction and promotion of their brands, to try to fill the gap with the greats of Europe. They do not help the recent performances of the national team, which risks missing the third world in a row. “The performances of Italy – says Coruzzi – deeply influence the entire football ecosystem. The lack of qualifications at the World Cup and the elimination of the eighth of Euro 2024 have weakened the optimism of the fans. According to Brand Finance, only 24% of Italians consider the ambitious and competitive national team: the lowest figure among the main European nations. The general appreciation index is also to the historical minimal. growing disconnection between the team and the public, which could hinder commercial growth in the long run “.