To calculate brand values the Royalty Relief method was used. This approach assumes the company doesn't own their brand and must license it from a theoretical third party. The method determines how much it would cost to do this.
Most valuable football brands - additional information
Bayern Munich, who won the Bundesliga title and the German Cup during the 2013/14 season, were named the most valuable football brand for the second year running in 2014 with an estimated worth of 896 million U.S. dollars, according to the Brand Finance Football 50 rating.
In second place behind the German champions is Real Madrid, who won the Champions League final against their inter-city rivals, Atlético Madrid, and the Spanish Cup, beating Barcelona in the final. The club’s brand gained 147 million U.S. dollars in value on the previous year and already has the biggest sales of any football team. The purchase of Gareth Bale from Tottenham Hotspur in 2013 for a world record fee of over 130 million U.S. dollars has helped Real Madrid climb to second in the table ahead of Manchester United.
Indeed Manchester United’s value dropped 98 million U.S. dollars compared to 2013, partly due to the retirement of Sir Alex Ferguson and the subsequent unsuccessful season under David Moyes. Having previously been football’s most valuable brand for several years running, United’s value now stands at 739 million U.S. dollars.
French side Paris Saint-Germain made the most significant jump in the table, boosting its brand value from 24th in 2013 to 10th in 2014. This can be attributed to the club winning both the French championship and the league cup and to several high-profile signings, such as Zlatan Ibrahimović and Thiago Silva, purchased after the club was bought by Qatar Sports Investments in 2011. PSG as a brand is now worth 324 million U.S. dollars against 84 million U.S. dollars in 2013.