Man United smash $1bn brand barrier

LONDON. — Manchester United have beaten Bayern Munich and Real Madrid to reclaim their position as the biggest brand in world football, becoming the first club to pass the $1 billion mark.

Despite another season without silverware, United have overcome Europe’s big-hitters at the top of The Brand Finance Football 50, according to a study released yesterday.

The Red Devils are now worth just over $1.2 billion, almost $300million more than second-placed Bayern. Real Madrid, Manchester City and Chelsea round out the top five.

Barcelona’s Champions League final victory over Juventus on Saturday alone added $28 million to their brand value, but could not stop them falling two places to sixth below Manchester City and Chelsea although their second treble triumph in six years will probably ease their pain.

Brand Finance CEO David Haigh said: “Manchester United’s success has been masterminded by Ed Woodward, the Cristiano Ronaldo of football’s commercial sphere.

“As Sir Alex Ferguson developed United’s world-beating reputation, Woodward (and United’s owners the Glazers) capitalised on the brand’s growing power to establish a worldwide fan-base and a range of sponsorship deals unrivalled in their number and value.”

United also received another boost to their financial potency thanks to the record-breaking new UK broadcast deal for English Premier League rights commencing from the 2016-17 season worth $7.8billion.

Southampton, thanks in part to their recent successes under Mauricio Pochettino and Ronald Koeman, are this year’s fastest growing brand. The Saints’ brand value is up 89 percent to $183 million.

While West Ham are another club to benefit from the windfall. The Hammers’ 86 percent growth puts them in the top 20 for the first time, with a brand value of $209 million. And they are set to get even bigger over the next few years as they prepare for a move to the Olympic Stadium in 2016.

Despite their run to the Champions League final and domestic double in Italy, Juventus have missed out on a place in the top 10. They are the highest-ranked Italian Serie A club in 11th place.

Overall, the top 50 is made of 17 of 20 clubs who were in the English Premier League last season. Unsurprisingly it is the relegated trio of Hull City, Burnley and QPR who missed out. While nine of the teams are from Germany, seven from Serie A, just five from Spain, four from France and eight from other league’s including Portugal, Scotland, Turkey and Brazil.

Meanwhile, Robin van Persie has brazenly revealed that Manchester United will spend upwards of £200million this summer in a bid to challenge for the English Premier League title.

The striker, whose own future at Old Trafford is shrouded in doubt, believes Louis van Gaal will be given the funds required for a second season running.

Van Gaal wasn’t actually in the manager’s chair when United splurged some of their tens of millions on talent last summer, but did sanction the deals ahead of taking over from David Moyes.

Those included the British transfer record capture of Angel di Maria, who cost £59.7m, and the expensive loan signing of Radamel Falcao, who the club opted not to land permanently after a dismal season.

Ander Herrera, Luke Shaw, Marcos Rojo and Daley Blind all came through the doors at Carrington, with Van Gaal delivering a return to the Champions League as a result.

But those in Manchester want to go one step further this time around, with Van Persie left in no doubt there is serious money to spend.

“United spent £200m on players last year and they are going to spend another £200m this summer so we will have a team that can compete for the title,” the Dutch striker said.

Van Gaal is under no illusions that they must bridge the gap between themselves and this year’s winners Chelsea, who eventually finished 17 points clear of the Reds.

And United know they need more firepower to lessen the burden upon Wayne Rooney.

Van Persie, however, may not be there come August and remains a target for Champions League runners-up Juventus.

And the 31-year-old admitted he is desperate for more game time having started just once since the middle of February.

“It is my ambition to play as many games as possible (next season). I feel fitter than ever,” Van Persie added, having played in Holland’s shock 4-3 home friendly defeat against the USA.

“And I know that the more games I play, the more it will help me prepare for the European Championships (in France) next summer.

“I will take everything into consideration when I decide on my future and I know I have to be realistic about the situation.” — Mailonline.