Real Madrid CF (brand value up 19% to €1.5 billion) has achieved a rare double by retaining its title as the world’s most valuable football club brand for the fourth consecutive year and winning the additional title of strongest football brand in the world for the first time.

Real Madrid has added the pair of titles to its wellstocked title cabinet following a season where the team have won the Spanish league, LaLiga, and reached the final of the European Champions League.

Real Madrid’s 19% increase in brand value this year was driven by a combination of improved brand strength and a positive revenue trajectory. This is a strong and promising reversal from the 10% slump in brand value last year, which was depressed by COVID-19 uncertainties and weaker fan sentiment due to the thenfloundering plan for a European Super League.

In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance.