Football Club Brand Analysis 2024

Uncovering the Digital Strategies Driving Success for Europe's Top Football Clubs

About this whitepaper

In the fast-paced world of football, digital presence has become just as critical to success as on-pitch performance. As competition among Europe’s most valuable clubs intensifies, the ability to harness digital strategies is now a key driver of brand value and global fan engagement.

‍Here, we provide a snapshot of the Comprehensive Digital Due Diligence of football clubs, showcasing key trends and insights. For an in-depth look at actionable strategies from the most valuable football club brands lore the Overall Digital Landscape Rankings, we recommend downloading the full report.
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‍This analysis, based on data collected in March 2024, leverages Brand Finance's Football 50 (2023) report to assess the digital strategies of Europe’s top 15 football clubs by brand value.

While renowned clubs such as AFC Ajax and SL Benfica have storied legacies, this selection focuses on those currently leading in brand valuation. Notably, Everton replaced AC Milan in 2023, prompting a detailed evaluation of AC Milan in this year's study.
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The core objective of this white paper is to examine how effectively these clubs deploy digital strategies to enhance their brand positioning in an increasingly competitive digital landscape. We also explore the correlation between digital execution and brand value, offering actionable insights for stakeholders.

This report serves as an introduction to the key pillars of Digital Due Diligence (DDD), providing a framework for understanding its potential business impact. A full DDD analysis delves deeper into a broad spectrum of business-specific data, offering a holistic view of digital performance.

But who is taking home the Digital Championship Cup?

Make your bets now. Big reveal in the full white paper

Social media landscape

Real Madrid and FC Barcelona continue to dominate social media presence, each exceeding 300 million followers, with Real Madrid surpassing Barcelona in 2023.

Over the past year, Instagram saw a significant 27.71% growth, positioning it as the leading platform, outpacing Facebook.

The rise in video platform followers, particularly on TikTok, reflects the increasing importance of video content consumption, driven by Generation Z trends.

Real Madrid, FC Barcelona, and Manchester United consistently rank as the top clubs in social media performance, with Real Madrid leading on Facebook and Barcelona excelling on YouTube.

Organic and webpage performance

In 2023, both mobile and desktop performance scores improved significantly compared to the previous year. Mobile performance saw an increase from an average score of 20 to 70, while desktop performance rose from 59 to 79.

Paris Saint-Germain’s website now offers the best user experience, according to Google’s speed and performance benchmarks.

Real Madrid and Manchester United lead in organic digital penetration, consistently attracting the highest number of organic website visits. Additionally, Manchester City, Bayern München, and Liverpool have demonstrated notable progress in organic traffic growth over the past year.

Digital brand strength

In 2023, Arsenal, Manchester United, and AC Milan have made the most significant impact on the football landscape.

The average digital popularity growth rate for the analyzed clubs reached 24.69%, the highest in the past five years. Bayern München and Manchester City led this growth, with both clubs surpassing a 68% increase in digital popularity.

Real Madrid, FC Barcelona, and Liverpool rank as the top three clubs in terms of brand search volume, while Manchester City emerged as the most valuable football club brand globally in 2023, with Real Madrid and Barcelona following closely.

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This is not the first time we have gotten excited about football club branding. Last year we published a revived visual identity and UI/UX concept of the English Newcastle United FC. And now, our distinct approach is being featured in the Best Football Designs category by Best Design Awards.

Why you need this report

In today's digital-first world, understanding the interplay between digital strategies and brand value is crucial for any football club or stakeholder.

This report not only highlights the current standings of top clubs but also provides actionable insights that can guide your digital initiatives and strategies.

What's inside

Detailed analysis of social media performance and trends.

Comprehensive evaluations of webpage performance metrics.

Insights into organic search strategies and their effectiveness.

A thorough overview of digital brand strength and its implications for future growth.

Provides a detailed overview of the digital performance and footprint of the top 15 most valuable and influential football club brands globally, including in-depth rankings based on digital performance. The rankings are based on a weighted scoring model that considers multiple digital indicators and variables, such as brand engagement, online presence, and digital marketing effectiveness.

Learn more about our tailored Digital Due Diligence frameworks, designed to meet your specific needs. Whether you're focused on developing high-ROI digital models for business growth or an investment manager aiming to enhance ROI in the Private Equity, Venture Capital, and Family Fund spaces, our comprehensive assessments provide the insights necessary for informed decision-making and long-term success.

About

Cognitive Creators is a digital transformation consultancy that helps global leaders and like-minded brands to transition into the digital future.

We have been challenging conventional business thinking and identifying new digital horizons by developing frameworks that make digital adoption intuitive and sustainable. Our approach makes building the path of change possible where others struggle to decipher the challenges that the digital world brings.

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