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Real Madrid and Barcelona neck-and-neck as world’s most valuable football brands in the face of COVID-19
- Real Madrid remain world’s most valuable football brand, but Barcelona narrow the gap to just €6 million
- COVID-19 causes total brand value of top 50 clubs to decrease for the first time in 6 years – €751 million or 3.7% is knocked off
- English clubs dominate the ranking with six brands in top 10 and 19 in top 50
- Liverpool inches two spots up into 4th place, following historic Premier League win
- Bundesliga’s 1. FC Köln is this year’s fastest-growing brand, followed by Leicester City and RB Leipzig – all recording over 40% growth
- Tottenham Hotspur’s new stadium takes top spot in Buro Happold’s Venue Performance Rating
Real Madrid remain the most valuable football club brand in the world for 2020, according to the latest edition of the Brand Finance Football Annual. Boosted by winning the LaLiga title for the first time since 2017, the club retained its position at the top of the table in the football industry, but against a backdrop of economic and social disruption, caused primarily by the COVID-19 pandemic, Real Madrid’s brand value has declined by 14% to €1,419 million.
Real Madrid’s disappointing on-pitch performance prior to 2019-20, which saw an earlier-than-normal exit from the UEFA Champions League in 2018-19 and a second successive season adrift of LaLiga champions Barcelona, eroded the club’s dominance of the Brand Finance ranking. The situation was exacerbated by COVID-19, along with a lack of stability around the management of the team. Barcelona, Real’s fierce rivals, are just €6 million behind Real with a brand value of €1,413 million, supported by strong and diverse revenue generation and continued domestic performance in Spain.
COVID-19 knocks off €751 million of brand value
Real Madrid is not the only club to see a drop in brand value this year. COVID-19 has caused the total value of the top 50 football brands to decrease for the first time in 6 years. Through its effect on the three main revenue streams – Matchday, Broadcasting, and Commercial – €751 million or 3.7% has been knocked off the cumulative brand value of the world’s top 50 most valuable football clubs.
The COVID-19 pandemic has challenged professional football worldwide and across all levels. Matchday income for the 501 games remaining in the big 5 leagues dropped to zero, but it is often the smaller clubs and leagues which are more reliant on this revenue stream – in Scotland it makes up 43% of total revenue, compared to only 13% in England.
There have been some positive signs, as Southampton vs Manchester City on BBC broke the Premier League TV audience record with 5.7 million viewers, but the longer-term damage to the game’s economic structure has yet to be revealed.
Richard Haigh, Managing Director of Brand Finance, commented:
“Top-level football has been confronted with the largest existential threat since the Second World War. Loss of income, coupled with health concerns about mass gatherings, have raised question marks about the future of the industry and the financial resilience of clubs across all levels. The full damage of the COVID-19 crisis has yet to unfold and it is not inconceivable there will be casualties in the form of club bankruptcies and changes in ownership.”
Despite the huge implications of COVID-19 for football clubs and their financial results, the majority of the brand value is secured by the clubs’ long-term future – provided they can survive the initial shock. For example, only 21% of Real Madrid’s brand value is delivered by the next five years’ financial results.
Premier power
Real Madrid and Barcelona are followed by a cluster of English Premier League clubs in the Brand Finance Football Annual 2020 ranking, with Manchester United in 3rd position after their brand value fell by 11% to €1,314 million. Liverpool, who won their first league title since 1990 in runaway style, are in 4th spot jumping above Manchester City in terms of brand value, rising from €1,191 million in 2019 to €1,262 million, a 6% increase. Chelsea dropped one place in the table to 8th after their value fell for the fourth consecutive year to €949 million. This was arguably due to the club being absent from the UEFA Champions League and also suffering a transfer ban after being charged with breaking Financial Fair Play Regulations.
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3 Oaks Gaming
Strategic partnership sees 3 Oaks Gaming expand its LatAm footprint with one of Mexico’s fastest-growing operators
3 Oaks Gaming has strengthened its presence in Latin America through a new strategic partnership with Winpot, one of Mexico’s fastest-growing online casino and sports betting operators.
The collaboration sees Winpot enhance its casino lobby with a selection of 3 Oaks Gaming’s most popular online slot titles, including Sun of Egypt, Coin Volcano, and the highly anticipated Chili Coins Hold and Win. These additions further expand Winpot’s offering and reinforce its position as a leading destination for slot enthusiasts in Mexico.
3 Oaks Gaming has quickly established itself as one of the industry’s most sought-after content providers, delivering slot experiences that consistently keep players engaged. The studio is widely recognised for combining engaging mechanics, balanced mathematical models, eye-catching visuals and immersive sound design to create premium gameplay experiences.
The integration adds further momentum to Winpot’s rapid rise in the competitive Mexican market. The operator has built a strong brand presence by offering generous bonuses, a wide range of payment options, fast withdrawals, dedicated customer support and an extensive portfolio of casino content. Winpot has also boosted its national visibility through a series of television campaigns featuring brand ambassador Miroslava Montemayor.
Commenting on the partnership, Tsvetan Dzhurov, Commercial Manager at Winpot, said:
“We have always positioned Winpot as the premier destination for slots in Mexico, and our partnership with 3 Oaks Gaming reflects that ambition. The provider has mastered the art of creating high-performance titles that resonate with players worldwide, and we’re thrilled to bring this level of quality to our local audience.”
He added:
“We’re confident that games such as Sun of Egypt and Coin Volcano will strongly appeal to our players, and we’re excited to see them spin the reels and discover why 3 Oaks Gaming is such a respected name in the industry.”
Ana Lucaroni, Sales Manager at 3 Oaks Gaming, commented:
“Our games are ideally suited to the Mexican market, combining thrilling gameplay with stunning visuals and immersive sound. They deliver the anticipation, entertainment and excitement that players are looking for.”
“Winpot is a high-calibre operator, and we’re delighted to see our titles featured in its casino lobby. This marks the beginning of a long and successful partnership that will deliver value for both sides.”
The post Strategic partnership sees 3 Oaks Gaming expand its LatAm footprint with one of Mexico’s fastest-growing operators appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
ICONIC21 and NuxGame have announced a strategic partnership aimed at expanding casino content availability for operators worldwide.
Known for going beyond standard game delivery, ICONIC21 differentiates itself through branded gaming solutions tailored to the specific needs of each operator. The provider specialises in creating custom-built games designed to strengthen brand identity and drive deeper player engagement. ICONIC21’s expertise in live casino solutions was recently recognised with the Best Live Dealer Provider award at the 2025 European iGaming Excellence Awards.
Through this collaboration, NuxGame enhances its ability to support operator partners with a broader and more flexible content offering. By integrating ICONIC21’s portfolio into its iGaming software platform, NuxGame enables operators to expand their game libraries while catering to both traditional online casino brands and operators working with Sweepstakes Casino Software, a segment experiencing rapid growth.
ICONIC21 operates with a strong client-centric philosophy, prioritising a deep understanding of partner requirements. The provider delivers solutions with speed, precision and transparent communication, ensuring every gaming experience is personalised to elevate the operator’s brand and exceed market expectations.
As part of the partnership, operators will gain direct access to ICONIC21’s expanding content portfolio via the NuxGame Online Casino Aggregator, powered by a unified API infrastructure. This allows operators to seamlessly manage integrations, monitor performance and launch titles across multiple jurisdictions through a single, streamlined system.
Bar Konson, Chief Business Development Officer at NuxGame, commented:
“NuxGame is committed to providing our operator clients with best-in-class features and content for their iGaming services. ICONIC21’s focus on custom solutions and open communication makes them a strong addition to our ecosystem of trusted partners. This collaboration also strengthens our ability to support both classic casino operators and the rapidly growing sweepstakes casino segment.”
Edvardas Sadovskis, Chief Product Officer at ICONIC21, added:
“We’re excited to partner with NuxGame, whose flexibility and deep understanding of operator needs align perfectly with ICONIC21’s product-driven approach. Together, we can deliver seamless live casino experiences and custom-branded game solutions to a wider global audience.”
ICONIC21 and NuxGame will continue to collaborate on new game launches and long-term support initiatives, helping operators scale their businesses with personalised content and dependable technology.
The post ICONIC21 and NuxGame Partner to Bring More Casino Content to Operators appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Gaming
KOKA Noodles Partners with Grow uP Esports in a Collaboration Focused on the Gaming Community and Product Sampling
KOKA Noodles, the internationally recognised brand celebrated for its quality, convenience and wide range of flavours, has announced a new strategic partnership with Grow uP Esports, one of the most active and influential esports organisations in the national landscape.
The collaboration is driven by a shared goal: to bring the KOKA brand closer to the gaming community through authentic experiences, hands-on product sampling and creative activations that resonate with the lifestyle and values of gamers and esports fans.
As part of the partnership, KOKA Noodles will feature across a variety of Grow uP Esports initiatives, spanning both live and digital events, community-driven activations, content collaborations with athletes and creators, and experiential moments focused on tasting and direct interaction with KOKA products.
Commenting on the announcement, Telmo “Armag3ddon” Silva, representative of Grow uP Esports, said:
“At Grow uP Esports, we prioritise partnerships that genuinely benefit the community and add value to the ecosystem. KOKA Noodles is a natural fit for the gaming world thanks to its speed, practicality and variety. This collaboration marks another step in our mission to deliver meaningful and relevant experiences for gamers.”
For KOKA Noodles, the partnership reinforces its commitment to engaging young, digitally native and discerning audiences, where gaming and esports serve as powerful platforms for emotional and cultural connection.
“Gaming is a space where KOKA naturally belongs — dynamic, creative and social. Partnering with Grow uP Esports enables us to stay close to our consumers, create impactful product sampling opportunities and integrate the brand authentically into everyday gaming culture,” added a KOKA Noodles spokesperson.
The KOKA Noodles x Grow uP Esports partnership will roll out over the coming months, with a series of activations to be unveiled gradually, further strengthening the link between gaming, entertainment and immersive brand experiences.
The post KOKA Noodles Partners with Grow uP Esports in a Collaboration Focused on the Gaming Community and Product Sampling appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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