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Real Madrid and Barcelona neck-and-neck as world’s most valuable football brands in the face of COVID-19

Published

6 years ago

July 30, 2020

George Miller

Reading Time: 3 minutes

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 4^th 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 3^rd 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 4^th 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 8^th 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.

Latest News

22Bet Partners Introduces The Winner’s League — An Affiliate Competition Built for Football Season

Published

50 minutes ago

April 15, 2026

Master Editor

As the football world prepares for its biggest stage, 22Bet Partners is warming up with a competition of its own.

In anticipation of the upcoming World Cup, the affiliate program has announced “The Winner’s League”, a limited-time campaign designed to reward new partners who bring winning traffic during the most exciting period of the football calendar.

Being a brand deeply rooted in the global sports scene, 22Bet has long aligned its identity with the energy, competition, and global passion surrounding football. The new campaign reflects that same spirit — turning affiliate performance into a league of its own.

Running from April 15 to June 15, The Winner’s League invites new affiliates to step onto the field, compete for performance-based rewards, and secure boosted revenue share conditions ahead of the football season’s peak traffic period.

For traffic owners focused on Tier-1, Tier-2 markets, the campaign offers a straightforward challenge: bring players, reach milestones, and climb the reward ladder.

How The Winner’s League Works

The promotion is available exclusively to new partners who register and meet the campaign requirements during the promotional period.

To participate, affiliates must:

Register in the 22Bet Partners affiliate program
Drive traffic from eligible Tier-1, Tier-2 regions
(For detailed GEO information, partners are encouraged to contact their affiliate managers.)
Generate verified First Time Deposits (FTDs) during the campaign period

Only traffic that complies with the program’s official rules and conditions will be considered eligible.

Bonus Levels & Rewards

The Winner’s League operates with a clear milestone structure. As partners increase their performance, their rewards grow accordingly.

20 FTDs

5% RevShare boost for 1 month

50 FTDs

10% RevShare boost for 2 months

100 FTDs

5% RevShare boost for 3 months
Exclusive Secret Football Box

The Secret Football Box will be awarded to the first 10 partners who reach the 100 FTD milestone.

Additional Campaign Rules

Bonuses are credited after FTD confirmation.
Each partner receives only the highest reward tier achieved.
The promotion applies to the following brands within the program:
- 22Bet
- Betlabel
All traffic must comply with the official affiliate program rules outlined in the Terms & Conditions

Playing the Long Game

For affiliates who treat performance marketing like a competitive sport, the timing of the campaign is no coincidence.

Major football tournaments historically bring some of the highest engagement levels in sports betting, and 22Bet Partners is positioning its affiliate network to capture that momentum early.

With The Winner’s League, the message is simple: the football season is approaching, the audience is warming up, and the field is open for new players.

For affiliates ready to compete, the league has already begun.

Compliance Updates

KSA Completes Its Investigation Into How Minors Could Still Gamble Online Despite Age Restrictions

Published

3 hours ago

April 15, 2026

Wladimir P.

ksa-completes-its-investigation-into-how-minors-could-still-gamble-online-despite-age-restrictions

The Dutch Gambling Authority (KSA) has completed its investigation into how minors could still gamble online despite age restrictions. The investigation shows that it is virtually impossible for minors to gamble with legal gambling providers.

Minors are not allowed to gamble in the Netherlands. When age verification is circumvented, it is primarily done via accounts belonging to adult family members and friends. However, the KSA received reports that it was possible for minors to create accounts with legal online gambling providers and launched an investigation in 2025 as a result.

The study examined the registration process at online gambling providers, with a specific focus on identity verification and bank account verification. Transaction data requested from banks allowed for a more in-depth investigation into potential shortcomings.

The investigation shows that there are virtually no serious irregularities. However, in a very limited number of cases, players were able to use another person’s bank accounts or link their own bank account to another player’s account. This could occur almost exclusively in situations where people have exactly the same initials.

Discussions with online gambling providers revealed that they did not have an immediate solution for this. The KSA notes that such a solution is now available and will engage in a technical session with the online providers to discuss what the KSA expects from the sector in this regard. The KSA will also share its recommendations with the online gambling providers at a later date, and these guidelines will be incorporated into the Wwft guidance.

Michel Groothuizen, Chairman of the Board of the Dutch Gaming Authority, said: “The KSA is deeply concerned about minors gambling. Fortunately, it appears that this hardly ever occurs among licensed providers, but we do have clear indications that it is happening nonetheless. This is likely on the illegal market. Illegal providers often apply no or low standards for age verification and advertise specifically targeting this young demographic, for example via TikTok. This is extremely harmful, and the KSA is therefore working hard to combat the illegal supply. We are also placing a stronger focus on educating minors to make them aware of the risks of gambling.”

The post KSA Completes Its Investigation Into How Minors Could Still Gamble Online Despite Age Restrictions appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Aigars Jurgelans

Amusnet Announces Strategic Partnership with Concorde Casino Group

Published

3 hours ago

April 15, 2026

Wladimir P.

amusnet-announces-strategic-partnership-with-concorde-casino-group

Amusnet, a leading provider of next-generation gaming solutions, has announced a new strategic partnership with the Concorde casino group, which operates three casinos in Cyprus: Concorde Tower Casino in Nicosia, Concorde Luxury Casino in Bafra and Concorde Aria Casino in Kyrenia. This collaboration marks a significant step in Amusnet’s strategy to expand its gaming portfolio into the vibrant Cyprus Land-based casino market.

The partnership’s initial phase includes installing 16 of Amusnet’s state-of-the-art Type S 32 slot cabinets across the two locations. Manufactured to the highest standards of the global casino industry, Amusnet’s premium slot machines combine cutting-edge technology, sleek design and exceptional player engagement. The game selection features some of Amusnet’s most popular titles, including Crazy Red, Candy Palace,100 Extra Crown, Art of Gold, Extra Crown, Vampire Beast and Phoenix Star.

The partnership started with the installation of 16 of Amusnet’s state-of-the-art Type S 32 slot cabinets at the group’s first two casino locations, Concorde Tower Casino in Nicosia and Concorde Luxury Casino in Bafra. Manufactured to the highest standards of the global casino industry, Amusnet’s premium slot machines combine cutting-edge technology, sleek design and exceptional player engagement. The game selection features some of Amusnet’s most popular titles, including Crazy Red, Candy Palace, 100 Extra Crown, Art of Gold, Extra Crown, Vampire Beast and Phoenix Star. The partnership continues with the installation of 8 Type S J55 slot cabinets at the newest Concorde Aria Casino, scheduled to open in May 2026.

“Our expansion into the Cyprus Land-based market is a testament to our shared vision and commitment to quality with Concorde Casino. This partnership provides us with a strong foundation of excellence and mutual trust. The collaboration allows us to continue our mission of providing exceptional gaming experiences, seamlessly introducing the success of our online portfolio to their premium Land-based venues,” said Borislav Marinov, Head of Business Development, Land-based at Amusnet.

“At Concorde Casinos, we are always looking for ways to diversify and strengthen our product offering. In my view, Amusnet brings a product that is particularly well-suited to players who are already familiar with and enjoy online slot games, helping us connect Land-based entertainment with modern player preferences. I am impressed by Amusnet’s innovations, the quality of their products, and the high level of technical support they provide. We are pleased to have them as a partner and look forward to developing this cooperation further,” said Aigars Jurgelans, Slot Director at Concorde Casinos.

The post Amusnet Announces Strategic Partnership with Concorde Casino Group appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.