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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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Australia
Regulating the Game Global Awards: First-Ever Winners Announced
Regulating the Game has declared the winners of the first RTG Global Awards, honoring exceptional leadership, stewardship, and excellence in gambling policy and regulation, safer gambling practices, compliance, technology, and community results.
The Awards were created to recognize the people, groups, and innovations that significantly contribute to integrity, public trust, and sustainable progress in the sector. After substantial worldwide involvement in the first year, victors have now been chosen in all six categories by an impartial judging panel made up of senior leaders with knowledge across industry, law, integrity, governance, and safer gambling.
The 2026 RTG Global Award winners are:
• Leadership Voice — Danny Munk, Wests Illawarra
• Safer Gambling Champion — Gamble Alert
• Compliance Excellence — Dominic Monti, Wests Illawarra
• RegTech Solution of the Year — Cherry Hub
• Community Impact Initiative — Nathan Reeves, Unibet
• Emerging Leader — Michael Simone, Bankstown Sports
The award winners showcase the diversity of leadership throughout the sector, from individuals steering the industry with vision and intent to those promoting excellence in compliance, innovation, responsible gambling, and community engagement.
RTG Founder and Principal at Vanguard Overwatch, Paul Newson, said the inaugural winners had set a strong benchmark for future years: “The inaugural RTG Global Awards were established to recognise substance, integrity and measurable contribution across the sector. This year’s winners represent the calibre of leadership, innovation and commitment required to strengthen regulatory practice, improve industry capability and deliver better outcomes for communities.”
“What distinguishes these recipients is not simply professional achievement, but their contribution to lifting standards, advancing safer gambling, strengthening compliance and demonstrating leadership in areas that matter to public confidence and sector credibility.”
The quality of this year’s nominations resulted in a very competitive field, with finalists chosen from an exceptional group of candidates in every category. Being shortlisted was already a noteworthy accomplishment, showcasing the quality of work, leadership, and contributions made by the finalists, while the eventual winners came from an incredibly competitive group.
The winners were selected following an independent assessment process led by a judging panel comprising:
• Don Hammond, Chief Executive Officer, Leagues Clubs Australia
• Jamie Nettleton, Former President, International Masters of Gaming Law and Partner, Addisons
• Khalid Ali, Chief Executive Officer, International Betting Integrity Association (IBIA)
• Tracy Parker, Senior Vice-President – Accreditation, Advisory and Insights, Responsible Gambling Council (Canada)
The RTG Global Awards form part of the broader Regulating the Game program, which brings together regulators, industry leaders, compliance professionals and innovators to examine critical issues, advance policy dialogue and strengthen sector capability.
The post Regulating the Game Global Awards: First-Ever Winners Announced appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Evoplay
Seasonal Campaigns and Tournaments: Q&A w/ Olga Pronak Head of Key Account Management at Evoplay
How are seasonal campaigns and tournament-based mechanics changing the way players engage with slots compared to traditional gameplay?
Right now, we see that tournament mechanics and seasonal campaigns increase player engagement by introducing additional layers of success and rewards. However, we cannot say this with complete certainty yet, as we need more time to observe long-term patterns. Sometimes players simply do not have time to join short promotions, as they are busy with their daily lives. At the same time, running shorter campaigns of around three months gives players multiple chances to compete while maintaining high engagement throughout the promotion.
What makes limited-time events and promotional layers so effective in driving retention and repeat play?
By now, the gaming industry is very familiar with tournaments and, more recently, prize drops. However, in today’s environment, where people are used to receiving new information in short 30-second videos every day, it can become boring for a player to see and play the same things everywhere, even though they enjoy tournaments. A greater number of promotional layers gives players a sense of novelty and fresh engagement.
We saw this in practice with our Big Adventures campaign, which ran in phases featuring Tournaments, Prize Drops, and Wheel of Fortune rather than a single promo. Prize draws were held every three months, offering high-value rewards such as iPhones, alongside in-game rewards and additional chances to win through Tournaments, Prize Drops, and Wheel of Fortune. This mix maintained player activity, built anticipation, and generated extra engagement as players approached the final grand prize, a trip for two to the Maldives. The key value of this approach is that it expands the pool of potential winners, giving more players real opportunities to succeed and stay motivated.
How do competitive elements like leaderboards and rewards reshape player motivation and interaction?
I believe this principle is well known, as it is used everywhere now – in marketing, education, and sports. However, in Tournaments, Prize Drops, or Wheel of Fortune, it may differ slightly, as we see different motivations shaping player interaction and engagement. In Tournaments, we show players their current position and how many additional points they need to earn to reach a prize or move to a higher tier. In Prize Drops or Wheel of Fortune, we show that other players have already won prizes, demonstrating that the rewards are real and that everyone has the same opportunity to win. People like to be part of exclusive groups.
Do you see seasonal ecosystems becoming a standard expectation for slot audiences in the years ahead?
It’s hard to say whether this will remain the standard over the coming years, as the entertainment industry is evolving rapidly, including in iGaming, where innovations driven by AI and other emerging technologies are advancing. We also enjoy experimenting with new tools and implementing bold ideas, including exploring ways to engage players in fresh and unexpected ways. But at least for the next year, I believe this will be one of the most popular approaches.
The post Seasonal Campaigns and Tournaments: Q&A w/ Olga Pronak Head of Key Account Management at Evoplay appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Commodity Futures Trading Commission
Smarkets Files for CFTC License to Enter U.S. Prediction Markets
Smarkets, one of the UK’s leading prediction markets, has filed for a license with the U.S. Commodity Futures Trading Commission (CFTC), marking its formal entry into the U.S. prediction markets space. Built on nearly two decades of technology development and approximately $50 billion in lifetime trading volume, the company is bringing a genuinely different model to America – one where prices are set by participants, not the house.
The filing opens two parallel regulatory tracks: a federal route through the CFTC for its core exchange platform, and state-by-state sportsbook licensing for its SBK product.
Founded in 2008 and now the number two prediction market in the UK, Smarkets owns its full technology stack end-to-end, including its matching engine, market-making capability, payments and data settlement systems. The company processes approximately $3 billion in annual traded volume and is profitable. Unlike traditional sportsbooks, which build margins of around 10+ percent into every price, Smarkets operates as a financial exchange with prices being determined in an open marketplace.
“The U.S. market is currently in a race against time to figure out how to regulate the predictions market. For the last nearly two decades, we’ve built Smarkets slow and steady, ensuring we built an exchange platform that did not cut corners and operated with transparency, putting the power into the hands of traders rather than the house. We believe now is the time to enter the U.S. market and bring the learnings that have made us successful in the UK, working with regulators, not around them,” said Jason Trost, founder and CEO.
Smarkets is backed by Susquehanna, one of the world’s largest quantitative trading firms, which led a $30M Series B. Previous investors include Passion Capital and DTCP.
The post Smarkets Files for CFTC License to Enter U.S. Prediction Markets appeared first on Americas iGaming & Sports Betting News.
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