Industry news:
The company Interbrand famous for its’ list of the 100 strongest global brands a report made in conjunction with BusinessWeek has recently published a study over there 100 strongest Spanish brands:
InterBrand report about the 100 strongest brands in Spain
Real Madrid comes in at place number 19 (page 24) with an estimated brand value of 307 € million Euros up 3% from the previous year 2008.

Brand Real Madrid | Real Madrid brand value

FC Barcelona is number is number 23 on the list with an estimated brand value of 281 € million Euros. Up a massive 21% year over year.

FC Barcelona brand value | Brand Barca

In the commentary it is mentioned that even though Real Madrid maintains its’ position is the richest soccer club in the world in Deloitte’s richlist (partly thanks to the depreciation of the Pound Sterling against the Euro) the brand seems a bit tired and needs a makeover in order to give credibility to the claim of being “the greatest club in the world”.
However, the report also states that Real Madrid is on solid ground when it comes to economic foundation with valuable sponsorship deals, rich TV deals, exploitation of player images, and from the Estadio Santiago Bernabeu through corporate boxes, stadium tours, general ticket sales etc.
The question marks in the report centers around the general leadership of the club – and the management of the sporting side of things. In order to maintain and develop the revenue streams mentioned above it is of course very important that the club performs well on the pitch. Since the report covers all of 2009 this might be especially acute regarding the situation in the first half of the year before the presidential elections in June.
However, with the entry of Florentino Perez and thus a new president and management team and with the arrivals of players like Ronaldo and Kaka there is some hope for a better future regarding the general management and on the field performance.
The prospects for an increased brand awareness in Asia might ride on the back of such megastars as Ronaldo and Real could see its’ brand prosper in the important growth markets of Asia just like it happened after the arrival of David Beckham.
Since the region of Asia is the seeing the fastest overall economic growth and since many of the countries do not have long established professional sporting traditions of their own many European clubs increasingly see Asia as their best bet for growth overseas. However, it is still relatively unclear what kind of revenue streams may be developed and what is the growth potential in revenue rather than in mere interest in the sport or in any given club.
All European clubs generate the vast majority of their revenues locally or nationally though in order to attract global brands as sponsors it does help to be able to point to a fanbase also internationally.

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