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MUMBAI:
Spanish football club Real Madrid has the highest commercial
value among European soccer clubs, states a research study
by advertising agency Omnicom Inc.'s unit BBDO Consulting.
The
study on 'Europe's most valuable football associations' states
that Real Madrid has an estimated brand value of $1.53 billion
(1.1 billion euros).This makes Madrid the only football association
with a brand value exceeding more than 1 billion euros.
At
second place is rival FC Barcelona with a brand value of $677.14
million and at the third place is Manchester United at $658.57
million.
BBDO
says that Real Madrid has built its brand value through sponsorships
and worldwide touring across Asia, South America and US. Its
three-year jersey sponsorship with online gambling company
Bwin Interactive Entertainment AG is worth more than $42.85
million, the research says.
That's
not all. BBDO states that Real Madrid is also the world's
richest club by revenue and it reported sales of $250.71 million
for the year ending 30 June.
Although
Madrid allowed star player David Beckham to leave for Los
Angeles Galaxy of Major League soccer in June, its current
roster of players still includes Fabio Cannavaro (Fifa world
player of the year), Dutch striker Ruud van Nistelrooy, Spain
forward Raul and Brazil's Robinho.
On
the sports action front, Madrid topped the rankings by winning
its first three league games this season.
BBDO's
rankings helps companies interested in advertising to assess
the mid-term to long term marketing potential of the club.
Its analysis is based on evaluating brand popularity, image
and sources of business income.
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