Manchester United beat Liverpool to be named the most influential football club brand in the world

Both clubs feature in the top five of the most influential sporting brands which is headed by the London 2012 Olympic Games

Manchester United have been named the most influential football club brand in the world, ahead of their arch rivals Liverpool.

United were praised for their huge commercial presence and for being the best at maximising retail partnerships.

Judges casting their eye over sports brands for the website licensing.biz said United's impact continued regardless of their success on the football field.

One judge said the club, who are currently fifth in the Premier League following victory over Arsenal at Old Trafford yesterday, was “the only truly global British football brand.” Another added: “You can't argue with that success and it is genuinely international.”

United, who have a successful London office dealing with commercial operations, have struck sponsorship deals with numerous companies over the past year. Companies such as Bwin, Toshiba Medical Systems, Santander, MBNA and Fuji TV have been keen to be associated with the Old Trafford giants.

A world record deal with General Motors for Chevrolet to be their shirt sponsors from the 2014/15 season is worth £357m – a 120% increase over their existing shirt sponsor Aon. Aon signed a £180m deal for naming rights to United's training ground and to have its logo plastered across the club's training kit.

The next best placed club, Liverpool, were said to have a long way to go to catch up. Owned by the Fenway Sports Group, the five-times European Cup winners continue to fascinate fans around the globe and the judges said they were starting to make an impact.

Spanish champions FC Barcelona, the second richest club in the world in terms of revenue with an annual turnover of $613m, was the third best placed football club brand ahead of Premier League leaders Arsenal and 2012 Champions League holders Chelsea who were the fourth and fifth respectively.

Tottenham Hotspur were sixth and Manchester City seventh. Surprisingly, Real Madrid did not rank although that may be because the clubs were included in a category called Sports which actually was topped by the London 2012 Olympic Games. Its vast potential for licensing and merchandising was capitalised on, the judges felt.

The Licensing.biz Power List was voted for by a panel of independent judges. Website editor Samantha Loveday said: “It is a reflection of the properties which the industry itself believes have made the most impact over the past 12 months.”

 

Most influential brands in licensing: Sports

  1. London 2012 Olympic Games
  2. Manchester United
  3. England Rugby
  4. Wimbledon
  5. Liverpool FC
  6. FC Barcelona

=7. NBA

=7. Chelsea FC

9. Tour De France

=10. Arsenal FC

=10. Premier League

=12. 2012 Paralympics

=12. WWE

=12. Team GB

15. The FA

16. Tottenham Hotspur

17. FIFA World Cup

=18. Formula 1

=18. The Ryder Cup

20. The British Lions

=21. Manchester City

=21. Ferrari

=21. NFL

=21. Red Bull

=21. Goodwood

As revealed by licensing.biz

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
Caption competition
Caption competition
Latest stories from i100
Have you tried new the Independent Digital Edition apps?

Bleacher Report

Daily Quiz
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

Day In a Page

Middle East crisis: We know all too much about the cruelty of Isis – but all too little about who they are

We know all too much about the cruelty of Isis – but all too little about who they are

Now Obama has seen the next US reporter to be threatened with beheading, will he blink, asks Robert Fisk
Neanderthals lived alongside humans for centuries, latest study shows

Final resting place of our Neanderthal neighbours revealed

Bones dated to 40,000 years ago show species may have died out in Belgium species co-existed
Scottish independence: The new Scots who hold fate of the UK in their hands

The new Scots who hold fate of the UK in their hands

Scotland’s immigrants are as passionate about the future of their adopted nation as anyone else
Culture Minister Ed Vaizey: ‘lack of ethnic minority and black faces on TV is weird’

'Lack of ethnic minority and black faces on TV is weird'

Culture Minister Ed Vaizey calls for immediate action to address the problem
7 best quadcopters and drones

Flying fun: 7 best quadcopters and drones

From state of the art devices with stabilised cameras to mini gadgets that can soar around the home, we take some flying objects for a spin
Andy Murray: I quit while I’m ahead too often

Andy Murray: I quit while I’m ahead too often

British No 1 knows his consistency as well as his fitness needs working on as he prepares for the US Open after a ‘very, very up and down’ year
Ferguson: In the heartlands of America, a descent into madness

A descent into madness in America's heartlands

David Usborne arrived in Ferguson, Missouri to be greeted by a scene more redolent of Gaza and Afghanistan
BBC’s filming of raid at Sir Cliff’s home ‘may be result of corruption’

BBC faces corruption allegation over its Sir Cliff police raid coverage

Reporter’s relationship with police under scrutiny as DG is summoned by MPs to explain extensive live broadcast of swoop on singer’s home
Lauded therapist Harley Mille still in limbo as battle to stay in Britain drags on

Lauded therapist still in limbo as battle to stay in Britain drags on

Australian Harley Miller is as frustrated by court delays as she is with the idiosyncrasies of immigration law
Lewis Fry Richardson's weather forecasts changed the world. But could his predictions of war do the same?

Lewis Fry Richardson's weather forecasts changed the world...

But could his predictions of war do the same?
Kate Bush asks fans not to take photos at her London gigs: 'I want to have contact with the audience, not iPhones'

'I want to have contact with the audience, not iPhones'

Kate Bush asks fans not to take photos at her London gigs
Under-35s have rated gardening in their top five favourite leisure activities, but why?

Young at hort

Under-35s have rated gardening in their top five favourite leisure activities. But why are so many people are swapping sweaty clubs for leafy shrubs?
Tim Vine, winner of the Funniest Joke of the Fringe award: 'making a quip as funny as possible is an art'

Beyond a joke

Tim Vine, winner of the Funniest Joke of the Fringe award, has nigh-on 200 in his act. So how are they conceived?
The late Peter O'Toole shines in 'Katherine of Alexandria' despite illness

The late Peter O'Toole shines in 'Katherine of Alexandria' despite illness

Sadly though, the Lawrence of Arabia star is not around to lend his own critique
Wicken Fen in Cambridgeshire: The joy of camping in a wetland nature reserve and sleeping under the stars

A wild night out

Wicken Fen in Cambridgeshire offers a rare chance to camp in a wetland nature reserve