Marketing revenues in Brazilian football, which include sponsorships and other initiatives such as licensing and product sales, grew 22% in 2023, totaling R$1.4 billion, among the 20 teams that earn the most in the country.
In five years, the real increase was 55%, already discounting inflation values, according to a survey by Sports Value, a consultancy specializing in the sector. Data is extracted from public financial statements. TV rights, player transfers and marketing revenues represented more than 70% of the total generated by clubs last year (which was R$8.9 billion).
According to Amir Somoggi, a specialist in sports marketing and responsible for the research, there is enormous room for new revenue from sponsors and fans, far beyond the format currently practiced.
According to calculations by Sports Value, sponsorships still represented around 73% of clubs’ marketing revenues, which provide openings in the numbers. But some teams have been able to increase their profits with new commercial opportunities, such as brand licensing and product sales.
No ranking geral, Flamengo, Palm trees, CorinthiansGrêmio and Athletico-PR appear in the first places for total marketing revenue in 2023, with R$242 million, R$159 million, R$117 million, R$95 million and R$78 million, respectively.
Grêmio, for example, increased revenue in the area with the return to Série A, the signing of Uruguayan Luiz Suárez and licensing of the brand, which represented 7% of the club’s total revenue in 2023. Athletico-PR continues to evolve with diversified recipes. The OTT service (media service that distributes content over the internet) generated R$29 million in 2023, 6% of the club’s revenue.
In commercial terms, Brazilian clubs, despite being in one of the largest advertising markets on the planet, remain far below their potential, according to the report. In 2023, marketing revenues (sponsorship and licensing) totaled around 285 million dollars. The Premier League reached 2.1 billion dollars. The Bundesliga and LaLiga, in turn, 1.3 billion dollars and 930 million dollars.
Real Madrid is the most valuable football club in the world
The most valuable club in 2024 in world football is Real Madrid. Elected for the third consecutive year, the team recorded growth of 9% compared to last year and currently has a value of US$6.6 billion.
According to Forbes magazine, the club had more revenue than any other team, bringing in US$873 million. The average $205 million per year in shirt sponsorships is also the highest value in football, according to Football Benchmark.
Manchester United also registered an increase of 9%, reaching its current value of US$6.55 billion and remaining in second place on the list. Barcelona completes the podium of the most valuable clubs, in third, with US$5.6 billion.
The list’s complement to the TOP 10:
Liverpool ($5.37 billion)
Manchester City ($5.1 billion)
Bayern Munchen ($5 billion)
Paris Saint Germain ($4.4 billion)
Tottenham ($3.2 billion)
Chelsea ($3.1 billion)
Arsenal ($2.6 billion)
Tottenham and Arsenal were the teams that grew the most, with 14% and 15%, respectively. This increase saw Spurs overtake Chelsea and occupy eighth place, while the Gunners consolidated themselves in tenth place.
*With information from Exame and MKT Esportivo/Cover photo: iStock
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