Manchester United are the ’only truly global British football brand’, according to one of the judges in a panel that named the Red Devils as the world’s second most influential sporting label.
The Old Trafford club were judged to be the most influential footballing brand with only the London 2012 Olympics pipping them to the top spot overall.
Voted for by a panel of independent judges, United fought off stiff competition from bitter rivals Liverpool – who were said to have a long way to go to catch up to the current Champions.
The website’s 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.”
United, who have a successful London office dealing with commercial operations, have cashed in on huge sponsorship deals with numerous companies over the past year.
Judges praised the Old Trafford giants for maximising retail partnerships regardless of their success on the field.
In the past year alone they have struck a world record deal with Chevrolet to be their shirt sponsors from the 2014/15 season worth £357million – a 120% increase on their existing shirt sponsor Aon.
Another judge in the panel said: “You can’t argue with its success and it is genuinely international.”
The Reds’ local rivals Manchester City were 21st on the list which highlights the marketing gulf that still exists between the two clubs.
On the Licensing.biz list the next best placed club were bitter rivals Liverpool.
Spanish champions FC Barcelona, the second richest club in the world in terms of revenue with an annual turnover of $613m, were 6th on the overall list and ranked the 3rd most influential football club.
Most influential brands in licensing: Sports
1. London 2012 Olympics
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
Image courtesy of Parrot of Doom , with thanks
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