Saudi Arabia’s Al-Hilal SFC emerged as the Middle East’s strongest football club brand with a Brand Strength Index (BSI) score of 80.8/100 and AAA- brand rating, according to a new report from Brand Finance.
The other ‘big four’ Saudi teams, Al-Ittihad Club (76.8/100), Al-Nassr FC (75.6/100), Al-Ahli SFC (72.7/100) have all also built strong brands. In fact, all ten Saudi clubs researched have stronger brand perceptions among domestic respondents, when compared to those internationally.
Al-Hilal, for example, has a very strong home BSI of 92.1/100, compared to an international BSI of 57.9/100.
“The Middle East’s bold investment in football is beginning to yield tangible results on the global stage. Led by the Saudi Pro League, the region is rapidly expanding its commercial and sponsorship footprint while accelerating moves toward club privatization,” said Andrew Campbell, managing director Middle East, Brand Finance.
Cristiano Ronaldo effect drives Al Nassr’s global recognition
Saudi Arabia’s investment in international stars is paying off, with top clubs like Al-Hilal seeing a measurable lift in brand strength. Al Nassr now holds an international Brand Strength Index (BSI) of 69.5 out of 100 – nearly 10 points ahead of domestic rivals – likely driven by the Cristiano Ronaldo effect as the world’s most followed person on social media.
“High-profile international signings continue to elevate global perceptions – not just of the league, but of the Gulf region as a rising force in world football. As the market matures, strategic investment and commercial discipline will be key drivers of sustained growth, with top club brands expected to strengthen in parallel,” added Campbell.
Al Ain FC maintained its position as the strongest football club brand in the UAE, with a Brand Strength Index score of 69.9 out of 100. Al-Wasl SC at 61.7, and Shabab Al-Ahli Club at 60.9 follow to make up the top three.
Real Madrid and Barcelona top global charts
On the global stage, Real Madrid and Barcelona are the two most valuable and strongest football club brands in the world. Real Madrid’s brand value rose 19 percent to $2.1 billion, while Barcelona’s increased by 16 percent to $1.9 billion. Both clubs also received AAA+ ratings for brand strength.
“The combined value of the world’s top 50 football club brands has climbed to $24.5 billion in 2025. However, Brand Finance research reveals a growing imbalance across the game, as outside of the Premier League, brand value is increasingly concentrated among a handful of elite clubs in Europe’s top leagues,” said Hugo Hensley, head of sports services, Brand Finance.
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Premier League: World’s most valuable sports league
Meanwhile, the Premier League is the world’s most valuable sports league in terms of brand value, with its top ten brands’ values totalling $9.1 billion – more than a third of the total value of the world’s top 50 most valuable clubs.
What makes the Premier League particularly unique is the distribution of this value across multiple clubs. Six teams – Manchester City ($1.6 billion), Liverpool ($1.6 billion), Manchester United ($1.4 billion), Arsenal ($1.3 billion), Chelsea ($1.1 million), and Tottenham Hotspur ($890 million) – each hold substantial brand value.
“Brand is no longer a byproduct of performance but is now a defining driver of success. As the sport becomes increasingly competitive both on the pitch and commercially, clubs and leagues must manage their brands strategically to ensure they aren’t edged out of realising the benefits of a strong and valuable brand,” added Hensley.
