Italia Inter and Milan overtake Juve in brand value race

In the latest Football 50 ranking, Italia Inter and Milan have both eclipsed Juve among Italian clubs, with Inter’s brand now worth 585 million euros after a 22 % rise and Milan’s reaching 514 million euros, up 28 %. These moves come as the global top‑50 clubs collectively hit 23.9 billion euros, the strongest annual growth in fifteen years.

Italian clubs climb

Inter’s brand value grew 22 % to 585 million euros, making it the most valuable Italian football brand. Milan recorded the highest percentage increase of any club in the study, rising 28 % to 514 million euros and surpassing the half‑billion‑euro mark for the first time under RedBird’s ownership. Both clubs now sit ahead of Juve in the Serie A hierarchy.

Juventus slips down

Juventus saw its brand value fall 17 % to 419 million euros in 2026, a decline linked to a sixth‑place league finish – the club’s poorest standing since the 2022/23 season – and an early exit from the Champions League group stage. The drop pushed Juve to third place among Italian brands, behind Inter and Milan.

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"Il valore combinato dei 50 brand calcistici di maggior valore al mondo ha raggiunto quest’anno i 23,9 miliardi di euro", the Brand Finance report states, highlighting the sector’s overall expansion. "La crescita annua più forte nei 15 anni di storia del Football 50 di Brand Finance" underscores the unprecedented momentum.

Globally, Real Madrid retained the top spot for the third consecutive year, with its brand valued at 2.4 billion euros after a 25 % increase. Barcelona follows at 2 billion euros, up 15 %, while Arsenal climbed to third with a 28 % rise, reaching 1.5 billion euros after winning the Premier League and reaching the Champions League final.

The contrast between Inter and Milan’s ascent and Juventus’s decline signals a reshaping of Italian football’s commercial landscape, while the broader surge in brand values reflects growing financial power across Europe’s elite clubs.