Real Madrid have been pipped by the Dallas Cowboys to top spot of the latest ‘Most Valuable Sports Team’ list published by business magazine Forbes.
The NFL side were valued at 3.53 billion euros despite the fact they have failed to win American Football’s biggest prize – the Super Bowl – in two decades.
Los Blancos were ranked second in the list with a valuation of 2.88 billion euros, ahead of bitter rivals Barcelona. The Champions League, La Liga and Copa del Rey holders were valued at 2.79 billion euros.
According to Forbes, there were a number of factors as to why the Cowboys overtook the Santiago Bernabeu side to take the number one spot in the annual survey. The two key reasons were a successful marketing strategy carried out by the NFL side, who are owned by Jerry Jones.
Revenue from the team’s home stadium also played a big part. The Cowboys bring in almost 107 million euros in matchday revenues during the season while other events held at the AT&T Stadium account for a further 26 million euros.
Manchester United were the highest ranked Premier League team with a valuation of 2.7 billion euros – thanks largely to a new TV deal shared among the 20 clubs in the division and a lucrative kit sponsorship deal with Adidas.