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Magpies 19th most valuable brand in football.

NEWCASTLE United's brand value has increased by more than PS26m over the past 12 months.

What's more, the Magpies have also grown to become the 19th mostvaluable football brand in the world following their back-to-back Premier League campaigns under Rafa Benitez's management.

That is according to the latest Football 50 report from Brand Finance, which covers the 2018/19 campaign.

The leading brand-valuation company has estimated the likely future revenues attributable to a club by calculating a "royalty rate" - essentially a fee someone would be charged to use that specific trademark - before determining the overall brand value any outfit would be able to attain should they license themselves on the open market.

According to the latest report, Newcastle's brand value has increased from PS195.8m (EUR224m) in 2018, to PS222m (EUR255m) - a rise of 14%.

The Magpies have risen three places from 22nd in the world rankings to 19th inside 12 months with just seven Premier League clubs - the socalled "Big Six" and Everton - ahead of them in the valuation stakes.

While all English top-flight clubs benefit from the lucrative Premier League TV contracts for their broadcasting revenue, Newcastle's matchday income - as well as their commercial figures - make the Magpies more valuable than the majority of their rivals.

Yet it is United's continued presence in the top flight which is the largest single factor behind their 19th-placed valuation.

In total, 17 of the 20 top-flight clubs feature in the world's top 50, and the report stresses that is primarily because of the "enduring financial power of the Premier League" - citing England's TV broadcast deals, which are worth double La Liga's, as well as comparatively high commercial revenues, too.

The Premier League also has a larger and more diverse global following than other European divisions due to what is described as its "superior atmosphere" and "greater level of competitiveness" when compared to its European rivals.

While United's brand value rose by 14%, top-flight rivals Burnley (15%), Crystal Palace and Bournemouth (both 10%) saw theirs decrease.

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Title Annotation:Sport
Publication:The Journal (Newcastle, England)
Date:May 17, 2019
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