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Manchester United's brand has plummeted this season and is now incredibly worth less than Manchester City and Liverpool's.
It is just the latest blow for the club, who have had a nightmare campaign both on and off the pitch as they just about held on to sixth place in the Premier League. Despite their lowest points total ever in the competition, the Red Devils will be playing in the Europa League but it has been a stark decline from their runners-up spot last year.
And that is even with the signings of superstars such as Cristiano Ronaldo, Jadon Sancho and Raphael Varane.
Even with their stellar business in the summer, a miserable season was to follow that saw Ole Gunnar Solskjaer sacked, training pitch fights and fan protests. Not only have their football results been poor, but their financial ones have also been shocking as well.
According to Brand Finance, the leading consultancy on brand valuations, United's value has decreased massively behind City and Liverpool. They have also seen their ranking drop down to fifth – their lowest-ever – previously the lowest they have been had been third.
United are now worth £11.07billion – behind not just their biggest Premier League rivals but Spain's big two Real Madrid and Barcelona as well. Their steep decline might finally get the attention of the Glazers, who have been accused of taking money out of the club at a time when investment was necessary.
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Nevertheless, there is some good news as Brand Finance go on to state that this year's valuation has shown that United have "substantially recovered" from the European Super League debacle. As one of the clubs to announce plans to breakaway and form a new competition, the backlash cut their value significantly.
Their form and failure to qualify for next year's Champions League has also not had the huge impact it could have done with United still able to record growth. Their brand strength also remains strong across international audiences.
Though with Erik ten Hag arriving and a summer splurge planned, there are high hopes that they can jump back into the top three – but it will take some doing.
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