The Global Football Monitor shows that Real generates the highest levels of interest around the world with a potential global fan base of around 490 million, compared to Manchester United’s 350 million.
Outside of its domestic market, United generated most interest in only Holland, South Africa and, significantly, the United States. In the UK itself, interest in real Madrid was only six percent lower than in United and a single point less than for Arsenal. Real scores significantly higher in Brazil, China, Japan and other European markets.
While the fact that real and United vie for the number one slot will come as no surprise to observers of attempts to build global audiences on the back of television and online media delivery and strategic tours, the reports does suggest that the global market is far from closed.
It concludes that as clubs move further from their domestic strongholds, potential fans in new markets are less likely to be loyal. Success in European competition and acquisition of star players are key to building overseas market share, something which should prove music to the ears of Roman Abramovich and Peter Kenyon who have pledged to build a global brand at Chelsea.
