Inter is the Italian club with the highest brand value according to the latest Brand Finance report. The Nerazzurri club reaches a valuation of 585 million euros, with a 22% growth compared to last year. Behind them is Milan, whose brand value has risen by 28% to 514 million euros. Juventus, on the other hand, slips to third place after a 17% drop, stopping at 419 million euros.

The decline of the Bianconeri is linked to the disappointing results of last season: sixth place in the league, the worst placement since 2022/23, and elimination in the Champions League group stage. Despite this, Juventus maintains its lead as the strongest football brand in Italy in terms of fan base size and following, although the gap has narrowed. The Brand Strength Index of the Turin club has dropped to 78.5 out of 100, with Inter (77.1) and Milan (78.4) now very close.

According to the study’s data, Inter has surpassed Juventus in reputation, player quality, and style of play, and is perceived as the better-managed club between the two. Brand Finance is a leading brand valuation company that analyzes 6,000 brands worldwide every year, publishing over 100 reports, including the Football 50 dedicated to the 50 most valuable football brands.

Lorenzo Coruzzi, Valuation Director of Brand Finance Italy, commented: “The difficulties of Serie A do not concern the prestige or history of the clubs, but the ability to turn sporting results into commercial growth and international following. The overtaking of Juventus by Inter and Milan tells of a league in which fan perception is shifting more rapidly than expected, but the overall picture remains worrying.”

At the European level, no Italian team is among the top ten. Real Madrid leads the ranking with 2.4 billion euros, followed by Barcelona at 1.973 billion. The top five is completed by Arsenal, Bayern Munich, and PSG, all at 1.5 billion, while Manchester City, Liverpool, Manchester United, Chelsea, and Borussia Dortmund close out the top ten. Inter is twelfth in the continental ranking.

The combined value of the 50 most important football brands in the world has reached 23.9 billion euros this year, the strongest annual growth in the 15-year history of the Football 50. However, Serie A remains on the sidelines of this expansion: every single Italian club has recorded a decline in brand strength, half of the clubs in the national top 10 have seen their value decrease, and only three brands have grown by double digits.

The Italian difficulties are also linked to European results: Atalanta was the only Italian team to reach the round of 16 in the Champions League in the 2025/26 season, being eliminated by Bayern Munich. The report highlights that the problem does not concern the sporting legacy of Italian clubs, recognized by 66-67% of Italian fans for Juventus, Milan, and Inter, a percentage in line with Real Madrid and Barcelona. The issue is instead commercial growth and international following, where Serie A struggles compared to the Premier League and La Liga.

Structural factors also weigh in: stadium revenues represent only 11% of the league’s total income, while only 21% of Serie A’s media revenues come from abroad, compared to almost half for the Premier League. Italy has only four clubs in the world top 20, including SSC Napoli in twentieth place.

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