Inter and Milan overtake Juventus in Italian football brand value

According to the Brand Finance Football 50 2026 report, the hierarchy of Italian football brand values has shifted. Inter Milan has become the most valuable club in Italy with a valuation of 585 million euros, a 22% increase from the previous year. AC Milan follows with a brand value of 514 million euros, marking a 28% growth and the fastest brand growth globally over the last five years. Both Milanese clubs have overtaken Juventus, whose brand value fell by 17% to 419 million euros.

While Juventus remains the strongest brand in Italy based on the Brand Strength Index, Inter and Milan have surpassed them in reputation and management perception. On a global scale, no Italian club appears in the top ten, which is led by Real Madrid at 2.4 billion euros.

Separately, the Premier League continues to dominate European football spending. English clubs have invested over 2 billion euros in the current transfer window, a figure that exceeds the combined spending of La Liga, Serie A, Bundesliga, and Ligue 1. Major expenditures include Chelsea's 408 million euro total spend and significant individual transfers such as Morgan Rogers to Chelsea and Elliot Anderson to Manchester City.