Real Madrid is the most followed club on the social media

Second issue of KPMG‘s European Champions Report

Real Madrid CF are unsurprisingly the European champions recording the highest operating revenues (EUR 671 million). Spanish giant remains the most followed club in the world on the social media with almost 210 million followers. These findings have emerged from the second issue of KPMG‘s European Champions Report.


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After a surprising win of Ligue 1 and qualification up to the semi-finals of the UEFA Champions League, AS Monaco FC make the headlines with an impressive 86% year-on-year growth in operating revenues. The French champions, with a budget of approximately one/fourth of domestic rivals Paris Saint-Germain FC, also showed the highest “UEFA-dependence” in our report, with 45% of their operating income coming from UEFA’s financial distribution.

“Football is a growing business, and the trend is confirmed by the fact that all the clubs but two (FC Bayern München and FC Basel 1893) increased their operating revenues year-on-year in local currency“, commented Andrea Sartori, KPMG’s Global Head of Sports and the report’s author.

Real Madrid CF are unsurprisingly the European champions recording the highest operating revenues (EUR 671 million), however still slightly behind Manchester United FC which are not covered in our report (as they arrived fifth last year in the English Premier League). Los Blancos are followed by FC Bayern München (EUR 588 million), despite stagnation of the Rekordmeister’s revenues resulting from failing to reach the semi-finals of the Champions League for the first time in six years.

While positively impacting the key revenue streams, successful on-pitch performance also comes at a cost in the form of players’ bonuses. Interestingly, among major clubs, the highest staff cost to revenue ratio was recorded by Real Madrid (61%), Juventus FC (64%) and AS Monaco (69%), all conquering domestic league titles and reaching the UEFA Champions League final or semi-finals. In the case of Real Madrid CF this meant a 32% increase in the club’s staff costs, which at EUR 406 million represent the highest payroll in world football.

In terms of social media, while Real Madrid CF remain the most followed club in the world with almost 210 million followers , some football players show staggering figures as their social media reach is sometimes even bigger than that of the club for which they ply their trade, as in the case of Cristiano Ronaldo (Real Madrid CF), James Rodríguez (FC Bayern München), David Luiz (Chelsea FC), Falcao (AS Monaco FC) and Pepe (Beşiktaş JK).

About KPMG’s European Champions Report

“The European Champions Report”, KPMG’s Football Benchmark team compares the financial performance of the domestic champions from 12 European leagues – AS Monaco FC, Beşiktaş JK, Celtic FC, Chelsea FC, FC Basel 1893, FC Bayern München, FC Spartak Moscow, FC Viitorul Constanţa, Feyenoord Rotterdam, Juventus FC, Real Madrid CF and SL Benfica. The financial and operational data of these and many other clubs can be explored on, KPMG’s football business intelligence tool and the primary source of financial data in the football industry.

For further information, please contact:

KPMG Slovensko spol. s r.o.
Beata Dubeňová
Marketing and Communication Manager
+421 915 758 925

© 2021 KPMG Slovensko spol. s r.o., a Slovak limited liability company and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited, a private English company limited by guarantee. All rights reserved.


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