After the 2004–05 season, Real Madrid ended Manchester United's eight-year reign as the biggest earners in world football. Real's income to the year ending 30 June 2005 jumped 17 per cent to €275.7m (£190m).
Though Pérez's policy resulted in increased financial success based on the exploitation of the club's high marketing potential around the world, especially in Asia, it came under increasing criticism for being focused too much on marketing the Real Madrid brand and not enough on the performances of the team.
In January 2007, Real Madrid paid their debts of €224 million and fell to second spot behind Manchester United. However, they reached the top again two months later after completing an image rights deal with Adidas worth €762 million. Manchester United's debt was €872 million in 2007, down from €1.25 billion in 2005.
In September 2007, Real Madrid was considered the most valuable football brand in Europe by BBDO, and is ranked as the second most valuable club in football with a value of €951 mil (£640 million / $1.285 billion) as of May 2008, only beaten by Manchester United with a value of 1.8 billion euros (£906 million).
In September 2009 it was announced that Real Madrid's management plans to open its own Real Madrid dedicated theme park by 2013.