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  1. 1. Captains of industry Football Money LeagueSports Business GroupJanuary 2013
  2. 2. Real Madrid becomethe first sports clubto surpass the €500mrevenue threshold in asingle year
  3. 3. Contents2 Welcome7 How we did it8 Ups and downs10 The Deloitte Football Money League36 Delivering more to sportEdited byDan JonesSub-editorAustin HoulihanAuthorsAlex Bosshardt, Timothy Bridge, Chris Hanson,Andy Shaffer, Chris Stenson and Alexander ThorpeSports Business Group at DeloittePO Box 500, 2 Hardman Street, Manchester, UKM60 2ATTelephone: +44 (0)161 455 8787E-mail: 2013 Football Money League 2013 Sports Business Group 1
  4. 4. Welcome Hardy perennialsWelcome to the 16th edition of the Deloitte Football Real Madrid again top the Money League rankings,Money League, in which we profile the highest earning matching the eight year hegemony that Manchester United enjoyed between 1996/97 and 2003/04, and areclubs in the world’s most popular sport. Published eight the first club to surpass the €500m revenue threshold inmonths after the end of the 2011/12 season, the Money a single year. Real have led the way in the phenomenalLeague is the most contemporary and reliable analysis of level of revenue growth enjoyed by the sport’s top clubs over the past two decades.the clubs’ relative financial performance. FC Barcelona retain second place, maintaining a There are a number of financial and non-financial Spanish one-two in the Money League for the fourth methods that can be used to determine a club’s relative successive year, whilst the top six clubs remain size – including measures of attendance, fanbase, unchanged for a fifth successive year, emphasising the broadcast audience, or on-pitch success. In the Money fact that these clubs have some of the largest fanbases League we focus on clubs’ ability to generate revenue and hence strongest revenues, in both domestic and from day to day football operations. international markets. We therefore rank them on those revenues, including All of our top 20 clubs are based in one of Europe’s matchday ticket and corporate hospitality sales, ‘big five’ European markets – England (seven clubs), broadcast rights revenues including distributions from Italy (5), Germany (4), Spain (2), and France (2). participation in European club competitions, sponsorship, merchandising, and other commercial operations. Further down the top 20 rankings, many of the movements in rankings year on year can be attributable to relative performance in European club competitions. Growing well This year’s edition has one new entrant, with English 2011/12 represented another strong year of revenue club Newcastle United replacing Spanish club Valencia. growth for the Game’s elite clubs, with the top 20 Money League clubs generating over €4.8 billion in 2011/12, a 10% increase on the previous year. Real progress In retaining top position in the Money League, Real Double digit percentage revenue growth in 2011/12 Madrid generated revenues of €513m in 2011/12, an represents continued remarkably strong performance in increase of €33m (7%), and become the first club from these tough economic times. any sport to earn more than €500m in a single year. The 2011/12 revenue total is four times the combined The Spanish club’s revenue growth has been revenues of the top 20 earning football clubs back in remarkable. In 1996/97, the first season for which we 1996/97, the first year of our Money League analysis, published our Money League analysis, Real generated emphasising the staggering levels of growth achieved. revenues of €85m, one sixth of the revenues they The sport’s top 20 revenue generating clubs now generated in 2011/12, and insufficient to make the top contribute over a quarter of the total revenues of the 30 in the current list. Over the fifteen years since, the European football market, and can be expected to club’s revenue has grown by €428m at a compound generate over €5 billion between them in 2012/13. growth rate of 13%. Whilst in local currency, eight of the top 20 clubs The majority of Los Blancos’ revenue growth over this experienced a drop in revenue, in most cases this was period has been under the stewardship of president due to less successful on-pitch performance in European Florentino Perez, from 2000 to 2006 and 2009 to the club competitions, and resulting reductions in matchday present, who has implemented a strategy that has revenues and central UEFA distributions, rather than grown revenues, and in particular commercial revenues, wider recessionary impacts. to reflect the club’s domestic and international fanbase.2
  5. 5. Total revenues 2011/12 (€m)550 512.6500 483450400 395.9 368.4350 322.6300 290.3 285.6250 256.9 233.2200 Whilst debate and discussion continues into the future 195.4 of La Liga’s broadcast model, with the current individual 189.1 185.9 178.2 135.7 rights selling model exacerbating polarisation in revenue 174.5 131.9 121.1150 115.3 115.9 generating ability between Spanish clubs, Real still enjoy 148.4 a balanced revenue model between the three key Olympique de Marseille Olympique Lyonnais100 streams of matchday (25% of total revenues in Tottenham Hotspur Borussia Dortmund Manchester United Newcastle United Manchester City 2011/12), broadcast (39%) and commercial (36%). Bayern Munich Hamburger SV Internazionale FC Barcelona Real Madrid Schalke 04 50 AS Roma AC Milan Liverpool Juventus Chelsea The revenue model is also relatively robust to Arsenal Napoli fluctuations in on-pitch performance. With expansion of 0 the club’s Bernabeu home planned, and further commercial revenue generating opportunities available, Real are likely to be difficult to displace at the top of theSource: Deloitte analysis. Money League, in the near future at least. Real Madrid’s revenue growth has been Flourishing climbers remarkable. In 1996/97, Manchester City are the joint highest climbers in this year’s Money League, moving up five places to seventh the first season in which and claiming a top ten position for the first time. The investment in the playing squad by the club’s Abu Dhabi we started our Money based owners propelled them to their first Premier League analysis, they League title in 2011/12, whilst they also participated in the Champions League for the first time. generated revenues of This combined with commercial revenue increases, with €85m, one sixth of the strong support from Middle East partners in particular, revenues they generated facilitated a £78m (51%) growth in revenues to £231m (€286m) in 2011/12, with the club looking well set to in 2011/12. consolidate a place within the Money League top ten. Football Money League 2013 Sports Business Group 3
  6. 6. New bloomsThe substantial stadia investment in A trend in the wider global economy and sports market is the increasing financial strength and influence ofboth Brazil and Russia in order to host emerging markets. Football is no different.the next two World Cups, means Whilst all our top 20 clubs are from the ‘big five’that clubs from these countries European markets, Dutch club Ajax and Turkish club Galatasaray are amongst the group of clubs immediatelypotentially have a strong platform below, with revenues of €104.1m and €95.1m challenge the dominance of clubsfrom Europe’s ‘big five’ Leagues Brazilian club Corinthians are the highest placed non- European club with revenues of €94m. This places thein future years. current FIFA Club World Champions amongst the clubs immediately below the top 20. A growing economy has contributed to increasing Italy’s Old Lady, Juventus, return to the top ten thanks to broadcast and commercial revenues for Brazil’s top a tremendous season on the pitch, winning Serie A with clubs. These factors combined with the substantial an unbeaten record, whilst also participating in the stadia investment committed or planned in both Champions League. Brazil and Russia in order to host the next two World Cups, in 2014 and 2018, means that clubs from Schalke 04 drop out of the top ten, as a result of not these countries potentially have a strong platform to matching their feat of reaching the Champions League challenge the dominance of clubs from Europe’s semi-finals, as do Internazionale for the first time in a ‘big five’ Leagues, and hence enter the lower half of decade. The Milan-based club, along with a number of our top 20, in future years. other Italian clubs, need to replicate rivals Juventus’ success in investing in their home stadium and reaping the associated matchday and commercial Clubs immediately below the Money League revenue benefits. top 20 Resurgent on-pitch performance allows Borussia Club Reported revenue €m Dortmund to retain their place in the Money League and the club are the joint highest climber, along with Valencia 111.1 Manchester City and Napoli, moving up five places to Benfica 111.1 11th, their highest ranking since 1997/98. Dortmund Atlético Madrid 107.9 won the Bundesliga for the second successive season, Ajax 104.1 completing a league and cup double in the process, VfB Stuttgart 103.2 which allowed them to earn the second highest Everton 99.5 revenues of any German club in 2011/12 behind Aston Villa 98.6 Bayern Munich. Fulham 98.0 Sunderland 96.4 Napoli climb five places in this year’s Money League, but Galatasaray 95.1 their failure to secure Champions League football for Corinthians 94.1 2012/13 will see them fall again in our ranking.4
  7. 7. Picture perfectIn 2012, the Premier League announced new domesticlive broadcast rights deals worth just over £3 billion for The new deals will deliverthe three year period from 2013/14, a 70% increase onthe previous value. Domestic and overseas broadcast a step change in broadcastarrangements for England’s top-flight are likely to distributions forgenerate over £5 billion over the three year term. England’s top clubs whoThe new deals will deliver a step change in broadcastdistributions for England’s top clubs who are each set to are each set to benefitbenefit from an incremental increase of between £20m from an incrementaland £30m per season. As a result, it is possible thatthose English clubs currently on the fringes of the top 20 increase of between £20mmay break into the Money League in the next few years,with perhaps up to half of the list composed of English and £30m per season.clubs, up from the current seven. Certainly England willexpect to break their previous record for representationof eight clubs in the top 20. Growing apart As clubs have enjoyed substantial revenue growth, largeGrowth in domestic league broadcast rights contracts is differences in the level of earnings between clubs havenot limited to the Premier League, with Germany’s appeared, even amongst those at the very top end ofBundesliga also announcing new deals from 2013/14. the game.The value of the domestic deals are more than a 50%uplift on the current situation, although in terms of Whilst the fact that football’s top 20 earning clubsquantum the broadcast revenues generated by contribute over one quarter of the total revenues of theGermany’s top flight are far less than those of the European football market gives an indication of thePremier League. sport’s financial polarity, there are substantial revenue differences even among these 20 clubs.The ability of top-tier domestic league football to deliver‘through the season’ content is highly attractive to Real Madrid earned almost €200m more than fifthPay-TV operators, who pay premium rights fees for live placed Money League club Chelsea in 2011/12, doublerights, and have been instrumental in underpinning the that of eighth placed AC Milan, and approaching foursport’s remarkable revenue growth. and a half times (almost €400m more than) that of our 20th ranked club, Newcastle United. Whilst La Liga’s individual broadcast rights selling regime contributes to this polarity in the Spanish game, and means only the two Spanish giants make our top 20 rankings, the difference in the level of matchday and commercial revenues generated by the Game’s very top clubs and the rest, is also stark. This has been emphasised by the recent batch of commercial deals that have been announced by clubs. Manchester United’s ground breaking seven year shirt sponsorship deal with General Motors, worth $70m (€54m) in the first full season (2014/15) of the deal with small increases thereafter, topped FC Barcelona’s €30m per season deal with Qatar Sports Investments. Football Money League 2013 Sports Business Group 5
  8. 8. Manchester United’s ground breakingshirt sponsorship deal with GeneralMotors, worth $70m in the first fullseason of the deal with small increasesthereafter, topped FC Barcelona’s€30m per season deal with QatarSports Investments. Whilst some of these two clubs’ peers may look to these values as benchmarks, and the structure of inventory packaged in to a club’s main sponsorship deal can vary, This edition the value of such deals for many clubs in the bottom We provide profiles of each of the top 20 clubs in this half of the Money League are often in the single digit edition. The Deloitte Football Money League was millions, in Euro terms. compiled by Dan Jones, Austin Houlihan, Alex Bosshardt, Timothy Bridge, Chris Hanson, Andy Shaffer, This emphasises the gulf in revenue generating ability Chris Stenson and Alexander Thorpe. Our thanks go between those at the very top of the Money League to all those who have assisted us, inside and outside and the rest, and is likely to mean they remain in our the Deloitte international network. We hope you enjoy top ten for the foreseeable future. this edition. Dan Jones, Partner Sustainable growth Whilst the Money League covers clubs’ revenue performance, there is an increasing focus within European football on clubs achieving more sustainable levels of expenditure relative to revenues, particularly given UEFA’s financial fair play break-even requirement. Indeed clubs’ financial results for their reporting period ending in 2012 will be part of the break-even assessment, which will first apply to clubs in UEFA competitions for the 2013/14 season. We believe disciplined and responsible governance structures and financial management within European football, whilst providing the platform for investment in facilities and youth development, should only be encouraged.6
  9. 9. How we did itWe have used the figure for total revenue extractedfrom the annual financial statements of the company orgroup in respect of each club, or other direct sources, Each club’s financial information hasfor the 2011/12 season (unless otherwise stated). been prepared on the basis of nationalRevenue excludes player transfer fees, VAT and other accounting practice or Internationalsales related taxes. In a few cases we have madeadjustments to total revenue figures to enable, in our Financial Reporting Standards.view, a more meaningful comparison of the footballbusiness on a club by club basis. For instance, where Matchday revenue is largely derived from gate receiptsinformation was available to us, significant non-football (including season tickets and memberships). Broadcastactivities or capital transactions have been excluded revenue includes revenue from both domestic andfrom revenue. international competitions. Commercial revenue includes sponsorship and merchandising revenues. For a moreEach club’s financial information has been prepared on detailed analysis of the comparability of revenuethe basis of national accounting practice or International generation between clubs, it would be necessary toFinancial Reporting Standards (“IFRS”). The financial obtain information not otherwise publicly available.results of some clubs have changed, or may in future Some differences between clubs, or over time, may arisechange, due to the change in the basis of accounting due to different commercial arrangements and how thepractice. In some cases these changes may be significant. transactions are recorded in the financial statements, due to different financial reporting perimeters in respectBased on the information made available to us in of a club, and/or due to different ways in whichrespect of each club, to the extent possible, we have accounting practice is applied such that the same typesplit revenue into three categories – being revenue of transaction might be recorded in different ways.derived from matchday, broadcast and commercialsources. Clubs are not wholly consistent with each other The publication contains a variety of information derivedin the way they classify revenue. In some cases we have from publicly available or other direct sources, othermade reclassification adjustments to the disclosed than financial statements.figures to enable, in our view, a more meaningfulcomparison of the financial results. We have not performed any verification work or audited any of the information contained in the financial statements or other sources in respect of each club for the purpose of this publication. For the purpose of the international comparisons, unless otherwise stated, all figures for the 2011/12 season have been translated at 30 June 2012 exchange rates (£1 = €1.236). Comparative figures have been extracted from previous editions of the Deloitte Football Money League. There are many ways of examining the relative wealth or value of football clubs and at Deloitte we have developed models of anticipated future cash flows to help potential investors or sellers do just that. However, for an exercise such as this, there is insufficient public information to do that. Here, in the Deloitte Football Money League, we use revenue as the most easily available and comparable measure of financial wealth. Football Money League 2013 Sports Business Group 7
  10. 10. Ups and downs2011/12 Revenue (€m) 2010/11 Revenue (€m) Position in Football 1 0 Real Madrid 512.6 1 0 Real Madrid 479.5 Money League 2 0 2 0 Change on previous year FC Barcelona 483 FC Barcelona 450.7 Number of positions 3 0 Manchester United 395.9 3 0 Manchester United 367 changed 4 0 Bayern Munich 368.4 4 0 Bayern Munich 321.4 5 0 Chelsea 322.6 5 1 Chelsea 253.1 6 0 Arsenal 290.3 6 (1) Arsenal 251.1 7 5 Manchester City 285.6 7 0 AC Milan 234.8 8 (1) AC Milan 256.9 8 1 Internazionale 211.4 9 0 Liverpool 233.2 9 (1) Liverpool 203.3 10 3 Juventus 195.4 10 6 Schalke 04 202.4 11 5 Borussia Dortmund 189.1 11 1 Tottenham Hotspur 181 12 (4) Internazionale 185.9 12 (1) Manchester City 169.6 13 (2) Tottenham Hotspur 178.2 13 (3) Juventus 153.9 14 (4) Schalke 04 174.5 14 1 Olympique de Marseille 150.4 15 5 Napoli 148.4 15 3 AS Roma 143.5 16 (2) Olympique de Marseille 135.7 16 n/a new Borussia Dortmund 138.5 17 0 Olympique Lyonnais 131.9 17 (3) Olympique Lyonnais 132.8 18 0 Hamburger SV 121.1 18 (5) Hamburger SV 128.8 19 (4) AS Roma 115.9 19 n/a new Valencia 116.8 20 n/a new Newcastle United 115.3 20 n/a new Napoli 114.98
  11. 11. 2011/12 Revenues by streams (€m) 550 512.6 500 187.2 483 Real Madrid 186.9 450 FC Barcelona 395.9 400 145.4 368.4 Manchester United 201.6 350 Bayern Munich 322.6 199.2 87.1 Borussia Dortmund 300 290.3 285.6 Tottenham Hotspur Chelsea 179.8 64.9 138.5 Olympique de Marseille Internazionale 256.9 Arsenal Manchester City Olympique Lyonnais Schalke 04 250 96.8 233.2 128.5 AC Milan 139.4 Newcastle United 99.1 Hamburger SV 107.7 Napoli 200 195.4 189.1 185.9 Liverpool 178.2 174.5 AS Roma 73 97.3 50.3 Juventus 51.3 93.4 81.4 148.4 150 126.3 135.7 131.9 109 38 121.1 115.9 115.3 78.2 112.4 47 42.6 126.2 122 76.1 116.3 117.7 90.6 58.1 36.8 17.1 100 96.1 60.4 85.8 68.7 85.4 70.6 71.6 38 64.4 50 23 55.9 50.8 38.1 43.1 40 33.8 31.8 31.4 24.6 29.5 23.2 18.1 17.7 14.7 0 Matchday Broadcasting Commercial2011/12 Deloitte Football Money League clubs by country 7 4 2 5 2 England France Germany Italy Spain Football Money League 2013 Sports Business Group 9
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  13. 13. 1. Real Madrid Real Madrid: Revenue sources and percentages (€m) €512.6m 2011 Revenue €479.5m (£433m) 600 (£414.7m) 2011 Position (1) 36% 25% 500 513Real Madrid not only maintain their position as the 480 439leading club in the Deloitte Football Money League for 400 401an eighth consecutive season, equalling Manchester 366United’s record, but also become the first club to surpass 300the €500m revenue threshold. Revenue increased by 200€33.1m (7%) to €512.6m (£414.7m) in 2011/12 and 39%with a slightly increasing €29.6m gap to rivals 126.2m (£102.1m) 100FC Barcelona, Real Madrid remain the team to catch. 199.2m (£161.2m) 187.2m (£151.4m) 02011/12 will be remembered as a record breaking year Five year revenue totals 2008 2009 2010 2011 2012for ‘Los Merengues’ both on and off the pitch. They DFML position 1 1 1 1 1won the La Liga title for the 32nd time gaining 100points in the process – a feat that has never previouslybeen achieved by any Championship winning side in any highlighted by their ability to achieve growth during 2011/12 Domesticof the ‘big five’ European leagues. In doing so, they won difficult economic times in Spain and demonstrates that league position32 games scoring 121 goals, the most ever by a La Liga global brands are keen to align themselves with theside in both cases. Jose Mourinho’s side also had a good world’s most successful football club. 1 Real Madridrun in the UEFA Champions League before being 2 Barcelonadefeated by Bayern Munich in the semi-finals. During the 2011/12 season, Real Madrid extended their 3 Valencia kit deal with Adidas through to 2019/20. The club’s 4 MálagaMatchday revenue has increased by €2.6m (2%) to current shirt deal with bwin expires at the end of 5 Atlético Madrid€126.2m (£102.1m). With the club recently announcing 2012/13. Given the value of recent shirt deals‘Proyecto Bernabéu’ detailing plans to increase the negotiated by their European peers, Real Madrid maycapacity of the stadium with an increased corporate expect further revenue growth with a new deal. Thesehospitality offering, matchday revenue will grow in the factors, combined with the planned expansion of thefuture as the matchday experience for fans improves. Bernabéu, mean Madrid are strongly placed to retain their top position in the Money League, for a recordReal Madrid’s broadcast revenue is generated from their breaking ninth year and beyond.broadcast rights contract with Mediapro which runsuntil 2014/15 and UEFA Champions League and friendlymatches. In 2011/12 they enjoyed an increase of ‘Los Merengues’ won€15.7m (9%) to €199.2m (£161.2m) thanks primarily tothe variety of friendly matches played. The club played the La Liga title gainingfriendly matches in the US, China, Kuwait and acrossEurope during the 2011/12 season which delivered 100 points in the processincreased revenue. – a feat that has neverCommercial revenue has increased by €14.8m (9%) to been achieved by any€187.2m (£151.4m) thanks in part to increasedmerchandise sales. This highlights the strength of the Championship winningReal Madrid brand and the popularity of the club side in any of the ‘big five’amongst fans from all over the world. Additionally, the2011/12 season saw the commencement of agreements European leagues.with Emirates Airlines and the Spanish banking groupBBVA. The commercial strength of Real Madrid is Football Money League 2013 Sports Business Group 11
  14. 14. 2. FC Barcelona FC Barcelona: Revenue sources and percentages (€m) €483m 2011 Revenue €450.7m (£407m) 600 (£390.8m) 2011 Position (2) 39% 24% 500FC Barcelona retain second place in the Money League 483 451behind Real Madrid for the fourth successive year and 400 398relinquished their La Liga crown to their great rivals in 3662011/12. Even though the Catalans couldn’t quite match 300 309their unprecedented on-pitch success from 2010/11, the 200club enjoyed €32.3m (7%) revenue growth to €483m, 37%and success in both the Spanish Super Cup and FIFA 116.3m (£94.1m) 100World Club Cup made it a remarkable 14 trophies in 179.8m (£145.5m)four seasons for outgoing manager Pep Guardiola. 186.9m (£151.2m) 0 Five year revenue totals 2008 2009 2010 2011 2012Revenue growth was driven almost exclusively by DFML position 3 2 2 2 2another significant increase in commercial revenue, withgrowth of €30.6m (20%) to €186.9m in 2011/12.Barcelona’s commercial revenues have now increased by Matchday revenue of €116.3m (£94.1m) has increased 2011/12 Domestic€64.7m (53%) in the last two seasons. This is by €5.6m (5%) from 2010/11, but Barcelona have now league positionunderpinned by their shirt sponsorship deal with Qatar slipped behind Arsenal as the fourth highest revenue-Sports Investments, which began in 2011/12 and was generating club from this source. The club played the 1 Real Madridreportedly the most lucrative in world football, worth an same number of home matches in 2011/12 as in 2 Barcelonaestimated €30m a year, until Manchester United 2010/11 (29), and their average matchday revenue 3 Valenciaannounced its new deal with Chevrolet, due to figure of €4m has increased by €0.2m compared with 4 Málagacommence in the 2014/15 season. The club recently the prior year. Barca’s average home league match 5 Atlético Madridannounced that Qatar Airways will replace Qatar attendance was 75,069 in 2011/12.Foundation as the logo on the club’s shirt from the2013/14 season, marking the first time a for-profit entity Broadcast revenue has decreased by €3.9m (2%)has adorned the Catalans’ famous strip. compared with 2010/11, from €183.7m to €179.8m (£145.5m), a result of the club’s semi-final Champions League exit and consequent reduction in central UEFATheir shirt sponsorship distributions – FC Barcelona received €40.6m in UEFA distributions in 2011/12 compared to €51m in 2010/11,deal with Qatar Sports when they won the competition. An increase in revenueInvestments, which from the club’s domestic league and cup rights deal with Mediapro helped mitigate this reduction.began in 2011/12 was Midway through the 2012/13 campaign, FC Barcelonareportedly the most look well-set to regain their La Liga title from their arch-lucrative in world rivals Real Madrid, and continued on-pitch success will be crucial as they look to bridge the €29.6m gap at thefootball in that season, top of the Money League. Discussions are ongoing concerning the redevelopment of their historic Nouworth an estimated Camp home, and with Real Madrid currently planning€30m a year. enhancements to the Bernabeu, the dominance of Spain’s ‘big two’ at the top of the Money League may continue for some time yet.12
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  17. 17. 3. Manchester United Manchester United: Revenue sources and percentages (€m) €395.9m 2011 Revenue €367m (£331.4m) 600 (£320.3m) 2011 Position (3) 37% 31% 500Manchester United retain third place in the MoneyLeague despite revenues declining by £11.1m (3%) to 400 396£320.3m (€395.9m) in a season which saw the club 350 367narrowly miss out on retaining their Premier League title 300 325 327as well as suffer early exits from the UEFA Champions 200League and FA Cup. 32% 122m (£98.7m) 100The club continue to make great strides in their 128.5m (£104m)commercial operations, with revenue increasing by 145.4m (£117.6m) 0£14.2m (14%) to £117.6m (€145.4m), to become the Five year revenue totals 2008 2009 2010 2011 2012largest element (contributing 37%) of their total, having DFML position 2 3 3 3 3been the smallest in the previous year. This was drivenby new global partnerships such as the innovative DHLtraining kit deal, reportedly worth £10m per season. The as a result of playing four fewer home games (25) 2011/12 Domesticclub also entered into several new regional partnerships, compared with the previous season, overall matchday league positionparticularly in the new media and mobile sectors, which revenue decreased by £12.1m (11%) to £98.7m (€122m).contributed £20.7m of revenue, an increase of 20%. 1 Manchester City Despite the favourable movements in the Sterling 2 Manchester UnitedLooking forward, further commercial revenue growth is exchange rate, United are further behind the Spanish 3 Arsenalexpected, having entered into a world-record $559m top two in 2011/12, with a gap of €87.1m to second 4 Tottenham Hotspur(£357m) deal with General Motors for Chevrolet to placed FC Barcelona, which serves to emphasise the 5 Newcastle Unitedbecome their exclusive shirt sponsor for seven years importance of on-pitch success. If the Red Devils canbeginning in 2014/15. Revenues delivered in 2014/15 consistently produce improved results, particularly inwill be more than double those from the current Aon qualifying for later stages of the Champions League,deal, worth a reported £20m per year, with slight year then, together with the Chevrolet deal andon year increases built into the arrangement. As part of commencement of the new, improved Premier Leaguethe deal, the club will also receive around £12m in each broadcasting deal in 2013/14 which will deliver an upliftof the 2012/13 and 2013/14 seasons. The size of this of at least £20m, the club should be able to mount adeal has prompted the club to negotiate an early buyout stronger challenge to their Spanish competitors in ourof the DHL training kit agreement, effective from the ranking in the coming years.end of the 2012/13 season, as they seek greater valuefrom these rights. Commercial revenueFailure to progress beyond the group stage of theChampions League led to a fall in broadcast revenue of growth is expected, with£13.2m (11%) to £104m. The club received €36.4m(£29.5m) of UEFA distributions, which is a decrease of a world-record £357m€16.8m (32%) on the €53.2m they received for the deal with General Motors2010/11 campaign in which United reached the final,finishing runner-up to Barcelona. to become their shirtThe club’s attendance levels increased slightly in sponsor for seven years2011/12, with an average home crowd of 75,387 for beginning in 2014/15.league matches. This helped matchday revenue pergame to rise from £3.8m to £3.9m (€4.9m). However, Football Money League 2013 Sports Business Group 15
  18. 18. 4. Bayern Munich Bayern Munich: Revenue sources and percentages (€m) €368.4m 2011 Revenue €321.4m (£290.3m) 600 (£298.1m) 2011 Position (4) 55% 23% 500Despite a second consecutive trophyless season, BayernMunich reversed the previous year’s decline in total 400revenue, which increased by €47m (15%) to €368.4m 368(£298.1m) in 2011/12. Under the stewardship of 300 323 321 22% 295 290manager Jupp Heynckes, appointed in July 2011, it was 200a story of ‘so near yet so far’ for Die Bayern, finishingsecond in the Bundesliga, runner-up in the domestic cup 85.4m (£69.1m) 100and losing to Chelsea on penalties in the final of the 81.4m (£65.9m)UEFA Champions League in Munich. 201.6m (£163.1m) 0 Five year revenue totals 2008 2009 2010 2011 2012Matchday revenue grew €13.5m (19%) to €85.4m DFML position 4 4 4 4 4(£69.1m), despite Bayern freezing ticket prices for the2011/12 season. The improved performance in eachcompetition compared to 2010/11 saw the club host 25 Significant spending in the summer 2012 transfer 2011/12 Domestichome matches at the Allianz Arena, two more than the window has helped the club to hit the ground running league positionprevious season, with capacity attendances for the in 2012/13, with Bayern strongly placed in themajority of matches. Matchday revenue also included the Bundesliga and having qualified for the last 16 of the 1 Borussia Dortmundamount received by the club for hosting the 2012 Champions League. Bayern have also been busy on the 2 Bayern MunichChampions League final at the Allianz Arena. commercial front, securing a reported €30m per season, 3 Schalke 04 four year extension with long-term sponsor Deutsche 4 BorussiaThe Bavarians’ Champions League run, which saw them Telekom which will see the telecoms company remain as Mönchengladbachreach the final of Europe’s top tier club competition for the club’s main shirt sponsor through to 2017. This 5 Bayer Leverkusenthe second time in three years, resulted in the club commercial focus, along with a return to on-pitchreceiving €43.8m in UEFA central distributions, an success, will be necessary for the Bavarians to stayincrease of €11.2m on 2010/11 and the main reason ahead of the chasing English Premier League clubs oncebehind the rise in broadcast revenues from €71.8m to their new television deal comes into effect.€81.4m (£65.9m).As in previous years, commercial sources contributedover half of Bayern’s total revenue in 2011/12, with the It was a story of ‘so nearclub recording an impressive €23.9m (13%) increase in yet so far’ for Die Bayern,commercial revenues to €201.6m (£163.1m). This is thefirst time any Money League club has generated over finishing second in the€200m from a single revenue source. Merchandiserevenue increased by €13.5m (31%) to €57.4m, whilst Bundesliga, runner-up inrevenue from sponsorship and advertising grew by the domestic cup and€10.4m. This relentless commercial growth wasunderpinned by an eight year extension to the club’s losing to Chelsea in thelong-standing relationship with equipment supplierAdidas, who still hold an interest in the club, reportedly final of the UEFAworth €25m per season through to 2020. The club Champions League.continues to benefit from the strong German corporatemarket, adding Imtech to its portfolio of premiumpartners and extending its relationship with Samsungand local brewer Paulaner during 2011/12.16
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  21. 21. 5. Chelsea Chelsea: Revenue sources and percentages (€m) €322.6m 2011 Revenue €253.1m (£228.6m) 600 (£261m) 2011 Position (5) 27% 30% 500Chelsea secure a top five position in the DeloitteFootball Money League, with total revenue in 2011/12 400increasing by £32.4m (14%) to £261m (€322.6m).This significant growth is largely down to the on-field 300 323successes of the season. 2011/12 will be remembered as 270 259 245 253 200the year Chelsea became the first London club to win 43%the UEFA Champions League, overcoming Barcelona in 96.1m (£77.7m) 100the semi-finals and then defeating Bayern Munich in a 139.4m (£112.8m)dramatic penalty shoot-out in the final at the Allianz 87.1m (£70.5m) 0Arena. Chelsea made it a cup double in defeating Five year revenue totals 2008 2009 2010 2011 2012Liverpool 2-1 in the FA Cup final. However, their cup DFML position 5 6 6 5 5form was not matched in the Premier League, finishingin a modest sixth place, their lowest League position forten years. 2011/12 DomesticChelsea’s broadcast revenue increased by £14.7m (15%) 2011/12 will be league positionto £112.8m (€139.4m) thanks primarily to the improvedrun in the Champions League. This victorious campaign remembered as the year 4 5 Tottenham Hotspur Newcastle Unitedwas worth £48.5m (€59.9m) in UEFA distributions, Chelsea became the first 6 Chelseaa €15.4m increase from the previous season’s quarter-final effort. Domestically, Chelsea received £54.4m London club to win the 7 8 Everton Liverpool(€67.2m) in Premier League broadcast payments, adecrease of £3.3m from the previous season when the UEFA Champions finished runners-up. Chelsea’s aspirations to develop a new 60,000 capacityCommercial revenue increased by £7.5m (12%) to stadium took a setback when their bid for Battersea£70.5m (€87.1m), supported by the long term shirt Power Station and the surrounding site was rejected insponsorship and kit supplier deals with Samsung and favour of an alternative real estate development project.Adidas. Chelsea signed new agreements with Gazprom, Previously the club had stated that any majorDelta, Audi and Singha from 2012/13, providing the redevelopment of the current Stamford Bridge siteplatform for this revenue stream to continue to grow. would face major planning and economic obstacles.Matchday revenue increased by £10.2m (15%) to £77.7m As a result of the continuing difficulties surrounding the(€96.1m), mainly because of the extra three home games stadium redevelopment, Chelsea’s on-pitch success inthe cup successes generated during the 2011/12 season. the Champions League and Premier League is provingAverage home league match attendance of 41,478 saw fundamental to successfully competing with Arsenal andthe club once again achieve 98% utilisation of Stamford Manchester City for a top five Money League place.Bridge. Capacity constraints limit Chelsea’s average And with an early exit from the Champions Leaguematchday revenue per home match to £2.6m (€3.2m); already confirmed for the 2012/13 season, their currentsignificantly below that of Manchester United, who superiority will come under threat next year.generate £3.9m (€4.9m) per home match, and Londonrivals Arsenal at £3.3m (€4.1m). Football Money League 2013 Sports Business Group 19
  22. 22. 6. Arsenal Arsenal: Revenue sources and percentages (€m) €290.3m 2011 Revenue €251.1m (£226.8m) 22% 600 (£234.9m) 2011 Position (6) 41% 500Arsenal’s revenue increased to €290.3m (£234.9m) in2011/12, securing sixth position in this year’s Money 400League. In sterling terms, this represented an £8.1m(4%) rise on the previous year. 300 274 290 264 263 251 37% 200In their 125th anniversary season the Gunnersexperienced a similar level of on-pitch performance to 117.7m (£95.2m) 100the previous season. A late season rally helped the club 107.7m (£87.2m)finish in third position in the Premier League, with 64.9m (£52.5m) 0broadcast distributions remaining constant at £56.2m. Five year revenue totals 2008 2009 2010 2011 2012As in 2010/11, the club exited the Champions League at DFML position 6 5 5 6 6the round of 16 stage, with defeat to AC Milan, as aremarkable comeback fell just short. Arsenal’s reducedmarket pool share resulted in UEFA distributions at the end of the 2013/14 season, and in the context of 2011/12 Domesticdecreasing slightly to €28.2m. In Sterling terms, recent kit deals achieved at other Money League clubs, league positionbroadcast revenue was similar to the previous year at is expected to deliver a further revenue increase.£87.2m (€107.7m). 1 Manchester City The 2011/12 season saw Arsenal qualify for the 2 Manchester UnitedThe quality of facilities at the Emirates Stadium and the Champions League for the 15th consecutive season. 3 Arsenalclub’s enduring support continue to facilitate impressive Continued participation in Europe’s top tier clubs 4 Tottenham Hotspurmatchday revenue, the third highest of any Money competition is a necessity in order to maintain their 5 Newcastle UnitedLeague club. A capacity average league match position towards the top of the Money League, whilstattendance of 60,000, coupled with an extra improved on-pitch performance as well as commercialChampions League qualifying match helped the club revenue growth are also essential if the Gunners are toincrease matchday revenue in 2011/12 by £2.1m (2%) break back into the top five and avoid being overtakento £95.2m (€117.7m). Arsenal remain the only club in by Manchester City.the top 20 for whom matchday revenue is their largestrevenue source.As identified in previous editions of the Money League,compared with other top ten Money League clubs,Arsenal’s commercial revenue has been relatively low.While new partnerships with Bharti Airtel and MaltaGuinness helped increase total commercial revenue by£6.2m (13%) to £52.5m (€64.9m), the club is over£65m behind Manchester United in this area.With this in mind, the club has committed to focus ondeveloping commercial revenue and recently extendedtheir partnership with Emirates Airlines. The deal, worth£150m, represents a significant uplift on the previousagreement and will see the Dubai based airline remainthe club’s shirt sponsor until the end of the 2018/19season and retain the stadium naming rights until 2028.The club’s current kit deal with Nike is due for renewal20
  23. 23. 7. Manchester City Manchester City: Revenue sources and percentages (€m) 13% 600 49% 500 400 300 38% 286 200 170 38.1m (£30.8m) 153 100 104 102 109m (£88.2m) 138.5m (£112.1m) 0 Five year revenue totals 2008 2009 2010 2011 2012 DFML position 20 20 11 12 7 Despite playing two fewer home matches in 2011/12 €285.6m 2011 Revenue €169.6m (£153.2m) than in the previous season matchday revenue grew by 2011/12 Domestic (£231.1m) 2011 Position (12) league position £4.2m (16%). The 3% increase in average home league attendance to 47,045 and the quality of match on offer 1 Manchester CityAs forecast last year, Manchester City enter the Money to the fans through UEFA Champions League 2 Manchester UnitedLeague top ten for the first time in their history jumping participation were the major factors in this increase. 3 Arsenalup five places to seventh. Their inaugural participation in The club achieved an impressive 99% utilisation of the 4 Tottenham Hotspurthe UEFA Champions League and the commencement Etihad Stadium in 2011/12 for league matches. 5 Newcastle Unitedof the club’s ten-year partnership with Etihad Airways On-pitch success has brought more fans through thecontributed to revenue growth of £77.9m (51%) – the turnstiles with the club reporting that attendances havehighest of all Money League clubs. On the pitch, City grown by 10% since 2008/09.became English League Champions for the first time in44 years after a dramatic climax to the Premier League Commercial revenue almost doubled to £112.1mseason. However, their strong league form did not (€138.5m). The most significant component of thistranslate to the European stage and they failed to qualify growth was the commencement of the new partnershipfrom the group stages of the UEFA Champions League with Etihad Airways. As Premier League champions andand were knocked out of the UEFA Europa League at now regular Champions League participants, the clubthe last 16 stage. will undoubtedly look to capitalise commercially on their global status. In 2012/13 they have already agreed aCity’s broadcast revenue increased by £19.4m (28%) new deal with Hugo Boss and announced a kit deal withthanks largely to the receipt of UEFA Champions League Nike from the start of the 2013/14 season.and UEFA Europa League distributions totalling £22.5m(€27.8m). This compares with Europa League City’s impressive revenue growth has seen themdistributions in the previous year of £5.5m (€6.1m) and climb the Money League rapidly. In order to have ahighlights the importance of UEFA Champions League chance to maintain a top ten place or challenge the topparticipation to the top Money League clubs. five, the club must strive for improved UEFA Champions League performance and continue to develop theirDomestically, City were the recipients of the highest commercial potential.payout of all Premier League clubs receiving £60.6m(€74.9m) in broadcast payments after winning thePremier League, an increase of £5m (€6.1m) from theprevious season when they finished in third place. Football Money League 2013 Sports Business Group 21
  24. 24. 8. AC Milan AC Milan: Revenue sources and percentages (€m) 13% 600 38% 500 400 300 244 257 49% 200 235 210 197 33.8m (£27.4m) 100 126.3m (£102.2m) 96.8m (£78.3m) 0 Five year revenue totals 2008 2009 2010 2011 2012 DFML position 8 10 7 7 8 prior year, and Milan’s success in the 2011 Italian Super €256.9m 2011 Revenue €234.8m (£212m) Cup in Beijing ensured the club did not end the season 2011/12 Domestic (£207.9m) 2011 Position (7) league position empty-handed. 1 JuventusAC Milan drop one place to eighth in this year’s Money Commercial revenue growth of €3.3m (4%), from 2 AC MilanLeague, but remain the leading Italian club ahead of €93.5m to €96.8m (£78.3m), represents a slow-down 3 UdineseJuventus, city rivals Internazionale and Napoli. Total from the previous year’s growth rate. That year’s figure 4 SS Laziorevenues increased by €22.1m (9%) to €256.9m, but was boosted by the first year of shirt sponsorship by 5 Napolithis wasn’t enough to prevent Manchester City Emirates, as well as several other new commercialleapfrogging them into seventh place. On the pitch, partnerships. New partnerships for the 2012/13 seasonMilan were pipped to the 2011/12 Serie A title by were announced with betting company Iziplay Poker,unbeaten Juventus, and lost to Barcelona in the quarter- Italian rail operator Trenitalia, and United Biscuits, allfinals of the Champions League, their best run in the adding to Milan’s impressive portfolio of globalcompetition since winning it in 2007. commercial partners.Matchday revenue of €33.8m (£27.4m) increased by 1% AC Milan are solidly placed to continue as one of only(€0.2m), as the Rossoneri played two more home four perennial top ten clubs in the Money League nextmatches than the prior year, but saw average league season. But with limited scope to increase matchday orattendances reduce from 53,637 to 48,487. Along with commercial revenue without significant investment intheir co-tenants Inter, AC Milan continue to struggle to stadium facilities, their only apparent route to increasinggenerate sufficient matchday revenue from their ageing revenue in the short term and improving on eighth placeSan Siro home to keep pace with the Money League’s is success in the Champions clubs. Despite the fact that their Stamford Bridgestadium has just over half the capacity of the San Siro,fifth-placed Chelsea generated nearly three times the AC Milan remain thematchday revenue of AC Milan in 2011/12. leading Italian clubAn increase of €18.6m (17%) in broadcast revenue to€126.3m (£102.2m) was driven largely by a €14.1m ahead of Juventus, cityincrease in UEFA distributions to €39.9m, resulting from rivals Internazionalean improved performance in the Champions League.Domestic distributions also increased compared with the and Napoli.22