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English clubs are in the money

The tireless and authoritative Swiss Ramble has surfaced from his Zurich bunker to comment on the latest Deloitte Money League.  I highlight some of his fascinating tweets here.

Revenue has obviously been significantly impacted by COVID-19. Deloitte estimate that the Money league clubs have missed out on well over €2 bn of revenue over the 2019/20 and 2020/21 season as a result of the pandemic.

That said, Top 20 Money League clubs’ 2020/21 revenue was more or less unchanged at £7.2 bn, despite match day and commercial falling £995m (91%) and £196m (6%) respectively, as this was compensated by broadcasting rising £1.2 bn (43%), largely due to deferred 2019/20 money.

Revenue for Top 20 clubs was basically flat at €8.2 bn, which is €1.1 bn (12%) lower than 2019 peak of €9.3 bn, though still 3rd highest ever total. Moreover, revenue has more than doubled from €3.9 bn in 2009, growth led by broadcasting €2.9 bn and commercial €2.3 bn.

Broadcasting rose €1.3 bn (43%) from €3.2 bn to €4.5 bln, a record high for this revenue stream, largely due to the deferral of some revenue from 2019/20 to 2020/21 for games played after the accounting close, both in domestic leagues and UEFA competitions.

Commercial fell €222m (6%) from €3.7 bln to €3.5 bln. The impact of COVID was not as significant as expected, as lower merchandising sales, impacted by the closure of retail outlets, were partly offset by new sponsorships and partnership agreements for several Money League clubs.

The rise of Manchester City

Manchester City climbed five places to top the Money League for the first time (only the fourth club to ever do so), as revenue increased £89m to £571m. Three other clubs reported more than half a billion: Real Madrid, Bayern Munich and Barcelona (down three places).

City have proved most resistant to COVID, having actually grown revenue by €34m (6%) since the pandemic struck. All other leading clubs from the Big Five leagues have suffered large reductions. City have increased revenue by more than half a billion since 2009.

It’s a similar story when comparing Manchester City and Liverpool, as City have higher broadcasting (£297m vs. £269m) and much higher commercial (£273m vs. £211m). Liverpool will reduce the deficit via higher match day, but it is difficult for the Reds to close the gap.

£571m overtook Manchester United’s £494m with City ahead of United in both broadcasting (£43m higher, due to winning Premier League and reaching Champions League final) and commercial (£41m). United were badly hit by £80m reduction in match day, which was twice as much as City’s £41m fall.

In North London the Haringey club overtook the one in Islington in 2019 and revenue now outperforms their rivals in broadcasting (£22m higher) and commercial £(15m). Spurs will also benefit from their new stadium with the return of fans. It is imperative for Arsenal to qualify for the Champions League.

 English clubs are in the money

There are no fewer than 10 English clubs in the top 20, including Manchester United £494m (5th), Liverpool £487m (7th), Chelsea £437m (8th), Spurs £360m (10th) and Arsenal £325m (11th). There were three new English entrants to the top 20: Leicester City, West Ham and Wolves.

The total number of English clubs in top 20 increased from 7 to 10 (the same as the previous high in 2017), followed by Spain and Italy with three apiece. Germany fell from four to two, as 2019/20 was boosted by them completing the season. France and Russia both had one club.  England has an amazing 14 clubs in the top 30, which is twice as much as the next highest country, Italy seven, followed by Spain four, Germany three, France one and Russia one.

In England Man City £571m overtook both United £494m and Liverpool £487m to top the table. Liverpool fell two places to 7th, while Chelsea’s Champions League win helped retain 8th place. Wolves entered Money League for first time in 17th, while promotion saw first appearance for Leeds United (23rd).

Clubs were protected from a worse COVID impact by higher broadcasting revenue, especially in England with Man United up £115m (return to Champions League) and Champions League finalists Man City £107m and Chelsea £91m., who earned €120m for reaching  he Champions League final.

The importance of European qualification is clear, especially for Chelsea and Man City, who earned €120m for reaching the Champions League final.  Manchester United were boosted by returning to the CL, then reaching the Europa League final.  Spurs were hurt by dropping to the Europa League, though this competition helped Leicester City.

The two Spanish giants both saw large revenue falls, though Rea Madrid £567m was enough to retain 2nd place. FC Barcelona's drop from £627m to £515m meant they fell from 1st to 4th, their lowest since 2014. Still a big gap to Atleti  £295m and Sevilla £177m (boosted by CL return).

The only club outside the Big Five leagues to feature in the Money League was Zenit Saint Petersburg (20th with £188m).  [From neutral Switzerland the Swiss Ramble cannot mention that President Putin’s home town club are unlikely to feature next year]. However, Benfica and Ajax, who featured in the top 30 in the previous season, fell below the threshold.

Main revenue streams

Six clubs earned more than quarter of a billion pounds from broadcasting, namely Man City £297m, Real Madrid £275m, Chelsea £274m, Liverpool £269m, FC Barcelona £256m and Manchester United £255m. English clubs benefited most from revenue deferrals, in the same way they were worst hit last year.  The size of the Premier League TV deal is highlighted by the significant percentage generated by “smaller” English clubs, e.g. Wolves 87%, West Ham 83%, Leicester City 82% and Everton 76%.

Commercial held up pretty well with Bayern leading the way with £306m, followed by PSG £299m, Real Madrid £285m and the highest English club Man City £273m. Largest year-on-year growth at PSG £37m and City £23m, though big reductions over £50m for Barca, Madrid and Manchester United.

During the pandemic, commercial partnerships have become increasingly important with four clubs generating more than half of their income from this revenue stream: Zenit 76% (mainly Gazprom), PSG 61%, Bayern 56% and Real Madrid 50%. Then come Man City with 48%.

Next year’s revenue figures should look better, as match day income returns to previous levels. Broadcast revenue will fall, as there will be no artificial boost from deferred money, though this will be partly offset by the new TV deal for UEFA competitions
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