Deloitte have published the 2019 Money League, showing the 20 highest-earning clubs in world football during the 2017-18 season. Manchester United were knocked off their perch, falling from top to third place behind Spanish giants Real Madrid and Barcelona, though the Premier League’s Big Six all made the top ten for the first time.
Liverpool showed an impressive 25 per cent growth – though that was dwarfed by Newcastle. Rafa Benitez hasn’t got a pot to piss in when it comes to transfers, but in leading United back to the Premier League, the Toon manager helped feather Mike Ashley’s sweaty nest.
Here are the nine Premier League clubs to make the Money League top 20 ranked in order of growth. Or decline, in Arsenal and West Ham’s case…
1) Newcastle United: 108% growth
2017-18 revenue: £178.5
2016-17 revenue: £85.7m
Year on year increase: +£92.8m
Revenue split:
Commercial 16%
Matchday 13%
Broadcast 71%
Place in Deloitte Football Money League 2019: 19th (new entry)
Deloitte says: “A return to the most lucrative league in world football, and successfully avoiding relegation in its first season, resulted in a £79m (167%) increase in broadcast revenue highlighting the financial reward on offer for clubs that reach the very top of the English football pyramid. Premier League status also had a noticeable impact on commercial revenue, which almost doubled, as performance- based clauses triggered by promotion, resulted in notable uplifts in key deals with the club’s technical kit supplier and shirt front sponsor.”
2) Liverpool: 25% growth
2017-18 revenue: £455.1m
2016-17 revenue: £364.5m
Year on year increase: +£90.6m
Revenue split:
Commercial 33%
Matchday 18%
Broadcast 49%
Place in Deloitte Football Money League 2019: 7th (up 2 places from 9th in 2018)
Deloitte says: “Whilst the club ultimately finished runners-up in the Champions League, revenue increased by £90.6m (25%), the highest uplift of any top ten Money League club, emphasising the financial reward from a strong showing in UEFA’s flagship competition and the impact of on-pitch performance on a club’s Money League position. Almost half of total revenue (49%) was received from broadcasters with the club earning the equal most broadcast revenue of the Money League top 20 alongside Real Madrid. Another strong Champions League performance will be critical to maintain the revenue growth seen in 2017/18. Continued success on the pitch should also bring the exposure the club requires to continue growth of its commercial revenue.”
3) Tottenham: 23% growth
2017-18 revenue: £379.4m
2016-17 revenue: £308.9m
Year on year increase: +£70.5m
Revenue split:
Commercial 27%
Matchday 20%
Broadcast 53%
Place in Deloitte Football Money League 2019: 10th (up 1 place from 11th in 2018)
Deloitte says: “A season-long relocation to Wembley Stadium resulted in Spurs’ average league attendance more than doubling and a matchday revenue increase of £26.5m (54%) to £75.5m. The start of a lucrative new deal with Nike was a key factor in commercial growth of £31.5m (44%). Performances on the pitch for the rest of this season are likely to be the deciding factor in whether Spurs reach new heights in next year’s Money League. Capacity restrictions at Wembley Stadium means that a decline in matchday revenue is likely in 2018/19.”
4) Chelsea: 22% growth
2017-18 revenue: £448m
2016-17 revenue: £367.8m
Year on year increase: +£80.2
Revenue split:
Commercial 38%
Matchday 16%
Broadcast 46%
Place in Deloitte Football Money League 2019: 8th (non-mover from 8th in 2018)
Deloitte says: “The 2017/18 season marked a return to the Champions League and the commencement of a new kit deal worth a reported £60m per annum, which were the main drivers in broadcast and commercial revenue increases of 26% (£41.7m) and 22% (£30.1m) respectively. With major deals with Nike and Yokohama fixed for a number of years and the club failing to secure Champions League football for 2018/19, it will be difficult for Chelsea to increase revenue and challenge those clubs above them in the Money League in the short term.”
5) Manchester City: 11% growth
2017-18 revenue: £503.5m
2016-17 revenue: £453.5m
Year on year increase: +£50m
Revenue split:
Commercial 47%
Matchday 11%
Broadcast 42%
Place in Deloitte Football Money League 2019: 5th (non-mover from 5th in 2018)
Deloitte says: “Whilst matchday revenue improved marginally, the club’s total of £56.6m is the lowest of any club in the top ten and likely remains an area of potential growth for City. Commercially, reports suggest that a lucrative new kit manufacturer deal has been agreed from 2019/20 which should see revenue growth in the next edition of the Money League. Of pressing focus will be on-pitch results in 2018/19, and in particular a strong performance in the Champions League to provide the revenue the club may require to ensure a top five position is maintained.”
6) Everton: 10% growth
2017-18 revenue: £188.6m
2016-17 revenue: £171.2m
Year on year increase: +£17.4m
Revenue split:
Commercial 16%
Matchday 9%
Broadcast 75%
Place in Deloitte Football Money League 2019: 17th (up 3 places from 20th in 2018)
Deloitte says: “Everton’s matchday revenue continues to rank the lowest of any club in the Money League and remains a key area for improvement in coming years. The club’s ambitions to move to a new stadium remain, but any financial impact would not be realised for a number of years.”
7) Manchester United: 2% growth
2017-18 revenue: £590m
2016-17 revenue: £581.2
Year on year: +£8.8m
Revenue split:
Commercial 47%
Matchday 18%
Broadcast 35%
Place in Deloitte Football Money League 2019: 3rd (down 2 places from 1st in 2018)
Deloitte says: “Despite a Champions League return in 2017/18, UEFA distributions were broadly similar to the amount received from winning the Europa League in the previous season, as qualification via UEFA’s second-tier competition resulted in a lower share of the lucrative market pool distributions relative to other English clubs participating in the Champions League. It is ultimately the virtuous link between strong on-pitch performance and financial growth that will influence the club’s ability to close the gap on the Spanish duo at the top of this year’s Money League.”
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8) West Ham: 4% decline
2017-18 revenue: £175.3m
2016-17 revenue: £183.3m
Year on year: -£8m
Revenue split:
Commercial 18%
Matchday 14%
Broadcast 68%
Place in Deloitte Football Money League 2019: 20th (down 3 places from 17th in 2018)
Deloitte says: “The fact that the club generated the 15th highest level of broadcast revenue in our top 20 despite no participation in UEFA club competitions highlights the importance of the central broadcast rights value to clubs in England.”
9) Arsenal: 7% decline
2017-18 revenue: £389.1m
2016-17 revenue: £419m
Year on year: -£29.9m
Revenue split:
Commercial 28%
Matchday 25%
Broadcast 47%
Place in Deloitte Football Money League 2019: 9th (down 3 places from 6th in 2018)
Deloitte says: “Arsenal fall three places to ninth, their lowest position in the Money League since 2004/05, highlighting the financial consequences from their failure to qualify for the Champions League. Revenue fell £29.9m (7%), the most of any Money League club, and is the Gunners’ first annual revenue reduction since 1995/96. Despite the club reaching the Europa League semi-finals, reduced UEFA distributions from a lack of Champions League football resulted in a marked decline in broadcast revenue (£18.4m). Their continued absence from the Champions League this season means it is unlikely that Arsenal will climb next year’s Money League, and will come under pressure to retain ninth, or even perhaps a place in the top ten.”
Ian Watson