Huddersfield Town FC’s 2018 Finances – Premier Profits

Huddersfield Town FC's Finances 2018

Huddersfield enjoyed another memorable season, beating the odds to secure Premier League survival with a 16thplaced finish, just a season after an unexpected promotion. 

Huddersfield were expected to finish rock bottom given their modest budget and the surprise they were promoted in the first place, but they made all their fans proud in their first season in the Premier League.

An inaugural Premier League campaign turned a £17.1m loss in 2017 into a record-breaking £25.7m profit for the club, showing the riches the Premier League brings.

Let’s delve into the numbers.

Huddersfield Profit:Loss 2018

Revenue Analysis

Huddersfield 2018 Revenue

Revenue shot into the stratosphere for Huddersfield, rocketing from £15.8m to £125.2m (692%) as they benefitted for the riches available in the Premier League.

Matchday revenue increased from £4.0m to £4.8m (20%) as fans flocked to the John Smith’s Stadium and ticket prices rose slightly.

Broadcasting revenue increased 12-fold, rising from £7.5m to an eye-watering £109.8m (1,364%!) as Huddersfield saw first-hand the riches the Premier League brings and why clubs fight tooth and nail to get to the top flight and to stay there.

Huddersfield also performed slightly better in the cups which added to their prize money pot.

Commercial revenue nearly tripled, increasing from £3.4m to £9.7m (185%) as the club exploited their new Premier League status to good effect and will be hoping they can maintain this despite relegation.

Other revenue was stable at £0.9m.

Looking ahead, Huddersfield are relegated however their revenue next season should remain fairly stable. Finishing 3 or 4 places lower than last season will hit the club by around £6-10m, however commercial revenue may offset much of this drop. 

The real drop will be felt next year when they play in the Championship and are likely to see revenue drop by at least a third as they will receive around £8m from the Championship in revenue and then further parachute payments.

Costs Analysis 

Huddersfield Costs 2018

Huddersfield saw their costs more than double from £38.5m to £103.6m (169%) as they invested relatively heavily to make themselves Premier League ready. However, this rise in costs paled in comparison to the huge increase in revenue, boosting profitability significantly.

The increase in costs is even more pronounced when considering that they had exceptional one-off costs of £11.9m related to gaining promotion last season.

Amortisation costs increased from a measly £2.7m to £17.1m (533%) as the club, who are used to relatively quiet transfer windows, experienced the largest transfer season in their history. 

Huddersfield also had an impairment charge on existing players values of £1.5m.

Interest charges increased from a minimal amount to £0.5m due to interest on transfer fees paid by instalments.

Huddersfield Wages 2018

Huddersfield’s wages nearly tripled, rising from £21.7m to £62.6m (188%) as the club paid their new players at Premier League rates while existing players were rewarded with lucrative new deals. 

Huddersfield are likely to have also rewarded players in spades for securing survival.

This wage increase works out at a huge extra £787k per week, an astronomical amount. However, to put this into perspective, this is still the lowest wage bill in the Premier League, showcasing the amazing feat they achieved in surviving.

Directors were rewarded as their wages increased from £291k to £664k (128%).

Looking ahead, Huddersfield will see a further increase in costs next season as the club spent relatively heavily again then they are used to. Huddersfield will be hoping that wages do then drop significantly next season as wage drop clauses come into effect and high-earners leave following relegation.

Transfers Analysis

Huddersfield Net Transfer Spend 2018

Huddersfield had the biggest transfer year in their history, spending £51.1m to bring in 9 players.

In came Mounie (£11.7m), Pritchard (£11.1m), Ince (£8.2m), Mooy (£8.2m), Malone (£3.5m), Depoitre (£3.4m), Zanka (£2.4m), Sabiri (£1.4m) and Kachunga (£1.2m) for a combined £51.1m.

Out went Wells (£4.9m) and Dempsey (£0.4m) for combined £5.3m.

This meant their net transfer spend increased from a measly £2.7m to a huge £45.8m (1,596%), only their third net transfer spend in the last 7 years.

The signings all did their bit to secure survival with Mooy proving one of the signings of the season while Mounie offered some goal threat and Pritchard boosted the club just when they needed it following his winter move.

Huddersfield also secured a profit on player sales of £5.9m, although this amount also includes the sale of Ince to Stoke.

In cash terms, Huddersfield spent actual cash of £39.0m while they only received £2.5m, a net cash outlay of £36.5m.

They are however owed a further £7.4m (of which £4.5m is due this year) but owe £14.6m (of which £11.5m is due this year), meaning they owe £7.2m net, an amount that should not affect future transfer plans.

Huddersfield also have contingent transfer fees payable if certain clauses are met. A potential £4.6m is payable to players while they could also be forced to fork out an additional £2.1m to agents.

Debt Analysis

Huddersfield Net Debt 2018

Huddersfield’s finances were significantly boosted by the Premier League and this was reflected in their cash balance more than doubling.

Cash reserves increased from £3.0m to £6.5m (117%) due to the profits made on promotion. £5.1m was used on a new training ground at PPG Canalside and stadium enhancements, with a further £0.7m on other improvements. This £5.8m infrastructure investment was up from only £1.1m last year, showing the long-term outlook Huddersfield have sensibly chosen.

In the process of counting all their new cash, Huddersfield actually repaid some loans owed to their owner.

Debt levels fell from £53.1m to £50.2m (5%) as the owner rewarded himself with a job well done this year, repaying himself £2.9m.

This repayment may soon be back with the club following another heavy transfer window that may require funding, while relegation is unlikely to see him repay himself again anytime soon.

Net debt hence fell from £50.1m to £43.7m (13%) after the increase in cash and decrease in debt. 

Huddersfield are still in a good place financially despite relegation this season due to the prudence they showed in their two year stay. This means that the club should be okay if their stay in the Championship is prolonged, although a quick return would be welcome, and they are well positioned financially to do this.

A return within the next two seasons would mean their financial approach wouldn’t have to change too much as parachute payments should assist their transition to the Championship. 

Any longer and further investment will be needed to avoid a much longer stay in the Championship becoming their reality.

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The True Costs of Transfers

Premier League True Summer Transfer Cost

The True Costs of the Premier League 2018 Summer Transfer Window

The Premier League transfer window has officially shut with over £1.2bn spent by Premier League clubs ahead of the new season.

Clubs have to be wary of Financial Fair Play when purchasing players to avoid penalties and bans (for more on this click here) and also need to ensure they are running sustainably for their owners etc.

This brings us to this article, which will explain the true costs of transfers from the 2018 summer transfer window explained briefly below:

When clubs sign a player, from an accounting perspective this is not all charged in the year of the transfer as the payments are matched to how the player will be used. So, a player signing for £50m on a 5-year contract is deemed to cost the club £10m a year, known as the amortisation cost. This is the true costs of the transfer per season for the club.

Another key element is player sales. In this regard the profit the club gain is not simply the transfer fee received minus the transfer fee paid, it is the transfer fee received less the remaining value of the player sold. So, for a £50m player on a 5-year contract, he will be ‘worth’ £50m minus the amortisation charges to date, so after two years of charges, the player will be ‘worth’ £30m. Hence, should a player be sold 2 years later for £50m, a ‘profit’ of £20m will be recorded, rather than nothing like many people believe.

This article will analyse each Premier League club’s business and compare to their counterparts.

Due to the availability of data, this excludes the costs of loans and player wages. All transfer fees and contract lengths are via Transfmartk.co.uk. In order to simplify the amortisation costs, we have ignored contract renewals which make the calculation more complex without much added insight.

Let’s Not Talk About Spend, Let’s Talk About Net Spend

Premier League Transfer Net Spend

Premier League clubs had an active transfer window despite its shortening, spending over £1.2bn, receiving only £353m in return, leaving the club with an astronomical net spend of £909m.

This was due to higher spending by certain clubs, with Liverpool leading the way by a distant after investing heavily following their Champions League heartache with Naby Keita, Fabinho, Alisson and Shaqiri joining while only Danny Ward left, leaving the merseysiders with a net spend of £151m.

Fulham became the first promoted club to ever break the £100m barrier after a barnstorming transfer window with 7 players arriving for transfer fees and only 1 leaving. This led to the club having a net transfer spend of £101m with Seri the pick of the players signed.

Fellow West Londoners Chelsea had the third biggest net spend at £92m after breaking the world transfer record for a goalkeeper in the £72m paid for Kepa after losing Courtois to Real Madrid and they also signed Jorginho.

Manchester United and Manchester City had quiet windows with both making one big purchase a piece with Fred joining United (along with Dalot and Grant) and Mahrez joining City.

At the other end of the scale were Watford with a net transfer spend of minus £23m after not reinvesting all of their Richarlison windfall. Newcastle also were in the black after recording a net transfer spend of minus £13m as Mike Ashley used transfer cash received to purchase House of Fraser rather than reinvest in the Toon.

Additional Amortisation Costs

Premier League Amortisation Costs

Premier League clubs face additional transfer costs of £275m this year alone after a huge transfer spend of over £1.2bn, with this cost spread of the players signed contracts which average at just over 4-year contracts.

Amortisation costs are, as explained above, based on transfer spend and contract lengths and as such the costs are higher for larger spends and also higher when contract lengths are shorter. A key example is Kepa, a £72m keeper who signed a 7-year contract, costing Chelsea just over £10m a year. While Mahrez, a £61m purchase on a 5-year contract cost Manchester City more at just over £12m a year despite the smaller transfer fee.

Liverpool unsurprisingly lead the way after their impressive transfer window where they spent £164m with Alisson signing a 6-year contract while Keita, Fabinho and Shaqiri signed 5-year deals. Liverpool will have additional costs of £31m after these deals.

Fulham had the second highest net spend after their £105m 7 player splurge with contracts lengths 4 years on average, bringing amortisation costs of £24m over that period.

Leicester despite their relatively small net spend have a large transfer costs due to their £103m spend with the Mahrez deal diluting their net spend after the club reinvested the Mahrez cash and then some, leading to an amortisation cost of £22m.

Chelsea and West Ham also had large amortisation costs above £20m after their productive transfer windows.

Tottenham were at the other end of scale after an inactive transfer window, becoming the first club since the transfer window came into effect in 2003 not to purchase or sell a player.

Crystal Palace were the only other club to have an additional amortisation cost below £5m.

Amortisation Costs Savings

Premier League Amortisation Savings

Premier League clubs saved £41m on amortisation cost after after player sales of £353m with many players sold either brought cheaply or have been long serving players that no longer attract amortisation costs after staying longer than their original contract.

Amortisation costs savings are driven again by the transfer fee paid when the player was brought and their original contract length. So, for instance Daley Blind signed for Manchester United 4 years ago for £15.8m on a 4-year contract, costing Manchester United just under £4m a year for those 4 years. Now that the 4 years are up, Blind costs United nothing from an accounting perspective, so no amortisation costs are saved and hence no savings included in our calculations.

As such many Premier League clubs didn’t recorded any savings as the players sold had already seen their entire transfer fee amortised. This includes players signed as youths such as Danny Ward at Liverpool or long serving players such as Courtois at Chelsea.

In a couple of situations, players were signed and immediately sold. This was the case for Benik Afobe at Wolves and Mikel Merino for Newcastle. In both these cases the amortisation costs were excluded when calculating additional costs and savings.

Bournemouth were the biggest savers, saving just under £8m after the sales of the after mentioned Benik Afobe to Wolves (before Wolves later sold him to Stoke), Lewis Grabban and Max Gradel.

Everton (£7m), Newcastle (£6m) and Watford (£5.5m) were the only other clubs to save in excess of £5m on player sales after the sales of the likes of Klassen, Mitrovic and Richarlison.

Burnley, Cardiff, Crystal Palace and Tottenham sold no players hence the reason for their lack of amortisation costs savings.

Chelsea, Liverpool, Manchester United, Southampton and West Ham also had no amortisation costs savings despite player sales due to the players sold having been at the club for at least their original contract lengths such as Courtois, Danny Ward, Blind, Tadic and Kouyate.

Profit, Profit, Profit (Or Loss)

Premier League Transfer Profit

Premier League clubs due to this made profits on their sales of £247m after selling players for £353m, a 70% return on investment.

When players are sold, as seen above, this may not lead to amortisation costs savings if the players amortisation costs were low due to the price paid or they have been at the club a long time.

This doesn’t mean they receive nothing, as the amount earned is recorded as a profit on player sales. This is recorded as the transfer fee received minus their remaining value as explained in the introduction. However, to avoid you having to scroll up, here is an example from this season using Courtois.

Courtois cost Chelsea £8m 7 years ago on a 5-year contract, costing the club £1.6m a year initially. Each year he is worth less of his transfer fee, so after 1 year he is worth £6.4m and after 2 years £4.8m etc. After 5 years he is worth essentially zero, at this point when he is sold the transfer fee received is all profit, so Chelsea record a profit of £31.5m.

Clearly the biggest benefiters here were Leicester after their sale of Mahrez was essentially all profit and hence the club recorded a profit of £67.1m.

Chelsea also benefited as described above, whilst Watford were the only other club to record a profit of more than £30m after their sale of Richarlison.

Everton were one of only two clubs to make a loss after the costly purchases of Klassen and Funes Mori who they both made a loss on after buying them recently and then selling on the cheap. Leading to a loss of £3.8m.

Arsenal also made a loss on the flop transfer of Lucas Perez, diluted slightly by the sale of academy graduate Akpom.

Burnley, Cardiff, Crystal Palace and Tottenham made no transfer sales and hence recorded no profit or loss this year.

The Summary – The True Cost

Premier League True Transfer Cost

To work out the true cost of this transfer window we use the following formula:

Additional amortisation costs – Amortisation costs saved -/+ Profit/Loss on player sales.

This gives an interesting picture for Premier League clubs with a net transfer costs of minus £13.9m! Meaning Premier League clubs as a whole have saved on transfers this year from a Financial Fair Play perspective.

This is heavily skewed due to the net savings made by Leicester, Watford and Newcastle in particular.

Leicester, due to the Mahrez deal have made a saving of approximately £50m after their new signings, while Watford and Newcastle have also saved in excess of £20m.

Both Manchester clubs are in the black after making one big purchase each and selling a couple fringe players.

Chelsea are also in the black after selling Courtois.

Fulham have the highest cost of £20m after their sensation transfer window in which they spent hugely for a Premier League newcomer, making a statement on their ambitions.

Liverpool were unsurprisingly up there with a net cost of £18m. Everton and Arsenal were the only other clubs with a net cost exceeding £15m.

To put this all into perspective there is a mismatch. The profits received are all given in the period of sale, while new transfers are spread over their contract. This means that Chelsea, despite making a profit on Courtois, and hence their net costs are negative, will indeed see amortisation costs rise in the long run as next year they will not have that Courtois profit.

The same is the case for amortisation costs saved, for some of the players sold, they may only have had one more year of amortisation costs and as such this saving will not be there next year and hence they will see amortisation costs rise the following year.

Amortisation costs have risen over the years and will continue to as long as clubs net spends are still as large as they are.

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Huddersfield 2018 Financial Review

Huddersfield Financial Review 2018

Huddersfield enjoyed a jubilant season, ending in dramatic fashion after a 4-3 penalty shootout victory in the Championship Play-offs, leading Huddersfield to the riches of the Premier League for the first time in their history.

Promotion to the Premier League promises a huge financial uplift for Huddersfield, who amazingly managed to prove all their doubters wrong this season by securing Premier League survival on the penultimate game of the season.

This article looks at their financial performance of Huddersfield in getting promoted and the costs that the club incurred in getting there that increased their losses from £1.6m last year to £17.1m this year.

Let’s delve into the numbers.

Huddersfield Profit:Loss

Revenue Analysis 

Huddersfield Revenue

Revenue increased to record levels, rising from £11.2m to £15.8m as all areas of revenue grew in their promotion winning season.

Matchday revenue rose from £3.2m to £4.0m (25%) as fan excitement grew as they edged towards the playoff, with Huddersfield initially predicted as a potential relegation candidate after a 19th placed finish in the prior year. Fans flocked to the stadium under new manager David Wagner leading to this increase while a run to the FA Cup Fifth Round also contributed to matchday revenue.

Broadcasting revenue soared, rising from £4.8m to £7.5m (56.3%) as Huddersfield finished 14 places higher than last season’s 19th placed finish. The club also gained significant revenue from their TV matches, in particularly the play-off matches that led to promotion. A run to the FA Cup Fifth Round also boosted broadcasting revenue.

Commercial revenue also rose, increasing from £2.4m to £3.4m (41.7%) as Huddersfield begun to benefit from their new Premier League status and attractive playing style. All in all it was a successful commercial season for the club who will be looking to exploit their success further over the coming year.

Other revenue remained relatively stable, rising from £0.8m to £0.9m (12.5%).

Huddersfield are going to see revenue jump to a whole new level after promotion, with an uplift of around £100m expected, increasing Huddersfield’s revenue by 7 fold at a minimum due to broadcasting revenue on its own. A rise in commercial revenue based on the activity and success of their commercial team and directors will determine if this number rises even further. Matchday revenue will also rise, however it may not rise as significantly due to the Huddersfield’s commendable ticket pricing strategy.

Expense Analysis

Huddersfield Operating expenses

Expenses soared as the club saw the cost of promotion stack up, something they won’t mind in the slightest! Expenses rose from £21.5m to £38.5m (79.1%).

Amortisation costs rose significantly, increasing from £1.6m to £2.7m (68.8%) after relatively strong player investment as the club looked to secure promotion.

Huddersfield have little interest costs, with cost falling from £17k to £12k, with most debt owed to their jubilant owner who has been wavering any interest due.

Due to promotion, Huddersfield had exceptional costs relating to player and staff bonuses for achieving this amazing feat. This costs the club £11.9m, nearly a third of their expenses for the season, showcasing the short term cash impact of promotion, which pales in comparison to the riches they will receive this season.

Huddersfield Wages

Wages increased significantly, rising from £12.5m to £21.7m (73.6%) as Huddersfield invested in players and gave their current ones new contracts, while wage uplifts began to come into effect. This wage increase works out as an extra £177k a week for the Yorkshire club.

Despite promotion, directors were paid modestly, with their pay increasing from £200k to £286k (43.6%) which is a significant bump in fairness, however nothing compared to their new Premier League rivals renumeration. The highest paid director was paid £121k, up from £75k the year before (61.3%).

The club also received tax relief of £2.5m in respect of their losses over the last few seasons.

Transfers Analysis

Huddersfield Net Transfer Spend

Huddersfield historically bring in more than they spend, this changed this year as Huddersfield enjoyed a net transfer outlay after bringing in 5 players with only 1 departing.

In came Schindler (£2.0m), Van La Parra (£0.8m), Gorenc-Stankovic (£0.5m), Quaner (£0.5m) and Kachunga on loan (£0.2m) at a transfer spend of £4.0m.

The only outgoing player was Lynch, bringing in £1.3m to the club.

The led to a net transfer spend of only £2.7m, however this is a significant boost on a net income of £8.8m last year, representing a £11.5m swing in their transfer activity. 

This was a monumentally successful transfer window with Schindler in particular impressing in leading the club to promotion with all the players positively contributing to their promotion winning campaign.

Huddersfield saw their profit on player sales inevitably drop after a lack of outgoings, falling from £6.9m to £1.2m (82.6%).

Huddersfield saw net cash leaving their club due to transfers of £2.3m after club’s paid cash of £2.9m in the year compared to Huddersfield paying out £5.2m.

In comparison, last year they had a net transfer cash inflow of £4.8m.

The club’s transfer debts are fairly low, owing £3.0m for transfers while Huddersfield are owed £3.4m.

Huddersfield may owe a further £0.9m should certain transfer clauses be met for players brought.

Asset/Liability Analysis

Huddersfield Net Debt

Huddersfield’s debt position worsened slightly as the club’s owner pumped in extra cash to help Huddersfield meet their new cash requirements after they reached his dream of playing in the Premier League. 

Huddersfield are historically used to low cash levels, however cash rose significantly during the year, increasing from £0.8m to £3.0m (275%) despite a huge loss and a net transfer outlay. The cash increase was primarily due to the owner pumping £10.3m into the club, showcasing his faith in their future prospects.

Debt levels also rose, increasing from £42.8m to £53.1m (24.1%) due to the after mentioned cash infusion from the owners, showing his unwavering commitment to the club. The owners commitment is promising for Huddersfield’s future as he does not seem scared to invest further cash into the club, showcased by the increased capital commitment of £2.1m, up from a measly £90k as they look to improve the club’s facilities.

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You’ve Been Sponsored

You've been sponsored

Sponsorship revenue is a major source of income for premier league clubs and has been increasing year on year. Commercially vital to clubs, major sponsorships provide revenue of a long period due to the contracts usually being over a few years. This year club sponsorships brought in £282 million in revenue for premier league clubs before taking into the various partnerships they also delve into. This article will will go into detail about the types of industries that are attracted to invest and sponsor football clubs. We will also look at kit manufacturers and the role they play in football finance.

Football sponsorship has changed immensely over the years. Looking at the last 11 years (2007 – 2017), Beer has diminished as a large purchaser of sponsorships with no current club having a beer manufacturer as a sponsor. Betting companies have dominated as of late with a high of 9 companies donning sponsorship deals in 2016/17 season, nearly half of all clubs. This makes perfect sense being that football fans represent a key audience for betting companies. Interestingly, this space is not dominated by the largest, most well-known betting companies (other than Bet365 and BetWay), rather overseas and casino gambling companies being the most keen sponsors. It would be interesting to see if the likes of Paddy Power and Ladbrokes decide to enter this space in the future.

Premier League Sponsorship Companies

Financial services companies are aiming to fill the gap left since Barclays no longer sponsor the Premier League. Banks, Insurance and pay-day loans companies are all present here and the financial sector has been ever present in the sponsoring premier league clubs, with at least 3 on average in each of age last 11 years.

Airlines are another major part of the football clubs with two of the largest clubs, Arsenal and Manchester City representing the industry. Both have long standing partnerships with their respective airline.

Other industries to have sponsored Premier League clubs over the years include Sports fashion, Charities, Automobiles and confusingly a Zoo!

Premier League Shirt Sponsorship

As mentioned, sponsorships are a huge source of cash for the clubs with over £282m coming from shirt sponsors alone. Above we have the league table of shirt sponsors. It has a very familiar look to it, with domination from the top 6 who take home over 75% of sponsorship revenue. Man United show their dominance as the most reputable club in English football if not the world, with their Chevrolet deal bring them a handsome £47m a year. While newly promoted Huddersfield and Brighton at the foot of the table with deals of £1.5m each, more than 30 times less than Manchester United.

West Ham can be pleased at being 7th with their BetWay sponsorship bring in £10m a year, this is due to run until the end of this season and they will be hoping a strong showing in the league this season can lead to a similar, if not larger deal especially with the attraction of such of large stadium and tourist attraction for prospective sponsors.

Leicester have a long term agreement with shirt and stadium sponsor King Power and have yet to really cash in their title heroics through this commercial medium.

Interestingly, all London clubs are in the top half of the table, suggesting their is a preference among sponsors to pay a premium to sponsor London clubs, with Crystal Palace above the likes of Newcastle, Leicester, West Brom and Southampton.

Please Stay!

In terms of turnover of club sponsorships, only Tottenham of the Premier League ever-presents has had more than 2 sponsorships, with 6 in the 11 years analysed. Only Arsenal however have not changed sponsors during this  period, however most of these changes were after a long period with that sponsor and we suspect their current deals to continue for the foreseeable future. West Brom have a record high of 7 sponsors in 9 years (including 1 year with none), this is interesting as to whether this indicates poor commercial success or just a policy of renewal. This doesn’t seem to be working with their current deal the 4th worst in the league ahead of only newly-promoted Brighton and Huddersfield, and Burnley.

Kitted Out

Premier League Kit Deals

Kit manufacturer income is another major source of sponsorship income, many large sport brands pay millions to create kits for clubs, profiting from the sales of these. The largest two manufactures are the most well known sports brand in the world, Adidas and Nike. Adidas have seen a huge decline however since their high of 9 kits in 2013 to only 3 in 2017, even losing Chelsea who cut their sponsorship short to sign for Nike last season, paying £67m in the process. The spread of sport companies has diversified in recent years with none dominating as was the case with Adidas, Nike and Umbro in previous years. Umbro were previously a huge producer of kits, making 6 kits in 2007, the largest at that time to none in 2013 before renewing their presence recently with 3 currently rocking the diamond on their kits.

It will be interesting to see how Adidas react to their recent fall, they may decide to attract a large club such as Arsenal to their ranks after missing out on Manchester City who have agreed a deal with Puma for next season.

Speaking of Puma, they lead the way this year for clubs wearing their brand, which has been on a steady increasing trend since 2007.

Premier League Kit Deal Income

There is the usual pattern for Kit makers as there is in performance in domestic leagues, the top 6 dominate due to their domestic success and the large fan bases that come with that. The top 6 take home a remarkable 89% of income generated from kit manufacturers.

Surprisingly, Manchester City lag their domestic rivals significantly in the value of their deal with Nike, coming in at only £12m a year compared to the £75m Adidas deal of their Manchester rival or £60m a year deal of Chelsea who also have their kits made by Nike, something that will be rectified once Puma take over in the summer in a £50m a year deal.

Data was unavailable for Huddersfield and Brighton, however we suspect their deals to be around the £1m mark, maybe lower than Bournemouth who are bottom with an £800k annual deal.

Sleeves of Gold

A new phenomenon among premier league clubs is the introduction of sleeve sponsorships, with 17 out of the 20 premier league teams (Arsenal, Manchester United and Tottenham are yet to have one). This has brought in on average £3m a year extra revenue to premier league clubs, for example Liverpool Western Union deal has brought in £5m a year to the clubs coffers. Chelsea have the largest sleeve sponsor deal to date, with an extra £8m year brought in, while at the other end of the scale Huddersfield only bring in £300k in extra revenue from their sleeves.

Premier League Sleeve Sponsors

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Financial Football News Round-Up Edition 10

Financial Football News Weekly Round-Up 10

Here is your weekly financial football news round-up to keep you up to date with all things financial football! This is your round-up for the week commencing 15th January 2018, featuring Newcastle, Manchester United, Huddersfield, UEFA, Chelsea and Brighton.

Brighton Financial Results Released – Analysed by FFN

Brighton 2017 Financial Results

Brighton released their financial accounts for the promotion winning 16/17 season. The accounts saw losses grow by 50% despite record revenue as the club ambitiously sought Premier League football and set to reap the rewards in next years accounts – full analysis here.

Financial Fair Play 2.0?

UEFA Financial Fair Play 2.0

French newspaper Le Parisien are reporting that reforms on Financial Fair Play are looming due to Historically large clubs such as Real Madrid, Barcelona and Bayern dissatisfied with the current rules.

There are various changes being considered with a major one being to limit spending that isn’t matched by increased revenue to EUR 100m. This would be of particularly difficulty to the ‘new rich’ who won’t be a able to spend large sums without a rise in revenues first.

Sanctions to control debt are also under consideration that would specifically target debt heavy Manchester United.

A limit may also be imposed on limiting players at a club to stop the likes of Manchester City and Chelsea stockpiling youth players the loaning them in the hope of profiting in the future.

There is also took of redefining the meaning of ‘related parties’ in order to reduce the ways owners can pump money into the club without raising Financial Fair Play Issues. Manchester City and PSG both have large deals with Etihad and Abu Dhabi respectively, who are both related to their owners.

UEFA are due to vote on a reform on 24th May with a draft report rumoured to have already been created.

Newcastle Sale Stalemate

The long running saga involving the sale of Newcastle by Mike Ashley to Amanda Staveley continues to rumble, with talks currently hitting a roadblock and no sale in sight any time soon after a £250m offer was rejected. The current plight of the troubled Geordie side cannot of given prospective owners much confidence in taking over, with Mike Ashley not wanting to reflect this in his pricing.

This is also a difficult time for the manager Rafa Benitez, who is experiencing uncertainty in terms of transfer money available to spend in a bid to move the club clear of the relegation zone, something their owner will want to do but not a huge costs that will dent any sale proceeds he may gain.

Huddersfield Hydrated By Coco Fuzion 100

Huddersfield Coco Fuzion 100

Huddersfield have announced another commercial partnership with drinks company Coco Fuzion becoming their official hydration partner. The company produces carbonated coconut water drinks that naturally hydrate consumers with the electrolytes it contains.

The brand fits well with the Huddersfield playing style who will need a great deal of hydrating due to the all action pressing style the club implements.

This is the latest in a number of commercial deal Huddersfield have signed, taking advantage of their new found Premier League status.

Oops I Did It Again! – Chelsea Back In Trouble Over Youth Players

Fifa are reported to be investigating Chelsea for the third time in eight years for possible breaches of signing under-age players. The club deny any wrongdoing.

Previously the club have been banned for two transfer windows when in 2009, they were sanctioned for the purchase of Gael Kakuta, the ban was successfully overturned on appeal however.

Fifa have been a lot tougher on such punishments recently with Real Madrid, Barcelona and Atletico all receiving bans in recent years and Chelsea will hope they have not fallen foul of the rules to avoid a similar fate.

Man United Striker SIS Partnership

Manchester United SIS

Manchester United have signed a three-year partnership with Science In Sport (SIS), a sport nutrition company based in Lancashire. This represents another major coup for the company, with Manchester United become the 10th Premier League club to sign with the sport nutritionist.

As part of the deal SIS will provide Man Utd with a dedicated performance nutritionist, as well as installing a Fuel Station within the club’s training ground, giving players and staff direct exposure to SIS products at all times.

UEFA Release Huge Report On Football Landscape

UEFA last week released their annual report analysing the financial performance of all clubs in the 55 UEFA member associations in the 2016 financial year. The report details areas such as fan support, sponsorship, transfers and wages plus more. Stay tuned for analysis of this interesting report over the next week.

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Matchday Money – Gameweek 20

Matchday Money Gameweek 20

Welcome to the first in a new series where we estimate the matchday gate receipts taken at all premier league games each week. We will compare the revenue generated between teams and compare their strategy for maximising matchday revenue.

The revenue is calculated based on an average of the highest and lowest prices offered to club members for each match. This amount is then multiplied by the number of tickets available for sale which for home teams is attendance less away ticket allocation and season tickets sold. Away teams is simply the away ticket allocation multiplied by the away ticket price. A separate article will analyse the season ticket revenue taken by each club.

The away allocation differs from game to game with it up to negotiation between the clubs. The lower of 10% of stadium capacity or 3,000 seats must be offered to away teams on each matchday, however this is not always taken up as clubs analyse the demand for the game among their fans and choose accordingly.

Here are the matchday results for gameweek 20:

Bournemouth 3 – 3 West Ham

Chelsea 2 – 0 Brighton

Crystal Palace 2 – 3 Arsenal

Huddersfield 1 – 1 Stoke

Liverpool 5 – 0 Swansea

Manchester United 2 – 2 Burnley

Newcastle 0 – 1 Manchester City

Tottenham 5 – 2 Southampton

Watford 2 – 1 Leicester

West Brom 0 – 0 Everton

Gameweek 20 Analysis

Premier League Matchday 19 Stadium Attendance

Chelsea led the way in stadium capacity percentage with 99.8% of the stadium filled as 41,568 fans flocked to their boxing day fixture, closely followed by Newcastle fans who watched their team play league leaders Manchester City. Unsurprisingly, Manchester United’s attendance of 75,046 was the highest by a distance with Tottenham second nearly 20,000 behind despite a stadium capacity percentage of 61.6% in their temporary 90,000 seater home.

Premier League Gameweek 19 Matchday Revenue

Despite their lowly stadium capacity %, Tottenham led the way with gate receipts with takings of over £1.3m, in part due to their high ticket prices of £55 and the fact they only sold 28,000 season tickets for Wembley, meaning a more matchday tickets on sale equating to a higher taking each matchday.

Premier League Matchday 19 Home Revenue

Liverpool’s season ticket sales of 25,000 also allow them to benefit from more expensive matchday tickets. Manchester United and Chelsea complete the top 4 this week with Manchester United’s lower due to the 55,000 season tickets sold. These amounts are more secure, so there is always a trade off between the guaranteed selling of season tickets and the potential for empty seats on matchday.

Bournemouth’s 11,360 seat stadium, combined with season ticket sales of 7,000 mean their takings from games are low, something they will be hoping to rectify after stabilising in the Premier League.

Premier League Matchday 19 Away Revenue

For away teams the revenue is usually fairly balanced, with the away allocation always fairly similar. All premier league teams agreed to cap away ticket prices to £30, with Arsenal even taking it a step further at £26. Southampton playing away to spurs were allocated the full 3,000 meaning they lead the way in away matchday revenue, followed closely by Brighton, Burnley Manchester City and Swansea – who all played teams with stadium capita of over 45,000. West Ham lag the rest by far, playing at the smallest stadium in the top flight by far, Bournemouth’s Vitality Stadium which boasts 11,360 seats. West Ham were only given an allocation of 2,000 seats.

Thats it for the first week of this matchday money series – any feedback would be greatly appreciated as we continue to refine the formula to get as accurate a read on matchday takings.

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Puma Pounce to Sign Manchester City

Manchester City Puma Deal

Manchester City have agreed a huge £50m a year deal to replace current kit supplier Nike with Puma. The new deal represents another commercial win for the Premier League leaders, dwarfing their current £20m-a-year deal with Nike agreed in 2012. The Nike deal expires at the end of the current season and Manchester City have moved quickly to exploit their growing global presence after a strong start to the season.

The deal represents a coup for Puma who continue their dominance of premier league kit deals, with Manchester City being the 6th club to don the Puma logo, with Arsenal being the other big team as well as Newcastle, Leicester, Burnley and Huddersfield. This means that next season, Puma will potentially spend more than £85m on sponsoring current premier league clubs, unless Arsenal decide to leave …

Kit Sponsor's Premier LeagueKit Sponsor's Premier League

Talking of Arsenal the deal will be of some annoyance, as their own Puma deal is at £20m significantly less. However there is substantial rumours of a deal set to be agreed with Adidas that will bring them in line with their title rivals. Liverpool and Tottenham will also want to renegotiate deals to avoid falling behind in commercial terms to their rivals.

The deal also means that the Premier league top 6 represent around 90% of the kit deal revenue brought into the league, further showcasing the gulf in spending power available. It makes sense for kit manufacturers such as Puma and Nike to invest in clubs like Manchester City due to their global nature and growing fan base, something smaller clubs cannot offer and as such, won’t bring in the kit sales that would make a larger investment profitable.

Kit sponsorship premier league

The deal shows the continued commercial awareness of Manchester City as they build on their early season success. Guardiola’s attractive brand of football is making the team great to watch and as such, attracts global brands to invest in them to build and maintain their own global presence.

It will be interesting to see where Nike go next, with only Chelsea and Tottenham being sponsored by them currently, they may look to Arsenal, Liverpool as potential sponsorship opportunities should they look to build their revenue to be in line with the deals of Manchester United, Chelsea and most recently, Manchester City.

Kit manufacturers in premier league

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