Leicester City FC’s 2018 Finances – European Hangover

Leicester City FC's Finances 2018

Leicester had an anticlimactic season compared to the last 2 years, finishing 9thplaced in the Premier League and reaching the quarter-finals of both domestic cups. After a roller coaster couple of years, Leicester are back to reality and are looking to consolidate their status as a top-half side and push on from there.

The lack of European football this year led to a steep drop in profits as they plummeted from £80.0m to £1.5m (98%), showcasing how lucrative Europe’s finest competition is.

Let’s delve into the numbers.

Leicester Profit:Loss 2018

Revenue Analysis

Leicester Revenue 2018

As mentioned, the lack of Champions League football led to revenue dropping by a third, falling from £233.1m to £158.9m (32%).

Matchday revenue fell from £16.5m to £12.9m (22%) as the club had less home games and lacked the lucrative European ties that boosted this revenue last year. Matchday revenue is still increasing if last year’s one-off European adventure isn’t taken into account as matchday revenue was still higher than the £11.9m recorded in their Premier League winning campaign.

Commercial revenue disappointingly fell, falling from £23.7m to £20.7m (13%) as their move back to mid-table dampened the fanfare around the club and lucrative sponsorship deals faded slightly. Leicester will be hoping they can stabilise commercial revenue at this point to avoid a drop in an important income stream for the club.

Broadcasting revenue dropped by over a third, falling from £190.8m to £124.2m (35%) as the lack of European football was a £70m hit to their finances, being offset slightly by a decent cup campaign and an improved Premier League finish. 

Other revenue dropped from £2.1m to £1.1m (48%)

Looking ahead, Leicester should expect revenue to stabilise at around the £160 – £180m mark with rises and falls down predominately to cup performances and the success of their commercial team. A move up the table from mid table may boost revenue significantly and a return to Europe via the Europa league should be the main aim to boost revenue.

Leicester have begun putting in place plans to expand the King Power stadium, this would boost the matchday revenue of the club significantly. The King Power was revalued this year also, falling slightly in value from £39.1m to £38.2m.

Costs Analysis

Leicester Costs 2018

Leicester saw costs increase despite falling revenue, hurting profitability significantly. Costs rose from £178.0m to £193.4m (9%).

A main reason for this was an increase in player investment as amortisation rose from £29.7m to £48.8m (64%). Leicester showed their ambition with another year of large investment as they look to consolidate their top-half status and push on, utilising the huge revenue boosts in the last couple of memorable years.

Net interest costs rose from £2.3m to £2.7m (17%) as interest costs on transfer fees rose due to increased transfer activity that is due in instalments.

Brexit also had an impact on Leicester, causing a foreign exchange loss of £1.0m on loans and other monetary items.

Stadium related expenses increased from £3.9m to £4.6m (18%).

Leicester Wages 2018

Wages increased slightly, rising from £112.6m to £119.0m (6%) as Leicester’s new signings commanded higher wages than the departing foxes.

The wage rise works out an extra £123k a week, which for a team like Leicester is sizeable but nothing out of the ordinary.

Key managements saw their wages fall slightly from £325k to £308k (5%).

Lastly, Leicester paid £85k of tax this year, an effective tax rate of only 5.3%, well below the tax rate. This is mainly due to certain complex tax rules that have reduced their tax liability in line with those rules.

Transfers Analysis

Leicester Net Transfer Spend 2018

Leicester were very active in the transfer market seeing 8 arrivals and 4 departures.

In came Iheanacho (£24.9m), Silva (£22.1m), Iborra (£13.5m), Maguire (£12.3m), Dragovic (Loan – £2.3m), Jakupovic (£2.1m), Diabate (£1.8m) and Hughes (£0.1m) for a combined £79.1m

Leaving the King Power were Drinkwater (£34.1m), Lawrence (£5.6m), Zieler (£3.6m) and Kaputska (Loan – £0.5m) for a combined £43.1m.

This led to a net spend of £36.0m, up 51% on the previous season.

Leicester City were not entirely successful in the transfer market last season. Maguire was an inspired signing, however the likes of Iborra and Silva failed to settle and live up to their price tags while Iheanacho had a mixed season.

The sale of Drinkwater was a good one as he has failed to impress at Chelsea while the other departures were not missed, although the sale of Tom Lawrence may have been premature considering the fee received.

Selling Drinkwater assisted the club massively financially as Leicester recorded a profit on player sales of £38.3m, meaning without the sale of Drinkwater, Leicester would have made a sizeable loss.

Leicester spent a huge amount in cash terms of £79.1m while only receiving £28.9m, a net cash outlay on transfers of £50.2m.

In terms of transfer fees owed, Leicester are due £24.3m in transfer fees. However, Leicester owe £67.8m of which £46.5m is due this year which may impact transfers in the coming year or two.

Leicester could also potentially owe a further £19.6m in contingent transfer fees if certain clauses are met by players.

Debt Analysis

Leicester Net Debt 2018

Leicester saw their cash balance depleted during the year as they began investing their sizeable cash reserve of £52m in players and club facilities. Cash levels nearly halved from £52.0m to £27.4m (47%).

Leicester this year saw a huge cash outlay on transfers as mentioned above while they also repaid some debt and also spent some cash on improving facilities.

This is going to stop here as they invested further in transfers in the summer (net spend of around £25m) and committed to spending £9.4m on facilities comprising of a new training ground (£3.3m), stadium expansion costs (£3.0m), improving the fan store (£0.9m), new screens at the stadium (£0.8m) and IT upgrades (£0.2m) as they looked to boost matchday revenue and commercial opportunities.

Leicester also donated £1.0m to the Vichai Srivaddhanaprabha Foundation (prior to his passing). May he rest in peace after all he has done for the club to get them to the point they are now.

Leicester did see debt fall, decreasing from £29.2m to £24.7m (15%) as they repaid some debt to their owners after as successful couple of seasons.

Leicester saw their net cash position fall from £22.8m to £2.7m (88%) after a sizeable depletion of their cash balance.

Leicester as you can see are a financially stable club that is self-sufficient in reaching its goals after the huge revenue rises over the last couple of seasons. A return to normality will see their finances stretched slightly as their profitability has dropped massively, however a consistent top half finish and smart investment will mean their finances give them the chance to be competitive and hopefully challenge the top 6 going forward.

With a few young stars in the squad and the finances to invest, Leicester have a solid financial foundation on which they can build towards growing as a club under Brendan Rodgers.

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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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Premier League Financial Review – Summary

Premier League Financial Review 2018

Here is your summary of Premier League financial performance for all Premier League clubs in 2018. As financial accounts are released one year in arrears, finances are based on 2017 season performance. In depth summaries of these finances are available by clicking the club’s name or the infographic.

Arsenal – Wenger’s Wonga

Arsenal Financial Review 2018

Bournemouth – Finances With a Cherry on Top

Bournemouth Financial Review 2018

Burnley – Marking Their Turf 

Burnley Financial Review 2018

Chelsea – Riches of Champions

Chelsea Financial Review 2018

Crystal Palace – The Price Of Survival

Crystal Palace Financial Review 2018

Everton – Stuck Toffees 

Everton Financial Review 2018

Hull – Tigers Timid Roar

Hull City Financial Review 2018

Leicester – Foxes’ Fortunes

Leicester Financial Review 2018

Liverpool – Top 4, Top Finances

Liverpool FC Financial Review 2017

Manchester City – Sky’s The Limit

Manchester City Financial Review 2018

Manchester United – No Top 4, No Problem

Manchester United Financial Review 2018

Middlesbrough – Down The River

Middlesbrough Financial Review 2018

Southampton – Saints Keep Marching On

Southampton Financial Review 2018

Stoke – Cold, Wet and Windy But Safe

Stoke Financial Review 2018

Sunderland – Out of Lives

Swansea – Survival Swans

Swansea Financial Review 2018

Tottenham – White Cash Lane

Watford – Honest Hornets

Watford Financial Review 2018

West Brom –  Unusual Addicks

West Brom Financial Review 2018

West Ham – Ambitious Hammers

West Ham Financial Review 2018

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Leicester City Financial Review 2018

Leicester Financial Review 2018

Leicester City were always going to see a dip on the pitch after their momentous Premier winning campaign, however few would have thought that Ranieri would be gone within 12 months of lifting the Premier League with the club facing the real possibility of relegation.

However that is where they found themselves and the owners made the ruthless change required to lead the club to 12th and the Champions League Quarter-Finals, the last English team left in last years competition.

Off the pitch, Leicester realised the full benefit of THAT season with the added Champions League revenue leading the club to a £92.5m profit before tax, potentially the largest in Premier League history.

This article analyses this fascinating financial result.

Leicester Profit:Loss

Revenue Analysis

Revenue rose a spectacular 81% to £233.1m from £128.8m, an increase of over £100m.

Matchday Revenue rose to £16.5m from £11.6m (42%) as the club benefited from more games due to the Champions League and higher ticket prices in the Premier League.

Commercial revenue grew modestly from £21.6m to £23.7m (9.7%) as the club continue to battle for commercial revenue in order to exploit the Premier League title win, however they look to have run out of time on that and may see this as a missed opportunity.

Broadcasting revenue more than doubled in an extraordinary campaign, rising from £94.7m to 190.8m (101.3%) as Leicester experienced the perfect storm due to their Champions League money and the rising Premier League TV deal.

Leicester banked a huge £70.1m from their Champions League adventure, representing 30% of their total revenue, while Premier League broadcasting revenue rose despite finishing 11 places lower this season, rising from £94.7m to £120.7m (27.5%).

Leicester have acknowledged that revenue will fall dramatically next year without Champions League revenue, with both Broadcasting and Matchday revenue vulnerable. However they will be hoping to drive revenue with added commercial success, while they should recoup a few million as they look set to improve on last year’s 12th place finish.

 

Leicester Revenue

Expenses Analysis

Leicester Net Operating expenses

Expense grew significantly too, rising by 46.5% from £121.5m to £178m. This was largely due to rises in wages and amortisation costs as the club rewarded their stars and brought new ones.

 

Leicester Wages

Wages played a large part in this due to investment in new players (more in next section) and new contracts for their Premier League winners leading to a 40% increase in wage costs to £112.6m. The increase represents an astonishing £619k a week extra in wages.

Amortisation costs also rose significantly on the back of player investments, increasing 64% to £29.7m.

The club also had exceptional costs of £3.1m after receiving a fine from the EFL for a Financial Fair Play breach in the 2013/14 season. The club misunderstood the rules and have been punished for that, however the club have been relieved of any intentional wrongdoing.

Net interest expense rose 10% to £2.3m however this amount is minimal in the grand scheme of things.

With their high profit, tax would be due. The club have made profit for three consecutive years and have therefore used much of their losses and therefore paid a tax bill of £12.5m, representing a tax rate of 13.5% compared to the actual rate of 19%.

Transfer Analysis

Leicester Net Transfer Spend

The club spent significantly this season to prepare for having Champions League football while also facing Premier League games three days later.

In came 8 players for £82.4m:

Slimani (£27.5m), Musa (£17.6m), Ndidi (£15.8m), Mendy (£14m), Kaputska (£4.5m), Zieler (£3.2m) while Luis Hernandez and Wague joined on a bosman and loan respectively.

Off the signings only Ndidi has impressed with many of the rest no longer with the club or out on loan.

With the players joining the club, a massive hole could not be filled as Kante left for Chelsea for £32.2m with Leicester not being the same without him.

Joining him were Schlupp (£12.4m), Kramaric (£9m), De Laet (£1.8m), Moore (£1m) while Inler left on a free transfer and Schwarzer retired.

This led to a net spend of £23.8m, down 34.6% on last year despite the record revenues the club was expecting to received with the owners being prudent with the club’s new found riches.

Contributing significantly to the club’s high profit was a huge increase in profit on player disposal, increasing 259% to £38.8m due mainly to the huge profits realised on Kante and Schlupp.

Asset/Liabilities Analysis

Leicester are a cash rich club as of late and have yet again reached new levels of cash in the bank after a 67.2% increase to £52m.

The club also has minimal debt of £0.2m and are an example to many mid table Premier League clubs on the sustainable running of a football club, with relegation less of a worry financially than their rivals. This makes their FFP fine even more ironic despite its accuracy.

This has led to the club having a net cash position of £51.8m which will delight owners, however fans will be hoping this is reinvested into transfers so the club can become a continual top half side.

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Financial Football News Round-Up Edition 17

Financial Football News Weekly Round-Up 17

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 5th March 2018, featuring Amazon, Manchester City, Bundesliga, Chinese Super League, Liverpool, Leicester and Wolves.

Amazon Infiltrate La Liga In New Documentary

Amazon La Liga Documentary

Amazon continue to increase their presence in football with the consumer giants set to produce a documentary on La Liga.

The documentary, Six Dreams is to feature Atletico Madrid midfielder Saul Niguez and Athletic Bilbao forward Inaki Williams among others, following their day to day activities aimed at the Spanish football fans.

Amazon are producing similar documentaries with Manchester City and Juventus having completed one for Argentinian giants Boca Juniors, with rumours of a second series of Six Dreams featuring Real Madrid and Barcelona already rife.

The documentary is scheduled for a 2018 fall release.

Serie A Have A New Chief In Town

Gaetano Micciché has been unanimously approved as the temporary president of Italy’s Serie A by all Serie A clubs as the Italian league look to overhaul the division to better compete with their European rivals.

Micciché is presently the chairman of financial services group Banca IMI and will be hoping to bring a fresh look at the troubled league that with the exception of Juventus, have failed to progress on and off the pitch.

Their new TV deal significantly lags those experienced in Germany, Spain and England and will need a long term strategy to bridge the gap.

Manchester City Agree US Barclays Deal

Manchester City Barclays Deal

Barclays have agreed a sponsorship deal with soon-to-be Premier League champions Manchester City to be their sponsor during their US preseason tour, where they compete in the International Champions Cup (ICC).

Barclays branding will appear on interview backdrops during pre-season player and manager interviews, while Barclays will hold various competitions and offers during the tournament.

IMG Win Chinese Super League TV Rights

Chinese Super League IMG TV Rights

Global sports agency IMG has agreed a three-year extension with the Chinese Super League for the distribution of the global TV rights to the upcoming league.

The new contract also includes in-flight rights, while IMG will also advise the Chinese Super League on television production for the league.

SWM Motors Secure Chinese Team’s Name

Continuing on a successful commercial week for the Chinese Super League, SWM Motors have also signed a sponsorship deal with the CSL club Chongqing Dangdai Lifan to rename the club!

The club will be named Chongqing SWM until 2020 for a fee of £21.3m, something that would cause complete outrage in England but is seen as financially wise in the forward thinking Chinese Super League.

Bundesliga are Completely Sleeved After Freiburg Deal

Freiburg Badenova Sleeve Deal

Freiburg have become the final Bundesliga side to sign a sleeve sponsor, signing a deal with energy company Badenova.

This means all Bundesliga clubs next season will sport sleeve sponsors, the first league to do this. The Bundesliga have done a good job of remaining financially competitive despite low TV rights compared to Spain and England and this is just another example of that impressive feat.

Wolves – Foul or Fair Play?

Wolves inevitable pursuit to the Premier League has hit a bump in the road after Championship clubs complained of Financial Fair Play, with accusations of suppressed transfer fees for their star players so they can 

Wolves connections through super agent Jorge Mendes has lead to some of Europe’s top young talent now plying their trade in the Molineux Stadium such as Ruben Neves and Diego Jota, players who have been linked with top Premier League clubs for fees larger than they paid in the past.

Wolves are “entirely comfortable” with their compliance with Financial Fair Play. We will watch this develop with intrigue and keep you up to date with developments.

Flurry of Financial Statements

In a big week of financial announcements the following clubs have released their financial results:

Premier League

Leicester

Leicester Financial Review 2018

Liverpool

Liverpool FC Financial Review 2017

West Ham

West Ham Financial Review 2018

Watford

Championship

Cardiff

Cardiff City Financial Review 2017

Ipswich

Nottingham Forest

QPR

Reading

Sheffield Wednesday

Wolves

League 1

MK Dons

Rotherham

We will be analysing all these accounts at FFN, stay tuned !

Directors On The Move

A new feature! Here is a list of Director movement at Premier League and Championship clubs this week:

  • Chelsea
    • In: Jonathan Guy Laurence
  • West Brom
    • In: Mark Jones Jenkins
    • Out: Richard Garlick
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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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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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