Newcastle United’s 2018 Finances – Promotion Pays

Newcastle United's 2018 Finances

Newcastle enjoyed a successful first season back in the Premier League following a 1-year hiatus, finishing in 10thfollowing a strong finish to their 2018 season.

It was however a turbulent season off the pitch as the much maligned Mike Ashley looked to sell the club to no avail following promotion, with performance suffering at times as a result of the distractions this brought.

Promotion saw a huge boost to Newcastle’s finances, with a loss of £41.3m turning into a sizeable profit of £18.6m, as Mike Ashley dialled back investment in a bid to make the club attractive to potential buyers.

Let’s delve into the numbers.

Newcastle Profit:Loss 2018

Revenue Analysis

Newcastle 2018 Revenue

Newcastle saw revenue rocket following promotion, rising from £85.6m to £178.5m (109%), record levels for Newcastle.

Matchday revenue remained relatively stable, increasing from £23.4m to £23.9m (2%) as attendances rose slightly from 51,108 to 51,992 (2%).

Broadcasting revenue saw the largest increase, more than doubling from £47.4m to £126.4m (167%) as Newcastle saw the return of Premier League TV money following promotion. This increase would have been even larger had the Magpies not been so disappointing in the domestic cups.

Commercial revenue more than doubled as well, increasing from £12.1m to record levels of £26.7m (121%). Relegation had seen a steep drop in their commercial income, but an immediate return saw it exceed previous levels as Newcastle continue to exploit their huge fan base to good effect.

Other revenue fell from £2.7m to £1.5m (44%).

Looking ahead, Newcastle are likely to see a similar level of revenue next season. Matchday revenue will remain stable at £30m. Broadcasting revenue will fall slightly as Newcastle can only hope to finish 11that the best this season with two games to go. Commercial revenue is likely to increase further, which may offset the loss in broadcasting revenue.

Costs Analysis

Newcastle costs 2018

Newcastle surprisingly saw their costs FALL on a return to the Premier League, which is unheard of. Costs fell from £176.6m to £160.9m (9%). The fall in costs while revenue ballooned saw a huge improvement in their profitability.

Amortisation rose from £35.8m to £41.3m (15%) as Newcastle invested in their playing squad, although the size of the investment was much smaller than fans would have hoped for.

Lease payments remained stable at £0.6m.

Newcastle have net interest income due to having little interest costs from their debt (which is interest-free) and this income fell slightly from £1.9m to £1.8m (5%).

Newcastle had a tax bill of £4.3m, an effective tax rate of 19%, equal to the corporate tax rate of 19%. This is slightly surprisingly given the ability to use previous losses to reduce taxes, which were quite large last year.

Newcastle Wages 2018

Wages were the main area to see a fall, decreasing from £112.2m to £93.6m (17%), unheard of after a team gains promotion. Wages would have fallen slightly due to bonuses paid out last year for promotion, however it is expected that incoming players will attract higher wages which didn’t happen in this case.

This wage saving works out a cool £358k a week less in wages, an amount that has boosted Newcastle’s finances considerably. This tight wage control by Mike Ashley was a ploy by the notorious owner to make the club more attractive to potential buyers, a strategy which is yet to pay dividends.

The fall in wages makes their 10thplaced finish even more spectacular given these constraints and the unwanted media attention /distractions the potential sale brings.

The one director on pay roll saw their remuneration double from £150k to £300k (100%) as they met all the targets expected of them.

Looking ahead, costs are likely to rise after new signings this season will see wages and amortisation both rise. It is unlikely this rise will be large with Mike Ashley still looking to sell the club and he is not interested in worsening the club’s financial health at this stage or plug any more money into Newcastle.

Transfers Analysis 

Newcastle Net Transfer Spend 2018

Newcastle were fairly busy in the transfer market throughout the season, signing 7 players and seeing 5 depart the Toon Army.

In came Murphy (£10.2m), Lejeune (£9.0m), Atsu (£6.8m), Joselu (£5.0m), Manquillo (£4.5m), Merino (Loan – £2.7m) and Duvbraka (Loan – £1.8m) for a combined £39.9m.

Departing Newcastle were Thauvin (£9.9m), Hanley (£3.4m), De Jong (£2.1m), Murphy (£2.1m) and Mbabu (£0.1m) for a combined £17.6m.

This led to a net transfer spend of £22.3m, up from a net transfer income of £33.4m last year. Despite this, this is a fairly low figure for a newly promoted club.

The big signings of Murphy, Atsu and Joselu failed to contribute consistently but all had key contributions at certain points of the season. Lejeune proved a good signing however injuries plagued a bright season. The loan signings of Duvbraka and Merino were inspired, although Merino was soon on his way to Dortmund.

Of the departures, Thauvin and Mbabu have flourished since their departures and their sales may be looked back on with a tinge of regret.

Newcastle recorded a profit on player sales of £3.6m, showing that Newcastle would have made a profit even without player sales, an outstanding and fairly rare achievement.

In cash terms, Newcastle spent cash of £46.2m and recouped cash of £30.5m, a net cash outlay of £15.7m, paid for entirely with their profits.

Newcastle are owed a sizeable £43.9m (£20m due this year) in transfer fees from previous transfer windows and only owe other clubs £28.8m (£22.8m due this year), a net debtor position of £15.1m. 

This puts Newcastle in a strong position to push and this £15m almost entirely funds the signing of Almiron in January.

Newcastle could potentially owe £7.0m in contingent transfer fees should certain clauses be met.

Debt Analysis

Newcastle Net Debt 2018

Newcastle’s fine season saw their cash reserves boom. An overdraft of £8.3m turned into a £33.8m cash balance following a hugely profitable year after promotion.

Their profits helped fund their transfer outlay and also allowed a measly £0.7m investment in infrastructure, further showing the lack of investment Mike Ashley is willing to sanction.

The little investment in the past year is likely to continue until the club is sold to new owners who are excited by Newcastle’s potential.

Debt levels fell slightly, falling from £152.3m to £145.3m (5%) due to the elimination of their bank overdraft, with actual debt staying the same.

Mike Ashley refuses to invest further into the club, wanting to show the club as self-sufficient to attract potential suitors, while also wanting to keep his pockets flush.

Net debt hence fell from £152.3m to £111.5m (27%). This shows Newcastle as incredibly financially stable compared to years gone by. 

Fans are not happy with the level of investment at the moment and have every right to be, however fans should take comfort in the financial health of the club and the opportunities available once a new, more ambitious owner is found.

This new owner is needed sooner rather than later with not only fans becoming impatient, but just as importantly at the moment their manager Rafael Benitez, whose departure would put club in danger.

Following early flirtations with relegation, a bit of investment in January helped the club stride clear of the drop zone and shows what can be achieved if they invest more (and smartly).

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Mike’s Mess – What Awaits the New Newcastle Owners?

Mike's Mess

Mike Ashley’s time at Newcastle has polarized opinion, the businessman has a poor relationship with the Toon army to say the least. Since buying the club for around £136m in 2007, Mike Ashley has invested a further £144m net (which is still owed to him) according to Newcastle’s most recent accounts, meaning a total investment of around £280m.

A rumoured sale is in the works as Mike Ashley looks to part ways with Newcastle to the delight of Newcastle fans. It is quite possible (and fairly likely), that Mike Ashley will make a loss on the sale of Newcastle with many suitors valuing the club at around the £200-£250m mark.

This article analyses the position Mike Ashley leaves the club in and what any potential buyer will be purchasing.

The financial data used is based on Newcastle United’s most recent accounts, being the year ended 30 June 2017 (So the 2016/17 season) for the company named Newcastle Limited. The financial data for other current and former Premier League clubs is based on the 2016/17 season and those clubs most recent financial accounts.

Domestic Performance

Newcastle Domestic Performance Mike Ashley

Premier League

Newcastle were a mainstay in the Premier League prior to relegation in 2017, even being a European contender as recently as 2012. After 2012, Newcastle continually flirted with relegation and became a bottom-half team with no finishes above 10thin recent times. Relegation was rock bottom for such an illustrious club however an immediate return and a respectable 10thplace finish was achieved in 2018. This year Newcastle are firmly in a relegation battle and a bottom half finish is very likely while relegation is a possibility, it is still unexpected at this stage due to the quality of the manager and a decent playing squad.

FA Cup

Newcastle have won 6 FA Cups, however that is not evident by their recent record in the competition. Newcastle have failed to pass the Fourth round in any of the last 7 years with survival and a higher placing in the Premier League being the main priority, especially in the second half of the season. Any new owner of Newcastle will be hoping with investment, for an improvement in Newcastle’s cup performances which shouldn’t be too difficult given recent efforts.

League Cup

Newcastle have performed better in the League Cup. This is probably due to the timing of the competition being in the first half of the season when Newcastle face less relegation pressure and the players are fresher. Newcastle have reached the Quarter-finals twice in the last 7 years and the Last 16 another two times also. Newcastle will be hoping, with fortunate draws that the club could go even further given Burton’s run to the Semi-finals this year. The League Cup probably represents Newcastle and their potential new owners’ best chance at a trophy in the next few years.

Profitability

Newcastle Profit:Loss

Now onto the finances. Newcastle were profitable in the 5 years up to relegation in 2017, recording on average a profit of £13.4m, before a huge loss of £41.3m in 2017 after relegation, showing the huge costs of suffering relegation.

The largest years of profit for Newcastle were 2014 and 2015 where Newcastle recorded profits of £18.7m and £32.4m respectively. These profits were mainly due to an uplift in Premier League TV Money ahead of the 2013/2014 season where the total TV received by the Premier league increased from £3bn to £5.1bn. This led to a huge increase in revenue for Newcastle and all Premier League clubs while in 2014 Newcastle also negotiated new and improved sponsorship deals with Puma and Wonga.

These revenue increases were supplemented with income from profits on players sales of £14m and £17m respectively.

These profit levels were wiped out by 2016 as costs grew to match the rising revenues.

In 2017, following relegation costs continued to rise due to increasing wages and a promotion bonus following promotion led to costs rising nearly £40m, while revenue fell by £40m (32%) leading to a huge loss in 2017.

Another relegation is likely to have a similar impact on profits, revenue and costs and is why many potential suitors are worried of such a fate and have priced this into their valuation of the club which is why the club is being priced fairly low.

Revenue

Newcastle Revenue

Revenue increased year on year up to 2014 before stabilising once the record-breaking TV deal was in effect. As mentioned above, revenue fell a third following relegation however an instant return means that Newcastle’s revenue will recover to 2016 levels and is likely to surpass this even due to a more rewarding distribution system.

The new owners will be taking over a club with robust revenue. The fall in revenue by Newcastle following relegation still meant they had the most revenue in the Championship by a distance. Last year’s commercial revenue of £12.1m would put them 13thplace in that regard in the Premier League, more than the likes of Crystal Palace, Southampton and Burnley.

Matchday revenue of £23.4m is even more impressive, placing them 8thamong teams competing in the Premier League due to their stadium size and fan support (despite their current discontent), placing them above all teams except the usual ‘Top 6’ and West Ham.

Both matchday revenue has remained stable despite relegation, falling by only £1m following the event. Commercial revenue on the other hand halved following relegation meaning there is plenty of scope for this to increase following promotion something any new owner will see as a clear opportunity to add value to the club.

Costs

Newcastle have seen their costs balloon as of late to £177m, enough to put them 10thcompared to 2016/17 Premier League clubs despite Newcastle being in the Championship, it is worth noting that £10m of this relates to promotion bonuses (if these are excluded Newcastle drop to 12th).

Newcastle wages Mike Ashley 2017Newcastle wages Mike Ashley 2017

These costs are made predominately of wages for which Newcastle spent £112m, the 9thhighest in England despite being in the Championship. Such a large wage base is concerning however due to some recent departures it can be assumed this is likely to be falling in 2018. This will still concern any potential new owner; however, it does bring the opportunity to unload players and replace using the excess wage budget without too much investment being need (potentially).

As seen, relegation immediately crashes revenue, however costs tend not to fall so easily or quickly. Players have contracts, and some have managed to negotiate deals without relegation wage drop clauses. Such events mean that profitability is severely affected as costs remain high or increase, relative to revenue.

The Playing Squad

Newcastle Transfer Value Mike Ashley 2017

Newcastle are famed for the quality players they have had over the years. The likes of Shearer have graced St James Park, however in recent years the star players have not been joining or staying at Newcastle due to a fall in status and poor recruitment.

According to Transfermarkt.com, Newcastle’s squad is worth only £159m, the 18thlowest in the Premier League in 2018/19, with Lascalles, Shelvey and Rondon (on loan) being the most valuable at £13.5m each.

Outside of this there are very few players that have been good enough aside from the above and Dubravka.

Any potential owner will have a job on their hand to improve the playing squad and significant investment is likely to be required after acquisition, which further explains the pricing as the new owner will have to set aside additional cash to inject into the club for transfers.

Key to the playing squad as it currently is staving off relegation is the quality of Newcastle’s manager, Benitez. The Spaniard is working on a shoestring budget and still getting some good performance out of the players despite the lack of quality in many areas. The owner will have to convince him to stay in the summer to spearhead a revival. This shouldn’t be too hard given he has stayed throughout the tribulations of Mike Ashley’s reign so we would expect him to continue on under new management.

Transfers

Newcastle Net Transfer Spend

Newcastle have seen an inconsistent spending pattern of late with a worrying downward trend in recent times. Either side of a huge net spend of £93.2m in 2016 (prior to the arrival of Benitez), Mike Ashley has been stingy with Newcastle’s cash spending less than £20m net in any of the last 6 years and recording a transfer profit in 2 of them. In 2017, Newcastle recorded a net profit of £33m despite the club being in desperate need of investment. Any new owner will risk the wrath of the Newcastle fans if they follow a similar path.

From 2017 to the end of 2018, Newcastle are right near the bottom in terms of net spends, spending a mere £16m way below the average net spend (excluding the top 6) of £69m. This is a recipe for disaster as despite having a world class coach, the club continually slip towards the relegation zone as the lack of investment starts to show.

It will be difficult for the new owner to make up for lost time however a much bigger investment of £50m+ will most likely be immediately required to bolster the squad and its value.

Debt

Newcastle Net Debt

Newcastle’s debt levels had been slowly fallen since 2013 until relegation meant a large increase in debt as Mike Ashley began loaning more money to Newcastle in a bid to firstly avoid relegation with £47m loaned in 2016 and a further £17m following relegation.

In total, Mike Ashley has invested roughly £144m net in the club. This amount will most likely be incorporated into the purchase price of Newcastle and either paid to Mike Ashley as part of this or taken over by the new owner and written off; in both cases Newcastle will no longer have this debt in their finances.

Above the loans owed to Mike Ashley, £xm is owed to banks in the form of loans and overdrafts, the amount is fairly minimal so isn’t something either the club nor a new owner should worry about.

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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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Newcastle 2018 Financial Review

Newcastle are back in the Premier League after their shock one-year hiatus, winning the Championship and reaching their only goal of their season – promotion. The retention of Rafael Benitez was key to this as he kept fans on side and happy with the team.

The effects of relegation were however felt this season when it comes to Newcastle’s finances with a huge loss of £41.3m for the year compared to a profit of £4.6m in the prior year, a massive £45m swing.

Newcastle Profit:Loss

Let’s delve into the numbers.

Revenue Analysis

Newcastle Revenue

Revenue was unsurprisingly down, falling from £125.8m to £85.7m (31.9%) after three years of £100m+ revenue.  All areas of revenue were down as Newcastle felt the full force of relegation.

Matchday revenue fell slightly, decreasing from £24.7m to £23.4m (5.3%), falling for the second consecutive year as fans begin to lose hope under controversial owner Mike Ashley. A mass exodus was avoided due to the retention of Rafael Benitez who the Newcastle fans built such a great affinity with despite his short tenure to date.

Broadcasting revenue dropped more significantly, falling from £72.7m to £47.4m (34.8%) after relegation caused them to miss out on the riches of the Premier League, with revenue only offset by the parachute payments Newcastle received. This shows the huge contrast in finances available with Newcastle not being able to gain anything extra having won the Championship and still experienced a drop of third in revenue.

Commercial revenue halved, falling from £25.1m to £12.1m (51.8%) after losing their Premier League status activated break clauses in their sponsorship deals while they also missed out on revenue from Premier League central sponsors. Despite the best efforts of Newcastle’s commercial team, the club could not attract new sponsors to bridge the financial gap.

Other revenue fell from £3.3m to £2.7m (18.2%).

Revenue is likely to soar to record levels after promotion back to the Premier League, with revenue likely to break the £150m barrier next season for Newcastle after an impressive 10th placed finish on their return. All areas are expected to rise with Commercial and Broadcasting revenue where the majority of this income will arise.

Expense Analysis

Newcastle Operating expenses

Newcastle’s expenses soared despite relegation worryingly, rising from £124.9m to £176.6m (41.4%) as the club chased an immediate Premier League return.

Amortisation costs which signify player investment, rose from £28.3m to £35.8m (26.5%) as the club spent heavily in the summer, and despite more significant outgoings in pure monetary terms, amortisation costs rose due to the initial costs of those outgoings being lower than the costs of those coming in with Wijnaldum and Sissoko being sold for significant profits.

Newcastle saw depreciation costs rise from £2.7m to £3.5m (29.6%) on the back of capital additions to the club’s infrastructure.

Newcastle had a good year from an interest point of view as they gained finance income of £1.9m after favorable conditions on their financial instruments as well as a change in complex accounting treatments.

Newcastle Wages

Wages grew hugely in the year, rising from £74.7m past the £100m barrier to £112.2m (50.2%) despite relegation which is unusual to say the least. This could be due to a lack of preparation for the Championship with players not having relegation wage drop clauses which has significantly hurt the club’s finances while the new signings also seem to have commanded sizeable wages. Newcastle would have also seen a huge bump in wages as they paid out on promotion bonuses and wage uplifts on the back of their promotion which won’t grate on the owners as it’s just a price of success. This huge wage increase was an extra £721k a week, burning a massive whole in Mike Ashley’s pocket!

The only director paid didn’t fare so well from this wage increase earning £150k, the same as last year, as payments were waved on the back of fan unrest as they looked to try and gain popularity to no avail. It was confirmed in the accounts that no pay was funneled through another group company.

Newcastle also had tax ‘income’ of £5.5m due to the large loss made this year and the fact it can be used against future profits in order to reduce future tax bills.

Transfer Analysis

Newcastle Net Transfer Spend

There was plenty of transfer activity on tyneside as Newcastle looked to gain promotion back to the Premier League with 10 players going the Toon Army and 6 departing.

In came Ritchie (£10.8m), Gayle (£10.8m), Sels (£5.9m), Hanley (£5.9m), Clark (£5.4m), Yedlin (£5.3m), Diame (£4.9m), Murphy (£3.2m), Hayden (£2.6m) and Lazaar (£2.6m) for a combined outlay of £57.4m.

Out went Sissoko (£31.5m), Wijnaldum (£25.8m), Townsend (£14.0m), Janmaat (£8.0m), Cabella (£7.2m) and Cisse (£5.3m) for a combined inflow of £90.8m.

This saw the club gain a net income of £33.4m compared to a huge net spend of £93.2m last season, representing a monumental £126.6m swing in transfer spending as the club looked to improve their finances as they prepared for a season in the Championship.

The signings all did well under Benitez’s tutelage with Ritchie, Gayle, Yedlin and Diane in particular impressing while it was generally accepted Newcastle received good fees for the departing players in particular Sissoko.

Newcastle made a healthy £42.3m accounting profit on player sales due to purchasing the likes of Sissoko and Wijnaldum for minimal fees compared to the fee received this year.

In terms of cash however, Newcastle had a cash outflow due to unfavorable terms being agreed on the outgoing transfers with the majority due over four years. This meant Newcastle only received cash of £44.4m from transfers while paying out £55.5m meaning a net cash outlay of £11.1m however this is still a lot less than last year’s net cash outlay of £70,7m.

A good thing for Newcastle fans however is that the club are still owed transfer fees on past transfers of £66.2m, with £27.5m of that due in the current year which may loosen the purse strings further in the coming year. This is compared to Newcastle only owing £18.2m in past transfer fees however £14.6m of that is due this year.

Newcastle have a small amount of contingent transfers fees with a potential £3.9m due if certain clauses are met.

Assets/Liabilities Analysis

Newcastle Net Debt

Newcastle saw debt levels rise understandably as they looked to return to the Premier League immediately, spending all that seemed to be available.

Newcastle have recently depleted cash reserves from the high of £48.3m in 2015 to the zero they have now as they entered their overdraft facility in order to maximise the usage of funds this year. This is a result of relegation and the large loss incurred this year and the fact the transfer fees they are owed are spread thinly over 4 years, hence the vital cash injection provided by Mike Ashley of £15m despite wanting to sell the club.

Debt levels also rose as a result of the after mentioned loan from Mike Ashley. Debt levels rose from £129.0m to £152.3m (18.1%) as the club also used an overdraft facility of £8.3m to meet short term cash needs. This also the first time in 3 years that Mike Ashley has made a net loan to Newcastle showcasing his desire for the club to be self sufficient however even he realized the paramount need to get back quickly to the Premier League for his chances of selling up.

This led to net debt levels rising from £127.3m to £152.3m (19.6%) as a result of the cash drop and rising debt which they will be hoping will reduce as they look to return to profitability on the back of promotion.

This however may be affected by their ongoing issues with HMRC that may result in a sizeable fine for unpaid taxes relating to the underpayment of National Insurance contributions that resulted in a search warranted being required by HMRC in a hugely publicized raid in 2015. No estimation has yet been made by Newcastle on the size of this potential fine.

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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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Financial Football News Round-Up Edition 2

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 20th November 2017, featuring Manchester United, La Liga, and technology giants Facebook and Amazon. Stay tuned for further analysis of these developments over the coming week.

Manchester United Have a New Barista 

Manchester United New Sponsorship

Manchester United announced their first-ever coffee partner, coffee specialist Melitta on a multi-year contract. The German company will as part of the deal install over 200 coffee machines in the Old Trafford’s hospitality areas. The deal is the 54th commercial deal for arguably the biggest club in the world. More analysis to follow…

La Liga TV Rights Attract Amazon and Facebook

Facebook Amazon La Liga

Amazon and Facebook are set to shake-up the European football TV market with the intention to bid for La Liga TV rights. La Liga TV rights are up for grabs for the 2019 season onwards, representing a great opportunity for the technology giants to further penetrate the sporting industry. More analysis to follow…

It’s a No-Go Staveley… For Now

Amanda Staveley lead PCP Capital Partners have had an offer worth up to £300m rejected for Newcastle United by Mike Ashley. The deal relies on various performance based stipulations to reach that figure, which did not appeal to Mike Ashley. Mike Ashley has warmed to the idea of staggered payments if the overall price is right. More analysis to follow…

EFL Trophy and Chill

EFL Trophy Live Streaming

The Checktrade Trophy will be live streamed by the English Football League (EFL) on their own platform, iFollow. The trial will start with the streaming of matches up to the quarter-finals to the joy of EFL fans. Semi-Finals and the Final will be shown on Sky Sports. More analysis to follow…

ESPN Gets Singapore English Premier League Highlights

Singtel ESPN Premier League Highlights

ESPN have partnered with Singapore TV provider Singtel to show premier league highlights online. The partnership will allow ESPN to charge a subscription to Singapore football fans to see all the highlights from England, further enhancing the football following in Asia. More analysis to follow…

Premier League Players Get Richer and Richer

The average wage in the Premier League surpassed £50,000 for the first-time ever. The survey, conducted by Global Sports Salary Survey (GSSS), stated that the average yearly salary was a cool £2.64m, with Manchester United having the largest wage bill in England. More analysis to follow…

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