19. VfB Stuttgart
Deloitte Football Money League 2011
|2010 revenue||2009 revenue||2009 position|
|€114.8m (£94.0m)||€99.8m (£85.0m)||(n/a)|
On the back of a third place finish in the 2008/09 Bundesliga, VfB Stuttgart’s participation in the 2009/10 UEFA Champions League helped the club achieve record revenues of €114.8m (£94.0m), sufficient to give the VfB its second Money League appearance. The increase of €15m represents an improvement of 15% on the previous year.
In 2009/10 Stuttgart was runner-up in its Champions League group before being eliminated by Barcelona in the round of 16. Meanwhile the club’s performance in the Bundesliga secured it sixth position and a place in the qualifying rounds of the Europa League. VfB has progressed from the group phase, qualifying for the knock-out stages.
Broadcast revenue increased by €18.2m (61%) to €47.8m (£39.1m) in 2009/10, the key contributing factor being central distributions from UEFA with VfB receiving in excess of €20m in respect of the club’s Champions League participation. The other major source of broadcast income is central distributions from the Bundesliga.
Broadcast income accounted for the largest share of overall revenue (42%), thus differentiating Stuttgart from other German Money League clubs for whom commercial income is the key revenue driver. This reinforces the importance to VfB of Champions League qualification if the club is to feature in future Money Leagues.
Commercial revenue accounts for €36.8m (32%) of VfB’s income and is underpinned by long term deals with Puma and Mercedes-Benz, for kit supply and naming rights to the stadium respectively. The 2009/10 season was the last of the shirt sponsorship deal with energy company EnBW, which generated a reported €6.5m (£5.3m) per season. From 2010/11, food brand Gazi became the club’s main sponsor as part of a two year deal worth a reported average of €5.5m per season.
Matchday revenue totalled €30.2m (£24.7m), an increase of €0.6m (2%) from the previous year. Redevelopment work on the Mercedes-Benz arena took place during 2009/10 and is scheduled to continue until the summer of 2011. VfB played the 2009/10 season in a ‘U’ shaped arena whilst work took place behind one goal, and they continue to do the same in 2010/11 while the opposite end is developed. The club will be hoping that once work is complete the increased capacity (c.60,000 from 56,000) and improved corporate hospitality offerings can stimulate revenue growth.
Broadcast income is expected to fall for 2010/11 without Champions League football, and a disappointing league start that left VfB in 17th place, having picked up only 12 points from 17 games and replaced the head coach twice, at the midpoint of the Bundesliga season suggests Stuttgart is unlikely to reappear in the Money League in the near future.
|The Deloitte Football Money League 2011 top 20 clubs|