Deloitte Football Money League 2012
|2011 revenue||2010 revenue||2010 position|
|€203.3m (£183.6m)||€225.3m (£184.5m)||8|
Liverpool continue to slip down the Money League, dropping one place to ninth position, after the club experienced its first season without Champions League football since 2003/04. They are the only top ten Money League club that did not compete in Europe’s top club competition in 2010/11.
The club’s overall revenues fell slightly in sterling terms, although reductions in both matchday and broadcast revenue were almost completely offset by a £15.3m (25%) increase in commercial revenue to £77.4m (€85.7m).
Driving the commercial revenue increase was the new four-year shirt sponsorship deal with Standard Chartered Bank, one of the largest in European football at a reported £20m (€22m) per season, and an estimated £12.5m annual increase on the previous shirt deal with Carlsberg. This allowed Liverpool to strengthen its position as the second highest earning English club, behind Manchester United, from this source.
Liverpool will further increase its commercial revenues from 2012/13, with a new six-year kit deal with Warrior Sports, worth a reported £25m per year, replacing its current deal with Adidas.
Matchday revenue decreased by £2m (5%) to £40.9m (€45.3m) in 2010/11, despite the fact Liverpool played the same number of games at Anfield (27) as in the previous two seasons. The principal factor in this was the replacement of three Champions League matches with the same number of Europa League fixtures, which attracted lower attendances at reduced ticket prices.
Broadcast revenue experienced a significant drop of £14.2m (18%) to £65.3m (€72.3m), mainly due to a substantial reduction in distributions from UEFA of €26.3m to €6.1m (£5.5m). A further fall is likely in 2011/12 as the club failed to qualify for a European competition for the first time in more than a decade. The reduction in UEFA distributions in 2010/11 was partly offset by an increase in Premier League distribution payments, which, following the improved central deals, which resulted in Liverpool’s distribution increasing from £48m to £55.2m (€61.1m).
Liverpool’s owners, New England Sports Ventures, have invested in the playing squad since they acquired the club in October 2010 and, in the short-term, will need this to translate to improved on-pitch performance and qualification for the Champions League if it is to halt its slide down the Money League. The club needs European football each year to maintain its status in the Money League top ten in future editions. In the medium to longer term, the Warrior Sports deal will underpin further commercial revenue growth, whilst formulating a viable plan to either redevelop Anfield or move to a new home is key in driving matchday revenue increases.
|The Deloitte Football Money League 2012 top 20 clubs|