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8. Liverpool

Deloitte Football Money League 2011

2010 revenue 2009 revenue 2009 position
€225.3m (£184.5m) €217.0m (£184.8m) (7)

Liverpool slip one place to eighth position with revenues of £184.5m (€225.3m) in 2009/10. As is the case on the pitch, they are likely to face strong competition from Manchester City, who are the highest climbers up this year’s Money League under their Middle Eastern owners, and Tottenham Hotspur who have qualified for the UEFA Champions League for the first time, for a top four position among English clubs in the Money League next year. The strategy of the Merseyside club’s new North American owners, New England Sports Ventures (NESV), will be central to re-establishing and sustaining the club’s on and off pitch success.

Liverpool revenue

Matchday revenue of £42.9m (€52.4m) in 2009/10 was slightly up (by £0.4m) on the previous year despite a 2% drop in average home league attendance to 42,863 following a less successful Premier League campaign. 27 home games were played in both seasons, with matchday revenue per match of £1.6m consistent with the previous season (although this followed a 23% rise from £1.3m between 2007/08 and 2008/09).

Broadcasting revenue increased by £4.9m (7%) to £79.5m (€97.2m) from £74.6m (€87.6m) in 2008/09, driven by an uplift in UEFA distributions, as a seventh place finish in the Premier League provided £48.0m (€58.6m), £2.3m lower than in 2008/09 when the club finished second. Although Liverpool exited the Champions League at the Group stage, they received €5.7m (£4.7m) more in central distributions than in the previous season, when they reached the quarter-final, and a further €3m (£2.5m) as a result of parachuting into the Europa League and reaching the semi-final. However, not qualifying for the Champions League in 2010/11 means the club will receive significantly lower distributions from UEFA.

The increase in broadcast revenue was offset by a £5.6m decrease in commercial revenues, from £67.7m (€79.5m) to £62.0m (€75.9m). This reduction is attributed to reduced royalties and merchandising income. However Liverpool’s 2010/11 commercial revenues will be boosted by the new four year deal with Standard Chartered Bank, providing a reported £20m per season – £12.5m more per annum than under the previous agreement with Carlsberg. Whilst adidas will continue as the club’s kit provider until the end of the 2011/12 season, NESV will be hoping to bring their experience from baseball to help Liverpool generate further commercial revenues from global sources.

Since they acquired the club in October 2010, the new owners have spent time ‘taking stock’ and have yet to appoint a new CEO, although they were active in the January 2011 transfer window. Plans for a new stadium are also being considered, which, if the business case for construction is proven, will be the most sustainable way for Liverpool to achieve further significant revenue increases in the coming years. In the meantime, an improvement in on-pitch performance is essential for the club to remain securely in the top half of the Money League.

Register The Deloitte Football Money League 2011 top 20 clubs








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