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9. Liverpool

Deloitte Football Money League 2013

2012 revenue 2011 revenue 2011 position
€233.2m (£188.7m) €203.3m (£183.6m) 9

Liverpool remain in ninth position in the Money League,and despite their absence from European competition for the first time since season 1999/00, recorded a £5.1m (3%) increase in revenues to £188.7m (€233.2m). Although the club won the Carling Cup and reached the FA Cup final, a disappointing eighth-place finish in the Premier League meant that 2011/12 was the third successive season in which Liverpool failed to qualify for the Champions League.


Matchday revenue increased by £4.3m (11%) to £45.2m (€55.9m), with the loss of European matchday revenue offset by two successful domestic cup runs and an increase in season ticket revenue. Although Liverpool played three fewer home matches in 2011/12 than in 2010/11 (24 compared with 27), average home league match attendances rose by 3%, and average revenue per match increased from £1.5m to £1.9m. This figure still lags behind that of Liverpool’s domestic rivals Manchester United, Chelsea and Arsenal, and the club’s announcement in October 2012 that it is committed to the redevelopment of Anfield should at last provide a clear path towards reducing this gap in future seasons.

Broadcast revenue of £63.3m (€78.2m) decreased by £2m (3%), due primarily to a lack of European competition and the resulting UEFA central distributions.Liverpool’s eighth-place league finish also resulted in reduced Premier League distributions of £54.4m,compared with £55.2m the previous year.

The £2.8m (4%) growth in commercial revenue to £80.2m (€99.1m) is driven largely by the impact of the new six-year kit sponsorship deal with Warrior Sports,worth a reported £25m per year and among the most lucrative in world football. Along with the shirt sponsorship deal with Standard Chartered, the Warrior deal underlines Liverpool’s commercial potential, although Manchester City’s record-breaking agreement with Etihad has helped them overtake Liverpool as the second highest earning English club from commercial sources, behind Manchester United. Several new global commercial partnerships were announced in the summer of 2012, including Chevrolet, Paddy Power and Garuda Indonesia, as the club’s American owners continued their attempts to fully leverage Liverpool’s enduring status as one of the most famous names and marketable brands in the game.

Whilst the club will benefit from uplifts in the Premier League’s broadcast contracts from 2013/14, a turnaround in on-pitch fortunes is still required for Liverpool to begin climbing back up the Money League. Qualification for the Champions League remains a key short-term objective that would provide a significant boost to revenue, whilst the redevelopment of Anfield will help increase matchday revenue in the medium to longer term and complement the club’s undoubted commercial potential.

Register The Deloitte Football Money League 2013 top 20 clubs


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