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10. Juventus

2012 revenue 2011 revenue 2011 position
€195.4m (£158.1m) €153.9m (£139m) 13

Juventus’ spectacular return to form on the pitch in the 2011/12 season saw the Bianconeri win their first Scudetto title since 2002/03, with an unbeaten record unprecedented in a 38-game Serie A season. A €41.5m (27%) increase in revenues to €195.4m has fired them back into the Money League top ten, and after several difficult years, the club looks to have regained its status among the European elite.


The most significant drivers behind the club’s impressive financial performance were increases in matchday and commercial revenue of €20.2m (174%) and €19.4m (36%) respectively. Despite playing four fewer home matches than in the 2010/11 season, matchday revenue almost trebled, from €11.6m to €31.8m (£25.7m), as the club enjoyed the benefits of its new €150m 41,000 capacity Juventus Stadium home. The move from the Stadio Olimpico saw average home league match attendances increase by 13,789 (63%), from 21,966 to 35,755 and average matchday revenue increase from €0.4m to €1.4m per game.

The 36% increase in commercial revenue to €73m (£59.1m) was driven by sponsorship bonuses from winning the Serie A title, as well as the increased commercial opportunities provided by the new stadium. In April 2012 it was announced that Jeep would replace BetClic as the club’s principal shirt sponsor from the 2012/13 season, in a deal worth €35m over three years.

Broadcast revenue increased by €1.9m (2%) to €90.6m (£73.3m), despite the club’s absence from European competition in 2011/12 and resultant lack of UEFA distributions. Broadcast revenue now comprises 47% of total revenue, compared with 57% in 2010/11, although with UEFA distributions from the club’s qualification for the Champions League, this proportion is likely to increase again next year.

The future certainly looks bright for Juventus. The most successful club in the history of Italian football has made another strong start to the 2012/13 season, both domestically and in the Champions League, and has re-assumed its position amongst the top clubs in European football. A successful share issue in December 2011 provided the club with a substantial capital injection, which has been used to invest in the playing squad and youth academy, as well as funding the development of a new training complex adjacent to the Juventus Stadium. A successful Champions League campaign, coupled with further domestic success, should see the Old Lady consolidate its position in the Money League top ten next year and possibly challenge AC Milan for top ranking among the Italian clubs.

Register The Deloitte Football Money League 2013 top 20 clubs

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