According to this year’s “Football Money League” report from Deloitte, some soccer clubs — such as British teams Arsenal and Chelsea, specifically — are falling down on the job when it comes to pricing their exposure with sponsors. The annual report ranks and analyzes international teams by their revenues, and breaks out sponsorship and advertising income.
The other interesting news is that three of the top four teams are not members of the English Premier League, which is usually regarded as the richest league on the planet. EPL teams dominate the rest of the rankings, however.
If you drill into the numbers and pull out the advertiser fees as a percentage of overall revenue, you find that there’s a broad correlation between being a rich club and having sponsor fees make up 30 percent or more of your revenue. Here’s the ranking by revenue, with the sponsor fees broken out:
Club, sponsors, sponsor fees, % of revenues:
1. Real Madrid, Bwin, €139.2 million, 35%
2. FC Barcelona, Etisalat and Betfair, €112 million, 31%
3. Manchester United, Saudi Telecom, Hublot, AIG, €82.2 million, 25%
4. Bayern Munich, T-Home/Deutsche Telekom, €159.3 million, 55%
5. Arsenal, Emirates, €56.5 million, 21%
6. Chelsea, Samsung, Thomas Cook and Etihad, €11.7 million, 26%
7. Liverpool, Carlsberg, €79.5 million, 37%
8. Juventus, New Holland Group, €54.3 million, 27%
9. Inter Milan, Pirelli, €52.6 million, 27%
10. AC Milan, Bwin, €64.1 million, 33%