Jasper
Maldini tier
- Joined
- Oct 27, 2005
- Messages
- 47,247
- Reaction score
- 44
- Location
- Mt. Paektu
- Fav. Players
- 3; Marat Safin; Tiziano Crudeli; 2Pac; Christian Bale; Martin M??rsepp; Balotelli.
Normally, that €207.5 million revenue would be the figure used by Deloittes for their Money League comparison, but Milan’s accounts have another curve ball to throw at us, as their accounts uniquely cover a calendar year (up to 31 December) in order to be consistent with the timings of their holding company Fininvest. All other clubs manage their accounts to coincide with the football season, so they close them in May, June or July. Because of this timing anomaly, the good folk at Deloittes have confirmed to me that their revenue figure of €197 million was provided directly by the club, but this is within 5% of the revenue reported in the accounts, so the themes are very much the same, whichever figure you take.
OK, that’s enough technical talk, let’s look at how Milan’s business model works.
At first glance, Milan’s revenue of around €200 million might not seem too bad. It puts them firmly in the cluster of leading Italian clubs (Inter and Juventus are about the same) and places them tenth in the Deloittes Money League. However, It’s a long way short of their competitors from other countries. Both of the Spanish giants, Real Madrid and Barcelona, generate significantly more revenue than their Italian counterparts with Madrid earning over twice as much as Milan. It’s the same story in England with Manchester United’s receipts being €130 million higher, while Arsenal’s income is a third higher.
Even more worrying is that Milan’s revenue has been declining over the last five years, while their rivals have been powering ahead. In 2005 Milan were as high as third in the Money League, only behind Real Madrid and Manchester United, but since then their position has worsened every year. In particular, they have been overtaken by Bayern Munich and Arsenal, whose investment in new stadiums has really paid dividends. As Galliani admitted, “Ten years ago we invoiced more than Real Madrid and Barcelona, now only half. Unfortunately today there’s a direct correlation between revenue and sporting results.”
The reason for Milan’s comparative revenue weakness is clear to see, as their match day revenue is one of the lowest around at just €33 million. This is typical of Italian clubs, which is reinforced by the fact that the only two clubs in the Money League top ten earning less from this revenue stream are Inter and Juventus. Even though Milan’s gate receipts are the highest in Italy, it’s a bit like being the tallest person in Lilliput.
On the other hand, Milan’s television revenue is one of the highest at €99 million, representing just over half of the club’s total revenue, which again is a common theme among the top Italian clubs. Almost all of this came from the domestic broadcasting deal with Mediaset, which was extended until the 2009/10 season, as the club only received €0.4 million from the UEFA Cup in 2008/09, compared to €24 million from last season’s participation in the Champions League.
Given that the TV income is still so high, even without any money from the Champions League, only emphasises the importance of the domestic TV deal to the club’s finances. Up until now, Milan have been able to market their TV rights on an individual basis, which has been the source of significant competitive advantage, but Italy has now moved to the collective selling of these rights, which in theory will cause their television revenue to reduce due to the more equal distribution of revenue amongst all clubs.
However, early projections indicate that Milan will only suffer a small decrease for a couple of reasons. First, the total money guaranteed by exclusive media rights partner Infront Sports will be approximately 20% higher than before at over €1 billion a year. Second, the complicated distribution formula still favours the big clubs like Milan: 40% will be divided equally among the 20 Serie A clubs; 30% is based on number of fans (25%) and the population of the club’s city (5%); and 30% is based on past results (5% last season, 15% last 5 years, 10% from 1946 to the sixth season before last).
As you might expect for a club with media magnate Silvio Berlusconi at the helm, television income has always been of great consequence to Milan. In fact, they generated the highest broadcasting revenue of any Money League club in 2007, partly due to the €40 million payment they received for winning the Champions League, a particularly impressive feat as they had to go through the qualifying rounds as part of the punishment for their role in the Calciopoli scandal.
There is no doubt that Champions League qualification is imperative for Milan with the accounts identifying this as the key risk facing the club’s economic prospects. Galliani has warned that losses would rise if the club did not qualify, especially if they tried to maintain a squad of “Champions League quality”. In the past, it’s been very lucrative, especially in the purple patch between 2005 and 2007, during which Milan won the trophy, were runners-up and reached the semi-finals, when they averaged €38 million a season, not including additional gate receipts or increases in sponsorship payments.
They have not touched those heights since, but even in the years when they were eliminated in the round of the last 16, they still earned a very handy sum. Taking 2009/10 as an example, Milan received €24 million , derived from €7.1 million participation fees, €2.8 million for performances in the group (3 wins at €800k plus 1 draw at €400k), €3 million for reaching the last 16 and €10.9 million from the TV (“market”) pool. To place that into context, Inter’s payment for winning the competition was worth €49 million.
Despite Milan’s patchy record in the last few seasons, the club still retains an enduring appeal, which is demonstrated by the commercial revenue holding up reasonably well. Even though last year’s figures were boosted by the once-off sale of Milan’s image archive for €20 million, the club has stated that in the future commercial contracts will be worth a minimum of €64 million a season until 2017.
The new shirt sponsorship with Fly Emirates will run until 2015 and is worth a guaranteed €12 million a season plus performance related bonuses. These can be worth a fair amount, as seen by the previous contract with Bwin, which generated €10.5 million most seasons, but was as high as €14.2 million in the year that Milan won the Champions League. In any case, the club’s sponsorship deals have been on the increase: up to 2006 Opel €9 million, 2006-2010 Bwin €10 million, 2010-2015 Fly Emirates €12 million.
Milan have enjoyed a long-term relationship with kit supplier Adidas. The current deal runs until 2017 and produces around €13 million a season. According to the supplier’s sales data, Milan sell between 400,000 and 600,000 shirts a season, which would put them in the top ten clubs worldwide and around the same level as Inter and Juventus, though the likes of Real Madrid and Manchester United sell nearly three times as many. It remains to be seen whether Kaka’s transfer has an impact on these figures, as he was the fans’ favourite, so the vast majority of shirt sales used to have his name on the back.
On the one hand, Milan should be congratulated for their efforts in the commercial field, as they earn more here than any other Italian club. For example, their €12 million shirt sponsorship deal is higher than Inter’s €9 million deal with Pirelli (and remember that the nerazzurri are the Champions League winners) and Juventus’ €8 million contract with Betclic (though this is only for the home shirt).
On the other hand, Milan’s €64 million is much lower than clubs abroad. Real Madrid and Barcelona earn well over €100 million, but the benchmark is set by Bayern Munich, who earn an astonishing €159 million commercial income, despite a fairly ordinary Champions League record (at least in recent times). Of more concern is the ability of English clubs to secure better deals with the most egregious example being Liverpool, whose deal with Standard Chartered is worth €24 million a year, even though they have not even qualified for the Champions League. Similarly, the club’s previous sponsor Bwin pay Real Madrid €20 million a season – twice what they were paying the Milanese team.
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