Sports Business/09/19/2018

So valuable and expensive are the soccer teams of the Champions League 2018/2019

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The Champions League kicks off on September 18. While the big clubs with corporate values in the billions have dominated the Champions League for years, time and again underdogs with low expenses and inexpensive squads make it among the qualified 32 clubs.

Der FC Bayern München, der FC Barcelona und Juventus Turin gehören zu den wertvollsten Klubs der Champions League.
FC Bayern Munich, FC Barcelona and Juventus Turin are among the most valuable clubs in the Champions League.

ISPO.com has gone through the current financial reports of all clubs and, based on statistics such as the KPMG Football Benchmark, has compiled a list of the most valuable clubs in the Champions League.

The ranking brings together the clubs with the highest profit after tax - and shows: If you manage well, you can make it into the top 10 even with little revenue.

Rank 10: Borussia Dortmund - The German number 2 in the Champions League

Borussia Dortmund has a knack for buying players cheaply, transforming them into stars and selling them again at a high price. Ousmane Dembélé came from Stade Rennes for 15 million and left for FC Barcelona a year later for 100 million euros more, causing profits and goodwill to skyrocket.

Also noteworthy is the high revenue from marketing cooperations as well as TV rights - here BVB benefits from the strong German advertising market.

Total revenue 2017:333 million Euro
Revenue from match days: 132 million euros
Revenue from TV rights: 245 million euros
Revenue from marketing cooperations:240 million euros
Total personnel costs:205 million euros
Profit after taxes: 5.8 million euros
Goodwill: 1.3 billion euros
Total social media fans: 23.9 million
Facebook:15.2 million
Instagram:5.5 million
Twitter: 3.2 mn.
Youtube: 0,3 Mio.

9th place: Paris Saint-Germain - High costs, stable balance sheet

Since Paris Saint-Germain was bought by Qatar Sports Investments, the French have made the biggest transfers in the history of soccer: first Neymar for 222 million, then Kylian Mbappé for 135 million. For the new owners, the image value of owning one of the most expensive soccer clubs in the world is more important than pure turnover.

"With the signing of Neymar, they have secured not only an excellent soccer player, but a brand that will explode PSG's media value," concludes KPMG.

Total revenue 2017:486 million Euro
Revenue from match days: 150 million euros
Revenue from TV rights: 203 million euros
Revenue from marketing cooperations:80 million euros
Total personnel costs:236 million euros
Profit after taxes: 10.4 million euros
Goodwill: 834 million euros
Total social media fans: 56.7 million
Facebook:35.1 million
Instagram:14 million
Twitter: 6.4 million
Youtube: 1.2 mn.

8th place: FC Barcelona - Astronomical sales, low profit

The surprise: Even though everything is gigantic at FC Barcelona, and marketing sales are twice as high as at FC Bayern, for example, the astronomical personnel costs of 670 million euros ensure a relatively low profit. "Player costs have risen by 59 percent within five years, Lionel Messi alone costs the Catalans 43 million euros a year," KPMG analyzes.

The management is responding with record deals: Nike is paying 150 million euros per season and the new Japanese shirt sponsor Rakuten is taking over the main sponsorship from Quatar Airways for 60 million. Interesting here: Barcelona's superstar Gerard Piqué and his partner, pop icon Shakira, arranged the first meeting in San Francisco. - Barche players are thus actively collaborating on the gigantic goodwill.

Total revenue 2017:914 million euros
Revenue from match days: 66 million euros
Revenue from TV rights: 209 million euros
Revenue from marketing cooperations:705 million euros
Total personnel costs:670 million euros
Profit after taxes: 13 million euros
Goodwill: 3.35 billion euros
Total social media fans: 70.4 million
Facebook:47.4 million
Instagram:13.4 million
Twitter: 4.4 million
Youtube: 4.9 mn.

Rank 7: Chelsea FC - Good balance

Strong balance sheet: Relatively low costs meet very high revenues from broadcasting rights as well as marketing cooperations. "Chelsea has secured the largest TV revenue in the Premier League at 189 million euros," says KPMG. In addition, there is €155 million from sponsors such as luxury watchmaker Hublot, headphone brand Beats as well as Nike.

Total revenue 2017:420 million euros
Revenue from match days: 76 million euros
Revenue from TV rights: 189 million euros
Revenue from marketing cooperations:155 million euros
Total personnel costs:255 million euros
Profit after taxes: 17.7 million euros
Goodwill: 1.59 billion euros
Total social media fans: 72 million
Facebook:47 million
Instagram:12.2 million
Twitter: 12 mn.
Youtube: 0.8 mn.

Rank 6: SL Benfica Lisbon - The lowest cost of the Champions League

A fascinating club: Benfica generates much less revenue than most teams in the Champions League, but its low personnel costs mean it makes almost as much profit after tax as billion-dollar companies Chelsea or Real Madrid.

"The Portuguese have the lowest costs of all Champions League clubs, but earn well from larger sales," KPMG points out. However, their weak social media presence is holding back marketing revenue.

Total revenue 2017:126 million euros
Revenue from match days: 22 million euros
Revenue from TV rights: 69 million euros
Revenue from marketing cooperations:36 million euros
Total personnel costs:69 million euros
Profit after taxes: 20.4 million euros
Goodwill: 285 million euros
Total social media fans: 5.7 million
Facebook:3.7 million
Instagram:0.8 mn.
Twitter: 1.2 mn.
Youtube: 85.000

5th place: Real Madrid - Enormous turnover, enormous costs

Sales champion, second-highest company value in the Champions League, but extreme costs. KPMG analyzes: "By winning the Triple, Real has to pay very high bonuses." That's probably why they've agreed a new €70 million deal with Fly Emirates, Adidas is also committed to paying 70 million per season and a total of one billion over the next ten years.

Real also has the biggest sponsor line-up of any team in other respects, with Hugo Boss, Coca-Cola, Star, Audi, Nivea Men and Electronic Arts, who have developed an entire campaign around Real Madrid for the best-selling video game series of all time. Every year, ten million gamers buy the "FIFA" soccer simulation and Real collects royalties.

Total sales in 2017:671 million euros
Revenue from game days: 139 million euros
Revenue from TV rights: 252 million euros
Revenue from marketing cooperations:281 million euros
Total personnel costs:406 million euros
Profit after taxes: 21 million euros
Goodwill: 2.98 billion euros
Total social media fans: 211.8 million
Facebook:109 million
Instagram:61.5 million
Twitter: 30.7 million
Youtube: 3.8 mn.

4th place: Juventus FC - profit from the previous year increased tenfold

The up-and-comer of the year: Mainly due to the sale of French superstar Paul Pogba, Juventus earned 72.5 million and increased its profit tenfold compared to the previous year. The new season will be exciting: they paid 105 million for Cristiano Ronaldo, but also hope for significantly higher income from marketing and merchandising.

"90 percent of all clubs that increased their social reach also saw higher marketing revenue," according to KPMG. Ronaldo - heavier than Kim Kardashian with 138 million Instagram fans - is not only boosting media value, the share price also exploded after the mega-transfer.

Total revenue 2017:412 million euros
Revenues from match days: 59 million euros
Revenue from TV rights: 232 million euros
Revenue from marketing cooperations:120 million euros
Total personnel costs:262 million euros
Profit after taxes: 39 million euros
Goodwill: 1.22 billion euros
Total social media fans: 55.4 million
Facebook:34 million
Instagram:13.9 million
Twitter: 6.2 mn.
Youtube: 1,3 Mio.

3rd place: Liverpool FC - From losses to 39 million profit

The comeback: From a million-dollar deficit, the English have generated a plus of 39 million euros thanks to major deals. TV revenue is up 33 million, marketing is up 22, and ticket revenue is up 14.

Of interest to investors, Liverpool narrowly lost in the Champions League final to Real Madrid, which puts them in an excellent position to renew long-term contracts with major sponsors: New Balance is paying €335 million for a 5-year deal.

Total 2017 sales:409 million euros
Revenue from match days: 80 million euros
Revenue from TV rights: 173 million euros
Revenue from marketing cooperations:153 million euros
Total personnel costs:Not available
Profit after tax: 39 million euros
Goodwill: 1.9 billion euros
Total social media fans: 51 million
Facebook:31 million
Instagram:8.3 million
Twitter: 10.4 million
Youtube: 1,3 Mio.

Rank 2: FC Bayern Munich - The most valuable German team

Although FC Bayern earns less than Real Madrid or FC Barcelona, it also has significantly lower costs and thus generates the second-highest profit of all Champions League teams. KPMG sums up: "FC Bayern has not only been winning the Bundesliga stably for years, but has also kept its personnel expenses stable, while revenue from marketing activities has been rising steadily."

Strategically clever was the purchase of Real star James Rodríguez: At 42 million euros, he was relatively cheap, but brings almost 40 million Instagram subscribers - three times as much as the club.

Total sales 2017:588 million euros
Revenue from match days: 98 million euros
Revenue from TV rights: 147 million euros
Revenue from marketing cooperations:343 million euros
Total personnel costs:265 million euros
Profit after taxes: 40 million euros
Goodwill: 2.5 billion euros
Total social media fans: 66.2 million
Facebook:47.4 million
Instagram:13.4 million
Twitter: 4.4 million
Youtube: 1 mn.

Rank 1: Manchester United - Gigantic marketing turnover and profit

The richest club in the world: gigantic turnover, fat profit, 4.1 billion company value and 115.5 million fans on social media. ManU has been extremely successful and is going one better for this 2018 season: Adidas pays 80 million euros as outfitter and General Motors 65 million as main sponsor on the jersey.

The English also benefit from a billion-euro package for TV rights: Sky and BT Sports are paying a total of 5.1 billion euros for the exclusive Premier League rights, in which ManU will have a share. And a further three billion is due for the Champions League rights, which will inject fresh capital into the coffers of all Champions League participants.

Total revenue 2017:655 million euros
Revenue from match days: 149 million euros
Revenue from TV rights: 217 million euros
Revenue from marketing cooperations:299 million euros
Total personnel costs:596 million euros
Profit after taxes: 94 million euros
Goodwill: 4.1 billion euros
Total social media fans: 115.5 million
Facebook:73.5 million
Instagram:22.8 million
Twitter: 18.2 million
Youtube: 1 mn.

1st place: Manchester United – Gigantic marketing revenues and profits

The richest club in the world: gigantic revenues, thick profits, 4.1 billion euros in company value, and 115.5 million fans on social media. ManU is extremely successful, and is doing well again for this 2018 season: Adidas is paying 80 million euros as their outfitter, and General Motors 65 million as their main jersey sponsor.

The English club is also profiting from a multi-billion-euro package for TV rights: Sky and BT Sports are paying a total of 5.1 billion euros for the exclusive Premier League rights, in which ManU is involved. And another three billion is due for the Champions League rights, which will flush fresh capital into the coffers of all Champions League participants.

Total revenue in 2017:€653 million
Revenue from game days: €549 million
Revenue from TV rights: €217 million
Revenue from marketing collaborations:€299 million
  
Total personnel costs:€596 million
  
Profit after taxes:  €94 million
Company value:  €4.1 billion
  
Total number of social media fans: 115.5 million
Facebook:73.5 million
Instagram:22.8 million
Twitter: 18.2 million
YouTube:  1 million
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