NUMBER CRUNCHING: How Arsenal dwarf Serie A elite
In the 2014-2015 fiscal year, Arsenal's three main sources of income were in an almost-perfect balance: TV rights accounted for 38% of the kitty, with commercial and matchday revenues coming in just behind at 31% each.
Juventus still took in a whopping 60% from TV rights, and a meagre 16% each for gametime and commercial income.
It’s no secret that the Serie A brand still has a long way to go: despite the arrival of overseas investors in Erick Thohir (Inter), James Pallotta (Roma) and Joe Tacopina (Bologna, Como), the league is still plagued by age-old problems such as old and unsafe stadiums, economically unviable clubs, and the decreasing quality of the product in general.
This study, however, outlines how Serie A clubs are aeons behind the competition in promoting their own brand overseas, developing their own game-day experience and boosting sales worldwide.
The most embarrassing entry shows the ratio between a club’s commercial income and its total earnings. Juve’s is 16,56%, nowhere near the numbers boasted by Arsenal (31.44%), Real Madrid (36.55%), Manchester United (49.80%), Borussia Dortmund (58.70%) and Bayern Munich (59.86%).
Arsenal’s take from its commercial wing in the last financial year? A staggering £103.3 million, up from half that number (£52.5 million) in 2011/2012. For those counting at home, that’s €140.4 million.
What about Italy’s finest? Well…Juve took home €53 million in commercial sales, and only €9.6 million in merchandising. Arsenal boast triple that at €33.58 million. Inter’s numbers are truly embarrassing. In the previous financial year, the Nerazzurri made it to a paltry €36 million in commercial revenue, and €23 million in various categories, which include merchandising.
Milan look a tad better than the others, ensuring €78 in commercial income and €20 million in merchandising and other sales.
Things get scarier when looking at how each club has developed its own infrastructure. Arsenal stands tall with a whopping €136.8 million in match day income. The other clubs don’t come anywhere close: Juventus lag behind on €41 million, Milan €25 million and Inter a paltry €18 million (again, for the 2013-2014 year).
The only place where Italian clubs still look good are TV rights, where Arsenal pocketed €169 million. Though the Bianconeri actually topped with €194, though this owed a lot to their excellent Champions league campaign. Will they be able to sustain it? Inter and Milan, for their part, came home with €76 million (in 2013-2014) and €89 million (in 2014-2015) respectively.
In a world where owning a stadium is becoming increasingly important, Inter and Milan are still yet to agree to a clear roadmap to owning their own facilities by 2025. All Italian clubs are hoping to conquer the world's bourgeoning markets as soon as possible, something which the sale of Inter to Indonesian magnate Erick Thohir and the negotiations between Milan and Thai businessman Bee Taechaubol should facilitate.
Find more of Luca Marotta's excellent work on his blog at www.luckmar.blogspot.it.
