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New report shows what every club makes from non-TV revenue and Newcastle United a prime example

4 months ago
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A football finance expert has reported on what levels of revenue clubs in the UK receive, over and above what they get from TV/broadcasting.

Kiaran Maguire lectures in football finance at Liverpool University and also has his own Price Of Football website, he picks out Newcastle United as a prime example of a club that stands out in terms of the cash it can generate, on top of what comes their way from TV/league position.

He has published a table of the top 50 clubs in the UK when it comes to non-TV revenue.

It goes from Manchester United at the very top with £387.1m , down to Brentford in 50th position with £6.2m.

Newcastle United are 12th in this list but the reality is that NUFC’s true/natural position is actually far far better than that.

Firstly, we have Mike Ashley’s running of the club.

Which has seen him show no interest whatsoever to invest in growing the capacity of St James Park, to bring in more fans and money. The matchday revenues are also further limited under Ashley because his running of the club and generally poor football on show, means that corporate sales are nowhere near what they should be.

As for commercial revenues, Ashley’s overwhelming focus has been to promote his own retail empire, rather than attract paying outside partners to increase the club’s revenues.

Secondly, the figures used in this table/study are all from each club’s latest available published accounts. Almost all are from 2016/17, apart from the odd exceptions such as Man Utd, Man City and Celtic, who have all already produced their 2017/18 season financial results.

What this means is that Newcastle’s figures and 12th place in this table, are based on the 2016/17 NUFC Championship season.

If Newcastle’s last available Premier League season (2015/16) figures were used, it would have them eighth highest in this table.

In 2015/16 Newcastle United revenues were:

Turnover £125.8m

Broadcasting £72.7m

Commercial £25.1m

Matchday £24.7m

Other £3.3m

In 2016/17 Newcastle United revenues were:

Turnover £85.7m

Broadcasting £47.4m

Commercial £12.1m

Matchday £23.7m

Other £2.7m

The stand out thing of course is that the revenues from matchday/fans hardly changed despite relegation, whilst every other revenue went drastically down.

These are the top 13  UK clubs featured in this non-TV revenue table (you can see all of the top 50 further below):

£387.1m Man Utd

£288.9m Man City

£225.4m Arsenal

£210.0m Liverpool

£198.9m Chelsea

£117.9m Spurs

£64.0m West Ham

£50.3m Celtic

£42.2m Leicester

£40.8m Everton

£39.8m Southampton

£38.3m Newcastle United

£30.8m Sunderland

So as explained above, Newcastle’s £38.3m 2016/17 non-TV revenues in the Championship season were still good enough for 12th in this list – but the 2015/16 PL figures of £53.1m would have seen West Ham the only club outside the big six to have higher non-TV revenues.

Non-TV revenues are the key to a club’s ability to perform over an above what they get from broadcasting revenues and of course, the other massive consideration with Newcastle, is that these revenues haven’t grown at all under Mike Ashley compared to before he took over 11 years ago.

With new owners, there is little doubt there is significant room for growth on non-TV revenues for Newcastle United.

That and initial investment from new owners could once again see Newcastle United quickly grow the finances at the club and allow it to start and bridge the gap with the successful clubs, that has grown wider every year since Mike Ashley arrived.

Success on and off the pitch wouldn’t happen overnight but with the right foundations put in place, there could still be a great future for our club, despite the depths Ashley has dragged us down to.

As you can see, Sunderland are £8m lower than Newcastle, despite their figures being from their last Premier League season and NUFC’s from the Championship year.

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