Everton climb higher in money league

, 24 January, 43comments  |  Jump to most recent
Toffees are 26th in the world based on revenue
Despite slipping backwards on most financial metrics, Everton have jumped up two places in Deloitte's Annual Football Money League, published today,and now sit just outside the top twenty moneybags clubs at 26th in the world. The ranking is based on reported revenue of €99.5M in the 2011-12 season.

Download the full report (pdf) at the link below.

Quotes or other material sourced from Deloitte



Reader Comments (43)

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Adam Fenlon
1 Posted 24/01/2013 at 08:00:21
So not in the World Financial Premier League.... 26th is like 6th in the Championship so we're at least in a play-off place to be promoted.....
Adam Fenlon
2 Posted 24/01/2013 at 08:06:02
Sobering that Liverpool's revenues are over double ours.....
James Morgan
3 Posted 24/01/2013 at 08:06:58
A decent sponsorship deal and nice little run in the champions league would see us get a big boost in cash, not to mention if we had a nice new stadium with fancy corporate boxes!
Over to you, Bill.
Sean O'Brien
4 Posted 24/01/2013 at 08:49:53
Alarming that Fulham only 1.5m behind us. would love to see the matchday/broadcasting/commercial breakdown similar to the top 20 for us and those around us. I am afraid it would show glaringly the lack of commercial revenue we generate but I could be wrong
Steven Telford
5 Posted 24/01/2013 at 09:12:43
The Delottie table is in Euros 99m, last year the guardian stated our turnover ar 80 (or was it 86) million POUNDS, so actually pretty much no difference, no?
Steavey Buckley
6 Posted 24/01/2013 at 09:30:59
Liverpool on about 186 million a year, Everton 82 million. Even with more than double the money, Liverpool have failed to fulfill even a top 4 position. Evertonians will have to accept that Moyes is punching above his weight. But I still believe there is manager out there, somewhere who can do a better job than Moyes on less than half what Liverpool are receiving.
Tony J Williams
7 Posted 24/01/2013 at 09:52:28
"But I still believe there is manager out there, somewhere who can do a better job than Moyes on less than half what Liverpool are receiving" - Or better yet, give the existing manager some money for a change? I bet he wishes for half of what the devil's spawn get.
David Minahan
8 Posted 24/01/2013 at 09:53:19
26th may be like "6th in the Championship" on a world scale but it is 8th in the English Premier League ie slightly below were the team tends to finish in an average season. Were not punching above our weight all that much!!
Patrick Murphy
9 Posted 24/01/2013 at 10:11:12
David you are so right, our place should be somewhere around 8th place in the PL and that is our average placing in Moyes' time at the club. But when you factor in our record in cup competitions it could be argued that we have punched below our weight on too many occasions.
That is what annoys me when DM constantly goes on about having enough points to preserve our PL status. Also despite what people think, until we start winning the occasional game at the elite grounds we will never be considered anything but a small to medium sized club,

Trevor Lynes
10 Posted 24/01/2013 at 10:27:48
Patrick..You get what you PAY for and we do not pay enough to attract decent players .......
The premiership is devalued and is only realistically within the range of three or maximum four clubs.
No one outside the so called big four has got a sniff of a title win for donkeys years.

With our fan base and top 8 finish each year we should be more active in improving the squad.
I see lots of teams that consistently finish BELOW us making moves to strengthen their squads.

As I have said ad nauseum...DM has been like Penn & Teller trying and mostly achieving the miracle of turnings sows ears into silk purses.
He creates and the board sell or loan out EVERY season.
He gets a portion of any transfer fee and sometimes none so what does anyone expect ??

Tony J Williams
11 Posted 24/01/2013 at 10:34:08
"That is what annoys me when DM constantly goes on about having enough points to preserve our PL status." - He doesn't , it's us that keep on bringing this oft misinterpreted quote up
John Ford
12 Posted 24/01/2013 at 11:14:38
The fact is our revenue is completely irrelevant if there isn't a proportionate or commensurate activity in the transfer market.

We know our salaries are about right in terms of the clubs worth but our spend in the transfer market is woefull and is the primary reason we cannot sustain a challenge.

Moyes has brought in good players and made them better. The clubs policy has been to then offer these players higher salaries. I have no problem with that because we should try to retain our best players, but is it too much to ask the club to but in ready made talent to supplement our team?

Trevor L, my impression with Moyes is that even with a modest net spend we could make considerable strides. Yet again we're seeing other teams, in this case Newcastle, strengthening their squads while we sit hoping for injuries to sort themselves out. The link between money and success is depressingly obvious but I really believe we don't need City or Chelseas level of investment, or even that of Spurs or Liverpool to make a difference.

Maybe im being a bit naive but Im strongly of the opinion that even a modest investment above what we've had over the past three years would see us making a right good go at the top four, and get us above the 'best of the rest'.

Kevin Tully
13 Posted 24/01/2013 at 11:54:57
Trevor #158, wrong on both counts I'm afraid.

We pay our first team players on a par, if not more than Spurs. Fellaini is on a reported £75k a week. Do you think Heitinga would be warming the bench if he wasn't on £60k a week?

Spurs were in the mix for the title last season, and Harry got the boot because they finished 4th, when Levy expected them to finish higher.

Patrick Murphy
14 Posted 24/01/2013 at 11:52:55
David Moyes talking after the Swansea home game:-
'I think for all clubs, with the exception of maybe three or four, getting to 40 points as quickly as you can is always the big thing. Then you can look at what else you can do after that.
We're getting close to that now (Everton have 37). And the questions I get asked by the media (now) suggest that expectations are maybe changing at Everton.'
So it's not just TW's going on about the 'magic' 40 points is it?
He's the manager, it's one thing to be pragmatic, it's quite another to be unambitious.
Steavey Buckley
15 Posted 24/01/2013 at 12:02:51
"'I have no problem with that because we should try to retain our best players, but is it too much to ask the club to but in ready made talent to supplement our team?"'
To that question, the answer is no. Everton's best young prospect, Ross Barkley, is trying to find some experience and form with Leeds. At present, his not trusted to even play 10 minutes for Everton as a second half sub. He probably does not run around enough like Naismith.
Trevor Lynes
16 Posted 24/01/2013 at 12:08:02
Kevin, I don't know where you get the info' on players reported salaries but we have definitely LOWERED the salaries by ridding ourselves of far more players than we have brought in.

Heitinga was bought unapposed and Im certain that if any other club wanted him we would sell him.
He and Bily have proved to be pretty poor acquisitions who no one else bid for.
I have consistently said that in my opinion Heitinga is the worst Dutch international I have seen.

We loan out lots of players each season and lead us to believe it is for them to obtain experience.
Personally I believe its a cost cutting excersise.

Tony J Williams
17 Posted 24/01/2013 at 12:17:53
"Spurs were in the mix for the title last season" - No they weren't. They finished 20 points of the top, 3rd place was 19 off the top.

Now look at Man U And City and compare their top wages to ours....in fact I imagine their lowest wages are comparable to our highest.

Kevin Hudson
18 Posted 24/01/2013 at 12:27:08
Patrick,

May I challenge this half-assed, 'unambitious 40-point,' theory that you've read about on ToffeeWeb, and subsequently assumed to be gospel..?

David Moyes's points tally in each season he's managed us, reads as thus: 56, 54. 61, 63, 65, 58, 50, 61, 39, 59 & 43.

Now, can we put this idiotic & fictitious notion to bed?

Kevin Tully
19 Posted 24/01/2013 at 12:35:56
Tony, Spurs were 6 points behind the League leaders in February, with 23 games gone.

I sincerely apologise if you don't regard that as " being in the mix".

I think they were in with a shout though, as did many ex-pro's and obviously their Chairman, who sacked their manager for such a poor finish.

Alan Newton
20 Posted 24/01/2013 at 12:44:45
A full break down of our matchday, broadcast and commercial revenues would be very interesting. Obviously, Spurs & Newcastle competed in Europe last year, so that accounts for the differences of 44% and 11% respectively compared to Everton, but it worries me how Fulham can be so close to Everton on revenues.

When you consider the gulf in size between Everton and Fulham, not only in terms of the stadiums, but also fan base and commercial opportunity, you have to pose the question, are Fulham maximising their every opportunity or are Everton seriously under performing financially?! I tend to think it's a mixture of the two but again, serious questions should be posed of our Board in respect to the top line health of the business. Many may point to growing top line revenue in recent years, but its comparative and I'm not convinced we are maximising our opportunities. Ok, we charge one of the lowest Premier League rates for match days, but we can generate revenue in other ways, not necessarily by increasing ticket prices.

Matt Traynor
21 Posted 24/01/2013 at 13:41:29
Alan (#200) a few years back I looked at these figures for all top flight clubs in England, Italy, Spain and Germany.

The key is not so much as in the absolute numbers, but the relative proportions of each. You can't compare between clubs in different leagues, as the broadcast TV distribution is very different.

What struck me as a Blue was how dependent we are on broadcast revenue as a proportion of our total turnover. Matchday is constrained by the stadium (corporate boxes go down as matchday normally), but commercial is woeful. LFC's next accounts will show their commercial income alone outstrips our total turnover.

The growth of the overseas TV deal in recent years has meant there are multi-tiered sponsorship opportunities to be sold. Now every commercial entity wants a Man Utd, or a Liverpool, but they can't always pay the price. That's where clubs like Everton should be muscling in. Some of these sponsors will do a "try before you buy" approach of sponsoring a lower cost club, seeing if the return on investment stacks up, and decide whether to go for a top tier club, stick with what they have, or pull out.

Man U, as the top commercial performer has, so far in 2013 (which is 24 days old!) struck deals with:
- Japanese paint manufacturer Kansai
- the China Construction Bank
- Wahaha soft drinks, part of the Hangzhou Wahaha group

This hot on the heels of cancelling a 10 year £4m per annum training kit sponsorship deal with DHL, as they realise they've under-valued it!

Now obviously Man U are the top end of the extreme, but I don't accept that in recent years when we had a Chinese sponsor, Thai sponsor, Chinese players (okay they weren't great), the top Australian player, the US goalie and their top player on loan, that we couldn't have done just a little bit better than Bargain Booze or Pukka Pies.

Eric Myles
22 Posted 24/01/2013 at 14:04:34
"Spurs were in the mix for the title last season"

Only in the minds of deluded Spurs fans, the RS were just as much in the mix as them!

Eugene Ruane
23 Posted 24/01/2013 at 14:32:18
- Just an idle thought.

Wonder if Liverpool's figure includes any undisclosed payments to Hicks and Gillett.

With any luck this hasn't been taken into consideration and when it is, it turns out they're actually worth about the same as us.

Wishful thinking?

Absolutely...but you rarely hide good news.

Graham Lloyd
24 Posted 24/01/2013 at 14:36:35
Call me an old cynic but things don't add up at Goodison... How can we be so high in the Deloitte league and still be on our arses???
James Stewart
25 Posted 24/01/2013 at 15:22:38
Yet we can't even muster up the cash for a loan deal.
Jim Knightley
26 Posted 24/01/2013 at 16:07:31
Some very strange points in this...what on earth does our position in the money league have to do with Moyes' finishing positions? the money we spend on wages and transfers is the only relevant figure in that respect...we could generate 300million a season, but if we only use 500,000 of it on players, then it's all irrelevant.

And Kevin...how were Spurs in the mix? just because they were near the top of the table for a period, doesn't mean they were actually in the mix...and any football fan or pundit who was deluded enough to suggest otherwise at the time, was off their rocker. They finished 20 points off top spot...and therefore were as close to winning that league, as we were to getting relegated.

And Spurs' wages are not comparable to ours...aside from the size of their senior squad, Adebayor (Reported wages of 80,000-100,000 a week not to mention a significant signing bonus) is bigger than Fellaini's... Dempsey's wages, which were the subject of a lot of speculation in America (after a journalist quoted 90,000 a week), will be around the Fellaini figure. Without looking up the figures of Lloris and Bale and the like....Friedel is also reported to be on around $6.5 million a season. So you are wrong on both counts....

And we should definitely generate more commercial income...our figures are absolute joke. I believe, in the hands of others, we could realistically generate 5million a year..which could be the difference between selling and keeping a player, signing a promising youth, or funding the free transfer of a Demba Ba or Sissoko

Steven Telford
27 Posted 24/01/2013 at 17:18:29
Youth Policy anyone?
We should try to 'aquire' some of the Dutch guys that oversaw the Ajax youth policy of the 1990s and try to replicate it.
Matt Traynor
28 Posted 24/01/2013 at 18:44:06
Jim #247, "And we should definitely generate more commercial income...our figures are absolute joke. I believe, in the hands of others, we could realistically generate 5million a year.."

In Singapore, Chelsea opened up a representative office for commercial opportunities. That could mean a number of things, but most likely they appointed one of the myriad of sports agents to represent their brand commercially.

You don't need to go to the expense of actually shelling out for an office, employing someone - you just grant one agent / agency the right to represent your brand in a particular area, and pay them a commission on what they bring in.

Clubs use overseas marketing/sports agents all the time. Usually on a non-exclusive basis (which leads to some awkwardness with multiple people pitching the same offer usually at a different price).

I don't know what we've done in the past in the this regard - never heard our name mentioned. I do know how active other clubs have been however in Asia.

James Stewart
29 Posted 24/01/2013 at 20:25:26
Our wage structured is bizarre yes we pay a few players large amounts but it is a skewed pay structure. Paying Heitinga £60k per week while we can't afford to make a loan signing is just bad business.
Steve Carse
30 Posted 25/01/2013 at 09:52:30
Bear in mind when looking ta these figures that you are not always comparing like with like. For instance Everton's turnover figure is deflated by its outsourcing arrangements on merchandising and catering. In these arrangements Everton receive a fixed sum net of any costs, which is well below the actual sales turnover. I seem to recall Elstone saying that the Club's stated turnover was some £6-8m lower than it would be because of these arrangements.
Mike Webb
31 Posted 25/01/2013 at 12:29:31
Steve @474, I don't think that's correct. When Everton outsourced the merchandise operation, they claimed (under Wyness) that they were losing £750k a year. It's all about internal charging, but I would find that hard to believe.

So whilst the revenue figures would be depressed slightly, there should be a comparative reduction in costs also? And if they really were losing money on merchandise and catering, and are now getting payment for outsourcing it, then the profitability should be greater?

Although how any football club can not consider merchandise and catering to fans on matchdays as core business boggles this simple mind!

Kevin Tully
32 Posted 25/01/2013 at 12:51:38
Jim #247,

I was only basing the wages at Spurs on a comment Harry Redknapp made after taking over at QPR.

He said the fine to one of his players of £130k (Two weeks wages) was more that any of his players were earning at Spurs, here's the direct quote:

"I fined a player last week and he was earning more than any player earned at Tottenham. You shouldn't be paying massive wages when you've got a stadium that holds 18,000 people."

He probably lying though – and Fellaini is only on 20 grand a week, as long as it suits your argument.

But you go right ahead and make up want you want Jim, just so you can dream up more excuses for darling Dave, a true managerial great.

Dennis Stevens
33 Posted 25/01/2013 at 12:51:40
Being 26th in the revenue league is all very well, but it would be interesting to see where we sit in any debt league by way of comparison.
Jim Knightley
34 Posted 25/01/2013 at 13:09:06
Kevin... are you aware that Adebayor and Dempsey, two of the three players I mentioned, signed after Redknapp left? Or do you have a problem with chronology?

Also, Harry Redknapp is the most trustworthy person in football...and would never say anything for the purposes of rhetoric.

Unbelievable. Hopefully many of the well reasoned members of Toffeeweb will help you construct an argument over time, that does not rely on a fictional basis.

Kevin Tully
35 Posted 25/01/2013 at 13:16:00
So they let Modric & Van der Vaart go, then smashed their wage structure for Adebayor & Dempsey? Oh my aching sides.

Then you want to us to believe that Harry is telling porkies, and we should believe an American journo regarding Dempsey?

Jim, I will send you some more straws to clutch at if you want, but it well known that Spurs have a rigid wage structure in place.

In fact, Modric was "reportedly" only on £40k a week at Spurs.

Adebayor on £80-100k a week? Really Jim? Care to back that up with any direct quotes, or did you read that in the Togo Times?

Kevin Tully
36 Posted 25/01/2013 at 13:30:05
There you go Jim, from the Telegraph ;

"Modric refused to train on Friday, ahead of Saturday’s flight, and will be fined around two weeks wages, a basic of over £80,000 in total, by Spurs’s new head coach Andre Villas-Boas."

Now where did I put my American journal of English Premier League player contract details??

Steven Telford
37 Posted 25/01/2013 at 16:01:32
When Spurs took Addy-bi-whore, I believe part of the deal was that city subsidised his wages. Spurs paid their top figure, and City toped up the rest.

I know it won’t happen but, if Lescott came back to us on loan, I think it would have had to be something similar. Not bad, eh... City paying the wages of players on other teams. Maybe we can build a strategy from that.

Jim Knightley
38 Posted 25/01/2013 at 16:41:24
Kevin....how can you be a football fan and unaware of Adebayor's wages? you know he was on around £170,000 at Man City?

But, here are your sources: http://www.telegraph.co.uk/sport/football/teams/tottenham-hotspur/9490747/Tottenham-confirm-signing-of-Emmanuel-Adebayor-from-Manchester-City-in-deal-worth-9m.html :

Adebayor had been on £170,000-a-week at City and, while that salary has been reduced to around £100,000 to fit Tottenham’s wage structure, he has also received a big pay-off to leave the Etihad Stadium

Several papers reported a similar wage...although tbh, I reckon it is nearer the 80,000 the BBC quoted, as I believe they are the most reputable of all sources: http://www.bbc.co.uk/sport/0/football/19334854

Congratulations on quoting Modric's wages though, who is both no longer a Spurs player, and not even under discussion... And do you know why Modric's wages were so low? because he refused to sign a new contract. If Fellaini had refused to sign a new contract... guess what? his wages would have been lower to

Sources enough for you Kevin? or do you want to see his wage packet?

And Kevin... Dempsey scored 17 goals last season for Fulham...they pocketed 30odd million for Modric... and numerous news agencies have reported large wages... I don't understand why the idea of him on high wages is so difficult to grasp.

Kevin Tully
39 Posted 25/01/2013 at 18:56:47
Back to the original point now then Jim, are our top earners on a par with Spurs?

Let me answer that for you - Yes.

You just don't like to hear any evidence that points to the fact Moyes does have resources, and it is not the miracle of Goodison Road when he manages to finish 7th.

What is your usual spin? We have the budget of a Championship side, If I remember.

Yes, lots of teams in the Championship paying the wages we do.

Mike Webb
40 Posted 25/01/2013 at 19:16:58
Jim/Kevin,
I think you both have good points to make but I think you're also missing the nub of each others points as well.

The simple fact is that footballers contracts are not published, but info leaks out, and in these days of social media total myths can gather legs. I was told by someone who works in football that back in the 70s, even as recently as the early 90s, a footballers contract was a simple 2 page affair. 4 pages maybe if your agent was a moonlighting lawyer. These days it's a multi-tiered contract between two companies. One of the reasons the taxman has taken such an interest in football is the explosion in wages, and the way that clubs and agents have gone to great lengths to hide them.

A player might be paid £40k a week, for instance. But other clauses could see that, over a 4-year contract, get closer to twice that amount. Be it appearance money, bonus for staying, signing a new contract, image rights or combinations thereof.

Just supposition on my part, but I think Moyes realised a few years ago that his owner was not going to be able to provide him with a transfer war chest – after all – the "business" is fundamentally a loss-maker. So I believe Moyes has bought in to the buy cheap-sell high idea, with sizeable investments in players like Fellaini, on the understanding that he'll either move on, or stay for pay and a get out clause.

Wages are a complex issue. Players like Anichebe, Coleman, Osman are on good money here, and could probably get the same or even a bit more at a Norwich or West Brom. They're happy here, so why move? They're still rich! Sadly footballers today are millionaires before they've kicked a ball for the first team, and the celebrity culture that follows is where they feel they belong. Football is just an inconvenience now – I can't imagine why any of them would be so happy to be on the bench, or not in the squad. (Well I can imagine why, but I grew up in an age where if a player wasn't in the starting XI he was hammering on the Manager's door on a Monday. And quite right too!)

Steve Carse
41 Posted 25/01/2013 at 21:56:31
Mike 502, sorry for not explaining properly. The key is to distinguish profit from turnover. The outsourcing deals involve no costs to Everton. They just receive a payment. This income is added to the turnover figure. If the activities were not outsourced then yes they might be run at a loss but they would still be boosting the turnover figure by much more. So the statement that the club would lose money is not inconsistent with my own, that if not outsourced the clubs turnover would be bigger. By my reckoning we'd be higher £6-8m and another couple of places up the financial table.

I agree that merchandising and catering should be internalised and the club take the responsibilty to make it pay. Isn't that what management is all about?

Jim Knightley
42 Posted 26/01/2013 at 01:41:43
Kevin... what are you talking about? I don't claim we have the wage capacity of a Championship side... I claim we have a net spend of a Championship side, or thereabouts, which is a statistically correct argument.

If we looked at our overall wage bill in comparison to other teams now, we would be around 10th in this division, and probably have a similar relative wage position (perhaps a little higher) in the division over the Moyes era (below, but little difference to, our average finishing position). If you looked at our net spending totals, we'd probably have an average in the bottom 5 of this division. Statistically we have outperformed most seasons, and will continue to do so this season, barring a Tottenham-esq collapse.

And don't construct arguments which I have never made, and then try and fight against them, instead of the reality. It is schoolboy stuff...

I've given you a very legitimate source in the BBC, who have represented Adebayor's £80,000 as the lowest end of my £80,000-100,000 estimated re his wages. Without even factoring in a substantial signing-on fee, Adebayor's wages are higher than Fellaini's. There is also good evidence to suggest Dempsey and Friedel are either around, or above, Fellaini's wages.

Take the overall wage bill of Everton and Spurs, and whose would be higher? Spurs. Take the top 5 earning players at Everton and Spurs, and who would have a higher total? Spurs. Who has a higher net spend in the last 10 seasons? Spurs, by an extra £95million (and £240 million more in gross). They shouldn't not be in our sphere really... that they are is down to good management by Moyes.

Finally Jim... and it will be interesting to get your opinion on this: We have a reported spend of £63.4 million on player wages... do you know what Spurs' wages were in the 2011-12 (Reported to be the same as now)? £91million.

Now £63.4million and £91million... in that lies the difference between resources, which you seem strangely to resist. Interestingly Arsenal's wages are near the £150million mark.

So that's the struggle we are fighting... Spurs completely outstrip us in terms of spending, and have an annual wage bill which is almost £30million larger than ours. Arsenal, whilst spending far more in gross, do not ourspend us in net, but have a wage bill which is over double our own. We are outgunned.

Jim Knightley
43 Posted 26/01/2013 at 02:11:48
Kevin* - ignore any spelling errors... I've had 4 hours sleep in the last 48hours... it does not make for an accurate poster.

On the plus side, I've bed with no alarm, and hopefully an Everton victory to look forward to now.


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