Real Madrid et FC Barcelone, au sommet de l’Europe

Selon le rapport annuel cabinet d’audit Deloitte, Football Money League, le Real Madrid et le FC Barcelone sont les deux clubs générant le plus de revenus au monde, avec respectivement 438,6 et 398,1 millions d’euros issus des revenus de match (billetterie majoritairement), des droits TV nationaux et internationaux et de l’addition des recettes sponsoring et merchandising. Le top 5 est complété par Manchester United, le Bayern Munich et Arsenal.

Les sources de ce rapport sont très simples puisque les chiffres utilisés sont issus des rapports financiers des clubs à l’issue de la saison 2009/10 ou les chiffres les plus récents dans le cas de clubs où l’année fiscale ne correspond pas à l’année sportive.

Le top 20 des clubs listés par Deloitte génèrent près de 4 milliards d’euros de recettes par an, 4.3 milliards pour être précis soit 8% d’augmentation par rapport à l’année précédente. Le Real Madrid est donc 1er en tête et ce pour la 6ème année consécutive, avec 40 millions d’euros en plus par rapport au FC Barcelone. Mais cette hiérarchie, déjà inversée sur le terrain, le sera aussi dans ce rapport puisque le FC Barcelone, je vous le rappelle, a signé avec la Fondation du Qatar, ce qui devrait remplir les coffres et permettre au club de Sandro Rosell de prendre la tête de ce classement.

Manchester United - AIGMalgré la domination des 2 clubs espagnols, l’Angleterre reste le pays le plus représenté avec 7 clubs (Manchester United, Arsenal, Chelsea, Liverpool, Manchester City, Tottenham et Aston Villa!). La France fait bonne figure puisqu’elle arrive à placer l’Olympique Lyonnais et l’Olympique de Marseille à la 14ème et 15ème place. Selon ce rapport, les revenus de l’OL s’élèveraient à 146,1 millions d’euros et ceux de l’OM à 141,1 millions d’euros. A noter la dégringolade de l’AS Roma à 18ème place qui perd 6 places à cause de sa non-qualification en compétitions européennes, soit une perte de près de 24 millions d’euros pour le club de Jeremy Menez. Espérons que la vente du club, suite à la décision de la famille Sensi, et le projet de nouveau stade, feront remonter les Giallorossi dans le classement.

Je vous disais donc que ce classement était l’addition des revenus issus des droits TV, des recettes de matchs et du sponsoring et merchandising. Une analyse plus fine de chacun de ses côtés du triangle montre que seuls le Real Madrid et le FC Barcelone ont réussi à équilibrer leurs revenus quasiment en parts égales et semblent avoir une stratégie marketing cohérente sur ces 3 volets. Pour le club de Cristiano Ronaldo, les recettes de match pèsent 30%, les droits TV 36% et le sponsoring et merchandising 34%. Pour Leo Messi et les siens, les recettes de matchs représentent 25%, les droits TV 44% et le sponsoring et merchandising 31%.

fc bayern merchandiseCe split permet de mettre en avant des tendances par pays voire des business modèles de club, avec par exemple les clubs Allemands où la proportion des revenus issus du sponsoring et du merchandising est largement plus importante que dans d’autres pays (normal puisque la TV payante a du mal à décoller outre-Rhin). L’Allemagne arrive à placer 4 clubs parmi les 10 premiers en terme de revenu dit commercial avec le Bayern Munich, Schalke 04, Hambourg et le Borussia Dortmund.

Du côté d’Arsenal, plus de 40% des revenus proviennent des recettes de match joués à l’Emirates Stadium (114.7 millions d’euros). En effet, le nouveau stade des Gunners a permis au club d’accueillir plus de supporters qu’à Highbuy et donc d’augmenter le prix de la billeterie. Sur les droits TV, le FC Barcelone est largement en tête avec 178.1 millions d’euros, le podium étant complété par le Real Madrid et l’AC Milan. Ce classement n’est pas surprenant car l’Espagne et l’Italie sont les deux seuls pays permettant aux clubs de vendre individuellement leurs droits TV, ce qui permet aux grosses écuries de ne pas voir leurs revenus tirés à la baisse à cause des « plus petits clubs ». Je ne suis pas en train de défendre ce modèle, au contraire, je pense qu’il crée trop de disparité au sein d’un même championnat, rendant l’exercice trop difficile pour les clubs moyens, sans parler des promus. Intéressant de voir que dans ce classement purement droits TV, les Girondins de Bordeaux apparaissent à la 16ème position avec 65.4 millions d’euros reçus grâce à leur périple européen et aux recettes Ligue 1.

Malheureusement, ce rapport, bien qu’extrêmement intéressant et utile pour améliorer notre compréhension du foot business, ne met pas en avant les mouvements de transferts, la masse salariale et surtout la dette des clubs, posant donc un voile sur des éléments majeurs de la santé d’un club. Espérons que la prochaine édition l’intègre ou du moins espérons qu’avec les règles instaurées par l’UEFA autour du Financial Fair Play rééquilibreront la donne et permettront peut-être à des clubs plus modestes d’émerger

73 Commentaires

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    Ce classement est intéressant mais comme notifié a la fin de l’article, il manque les infos comme la dette et les flux de transferts, qui je suis sur, permettrait aux clubs français d’être mieux représentés dans ce classement.

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2 Rétroliens / Pings

  1. Arsenal signe avec Indesit | Sportsmarketing.fr - Le Blog du Marketing Sportif
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