Liverpool were the most profitable English club last season, according to the annual Deloitte Football Money League, but this was the first time in the report’s 29-year history that no Premier League club finished in the top four.
Real Madrid once again came out on top with €1.61bn (about £1.4bn), well ahead of Barcelona’s €974m. Bayern Munich with 860 million euros and Paris Saint-Germain with 837 million euros came in third and fourth place respectively.
Liverpool’s rise from eighth to fifth in 2023-24 has been fueled by the success of Arne Slott’s side, as well as more concerts at Anfield by artists such as Taylor Swift, Dua Lipa and Bruce Springsteen. Deloitte Sports Business Group assistant director Marco D’Elia confirmed that it was the first time that Liverpool, with a total revenue of €836 million, had topped the Premier League rankings.
“Liverpool’s strong results were driven by their performance on the pitch, their Champions League income and a 7% increase in commercial income,” he said. “This was due to an increased focus on non-matchday events at Anfield, such as Taylor Swift concerts and corporate events. They also benefited from the challenge of other Premier League clubs, particularly Manchester City and Manchester United.”
The lack of success on the pitch has affected Manchester City’s income, with the club slipping from second to sixth place, earning €829 million. Manchester United, who earned 793 million euros, fell from fifth to eighth place.
United were once seen as the blueprint for commercial success in football, having finished first in 10 of their 29 Money League matches, most recently in 2017. The decline was due to a drop in broadcasting revenue from 258 million euros to 206 million euros, and the absence of the Champions League.
Arsenal, Tottenham and Chelsea remained in 7th, 9th and 10th place on the list.
Tim Bridge, lead partner at Deloitte Sports Business Group, said the report showed the most successful clubs were leveraging their revenue-generating capabilities more aggressively.
“There has been a significant shift in some clubs’ business models, with a focus on maximizing the impact of their brand and stadium assets,” he said. “Having a brewery, hotel and restaurant on site is now commonplace and represents a strategic move to diversify income and create a year-round entertainment destination.
“This innovative approach significantly expands our revenue streams and gives clubs the opportunity to go far beyond the traditional matchday experience to secure a more sustainable financial future.”