Reporting flat revenues of $277.5m in 2009/2010, Juventus dropped two places to tenth in the Money League. Despite a second consecutive season in the Champions League, the Old Lady of Turin lost its place as the highest revenue generating Italian club, falling behind its Milan rivals.
Although matchday revenues nudged upward to $22.8m in 2009/2010, Juventus’ matchday revenues remain the weakest part of their business, accounting for only eight percent of total revenue.
However, by 2011/2012, Juve will be playing in their new 40,000 capacity stadium, which is expected to increase matchday revenue considerably.
Commercial revenue also increased marginally to $75.2m in 2009/2010, following the decision to have a dual shirt front sponsorship strategy. Sports betting firm, BetClic paid at least $20.3m over two seasons to have its name on the home jersey, while Italian confectioner Balocco sponsored the away kit. Kit sponsors, Nike pay at least $16.7m for its long running deal with the club.
Juve have also partially funded the construction of the new stadium through the sale of adjacent commercial land and through a commercial partnership with Sportfive, covering the naming rights and corporate facilities for a 12 year period, worth a minimum of $101.5m.
Despite finishing third in the Champion League group stages, Juventus benefitted from $30m of UEFA central distributions. Total broadcasting income was $179.3m, almost unchanged from the previous season.
With no Champion’s League football in 2010/2011and an expected negative revenue impact collective, Juventus are not expected to be in the top ten of the Money League next year.
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