February 24 – FC Bayern Munich’s 2-2 draw at Juventus FC in the UEFA Champions League Quarter Final left the latter more spirited as they came back from a 2-0 deficit. Off the pitch, though, is another story. KPMG’s Football Benchmark team has found that Bayern significantly outperformed Juventus for the 2014/2015 season.
Bayern’s revenue for the period reached €474 million, in contrast to Juventus’ €324.7 million. However, Bayern’s revenue was €14 million down from the 2013/2014 season, whereas Juventus’ revenue has increased every year.
Juventus almost doubled Bayern’s broadcasting revenue, reeling in €196.7 million opposed to €106.1 million. This is in large part due to Juventus reaching the UEFA Champions League Final in 2015, and thus accruing €41.1 million more than Bayern. Furthermore, the Bundesliga generates 30% less income from TV rights than Serie A.
However, Bayern made €278.1 million in commercial revenue in comparison to Juventus’ €76.6 million. Although both teams saw net decreases in commercial revenue from the 2013/2014 season, Bayern have increased their commercial revenue by 44% since the 2011/2012 season.
Bayern has an annual deal with Adidas worth €25 million and a deal with Deutsche Telekom worth €30 million. While Juventus gets only €2 million less per year than Bayern from Adidas, their next best deal, with Jeep, is worth a lesser €17 million.
Matchday revenue also weighed in Bayern’s favour, amounting to €89.8 million in comparison to Juventus’ €51.4 million. This is in spite of Juventus growing their matchday revenue by 61% by virtue of opening their new stadium in 2011. Bayern’s Allianz Arena can hold up to 75,000 fans, whilst the Juventus stadium can only seat 41,475.
Reflecting team value, Bayern has over 50% more followers on Facebook than Juventus. This is thanks to a strong showing in China where Bayern has an online fan shop and an app dedicated for that regional market.
Perhaps most stark to the 2-2 draw played out last night is the market value of each squad: Bayern’s squad is valued at the €579 million mark while Juventus are worth €380 million.
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