Hamburger SV remain the second highest placed Bundesliga club in the Money League with revenues broadly remaining flat at €146.2m (£119.7m). However, the North German club drops two places given the revenue growth achieved by Manchester City and Tottenham Hotspur.

The club reached the semi-finals of the newly reformatted and rebranded UEFA Europa League, Europe’s second tier clubs’ competition, for the second successive season, but only finished a disappointing seventh in the Bundesliga.

Commercial revenues remain the clubs largest revenue stream contributing €63.2m (43%) of total revenues, with growth of €7.6m (14%) almost completely offsetting decreases of €6.2m (11%) and €1.9m (5%) across matchday and broadcasting respectively.

Hamburg is Germany’s second largest city, which provides a strong base for the club’s commercial revenues. An extension to its shirt sponsorship agreement with Emirates, reportedly worth an increase in basic fee of €1.5m to €7m per season, and a new stadium naming rights deal with technology services provider Imtech worth a reported average of €4.2m per season are key contributors to this total.

The decrease in matchday revenues to €49.3m (£40.4m) was in part due to a decreased number of home matches compared to the previous season (26 compared to 27). The club attracted an average Bundesliga home attendance of 55,240.

Hamburger SV received €7.5m (£6.1m) in UEFA distributions as a reward for reaching the semi-finals, an increase of €3.8m compared to the previous season, a result of 2009/10 being the first season of improved
broadcast and commercial deals for the competition. However this was offset by a drop in Bundesliga finishing
position from fifth to seventh, and early elimination from the German FA Cup, which meant a slight drop in overall broadcast revenue to €33.7m (£27.6m).

A lack of participation in European competition in 2010/11 will mean that Die Rothosen will be hard pressed to retain its current Money League position. In the longer-term, qualification for the Champions League is the key for the club to challenge for a top ten position in future editions.

View the full Deloitte Football Money League ranking.

Source: Deloitte Sports Business Group

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