Schalke’s best domestic league finish for three years and remarkable commercial revenues keeps them in 16th place in the Money League. Finishing runner-up to Bayern in the Bundesliga and an appearance in the semi-final of the German Cup went some way to making up for the lack of European football in 2009/10, but the fans and directors will be glad that it has returned in 2010/11.

Once again Die Königsblauen, who report having over 90,000 members, had an average league attendance
close to the 61,800 capacity of their Veltins Arena, but matchday revenue still decreased by €3.8m (13%) as the club played four fewer home games due to the lack of European matches.

The annual uplift in the Bundesliga’s broadcast contract has helped the club to increase its broadcast revenue by €1.2m (4%) to €35.4m, despite the lack of UEFA central distributions, which were €0.3m in 2008/09.

Once again commercial revenue is Schalke’s main source of income, accounting for more than half of their total turnover. The club has a wide-ranging partnership with sports rights agency Infront Germany. This deal,
which runs to the end of the 2017/18 season, covers perimeter advertising sales as well as assistance in
marketing the stadium for various sports and entertainment events. This, combined with contracts to the end of the 2011/12 season with Gazprom, the club’s main sponsor, and adidas, the club’s kit sponsor, has helped Die Knappen report an extraordinary €79m of commercial revenue.

Qualifying for the knockout stages of the 2010/11 UEFA Champions League should guarantee Schalke an
improved placing in next year’s Money League. Which position they occupy will depend on how far they can progress.

Note: Schalke’s annual reporting period covers a calendar year rather than a conventional football season.

View the full Deloitte Football Money League ranking.

Source: Deloitte Sports Business Group

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