Premier League Cost Control and Sustainability Provisions Published – Daniel Geey

The Premier League (PL) published its latest handbook yesterday which contained two important cost control and profitability and sustainability provisions. The PL does not use the term Financial Fair Play (FFP) to characterise their new rules but they bear some of the hallmarks of break-even which are prominent in the UEFA and Football League FFP provisions.

Short Term Cost Control

Rule E.18 states that

“If in any of Contract Years 2013/14, 2014/15 and 2015/16 a Club’s aggregated Player Services Costs and Image Contract Payments:

E.18.1. exceed £52m, £56m, or £60m respectively; and

E.18.2. have increased by more than £4m when compared with the previous Contract Year or by more than £4m, £8m or £12m respectively when compared with Season 2012/13;

then the Club must satisfy the Board that such excess increase as is referred to in E.18.2 arises as a result of contractual commitments entered into on or before 31 January 2013, and/or that it has been funded only by Club Own Revenue Uplift and/or profit from player trading as disclosed in the Club’s Annual Accounts for that Contract Year.”

The definition of “Club Own Revenue Uplift” is set out at A.1.32 of the PL rules and means“any increase in a Club’s revenue… when compared with its revenue in … 2012/13 (excluding Central Funds fee payments.”

The practical effect of the above is that only a £4m increase in the wage bill for PL clubs per season will be permitted.  If a PL club spends more than an additional £4m on wages from the previous season, the additional wage cost can only be funded by increased commercial revenues that the club has made during that same season. The below table sets out the defined amounts:

Season     The extra amount of PL Central Fund revenue that can be used to fund player wage costs       (cumulative)   If the wage bill is below the following figure, then the club are exempt from the   restrictions
2013/14   £4m £52m
2014/15   £8m £56m
2015/16   £12m £60m

By way of practical example, if Liverpool’s 2012/13 wage bill is around £125m and for the 2013/14 season it increases to £130m, the club has spent £1m more than is permitted under Rule E.18. Liverpool must demonstrate to the PL that, in the same year of the wage cost increase,  the £1m additional wage cost arises either from:

  • >contracts entered into before 31 January 2013;
  • >its own revenues excluding centrally distributed PL monies; or
  • >profit from player transfers.

Rule E.19 states that the 1 March 2014 (for the contract year 2012/13) will be the first time that each PL club will have to submit Form 3 to the PL but that the first substantive assessment will occur in February 2015. Presumably assessment will occur around this time as the PL will in March 2015 have the 13/14 contract year figures to compare against the 12/13 figures for compliance purposes. It appears from the guidance in the handbook that a Financial Regulatory Panel will be established  to determine whether a club has complied with the cost control provisions and to sanction the club accordingly if they have been in breach.

Profitability and Sustainability

PL clubs can make a £15m loss over a three year rolling accounting period. This means that a £5m per season loss can be covered by owner loans. Clubs can make a cumulative £35m loss over a three year rolling accounting period (i.e. the first being 2013/14, 2014/15 and 2015/16) I.e. a total loss of £105m with certain conditions attached (set out below).

Importantly, Rules E.52-E.58[1] will only come into effect from the 2015/16 season.

By 1 March 2016, PL clubs will have to submit three years worth of accounts. For losses up to £15m over the three year period, no owner guarantee will be required. If a club’s losses exceed £15m for the three year period, the club in the relevant season has to provide:

  • future financial information to the PL; and
  • evidence of sufficient Secure Funding (as defined in Rule A.1.143) of up to £90m injected into the club by way of shares (Rule E57 and E.58).

If a club breaches the £105m limit, the PL board has the power to compel a club to adhere to a defined budget (Rule E.15.1) and/or refuse to register any new or existing player contract (Rule E.15.3). Rule E.58.2 appears to give a Regulatory Commission the power to further sanction a club for breaching these provisions. The outcomes of such reporting requirements may thus result in breaches which could lead to sanctions like points deductions though a sanctioning tariff has not yet been published.

Related Party Transactions (RPT)

In the Football League and UEFA regulations there are provisions to combat accusations of companies which have connections to the club from providing the club with an artificially high sponsorship deal. The UEFA regulations make reference to the test being “fair value” for assessing the value of the contract. Interestingly, the PL are using a “Fair Market Value” test (Rule A.1.32). However, the test for whether a deal is a RPT appears to be somewhat limited (Rule A.1.132). It sets out that a RPT is only if “the transaction [is] disclosed in a Club’s Annual Accounts as a related party transaction”. If it is not disclosed then it cannot be classed as a RPT. This is a different approach to the UEFA test.

Promotion and Relegation 

Lastly, it is not expressly clear how the PL will deal with relegated and promoted clubs. From first reading of the regulations it appears:

  • >accounts for years that clubs were in the FL will be used to assess PL compliance; and
  • >a promoted club’s accounts for the previous year then they were in the Football League will be used as the wage benchmark for how much a club can spend on wages whilst in the PL.

Conclusion

Any sanctioning decisions for breach of the above rules are still some time away but by March 2014, clubs will have to submit financial information to comply with the latest PL regulatory requirements. By the Spring of 2015, the first wage control decisions will occur but it will only be in 2017 that the first break-even decisions will be taken.


Rule E.52 states: “Each Club shall by 1 March in each Season submit to the Secretary:

E.52.1. copies of its Annual Accounts for T-1 (and T-2 if these have not previously been submitted to the Secretary) together with copies of the directors’ report(s) and auditors’ report(s) on those accounts;

E.52.2. its estimated profit and loss account and balance sheet for T which shall:

E.52.2.1. be prepared in all material respects in a format similar to the Club’s Annual Accounts; and

E.52.2.2. be based on the latest information available to the Club and be, to the best of the Club’s knowledge and belief, an accurate estimate as at the time of preparation of future financial performance; and

E.52.3. if Rule E.55 applies to the Club, the calculation of its aggregated Adjusted Earnings Before Tax for T, T-1 and T-2 in a form approved by the Board.”

Rule E.55 states: “If the aggregation of a Club’s Earnings Before Tax for T-1 and T-2 results in a loss, any consideration from Related Party Transactions having been adjusted (if appropriate) pursuant to Rule E.53, then the Club must submit to the Secretary the calculation of its Adjusted Earnings Before Tax for each of T, T-1 and T-2.”

Rule E.56 states: “If the aggregation of a Club’s Adjusted Earnings Before Tax for T, T-1 and T-2 results in a loss of up to £15m, then the Board shall determine whether the Club will, until the end of T+1, be able to pay its liabilities described in Rule E.14.7.1 and fulfil the obligations set out in Rules E.14.7.2and E.14.7.3.”

Rule E.57 and E.58 states: “If the aggregation of a Club’s Adjusted Earnings Before Tax for T, T-1 and T-2 results in a loss of in excess of £15m then the following shall apply:

E.57.1. the Club shall provide, by 31 March in the relevant Season, Future Financial Information to cover the period commencing from its last accounting reference date (as defined in section 391 of the Act) until the end of T+2 and a calculation of estimated aggregated Adjusted Earnings Before Tax until the end of T+2 based on that Future Financial Information;

E.57.2. the Club shall provide such evidence of Secure Funding as the Board considers sufficient; and

E.57.3. if the Club is unable to provide evidence of Secure Funding as set out in Rule E.57.2, the Board may exercise its powers set out in Rule E.15. 

E.58. If the aggregation of a Club’s Adjusted Earnings Before Tax for T, T-1 and T-2 results in losses of in excess of £105m:

E.58.1. the Board may exercise its powers set out in Rule E.15; and

E.58.2. the Club shall be treated as being in breach of these Rules and accordingly the Board shall refer the breach to a Commission constituted pursuant to Section W of these Rules.”


Daniel Geey, Associate in the Competition and EU Regulatory Group at Field Fisher Waterhouse LLP.

Daniel has provided advice and presentations on a whole raft of football related issues and can offer industry specific legal advice on football takeovers, Premier League, Football Association, UEFA, FIFA, FFP and more.

Check out Daniel’s blog, ‘The Final Score on Football Law’ here >> and follow Daniel on Twitter here >>

Please feel free to get in touch with Daniel Geey should you or your club have any questions concerning the regulations.

Daniel Geey’s isportconnect-profile-widget

{jcomments on}

 

Glasgow 2014 Reveal Family Friendly Ticketing Scheme

The organisers of the Glasgow 2014 Commonwealth Games have announced that two-thirds of tickets will be priced at £25 ($38) or less.

The family-friendly ticketing strategy focused on delivering packed stadia and a ‘Games for Everyone.’

Ticket prices will start from £15 ($23) for adults and half-price concessions will be available for children and the over-60s.

Announcing the Ticketing Programme, allergist Glasgow 2014 Chairman, Lord Smith of Kelvin, said: “This is a big day for Glasgow 2014 and one that has taken a substantial amount of planning.

“This isn’t just about selling a million tickets. It’s about making the Games accessible to all. We have spent many months designing a Ticketing Programme that reflects the vision and values of Glasgow 2014.”

The price of a ticket also includes access to public transport in the local area on event day and organisers pledged that at least 70% of all tickets would be available to the public.

“We have listened and learnt from previous Commonwealth Games as well as the London 2012 Olympic and Paralympic Games. We’ve also conducted our own research,” added Lord Smith of Kelvin.

“This is a Games for everyone. And by that I mean success not just for the Organising Committee and our partners, but also for the people of Glasgow, Scotland and the Commonwealth.”

Three-time Olympian and double Commonwealth champion swimmer, David Carry, added: “Having experienced the spine-tingling and unforgettable atmosphere of London 2012 and the passion of crowds at previous Commonwealth Games, I have no doubt that the athletes hoping to take part in the Commonwealth Games in Glasgow will have something incredibly special to look forward to.

“Having packed stadia and enthusiastic crowds is what absolutely makes for an electric atmosphere at competition time – and that can really impact positively on performance.

“It is great that the ticketing policy at Glasgow 2014 is making it as accessible as possible for people to be part of making Glasgow 2014 the wonderful celebration of sport that I know it will be.”

 An allocation of tickets has also been earmarked for special distribution to identified groups and communities and more details will be announced this summer.

Community goes Global – Steven Falk

Everyone belongs to a community. We all have a gene pool, buy a culture, doctor an interest group. Sports organisations often reflect and sometimes guide the social mores of the time. Older readers may recall the hooliganism that plagued English football in the 1970s. The conflict was tribal with small bands forming alliances to fight the ‘enemy’ in defence of local honour against polarised local communities or to enhance national status. At that time social upheaval was a product of industrial change. Now, in the era of financial meltdown, sports organisations must work even harder to preserve their income streams and the loyal affinity of their constituencies.

In particular, football clubs make great efforts to reach out to their local communities. This work has been going on for many years, but only now are clubs bringing all of their community and charitable work together under a single administrative unit or foundation. Why should they invest so much time, money and effort into this activity? The reason is simple. Community no longer means just those fans living in the soot-shrouded shadow of the ground. The game has gone global with shiny new stadia generating up to £3m per game from corporate hospitality and much more from global media rights. The new watchwords are ‘franchise’ and ‘legacy’.

So does the concept of ‘community’ have any relevance to football clubs in today’s global game? The considerable investment made by leading clubs such as Chelsea with its Blue Pitch initiative and Manchester United with its Soccer in the Community programmes suggests the answer is yes. Community activity carried out locally ensures that future generations of fans are engaged and recruited to populate the shiny new stadia. While commendable, this effort is not wholly altruistic as the ever- increasing revenues required to sustain on pitch performance could not be achieved without the support of local fans and of the commercial sponsors who stalk them.

Nevertheless, for English Premier League clubs, the concept of community now extends to wherever the TV rights are sold. Fervent and passionate supporters across the world, most of whom will never experience the joy of seeing their team play live at home are part of that franchise. Clubs are keen to capture not only their loyalty but also their dollars, bhat, won, yen and rupees. This is achieved through the launch of local language websites and publications, the recruitment of strong local sponsors and the staging of pre-season tour matches against local opposition. Each activity offers a touch-point to engage local fans, collect their contact details and promote a range of club-branded products and services including merchandise, media, telecommunications and financial services.

In return for this interaction, the local community and the national associations (whose permission is required to stage tour matches) are rewarded with ‘a legacy’. This may take the form of an investment in local infrastructure or in the staging of training and education events for local coaches and children. Often, clubs have been criticised by local media for a perceived imbalance in the energy used to build their franchise compared with the investment in the local legacy. While this may once have been justified, clubs now realise that their interests are best served by addressing this issue if only because all teams and sports need engagement from their fans – and this engagement is not sustainable without community involvement.

Star Sports Marketing has both the experience and capability to help you plan and enhance your community engagement at home and abroad. Visit www.starsportsmarketing.com or email steven.falk@starsportsmarketing.co.uk for an informal discussion on the possibilities for your organisation.

{jComments on}

Red Bull Refute West Ham Speculation

Global energy drinks company Red Bull has denied an interest in buying English  Premier League side West Ham United.

Austrian-based Red Bull already own German Bundesliga team RB Leipzig, ed Austrian side Red Bull Salzburg, cough MLS side New York Red Bulls and Brazilian Campeonato Paulista state championship side Red Bull Brasil.

They were reportedly considering a £200m bid for the London-based side West Ham, who currently sit 13th in the Premier League. However, West Ham owners David Sullivan and David Gold have insisted they have “no desire to sell the club”.

Red Bull Global Head of Football Oliver Mintzlaff also denied that the company has any current interest in investing in West Ham United.

Marketing Manager – Scottish FA

Location: Glasgow

Closing Date: December 20, anabolics | 2016

Overview:

The Scottish FA is seeking to appoint a Marketing Manager to join the Commercial department. Reporting to the Head of Marketing and Digital, herbal this role will have responsibility for managing the development and delivery of strategic marketing campaigns across our three major brands – Scotland, denture Scottish Cup & Scottish FA.

 

Proven experience of working in a marketing role is required with an excellent knowledge of brand management and consumer insight. Experience of working collaboratively with sponsors; commercial partners and agencies is also essential. The ideal candidate will have the skill to adapt communication and influencing style regardless of whether working with the Marketing team or with stakeholders.

This position will be based within a results orientated, fast-paced environment so it is expected of the job holder to set the priorities and to meet deadlines. Please refer to the job description for further information on requirements for this role.

 

Due to the nature of the role, flexibility is required with regard to working evenings and week-ends, as well as travelling. This position will be based at Hampden Park in Glasgow.

Top 5 jobs of the week – 17/10/2016

Head of Social Manager / Social Media Lead – DFL
Location: Cologne, drugs Germany

Closing date: As soon as filled
Click HERE for more details.
fiba-logo
Competitions Co-ordinator – International Basketball Federation
Location: Munich, Germany
Closing date: 1st November

Click HERE for more details.
FAWaleslogo

Senior Partnership Manager – Football Association of Wales
Location: Newport, UK
Closing Date: 1st November 2016

Click HERE for more details.

London-Irish_1
Marketing & Communications Manager – London Irish Rugby Club
Location: Sunbury-on-Thames, UK
Closing Date: 31st October 2016

Click HERE for more details.

PDCLogo
Marketing Manager – Professional Darts Corporation
Location: London, UK
Closing Date: 19th November

Click HERE for more details.

Manchester City Announce Partnership with Ballr, Live Fantasy Sport App

Manchester City have announced a new regional partnership with mobile fan engagement technology company Ballr, sale which sees the Live Fantasy Sport App become an official partner of Manchester City in China, India, Indonesia, Thailand, Vietnam and Singapore.

Ballr Football, which launches in October 2016, is a free gaming platform that allows fans to connect, compete and communicate during real-time sporting events. 

Commenting on the new partnership, Damian Willoughby, Senior Vice-President of Partnerships, City Football Group, said:

“Our new partnership with Ballr is an exciting opportunity to engage with Manchester City fans in the digital sphere and to offer them further opportunities to connect with the Club. Manchester City is committed to enhancing the fan experience and bringing supporters together. Ballr shares these values with us and we look forward to building this partnership together.”

Sam Jones, CEO of Ballr, who founded the Singapore-based company in 2015, added:

“We are delighted to be announcing a partnership with one of the most exciting teams in the world, Manchester City. Their fan base in Asia is growing rapidly and this is an opportunity for their fans to have an even greater connection with the club.”

Discovery appoint new Managing Director

Discovery Communications has appointed Ralph Rivera to the newly created position of Managing Director, symptoms Eurosport Digital.

He will begin the role on September 26, capsule based in London, and will report to Michael Lang, Executive Vice President of International Development & Digital for Discovery Communications, as well as work closely with Peter Hutton, CEO of Eurosport, and his leadership team. 

Rivera joins from the BBC, where he spent six years as Director, BBC Digital and was responsible for all of the BBC’s digital media services, leading on the implementation and operation of BBC iPlayer as it grew by over 300% and delivering the first truly digital Olympic Games for London 2012, setting a new standard for live sports coverage online. Prior to the BBC, Rivera spent ten years at AOL, most recently as Senior Vice President and Managing Director of Games, where he transformed the division from a loss leader to one of their most profitable media units.

Commenting on the appointment, Lang said, “Recognized as one of the most forward-thinking digital executives in the world, Ralph brings extensive knowledge in the direct-to-consumer space, with a deep understanding of the digital landscape in Europe and a strong reputation for innovation and transformation.His product-centric mind set and technology orientation will help us to grow Eurosport Digital, which is one of Discovery’s top priorities, as we continue our march to making sports and all of our content accessible to viewers across all screens, in a highly meaningful and profitable way.”

Hutton said, “Eurosport is focused on the further acquisition and delivery of locally relevant, premium sports content that will continue to attract more subscribers to the Eurosport Player. We continue to build momentum through the recent acquisition of premium rights such as Wimbledon across Europe and the Bundesliga in Germany. As we plan the enhanced delivery of these acquisitions and take ownership of the Olympic Rings from January 1, 2017, as the official multi-platform broadcast rights holder for Europe through 2024, we look forward to having Ralph as part of the Eurosport team.”


PDC renews deal with Unicorn Darts

Unicorn Darts have agreed a new five-year contract to remain as official dartboard suppliers of the PDC/

Unicorn Darts’ current partnership with the PDC stretches back almost 20 years and will now extend into the next decade as a result of the new deal, which will see Unicorn dartboards continue to be used in all PDC competitions.

Find out more HERE.

Pivot Sport White Paper on European Football in the US

 

Key Learnings


–    Passion for soccer in the US is in constant growth, erectile with 53% of soccer fans declaring an increase in their interest over the last few years.

–    Fans of soccer can be grouped into 3 categories:

       1. Active followers (25.4% of all soccer fans), viagra pills who proactively invest time in searching for information or planning to watch games;

       2. Casual followers, who follow soccer as a part of their general interest in Sports. 42% of US soccer fans fall in this category;

       3. Social followers (33%), who would only watch soccer in a social setting such as a bar or a friend’s house.

– Social environment, and mainly family (43%) and friends (19%) are the main channels of introduction to soccer in the US. However, beginning to practice soccer at school while kids is the second path of entry to this sport, as 23% of fans state.

–  60% of soccer fans have a favourite European soccer club, of which the majority are English (39%), Spanish (33%) or German (15%).

  1. Among the English, preferred clubs are Manchester United, Arsenal or Chelsea FC, and among the Spanish, the most followed clubs are FC Barcelona and Real Madrid CF.
  2. Most of these fans (93%) have traveled to Europe at least once, and state that the key reason to follow European football is the quality of the competition.

–  US soccer fans consider that watching a game is a social event, hence preferring to watch it mostly with friends (71%) or family (26%) and either at home (54%), at the stadium (28%) or at a bar (17%).

–  In terms of devices used for following soccer, laptops (used by 61% of fans) and mobile devices (48%) are the most used media after TV (89%).

–  A significant amount (42%) of soccer fans use social networks to follow their favorite sport, Facebook being the most used platform (71%) and followed by Twitter (47%) and Instagram (29%).

– Fans use player-specific accounts (on social networks) or generalist sports media to follow soccer online, and typically search for game highlights and live games, followed by news about specific players.

 

The Average Sports Fan

in the US

 

The general fan of sports in the US is typically an adult male, under 45 years old, who earns over $50K per year. Geographic distribution is relatively even across the country.


Gender Split    Region data

 Age Split   Household income

 

Behavior Towards Football

 

One-third of US citizens who enjoy football engage with this sport mostly in social settings, whilst 25% consider themselves “Active followers”. The majority (42%) would self-classify in the “Casual Followers” group.


Behaviour pic

 

Read the full white paper HERE