2011/12 was a year to remember for Napoli fans. Not only did the club win the Coppa Italia, their first trophy for more than 20 years, but the Azzuri made a debut appearance in the UEFA Champions League, where they surprised many by qualifying from their group at the expense of Manchester City, before losing to eventual winners Chelsea in the last 16. This success saw Napoli move up five places in the Money League to 15th, with total revenues growing €33.5m (29%) to €148.4m (£120.1m).
A €27.8m (48%) increase in broadcast revenues to €85.8m (£69.5m) was the largest contributor to Napoli’s climb up the Money League. This was primarily a result of the increased UEFA central distributions received for competing in the Champions League, up to €27.7m from the €2.3m received in 2010/11. As with other Italian clubs, Napoli relies heavily on this source, which represented 58% of total revenue in 2011/12.
Hosting matches against the likes of Bayern Munich, Chelsea and Manchester City at the Stadio San Paolo helped matchday revenues grow €2.6m (12%) to €24.6m (£19.9m). Despite attendances regularly exceeding 35,000, this source represented only 16% of total revenues, with the ability to generate significant matchday and commercial revenue limited whilst playing in a municipal stadium.
Commercial revenue rose €3.1m (9%) to €38m (£30.7m) as Napoli benefitted from the dual-shirt sponsorship between long-term shirt sponsor Lete and new joint-sponsor MSC Cruises.
A fifth place Serie A finish in 2011/12 meant that Napoli missed out on Champions League football in 2012/13.
Whilst progression from the group stages of the Europa League will generate some revenue, the shortfall from a lack of top-level European football, particularly for a club so dependent on broadcast revenue, may see Napoli drop out of the Money League top 20 in next year’s edition.
Il Napoli ha visto aumentare il proprio fatturato, fino ad entrare nelle prime 20 squadre europee: Il calcio europeo d’élite si conferma anti-ciclico e continua a crescere a dispetto della recessione economica. Al grande ballo partecipano pure le italiane, ma devono accontentarsi delle retrovie. È la fotografia scattata da Deloitte nell’annuale rapporto Football Money League dei 20 club più ricchi al mondo, basato sui bilanci della stagione scorsa. Le prime sei posizioni in termini di fatturato non cambiano, con Real Madrid, Barcellona, Manchester United, Bayern, Chelsea e Arsenal tutte col segno più davanti. Per trovare un’italiana bisogna scendere all’ottavo posto: è il Milan, che si conferma leader nel nostro Paese ma è scalzato dai «nuovi ricchi» del Manchester City. La Juventus scudettata rientra nella top ten facendo staffetta con l’Inter mentre il Napoli, in costante ascesa, si inerpica fino al quindicesimo gradino. In Italia, si sa, le squadre dipendono troppo dalle tv e non sfruttano altre fonti di ricchezza. Il Milan, a dire il vero, vanta ottimi risultati commerciali (96,8 milioni, il 38% del fatturato) e la Juve si gode lo stadio di proprietà (ricavi quasi triplicati), ma non basta. In caduta Inter e Roma, sale il Napoli grazie ai quasi 30 milioni della Champions. Complessivamente le 5 grandi italiane sono cresciute del 5%: la metà rispetto alla media delle top 20.
