London (CNN) — Not only are Manchester United’s fortunes sliding on the pitch, their fortune could also be dwindling off it.
Despite seeing a rise in revenue to $574 million, for the first time in 17 years they can no longer count themselves among the top three richest football clubs in the world.
For an organization that once spent eight years on top of the annual money table — compiled by business advisory firm Deloitte — it represents a financial blow for one of soccer’s most decorated clubs.
Spanish giants Real Madrid came top for a record ninth consecutive year — despite winning no silverware last season — with a total revenue of $702 million, $47 million ahead of domestic rivals Barcelona in second.
Combined revenue for the top 20 clubs — of all whom play in Europe — was up 8% to $7.3 billion.
German champions Bayern Munich, who also won the European Champions League, have usurped Manchester United, who have also seen their share price plummet since long-standing manager Alex Ferguson left at the end of last season.
The Scot delivered an unprecedented 13 English Premier League titles and two European Champions League crowns during his near 27-year reign, but under new manager David Moyes the team has struggled.
They currently sit seventh in the table, 14 points behind leaders Arsenal, and were knocked out of the FA Cup — England’s premier cup competition — by Swansea and the League Cup by Sunderland.
They have qualified for the knockout phase of the Champions League though, facing Greek side Olympiakos in the last 16.
Their performances have seen confidence on the stock market evaporate, the club’s share price having fallen 16% since Moyes took over, wiping an estimated $500 million off their value.
But with a raft of commercial deals having been secured in recent seasons — the club even having official partners in the noodle and paint sectors — Deloitte’s Austin Houlihan says the club can bounce back next year.
Whilst Manchester United drop one place in the Money League, a number of the club’s recent commercial deals will boost revenue in 2013/14, so this fall to fourth place may only be temporary, he said.
These deals, combined with the impact of the improved three year Premier League broadcast deals from 2013/14, mean they are likely to get close to the €500 million ($677 million) revenue mark in next year’s Money League.
Beyond 2013/14, consistent qualification for the Champions League is key in United challenging to regain top spot in the Money League, a position it last held in 2003/04.
In contrast to Manchester United, the financial juggernaut that is Real Madrid shows no signs of slowing.
They have consistently been beaten to the Spanish league title by Barcelona in recent years and are without a Champions League triumph for over a decade, but Real have topped the rich list for a record ninth consecutive year.
Their revenue was up $8.5 million on last year, underpinned by a 4% rise in commercial revenue to $286.7 million, and 3% in broadcast revenue to $255.1 million.
Dan Jones from Deloitte said: Despite tough economic conditions, particularly within Spain, the club’s ability to generate substantial commercial revenue both domestically and internationally is central to their success.
This helped widen the gap to their nearest rivals in the Money League, FC Barcelona, to $48.7 million.
Both Spanish clubs enjoy substantial revenue from individually negotiated broadcast deals, which is key in contributing to their overall revenue advantage over their European peers.
Bayern’s place in the top three reflects their all-conquering performance on the pitch. The Bavarians won five trophies in 2013, adding the UEFA Supercup and the FIFA Club World Cup to their two domestic trophies, and their Champions League triumph in 12 years.
Helped by a record Bundesliga broadcast deal, Bayern recorded a 17% growth in revenue to hit $585 million.
The highest climbers in the list are French champions Paris Saint-Germain, who nudged their way into the top five after almost quadrupling their revenue since the 20120/11 season.
They also recorded the highest ever single revenue source with a commercial revenue of $345 million. PSG, with Sweden star Zlatan Ibrahimovic in their ranks, were taken over by the Qatari Investment Authority in 2011.
PSG are the country’s sole representative in this year’s top 20. We expect to see them become a mainstay in the top five in years to come, backed by their ambitious Qatari owners and strong commercial support, Houlihan added.
The high-profile signing of David Beckham in the second half of the 2012/13 season only served to enhance the club’s worldwide profile.
Importantly, commercial success off the pitch is translating into improved on-pitch performance for the club, including winning their first French title in 19 years.
Elsewhere, Manchester City — owned by Sheikh Mansour bin Zayed al Nahyan from Abu Dhabi — have overhauled fellow English clubs Arsenal and Chelsea to be ranked sixth in the list, while Liverpool dropped out of the top ten for the first time since 1999/2000.
Liverpool are five-time European champions but haven’t qualified for the continent’s most lucrative club competition since 2009. Despite that, they saw revenue grow by 9% and might shoot up the list next season thanks to a record TV deal for English clubs.
Turkish clubs Galatasaray and Fenerbahce force their way into the rich list, making it the first time since 2005/06 that two clubs outside the recognized big five league in Europe — Spain, Italy, Germany, England and France — have appeared in the top 20.
