@SirAF @Gazza Our discussion yesterday regarding the marketability of Pogba and how we'll profit from it intrigued me a little. I had a little time last night and brushed through the first few pages of our financial report from last year to delve a little deeper into it.
I guess we can discount the matchday and the broadcast revenue streams. We have had one of the highest match day attendances in the PL for years and Pogba's swag won't make people buy extra prawn sandwiches. The Broadcast revenue is also fixed. Pogba can help us get into the CL and increase it for the year 2017-2018, but so can another player. He won't dance on MUTV to help the club get more subscriptions.
That leaves the commercial revenue stream where he can have the most impact. Our commercial revenue for the financial year 14-15 was ~
£196m. Of which the sponsorship revenue was
£154m, a 14% increase from last year and almost 3 times from 2010-2011 season (I mentioned that because this is a period after marketing dream Ronaldo was long gone).
This £154m sponsorship revenue consisted of £47.5 from Chevy (shirt sponsor), ~£4m from AON as our affinity insurance partner, some £89.2 from other Global & regional sponsors, and the rest from training ground and training shirt sponsorship. Most of these sponsorship deals are tied for 3-7 years.
The rest ~42m comes from merchandising, apparel, product licensing, mobile & content revenue etc.
Either I failed to notice it or I am a bit slow, but how will getting Pogba, one of the most marketable players on the planet, majorly help us increase these revenue streams. He is French, so he is not going to open a market for us that we haven't already tapped. He'll have some positive affect on the merchandising, apparel & product licensing revenue; though will it big enough to offset some of the cost from his fees and wages? When we sell sponsorship deals, we negotiate the rights in respects to the player and manager imagery. Won't we have to pay Pogba extra for the rights our sponsors will get on already negotiated deals?
Isn't his 'swag' much more beneficial to brand Pogba in order to secure sponsorship deals for himself than it'll be for United? Uniited's marketability is helped by our success on the pitch; which Pogba may or may not help us achieve. However, the numbers some people talk about, £20m or £30m, that he'll help generate yearly because of his image are pure nonsense, imo.
Having said all that, I am the uninitiated on the topic, and stand to be corrected.