ekstraklasa piłkarskiego biznesu 2015 polish football business

Transcription

polish
ekstraklasa
football
piłkarskiego
business
biznesu
report 2015
2015
table of contents
3
A. Introduction
7
B. Ekstraklasa as a company
15
C. Ekstraklasa as a league
27
D. Ekstraklasa as a business
61
E. Ekstraklasa clubs
135
F. Appendix
153
G. Authors of the report
introduction
4
Bogusław Biszof, President of Ekstraklasa S.A. 5
Krzysztof Sachs, Partner at EY
Bogusław Biszof
President of Ekstraklasa S.A. from
1 Sep. 2012 to 30 June 2015
T
he previous season was
a season of stable growth
for Ekstraklasa and its clubs.
The number of spectators
at the stadiums during the season
increased to 2.5 million, which is
a record in the 10 years of Ekstraklasa.
We already know that the main revenue
from the media rights in the upcoming
years will be higher by tens of millions
of zloty.
In the previous year, we worked hard
to increase the value of the Ekstraklasa
brand. The year brought measurable
effects. It seems that in the upcoming
fiscal year the revenue of Ekstraklasa
S.A. will increase by tens of millions of
zloty in comparison with the previous
season. It is worth mentioning that
approximately 95% of revenue of
Ekstraklasa S.A. coming from the sales
of media and marketing rights adds to
the budget of the shareholders of the
company, namely the Ekstraklasa clubs
and the Polish Football Association.
Generating high revenue is, next to
inseason management, one of the
main targets of the company.
The 2014/2015 season will be
remembered as the first one during
which the sponsor pyramid of
Ekstraklasa was fully covered: from
the naming rights sponsor, through
the Strategic Parter, official partners
to suppliers and licensees. Hundreds of
sponsors at the club level contributed
to investment in Polish football at the
highest level.
During the previous season we saw
the innovative games system ESA37
4 | P O LI S H FO OT BA LL B U S I N E SS R E P O R T 2015
at work. Once again, we witnessed
unforgettable emotions on the
field. It was even more interesting
than in the previous years because
in the last round the Champion, the
Vicechampion and two relegated
clubs. The fans witnessed a lot of
goals, namely 90, which is also a record
number of goals in the history of
Ekstraklasa.
were some obstacles and some notalways -pleasant surprises. However,
thanks to titanic work of the whole
team of the company and the clubs, it
was possible to achieve the following
in three years: a new, more attractive
formula of games and an increased
profit from sales of media rights by
tens of millions of zloty with a contract
valid to 2021.
Ekstraklasa was greatly honoured
during the General Assembly of EPFL
(European Professional Football
Leagues) in March 2015. The hard
work of Ekstraklasa to professionalize
the management of the league was
recognized and Poland will organize
the next General Assembly of EPFL
in October 2015. 31 presidents of
European leagues, all affiliated in the
EPFL, will take part in the meeting.
I can’t wait for the new season to start.
One thing is certain: there will be a lot
of emotions throughout the next nine
months and a lot of things to discuss in
the next 12 months.
The 2014/2015 season was full
of jubilees. Apart from the 10th
anniversary of Ekstraklasa S.A.,
Ekstraklasa Live Park, the subsidiary
company of Ekstraklasa S.A.,
launched its 1000th broadcast. It’s
a thousand of broadcasts at the
highest level, appreciated in Europe by
the presidents of the English Premier
League or the German Bundesliga. It is
worth mentioning that the Ekstraklasa
Live Park Team travelled 330 000
kilometres in the last 4 years. This
means that they could circle the Earth
eight times.
The 2014/2015 season was also
special for me, because after 3 years,
I finished my exciting adventure with
Ekstraklasa. At the beginning, there
Krzysztof Sachs
Partner at EY
F
or the seventh time we present
to you the “Polish Football
Business Report”. As always, we
want to answer the following
questions: how good was the season?
What new elements were introduced to
football from the business perspective?
In the case of Ekstraklasa, one thing
is certain - this is a league full of
surprises, not only as far as sport is
concerned. Also this year, business
rankings brought a result that was not
expected by many. Just as in football
games, after years of domination by
Legia, the team of Lech became the
winner. It turns out clearly that the
highest revenue and payroll budget do
not guarantee victory neither on the
field nor in financial reports. Lech won
the sports effectiveness and finance
classification and lost to Legia only in
the marketing-media ranking, where
Legia has been dominating for years.
When it comes to finance, apart from
the highest revenues that will probably
always be the domain of the club from
Warsaw, it is also important to balance
the sources of revenue, debt level
and current liquidity. Lech dominated
this category in 2014. Previously,, the
club from Warsaw built its financial
empire with a lot of momentum and
publicity. At the same time “Kolejorz”
focused on organic work and maybe
not-so-spectacular but consequent
construction of a strong and healthy
club. Of course, it is very good that
Ekstraklasa has a club whose revenue
exceeds 100 million every year, but
it is even better that a team that has
a 50% smaller financial potential fights
against the leader as an equal. And
wins! Let me repeat it once again:
thanks to this, “the league will be even
more interesting”.
But Ekstraklasa is not only about
Lech and Legia. Clubs from bigbusiness regio ns that have modern
stadiums should have a secured place
amongst the top clubs. Among those
clubs, it is Lechia Gdańsk that draws
most attention. The new owners of
Lechia seem to have unlimited funds
for transfers, at least as for Polish
circumstances. Although the process
of building a dream team started at
the beginning of 2015, the satisfactory
sports results come with time. Anyway,
it has to be admitted that the team
from Gdańsk is on the rise. The only
question that remains is whether the
owners of Lechia will have enough
determination to build a strong team
at the cost of expenses which are not
entirely covered by the revenue. In the
past, such policy almost always ended
with trouble and financial problems.
I hope that Lechia will be a different
case.
The biggest surprise of 2014/2015
cannot be forgotten: Jagiellonia
Białystok was great not only on the
field. The fifth place in the financial
ranking clearly shows that there is
a club in Białystok built on a solid
financial base. A proof of that is the
increasing number of spectators at
the recently-built, multi-functional
stadium. We can see stagnation when
we look at the financial results of the
league as a whole. The total revenue
of Ekstraklasa clubs decreased a bit
from PLN 458.7 m to PLN 454 m. This
can be easily explained with Zagłębie
Lubin relegated from the league.
The promotion of clubs from Łęczna
and Bełchatów was not enough to
balance the lack of high revenue of
the “Copper” team. Even if we were
to dismiss the “Zagłębie effect”,
the total revenue of Ekstraklasa
clubs would increase only slightly.
Unfortunately, many clubs have more
and more problems with attracting
new sponsors. It is obvious that the
trend to promote companies with sport
that was visible during EURO 2012 is
currently on the decline. At the same
time, the match day revenue does
not increase. The most important
challenge now is to increase the level
of attendance during matches that
stopped a couple of years ago and did
not change since then. The increase
of revenue resulting from transfers is,
however, a positive information. This is
one of the effects of reaching a senior
age and even better trained youth. Two
or four million Euro for a young Polish
player is not the limit anymore. It has
become something usual.
Another reason of satisfaction is the
increase of TV broadcast rights value.
This is one of the most objective
arguments for the business popularity
of the Polish league. An increase in the
value of media rights by tens of percent
is a big success of our colleagues
from Ekstraklasa S.A. A success that
comes at a very special moment
- the company celebrates its 10th
anniversary. We wish you all the best!
P O LI S H FO OT BA LL B U S I N E SS R E P O R T 2015 | 5
ekstraklasa
as a company
8
Information about Ekstraklasa S.A.
and its most important tasks
EKSTRAKLASA
as a company
Ekstraklasa S.A. is a joint stock company founded on the 14th
of June 2005 as a result of an agreement between the Polish
Football Association and football clubs participating in the
games of the former First Division. On the 12th of August 2005,
Ekstraklasa S.A. signed a contract with the Polish Football
Association on managing the professional league, stipulating
the division of tasks in terms of managing the top football
league in Poland. The company started to manage Ekstraklasa
games on the 18th of November 2005. It was when the
professional league in Poland actually started.
Apart from Ekstraklasa games, the company has managed
in its history also other football games: The Ekstraklasa
Championship (2006-2009, championship for Ekstraklasa
teams) Young Ekstraklasa (2007-2013; youth
games for Ekstraklasa teams) and, since
2006, the Supercup game. As a result of the
EKSTRAKLASA
agreement between Ekstraklasa S.A. and the
S.A. has managed
Polish Football Association, the organisation
of this game has been taken over by the Polish
the top football
Football Association.
league in Poland
since
November 2005 r.
Nov 18
Structure and shareholders of the
company
The managing body of Ekstraklasa S.A.
is the General Meeting of Shareholders,
convened at least once a year by the Board
of the company. There are 17 shareholders, as
16 Ekstraklasa clubs and the Polish Football Association take
part in the meeting. During the Meeting, the Supervisory
Board, that is changed eachyear, is elected. The Supervisory
Board of Ekstraklasa S.A. consists of 7 members:
4 representatives of the best clubs from the previous
season (one representative per club), 2 representatives
chosen from among themselves by 12 remaining clubs
and 1 representative of the Polish Football Association.
The supervisory board elects the President and
Vicepresident of the board.
One of the powers of the Supervisory Board is the election
of a permanent Board. From September 2012 to the end
What is the role of the
League Committee??
The League Committee
is a disciplinary organ
of Ekstraklasa S.A. It
deals with current issues
concerning games (red
cards, fouls not seen by
the referees, behaviour
of supporters) and
other is sues concerning
only Ekstraklasa clubs,
like transfer disputes.
The decision of the
League Committee can
be appealed before
the Supreme Appeal
Committee of the Polish
General Meeting of Shareholders
16
5.8%
Polish Football
Association
clubs
of the shares each
7.2%
of the shares
Supervisory Board
4
representatives
of best clubs
from the
previous year
representatives
chosen from 12
remaining clubs
1
representative
Polish Football
Association
Management
Competition
Department
Marketing
and Sales
Department
Communication
Department
Financial
Department
Board Office
Structure and shareholders of the company
of June 2015, the board consisted
of Bogusław Biszof (President of
the Board) and Marcin Animucki
(Vicepresident of the Board). Since July
2015, the Board of Ekstraklasa S.A.
consists of Dariusz Marzec (President
of the Board) and Marcin Animucki
(Vicepresident of the Board).
Ekstraklasa S.A. consists of
5 functional teams-departments:
Competition, Games, Marketing and
Sales, Communication, Finances and
Offices of the Company.
An independent disciplinary organ
of Ekstraklasa S.A. is the League
Committee. The Committee is elected
for 2 years by the Supervisory Board
of Ekstraklasa S.A, so it represents
all Ekstraklasa clubs and the Polish
Football Association. In the 2014/2015
season the committee consisted
of 7 commissioners, including
the President, Vicepresident and
Secretary. The League Committee
rules all cases concerning Ekstraklasa
games in the first instance.
Ekstraklasa S.A. is the owner of
EKSTRAKLASA LIVE PARK company,
that has produced TV broadcast for all
matches of Ekstraklasa since 2011.
Goals and tasks of
Ekstraklasa S.A.
The development of Ekstraklasa games
through promotion of the league
and increasing interest in it are the
main statutory goals of the company.
Moreover, the company tries to
maximize the revenue for clubs taking
part in the games of the professional
league.
Most important
tasks of
Ekstraklasa S.A.:
1. In-season
management
2. Sales of media
rights
3. Sales of
centralized
marketing rights
The most important goal of
Ekstraklasa S.A. in-season
management, as well as selling media
and centralized marketing rights. The
company was established to organize
Ekstraklasa games efficiently, increase
their reach and popularity and, at
the same time, react to the market
situation by offering centralized media
and marketing rights.
SAFETY
Cooperation with the
Police, Permanent
Experts Group at the
Ministry of Internal
Affairs,
cooperation with
PWPW, changes
in law
INTERNATIONAL
COOPERATION
EPFL - European
Association of
Professional Leagues,
UEFA, FIFA, Committee
European
MATCHDAYS'
LOGISTICS
DISCIPLINARY
ISSUES
including support for
the League Committee
COOPERATION
WITH THE
POLISH FOOTBALL
ASSOCIATION
Referees Committee,
license issues and other
related to
current games
In-season
management
Rules and regulations,
schedule, rights, analysis
of the referees' match
reports, reports of
delegates
In-season management structure
Ad. 1. In-season management
The Competition Department at
Ekstraklasa S.A. is responsible for
in-season management.
The team is responsible for the rules
and regulations of the game, as well
as for the time schedule (prior to the
season) and issues resulting directly
from the games, like: setting schedule
or the analysis of matches on the basis
of reports from referees of Ekstraklasa,
evaluating delegates' reports
-among others - at the level of games
organisation. This team guarantees
administrative support to the League
Committee.
What rights does Ekstraklasa S.A.
manage? ?
On behalf of the clubs of the top division, Ekstraklasa S.A. distributes
centralized media and marketing rights. In 2005, the year the
company has been founded, Ekstraklasa S.A. took over the contracts
that had been negotiated by the Polish Football Association.
This applied to the TV contract with CANAL+ Cyfrowy (until the end
of the 2007/2008 season), as well as the contract with the naming
rights sponsor of the games - Orange (until the end of the season
2008/2009). In 2008 the company conducted its first independent
TV rights tender, and in 2011 it signed its first own contract with the
naming rights sponsor, namely T-Mobile. In May 2013 the company
signed another contract with T-Mobile for the seasons 2013/2013 and
2014/2015.
Constant safety monitoring,
cooperation with the Police
Headquarters and taking part in
the activities of the Permanent
Experts Group at the Ministry of
Internal Affairs is strictly related to
in-season management. Competition
Department also works closely with
the Polish Football Association and
the European Professional Football
League, of which Ekstraklasa S.A.
is a member.
Ad. 2. Sales of media rights
A. Television
The biggest package of media rights
offered by Ekstraklasa S.A. is, of
course, the TV rights package. These
are the most valued rights and they are
the biggest source of revenue. The
same is true of other professional
leagues in Europe and all over the
world. The basic package of media
rights distributed by Ekstraklasa S.A. is
the package for pay TV across Poland.
It includes the right to live broadcasts
for all matches of a season, that is 296
THE EKSTRAKLASA
BRAND
Brand exposure in all
other areas, brand
positioning
MEDIA RIGHTS
DISTRIBUTION
Digital rights, archive
rights
TV RIGHTS
DISTRIBUTION
Direct competence
of the Board of
the company
Sales and
marketing
MARKETING RIGHTS
DISTRIBUTION
Relations with sponsors
and partners,
sponsorship offers
Structure of sales and marketing
matches for the 2013/2014 season.
The package gives the possibility
to a sublicense: to transfer a part of
the rights to live match broadcast to
other entities. The package of the
so-called open TV, with free access,
is also an important package. Both
above-mentioned packages make it
possible to use highlights of the games
in TV programmes. The separately
distributed news access package gives
an independent right to undertake
such actions. The owner of this
package can use highlights of all games
in news services. However, Ekstraklasa
games cannot be broadcast live. Other
rules apply to broadcasting Ekstraklasa
games outside of Poland. Ekstraklasa
S.A. offers the international rights
package that guarantees flexibility
to the purchaser when it comes
to licensing further distribution of
Ekstraklasa games broadcast.
B. Other rights
Apart from media rights, Ekstraklasa
S.A. offers rights to show matches
or highlights with other media.
This concerns, first of all, the
distribution of content on the Internet
exclusively in Poland.
The owner of digital rights provides
the possibility to watch highlights of
all matches of Ekstraklasa via Internet
and the mobile application. The most
important professional leagues
in Europe also distribute broader
rights, e.g. for radio broadcasters
or photographers working during
matches. This is an area that will
certainly be managed by Ekstraklasa
in the future as well.
All
296
matches of Ekstraklasa
in the 2014/2015 season
were broadcast live on
TV. This will continue.
The structure of revenue
of Ekstraklasa S.A. in the
2014/2015 season
20%
Marketing rights
80%
Ad. 3. Sales of centralized
marketing rights
Marketing rights offered by Ekstraklasa
S.A. are based on marketing surfaces
made available by all Ekstraklasa clubs.
The biggest marketing package offered
by Ekstraklasa S.A. is the Naming
Rights Sponsor Package. The owner
of this package receives the right to
place the name of his product or brand
next to the official name of the games
for a certain period of time. The logo
of the brand is integrated with the
graphic symbol of the games.
The package guarantees the Sponsor
wide presence during matches at all
stadiums of Ekstraklasa: a place on
shirts of all clubs, a place on banners
surrounding the field (static and
electronic), an advertisement in
the centre area of the field and a 3D
advertisement behind each goal,
as well as a place on TV-interview
background. Thanks to broad TV
broadcast reach in Poland and abroad,
those elements get great exposure.
Due to large interest in premium-class
football, the name of the league with
the additional name of the brand of
the naming rights sponsor appears in
Media rights
Structure of expenditure
of Ekstraklasa S.A. in the
2014/2015 season
1.7%
86.8%
marketing costs
payments for clubs
TV press, radio and Internet materials
related to Ekstraklasa.
Official Sponsor Package is another
package offered by Ekstraklasa.
It encompasses broad stadium
presence, including a place on shirts
of all Ekstraklasa clubs and the
right to use the name of the Official
Sponsor of Ekstraklasa in all marketing
communication channels used by the
sponsor.
Additionally, the sponsor pyramid
of Ekstraklasa S.A. offers the titles
of partner, supplier and licensee.
The Official Ball Supplier is an
important partner. The main task
of the supplier is the design and
production of the official ball of the
games. The supplier is responsible for
the promotion of the official ball and
its wide distribution through retail
sale. The newest offer of the company
is the Official Partner package. The
partner has the right to use, as a part
of its marketing communication, the
title and logo of the Official Partner
of Ekstraklasa. Since the 2013/2014
season the Official Partner has had the
right to combine his logo with those of
the 16 Ekstraklasa clubs.
4.3%
3.7%
3.5%
commission for the Polish
Football Association
company costs
deductible expenses
Financial situation of
Ekstraklasa S.A.
The main source of revenue
forEkstraklasa S.A., like in the case
of other football leagues, are media
rights. They constitute 4/5 of the total
revenue of the company. The second
most important source of revenue
aremarketing rights, mainly those
resulting from the contract with the
Naming Rights Sponsor of the games.
Almost 90% of expenditure are
paychecks for the clubs of Ekstraklasa.
Those are paid on the basis of
contracts signed with each club that
joins Ekstraklasa and according to
a remuneration schedule. Almost 5%
of expenditure are payments for the
Polish Football Association (referee,
delegate and observer fees, as well as
salaries of youth team coaches).
EKSTRAKLASA MATCHES
The division of competences
between Ekstraklasa S.A.
and the Polish Football
Association
One of the most important points
of in-season management is setting
match schedule. Prior to each season,
Ekstraklasa S.A. publishes a frame
schedule. At least 30 days before
a match, detailed dates of the games
are set in consultation with the
licensee of media rights. Ekstraklasa
S.A. is responsible for certifying the
players to play in the top division: the
largest number of players is granted
certification in transfer windows
(July, 1- August, 31 and in February).
The League Committee deals with
disciplinary issues concerning
Ekstraklasa clubs or the league itself
(the appeal institution for the verdict
of the League Committee is the
Supreme Appeal Committee of the
Polish Football Association). Issues
concerning stadium safety regulations,
appointing and evaluating referees/
observers during Ekstraklasa matches,
as well as granting licenses for playing
in Ekstraklasa is a competence of the
Polish Football Association.
Ekstraklasa S.A. manages centralized
media and marketing rights of the
football league on behalf of the clubs.
Similar rights to the national teams and
the Polish Cup games are distributed
by the Polish Football Association.
The federation deals also with training
matters, resolves disputes at the
national level and represent Poland in
international relations where UEFA or
FIFA are involved.
Polish Football Association
EKSTRAKLASA S.A.
Schedule
NO
YES
Registration of players
NO
YES
Disciplinary issues in the first instance
NO
YES
Safety
YES
NO
Referees
YES
NO
Licenses
YES
NO
Polish Football Association
EKSTRAKLASA S.A.
Ekstraklasa
NO
YES
National teams
YES
NO
Polish Cup
YES
NO
Training
YES
NO
Disputes (transfers between clubs from
different divisions, arbitration court)
YES
NO
International affairs (FIFA, UEFA)
YES
NO
MEDIA AND MARKETING RIGHTS
OTHER:
The division of competences between Ekstraklasa S.A. and The Polish Football Association.
C
C
ekstraklasa
as a league
16
EKSTRAKLASA as a league
24
Licensing System
EKSTRAKLASA
as a league
In the 2014/2015 season Ekstraklasa played 37 rounds.
The so-called ESA 37 format did not undergo any significant
changes in comparison to the first season, apart from a slight
modification in the order of matches played in the final phase.
296 matches were played: 240 in the main phase and 56 in the
final phase.
296
240
56
matches
in the main phase
in the final phase
The 2014/2015 season was the longest season in the
history of professional leagues in Poland. It started on
the 18th of July 2014 and ended on the 7th of June 2015
with a winter break of 9 weeks. All this allowed to increase
the time of games to 8.5 months - the European standard
period.
16 teams took part in the games. The same number of
teams will play in the 2015/2016 season- the General
Assembly of delegates of the Polish Football Association
did not introduce any changes to the existing provisions,
which, as a result of the Statuteof the Polish Football
Association, indirectly impose a certain number of teams
on he league.
In the ESA 37 formula, the season is divided into the main
and the final phasess. The former does not differ from
the rules prior to the 1st of July 2013. The teams played
30 rounds in the match-rematch system. After the end of
this phase, the league is divided into two groups (A and B),
8 teams each, based on the results from the main phase.
The collected points were rounded in divided by two (and
rounded the case of dividing odd
numbers). The final phase started
two weeks after the end of the main
phase.
• The 2014/2015 season
was the longest season
in the history of
professional leagues
in Poland. It started
on the 18th of July
2014 and ended on
the 7th of June 2015
with a winter break
of 9 weeks. All this
allowed to increase
the time of games
to 8.5 months - the
European standard
period.
In this additional phase, the clubs
played 7 matches each: with each
opponent from the group one time.
The place in the table from the first
period of the season influenced the
number of home matches played. In
the case of scoring the same number
of points in the whole season, the
final place was influenced by: the
number of collected points in the
main phase and then the results of
direct matches played in the main
phase. The order of matches played in
the final phase was also changed.
30
the teams played 30 rounds
in a match-rematch
system
9 days
the final phase started 9 days after
the end of the main phase
III MIEJSCE
WICEMISTRZ
POLSKI
2013-2014
MISTRZ
POLSKI
2013-2014
2013-2014
After the 30th round the
points are divided by two
Team
MAIN PHASE
FINAL PHASE
57
29
40
20
Team
EXAMPLE
Final phase:
7 rounds
a
Each team plays against
each opponent from its
group only once.
Group A
CLUB
POINTS
b
PLAYED
GOALS
w
D
L
37
67-33
19
13
5
1.
Lech Poznań
2.
Legia Warszawa
43
42
37
64-33
21
7
9
3.
Jagiellonia Białystok
41
37
59-44
19
8
10
4.
Śląsk Wrocław
37
50-43
15
13
9
5.
Lechia Gdańsk
37
45-47
13
10
14
6.
Wisła Kraków
37
56-48
12
13
12
7.
Górnik Zabrze
37
50-60
12
11
14
8.
Pogoń Szczecin
35
29
28
26
22
37
45-52
11
9
17
PLAYED
GOALS
W
D
L
37
50-44
15
9
13
37
44-46
12
10
15
Group B
CLUB
POINTS
9.
Cracovia
10.
Ruch Chorzów
36
30
11.
Korona Kielce
28
37
44-55
12
11
14
12.
Piast Gliwice
28
37
50-56
13
8
16
13.
Podbeskidzie
Bielsko-Biała
27
37
47-60
12
10
15
14.
Górnik Łęczna
37
39-46
11
11
15
15.
Zawisza Bydgoszcz
37
45-63
10
8
19
16.
PGE GKS Bełchatów
27
24
21
37
35-60
9
9
19
according to experts, when Miroslav
What will we remember after this
Radovic left the club and went to Chiseason? The fact that Lech Poznań,
na just before the game against Ajax
which in the opinion of experts was
Amsterdam. The team deprived of its
not the prime candidate to win, won
leaderwas not able to play as they did
the championship. Uneven perforin the first half of the season. Even
mance of Zawisza Bydgoszcz which,
winning the Polish Cup in a game
after the disastrous first half of the
against Lech at the National Stadium
season, reported record victories in
(2:1) did not improve the situation
the spring, but didn't manage to stay
whatsoever. The atmosphere in Biain Ekstraklasa. The attitude of Legia
łystok was completely differentthan
which was on a par with “Kolejorz”
in Warsaw. For the first time in its
and later fell behind it as a result
95-year history, Jagiellonia had a poof poor performance in the spring.
dium finish. Despite therumours that
Jagiellonia deserves respect. It was
“Jaga”will be only struggling to avoid
the best league season in the history
of the club with the first bronze medal being ranked in the last eight, the appetite was growing during the season
as the crowning of the season. A total
to play in the Europeof 790 goals were
an cup. Bartłomiej
scored on the fields
Drągowski, a young
of Ekstraklasa which
• The season in which
goalkeeper, very
resulted in a very
Jagiellonia celebrated
quickly won a place
good European
its 95 anniversary
in the team - a veriaverage: almost 2.67
was full of important
tablediscovery of the
goals per match.
events. In October
season. Michał PazFor the first time in
2014 the new stadium
-dan had also a very
5 years, the team
in Białystok was put
good year and Michał
from Poznań won the
Probierz managed to
championship in the
into operation, and
create an ambitious
season 2014/2015.
in June the players
team with great comLech chased Legia
received bronze
munication skills out
Warszawa for a very
medals in the Polish
of players who were
long time. At one
Championship.
not desired by other
point, Legia Warclubs. Śląsk Wrocław
szawa had a 9-point
was ranked 4th.
advantage over its
Despite the loss of the leader of the
chief rival.
team (Sebastian Mila, transferred to
The 9th of May 2015 was a decisive
moment because it was in the 31st ro- Gdańsk in the winter), it managed
to qualify, quite surprisingly, to the
und that Lech won in Warsaw 2:1 and
European cups. All 4 clubs mentioned
reached the top of the league table.
above repre-sent Poland in the UEFA
It did not lose that rank until the end
tournaments that started at the very
of the season.
beginning of July. On the basis of
The key to success was the lowest
the UEFA ranking (with Poland being
number of defeats (only 5), what
ranked 19th out of 53 federations),
despite the fact that Lech, along with
the clubs from Poland have one place
two other teams, had the biggest
in the UEFA Champions League eliminumber of draws (13), secured the
nations and three places in the UEFA
final success. Lech scored the biggest
Europa League eliminations, out of
number of goals (67) and the midfield
player Kasper Hamalainen who scored which two are reserved for medallists
of Ekstraklasa and one for the winner
one goal more than all remaining
of the Polish Cup. Due to a change in
attackers of Lech together, became
the game system of the UEFA Europa
the top scorer (13 goals).
League, the vice-champion and the
The title of the vice-champion was
bronze medallist start the UEFA tourvery unsatisfying for the team from
naments with the first qualifi-cation
Warsaw because no-one expected
such a turn of events at the beginning. round. The division of points after
Legia was the leader in autumn games the end of the main phase did not
and played great matches in the UEFA influence the final result of the battle
for the title of the Polish Champion,
games, crowned by qualifying to the
but it had a tremendous effect on the
round of 16 of the Europa League.
attractiveness of the games. The batThe breakthrough moment was,
790
the number of goals scored
in the 2014/2015 season
on the fields of Ekstraklasa
22
from free kicks
56
from penalty kicks
20
own goals
2.67
goals per match - the best
average of goals since
2006
GROUP A
1
2
3
4
10 11
12
4
home
matches
GROUP B
9
3
away matches
tle for the title
of the champion
Only 20 Ekstraklasa
lasted to the very
matches of the 2014/2015
last round, and
season ended with
similar emotions
a 0:0 draw (6.7% of all
were present in
matches). Four or more
the relegation
goals were scored in
zone. The season
78 matches (over 26%!)
showed also
that there were
no meaninglessmatch: a deNumber of
Player
feat meant a change in the final table.
goals
The teams played to the very end and
Kamil Wilczek
20
the supporters could not complain
about lack of emotions and the numFlavio Paixao
18
ber of goals. It is enough to say that
only 20 matches ended with a 0:0
Paweł Brożek
15
draw (6.7% of all matches). Four or
more goals were scored in 78 matches
Patryk Tuszyński
15
(over 26% of matches!).
Grzegorz Kuświk
14
The title of the top scorer went to
Mateusz Piątkowski
14
Kamil Wilczek (20 goals). Three other
players (Flavio Paixao, Paweł Brożek
Kasper Hamalainen
13
and Patryk Tuszyński) scored 15 or
more goals.
Orlando Sa
13
Season
Average
number of
goals
2014/2015
2.67
2013/2014
2.66
2012/2013
2.49
2011/2012
2.2
2010/2011
2.41
2009/2010
2.22
2008/2009
2.18
2007/2008
2.4
2006/2007
2.6
Average number of goals in particular
seasons
Fastest goal:
The highest number of goals in the
2014/2015 season was scored during
the match of Piast Gliwice against
GKS Bełchatów (final score 6:3).
The players took 7,599 shots in total,
2,631 shots on target (30% ended
with a goal). There were 1,051 offsides and 8,320 fouls.
161 foreign players played in the
2014/2015 season of T-Mobile Eks-traklasa. This constitutes 34.6% of
all players that appeared on the field
(466). The largest number of fore-igners played for Zawisza Bydgoszcz
(21), and the least - for Ruch Chorzów
and GKS Bełchatów (5 each).
466 players played in the whole
season of Ekstraklasa. Zawisza
Bydgoszcz used the highest number
#ESAinNumbers
Nationality of
scorer:
The youngest:
17 years
128 days
Dawid Kownacki
459 331
goals shot by players
Poles
from abroad
Cards:
62
red
Jakub Wójcicki
(own goal)
In the 2014/2015 season, the record
of scored goals was broken again
- 790. The best average number of
goals in the whole history of the league was scored, namely 2.67 goals
per match.
1175
yellow
The oldest:
37 years
165 days
Łukasz Surma
2,463,999
spectators attended matches in the 2014/2015 season
48x
Match quarter and number
of goals:
First
half
89
134 113
of players (37 players). Wisła Kraków
used the least number of players,
namely 23.
104 youth players (born in 1993 and
younger) played in the 2014/2015
se-ason. This constituted 22,3% of
all players that played in at least one
league match.
Ekstraklasa S.A. has also an annual
Fair Play classification. It is not only
influenced by redand yellow cards,
which are only one of six elements
of the evaluation, but also by the
behaviour of the supporters, the attitude towards the opponent and the
Second
half
135
151 124
referee, the behaviour of the players
on the bench and by positive game.
A delegate of the Polish Football
Association, in cooperation with the
referees, makes the final evaluation
in particular categories. The final
classification is an average grade for
the whole season. The winner of the
classification - Piast Gliwice - will
receive the Fair Play award, which
will be presented during the annual
gala devoted to safety and security at
Polish stadiums.
1x
1x
1x
2x
4x
1x
7x
5x
2x
3x
10x
23x
24x
20x
19x
35x
38x
52x
How often a match ended in a result:
Club
Points
1.
Piast Gliwice
7.45
2.
Lech Poznań
7.423
3.
Podbeskidzie
Bielsko-Biała
7.417
4.
Górnik Łęczna
7.408
5.
Śląsk Wrocław
7.392
6.
PGE GKS Bełchatów
7.357
7.
7.353
8.
Zawisza Bydgoszcz
7.318
9.
Wisła Kraków
7.291
10.
Górnik Zabrze
7.218
11.
Lechia Gdańsk
7.172
12.
Ruch Chorzów
7.141
13.
Cracovia
7.128
14.
Korona Kielce
7.013
15.
Pogoń Szczecin
6.98
16.
Legia Warszawa
6.778
Fair Play classification of the 2014/2015
season
466
Season logistics
Due to the necessity of playing 37 rounds and the obligation to adjust the
dates of T-Mobile Ekstraklasa to the
UEFA calendar, the season started in
the middle of July.
players represented
Ekstraklasa clubs in
season 2014/2015
104
161
youth playersplayed
in the 2014/2015
season on the fields
of Ekstraklasa (born
in 1993 and younger)
foreign players
represented clubs of
the top league
22.3%
of the players on the field
in the 2014/2015 season of
Ekstraklasa S.A. are youth
players. The percentage of
foreign players is
34.6%
Friday
1:00 P.M.
1:15 P.M.
1:30 P.M.
1:45 P.M.
2:00 P.M.
2:15 P.M.
2:30 P.M.
2:45 P.M.
3:00 P.M.
3:15 P.M.
3:30 P.M.
3:45 P.M.
4:00 P.M.
4:15 P.M.
4:30 P.M.
4:45 P.M.
5:00 P.M.
5:15 P.M.
5:30 P.M.
5:45 P.M.
6:00 P.M.
6:15 P.M.
6:30 P.M.
6:45 P.M.
7:00 P.M.
7:15 P.M.
7:30 P.M.
7:45 P.M.
8:00 P.M.
8:15 P.M.
8:30 P.M.
8:45 P.M.
9:00 P.M.
9:15 P.M.
9:30 P.M.
9:45 P.M.
10:00 P.M.
10:15 P.M.
10:30 P.M.
10:45 P.M.
Saturday
Sunday
Monday
1 match
1 match
1 match
Summer broadcast plan
in the season 2014/2015
Friday
1:00 P.M.
1:15 P.M.
1:30 P.M.
1:45 P.M.
2:00 P.M.
2:15 P.M.
2:30 P.M.
2:45 P.M.
3:00 P.M.
3:15 P.M.
3:30 P.M.
3:45 P.M.
4:00 P.M.
4:15 P.M.
4:30 P.M.
4:45 P.M.
5:00 P.M.
5:15 P.M.
5:30 P.M.
5:45 P.M.
6:00 P.M.
6:15 P.M.
6:30 P.M.
6:45 P.M.
7:00 P.M.
7:15 P.M.
7:30 P.M.
7:45 P.M.
8:00 P.M.
8:15 P.M.
8:30 P.M.
8:45 P.M.
9:00 P.M.
9:15 P.M.
9:30 P.M.
9:45 P.M.
10:00 P.M.
10:15 P.M.
10:30 P.M.
10:45 P.M.
Saturday
Sunday
2 matches 1 match
1 match
1 match
Winter broadcast plan
in the season 2014/2015
Monday
19 rounds were played in the autumn
and none of those in the middle of the
week. During the season in the spring,
all rounds, apart from the 30th, were
played during weekends and, in the
final phase, only matches of the 33rd
round and the so called Multileague
in the 36th round were played on
Tuesdays and Wednesdays. This was
the first season, where three Multileagues were played (the 30th, 36th,
and 37th rounds). The latter two were
played on different days depending
on particular groups. What made the
T-Mobile Ekstraklasa schedule unique
was the fact that various matches
of the same round were played on
different days and at various hours.
The typical round was played from
Friday to Monday according to the
schedule set before the season.
In the 2014/2015 season, various
schedules for rounds played during
spring, summer, late autumn and winter were retained. It was also possible
to watch all T-Mobile Ekstraklasa
matches.
The hours and days of particular
matches of a given round were set
30 days in advance by the main licensee of the media rights in cooperation
with Ekstraklasa.
Ekstraklasa's TOP of
the last decade:
Champions:
Top scorers –
TOP 3:
1x
23
22
22
TOP 3 matches
with the highest
attendance:
TOP 3 rounds with TOP 3 seasons
the highest number with the highest
of spectators:
goal average:
3x
Wisła Kraków
3x
Legia Warszawa
2x
Lech Poznań
1x
Śląsk Wrocław
Zagłębie Lubin
goals - Paweł Brożek
(2007/2008)
Only Paweł
Brożek was twice
the top scorer
in the decade,
apart from the
2007/2008 season
also in 2008/2009
(ex aequo with
Takesur Chinyama).
goals - Artjoms
Rudnevs (2011/2012)
goals - Marcin Robak
(2013/2014)
2014/2015 –
41,556
110,062 2.67
07 June 2015
2011/2012
Lech Poznań –
Wisła Kraków
41,545
Lech Poznań –
Legia Warszawa
22 Mar. 2015
40,917
Śląsk Wrocław –
Wisła Kraków
25 Nov. 2011
– 12th round of
season
goals per match
Only three teams
played in each
season of the
decade: Lech
Poznań, Legia
Warszawa and
Wisła Kraków.
Only one coach won
the championship
more than once:
Maciej Skorża
(2008,2009,2015).
–
105,944 2013/2014
2.64
– 37th round of season
2014/2015
goals per match
102,786 2.6
2006/2007 –
– 5th round of season
2012/2013
goals per match
Licensing
System
The licensing system of Ekstraklasa is the basic tool enabling
professionalization of the games, as well as raising the
organisational standards of the members of the league.
Licensing organs of the Polish Football Association assure that
all clubs playing in Ekstraklasa meet a number of requirements
stipulated in the License Handbook of the Polish Football
Association, as well as, in the context of tournament games,
in the license regulations of UEFA.
The following licensing organs are responsible
for standard verification of Ekstraklasa clubs:
Club License Committee and the Appeal Committee for Club Licenses. Both of them are parts
of the organizational structure of the Polish Football Association. The actual licensing process
takes place once a year in April or May. During
this time, the Club License Committee evaluates license applications
submitted by the clubs. NevertheDuring the
less, the work of the licensing organs
licensing process of
does not end with granting the liEkstraklasa:
cense. During the whole season, the
Clubs License Committee monitors
The licensing
whether regulations are respected,
committee had 8
mainly in the context of clubs under
meetings in total.
license supervision, but in some justified cases also in relation to other
clubs. The license requirements
A total of 5 clubs of
mentioned in the License Handbook
the First Division
of Ekstraklasa concern the following
received an
areas:
sport, infrastructure, law,
invitation to submit
organisation and finance. Sports tarthe licensing
gets are important in the case of the
documentation.
organisation of the first team, but
Three of them
especially in the context of training
submitted the
youth teams. Infrastructural targets
documents.
are equally important - matters
concerning the quality of stadiums,
conditions of watching matches
by spectators, conditions in which
journalists work and TV broadcast conditions.
Financial criteria play a special role. Their main
target is to ensure proper financial stability and
transparency of Ekstraklasa clubs; protection
of the integrity of games, understood as a minimization of risk that a club will not complete
a season due to economic reasons; financial protection of public and private receivables: those
of football players but also all funds related to
transfers.
During the 2014/2015 season, the License
Handbook was amended on the initiative of
Ekstraklasa. The most important change made
to the handbook is the new date of examining
financial obligations of clubs in relation to
players. The club that will not have all obligations due by the 30th of June covered by the
30th of November of the current season will
be punished with negative points. The aim of
this change is to force further improvement of
financial discipline among clubs and reduce the
problem of debts in relation to players resulting from obligations not paid on time. In the
licensing process prior to season 2015/2016,
16 clubs received licenses to play in Ekstraklasa. This means that all clubs that submitted
the documents received the license. Eleven of
them, in comparison to seven in the previous
year, were subject to financial supervision.
The number of clubs being subject to infrastructural supervision decreased from five
to four. The number of sports supervision
increased from one to two. No club was punished with a transfer ban and two clubs had
to limit players' wages. A record high number
of 13 sports companies received licenses
enabling them to play in international tour-
13
clubs of Ekstraklasa
received the license
to play in the UEFA
tournaments
As a result of this, the value of all
naments. A year earlier it was only
settlements agreed before the
seven clubs. Only one club did not
receive the license and two clubs did 2015/2016 season dropped from
PLN 17 m to PLN 10 m. Another
not submit the documents.
proof of improving
In the last three
financial situation of
licensing processes
the clubs is only one
concerning EksThe license
refusal of granting
traklasa a steady
committee
the license enabling
improvement of
imposed:
to play in the UEFA
license documenCup before the
tation and financial
• 11 financial
2015/2016 season.
situation of the clubs
supervisions
When it comes to the
was perceivable. The
• 4 infrastructure
remaining criteria,
protection of credia very positive aspect
tors in the area of
supervisions
is the modernisation
license liabilities also
• 2 sport supervisions
of the majority of
improved. The strict
Ekstraklasa stadiums,
policy of the Club Liwhich is the reason for
cense Committee on
improving standards.The majority of
financial discipline brought apparent
clubs meets all license requirements
effects. The average profitability of
for infrastructure. The Club License
clubs also improved although the
Committee noticed increasing
majority of them reports losses.
involvement of clubs in training youth
Between 2012 and 2014 it increased
players, which means that more and
from -21.7% to -11%. In 2014, 7 clubs
more sports criteria for managing
already presented financial profits.
youth teams were met.
In 2012 and 2013 the number of
clubs with a profit was four and three
respectively. The total loss of Ekstraklasa clubs in 2012 was PLN 70 m and
PLN 41 m in 2014. The share of wages
in the total expenses of clubs decreases successively as well. In 2014 it
was 72% and two years earlier it was
78%. A very important symptom
of financial discipline is the number
The Licensing Committee
and value of settlements signed with
issued:
players in order to postpone the
deadline of due payments. 11 clubs
entered such agreements prior to
the 2013/2014 season. Prior to the
2015/2016 season, it was 5 teams.
19
licensing decisions
The most important
change made to the
License Handbook in the
2014/2015 season:
• the obligatory penalty of
negative points for a club that
has not had all obligations due
by the 30th of June covered by
the 30th of November.
193
Before the 2014/2015 season:
settlements between clubs and
players were agreed, amounting
to:
PLN
17m
89
PLN 10 m
Before season 2015/2016:
settlements between clubs and
players were agreed, amounting
to:
ekstraklasa
as a business
28
Ekstraklasa as a business
48
Methodology description of the ranking
“Polish Football Business Report”
52
Business ranking of Ekstraklasa clubs
EKSTRAKLASA
as a business
Ekstraklasa is a joint stock company consisting of 17
shareholders: 16 clubs and the Polish Football Association. Its
main tasks are the following:
1.
In-season
management
4.
5.
2.
Sales
of media
rights
MANAGING EKSTRAKLASA S.A. FINANCES
BUILDING THE BRAND AND PRESTIGE
OF EKSTRAKLASA
The revenue of the company comes from the sale of media
and centralized marketing rights. The revenue structure
consists in 80% from the sale of media rights and in 20%
from the sale of centralized marketing rights. Poland is
one of those markets where media rights are centralized.
Ekstraklasa is the only entity authorized to sell the rights on
behalf of all clubs. No club is allowed to manage broadcast
rights for national games on its own via any media. In terms
of marketing rights, Ekstraklasa S.A. manages only its centralized part which is approximately 20%. The clubs manage
the main part of the marketing rights (80%) independently.
3.
Sales
of marketing
rights
105
sponsors and partners
support Piast – it's the
highest number in the
entire Ekstraklasa
1. Media rights in season
2014/2015
This was the 20th season of cooperation between the premium league
and the paid tv platform nc+ (former
Canal+). In the first decade the league
was managed by the Polish Football
Association and in the second- by
Ekstraklasa S.A.
1995 - 2005
The standard bradcast
plan of the matchweeks
in season 2014/2015
on paid TV included
broadcasting during
4 days on 8 play times:
The last contract with the digital
broadcaster was valid from the season
2011/2012 and ended in June 2015.
As a part of this contract the nc+ group
had the package of the main broadcaster all over Poland. It included the
rights to broadcast all games live,
toghether with the right to give sublicenses.
2005 - 2015
Friday
1:00 P.M.
1:15 P.M.
1:30 P.M.
1:45 P.M.
2:00 P.M.
2:15 P.M.
2:30 P.M.
2:45 P.M.
3:00 P.M.
3:15 P.M.
3:30 P.M.
3:45 P.M.
4:00 P.M.
4:15 P.M.
4:30 P.M.
4:45 P.M.
5:00 P.M.
5:15 P.M.
5:30 P.M.
5:45 P.M.
6:00 P.M.
6:15 P.M.
6:30 P.M.
6:45 P.M.
7:00 P.M.
7:15 P.M.
7:30 P.M.
7:45 P.M.
8:00 P.M.
8:15 P.M.
8:30 P.M.
8:45 P.M.
9:00 P.M.
9:15 P.M.
9:30 P.M.
9:45 P.M.
10:00 P.M.
10:15 P.M.
10:30 P.M.
10:45 P.M.
Saturday
Sunday
3:30 3:30 P.M.
P.M.
Monday
6:00 6:00 6:00 6:00 P.M.
P.M.
P.M.
P.M.
8:30 8:30 P.M.
P.M.
The standard round schedule
4
Similar to the 2013/2014 season,
viewers of free-to-air TV could watch
4 broadcasts during the season, as a result of the sublicense granted to TVP
by nc+. It was divided in the following
– the number of days
way: 2 broadcasts in the autumn part
of a typical round of
of the main phase, 1 broadcast in the
Ekstraklasa
spring part of the main phase and 1
broadcast in the final phase. Matches
played at the biggest stadiums of
Eks-traklasa between the top teams
were chosen to be broadcast on public
TV. At the beginning of the 2014/2015
season, Ekstraklasa sold Internet rights
and mobile rights
(digital rights)
to the Onet.pl
Group and Ringier
Axel Springer
Polska for a year.
Ekstraklasa TV:
Pursuant to the
agreement, all
highlights from
the matches are
shown at ekstraklasa. tv. The
video footage is
available 5 minutes after the end
of each match
and includes a review of match highlights. Since October 2014, supporters
can use the new mobile application
Ekstralasa.tv. This is the only appliIn the previous season, the UFA Sports
cation that presents video materials
agency was responsible for selling
(highlights, goals), text materials live
media rights of Ekstraklasa on foreign
from matches, news and personalized
markets. Supporters could follow the
information on the most important
games with TVN International Player.
events. This product, which is clearly
During the last two years, the board
related to the brand, contributed to
of the company worked on various
its increasing popularity in the digital
options of selling rights in order to
world. A dedicated video clip was
guarantee higher revenue and deveprepared to promote the application
lopment of the games. Various options
featuring the football player Michał
of selling media rights were taken into
Żyro and journalists: Michał Pol and
consideration. Finally, in September
Hirek Wrona.
2014, Ekstraklasa signed a guaranteed-sum counselling agreement with
a leading agency specialising in selling
media rights - MP&Silva. The company
has the rights to the following events
in its portfolio: Premier League,
Bundesliga, UEFA Euro 2016 and with
Ekstraklasa S.A. It prepared and put
out a tender for the distribution of
rights in Poland and abroad for the
next six seasons. In June 2015, Ekstraklasa signed a new, four-year contract
with nc+ group. During the next four
seasons, six matches of each round will
be broadcast live on nc+ channels and
- the majority of matches
two - on Eurosport 2. The standard
during the season of
Ekstraklasa starts at this hour round plan was not changed unlike the
channels on which the broadcasts will
6:00
P.M.
ALL NATIONAL RIGHTS
INTERNATIONAL RIGHTS
Season:
2015 - 2016
2016 - 2017
2017 - 2018
2018 - 2019
2019 - 2020
2020 - 2021
be made. In May 2015, Internet and
mobile rights (digital rights) were sold
to Onet.pl/ RASP group for the next
four years.
Ekstraklasa in
Onet/RASP
for the next
4 years:
5
– the number of minutes of
highlights that can be shown
by a football programme as a
result of a separate sublicense
2. Marketing rights in
season 2014/2015Marketing
rights are distributed in dedicated
packages prepared by Ekstraklasa.
The company manages those rights
pursuant to the agreements with the
clubs.
NAMING RIGHTS SPONSOR
SP
ON
SO
RS
Marketing rights division in the season 2014/2015:
PA
RT
NE
RS
STRATEGIC SPONSOR
MEDIA
OFFICIAL
OFFICIAL
LICENSEES
It is worth mentioning that in season
2014/2015, the whole marketing
pyramid of Ekstraklasa has been filled
for the first time in the history of
Ekstraklasa. The 2014/2015 season was
the fourth season with T-Mobile as the
Naming Rights Sponsor of the games.
The contract with T-Mobile consisted
of two parts. By virtue of the first one,
the clubs received a fixed amount of
money related to the image and commercial benefits package. The second
part includes bonuses dependant on
the result in three key areas:
• Attendance at all stadiums during
the season;
• Publicity of the games calculated
on the basis of the commercial
equivalent parameter;
• The image of Ekstraklasa measured
by a specialized research.
Since the 2015/2016 season, the
formula of cooperation between
Ekstraklasa S.A. and T-Mobile Polska
has taken on a new dimension that is
TECHNOLOGICAL
SUPPLIERS
unprecedented in Polish professional
sport. T-Mobile has become a technological partner providing an advanced
system of game statistics, T-Mobile
Stats. Thanks to this, each Ekstraklasa
fan has access to detailed statistics
during each match with a mobile application. A special set of TV graphics
will present the data during the broadcasts. Additionally, all information
will be presented in the Internet game
centre.
Another very innovative element of the
project will be automatically generated
match reports. All clubs, right after the
final whistle, will receive detailed information in order to use them during
post-match press conferences.
The brand KENO, which belongs to Totalizator Sportowy, became the Strategic Partner of Ekstraklasa. The logo
was displayed on cubes in all corners of
the pitch, areas behind goals, 3D carpets, the carpet that is rolled out before the start of each match and during
the break of each match in the central
part of the field. Additionally, KENO
was presented along the Lotto brand
on boards surrounding the field on days
when one could win a Lotto jackpot.
An important part of the package was
the space on the sleeve of shirts of all
clubs and the logo placed next to the
TV graphic showing line-ups of teams
during each match.
In season 2014/2015, apart from media
rights, nc+ brand also received a number of marketing rights. Because of
this, the logo of the brand appeared on
the right sleeve of club shirts. Additionally, nc+ organized media campaigns
promoting the games.
Ekstraklasa had two official partners
as parts of the sponsorship pyramid,
namely Nice and Manta. Within the
scope of similar packages, both brands
were presented in chosen TV match
graphics and on sponsor billboards
displayed before broadcasts. It is worth
mentioning that both partners heavily
used the right to combine their logo
with the logo of Ekstraklasa in order
to single out their products on shop
shelves and in online sale.
Thanks to the contract with Electronic Arts valid from
season 2013/2014, fans of Ekstraklasa could play matches
with their favourite Polish clubs in the FIFA video game. It is
worth mentioning that for some Polish clubs, for example
Górnik Łęczna, this was their first appearance in the popular
football game. Additionally, Ekstraklasa has started cooperation for the next two seasons and Ekstraklasa clubs are
going to be present in the newest version of the game - FIFA
16 and FIFA 17 the following year.
Examples
of pre-match
simulations in the
2014/2015 season.
Ekstraklasa
in FIFA 16:
Official balls were provided
by Adidas. In the season
2014/2015, games were played with the Adidas Brazuca
ball, which was especially designed for the World Cup 2014
in Brasil. The logo of T-Mobile Ekstraklasa was placed on
the Brazuca balls exclusively for Ekstraklasa. A campaign introducing the ball designed exclusively for
Ekstraklasa to the Polish market was organized in July 2014
in the best Polish sports stores. The official ball was also an
element of each match opening. The campaign translated
themselves into good sales results because 120 thousand
balls were sold until the end of 2014.
In season 2014/2015, matches will be
played with the newest ball of Adidas–
Conext 15.
Conext15:
the ball of
elements
porters could buy collectible cards and
albums with stickers showing images
of Ekstraklasa players in over 8 tho-
The new ball
of Ekstraklasa
Moreover, Ekstraklasa continued
cooperation with Panini, the company
that is the global leader when it comes
to collectibles. As a result of that sup-
usand sales points (eg. Ruch, EMPIK or
Kolporter). The series of stickers was
very popular amongst collectors who
exchanged stickers via the Internet and
3. The Ekstraklasa brand
that refer to a family of symbols.
Ekstraklasa used also non-standard
tools for the promotion of the brand
concentrating on supporters using social media. As a part of communication
of each round, special infographic was
published presenting pre-match announcements, statistics and the line-up
of teams.
For the past two seasons, Ekstraklasa
has used a new visual identity of its
matches. The new rules for the brand
logo of Ekstraklasa build the quality
of football games and strengthen its
recognizability. Additionally, in the last
season, the rebranding was supported
by a new trophy and a set of medals
showed their collectibles in video clips.
Polish Stock Printing Works (PWPW)
remained the supplier of Ekstraklasa in
season 2014/2015.
In return for using this title, the partner
committed to delivering data bases
of supporters compatible with the
requirements of the law. Both partners
will cooperate in similar fields in the
new season. Just like in the previous
seasons, Ekstraklasa will continue cooperation with betting operators that
are functioning legally on the Polish
market. Ekstraklasa monetized the
possibility of using match results.
At selected moments of the season,
special materials were prepared that
were published not only with the
Ekstraklasa profile in social media, but
also in partner media of the games.
The video clip entitled “The wildlife
of foot-ball” presenting players with
surnames sounding similar to names
of animals was especially popular.
The voice-over was recorded by
Krystyna Czubówna. The video clip
attracted not only fans. It was viewed
over 260,000 times on Facebook
Eredivisie CEO on
#WarsawWorkshop
only. In the final stage of the season,
Ekstraklasa published a video clip
resembling the announcement of the
Oscar gala. The president of the board
himself, Bogusław Biszof, took part in
the production.
Ekstraklasa also takes care of the international recognition of the brand. For
this purpose, a delegation of German
media was invited to see the inauguration of the final phase and meet
with representatives of the company
to learn more about the operation of
processional football in Poland. The
company organised a one day conference for the members of EPFL on
the occasion of the final of the Europa
League being played in Warsaw. This
was an opportunity to share experiences, ideas for further development and
to present the level of development
of Ekstraklasa. Because of the 10th
anniversary of Ekstraklasa, a series
of documentary mini clips “The way
to championship” were produced,
which presented the history of winning
the Polish Championship in the last
decade. Football players, coaches and
famous commentators recalled breakthrough moments, most important
matches, anecdotes about successes
of particular teams. Ekstraklasa, as
one of the very few sports leagues in
Legia's road to the
championship in
2005/2006
Poland, prepared a special acknowledgment for supporters for the end of
the season. The awards ceremony of
the Polish Championship at the INEA
Stadium in Poznań was organised in
unique circumstances. Not only did
the title of the Polish Champion came
back to Poznań after five years, but
also the match against Wisła Kraków
was watched by the highest number
of spectators in the season. Moreover,
the ceremony took place on a stage
where all the players received their medals and that was prepared especially
for this event. The exit gate of the cere-
mony, located on the field, advertised
the 10th season played under the name
of Ekstraklasa. Additionally, the players
entering the podium were greeted by
Season 2014/2015 is
a thing of the past
The Ekstraklasa Gala took place on the 8th of June 2015 at the
EXPO XXI Arena in Warsaw, a day after the ceremony at the
stadium of the Polish Champion. Just as in in the 2014/2015
season, almost 700 people took part. Awards for the best
players of the season and the best coach of the season were
presented during the Gala. It is worth mentioning that during
this gala, the last 10 years of Ekstraklasa were commemorated
along with teams, players and coaches of the teams that won
the championship in the last decade.
Videos from the Gala:
a group of children wearing shirts of
the last 10 champions of Ekstraklasa.
In their hands, they held flags reading
“10 years”. Everybody could experience
what it is like to be the Polish Champion thanks to a video clip - the camera
was attached to the shirt of Niklas
Zulciak, who took part in the ceremony. Those are the emotions that every
football fan dreams about.
The gala ceremony in the
first-hand perspective:
Lech Poznań's
championship celebration:
Ekstraklasa monitors and researches
the image of the brand. The last
project was conducted by the research
institute Millward Brown in October
2014.
This is another stage of a bigger research project on football fans in Poland.
To what extent do these
expressions match Ekstraklasa?
0%
20%
40%
60%
80%
100%
Professional
Guaranteeing
safety
Fair
Modern
Where do we watch Ekstraklasa?
TV
98 %
Internet
30 %
Stadium
15 %
TV
Internet
Press
NEWS
48 %
28 %
sports portals
31 %
47 %
sports news
21 %
26 %
34 %
14 %
7%
The match Lech Poznań - Legia Warszawa on March 22, 2015 won a record-high pay TV audience. On average,
the match was watched by 413,000
spectators and 37, 1% out of these
were women.
413
thousand of spectators
watched the hit
match of the season:
Lech Poznań – Legia
Warszawa
social media
radio
mobile applications
What are we
looking for on
the Internet?
29%
4. Media statistics for season
2014/2015
sports columns in news
services
30%
sports channels
sports magazines
41 %
football
programmes
Analysis and
comments
Information
about a club
Match
results
Number of broadcasts including simultaneous
broadcasts on different channels:
296
289
72
361
broadcasts during
the entire season
matches
matches broadcast
simultaneously on
two channels
broadcasts in total
= 32,490
154
matches broadcast
on one channel
minutes of broadcast
Source: MEC according to Nielsen Audience Measurement, June 26, 2015; TG: All 4+
In the season 2014/2015, all matches
were broadcast live on paid TV, including 72 matches that were shown at
the same time on two channels. Ekstra-
klasa is the only league of professional
sport in Poland whose all matches are
broadcast live.
Average number of
channel viewers
17,000
8,000
9,000
5,000
827,000
12,000
4,000
Average number of
viewers of
live matches
143,000
76,000
54,000
34,000
872,000
87,000
50,000
Source: MEC according to Nielsen Audience Measurement, June 23, 2015. TG: All 4+
5. TV audience in season
2014/2015
Club
In general, over 39.2 million viewers
watched Ekstraklasa matches on
TV. Pay TV broadcast in the autumn
part of the main phase, (rounds 1-19)
was watched by 19.5 million viewers.
The spring part of the phase (rounds
20-30) - by 10.9 million, and the final
phase - by 5 million viewers. In season
2014/2015, Legia Warszawa was the
most popular club on TV. All TOP 5
matches with the highest TV audience
on pay TV are Legia Warszawa games
(2 away matches, 3 home matches).
The positions of the TV audience
ranking and match attendance ranking
are very similar. Four clubs have the highest positions in both classifications:
Lech Poznań, Legia Warszawa, Lechia
Gdańsk and Wisła Kraków.
Four matches in the 2014/2015 season
were broadcast on free-to-air TV.
The TV audience in the case of the free
channel TVP1 was 733,000 viewers for
Lechia Gdańsk against Legia Warszawa
and over 994,000 for Lech Poznań against Górnik Zabrze. It was 3.45 million
viewers in total.
The most popular match on pay TV
was the rematch Lech against Legia in
the main phase. It is worth mentioning
that this match was broadcast only on
Canal+ Sport.
Lech Górnik Zabrze
208.9
16,596
2.
Lech Poznań
165.8
20,261
3.
Wisła Kraków
160.6
12,159
4.
Lechia Gdańsk
141.4
16,608
5.
129.6
10,755
6.
Korona Kielce
127
6,286
7.
Śląsk Wrocław
126
10,963
8.
Pogoń Szczecin
118.8
6,101
9.
Ruch Chorzów
116.3
5,994
10.
Górnik Zabrze
115.4
2,961
11.
Cracovia
114.4
6,674
12.
PGE GKS Bełchatów
109.8
3,051
13.
Górnik Łęczna
109
4,163
14.
Piast Gliwice
108.9
4,593
15.
Podbeskidzie
100.9
3,958
16.
Zawisza Bydgoszcz
91.6
2,775
Source: MEC acc.to Nielsen Audience Measurement, June 23, 2015. TGAll 4+
own data of Ekstraklasa based on the reports of delegates
413,000
Legia - Lech
120
Lechia - Śląsk
3:30 P.M.
3:30 P.M.
3:30 P.M.
Nov. 30, 2014
May 9, 2015
Oct. 20, 2015
98
Lechia - Legia
3:30 P.M.
Apr. 11, 2015
TV audience of matches on free-to-air TV (in thousands)
25.
9.
14.
306,000 286,000
Legia Jagiellonia
152
733,000
Legia - Ruch
335,000 324,000
985,000
Legia - Lech
Free-to-air TV
776,000
203
Legia Warszawa
Wisła - Legia
994,000
Attendance
(average. in
thousands)
1.
Lech - Legia
NC+
TV audience
(average. in
thousands)
10.
33.
c+Family
c+Family
c+Sport
c+Sport
c+Family
nsport+
nsport+
Mar. 22,2015 Sep. 21, 2014 Nov. 2, 2014 Sep. 27, 2014 May 20, 2015
8:30 P.M.
Sunday
6 P.M.
6 P.M.
8 P.M.
Sunday
Sunday
Saturday
8:30 P.M.
Wednesday
Top 5 matches with the highest TV audience on nc+ (in thousands)
9
7
clubs had a higher TV
audience of home games
clubs had a higher TV
audience of away matches
TV audience - home and away:
250,000
home
away
200,000
150,000
100,000
Górnik Łęczna
PGE GKS
Bełchatów
Cracovia
Podbeskidzie
Bielsko-Biała
Zawisza
Bydgoszcz
Jagiellonia
Białystok
Piast Gliwice
Korona Kielce
Ruch Chorzów
Lechia Gdańsk
Górnik Zabrze
Śląsk Wrocław
Pogoń Szczecin
Lech Poznań
Wisła Kraków
0
Legia Warszawa
50,000
Source: MEC acc. to Nielsen Audience Measurement, June 26, 2015. TG: 4+ average viewership of broadcasts
as Legia, Lech, Wisła and Lechia
among the top teams is not a surprise.
The position of Korona Kielce is worth
highlighting.
The average TV audience of matches
on pay TV is one of the most reliable
statistic data. The scale of interest in
a particular club can be measured in
this way. The presence of such clubs
Average TV audience on pay TV:
200,000
150,000
127,000
100,000
Source: MEC acc. to N Sourc ielsen Audience Measurement, June 26, 2015. TG: 4+
Zawisza
Bydgoszcz
Podbeskidzie
Bielsko-Biała
Piast Gliwice
Górnik Łęczna
PGE GKS
Bełchatów
Cracovia
Górnik Zabrze
Ruch Chorzów
Pogoń Szczecin
Śląsk Wrocław
Korona Kielce
Jagiellonia
Białystok
Lechia Gdańsk
Wisła Kraków
Lech Poznań
0
Legia Warszawa
50,000
It is also worth taking a closer look at the
TV audience results for particular TV channels:
Lechia Korona
Lech - Legia
Wisła - Legia
Legia - Ruch
14th
11th
17th
16th
15th
25th
9th
14th
335,000 324,000
306,000 286,000
Legia Jagiellonia
133,000
Legia - Lech
Korona - Zawisza
413,000
Legia - Cracovia
158,000
Piast - Legia
166,000 159,000
Śląsk - Lech
174,000
10th
33rd
Top 5 Canal+ Sport
Top 5 Canal+ Family
Source: MEC according to Nielsen Audience Measurement,
June 26, 2015. TG: 4+
Source: MEC according to Nielsen Audience Measurement,
June 26, 2015. TG: 4+
Jagiellonia - Piast
104,000
Ruch - Zawisza
87,000
Górnik Ł. Cracovia
Piast Górnik Z.
Górnik Ł. Cracovia
130,000
28th
25th
32nd
23rd
23rd
86,000
85,000
Highlights from Ekstraklasa matches were shown in popular
football programmes. Thanks to the sublicense granted
to TVP, the programme “T-Mobile Ekstraklasa Gol” was
broadcast twice a week right after the sports news on TVP1.
Thanks to this, highlights of Ekstraklasa matches were
shown to the audience of free-to-air TV. Liga+Extra commented each match of each round in detail. Invited football
players talked about the nuances of professional football and
analysed controversial situations.
Top 5 nSport
Source: MEC acc. to Nielsen Audience Measurement, June 26, 2015.
TG: 4+
Viewership of TV football programmes, including
those concerning Ekstraklasa:
Programme
Average audience
Number of broadcasts
T-MOBILE
EKSTRAKLASA
GOL
CAFE FUTBOL
LIGA + EXTRA
FUTBOL RAPORT
LIGA +
2,240,000
85,000
73,000
23,000
27,000
83
32
30
15
34
Source: MEC acc. to Nielsen Audience Measurement, June 26, 2015. TG: 4+
News on Ekstraklasa, announcements
of matches, coverages showing how
teams prepare and information on
transfers were widely published in the
most popular sports news programmes
on free channels. The communication
of football games was present in the
media throughout the entire year.
The viewership of sports news services presenting
information and news about Ekstraklasa:
Programme
Average audience
Number of broadcasts
SPORT NEWS
SPORT NEWS
SPORT NEWS
SPORT
TELEGRAM
3,000
2,000
1,910
1,250
154
164
158
139
Source: MEC acc. to Nielsen Audience Measurement, June 26, 2015. TG: 4+
6. Attendance
Ekstraklasa reported the highest
number of spectators in its history in
season 2014/2015. 2,463,999 people in
total attended stadiums of all clubs and
experienced the emotions of the games. This is already the second season
with the ESA37 system in use. Exciting
final minutes of each match made it
possible to reach a record number of
spectators in the last round and, as
a result, in the whole season. 2,463,999
people attended games in the 2014/2015 season
Attendance in the last 8 seasons:
2,500,000
2,000,000
1, 500,000
1, 000,000
500,000
0
2007/2008
2008/2009
2009/2010
2010/2011
Source: own data of Ekstraklasa based on reports of delegates
Frekwencja 8 Ostatnich Sezonów
2011/2012
2012/2013
2013/2014
2014/2015
In the 37th round, the last of the
season, not only was the record of the
season set, but the second highest attendance in the history of Ekstraklasa
was achieved. 105,944 people watched
matches at stadiums and was excited
about their team winning medals or
staying in the top division.
Average attendance by round:
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
1
2
3
4
5
6
7
8
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37
Średnia
w danejbased
kolejceon reports of delegates
Source: own
datawidzów
of Ekstraklasa
during the season. The clubs ranked
below in this respect Legia - Lechia,
Wisła and Śląsk - play at modern
stadiums. The five clubs had a better
Lech Poznań attracted the highest
number of spectators: over 365,000.
Legia Warszawa was the second with
over 49 thousand spectators less
attendance than the average of the
league.
Total number of spectators in 2014/2015:
400,000
350,000
300,000
250,000
200,000
150,000
100,000
Zawisza
Bydgoszcz
Górnik Zabrze
PGE GKS
Bełchatów
Podbeskidzie
Bielsko-Biała
Górnik Łęczna
Piast Gliwice
Ruch Chorzów
Pogoń Szczecin
Korona Kielce
Cracovia
Jagiellonia
Białystok
Śląsk Wrocław
Wisła Kraków
Lechia Gdańsk
Legia Warszawa
0
Lech Poznań
50,000
Suma widzów w sezonie 2014/2015
Average attendance:
20,000
15,000
10,000
8,378
Średnia
w sezonie
2014/2015
Source: own
data widzów
of Ekstraklasa
based
on reports of delegates
The matches with the highest attendance were played at the stadium of
the Polish Champion. It was two times
that almost 41,000 Kolejorz supporters
attended a match. Thanks to intensive
marketing activity, the match Lechia
Gdańsk-Legia Warszawa was the third
most attended match of the season.
Matches with the highest attendance in
the 2014/2015 season:
Match
Attendance
Date
Round
Lech Poznań – Wisła Kraków
41,556
June 7, 2015
37
Lech Poznań – Legia Warszawa
41,545
March 22, 2015
25
Lechia Gdańsk – Legia Warszawa
36,500
April 11, 2015
27
Wisła Kraków – Legia Warszawa
31,639
Sep. 21,2014
9
Legia Warszawa – Wisła Kraków
26,096
March 15, 2015
24
Zawisza
Bydgoszcz
Górnik Zabrze
PGE GKS
Bełchatów
Podbeskidzie
Bielsko-Biała
Górnik Łęczna
Piast Gliwice
Ruch Chorzów
Pogoń Szczecin
Korona Kielce
Cracovia
Jagiellonia
Białystok
Śląsk Wrocław
Wisła Kraków
Lechia Gdańsk
Legia Warszawa
0
Lech Poznań
5,000
Record attendances in the
10 recent years of Ekstraklasa:
2005/2006
Górnik Zabrze - Legia Warszawa
17,000
2006/2007
Lech Poznań – Legia Warszawa
26,000
2007/2008
Lech Poznań - Legia Warszawa
29,000
2008/2009
Ruch Chorzów - Górnik Zabrze
40,000
2009/2010
Korona Kielce - Lech Poznań
15,500
2010/2011
34,312
2011/2012
Śląsk Wrocław - Wisła Kraków
40,917
2012/2013
40,632
2013/2014
38,458
2014/2015
Lech Poznań - Wisła Kraków
41,556
0
10
20
30
40
5
attendance records were
broken at Lech vs. Legia
matches in Poznań in the last
10 seasons
Safe stadiums of
Ekstraklasa. Report on the
season 2014/2015
According to many experts, season
2014/2015 was perceived as a very safe
one. The report that was published at
the end of the season presented Ekstraklasa stadiums as the safest place to
experience football matches.
Ekstraklasa LIVE PARK is a subsidiary
of Ekstraklasa S.A and the exclusive
producer of TV broadcast of all Ekstraklasa matches and the biggest producer
of live sport events in Poland. The company started its operation in season
2011/2012 producing 240 matches live.
Due to a change of the game system
and an increase in the number of rounds
from 30 to 37, EKSTRAKLASA LIVE
PARK currently produces 296 matches
in a season. The company delivers TV
broadcast to all licensees that have
the right to show T-Mobile Ekstraklasa
games in Poland and abroad. It also
develops in other areas.
In season 2014/2015, it produced
(in cooperation with the Polish Football
Association) 23 matches of the Polish
Cup with the final that took place
at the National Stadium in Warsaw.
The contract is valid also for the
2015/2016 season. Ekstraklasa Live
Park celebrated their anniversary this
season. The match between Jagiellonia
Białystok and Wisła Kraków was the
1000th broadcast. It was played on
Easter Monday at 6 P.M.
In October 2014, the company started
a cooperation with a team of journalists
that makes exclusive video materials.
The team scrutinizes the most important matches in a round, but also shows
Ekstraklasa from a different perspective. Thanks to this cooperation, over 100
materials were produced, e.g. a series
of reports entitled “Children know
better”. The video footage got over
1 million views.
Every T-Mobile Ekstraklasa match is
broadcast in HD quality. Half of the
matches in the season are recorded
with at least 13 cameras. The remaining
matches are recorded with a 10-camera
set, every set features a 3-phase Super
Slow Motion Camera. After the hit
match of the final round between Legia
Warszawa and Lech Poznań in the 31st
round, EKSTRAKLASA LIVE PARK showed how TV broadcasts are produced.
Ekstraklasa S.A. via EKSTRAKLASA
LIVE PARK ensured a uniform graphic
visualisation of all matches of the
professional league, including standard
opening sequence (a header before
each T-Mobile Ekstraklasa match) and
the way the line-up, tactics or statistics
are presented.
Broadcasts to
58
countries in the
world
18
news
vans
4,000
kilometres
of cables
52,760
minutes of
international
broadcast
11,000
hours spent at
stadiums
The match Lech-Legia
behind the camera
This means that, regardless of the
channel and time, a match is always
shown in the same way according to
very detailed rules. Ekstraklasa Live
Park was the first in Poland to introduce the so-called MRO (Multilateral
Running Order). Thanks to this, each
330,000
travelled kilometres
(which means
that we could circle the
Earth 8 times)
28 %
sports portals
over
576
people
showed
over
2,631
goals
6,000
tons of equipment
placed at stadiums
Ekstraklasa Live Park
behind the scenes
Ekstraklasa match is conducted in
a standardised way, according to a tight
broadcast time schedule. The channel
on which a match is shown or the time
do not play any role. MRO ensured
cohesion of all broadcasts and equally
high quality for all viewers.
Before the game:
Time
left
30:00
Duration
time
00:20
29:40
On the screen
Start of broadcast, general view
Graphics
00:30
Stadium - general view
Stadium info
29:20
04:00
EVS (changing rooms, arrival of teams, arrival of referees etc.)
25:20
02:00
Atmosphere at the stadium/ general view
Line-up
UNILATERAL C+
07:10
00:10
Atmosphere at the stadium/ general view
07:10
00:08
Sponsor's billboard: krispol kolory
06:52
00:30
Header
06:22
00:0
General view of the stadium
06:12
01:00
Stadium - live atmosphere
05:12
00:40
Tactical
Guests, tactics, 25”+20”
04:32
00:40
Tactical
Host, tactics, 15”+25”
03:52
00:10
Stadium - live atmosphere/ tunnel
03:42
00:30
Chip cam
03:12
00:30
Players entering the field, atmosphere at the stadium
02:42
00:20
Presentation of teams, welcome
02:22
00:20
Coin toss
REFEREES 5”
02:02
00:40
Key players + atmosphere at the stadium
Key players
01:22
00:30
Stadium - atmosphere
00:52
00:20
Hosts (possible slow motion)
Scroll/table with hosts
00:32
00:20
Guests (possible slow motion)
Scroll/table with guests
00:12
0:00:12
Stadium - atmosphere
00:00:00
Host, tactics, 25”+20”
Match board 6”
Subst. Host+Guest, absenses Host+Guest, 20”+10”
Kick-off
METHODOLOGY
of the Polish
Ekstraklasa's
football clubs business
In 2014, the methodology applied to the business ranking
of Ekstraklasa clubs underwent a significant change. In the
previous edition of the report, the list of all football clubs
was drawn up for the first time on the basis of eleven criteria
grouped into three areas: financial, marketing and media,
as well as sport-business effectiveness. Each area was given
a fixed weight of respectively: 40%, 40% and 20%. The
methodology of the ranking in the 2015 edition is identical to
last-year's report.
In order to establish the ranking in individual
areas, detailed criteria were used, and the
points given reflected the achievements of
clubs within each category in a balanced way.
Each criterion was given adequate weight within
a given area. The score within each criterion was
awarded according to the rule that 16 points
was given to the best team in a given category,
whereas the worst team was given 1 point.
The winners of individual areas were given
points similarly to being scored under individual
criteria. This means that the best club in a specific area was awarded 16 points, whereas every
club ranked lower on the list was given one point
less. In the case of two or more clubs having
the same score in a specific area, the amount
of points granted such clubs was the same. The
team that was next in the ranking was granted
a position decreased by the place and a point.
Selection of the best club was made by calculating the weighted average of points awarded
to the clubs for places taken in individual areas
according to the following weights: 40% for financial area, 40% for marketing and media, and
20% for sporting efficiency. If an equal score
was won in the ranking, the club that got a higher average score in individual areas was placed higher in the final list. In this year's seventh
Diversification index
shows whether a club is able
to generate similar amount
of revenue from three basic
income sources: day of the
match, revenue from match
broadcasts and revenue from
sponsors, where no source
substantially dominates
other sources. The lower
the value of this index, the
better.
edition of the report the data taken
into account concerned 16 clubs that
competed for the title of the Polish
Champion in the Ekstraklasa league
in season 2014/2015.
DATA SOURCE
In order to create the financial part
of the ranking, financial statements
of 16 clubs were used. The period
that was subject of the analysis covered the calendar year from January
1 to December 31, 2014, which is the
reporting period of most clubs. If the
club adopts a financial year to be the
period between July 1 and June 30
of the following year, the analysis is
performed on the basis of 6-month
reports, i.e. from January 1 to June
30, 2014, and from July 1 to December 31, 2014. This was the case for
seven clubs: Korona Kielce, Lech
Poznań, Lechia Gdańsk, Legia Warszawa, Piast Gliwice, Pogoń Szczecin
and Ruch Chorzów. Financial data
was submitted by the clubs and was
not verified by Ekstraklasa S.A.
or EY.
All the data required to perform
analysis in the scope of media
interest and sporting efficiency
were obtained as a result of a survey
conducted by Ekstraklasa S.A. or by
third parties on its request.
FINANCIAL RANKING
Current liquidity
The highest value
Current liquidity ratio
among financial
shows the proportion
criteria was given to
between current assets
revenue from sales
and the total short-term
including transfers.
This value consists of
liabilities and short-term
matchday revenues
prepayments. The current
(tickets and season
assets consist mostly of
tickets), revenue from
short-term receivables as
advertising contracts,
well as cash. On the other
sales of TV broadcahand, short-term liabilities
sting rights, revenue
are a debt that must be
from commercial
settled by the club within
activity, revenue from
the period of one year.
transfers and other
The higher the liquidity
commercial revenue.
ratio, the better.
The weight given to
this criterion is 30%.
An assumption was
made that the amount
of revenue is the best indicator of club
development, its ability to gain new
business partners and to encourageclub supporters to watch matches. It is
also a proof of the effectiveness of
transfer policy and media popularity.
Another criterion taken into account
was the revenue diversification index
(weighted at 20% within the financial
subranking). When calculating its
value, revenue from transfers is not
taken into consideration, as it is in-cidental activity of a club that is sub-ject to signifcant changes every year.
Components of the business ranking of Ekstraklasa football clubs
Weight
Finance
40%
Media & Marketing
40%
Sports-business effectiveness
20%
Financial criterion
Weight
Revenue in 2014
30%
Revenue diversification index in 2014
20%
Debt-to-asset ratio at the end of 2014
25%
Cash flow at the end of 2014
25%
Consideration of transfer revenue
would distort the index value. Revenue diversification criterion is highly
important, as it reflects the financial
stability of the clubs. The ranking
promotes clubs that are
able to generate similar
Advertising Value Equivalent
amount of revenue from
three basic sources – day
(AVE) is an estimated
of the match, revenue
media value of all sponsor
from broadcasting and
logos displayed in relation
revenue from sponsors
to the entire activity of a
– where no sponsor is
given club. The equivalent
dominant over others.
illustrates the estimated cost
The clubs that are at the
of advertising that would
bottom of the list are the
have to be borne by sponsors
ones that gain a signifiin order to achieve the same
cant amount of revenue
media effect that is achieved
mostly from one sponsor
by sponsoring the club. The
or the financing of which
is predominantly based
index developed by Pentagon
on revenue from granResearch.
ting TV rights. In such
cases, the index is high
(the lower the diversification index value, the better).
Relatively highly valued – at 25% –
was the debt-to-assets ratio index.
The ratio between all debts, debt reserves, prepayments and the sum of
assets shows how the club is financing
its activity. The lower the value of the
index, the smaller the debt financing
is, and thus the club
shows higher stability of
financial sources. If the
NC+ audience
result is lower than 1, the
i.e. the average TV audience
club uses both owners
of matches of a specific team
capitals and external
on Canal+ and former "n"
funds. Values higher
platform channels. The data
than 1 show that the
on the audience provided by
debt of a club covers
MEC.
its assets in full, and
the equity of the club
Media & Marketing Criterion
is negative due to high losses generated by the club during its business
activity. It is worth pointing out that
the debt of a club is often generated
by its affiliates and subsidiaries, however the rights of owners are equal
to other creditors rights then, and
the club is obliged to repay the loan
within a specified time. Diversification of clubs with respect to financing
by short and long-term debt did not
have any impact on the calculation
of the debt-to-assets ratio. Such
diversification is reflected by the next
financial index.
The last financial ranking criterion is
the liquidity index, which is calculated
as the relation between current
assets and the sum of short-term liabilities and short-term prepayments.
Football clubs are quite peculiar
business life entities and their current
assets consist mostly of short-term
receivables, i.e. receivables on the
account of sales of television rights or
transfer receivables, as well as cash
funds. On the other hand, short-term
liabilities are a debt that must be
settled by the club within the period
of one year. Such liabilities arise
mostly from credits and loans taken
by the club, as well as from current
activity, i.e. goods and services
purchased, remunerations paid and
transfer activity. The liquidity index
shows the ability of the club to settle
liabilities arising from current activity.
The higher its value, the better the
credibility of the club with respect to
business partners. The weight given
to the liquidity index is 25%.
Weight
Average TV audience on nc+ digital platform in season 2014/2015
30%
Average match attendance in season 2014/2015
30%
Advertising value equivalent in season 2014/2015
20%
Value of club merchandise sold in season 2014/2015
20%
SPORTS-BUSINESS EFFECTIVEMEDIA & MARKETING RANKING
NESS RANKING
Two criteria had the biggest influence
The prevalent impact on the score
on the score in the media and marketing area: average TV audience on nc+ given for sports-business effectiveness has the place reached in the
digital platform and average match
Ekstraklasa table at the end of season
attendance in season 2014/2015.
2014/2015. League matches are the
Both criteria were valued at 30%.
most important part of any football
They are the most important factors
club activity and thus they are the
with respect to determining media
most measurable factor for its effiinterest in a club. Higher TV audience
and higher match attendance result in ciency. The score for the final place
in the Ekstraklasa division was valued
better sponsorship contracts. The esat 40%.
sence of football club activity is to
The following two criteria – the
attract as many fans as possible, both
at the stadium and in front of TV sets. number of national team players and
the number of youth players – were
The weight of 20% was given to
valued at 30% and they are connected
advertising value equivalent, i.e. eswith the sporting potential of the
timated media value of all sponsor
players. The criterion of the number
logos displayed with respect to the
total activity of a club. In other words, of national team players includes
players who represented their counadvertising value equivalent shows
try in international matches played by
the estimated amount of money that
the senior team. The fact that a playthe sponsors would have to contribuer of a given club becomes a national
te to advertising in order to achieve
team player indicates the quality of
the same effect as they achieve by
work made by the training staff of
sponsoring the club.
the club, hence it reflects sporting
Moreover, the value of 20% was given
efficiency. Similar rules apply to the
to the value of club merchandise that
next index, i.e. the
was sold, i.e.
number of players
all sorts of club
National team players
under 21 years
memorabilia
Points given to clubs
who played at
with the club's
least one match in
emblem or
whose footballers played
the Ekstraklasa.
club colours.
for national teams of
It is the effect
Naturally, under
their countries in season
of the sporting
this category,
2014/2015.
activity of football
as well as under
academies, in
the category
which the clubs
of advertising
invest increasingly
value equivamore money. Each talented alumnus
lent, the higher the media appeal, the
presents the opportunity to increase
better the results achieved.
sporting results, and in the future
may provide the club with measurable
financial benefits in the form of
a transfer.
Sports-business effectiveness
Youth national team
players
This category includes
players born on January 1,
1993 or later, who played
in the Ekstraklasa division
in season 2014/2015.
Weight
Final place in the Ekstraklasa division at the end of season 2014/2015
40%
The number of national team players in season 2014/2015
30%
The number of players born after January 1, 1993 who played at least one match in the Ekstraklasa
league in season 2014/2015
30%
BUSINESS RANKING
of Polish Ekstraklasa
Football Clubs
The Polish champion takes wins the business ranking once
again! The scenario from 2014 repeats itself. There is, however,
another champion and thus another victor of the Business
Ranking of Ekstraklasa Clubs. In 2014 Lech Poznań had almost
50% lower revenue than Legia Warszawa and was unable
to clutch victory over Varsovians in marketing and media
classification. Yet it was placed at the top of the general
ranking thanks to being the best club in finance and sportsbusiness effectiveness categories. At the far end of business
ranking there are the newcomers to the Ekstraklasa – the clubs
from Łęczna and Bełchatów. This is a proof that big cities are
the best places for large-scale football development.
The business ranking of football clubs playing in
Ekstraklasa, like the year before, was drawn up on
the basis of 11 indices grouped into 3 categories:
finance, marketing and media, and sports-business effectiveness. Since the criteria used for club
classification and the indices taken into consideration in the current edition of the ranking, as well
as the whole "Football Business Report by Ekstraklasa and EY” are identical to the ones applied in
the previous year, all data are comparable. More
information on the methodology can be found on
page 42 and 45 of the report.
SURPRISE ON THE BUSINESS THRONE
The "locomotive" from Poznań was literally by
a narrow margin (0.2 point) ahead in the ranking
of the second-placed Legia Warszawa. Lech was
second to none in the financial classification
thanks to the most diversified revenue, high
financial liquidity (only Cracovia and Podbeskidzie were better in this respect) and decent debt
index (only Cracovia, Podbeskidzie and Zawisza
had more favourable indexes of indebtedness).
According to total revenue (PLN 65.6 m in total)
"Kolejorz" was second – like the year before.
Legia, thanks to Europa League group matches,
52 | P O L I S H F O OT B A L L B U S I N E S S R E P O R T 2015
was significantly better than Lech as far as the
club revenue is concerned. It was made possible
due to revenue generated by participating in the
European competitions and more than twice
as big revenue from the match days. Moreover,
if not for the transfer of Łukasz Teodorczyk to
Dinamo Kiev, which allowed Lech to achieve the
highest revenue in the league made from transfers in 2014, the Posnanians would likely have to
run up a significant debt in order to make ends
meet. For the operational costs of the club in the
year 2014 reached PLN68.3m, and the revenue
from sales disregarding transfer income barely
exceeded PLN 44.6 m. The sales of players gave
Lech financial breathing space and the club ended
the year with relatively low net loss of PLN 3.7 m.
This clearly shows the financial reality in which
Lech operates. Lack of promotion to the group
phase of European cups means that the club has
to sell the best player. Simultaneously, promotion
does not necessarily have to stop the best players
from leaving the club. Unless we are talking about
the Champions League promotion…
Despite winning the financial classification,
Lech's first place in the business ranking must be
perceived as a big surprise. This is due to the fact
WEIGHTED SUM
Criterion value
100%
Finance
Media & Marketing
Effectiveness
40%
40%
20%
16
15
16
Legia Warszawa
15.60
15.40
15
16
15
3.
Lechia Gdańsk
13.20
13
13
14
4.
Wisła Kraków
11
14
12
5.
12
12
13
6.
Cracovia
14
7
8
7.
Śląsk Wrocław
6
11
10
8.
Pogoń Szczecin
7
9
11
9.
Ruch Chorzów
8
8
6
10.
Korona Kielce
3
10
9
11.
Górnik Zabrze
5
6
7
12.
Podbeskidzie Bielsko-Biała
10
3
1
13.
Piast Gliwice
4
5
5
14.
Zawisza Bydgoszcz
9
1
2
15.
PGE GKS Bełchatów
1
4
4
16.
Górnik Łęczna
12.40
12.20
10.00
8.80
8.60
7.60
7.00
5.80
5.40
4.60
4.40
2.80
2.20
2
2
3
1.
Lech Poznań
2.
The table shows the scores in particular categories of the business ranking. They range from 16 for
the best team to 1 for the weakest team.
that it is Legia which is the marketing
and media tycoon. The club from Warsaw won effortlessly in this category,
gaining maximum score in three out
of four aspects. Legia dominated the
following classifications: TV audience
of nc+ platform (average audience was
209,000 for each league match), worth
of club merchandise sold (PLN 8.7 m
revenue on this account) and advertising value equivalent, i.e. estimated
media value of all sponsor logos
displayed with respect to the whole
activity of the club (PLN 65.9 m).
The only category that was not dominated by the club from Warsaw, was
the stadium attendance. Legia was
placed third in this category, losing
both to Lech and Lechia. The average
attendance of 16,596 is the worst
result since the new stadium on Łazienkowska street was commissioned.
Even intense efforts to improve the sales of entrance tickets, including lifting
the necessity to buy fan cards, did not
bring expected outcome.
As the champion and the runner-up
were triumphant in financial and mar-
keting and media classifications, the
decisive classification that would give
one of them a final win in the business
ranking was the sports-business effectiveness area. In this matter Lech was
awarded maximum score for winning
the Ekstraklasa division. Both clubs
were placed ex aequo on top of the
ranking with respect to the number of
national team players (six in each club).
"The Legionnaires", in order to win
against "Kolejorz" in the effectiveness
classification and therefore the overall
ranking, had to beat their rival from
Poznań in the number of players under
21 years old who participated in the
Ekstraklasa league matches. Lech had
10 such players in season 2014/2015,
while Legia had 9. It is worth adding
that the most youth players – as many
as 12 – played in Lechia. Therefore,
after a fight that was nearly as exciting
as the finishing of the Ekstraklasa
league in season 2014/2015, Lech was
able to outrun Legia in the business
ranking by... one player born after
January 1, 1993. And it was enough to
bring the Posnanians a final triumph!
14
of the Ekstraklasa clubs
increased their revenues in
2014! Last year, an increase
was recorded by 10 clubs.
454
mln PLN
total revenues of all clubs
in 2014, down by 4.7 million
comparing to 2013. The
decline was due to relegation
of Zagłębie Lublin.
Income on
match day
Sponsoring
Revenues from
and advertising broadcasts
Revenues from
transfers
Other
Legia Warszawa
Lech Poznań
Lechia Gdańsk
Wisła Kraków
Cracovia
Pogoń Szczecin
Śląsk Wrocław
Ruch Chorzów
Górnik Zabrze
PGE GKS Bełchatów
Korona Kielce
Piast Gliwice
Zawisza Bydgoszcz
Podbeskidzie
Bielsko-Biała
Górnik Łęczna
0
20
40
60
80
100
Revenue structure of clubs in 2014 (in PLN million)
This clearly shows how close the competition between the two dominant
forces in Polish club football is. The
benefit from this rivalry will be even
greater for the whole league, the longer Lech and Legia will compete in the
European cups. However, as the business ranking shows, there is another
force emerging in the Ekstraklasa that
can stir things up in the Poznań-Warsaw domination.
WHERE DOES MONEY NOT PLAY
(YET)?
The third business power in the Ekstraklasa is Lechia Gdańsk which took the
third place in the general classification.
Therefore, it was able to retain its last-year position. One can assume that if
not for the false start at the beginning
of the season and revolutions among
players and coaches alike, Lechia could
have competed against the leading
two clubs both on the field and in the
business ranking. In the case of the
footballers from Gdańsk it is worth taking note of a few issues which allowed
them to stand out in the fiscal year
2014 and season 2014/2015. First of
all, Lechia exceeded the revenue threshold of PLN 40 m. This gave the club
the third place in this classification,
behind Legia and Lech. The revenue
of the club from Pomerania increased
by PLN 13 m, i.e. by over a whopping
47%! Only the newly promoted clubs
from Łęczna and Bełchatów reported
higher revenue dynamics. Lechia was
also placed third in terms of revenue
diversification. Along with decent debt
and liquidity indices, this gave "the
Greens" the fourth place in the financial classification.
Secondly, perhaps the biggest success
of Lechia in season 2014/2015 was the
increase of attendance on PGE Arena,
on average by almost 4,000 viewers
per match and outrunning Legia in
this matter. And all this despite the
fact that the players from Gdańsk
showed very changeable performance
throughout the whole season... This
shows the marketing leap that Lechia
was able to make during the season. In
terms of media interest the club was
also placed 4th, behind Legia, Lech and
Wisła. The result was complemented
by the 3rd place in the effectiveness
ranking. It was achieved thanks to the
largest number of players (12) under
21 years old who were representing
the club from Gdańsk on the football
fields in the Ekstraklasa division
matches and the third highest number
of national team players (4). Thereby
Lechia confirmed in the business
ranking its ambitions to become the
third major power in the Ekstraklasa.
The club was short of achieving total
success as it did not get promoted for
the European cup matches.
The 4th place in the business ranking
was awarded to Wisła Kraków, which
finished the season 2014/2015 on the
6th place in the league table. "The
White Star" took the first place outside
of the podium for the second time in
a row. This happened despite the fact
that, for several years, the club has
been struggling financially and has
been trying to overcome significant
debt by implementing savings policy.
Despite all problems and challenges,
Wisła is still the fourth major power in
the league when it comes to revenue
generation PLN 32.8 m in 2014. It is
also a club with exceptionally high
2013 2014
100 000
80 000
60 000
40 000
28 376
20 000
Podbeskidzie
Bielsko-Biała
Zawisza
Bydgoszcz
Korona Kielce
Piast Gliwice
Jagiellonia
Białystok
Ruch Chorzów
PGE GKS
Bełchatów
Górnik Łęczna
Pogoń Szczecin
Cracovia
Górnik Zabrze
Lechia Gdańsk
Wisła Kraków
Śląsk Wrocław
Lech Poznań
Legia Warszawa
0
Revenues of Ekstraklasa clubs in 2013 and 2014 (in PLN thousand)
media interest (3rd place in marketing
and media category of the ranking)
the third mostly viewed club on nc+
platform (161,000 viewers on average), and also third with respect to the
worth of club memorabilia and T-shirts
sold, and ranked 4th in connection
with attendance at the stadium. If we
look at sporting effectiveness classification, Wisła only stood out in terms
of the number of national team players
in the club (3). Such results of "the
White Star", which has been struggling
for some time now, show that it is
still a club with amazing potential and
a recognized brand on the football
market. Finding a sponsor whose logo
can be put on the shirt and consistent
savings policy in order to decrease the
debt should give Wisła measurable
benefits in the long term. From the
sports point of view, however, it seems
that rejuvenation of team members is
indispensable. Perhaps more frequent
use of Central Junior League victors
from 2014 would be the solution?
A BOMBSHELL IN THE BUSINESS
SPEARHEAD
As many as four places up the ladder
in the business ranking compared to
year 2014 was awarded to Jagiellonia
Białystok. The club, which in season
2014/2015 took the highest place in
the Ekstraklasa division in its 95-year
history, managed to improve every
aspect considered in the ranking.
In financial terms, “Jaga” went two
places up – from 7th to 5th. It managed
to increase its income by a whopping
38.6%. As a result, the amount of
revenue for the second time in the last
8 years exceeded PLN 20 m. Finally,
Białystok could open a beautiful and
modern stadium. However, in the
current edition of the business ranking
the impact of the newly built stadium
is not significantly visible in revenue,
as in the calendar year of 2014. Jagiellonia managed to play only three
matches on a fully-opened Municipal
Stadium with a capacity of over 22 thousand people. However, taking into
consideration the fact that "Jaga" was
able to fill up the stadium in the second
part of 2014/2015 season, it is expected that they will see growth of revenue from match days for the year 2015.
Meanwhile, exceeding the income
threshold of PLN 20 m in the fiscal year
of the 2014 was possible mainly due to
transfer income which turned out to
be one of the highest in the league and
amounted to over PLN 6 m.
In the marketing and media classification "Jaga" was also placed 5th.
All thanks to equal positions in the
following classifications: average TV
19.8%
percentage by which the
revenues from football transfers
of all Ekstraklasa clubs increased
in comparison to 2013.
15.4%
increase of revenues of the clubs
from TV broadcasts.
2013
160
109
52
73
65
Matchday revenues
Other
Revenues from football transfers
Revenues from broadcasts
Sponsoring and advertising
2014
135
55
62
126
76
Matchday revenues
Other
Revenues from football transfers
Revenues from broadcasts
Sponsoring and advertising
Revenue structure in 2013 and 2014 (in PLN m)
audience of matches broadcast on
nc+ and the value of club merchandise
sold. This was complemented by the
6th place in average stadium attendance during 2014/2015 season and in the
advertising value equivalent. Marketing and media is a category in which
the club from Białystok reported the
highest leap up the ranking ladder – as
many as 7 places up. In the previous
edition of the report Jagiellonia was
ranked 12th in this category.
The fourth place of the club originating
from the Podlasie region in the category of sports-business effectiveness
should not be surprising due to the
excellent final place in the league and
outstanding work with youth players.
In season 2014/2015 "Jaga" fielded
nine players under 21 years old. It was
the fourth result, following Lechia,
Lech and Pogoń, and equal to Legia.
However, unlike any other club from
the Ekstraklasa division, young players
of Jagiellonia had the biggest impact
on the overall team performance.
It suffices to mention that the first
goalkeeper playing for Jagiellonia
in season 2014/2015 was not even
18 years old and left and right defenders, as well as a left winger, were under 23 years old. In season 2015/2016
"Jaga" will be put to a serious test
– a competition in the European cups.
Considering the fact that in 2014 the
club spent almost the least on players
wages out of all the Ekstraklasa division clubs (only Podbeskidzie Bielsko-Biała spent less) and the fact that the
team from Białystok is participating in
the European competition makes one
think of the club budget management.
The question is, whether Jagiellonia
is able to maintain its sporting performance and cost effectiveness when it
is faced against European challenges.
THE CRACOW PARADOX
Cracovia, for the second time in a row,
was placed just behind Lech and Legia
in the financial classification of football
clubs. However, relatively poor sports
results in season 2014/2015 caused
the second club from the former Polish
capital city to plummet in the business
ranking – ending up in the 6th place.
Regardless, "The Stripes" are the only
representative of group B, commonly
known as the relegation group, in the
upper part of the business ranking.
We must again underline in our Football Business Report that "The Stripes"
have all the arguments needed to play
Górnik Łęczna -18%
Pogoń Szczecin -20%
Ruch Chorzów -71%
Korona Kielce -69%
Wisła Kraków -19%
Górnik Zabrze -71%
Śląsk Wrocław 3%
Zawisza Bydgoszcz 9%
Lech Poznań -8%
Podbeskidzie Bielsko-Biała 12%
PGE GKS Bełchatów 16%
Lechia Gdańsk -10%
Jagiellonia Białystok 44%
Piast Gliwice 2%
0
Legia Warszawa -6%
20
Cracovia 8%
40
-20
-40
-60
Net profitability of clubs in 2014
in the top of the Ekstraklasa division...
but there is still something missing.
It seems that there will be no better
moment for celebrating sports success
for the club on Kałuży street. The local
rival from the other part of Cracow is
struggling with numerous weaknesses,
which poses an ideal opportunity for
Cracovia to seize football domination
in the city. This in turn presents an
opportunity to increase the number
of supporters. Meanwhile, Cracovia
stands out only in the financial field,
and that is mostly thanks to Comarch,
which has been supporting the club for
many years. The fifth highest income
in the league (PLN 26.9 m), second
best liquidity index and by far the
lowest debt are the main advantages
of "The Stripes".
Things do not look so pretty when it
comes to marketing and media classification. Most of all, the TV audience on
nc+ platform is surprisingly low, considering the city size from which the club
originates. In this respect, Cracovia
was only able to outrun Zawisza, Piast,
GKS, Górnik Łęczna and Podbeskidzie.
Low viewership resulted in the fourth
lowest advertising value equivalent.
These factors are surprising as the
attendance on Cracovia stadium is
the seventh highest in the league and
it certainly would be even higher if
"The Stripes" had shown throughout
the whole season the level of performance presented in the season ending.
The value of merchandise sold also
allowed the club to be placed 7th.
As far as the sports-business effectiveness is concerned, attention must surely be paid to the youth players. In season 2014/2015 "The Stripes" were
represented by 6 players under the
age of 21. This is only half of Lechia’s
result, however, two of the Cracovia
players started to play very important
roles in the team. They became the
stars of the team which in the previous
year clearly lost to Wisła in the Central
Junior League: Bartosz Kapustka and
Mateusz Wdowiak. Meanwhile, none
of the youngsters in Wisła managed to
make such an impact in their team...
This shows that Cracovia is investing in
the future. Now the time has come to
perform very well and very consistently throughout the whole season – not
just half of the round like in season
2014/2015.
LITTLE STABILITY OF LARGE
CLUBS
7th place in the business ranking was
awarded to Śląsk Wrocław – a result
lower than the year before by one
2x
There was no club in the
Ekstraklasa whose costs
would double the value of
its revenues in 2014.
PLN
42.1 m
was the total net loss of all
Ekstraklasa clubs in 2014.
In 2012, the loss was 110
million.
spot. By contrast, Pogoń Szczecin was
able to defend its 8th place. The final
score of the club from Wrocław was
the result of the 11th place in the financial classification, 6th in media and
7th in sports-business effectiveness.
The club managed to improve only
in the latter. Obviously, the club has
implemented saving policy, though,
and is consistently acting in line with it.
The operational costs decreased from
over PLN 40 m in 2013 to just over PLN
26 m reported in the latest ranking. For
the first time in the history of Football
Business Reports, Śląsk reached a net
profit even despite decrease in revenue
by 43%. For the first time in 4 years,
revenue of the club from Wrocław did
not exceed PLN 20 m.
The biggest worry for Śląsk is the attendance at the stadium. The facility,
designed and built for Euro 2012 that
can house over 42 thousand supporters, during Śląsk matches is filled up
only to about a quarter of its capacity.
The average attendance in season
2014/2015 was 10,963. Adding to this
the fact that in season 2014/2015 Śląsk
did not participate in any European cup
was enough to decrease revenue from
match days by 55%.
Paradoxically, the attendance at the
stadium was... the strongest point of
Śląsk in marketing and media classification. The club was ranked 5th in this
respect. The club had poorer results
in TV audience on nc+ platform (7th),
sales of club merchandise (8th) and
advertising value equivalent (12th).
As far as effectiveness is concerned,
the club clearly stood out in terms
of sports results in the Ekstraklasa
division. Other two indices (number of
national team players and U21 players)
gave Śląsk a place in the lower parts of
the ranking.
Pogoń Szczecin was awarded the 8th
place in the business ranking thanks
Zawisza Bydgoszcz 210
Ruch Chorzów 225
Górnik Łęczna 139
Pogoń Szczecin 169
Korona Kielce 267
Jagiellonia Białystok 115
Lechia Gdańsk 318
Wisła Kraków 287
Cracovia 184
Górnik Zabrze 315
0
Piast Gliwice 177
50
Śląsk Wrocław 174
100
Lech Poznań 295
50
Legia Warszawa 323
200
PGE GKS Bełchatów 117
250
Podbeskidzie Bielsko-Biała 71
300
Costs of player salaries / point won
(taking into account the points awarded in all matches; the calculation does not take into account the division of points after 30 Ekstraklasa rounds)
to the 10th position in finance, 8th
in marketing and media, and 6th in
sports-business effectiveness. Both clubs analysed above, despite similar
revenue value and the fact that they
originate from large cities located in
the western part of the country, are
anything but the same. Śląsk does not
have its major sponsor – Pogoń has
one, namely Azoty Group. Śląsk has
a large and beautiful stadium, whereas
in Szczecin it is still unknown when
the modernisation works of the old
facility named after Florian Krygier
start. The club from Wrocław has been
reporting lower revenue for 3 years; in
Szczecin for 4 years the revenue has
been growing. Also the team of Pogoń
is over 30% cheaper in wages than the
Śląsk team. All in all, the clubs are in
entirely different development stages,
yet for 2 years they have been very
close in the business ranking. This is
because they share similar media
potential and score in sports-business
effectiveness. The aspect that distinguishes "The Dockers" not only from
Śląsk, but also the majority of clubs
playing in the Ekstraklasa division, is
making investments in youth players
and giving the young team members
the opportunity to prove their worth
having on the field... In season
2014/2015 Pogoń was represented by
10 players under 21 years old and some
of them were the pillars of the entire
team. Those were, among others,
Łukasz Zwoliński, Hubert Matynia and
Sebastian Rudol.
BUSINESS GROUP B OR IN OTHER
WORDS: THE FIGHT FOR SURVIVAL
The second group of 8 teams placed
in the business ranking is led by Ruch
Chorzów. The club was ranked 9th
in finances, marketing and media
classifications, as well as 11th in sports-business effectiveness. The players
from Chorzów stood out in this edition
of the ranking in terms of 17% growth in revenue and... the worst net
profitability index (-71%). This caused
the club's increase in debt-to-assets
ratio compared to 2013. Admittedly,
"The Blues" are implementing savings
policy, but in 2014 no significant ef-
fects of this activity were visible. Operating costs decreased by around PLN
4 m, but they were still definitely too
high in relation to revenue gained. The
issue a new stadium for Ruch is still
unclear. Hence, in the following years
the club from Chorzów can only hope
for the increase of profit from match
days. And the potential for it is likely
to exist, as Ruch was ranked 6th in the
category of club merchandise sold.
The top priority for "The Blues" in the
coming months should be balancing
the budget and, particularly, reworking
the cost aspect of the budget.
The 10th place in the ranking went
to Korona Kielce (improvement compared to 13th place the year before),
and 11th to Górnik (10th last year),
i.e. the clubs which became subjects
of a debate every month, whether
their cities would again rescue them
financially so that they could make
ends meet. As long as in Górnik the
prolonged construction of the new
stadium is to blame, in Kielce there
is no major sponsor and the club
lacks any long-term development
perspective. Even though Korona has
a relatively new football facility, in
terms of attracting fans it is no match
to Vive Targi Kielce – definite European
top class in handball. The team from
Kielce does not look promising neither
in the marketing and media context,
nor in sports-business effectiveness,
so it will be very difficult to improve
the situation in the near future. The situation in Górnik looks similar, but only
at first glance. Before the construction
works aimed at rebuilding the stadium
started, the team from Zabrze could
boast with one of the best attendances
in the Ekstraklasa division. The question is, whether since 2011 too many
Górnik supporters have forgotten, how
exciting a visit to the stadium can be...
An interesting case in the business
ranking is Podbeskidzie Bielsko-Biała.
It is another, after Górnik Zabrze,
club from the Silesia region which
is having its stadium under construction. In financial classification
"The Highlanders" were ranked 7th,
despite reporting second lowest
revenue in the league. All this thanks
to the best liquidity index among all
16 clubs and the third best debt index.
Podbeskidzie is supported by local
authorities and sponsors (Murapol and
Kredyty Chwilówki). Furthermore, in
2014 the club was exceptionally frugal
with respect to the wage budget that
was the lowest in the league. As it
turned out, it is possible to stay in the
Ekstraklasa division by spending on
wages about 12% of the amount that
Legia contributes to its players wages.
Traditionally, Podbeskidzie was ranked
way at the bottom of the following
classifications: marketing and media
and sports-business effectiveness –
in the latter the club was ranked the
lowest in the league. Is commissioning
a new stadium going to have an impact
on the marketing potential of "The Highlanders"? For sure! If this goes
hand-in-hand with good team performance, one can expect Podbeskidzie
to go up the ranking ladder in its future
editions.
The last four places in the ranking are
occupied by Piast Gliwice, Zawisza
Bydgoszcz and the newly-promoted
teams of season 2014/2015: Górnik
Łęczna and GKS Bełchatów. Each
of these clubs was struggling with
significant sports problems during the
season and each of them was in the relegation zone almost until the very last
league match. The saddest on the list
is the case of Zawisza, which played in
the European cups, and has a modern
stadium in a large city. However, for
several years the club authorities are
unable to reach agreement with some
of the supporter groups. The situation
around Zawisza was so tense that
finally the club reported the worst attendance in the whole league and the
poorest TV audience on nc+ platform.
The last position in the media and marketing ranking and the second to last
in sports-business effectiveness classification caused that even the second
lowest debt index and the 4th place
in financial liquidity aspect (securing
the 8th place for the club in financial
part of the ranking) did not manage to
improve Zawisza's position in the business ranking. Piast only stood out with
respect to the number of youth players
– it managed to take the 6th place.
Other results were corresponding to
club sports achievements.
The last places in the business ranking
of the newly promoted clubs are the
effect of poor sports results, low
revenue and narrow diversification of
income. As a matter of fact, the income of both clubs comes mainly from
the major sponsor. A low place in the
ranking table was also caused by relatively poor attractiveness of these clubs
as sports rivals, translating into low TV
audience of Górnik and GKS matches
5.3%
increase of revenues in
14 clubs playing in the
Ekstraklasa league both in
2013/2014 and in 2014/2015
seasons.
12%
percent of Legia’s salaries
expense was spent by
Podbeskidzkie to pay its
players
on nc+ platform. Looking at the top
teams of the business ranking, it is
hard to escape the impression that the
future belongs to clubs which possess
higher supporter potential. This has
been confirmed by hard data. The first
8 clubs in the business ranking included
only one club originating from a city
with a population of less than 300,000
– Jagiellonia. Similarly, only one club
from a city with a population of over
300,000 was placed in the second part
of the ranking – it was Zawisza. The
conclusion is self-explanatory: large
cities are more favourable for the development of football on the Ekstraklasa
level and this is where the future of big
football business is.
Authors of articles
containing financial
analysis: the team of EY,
the professional services
firm (contact info - page
155)
Authors of articles
concerning sports results,
marketing and
media: the team of
Ekstraklasa S.A. (contact
info - page 154).
Ekstraklasa clubs
62
Lech Poznań
66
Legia Warszawa
70
74
Śląsk Wrocław
78
Lechia Gdańsk
82
Wisła Kraków
86
Górnik Zabrze
90
Pogoń Szczecin
94Cracovia
98
Ruch Chorzów
102
Korona Kielce
106
Piast Gliwice
110
114
Górnik Łęczna
118
Zawisza Bydgoszcz
122
PGE GKS Bełchatów
Lech
Poznań
Name of the team: Lech Poznań
Name of the company: KKS Lech Poznań Joint Stock Company
Address: 60-320 Poznań, ul. Bułgarska 17
Tel.: +48 61 886 30 00
#CzteryDychyLecha,
a picture showing 4
fingers invites forty
thousand people to
attend matches
The Polish Champion, the best in the business
ranking of the Esktraklasa clubs. The same
situation happened 2014 but this time we have a
different champion. Lech succeeded in deposing
Legia in the division and in the ranking. Lech
Poznań won the financial ranking (despite
revenues 50% lower than Legia) and sports
effectiveness. The opponent from Warsaw
scored better in terms of marketing and media.
SPORT
If the name of the club was to describe
the style of playing, then Lech should
be renamed after the season to “The
Chase” because it won its champion
title after a very long chase of Legia.
Lech Poznań was ranked 1st after
the inaugural round. It had to wait for
67
The highest number
of goals scored
POLISH
CHAMPIONSHIP:
POLISH
CUP:
SUPERCUP:
7 times,
last in 2015
5 times,
last in 2009
4 times,
last in 2009
months to climbagain at the top of
the ranking.At the peak- between
the 16th and 18th roundof games
- theadvantage of Legia over Lech
Poznańwas asmuch as 9 points. However it turned out that the machine
from Poznań, with Maciej Skorża as
the coach since September 2014,
had a more powerful engine than
the opponent. In the 31 st round Lech
was clearly ahead of Legia and did
not want to giveupthe lead. During
the entire season the team lost only
fourtimes - the best result outof all
teams in the league. The team from
Warsaw did not make it to this group.
The team from Poznań won twice
and drew once against the team
from Warsaw proving its class. Lech,
known for strikers asgood as Robert
Lewandowski, Artjoms Rudnevs or
Piotr Reiss, had, this time, less effective but very usefulsharpshooters.
Zaur Sadajew made it only five times
to the list of shooters and Dawid
Kownacki scored four times. However
it was Lech Poznań that scored the
most goals in the 2014/2015 season
of all teams (67). The responsibility
for this game element was divided
between 16 players. The leader in
this respect was Kasper Hamalainen, who scored 13 goals.
The defence of Lech Poznań
also deserves to be praised.
Lech and Legia let in the
fewest goals (33). Due
to the versatility in the
attack and consistence
in the defence, Maciej
Skorża was able to
create a team.
MARKETING
AND MEDIA
Winning the Polish Championship
contributed to the increase of the estimated media value of Lech Poznań:
from PLN 36 m in the 2013/2014 season to almost PLN 54 m. Just like in
previous seasons, the club is amongst
the top teams when it comes to the
number of supporters, TV audience
and sales of shirts. For the third
time in a row, Lech Poznań had the
highest attendance at its stadium.
On average, 20,261 spectators see
a match. A total of 364,692 people
visited the stadium in Bułgarska
Street during the entire season. It is
worth mentioning that, as a result of
the cooperation with the marketing
event #CzteryDychyLecha (forty
thousand for Lech), the record of
spectators in the INEA Stadium was
broken during the last match against
Wisła Kraków. 41,556 supporters,
who wanted to celebrate the Polish
5
matches were lost by Lech
in season 2014/2015, least
in Ekstraklasa
championship with the players, came
to see the match.
Over 6 million viewers watched
matches of Lech Poznań on TV in
the 2014/2015 season. Supporters
bought 7,000 club shirts (2,500 shirts
more in comparison with season
2013/2014) This gave the second result in Ekstraklasa in both categories.
At the end of the season, Lech started
the action “We move The Legend to
the Bułgarska Station” which is to
remind the people of the rail heritage
of the club. The aim of the initiative is
to move a 150-ton locomotive in front
of the INEA Stadium, as a symbol
of the main values of Lech Poznań:
strength, steadfastness and determination.
7,000
shirts were sold by Lech Poznań
in season 2014/2015
61
sales points
364,692
supporters attended the INEA Stadium
in season 2014/2015
Name of the team: Lech Poznań
Name of the company: KKS Lech Poznań Joint Stock Company
e-mail: [email protected]
Web: www.lechpoznan.pl
Fanpage: www.facebook.com/lechpoznan.oficjalna
FINANCES
For the first time in three
years Lech Poznań outran
Legia in the financial
ranking of Ekstraklasa.
The revenue of Lech
Poznań with transfers
amounted to PLN 65.6 m
and were slightly higher
than in 2013 (PLN 65.2 m).
However, Legia reported
better financial results
in terms of revenue
(PLN 115 m with transfers),
but it had lower indices of
liquidity, debts to assets
ratio and revenue
diversification. What is
more, the difference in
revenue between the
two biggest Polish clubs
stopped to grow.
Expenditures of biggest football
clubs on players’ salaries:
The balance from 2013 has been
maintained. Lech Poznań had lower
wage costs than Legia Warszawa by
50%. Lech Poznań spent a total of
PLN 27.8 m on salaries, and Legia PLN 57.2 m. In the case of Lech
Poznań, the cost of each point in
PLN 295.400 and it was the fourth
highest result in the league, just after
Legia, Górnik and Lechia.
The revenue from the match day of
Lech and broadcasts amounted to
PLN 8.3 m and 11.7 m, respectively.
The revenue from participation in
UEFA tournaments was very modest
and amounted to PLN 548,000 and
14,000 respectively. This confirms
that
PLN
without being present in the
group phase of a European
cup, a Polish club club has to
sell its players to function on
such a scale as Lech Poznań
8.3 m
the revenue of Lech from
a match day
Lech
PLN 21,861,000
Legia
PLN 35,516,000
PLN
11.7m
the revenue of Lech from TV
broadcast
That is the reason why Lech reported
revenues from transfers higher by
PLN 7 m than Legia that was second
in the classification. The transfer of
Łukasz Teodorczyk to Dynamo Kiev
contributed the most to the sum of
PLN 20,9 m. It is worth mentioning
that in the last years the budget of
Lech Poznań was fixed by the transfers of Aleksander Tonev to Aston Villa and Artjoms Rudnevs to Hamburger
SV. If the club will not make it to the
group phase of the European Cup,
then transfers of further players are
imminent.The share of sponsorship
and adver-tisements in the revenues
of Lech Poznań is 26.6%. The revenues from contracts with sponsors and
commercial amounted to PLN 11.9 m.
The share of the main sponsor (Star-Typ Sport) in the total revenue of
Lech Poznań is only 4.7%. The abovementioned revenue frombroadcasts
(PLN 11.7 m) represents 26.2% of the
revenues of the club.Lech Poznań had
the most favourable revenue diversifi-
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
41,609
seats
1922
Invesco
Joint Stock
Company
blue-white
Clubs with the highest
liquidity index
(cash and receivables vs current liabilities):
Podbeskidzie
Bielsko - Biała
1.61
Cracovia
1.46
Lech
Poznań
0.87
0
0.5
1
1.5
Highest revenues from
transfers
Lech
PLN
Lechia
20.9 m
PLN 10.7 m
Legia
PLN 13.3 m
cation index in Ekstraklasa (0.26 - on
a par with Legia) which means that
its sources of revenue are balanced in
the best fashion. The liquidity indexof
0.87, the third highest just behind
Podbeskidzie and Cracovia, proves
that this club is credible for business
partners. With a debt-to-assets
ratio of 98.4, Lech is fourth among
the most financially stable clubs.
The above-mentioned data clearly
shows that Lech is a harmoniously
developing club with diverse sources
of revenue and a strong supporter
base that generates, in the form of
matchday revenues, 18.5% of the
total revenue of the club. However
without international success, the
“Locomitive from Poznań” will still remain a club that struggles to achieve
a higher organizational, as well as, in
the longer perspective, sports level.
Lech Poznań in a sense was forced
by his players and former coaches to
follow a transfer policy, as evidenced
by transfers of Teodorczyk, Tonev,
Rudnevs, Krivets, Peszko or Lewandowski. However, in order to achieve
European success, the leading team
in Poland has to be confident while
playing with such teams as the half-amateur Stjarnan from Iceland.
Jagiellonia
PLN 6 m
Wisła
PLN 5.2 m
Legia
Warszawa
Name of the team: Legia Warszawa
Name of the company: Legia Warszawa Joint Stock Company
Address: 00-999 Warszawa, ul. Łazienkowska 3
Tel.: +48 22 318 20 00
9.664
club shirts were bought by the
supporters of Legia
Legia Warszawa ranked second in the business ranking
2015. Having in mind season 2013/2014, when Legia
Warszawa won all classifications of the ranking, noone
would have expected such an outcome by then. This time
however Lech Poznań was the winner of the financial
category despite the fact that the revenue of Legia
in 2014 was the highest in history out of all clubs of
Ekstraklasa. Legia was also second in the effectiveness
classification and best in the marketing and media
category.
SPORT
Górnik Zabrze, Ruch Chorzów and
Wisła Kraków managed to win the title
of the Polish Champion at least three
21
victories of Legia
in season 2014/2015
- the highest number
out of all clubs
POLISH
CHAMPIONSHIP:
POLISH
CUP:
SUPERCUP:
10 times,
last in 2014
17 times,
last in 2015
4 times,
last in 2008
times in a row. At he beginning of the
season, Legia wanted to achieve the
same. Unfortunately it did not succeed at the end of the main phase and
was ranked second, which was
regarded as a defeat in the capital
city. Legia seemed to be the most
disappointed team on the Esktraklasa podium in season 2014/2015.
After the 12 round the team coached
by Henning Berg became the leader
and stayed in this position to the
last match of the preliminary part of
the season. The advantage over the
next team at that time was up to six
points.
This advantage decreased during the
spring round, but Legia still stayed at
the top of the table even though the
teams following it switched places.
The situation changed in the first series of matches of the final round.
Legia lost against Lech at its own
stadium (1:2) and lost
the position of the leader with
Lech Poznań taking over the
position. After that, Legia
did not manage to regain
their position. That is the
reason why after the final whistle of the referee, the
players with the “L” letter on
their shirts felt that they lost the
championship and did not
appreciate the silver medal. There
was only 1-point difference between
the two clubs. This was the distance
between joy and sadness. What did
go wrong? In the entire season, Legia
won two matches more than the main
opponent. At the same time, when
Legia was at the top of the table,
the team lost the highest number
of matches amongst all leaders of
European divisions. It lost 9 matches.
No team in the history of the top
division in Poland has ever played so
many matches without scoring any
points. As season 2014/2015 showed,
it was not Legia to break this series.
Three lost matches against the main
opponent also contributed to the loss
of the championship title. Legia lost
twice and drew once against Lech.
If they had managed to draw once
instead of losing, the championship
title would have stayed in Warsaw.
MARKETING
AND MEDIA
Matches of Legia were the most
popular among viewers. A total of 7
million people watched matches of
Legia on TV.
Legia Warszawa also got good
in the category of attendance on stadiums, as well as the number of sold
season tickets and shirts. Although
season tickets for the matches of
Legia are the most expensive ones,
the club had the second best result
just behind Wisła Kraków. 7,842 such
tickets were.
This shows that Legia has a vast number of loyal supporters. They bought
the biggest number of club shirts in
comparison with other Ekstraklasa
clubs - 9,664. Supporters visited the
stadium on Łazienkowska Street in
droves. 315,331 supporters watched
matches of Legia at their own stadium in the 2014/2015
This is the second best result of
Ekstraklasa, just after Lech. The hit
match of Legia was the one against
Wisła Kraków in March. 26,096 peopl
watched it live. The match of the 25
round was the most watched match
Legia on paid TV. 413,000 television
viewers is not only a record of the
season in Ekstraklasa, but also the
largest TV audience in the history of
Ekstraklasa broadcasts on Canal+.
Matches against Legia set six records
of attendance at stadiums of other
Ekstraklasa clubs. The introduction
o a free mobile application with
which supporters can access the most
rec information about their club, tur-
ned out to be a success. A new loyalty
program, Legiony (Legions) was
introduced. It honours the most loyal
supporters and refers to the military
traditions of Legia. The membership
offers exclusive privileges and prizes.
If a supporter attends the stadium
on Łazienkowska Street regularly
in order to watch matches and buys
products in the fan shop, he can, for
example, enter the roof of the stadium as an award.
LegiaFit! is a marketing project. Supporters can learn how to cook healthy
with an Internet video channel.
The team of Legia will remember the
past season with regret. Nonetheless,
the scale and impetus of marketing
projects and the highest media value
among Ekstraklasa clubs (over PLN
65.8 m) allows us to assume that
regardless of the sports result, the attendance, TV audience and revenues,
as well as recognition will remain at
a high level.
Legionsloyalty
programme
for supporters
413
thousand supporters watched
match against Lech
Poznań on TV. This was
the highest number in the
history of Ekstraklasa
broadcasts on Canal+
Name of the team: Legia Warszawa
Name of the company: Legia Warszawa Joint Stock Company
Web: www.legia.com
Fanpage: www.facebook.com/LegiaWarszawa
FINANCES
After three years of
domination in the financial
ranking, it is Lech who is
the leader in the current
edition.
In this year’s financial
ranking of Ekstraklasa,
Legia won only in one
category - total revenues.
In the category of revenue
diversification Legia was
ranked 2nd just after Lech
Poznań, and in the
category of liquidity and
debt assets, Legia was
ranked 5th
(outran by Lech Poznań
Zawisza, Cracovia and
Podbeskidzie).
Attendance in stadiums
at stadiums particular
seasons:
2010 / 2011
18,363
2011 / 2012
19,547
2012 / 2013
17,679
2013 / 2014
19,011
2014 / 2015
16,596
0
Does this mean that Legia is no
longer the fnancial leader of Ekstra-klasa? Of course not. It is still the
big-gest fooball club - with a revenue twice higher than its biggest
opponent. The revenue increased in
2014 for the fourth time in a row(!).
This time, however, the dynamic was
not as impressive as in the previous
years. In comparison to 2013, it increased by 0.8% - from PLN 114.3 m
the highest revenue in the
to 115.1 m. This means that another
record has been broken. No other
history of Ekstraklasa
club in the history of Ekstraklasa
has ever achieved such a level of revenues.Over PLN 31.5 m of Legia’s
revenues came from TV broadcasts,
including 23 m from participation
in the group phase of the Europa
League.Moreover, for the third
time in a row Legia achievied the
definitely highest revenue from
revenue from TV broadcast from one round in the division. In 2014
it was PLN 20.4 m. Although this
UEFA (higher
was not enough to break the record
than the sales
set by Lech Poznań in 2010, when
revenue of 11
the club earned PLN 22 m due to its
Ekstraklasa clubs)
participation in the European Cup,
as well as ticket sales. Still, this is
PLN
115.15
m
PLN
22.97
m
10,000
20,000
an impressive result. Revenues from
sponsorship and commercial rights
in 2014 also exceeded PLN 20 m.
Transfer revenues amounted to PLN
13.3 m, but it is already known that
Legia will earn much more from selling its players in 2015. The club sold
Miroslav Radovic and young Krystian
Bielik for over EUR 5 m at the beginning of 2015 (source: Transfermarkt.
de) From the seller’s perspective it
was most valuable for Legia to sell
Daniel Łukasik to Lechia Gdańsk for
the price of EUR 800 000. In the next
editions of the report even higher
transfer rates are to be expected.
The lowest of all Ekstraklasa clubs
revenue diversification index (the
lower the index is, the better the
financial situation of the club) of this
club and Lech, and the share of the
main sponsor in the revenue show
the multitude of sources of revenue
of the Warsaw club. The betting
operator Fortuna delivers slightly
more than 4% of revenue to Legia.
The average for Ekstraklasa clubs is
the 18.9% share of the main sponsor
in the budget.
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
31,023
seats
1916
Dariusz
Mioduski
red-whitegreen-black
Wage costs
2014
2013
PLN 35.52 m
PLN 40.41 m
0.26
is the second best sales
revenue diversification
index out of all clubs of
Ekstraklasa
PLN
8.7
m
revenue from business
activity, which was the
highest in the league
Legia is the club that is least “dependant” on its sponsor. The revenue
from commercial activity (gadget,
souvenirs and shirt sales) also grows
systematically. In 2014, it amounted
to 8.7 m and increased by 21% in a
year or by 832% (!) in comparison to
2007. In 2014, Legia managed to limit the wages of the players despite
a victory in the division games and
reaching the group phase of the European cups, which of course meant
a bonus for the players.
The wages of players amounted
to PLN 35.5 m and were lower
by almost 5 million than a year
before. However, Legia has a team
that is twice as expensive as that of
Lech (PLN 21.8 m). Interestingly,
while the wages of the players
decreased, all wages increased to
a record sum of PLN 57.2 m. The
wage index compared with the
number of scored points in 2014
amounted to PLN 323,000 and was
slightly higher than in other clubs
(despite the fact that Legia has the
highest operational costs in total).
The club from Warsaw spends
relatively much on the salaries of
its players but in return the players
deliver good results, which gives a
salary/point ratio at a level not much
different from Lechia, Górnik or
Lech. Another important point is the
relatively large number of matches
played by the team from Warsaw. In
general the total costs of the club
in 2014 were PLN 5.8 m higher than
the revenue, which resulted in the
first negative financial net result in
three years. The sports result in the
European cups in season 2015/2016
will have the biggest influence on
the financial future of the club. If the
club wants to maintain the current
level of revenue and scale of activity,
then they have to qualify to the
group phase of the Europa League.
Otherwise, Legia might have to cut
costs drastically.
110
points
points gained by Legia
in all matches in 2014
(excluding the division of
points in Ekstraklasa)
Jagiellonia
Białystok
Name of the team: Jagiellonia Białystok
Name of the company: Jagiellonia Białystok
Sports Joint Stock Company
Address: 15-281 Białystok, ul. Legionowa 28/702
Tel.: +48 85 665-21-00
Jagiellonia Białystok is, without doubt, the biggest
surprise of Ekstraklasa in season 2014/2015.
It was ranked 5th in the business ranking - 4 places
higher than a year ago. The following factors
contributed to this result: the 5th place in the financial
classification, the 5th place in the marketing and
media category and the 4th place in term of sports
effectiveness. One of the most important moments of
the season was opening the modern stadium.
SPORT
For the third time in its history,
Jagiellonia Białystok will play in
European cups. In 2010 the victory in
the Polish Cup enabled it to take
part in European games, a year
later it was the fourth place
POLISH
CHAMPIONSHIP
POLISH
CUP
SUPERCUP
brak
2010
2010
in Ekstraklasa. Now, the team has
won the bronze medal, which gives
them the right to represent Poland in
the European League.
This success has to do with the coach
- Michał Probierz. Out of all the current players of Jagiellonia, only the
captain - Rafal Grzyb, has taken part
in the European games, but he has
never played in another club. The coach, who was selected the best coach
of Ekstraklasa of season 2014/2015,
left Białystok in 2011 and coached
various teams including those from
Thessaloniki, Łódź, Kraków, Bełchatów and Gdańsk. However, in no
other club did he repeat the success
of Białystok. Jagiellonia, lead by
other coaches, also did not repeat the
success of Probierz’s times.
In April 2014, the “Polish Guardiola”
came back to Jagiellonia Białystok
and achieved an unprecedented
result - the third place in the final
classification. Before the season we
were perceived as a team consisting
of anonymous players - said Bartłomiej Drągowski in an interview with
Ekstraklasa.org. Today, no supporter
has doubts who is the author of those
words: the winner of the title Discovery and Goalkeeper of the season.
Other highlights are Michał Pazdan,
the winner fn the title Defender of
the Season and Patryk Tuszyński who
will join the national team.
No other Ekstraklasa club collected
so many points in season 2014/2015
in matches against the top two clubs
as Jagiellonia did. The team from
Podlasie won twice against Lech and
8
away victories in
the season, the
highest number in
Ekstraklasa
(on a pair with Legia)
once against Legia. Additionally,
Jagiellonia won 16 other matches and
was ranked 3rd, having a big advantage over other clubs. They lost the
silver medal by only one point but
still the joy in Biał ystok was great.
MARKETING
AND MEDIA
Season 2014/2015 was exceptionally
good for the team from Biał ystok
due to the fact that it was ranked 3rd
in Ekstraklasa but also due to the
opening of a new stadium and the
95th anniversary of the club. All this
influenced the attendance during
matches, TV audience and the
number of sold shirts. The estimated
media value of Jagiellonia increased
as well - to PLN 23,103,234. This is
an increase of almost PLN 3 m in
comparison with season 2013/2014.
The opening of the modern stadium
(during the match against Pogoń)
gave Jagiellonia the highest attendance increase out of all Ekstraklasa
clubs. 112,601 more spectators
attended the municipal stadium in
Białystok in comparison with the
previous year. The stadium was also
one of the most frequently attended
ones in Ekstraklasa (73%).
It is worth mentioning that Jagiellonia is 3rd when it comes to selling
club shirts. As a result of player
performance, the club sold 4,400
shirts: 3,449 more than previously.
The away match against Legia was
the one with the highest TV audience
on pay TV.
286,000 supporters watched matches
live, which was the 5th result of the
season.
marketing event: a series of comedy
videos entitled “Siwy i Seba” with
players and actors. The aim of this
event was to encourage people to see
matches, buy tickets and be active
during events organised by the club.
In season 2014/2015 Jagiellonia
celebrated its 95th anniversary. Due
to this fact, the club organised the
event “Everbody wears club shirts”:
every supporter had to wear the club
shirt with yellow and red stripes
during the game against Wisła
Kraków. It involved not only
supporters but also celebrities,
athletes and the mayor of the city.
The club and
the citizens
of Białystok
encourage the
supporters to
wear„striped
yellowred
club shirts”
73%
of stadium attendance,
which is the third highest
result in Ekstraklasa
in season 2014/2015
21.196
the highest stadium attendance
of Jagiellonia in season
2014/2015
The club organised a very interesting
Name of the team: Jagiellonia Białystok
Name of the company: Jagiellonia Białystok Sports Joint Stock Company
Web: www.jagiellonia.pl
Fanpage: www.facebook.com/JagielloniaBialystok1920
FINANCES
Jagiellonia Białystok is the
great winner of season
2014/2015: not only in
football, but also of the
financial ranking of
Ekstraklasa.
In the financial category of
the business ranking
Jagiellonia was ranked 5th
- 2 places higher than in the
last edition of
the report “Polish Football
Business Report”.
The club increased the
revenue, limited
operational costs including wages - and
was fourth in terms of
transfer revenue in the
league.
In 2014 7 Ekstraklasa clubs
achieved a net profit:
1.
Jagiellonia
2.
GKS
3.
Cracovia
4.
Podbeskidzie
5.
Zawisza
PLN 0.5 m
6.
Śląsk
PLN 0.2 m
7.
Piast
PLN 6.4 m
PLN 2.6 m
PLN 2.1 m
PLN 1.4 m
PLN 1 m
All this contributed to the net
revenue amounting to
PLN
6.4
m
– the highest in Ekstraklasa
in 2014.
The revenue of Jagiellonia increased
in 2014 by 38.6% in comparison with
2013 and amounted to PLN 20.5 m.
This gave Jagiellonia the 7th position
in Ekstraklasa. However, the club did
not manage to achieve the average
value of revenue of Ekstraklasa clubs,
namely almost PLN 28.4 m. Taking
into consideration that in 2014
Jagiellonia played only 3 matches at
the new stadium on Słoneczna Street,
with 22,500 seats, we can expect that
by 2015 the revenue from one match
day will be higher than 1.4 million and
will further influence revenues from
sales. Sponsorship and advertising
provide the biggest share of revenue
in the budget - PLN 7.9 m. This value
decreased in comparison with 2013
by PLN 1.6 m. The share of the main
sponsor – the city of Białystok also
decreased.
In 2013, Jagiellonia received PLN 7 m
from the city. One year later it was
only 2.7 million. The decrease of
revenues from sponsorship and
advertising, as well as of their share
in the total revenue and an increase of
revenues from other sources resulted
in the improvement of the revenue
diversification index in comparison
with the previous edition of the
report. In this respect, Jagiellonia
was second to last in 2013 (Zagłębie
Lubin was last). In the current edition
of the report, Jagiellonia already left
5 clubs behind: GKS Bełchatów,
Podbeskidzie, Górnik Łęczna, Zabrze
and Zawisza.
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
22,386
seats
1920
MTC Plus Sp.
z.o.o., Cezary
Kulesza,
ASDEX Sp.
z.o.o.
yellow-red
PLN 6 m of revenue from
transfers is the fourth best
result amongst all
Ekstraklasa clubs
Lech
Lechia
PLN 20.9 m
PLN 10.7 m
Jagiellonia
PLN 6 m
Wisła
Legia
PLN 5.2 m
PLN 13.3 m
PLN
6.8 m
the total wages of players. These were the
second lowest in the league
Jagiellonia as always fared well in liabilities and financial liquidity, ranking
7th and 6th respectively. The club
had no problems with paying wages
on time and possess many assets
(mainly real estate), which guarantees
comfortable functioning that could
be envied by clubs from larger cities
like Wrocław or Kraków.
Jagiellonia will be heavily tested in
the European cups of 2015/2016.
Recent history proves that Polish one-season wonder clubs do not fare well
when playing in two tournaments.
As every year, transfers were a very
important source of revenue for
Jagiellonia. For the past years, the
club has been selling one of its stars
at the beginning of the season to
secure financial stability. This time it
Dani Quintana who was sold (for
almost EUR 500,000 EUR according
to transfer-markt.de) to the Saudi Al
Ahli. In previous years, the following
players left Jagiellonia at the
beginning of the season: Grzegorz
Sandomierski, Kamil Grosicki,
Tomasz Kupisz and Thiago Cionek.
With Quintana sold, the line-up
revolution that was apparent before
the season (the majority of players,
who had come during the winter
break of season 2013/2014 had left),
came to an end. One of its goals was
to control costs, which is visible in
profits and losses.
The costs of wages of Jagiellonia
players for 2014 amounted to PLN 6.8
m and were the second lowest in the
league!
Only Podbeskidzie Bielsko-Biała
spent less on the players. Having this
in mind, one has to respect the sports
results of Jagiellonia even more
because after the autumn part of the
season they were ranked third.
All this translated into the
second lowest wages cost
index per point in 2014 in the
entire Ekstraklasa. It
amounted to PLN 115,000
and only Podbeskidzie turned
out to be more effective in
this respect (PLN 71,000).
sports and financial problems as a
result. If „Jaga” manages to qualify
to the group phase of the Europa
League, the club will have the unprecedented chance of reaching the next
organizational level.
Zawisza and Ruch, after successful
season 2013/2014, fought to avoid
relegation in the next one and had
Śląsk
Wrocław
Name of the team: Śląsk Wrocław
Name of the company: Wrocław Sports Clubs Śląsk Wrocław Joint Stock Company
Address: 53-434 Wrocław, ul. Oporowska 62
Tel.: +48 71 722 39 36
Śląsk Wrocław, the fourth club of
Ekstraklasa in season 2014/2015,
was ranked 7th in the business
ranking. This is due to the 6th
position in the marketing and media
category, 7th in sports effectiveness
and 11th in the financial ranking.
The club still has to cope with a very
high debt and is looking for a new
owner.
POLISH
CHAMPIONSHIP:
POLISH
CUP:
SUPERCUP:
1977, 2012
1977, 1987
1987, 2012
650
SPORT
The best team of Ekstraklasa’s
Group B of season 2013/2014 played
in the final round in the top half of the
table. It was a successful debut that
was crowned with the fourth place
and the right to participate in the European cups. During the season, Śląsk
was eager to win a better place in the
ranking.
Śląsk Wrocław shared the fate of Legiaand did not end up well in the
spring. Before the winter break,
Tadeusz Pawłowski’s players were
second, just behind Legia Warszawa.
After the re-start of the season, the
players of Śląsk found it hard to play
as good as before. They waited the
longest for a victory in the second
part of the season. It came two
rounds before the end of the main
phase. However, in the final phase the
champions of 2011/2012 got a second
wind. Śląsk owes its fourth place
to its stadium. The team of coach
Pawłowski lost only against Legia and
Jagiellonia at the municipal stadium
during the whole season. Śląsk collected 64% of its points in Wrocław.
At the same time the team employed
a very tight defence. In all 19 home
matches, the team lost only 12 goals
(0.63 per match). No other Ekstraklasa team achieved such a result.
The offensive side of Śląsk does not
look that good. In the goals
classification, the team was better
than only 8 other teams, including
only two from the A group, even in
spite of having great players like
Flávio i Marco Paixão. The lack of
effectiveness translated into a lot of
draws. Śląsk had to share the points
thirteen times with other clubs. The
podium of Ekstraklasa in season
2014/2015 was out of reach for the
club from Wrocław. After one-year
absence, the team of Tadeusz Pawłowski hardly made it to the European
cups. This is the fourth time Śląsk
will be playing in international tournament in 5 years. Only Lech Poznań
and Legia Warszawa represented
Poland more often in UEFA games.
MARKETING
AND MEDIA
Season 2014/2015 meant for Śląsk an
increasing attendance at the
municipal stadium in Wrocław.
However, the percentage of people
attending the stadium built for Euro
2012, does not exceed 25%. Still, the
club reported an increase in
attendance in comparison to season
2013/2014. Numerous marketing
initiatives, like “Don’t look for
excuses” contributed to this result.
They aim at encouraging supporters
to attend Śląsk matches. Śląsk took
part in the eleventh edition of the
action “Children at the Stadium Let’s learn something about
support”. As part of the action
children from schools and sport clubs
got free tickets for the match against
Wisła Kraków. Thanks to this
initiative, children will learn
something about positive support
and the club can encourage
supporters to attend matches of
Śląsk.
The biggest number of supporters
watched the matches against the
Polish champion and vice-champion.
High attendance during the match
against Legia was a result of the
action “Everybody supports Śląsk”,
during which a lot of well-known
citizens of Wrocław supported „The
Green-white-reds”.
Famous
citizens of
Wrocław
support Śląsk
PLN
the cost of VIP ticket for
match of Śląsk
25%
is the average stadium
attendance at the
municipal stadium
in Wrocław
38
goals were scored at
the municipal stadium
in Wrocław in season
2014/2015- the fewest
scored in Ekstraklasa
2
Śląsk experienced only
defeats on their own
stadium in season
2014/2015. This is
the best result in
Ekstraklasa (shared
with Lech)
Name of the team: Śląsk Wrocław
Name of the company: Wrocław Sports Clubs Śląsk Wrocław Joint Stock Company
Web: www.slaskwroclaw.pl
Fanpage: www.facebook.com/slasknet
FINANCES
43,48%
In the financial classification,
Śląsk Wrocław was ranked
11th, which is quite good
considering that one year
before this club was on the
verge of bankruptcy. Effects
of conscious financial
management are already
felt. The decrease of revenue
was substantial but, at the
same time, operational costs
decreased as well.
The decrease of operational
costs
Revenues of Śląsk 2011-2014
34.47
19.47
PLN million
38.20
The revenue of Śląsk dropped in
almost every category. The loss of revenue from match day was the worst
that happened to the accounting
team of the club (PLN 8.5 m to PLN
3.8 m). This resulted from the fact
that the team did not take part in the
European cups (in 2013 WKS played
in the European League). Aother
consequence of the weakens in season 2014/2015 was the decrease of
revenues from sponsorship and commercials from PLN 12.6 m to PLN 8.9
m, almost by a third. Additionaly, in
2014 WKS did not earn even a single
złoty from transfers (PLN 1.3 m for
Sebastian Mila has already been paid
in 2015) - and, in the previous year,
thanks to the transfer of Waldemar
Sobota to Club Brugge, the club got
PLN 4.7 m.
34,03%
29.24
In the current edition
of the report, with almost
PLN 20 m of revenue from
sales (the worst result of
Śląsk since 2010), players
were ranked 8th in the
wages category, just
after Jagiellonia Cracovia
and Pogoń.
The decrease of revenue year
to year
2011
2012
2013
2014
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
42 000
seats
1947
The
municipality
of Wrocław,
Wrocław
Sport
Consortium
green-whitered
7 Ekstraklasa clubs made
a net profit:
PLN 6.4 m
PLN 2.6 m
PLN 2.1 m
PLN 1.4 m
PLN 1 m
PLN 0.5 m
PLN 0.2 m
A subsidy of PLN 6.5 m - in contrast to
2 m in 2013 - coming from the city
saved the budget (apart from incomes
from commercial contracts).
Largely thanks to this, the
club was able to make a net
profit for the first time
in history - over PLN 0.5 m
(in comparison with
a PLN 6 m loss in 2013).
This means that WKS achie-ved a profitability of 2.6%,
which is the sixth result in
Ekstraklasa.
This means of course that costs had
to be cut down besides the decrease
in revenues.
1.
Jagiellonia
2.
GKS
3.
Cracovia
4.
Podbeskidzie
5.
Górnik Z.
6.
Śląsk
7.
Piast
Operational costs in 2014
amounted to PLN 27 m
and decreased by a third
in comparison to 2013.
The 32% decrease of players’
salaries, which cost the
club PLN 11.8 m in 2014
(compared with PLN 17.5 m
in 2013) did influence this
situation.
Still the team from Wrocław is the
sixth best earning club in Ekstraklasa!
For each scored point in 2014, WKS
paid the players only PLN 174,000
(less than Cracovia, Zawisza or Piast!)
and one year before it was PLN
246,000! Unfortunately this decrease
translated into the loss of the best
players: Sebastian Mila, Marian
Kelemen or Przemysław Kaźmierczak.
When it comes to financial liquidity,
WKS reported a substantial
improvement. By the end of 2014 the
club was able to cover 23% of its debt
to be paid by the end of the
year in cash. In the previous year, it
was only 4%. Unfortunately, despite
the fact that the club moved from the
last to the 9th place in the ranking,
it is still a financially dangerous
situation and the index is below the
average (50%).
The next problem for all supporters of
Śląsk is the high level of the general
debt index. Despite the fact that the
index has improved (from 10.33 to
7.64) and the club advanced (two
ranks) the general debt of the club
resulting from enormous losses in
previous years exceeds the assets of
the club eight times. This means that
WKS is not able to pay off 87% of its
debt, because it “used” the money
in the previous years.
The biggest financial worry of the
owners of the club is to pay off the
enormous debt and to bring back
revenues to the level of years
2011-2013, as well as secure them in
next years. In order to achieve this, it
will be crucial to maintain
the condition of the players at the
highest level, play in European games
and, at the same time, attract
supporters and sponsors.
8x
Śląsks debt is
8 times higher
than its assets
P O LI S H FO OT BA LL B U S I N E SS R E P O R T 2015 | 7 7
Lechia
Gdańsk
Name of the team: Lechia Gdańsk
Name of the company: Lechia Gdańsk Joint Stock Company
Address: 80-560 Gdańsk, ul. Pokoleń Lechii Gdańsk 1
Tel.: +48 58 76 88 401
12
players, born after
1.01.1993 were sent
by coaches of Lechia
on to the pitches of
Ekstraklasa in the
season 2014/2015the highest number
in Ekstraklasa.
Lechia maintained its third position in the
business ranking of Ekstraklasa clubs that it
gained a year ago. However, Lechia improved
in each classification. It is the fourth club of the
league in terms of finances. It has the same
position in the marketing category. In the
sports effectiveness category it is ranked third.
SPORT
During the winter break everyone
wondered what would have to happen
so that Lechia could use its excellent
conditions and achieve success. Its situation in the table by the end of 2014
was dramatic. The trust put in Jerzy
Brzęczek and a great winter transfer
brought about a satisfying effect.
The players of Lechia Gdańsk would
like to forget the first half of regular
season. 17 points in 15 matches
secured Lechia Gdańsk a place just
above the relegation zone. The por
POLISH
CHAMPIONSHIP:
-
tugese coach Quim Machado did not
prove to be effective and Tomasz
Unton, who replaced him, also did
not know how to help the team. Four
games prior to the winter break, the
owners of Lechia decided to take
a surprising and risky move. Jerzy
Brzęczek became the coach and this
was his debut in Ekstraklasa.
He managed to get only four points
with his new team and the supporters
were left only with the hope that
during winter preparations the new
coach would find a way to stop the
crisis. The coach received help from
the owners of the club who bought
experienced players like Sebastian
Mila, Jakub Wawrzyniak and Grzegorz
Wojtkowiak. Later on, it turned out
that also younger players like Łukasz
Budziłek and Gerson were valuable.
The team from Gdańsk started the
year with 6 games without a loss
and they were undefeated at their
own stadium from December to May.
Lechia became the top team of the
spring.
The club was very close to winning
a place that would guarantee a place in the Europa League. However at
the end of the season the team did
not play that well, which is why it
did not win the last four matches of
the final phase. The team of Jerzy
Brzęczek was ranked 5th and was
disappointed due to the points
lost in 2014.
POLISH
CUPS:
SUPERCUP:
1983
1983
588
MARKETING
AND MEDIA
In season 2014/2015, Lechia Gdańsk
concentrated on strengthening the
brand of the club and encouraging
attendance at PGE Arena. Thanks to
the event #BijemyRekordFrekwencji
(Let’s set a new attendance record),
36,500 supporters appeared at PGE
Arena to celebrate the victory of
Lechia over Legia Warszawa (1:0).
One of the elements that contributed
to such high attendance was the possibility to see the next home match
(against Górnik Łęczna) for free, only
if the record was set.
Lechia Gdańsk was ranked 4th in the
category of TV audience thanks to
5,200,000 viewers who watched the
matches of the team in the season.
During the away match against Legia,
in the 12th round, Lechia reported
the best TV audience of the season 272,000. The club and the National
Geographic Foundation cooperate to
prevent extinction of lions and
presented a new mascot of the club:
a small, white lion named Lechio.
This unique initiative of Lechia
Gdańsk aims at representing nobility,
pride and strength. It fits the character of the club and its position on the
national market. The project
#MyWierzymy (we believe) was
a unique event of the season. The
idea was to give the supporters their
money back if Lechia loses against
Górnik Zabrze in the 25th round.
Lechia won 1:0.
shots on target were shot
by the players of Lechia the highest number
in Ekstraklasa
The white lion- Lechioon the field of the PGE
Arena in Gdańsk. The club
supports animal
protection
36,500
supporters watched the match
against Legia. This is the
attendance record at PGE Arena in
Gdańsk
4
Lechia conceded 4 goals at
their own stadium in 2015 - the
lowest number of lost goals
in Ekstraklasa
Name of the team: Lechia Gdańsk
Name of the company: Lechia Gdańsk Joint Stock Company
Web: www.lechia.pl
Fanpage: www.facebook.com/LechiaGdansk
FINANCES
Changes and turmoil in the
team prior to season
2014/2015 could have been
a sign of troubles for the
team on the field, as well
as everywhere else.
However, Lechia turned
out to disprove all opinions
about the negative
influence of numerous
transfers on the club at least in the financial
aspect. In the financial
category, Lechia Gdańsk
advanced from rank 5 to
rank 4.
Only Lech and Legia managed to
generate higher revenue than Lechia.
The revenue in 2014 increased in
comparison to 2013 by 47.5%. Only
teams from Łęczna and Bełchatów
reported better dynamic. Thanks
to the revenue amounting to PLN
40.4 m, Lechia got a better result
than Wisła Kraków (ranked 4th).
This improvement was possible unfortunately, thanks to revenue from
transfers (selling Paweł Dawidowicz
to Benefica Lisbon). It might be difficult to achieve a similar result in 2015.
Fortunately there are also other, very
important changes in the revenue
structure of Lechia.
Elements that drew the attention of
the authors of this report last year,
and lowered the position of Lechia,
could get fixed. The revenues from
a match day finally started to grow,
which could indicate that a real
recourse on Ekstraklasa in Gdańsk is
felt. The club increased the revenue
in this category by 63% reaching PLN
5.3 m and gave Lechia rank 3, after
Legia and Lech. The very high fourth
rank in Ekstraklasa in the season
2013/2014 translated into a change
in the revenue from TV broadcast. In
2014 amounted to PLN 8 m. The reve-
The biggest revenue dynamics
among all Ekstraklasa clubs:
48%
38.6%
SPONSORS
of Lechia:
Jagiellonia
66.2%
47.5%
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
41,898
seats
1945
Lechia
Investment
Sp. z o.o.
white-green
Highest revenue
from a matchday in PLN:
1.
2.
3.
Legia Warszawa
20.4
Lech Poznań
8.3
Lechia Gdańsk
5.3
4. Wisła Kraków
5.
Śląsk Wrocław
5.3
3.8
0
nue from sponsors and commercials
changes slightly, but this should not
worry the club because it still gets
support from companies like Lotos
or Energa. Additionally, the club got
new sponsors in season 2014/2015:
Cekol and Totolotek. This, it is possible that in 2015 the revenue in this category will again reach a high level. In
season 2014/2015, Lechia improved
diversification of revenue sources and
now only Lech and Legia do it better.
Due to the number of transfers and
additional costs Lechia did not repeat
its very good wages costs index.
Each point cost the club (in
salaries) PLN 318,000 in 2014,
whereas it was PLN 129,000
in 2013. This shows that the
quality of new players did not
influence the results of the
club.
In the last edition of the financial
ranking, Lechia was one of the worst
clubs in terms of debt-to-assets
ratio. This time the club managed to
change the situation. A large number
10
20
of new players made it possible
for the club to grow and the debt/
assets ratio amounted to 1.81 (in the
previous year it was 3.98). It has to
be added that fianancial transfers
came mainly from external sources,
so the current liabilities of the club
increased by almost PLN 20 m, which
is why the financial liquidity of the
club worsened to 0.43. However in
terms of financing, the situation of
the club might improve in future. It
is hard to believe that the club again
decides to change the whole line-up,
because this is what had a significant
influence on the financial condition
of Lechia.
On the other hand, Lechia again
generated a net loss. If the situation
will repeat, the debts will have to be
paid by the owner. Whether Lechia
will compete against Lech or Legia,
wheter it will remain a club with
European aspirations - all this will
depend on the decision of the owner.
The supporters have already shown
that they are able to mobilize and
support their team in droves. The
club can only profit from that. It is
high time to repay the supporters,
win the 1st place in Ekstraklasa and
enter the European arena.
PLN
3.07
m
net loss of Lechia
Wisła
Kraków
Name of the team: Wisła Kraków
Name of the company: Wisła Kraków Joint Stock Company
Address: 30-059 Kraków, ul. Reymonta 22
Tel.: +48 12 630 76 00
233
PLN
average season ticket price
in season 2014/2015
Wisła Kraków is still one of the most respected
brands in polish football. The constant high
position of the “White Star” in the business
ranking is a proof of that. It is no mystery that
in the last years the club has to struggle with
financial problems. It has to deal with debts
(however to a large extent this is the debt of the
owner) cutting costs and it limits its transfer
activity. Despite all tis Wisła was the fourth team
in 2015 in the business ranking and by doing that
it maintains the same position as last year. How
is this possible? Wisła is a club that still generated
the fourth highest revenue in the league (after
Legia, Lech and Lechia). Secondly it is a very
well known brand (in the marketing and media
category Wisła Kraków is ranked third). Finally,
the club from Cracow does pretty well in the
league.Although the fans who remember the
golden age of Frankowski, Żurawski or Kosowski
would expect more.
POLISH
CHAMPIONSHIP:
13 times,
last in 2011
SPORT
Analysing the line-up of Wisła it is
hard to understand why it was not
possible for the team to finish the
season on the podium. The beginning
of the season looked very promising.
After the first 8 rounds Wisła was the
only undefeated team and the leader
of Ekstraklasa. In the 9th round, they
had to play against Legia, ranked
2nd, which was 2 points behind Wisła.
After this match everything changed.
Wisła lost 0:3 and lost the leadership.
One week later, it lost against „Pasy”
in the derby of Cracow and in the
meantime it lost against Lech in the
qualifications to the Polish Cup. The
White Star exhibited a very mixed
level of performance. Even the amazing victory over Górnik Zabrze (5:0)
with Paweł Brokeż scoring a hattrick
did not please the supporters. During
the winter break, Wisła Kraków was
ranked fifth, with a 6- point loss to
the leading Legia.
2015 did not start good for Wisła.
Due to the fact that the team got
only one point in four matches,
the coach - Franciszek Smuda - left
the team. Kazimierz Moskal was
sup-posed to be the one to prove
that the third time’s a charm. The
new coach started his tenure at Wisła
with a match that turned out to be
the beginning of problems in season
2014/2015. However he was more efficient than his predecessor because
he won a point in Warsaw (2:2) and he
won local derby at his own stadium
(2:1). The team had new faith at the
end of the season. The new coach
was supposed to guarantee success.
Unfortunately the team of Kazimierz
Moskal, a former defender of Wisła,
drew a lot of matches. Wisła had to
share points with its opponents in
50% of all matches. In the last round
POLISH CUP:
SUPERCUP:
4 times,
last in 2003
2001
all eyes were on the team from
Cracow but only because its victory
against Lech could deprive Lech Poznań of its championship. The team
from Cracow drew.
MARKETING
AND MEDIA
Wisła Kraków not only sold the lar
gest number of season tickets in the
league (10,160), but even improved
its result from 2013/2014 by 723 tickets. 335,000 supporters watched the
top match against Legia Warszawa
in the 9th round. 31,635 spectators
gathered at the Henryk Reyman municipal stadium. Wisła Kraków has the
third largest TV audience on pay TV.
In 2014/2015 season, the matches
of the „White Star” were watched by
5.9 million supporters. The initiative
#RazemGramy¬DoKońca (we play
together till the end) prior to the
last match of the season in Cracow
contributed to the highest number
of supporters in the final phase. In
2014/2015 season, Wisła Kraków
continued its cooperation with Adidas. The club sold 1200 shirts at the
price of PLN 259. As in the previous
year, we could see the “White Star”
on the shirt that replaced the emblem
of the club. The release of a free of
charge mobile application, thanks to
which supporters of Wisła Kraków
could access information about their
club, photos and social media posts,
proved to be a huge marketing success. The aim of the initiative “A page
from the calendar” was to remind
the supporters of the long tradition
of Wisła and both the long-forgotten
and recent successes. Wisła Kraków is
also the fifth club in the league when
it comes to media value - PLN 26 m.
Women Escort
for the match
played on
Women’s Day
10,160
season tickets were sold by
Wisła in season 2014/2015 (a
total amount of season tickets
for autumn and spring)
84
yellow cards were
showed to players of
Wisła. Apart from the
players of Korona, they
turned out to be the
most brutal ones in
Ekstraklasa
23
players represented
the White Star
in season
2014/2015, the
fewest out of all
Ekstraklasa clubs
Name of the team: Wisła Kraków
Name of the company: Wisła Kraków Joint Stock Company
Web: www.wisla.krakow.pl
Fanpage: www.facebook.com/WislaKrakow
FINANCES
Wisła Kraków is ranked
6th in the financial
classifcation of
thebusiness ranking.
In comparison to
the previous edition,
theteam from Cracow
improved its position by
3 ranks.
15
2013
In 2014 the “WhiteStar” reported
a revenue of PLN 32.8 m. This isan
increase of 7% in comparison with the
previous year, which gives the club
rank 4 (average PLN 28.4 m).
Since 2007 the team from
Cracow has never reported
less than PLN 30 m
which means that the club has an
enormous potential and a lot of
supporters. Wisła is definitely not
dependant on one source of revenue.
This is confirmed by the revenue
diversification index on the level
of 0.30 (also rank 4 in Ekstraklasa)
Revenue from a game day amounted
to PLN 5.3 m. This result is similar
to the one from 2013.However,
since 2012 the revenue has been
continuously decreasing. The lowerthan-usual revenue from sponsorship
0.30
revenue
diversifcation
index
6
The position
of Wisła in the
financial ranking:
9
2014
2015
Revenue of Wisła in the recent
years:
32.83
30.68
32.50
64.24 PLN million
2011
2012
2013
2014
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
33,130
seats
1906
Telefonika
Kable
Ltd. Limited
Joint Stock
red-whiteblue
The highest
share of
business revenue
PLN 2.8 m
business in
sales revenue
(without
transfers)
Lech
Poznań
The White Star is at the
top of Ekstraklasa in terms
of commercial revenue
(gadgets, shirts) - only
Lech and Legia have better
results.
Wisła
Kraków
10 %
8,5 %
The revenue of Wisła coming from business activity
and advertisements (PLN 10.9 m) was
compensated by a slight increase of
revenue from broadcasts (increase by
65% to PLN 8.5 m).
13 %
Legia
Warszawa
2.8 millionPLN
This confirms that despite weaker
sports conditions, Wisła is still one
of the most recognizable brands
and potentially the third team in
Ekstraklasa in terms of finances. The
club from Cracow is at the same time
one of the weakest when it comes to
profitability. The sales revenue covers
only 81% of operational activity
costs. The net profitability index is
slightly higher than in the past two
years, but the level of -19% gives the
club the 12th rank amongst all Ekstraklasa clubs. The team from Cracow
has been financed for the past years
by the owners from loans only. After
2007 there was no increase in its own
equity. At the same time the debts
of the club have increased reaching
in 2014 the level of PLN 137 m. The
creditors of the club are mainly companies (almost PLN 106 m of owner’s
debt). The increasing debts are a
result of the club being not able to
reach a net profit since 2011. In 2014
the loss amounted to PLN 5.1 m. The
debt-to-assets ratio increased again –
the debt exceeds the
assets of it is now nine.
This is the worst result of
all Esktraklasa clubs.
On average, this index amouns to
3.3, and Pogoń Szczecin, ranked
15th in this respect, reached the
value of 7.7. Very poor financial
results influence the liquidity of the
company. By the end of 2014, Wisła
Kraków was able to cover only
23% of its current liabilities with
its current assets and the average
liquidity index of the division is
50%. Wisła Kraków is one of those
clubs that generate the highest
costs per each point. Each point
generates PLN 714,000 operational
costs, out of which 287,000 are
spent on players’ wages. This is
the reason for Wisła Kraków to be
ranked 13th - only Legia, Lech and
Lechia have bigger costs of players.
They, however, have better sports
results. Financial results might not
look optimistic, but the team has
proven many times that it can play
at a very high level. Wisła is a club
with a big potential and a stadium,
that can be regularly filled with
loyal supporters. The future is in
the legs of the players. If Wisła
manages to qualify to the Europa
League and play in the group
phase, then better times may come
- also in the financial context.
Górnik
Zabrze
Name of the team: Górnik Zabrze
Name of the company: Górnik Zabrze Sports Joint Stock Company
Address : 41-800 Zabrze, ul. Roosevelta 81
Tel.: +48 32 271 49 26
1:6
the highest defeat
of Górnik in season
2014/2015 at
their own stadium
in the match
against Lech
Górnik finished the games at the 6th position. It is
ranked 11th in the business ranking. Where does this
difference come from? For many years, Górnik
“suffered” from the fact that the construction of the
stadium was suspended. This limited attendance
did not generate satisfying revenue from match days.
They are ranked 12th in the financial ranking, 11th in
the media and marketing category and 10th in the
sports effectiveness category.
SPORT
Górnik Zabrze is a team that maintains a high professional level. In season
2014/2015, it almost had the same
result as in the previous season. This
is a big success especially taking into
consideration that the club had to
face a lot of difficulties that did not
concern other clubs. It is no overstatement to say to that some good
transfers would make Górnik aim for
the highest positions. But even
without them, the team can be dangerous.
POLISH
CHAMPIONSHIP:
14 times,
last in 1988
Together we can achieve a lot, we
do not represent the club because of
money! - read the banner made by the
supporters of Górnik during an away
match in Warsaw in the 3rd round. By
then, the supporters had realized that
not only sport matters can influence
the results achieved by their team.
The players listened to their supporters and were undefeated in the first
six matches of the season. From the
7th round on, Górnik played unevenly
but it still let the team to end 2014
ranked 7th.
During the winter break Mateusz
Zachara, the best scorer,
left the team. From that moment on, Górnik started to look
for a substitution for its key
player. Unfortunatly no-one
managed to score more goals
than the player, who decided
to continue his career
in China. Despite the
fact that Zachara left
Górnik, the conditon of
the team did not
worsen significantly
and goals were
scored in each
match. Most
goals were scored
during matches
of Górnik.
Górnik kept
their
supporters in a
state of
uncertainty, but
lost the chance to
play in the European cups only two rounds before the end
of the season. Still, it
can be claimed that
the 7th position is
something that the players would welcome without
reservations if asked
before the games started.
POLISH
CUP:
SUPERCUP:
6 times,
last 1972
1988
MARKETING
AND MEDIA
Zabrze again could be satisfied with
the best attendance at its stadium
(on average 99% of the seats were
taken), but, unfortunately, the
potential could not be exploited due
to construction works and limited
capacity (up to 3,000 spectators).
In season 2014/2015 the club continued the initiative of increasing the
number of shareholders of the club.
Lukas Podolski and Czesław Mozil
were the ambassadors of the project.
They encouraged supporters to
become co-owners of Górnik Zabrze.
A very interesting crowd-funding
initiative “The new image of Jorguś”
is also worth mentioning. Supporters
of Górnik and owners of the club
collected PLN 11,000 PLN for a new
outfit for the club mascot. The former
player of Zabrze, Arkadiusz Milik,
joined the initiative and encouraged
supporters to take part by donating
money.
Moreover, Górnik Zabrze is the fourth
club when it comes to media quality,
which is very important for sponsors
and partners. Devoted supporters and
the upcoming opening of the stadium,
are things that Górnik can be
optimistic about before the next
season starts.
110
goals were scored during
matches of Górnik - the
highest number of all clubs
in season 2014/2015
99%
the highest percentage
of stadium attendance in
Ekstraklasa
Crazy for Górnik: collector of
clubs gadgets. Video from the
club TV.
Two matches of Górnik against Legia
proved to be the most popular
amongst TV viewers. They received
the highest TV audience numbers:
208,000 viewers watched the match
of the 12th round on TV.
The last match attracted 204,000
viewers.
Already almost
300
people have shares of Górnik Zabrze
Name of the team: Górnik Zabrze
Name of the company: Górnik Zabrze Sports Joint Stock Company e-mail: [email protected]
Web: www.gornikzabrze.pl
Fanpage: www.facebook.com/GornikZabrzeSSA
FINANCES
Górnik was ranked 12th
in the financial business
ranking of Ekstraklasa clubs.
As a result, the team
achieved a worse result
(by one rank) than in the
previous edition of the
report. This is due to the fact
that for the past three years,
the club has been suffering
from prolonged construction
works at the stadium. Each
year it reports a high loss
and is forced to ask the city
for help in order to meet
license requirements. Górnik
hopes that the situation
will change in 2015, when
a couple of sectors on the
modernised part of the
stadium will be opened,
which will allow the club
to generate revenue from
match days.
At the same time the
revenue of Górnik has been
decreasing since 2012.
In 2014 Górnik recorded
revenues (with transfers)
of PLN 17 m.
This is a drop of PLN 5 m and 8 m in
comparison with 2013 and 2012, respectively. One of the reasons, apart
from problems with the stadium,
are lower transfer revenues which
amounted to PLN 1.7 m in 2014, and
were lowest since 2010. Transfer
revenues in 2012 amounted to PLN 10
m. At that time, Arkadiusz Milik left
the club. Moreover, the club reported
Sales and transfer
revenues:
2013
PLN 21,876 m
2012
2014
PLN 25,458 m
PLN 17,213 m
a significant decline in sponsorship
and commercial revenue.
The most important source of sales
revenues for the past two years have
been TV broadcast revenues.
The modernisation of the stadium in
Zabrze has started in 2011. This is the
reason why in the past years and average of only 3,000 supporters could
see the matches at the stadiums.
As a result, Górnik was ranked last in
the Ekstraklasa ranking for season
2013/2014 and this translated directly
into the low share of matchday revenues in the total revenues of the club.
It amounted to 4.8% and was the
second worst result in Ekstraklasa.
PLN
269,000
The revenue of
Górnik Zabrze from
the sales
of club gadgets
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
3 021
seats
1948
Zabrze
Commune
whitebluered
(under
construction)
Clubs paying their players
the highest wages:
Górnik
PLN 14,176 m
Lechia
PLN 14,950 m
Legia
PLN 35,516 m
Lech
PLN 21,861 m
PLN
315,000
The cost a point in players’ wages
translated into remuneration of the
players of Górnik
31.871
seats
The target number of seats
of the modernized stadium
of Górnik Zabrze
Operational costs in Górnik since
2010 are stable and amount to
PLN 25-27 m. However due to declining revenues, in 2014 the club reported sales losses of PLN 11 m.
This influenced the net profitability
index: - 70.7% which is the lowest
result in the last 4 years. Such a low
number gives Górnik the 15th rank
amongst all clubs in Ekstraklasa.
In the upcoming years, the club wants
to limit the operational costs to the
level of 21 m. This with an increase in
matchday revenues will allow to
improve the profitability and maybe
even to reach “operational zero”.
In 2014, Górnik spent PLN 14.2 m on
salaries of its players - slightly less
than a year before. Only Legia, Lech
and Lechia spent more. Mediocre
performance on the field (in 2014)
made the costs of players’ salaries for
each scored point one of the highest
in Ekstraklasa: it was PLN 315,000 only PLN 8,000 less than Legia which
spends twice as much on salaries
than Górnik.
The fact that the city of Zabrze continues to support Górnik financially is
a very positive sign. At the beginning
of 2015, Górnik paid off the majority
of debts thanks to the issuance of
bonds amounting to PLN 30 m guaranteed by the city. This made it possible to pay off the players, coaches,
other clubs and companies.
Pogoń
Szczecin
Name of the team: Pogoń Szczecin
Name of the company: Pogoń Szczecin Joint Stock Company
Address: 71-102 Szczecin, ul. Karłowicza 28
Tel.: +48 91-487-20-30
0
matches of the final
phase won by Pogoń
in season 2014/2015
Just as in the league, Pogoń Szczecin was ranked 8th also in
the business ranking. It is worth mentioning that the club, for
the fourth time in a row, increased its revenues. Still it
is ranked 10th in the financial classification. However, it is
ranked 8th in the marketing and media category.
When it comes to sports effectiveness, the club from Szczecin
got the highest rank out of all the others - 6. Their asset was
a large number of young players who were allowed to play in
Ekstraklasa in season 2014/2015. 12 players born after Jan. 1,
1993, played in the navy blue-maroon shirts of Pogoń, which
gave the team their best result - on a par with Lechia Gdańsk.
The club profitability index gets better every year.
SPORT
– Dariusz Wdowczyk could work for Po–goń for his entire life. He is a professional and if only we achieved a
slightly better result, the award for the
coach of the season would be given to
him – said Radosław Janukiewicz, the
POLISH
CHAMPIONSHIP:
-
goalkeeper of Pogoń, in an interview at
the Ekstraklasa Gala 2014. Before the
start of the season, everyone believed that the coach of Pogoń Szczecin
had a plan for the team. The beginning was truly strong: Pogoń started
with a series of 5 matches without a
defeat. This however changed rapidly
into 6 matches without a victory.
That was the reason why Wdowczyk
had to leave. At the same time, Jan
Kocian left Ruch. The owners of Pogoń decided to go for the best coach
of season 2013/2014. The coach
from Slovakia had no luck, as Marcin
Robak, the top scorer of season
2013/2014 was injured when the former joined the club. Pogoń Szczecin
finished the season in the middle of
the table. The transfers of Michał
Janota, Takafumi Akahoshi and Vladimirs Kamess were supposed to be
a sign of improvement in the second
hal for Pogoń. However, the team
from Szczecin started year 2015 with
5 matches without a victory. That is
the reason why another coach had
to leave. The final phase in Group B
was becoming more and more of a reality for Pogoń Szczecin. Czesław
Michniewicz, who started his work in
Szczecin in April, was supposed to be
the last chance for the club. A series
of three victories was enough to play
the final round in the top 8. When the
supporters of Pogoń began to wish
for European cups, the coach did
some risky changes in the line-up and
gave chances to young players.
- I know that Szczecin suffers tonight.
But I also know that something really
interesting can be born of this suffering
in future - wrote the coach of Pogoń
Szczecin on his Twitter account after
another lost match in may
(0:1 against Legia). Pogoń did not win a single match in the final phase and
finished the season on the last place
of group A.
As it turned out, coach Michniewicz
was there only to prevent the club
being relegated. Later on, he could
start building a team for the next
season. His experiments showed that
POLISH
CUP:
SUPERCUP:
-
-
Łukasz Zwoliński is the best player of
all débutantes. Czesław Michniewicz
became convinced that there are
many young talented players in
Pogoń, but without experienced
footballers, it will be impossible to
achieve good results in the next
season.
MARKETING
AND MEDIA
Pogoń Szczecin organized an extraordinary crowd-funding initiative and,
thanks to the cooperation of the club
with Fans4Club, it was possible to
regain the historical flag of Pogoń
which was to be auctioned by a bailiff.
Hundreds of supporters took part in
this initiative and the goal was
reached. ”Joint Pogoń” is another
interesting project which unites clubs
from Szczecin that feature the word
“Pogoń” in their official name. The
aim of this working group is a joint
effort to build a strong brand of
“Pogoń”. On the one hand its all
about managing formal issues (the
right to the name and emblem), but it
is also a project that gives the clubs
a chance for faster development.
“The return of the stripes” is another
initiative welcomed by the
supporters. Its aim was to introduce
33
traditional shirts with vertical stripes
in the first spring round.
The initiative was preceded by a marketing campaign which consisted
of numerous competitions for
supporters and an attractive movie.
The number of season tickets Pogoń
Szczecin sold in season 2014/2015 is
the fifth highest in Ekstraklasa. The
match of the 15th round against Legia
(2:1) was the most popular one on TV.
242,000 supporters watched the
match on TV. The average viewership
(6102) places Pogoń in the middle
ranks of Ekstraklasa..
595
fouls were committed by
players of Pogoń in
season 2014/2015 which is
why Pogoń was the team
with the highest number
of committed fouls
881
products are offered by
the Pogoń fan
shop - a record in
Ekstraklasa
The traditional
striped shirts
are coming
back
One of the higher numbers
of sponsors and partners
in Ekstraklasa
Name of the team: Pogoń Szczecin
Name of the company: Pogoń Szczecin Joint Stock Company
Web: www.pogonszczecin.pl
Fanpage: www.facebook.com/PogonSA
FINANCES
2011
2012
2013
21.56
18.62
PLN million
11.54
16%
Sales revenues
5.79
For the second time in
a row Pogoń Szczecin
fought in the top-half
group of Ekstraklasa.
However, in the
financial classification
of the business report it
is again in the lower
part of the table. The
10th rank is still better
by 3 ranks than the
previous edition.
2014
the share of revenue from
the main sponsor in the total
revenue of Pogoń Szczecin
0
PLN
the transfer revenue
of Pogoń in 2012
The team from Szczecin
has been increasing its
revenue since 2011.
In 2014 it amounted to
PLN 21,6 m or 15.8%.
Thanks to this, Pogoń got a very high,
sixth rank in this category. Additionaly, the revenues of the club are
strongly diversified, which is a positive sign. The diversification index was
0.30 and gave Pogoń the fifth rank in
Ekstraklasa. Just as in 2013, the main
source of revenu was sponsorship and
revenues from commercials - they
made up 39.4% of all revenues.
Grupa Azoty became the strategic
partner of the club with PLN 3.5 m.
Interestingly enough, Pogoń has not
earned a single zloty from sales of
players since 2012 and spent over
a million on transfers each year.
The most important transfer of 2014
was supposed to be hiring of the
former national team player - Patryk
Małecki from Wisła Kraków. After
some time, this costly transfer turned
out to be a mistake.
Operational costs were at a level
similar to 2013 and the club managed
to improve its financial result, but it
finished the year with a loss. It was
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
17,036
seats
1948
EPA Sp. z o.o.
navy bluemaroon
over PLN 4.4 m (in comparison with
PLN 1.7 m in 2013). From the point
of view of revenues, the situation of
Pogoń looks promising. However, the
liquidity and debt index still lower the
position of the club in the financial
ranking. The first of them is 0.17
which gives the club the 11th rank.
This index shows the ability to pay off
rapidly all current liabilities.
In the case of the club from Szczecin,
the deficit is 83%. This results from a
large number of financial liabilities of
related entities and others. By the
end of 2014 it exceeded the assets
8 times. The assets coverage index
amounted to 7.68 and was the second
worst in this year’s ranking. Only Wisła Kraków was worse in this respect.
The debt of Pogoń increased dramatically in 2012 when the club was
forced to use more financial resources
due to promotion to Ekstraklasa.
From that moment on, the debt of
Pogoń Szczecin has been rising and,
by the end of 2014, it amounted to
almost PLN 30 m - over PLN 3 m
more than in 2013. The majority of
the debt are loans from the owner
- the company EPA Sp. z o.o. - and
other entities. For the past years, the
club has also been financed by the
city of Szczecin through sponsorship
and loans.
To sum up, all financial
indexes show that Pogoń is
a club with a big potential to
generate revenue.
Unfortunately it can’t be used totally
because in Szczecin there is still no
modren stadium that could help the
club generate higher matchday revenues. On the other side the club has
to face a debt that has been growing
for the past years which complicated
the liquidity of the club and could
create big problems with solvency.
If the stadium will be modernised
according to the plan of the city,
then Pogoń Szczecin has to face long
months or even years with a limited
number of fans on the stadium, which
will complicate the financial situation
even more. One of the priorities of
the club should be to limit the costs of
functioning of the company.
Net profitability index:
2014
-20.28%
2013
-32.74%
2012
-111.84%
2011
-178.10%
PLN
4.37
net loss in 2014
m
2010
-37.58%
Cracovia
Name of the team: Cracovia
Name of the company: The municipal Sports Club of Cracovia
Sports Joint Stock Company
Address: 30-111 Kraków, ul. Kałuży 1
Tel.: +48 12 292 91 00
A rapping player
encourages supporters
to buy season tickets for
Cracovia matches
For the second year in a row, Cracovia
wins a better result in the business ranking
of Ekstraklasa. Ranked 9th in the league, 6th in
the „Polish Football Business Report” thanks
to the third rank in the financial ranking, 10th in
the media category and 9th in business
effectiveness. There is no doubt that, so far, the
sports result did not reflect the financial
strength and ambitions of the club.
SPORT
In a novella by Robert Stevenson
published in 1886, Dr. Jekyll totally
changed his personality and became
Mr. Hyde. We have seen a similar
change happen to Cracovia in 2015.
There is no doubt that it was possible thanks to Jacek Zieliński, who
not only did not lose any match, but
CHAMPIONSHIP
OF POLAND:
4 times,
last in 1948
11
CUP
OF POLAND:
SUPERCUP:
-
-
mance: from the 13th rank to a victory in group B, from a minor doctor
Jekyll to a professional Mr. Hyde.
goals were scored in
Ekstraklasa in season
2014/2015 by Deniss Rakels
also saved the team from relegation
and managed to lead the club to the
1st place in group B.
A young, ambitious coach, a couple
of new players and carte blanche for
the new season. What could have
possibly gone wrong? At the very
beginning of the games, when Cracovia lost three games and instead of
trying to play in the top part of the
table, after three rounds, next to Zawisza. Throughout autumn, the club
had a plan but only in theory. The
coach (Robert Podoliński) tried to introduce new solutions that met with
resistance. Some players did not feel
comfortable with the style of playing
introduced by the 40-year-old-coach.
As a result, there were only single
good moments, like in the match
against Wisła Kraków (1:0), Śląsk
Wrocław (1:1) or Lechia Gdańsk (3:2).
It is also worth mentioning that the
team had an unfortunate adventure
in the Polish Cup. They managed to
reach the quarter-finals but they lost
a match against Błękitni Stargard
Szczeciński.
When Podoliński lead the team, the
club had only a plan. After Jacek
Zielińki took it over, the plan was put
into practice. The players had absolutely no problems with the ideas of
the new coach, which was visible in
great statistics. Nine games, seven
victories, 21 scored goals and only 4
lost. Not enough? In the last games
of the main round and throughout
the final round no club had as many
points as Cracovia.
It was a total change of team perfor-
MARKETING
AND MEDIA
The team from Cracow, in order to
motivate its players, produced a truly
sailing-like clip “Give us more wind”.
The players acted as sailors, who
needed help from their supporters to
reach the harbour. When buying a
ticket, supporters received a letter
with a pendant - a gadget that was in
the movie clip. Cracovia is a club that
won one of the biggest increases of
TV audience on pay TV: from 98,000
in season 2013/2014 to 114,000 in
season 2014/2015. Cracovia, as a club
with a very long league record, often
refers to tradition and past successes.
In order to get as much support as
possible, a series of marketing campaigns was launched. The initiative
“Let’s unbuckle” started the season.
The players answered questions
asked by fans, and the protagonist of
each episode drew the winner, who
received a prize - a club shirt.
Goalkeeper Krzysztof Pilarz was the
first guest.
A similar number of supporters
appeared on the tribunes of the stadium (as in season 2013/2014, which
means that Cracovia has loyal
backing. 6,674 spectators watched
the match at the stadium on average.
The top match was, of course, the
match against Wisła Kraków. 14,000
supporters came to see the match at
the stadium.
In the 2014/2015 season, Cracovia
offered a special ticket for children
and families. A family ticker for
selected matches cost only PLN 2!
The remaining categories of tickets
could be bought at attractive prices.
In order to encourage spectators and
raise interest in matches of the club
the initiative #KarnetJestWielki
(season ticket is great) was
organized that promoted affordable
tickets. Thanks to that, 2,670 season
tickets were sold during the season.
The initiative “Małopolska za Cracovią” (Lesser Poland supports
Cracovia) is also worth mentioning.
The goal was to promote the team in
towns of Lesser Poland and to
activate its inhabitants. The
supporters, via Facebook, selected
a town whose inhabitants could
watch the next match of the team for
PLN 1.
1
PLN
Ticket cost for
selected
inhabitants of
Lesser Poland
19
minutes was needed by
Diabang Boubacar to score
the fastest hat-trick in season
2014/2015 in the match
against Podbeskidzie
2
PLN
the cost of a family ticket
for selected matches
Name of the team: Cracovia
Name of the company: The Municipal Sports Club of Cracovia Sports
Joint Stock Company
Web: www.cracovia.pl
Fanpage: www.facebook.com/mkscracovia
Debt-to-assets
FINANCES
Cracovia was ranked third
in the financial ranking of
Ekstraklasa - just like in
the previous edition of
the report. And, again, it
turned out to be
financially weaker only
than the biggest clubs Lech and Legia. This is
another confirmation of
the huge potential and
good management of the
club from Cracow.
Unfortunately it was
another year in a row
when the sports results
did not reflect the high
organizational and
financial level of the club.
Cracovia
Lech
Legia
The podium of
the financial
ranking of
“Polish Football
Business
Report”
Cracovia
Zawisza Bydgoszcz
Lech Poznań
Legia Warszawa
0
0.2
0.4
0.6
In comparison to 2013, Cracovia
achieved revenues higher by 26%almost 27 million PLN. This is the fifth
result in the league, but still 5 million
PLN less than in 2011. Despite that,
for the first time since 2008
the club managed to achieve
a net profit. In 2014 it was 2.1
million PLN,
during a season, when only 6 other
clubs of Ekstraklasa reported a
positive financial result. The club
owes the high position in the financial
classificaton in the businnes ranking
to the lowest relation between debt
and assets. The debt-to-assets ratio
amounted to 0.42 and was the best
in the league. This index shows
to what extent the assets of the
clubs are being finances by external
capital- mostly loans or credits. In
this category the club is the only one
in the whole league that finances
itself up to 50% from its own money.
In comparison, Zawisza Bydgoszcz,
ranked 2, has a result of 0.63. A next
financial asset of Cracovia
0.8
1
liquidity. The liquidity index
(1.46) is the second best result
in Ekstraklasa, and only
has a better index.
It shows the possibility of paying off
all current liabilities with a surplus of
46%.
The fact that the club is a lender to
the entities connected with it proves
that the club has a good financial
liquiditiy. Just as in the previous years
the biggest shareholder of Cracovia
remains Comarch SA- a company
from the IT branch listed in the
Warsaw Stock Exchange. By the end
of 2014 it had 66.11% of shares in the
votes. The remainig shareholders are
the City of Cracow (33.64% of votes)
and other minority shareholders.
66.11 %
of shares of Cracovia belongs to
Comarch S.A.
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
14 941
seats
1906
Comarch SA
whitered
The revenue structure of Cracovia remains at a similar to that of 2013. The
biggest part (38%) are revenues from
advertising and sponsorship, which
generated 9.98 million PLN. The
second largest source of revenue was
TV and media rights revenue. They
amounted to PLN 5.1 m and were
nearly twice as high as a year before.
Just as in the case of other teams
from the middle of the table, Cracovia
was not very active during transfer
windows. The total expenditure on
new players amounted to PLN 1.1 m,
and the transfer revenue amounted to
PLN 993,000. The biggest weakness
was the fact that the Serbian defen-
Net profit:
-4,092
2010
-3,923
2011
-8,256
2012
-4,928
2013
2,121
2014
PLN
1.1 m
1.61
1.46
1
0.87
0.83
0
Legia
0.73
Zawisza
It gave the club the sixth rank in the
category, just as in the previous
edition of the ranking.
The results of Cracovia from 2014
show that from the financial perspective it is one of the best-managed
clubs of recent years. High and diversified revenues are a proof of this,
as are good liquidity situation and a
well balanced budget. But Ekstraklasa is first and foremost about the
spirit of competition. Cracovia is an
ideal example showing that business
successes does not always go hand in
hand with sports results.
2
Lech
the club from Cracow has a
diversified and well balanced
structure of revenue.
Thanks to this, the revenue
diversification index was 0.31.
Cracovia
der Milos Kosanovic changed the club
and started playing for KV Mechelen.
All in all,
Clubs with the highest liquidity
index:
Podbeskidzie
The club swas spent on
new players in 2014.
Ruch
Chorzów
Name of the team: Ruch Chorzów
Name of the company: Ruch Chorzów Joint Stock Company
Address: 41-506 Chorzów, ul. Cicha 6
Tel.: +48 32-241-75-54
44
matches in season
2014/2015 were played by
Ruch in all competitions
(37 in Ekstraklasa, 6 in
the Europa League, 1 in
the Polish Cup)
Ruch Chorzów is down 2 ranks in the
business ranking of Ekstraklasa. In
2014, it was ranked 7th. Now, it is 9th.
Unfortunately, „The Blues” went
down in each classification of each
category. In the financial ranking they
were ranked 9th, just as in
mediamarketing. In terms of sports
effectiveness, they were ranked 11th.
Fortunately, there was an increase in
revenues in 2014, but the club still
generates high losses, which is
unfortunate for the owners and
supporters alike. In 2014, the net loss
amounted to PLN 12 m.
POLISH
CHAMPIONSHIP:
14 times,
last 1989
POLISH
CUP:
SUPERCUP:
1951, 1974,
1996
1989, 1996
MARKETING
AND MEDIA
SPORT
After the wave of enthusiasm
following season 2013/2014 everyone
in Chorzów was aware that a lot of
work was to be done before the next
season. An early start of season
2014/2015 and participation in the
Europa League qualifications resulted
in „The Blues” being the victims of
their own success. Just as in previous
seasons, after a great year, the time
has come to fight to stay in
Ekstraklasa. At the critical moment
the club decided to return to proven
methods and Waldemar Fornalik
became the coach. As it turned out,
this was the best move of the whole
season. After six matches in the
Europa League and losing qualification to the group phase in the last
round, the Ekstraklasa table did not
look that attractive to „The Blues”.
They managed to win only 5 points in
the first six matches. The team drew
in the next two matches, which was
enough to change the coach. The difference between Jan Kocian and Waldemar Fornalik? With Jan Kocian as
the coach, the team made 0.72 points
per match. The new coach doubled it
to 1.46 points per match. After adapting to the new game organisation
and with Grzegorz Kuświk in shape,
the bronze medallists of 2013/2014
started to bring joy to their supporters. The first sign of the change
was the victory over Jagiellonia
(5:2). From that moment on, after
9 matches without a victory, points
started to come in. In the 28th round
Ruch left the the relegation zone and
did not return to it.
Despite the struggle to stay in
Ekstraklasa, „The Blues” were the
leading club in Silesia in all marketing
rankings. The club could rely on its
supporters and the biggest stars of
the team including coach Fornalik,
with whom good communication could be built. During the whole season
489 shirts at PLN 199 were sold. The
prices of tickets and season tickets
were the lowest in Ekstraklasa. The
most loyal fans of „The Blues” could
buy tickets for PLN 8.
Before the start of the season, the
club started the campaign “Let
Europe see us” and “Former stars of
<<The Blues>>”. The aim of these
was to increase attendance at the
stadium in Cicha Street. This brought
results: the average of 5,661 people
was the highest out of all teams from
Silesia. The majority of supporters
came to see the matches against the
champion, the vice-champion and the
Grand Derby of Silesia. During the
season, the club undertook a series of
marketing activities like the initiative
“Leaves are falling down and so are
prices”. This meant generous discounts on club gadgets in autumn.
The club targeted its offer also at the
youngest. As a part of the “Footballandia” project, the players of Ruch
promoted a healthy lifestyle amongst
kindergarten children and pupils.
They shared their passion for sport
with the youngest, invited “The Blues” to matches and encouraged safe
supporting.
Matches of Ruch were watched by
116,000 viewers on average. 324,000
viewers of the away match against
Legia was the third result of the
season. In the previous year, the top
match was watched live by 74,000
people.
5.661
thousand supporters watched
the matches of Ruch at the
stadium in Cicha street. This is
the best result in Upper Silesia
8
3
PLN
The cost of the cheapest tickets
for the game of the Blues
Supporters
of Ruch and
football players
ran along
a street in
Chorzów and
„beat the mile”
The broadcast of the game
Legia-Ruch was ranked 3rd
among all games with the
highest viewership
Name of the team: Ruch Chorzów
Name of the company: Ruch Chorzów Joint Stock Company
Web: www.ruchchorzow.com.pl
Facebook: www.facebook.com/ruchchorzow
2012
Although for the past three years,
the level of revenues has grown
continuously (2012 - 26%, 2013 17.6%, 2014 - 16.8%) the sum of
PLN 17 m was only enough to be
ranked 9th in the financial classification. TV broadcast revenues dominate in the revenue structure. In 2014,
it amounted to over PLN 8 m.
This is 5 million more than in 2013
and 6 million more than in 2012.
Currently they constitute 45%
of the total revenue of the club.
The second biggest source
of financing were revenues
from advertisements and
sponsorship. Ruch Chorzów
received 4.2 m in 2014,
including PLN 1.2 m from the
main sponsor - Węglokoks
company.
17.32
2011
14.83
PLN million
12.61
After a nervous finish of
the season, Ruch Chorzów
remained in Ekstraklasa,
but the financial situation
of the club is not good.
This is why playing
in the top division in
season 2015/2016 will
be possible only on some
conditions: financial
control, limiting the total
level of players’ wages and
the necessity to pay off all
debts within the set
schedule. The club wanted
to obtain a certificate
enabling them to play in
the UEFA games, but it
received a negative
response as the only one in
Ekstraklasa. It was:
“... due to financial
situation, especially
growing costs and, as a
result of this, growing
current liabilities”.
Despite this, Ruch was
ranked 9th in the financial
ranking.
Sales revenue:
10.03
FINANCES
2013
2014
In 2012 and 2013 the revenue in this
category were significantly lower
and amounted to PLN 8.1 m and
PLN 7.1 m respectively. Matchday
revenues amounted to PLN 1.3 m,
which gave Ruch the 10th rank in
Ekstraklasa right behind Korona
Kielce and Jagiellonia Białystok.
In 2012 and 2013, this revenue was
at a similar level of PLN 1.3 m. Low
matchday revenues and no alternative
sources of revenue translate into
poor diversification index of 0.32.
This result gives Ruch a place in the
second half of the chart. It is worth
mentioning that, for the second year
in a row, there is an improvement
of the revenue diversification index.
In 2012 this index was 0.49, and
in 2013 - 0.34.
Ruch was again the club with the
highest loss in Ekstraklasa. It amounted to PLN 12.3 m and 50% of this
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
9 300
seats
1920
Dariusz
Smagorowicz,
4 Energy S. A.
bluewhite
were financial costs - expenses
related to debts, paying off debts and
loans. A year ago the loss amounted
to PLN 16 m. This situation has a
direct influence on the growing debt
that has a negative effect on the
finances of the club. Current liabilities
amounted to PLN 44.5 m by the end
of 2014, which means that they
exceed the annual revenue of the club
twice. The board of the club
introduced a budget repair program
in order to lower operational costs
(down by 3.9 m when compared with
2013) , which gives supporters some
hope.
PLN
PLN
12.34
m
the highest net loss out of all
Ekstraklasa clubs
m
The amount of money spent
by the club in 2014 on wages
of players in comparison to
last season
PLN
15.6
The main source of savings
was cutting wages from 15.6
m to 10.9 m.
However, when it comes to
generating revenue, it is crucial for
Ruch to have a modern stadium that
could increase the revenues. It is still
not clear whether it will be the Śląski
Stadium or maybe the modernised
stadium in Cicha street. Numerous
discussion are being held on this topic
in Chorzów. The longer they are, the
longer Ruch will have a limited
financial potential.
10.9
in the previous year
m
Net loss of Ruch 2011-2014:
-12 142
2011
-12 402
2012
-15 947
2013
-12
339
2014
PLN
3.91 m
decrease in
operation cost
Name of the team: Korona Kielce
Name of the company: Korona Joint Stock Company
Address: 25-033 Kielce, ul. Ściegiennego 8
Tel.: +48 41 340 34 03
Korona
Kielce
13
PLN
the cheapest
family ticket in
Ekstraklasa
Korona Kielce was ranked 10th in the business
ranking: 3 ranks higher than a year before and a
rank better than at the end of the previous season
in Ekstraklasa. It is no mystery that the club has
been strugling to survive - in the games,
financially, as well as in organizational terms.
As long as Korona does not have a strong sponsor,
the times will be hard for football in Kielce.
SPORT
In season 2014/2015, Korona achieved
its goal - it remained in Ekstraklasa.
There were nervous moments on the
way. At times, it was even horrifying.
However hard work during the whole
season paid off. The team stayed in the
league.
On August 30th, 2014 after being
POLISH
CHAMPIONSHIP:
-
defeated by Jagiellonia 0:3, no-one
believed that Ryszard Tarasiewicz
would
stay in Kielce to the end of the season.
Seven matches without a victory at
the beginning of the season and only
one point were definitely not enough,
even for a team that was being
reconstructed. The coach repeated
numerous times that he and his team
needed time. The owners of the club
were patient and... it paid off. After
winning a victory over Podbeskidzie
(2:1) in the 8th round everything
started to change. The last match of
the season was the crowning and again a victory over Podbeskidzie. By
winning 3:1, Korona saved its place in
Ekstraklasa. Tarasiewicz would not be
one of the six coaches to work the
whole season 2014/2015 with one
team, if it had not been for the most
important players of Korona. “The
lunatics” had left Kielce a long time
ago, and in the struggle to stay in the
division, the club needed real players
with creativity and a little bit of
madness. The coach could count on
his most important defence players
throughout the whole season: Paweł
Golański, Piotr Malarczyk and Kamil
Sylwestrzak, as well as midfielders:
Jaciek Kiełb and Olivier Kapo (played
with number 10). The French player,
Luis Carlos, Vlastimir Jovanovic and
Vytautas Ceniauskas were the core of
the group of 14 foreigners, who played for Korona in season 2014/2015.
Many of them, including Tarasiewicz,
will work and play for different teams
in the next season.
8
th
round turned out
to be victorious for
Korona. The team
won against
Podbeskidzie 2:1
POLISH
CUP:
SUPERCUP:
-
-
MARKETING
AND MEDIA
When it comes to TV audience, the
club from Kielce is among the top
clubs. On average, 127,000 people
watch matches of Korona on pay TV.
It was the sixth result out of all
Ekstraklasa clubs. The matches of
seven clubs against Korona Kielce
were among the most popular ones.
With an average stadium attendance
of 6,286, Korona Kielce is in the
middle of the table. Affordable prices
of season tickets (average PLN 108.5)
and family tickets (PLN 13) allowed
the club to maintain the number of
supporters at the stadium at a level
similar to 2013/2014. A total of
120,000 spectators watched the
matches of Korona at the stadium,
which is almost the same as in the
previous season.
Thanks to the style and players who
had already played in European
leagues (former player of the French
national team Olivier Kapo), matches
of Korona Kielce had a high TV audience.They were watched by 4.7
million in total. The February match
against Legia in Kielce attracted the
highest TV audience.
In Christmastime, three players of
Korona sang a Polish Christmas
carol. The video clip was very popular
not only with supporters of Kielce.
During a weekend in May, a Talent
Show by Korona was organised in
front of the main entrance to the
Kolporter Arena, with lots of artistic
attractions. The club prepared a
heavily advertised campaign before
the last match of the season that was
to decide whether the club stays in
Ekstraklasa or not, entitled
#WszyscyNaKoronę (everyone goes
to see Korona).The aim was to invite
the biggest number of people to help
the team win the most important
match of the season. The project
turned out to be a success, and the
attendance was the third highest in
the season. The team won 3:1.
Korona Kielce cooperated closely with
its partners. “Together we can achieve more” was a series of marketing
and social initiatives resulting from
cooperation between the club, Coca-Cola and the market chain Lewiatan.
The media value of Korona in the previous season amounted to PLN 20 m,
which gave the club rank 7 out of all
Ekstraklasa clubs - a much higher rank
than in the case of the final division
table.
4
assists and 7 goals were scored
by the former national team
player of France, Olivier Kapo in
his debut season in Poland
Players as
eco-chefs
Name of the team: Korona Kielce
Name of the company: Korona Joint Stock Company
Web: www.korona-kielce.pl
Facebook: www.facebook.com/korona.kielce.oficjalna
12.96
12.64
Korona did not manage to break the
barrier of PLN 11 m of sales revenue
two years in a row. The club finally
did it in 2014. Result from the past
12 months by PLN 2 m reaching PLN
13 m of revenue. This result gives the
club the 12th rank out of all clubs in
Ekstraklasa.
10.93
PLN million
10.98
Korona Kielce was ranked
classification, which is a
much better rank than
the previous year when it
was ranked the last.
Sales revenue:
12.82
FINANCES
2010 2011 2012 2013 2014
Revenue from a match day
amounted to PLN 1.3 m in
2014. This result is lower by
PLN 200,000 in comparison
with 2013.
In this category Korona was ranked
9th out of all clubs in Ekstraklasa.
Although this result gives the club
a place in the middle of the table, it
is worth mentioning that this ratio
is very asymmetric (the average
was PLN 3.5 m, and the median
PLN 1.4 m). This results from the fact
that the revenue of Legia alone amounts to 37% of the total matchday
revenues in Ekstraklasa, which is
why the bottom part of the table is
crowded.
Korona has been steadily improving
the revenue from advertisements
and sponsorship since 2012. In 2014,
it was almost PLN 5.6 m, so a million
more than in 2013. This might still not
be as much as in the times of Kolporter, but the contract with the agency
Hanseatisches gives some hope of
improving the financial situation of
the club and to find a new important
investor.
PLN
267,000
The cost of each scored point compared to wages of players
The revenue diversification index of
the club from Kielce, in comparison
to other clubs of Ekstraklasa, does
not look that good. It is 0.34 and is
slightly better than the average of
the league (0.37).
It was similar in the previous years.
The club can cover only 58% of the
operational costs from sales
revenues. The club does not even
have enough revenue to cover wages
- in order to do that the club needs
almost PLN 600,000 from other
sources.
Another year with a negative
net result (PLN -8.9 m)
contributed to a higher debtto-assets ratio.
Its total value has been growing since
2011 at a high pace. By the end of
2014 it exceeded PLN 10 m. In 2012
the debt-to-assets ratio got twice as
bad and, as a consequence, it stays at
a level similar to the one from 2013 in
this report, namely 4.5. In this respect
the club is ranked 12th with the
division averae of 3.29.
Poor financial results negatively
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
11 999
seats
1973
The
municipality
of Kielce
yellow-red
influence the liquidity of the company.
Since 2011, when the liquidity index
of Kielce reached 0.99, it has started
to fall systematically, and in 2014 it
reached 0.07. In this respect Korona
is far behind the other clubs. Another
index of Korona Kielce, due to which
it is at the bottom of the chart, is the
relation between scored points and
players’ wages.
In 2014, each point in cost PLN
266,900. It was more than the average
- PLN 210,000. In the case of Korona,
a very important influence on the
value was not only exerted by the
level of players’ wages but also a
weak sports effects. The total cost of
player’s wages in 2014 amounted to
PLN 10.4 m.
The financial situation of Korona is
getting worse each year. The revenue
increase from 2014 and a possible
new sponsor could give the club hope
for a better future, especially when it
comes to finances but also for sports
results.
Commercial revenue:
2014
351
2011
532
2012
499
(PLN thousand)
Liquidity index of Korona
over the years:
2011
0.99
2014
0
0.07
liquidity index (the worst
of all clubs of Ekstraklasa)
0.21
2012
2013
231
2013
0.09
0.07
0,5
1
Piast
Gliwice
Name of the team: Piast Gliwice
Name of the company: Gliwice Sport Club “Piast” Joint Stock Company
Address: 44-100 Gliwice, ul. Okrzei 20
Tel.: +48 32 335 31 15
20
goals were scored by
Kamil Wilczek - the top
scorer of Ekstraklasa
in season 2014/2015
Piast Gliwice went up from rank 16 to 13 in the
business ranking. The club is ranked 13th in the
financial classification, 12th in the media and
marketing classification and 13th in the
sports effectiveness category as well. What
distinguishes Piast from other clubs in the
business ranking is that it generated a net profit
for the third time in four years.
SPORT
They started the season in the Spanish
style and finished in the Czech style.
They won against the champion and
the vice-champion but they did not
make it to group A of Ekstraklasa.
They shot a lot of goals (50) having
Kamil Wilczek as the team-top scorer
in 2014/2015, but at the same time
they conceded most goals in the division (56). They dreamt about finishing
at a better place but ended up at the
same rank as last year.
105
sponsors and partners
support Piast - the
highest number in
Ekstraklasa
POLISH
CHAMPIONSHIP:
-
The first lost match was against
Lech (0:4) the last - against Cracovia
(0:3). Fortunately for the players and
supporters of Piast Gliwice, between
those two failures there were 35
other matches, with a couple of great
victories. The coach, who led the
team from the 1st to the 24th round
experienced, as he put it, a couple
of “resultados historicos” - historic
results - for the club. Good results of
Piast in the first part of the season
were important at the end of the
season, when the club had to fight
to stay in the division. The victory over Górnik Zabrze and Lech
(3:1 with Wilczek’s hat-trick)
five matches in a row without a defeat, a victory over
Lech and a draw with
Wisła - these were only a couple of moments that the
supporters of the team
lead by Angel Perez Garcia
would remember. Unfortunately the team lacked
in regularity, which is why
after they had dropped out
of the Polish Cup and after
24 matches in Ekstraklasa,
the coach had to leave. The
next coach, Radoslav Latal,
did not have a good start.
Despite the chance to play in
Group A, after two defeats the
club went down in the table and
started the battle in the final
phase ranked 10th. It got only
one point in the first two games
which is why the fight for
sur vival was even firercer.
But this time the club was lucky. Previously earned points
and increasing morale af ter
the match against PGE GKS Be łchatów (6:3) were
enough to stay just before the
final phase. Eight points in the last
seven matches of the season do not
foretell a battle for higher aims in the
next season.
POLISH
CUP:
SUPERCUP:
-
-
MARKETING
AND MEDIA
Piast is an example of a company,
which develops its range of marketing activity step by step. The
support of the partner - the city of
Gliwicie - is not only of financial nature. The club and the city have joined
their forces in promotional activity
many times. The campaign that encouraged inhabitants of
Gliwice to support their
team fighting to stay in the
division
is worth mentioning. The club
actively uses opportunities presented
by social media. The chief asset of
Piast in season 2014/2015 was Kamil
Wilczek, who not only played well on
the field. Ekstraklasa prepared many
activities directed at the
supporters and focusing on
the top scorer of the team.
His famous mask, in which he played
in autumn, even made it to the club
museum.
4,500 spectators watched matches
of Piast at the stadium in Gliwice on
average. This result is similar to that
of season 2013/2014. The match
against Górnik Zabrze was a hit 8,102 spectators watched it at the
stadium. An average of 109,000
supporters watched matches of
Kamil Wilczek and the rest of the
team on TV.
250
PLN
The price of a VIP ticket for
a match of Piast
200
club shirts were bought
by supporters of Piast in
season 2014/2015
Top scorer
Kamil Wilczek
says goodbye
to supporters
After the analysis of the five best
broadcast results of Piast, one can
notice a clear increase of 100,000
viewers in comparison to the previous
season (890,000 in 2014/2015 and
789,999 in 2013/2014).
As a result of the “Crazy for support”
project, the noise made during the
match against Zawisza was
measured. It was 91 decibels.
Should this record be broken, the club
promised a special discounts for
matches in the loudest sectors.
“Blue- red” Łapu Capu was a version
of the popular programme by Canal+
presenting the funniest bloopers
from the club’s channel Piast TV.
As part of the campaign “Accelerate
with Piast”, physical activity was
promoted among children through
out-of-the-ordinary sports classes.
The club celebrated its 70th
anniversary in season 2014/2015.
An exhibition was set up dedicated to
Piast’s history and its players.
Name of the team: Piast Gliwice
Name of the company: Gliwice Sport Club “Piast” Joint Stock Company
Web: www.piast-gliwice.eu
Fanpage: www.facebook.com/PiastGliwice
FINANCES
Piast is ranked 13th in the
financial classification of
the report, which means
that it went up by 1 rank in
comparison to the last
edition.
The sales revenue of the club from
Gliwice in 2014 increased by PLN 1
m and reached the value of PLN 12.7
m. This is the best result in the
history of the club – but at the same
time the fourth worst result of Ekstraklasa. In this respect Piast is better
than Górnik Łęczna, Zawisza and
Podbeskidzie. The biggest revenue,
almost 50% of the above (PLN 5.2 m,
which is a decline of PLN 1 million in
comparison to 2012/2013), resulted
from TV broadcasts. The second most
important source of sales revenue
was sponsorship and advertisements.
The club received PLN 3.4 m from
those, which means a million more
than in 2013 (the situation was better
only in 2008), but is still one of the
lowest results in the division. Only
Zawisza reported lower revenue of
this kind in 2014. If Piast does not
find a strategic sponsor, for season
2015/2016, the situation will not improve. The club will still be dependant
on financial support from the city.
Another record for the club was the
PLN 1.7 m (only PLN 0.6 m in 2013)
that the blue-reds received from
transfers, and this was mainly thanks
to Damian Zbozien, who left the club
for Amkar Perm. Unfortunately, the
revenue from the match day dropped
by 50%. In 2013, it was the highest in
Piast’s history (PLN 1.7 m), but a year
later it returned to the level of 2011
(PLN 0.8 m). It seems that the effect
of the „new” stadium is over and
marketing experts of the club did not
find any way to keep up the interest in
the team.
All this contributed to the improve-
Net result
of Piast:
2013
PLN
12,662
,000
Highest revenue of Piast in
the history of the games in
Ekstraklasa
PLN 1 m
The increase of revenue of Piast
in 2014 in comparison with 2013
4
The revenue of Piast increases
for the 4th time in a row
PLN - 4,658,000
2014
PLN 222,000
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
10 037
seats
1945
The
municipality
of Gliwice
blue-red
The lowest liquidity index in
Ekstraklasa:
Korona
0.07
GKS
0.14
less than the average of Ekstraklasa.
0.17
Piast
0%
10 %
PLN
1.7m
Record-high transfer revenue
of the club
PLN
10
m
were given to the club by the
main shareholder - the city of
Gliwice
20 %
ment of the revenue diversification index, which dropped from 0.43 to 0.35.
This is much but it is still the 10th rank
inthe table. The city of Gliwice gave
PLN 10 m to the club as a
donation. This was PLN 2 m more
than a year before. Thanks to this,
„The Blue-reds” made a net profit of
over PLN 200,000 in 2014.
12 months ago their loss amounted
to almost PLN 4.7 m.
The financial result was
improved despite the
increase of players’s wages
from PLN 8.1 m to 8.9 m.
This value is still below the
average of PLN 12 m.
For each scored point, Piast paid its
players PLN 20,000 more in 2104 than
in the previous year (an increase from
PLN 156,000 to PLN 177,000 per
point). This is, however, PLN 30,000
Unfortunately Piast had prolems with
its liquidity. Despite the fact that in
2013 the club was able to cover only
26% of the liabilities required in one
year with its assets, by the 2014 this
index dropped to 17%. This is three
times less, than the average in the
league. Only Korona and GKS Bełchatów had a lower index.
Only when it comes to debt the club
from Gliwice has a better results than
other clubs in Ekstraklasa. Despite
the fact that the debt of Piast exceeds its assets 2.5 times, this result is
still below the average result of the
league which ranks them 10. This
means 60% of debt without coverage
(4.5 million PLN), which is not a comfortable situation for the creditors.
The 13th rank in this year’s
edition of the ranking seems
to reflect the financial
potential of the club. Just as
in sport - it is not the worst
case but it is more a struggle
for survival than a stable
development.
The most important thing for the
board of the club seems to be good
management of debts and financial
liquidity, an active search for a strategic sponsor and keeping the most
talented players, despite financial
cuts, in the team.
Podbeskidzie
Bielsko-Biała
Name of the team: Podbeskidzie Bielsko-Biała
Name of the company: TS Podbeskidzie Joint Stock Partnership
Address: 43-300 Bielsko-Biała, ul. Rychlińskiego 21
Tel.: +48 33 498 39 88
107
goals were scored
in Podbeskidzie
matches - the
third result in
Ekstraklasa
Ranked 13th in the division, Podbeskidzie was
ranked 12th in the business ranking - 2 ranks
higher than one year ago. The club definitely
improved its financial situation (the 7th rank in the
financial classification) and has the lowest wages
costs in Ekstraklasa.
POLISH
CHAMPIONSHIP:
-
SPORT
For the past 30 matches, the team was
in the upper part of the table and unfortunately lost its chance at the very
last moment - just before the end of
the main phase. Leszek Ojrzyński had
to leave the team because it did not
qualify to Group A.
The first part of the season was realy
good for the team. The team played
well in Ekstraklasa and had good
results in the Polish Cup, where they
beat Zawisza, Górnik Zabrze and
Piast. They were defeated by Legia in
semifinals.
It is worth noting that in the first part
of the main phase the team had great
results - defeating Legia (2:1), Lechia
(1:0) or Pogoń (2:1). In the spring, the
team was only able to defeat GKS (2:1)
and Jagiellonia (1:0). The owners run
out of patience and Dariusz Kubicki
became the coach. The coach,
having worked previously in Bielsko,
got a team that was not motivated,
as
it did not qualify to the final 8.
Two
victories and one draw in the
final
phase plus other
good results turned out to be
enough to stay in Ekstraklasa.
POLISH
CUP :
SUPERCUP:
-
-
MARKETING
AND MEDIA
The club from Bielsko-Biała strengthens its position as a well organised
sports institution open to new marketing ideas with each season. Podbeskidzie stadium grows each day and,
in season 2015/2016, it will become
a new, modern arena of Ekstraklasa.
The owners of the club can expect an
increase in stadium attendance. In
season 2014/2015 the capacity of the
stadium already increased to 6,962
seats. Podbeskidzie was the leader in
season ticket sales (3,995) amongst all
teams of the Śląskie voivodship. It was
not a result of the price policy because
the season tickets of the club are more
expensive than those of Ruch and Piast.
In season 2014/2015 the attendance
was 3,958 spectators on average. This
is an increase of over 900 supporters in
comparison to 2013/2014. The match
against Wisła Kraków attracted the
biggest number of spectators (6,188).
The match against “The White Star” at
its own stadium resulted in the highest
viewership. 196,000 viewers watched
the match on pay TV.
In the 2014/2015 season, Podbeskidzie
sold 555 official club shirts.
The supporters were encouraged to
buy the club shirt with the lowest price
3,955
season tickets were sold
in season 2014/2015
Season 2014/2015
from stand
perspective
in Ekstraklasa (PLN 99).
The club organised campaigns like
“Take a bus to the match” and “Nissan Podbeskidzie on Tour” to communicate with supporters in an active way.
The club also used marked cars, whose
passengers informed about matches
and gave away tickets, which increased
the attendance during the match. In season 2014/2015, another edition of the
charity initiative Donate blood and see
a match took place, and the supporters
set a new record for blood donation.
900
Increase on the average
attendance in comparison
to last season
PLN
99
PLN
50
The price of the club
shirt - the lowest In
Ekstraklasa
The price of a VIP ticket
for Podbeskidzie home
match - the lowest in
Ekstraklasa
Name of the team: Podbeskidzie Bielsko-Biała
Name of the company: TS Podbeskidzie Joint Stock Partnership
Web: www.tspodbeskidzie.pl
Fanpage: www.facebook.com/ts.podbeskidzie
FINANCES
Despite the second
lowest revenues in the
division, Podbeskidzie
Bielsko-Biała was ranked
classification of the
business ranking
of Ekstraklasa. All
this thanks to the best
liquidity index and
and the third best debt
ratio. Effects of savings
policy are apparent in
the club.
The revenue of PLN 11.5 m is the best
result reported by the club since they
were included in the Polish Football
Business report. Yet this is the second
worst result out of all 16 clubs, even
despite the fact that the revenue increase in comparison with 2013 was 33%.
Nonetheless, only the club from Łęczna
had lower revenues in 2014, but that
club spent half of the year in the First
Division without financial support in
the form of broadcast revenue.
As is the case for other smaller clubs
of the division, sponsorship, advertisements and TV broadcast are the most
important sources of revenue (92%)
for Podbeskidzie. The revenues of Bielsko-Biała increased by 60% and 21%
respectively in comparison to 2013.
Thanks to this, the club reported record
revenues in 2014.
The remaining sources of revenue had
The lowest wages
of players:
Zawisza
Bydgoszcz
PLN 7.56 m
Górnik
Łęczna
PLN 6.97 m
Podbeskidzie
Bielsko-Biała
PLN 4.33 m
Jagiellonia
Białystok
PLN 6.80 m
minor influence on the condition
of the team. The matchday revenues
amounts to 6% and the team is ranked
13th in this category.
In season 2014/2015 Podbeskidzie
had the 4th lowest rank in Ekstraklasa in terms of attendance.
One has to remember that
the municipal stadium is
under construction since
August 2014. The target
capacity is 15,000. This can
have a positive influence on
the revenue diversification
of the club in the upcoming
years. The stadium is in final
construction phase.
For the past two years, Podbeskidzie
has managed to decrease operational costs gradually . In 2012-2014
they decreased by 10%. The wages
GKS
Bełchatów
PLN 7.50 m
PLN
11.49
m
The highest revenue of
Podbeskidzie in its history of
playing in Ekstraklasa
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
6 962
seats
1907
The
municipality
of BielskoBiała
redwhitenavy blue-
(under
construction)
Operational costs of Podbeskidzie:
2009
5.4
2010
6.5
2011
6.9
12.3
2012
2013
11.2
2014
11.1
0 million PLN
5
of players were also subject to cost
cuts. The wages are the lowest in
Ekstra- klasa. In 2014, the club spent
only PLN 4.3 m on them. This and quite
good sports condition of the team
gave the lowest cost of each point.
It amounted to PLN 71,000 and was
over PLN 40,000 lower than the second
result in this category (Jagiellonia
Białystok). Stable policy of reducing
operational costs and the record
revenue translated into making a net
profit of PLN 1.4 m in 2014, which
means profitability of 12%. This is the
first profit made by Podbeskidzie in
Ekstraklasa.
Lower debts are also a sign of an improving financial situation. In comparison to previous years, the debt index of
the club is lower.
Since 2012 it has decreased from 323%
to 69%, which gives Podbeskidzie a
rank in the upper part of the table,
right after Cracovia and Zawisza.
10
PLN
71 ,000
Paid for each point
in players’ wages
15
PLN
3,958
m
Spectators saw home matches of
Podbeskidzie on average
PLN
1.38
net revenue of Podbeskidzie
m
Górnik
Łęczna
Name of the team: Górnik Łęczna
Name of the company: Górnik Łęczna Joint Stock Company
Address: 21-010 Łęczna, Al. Jana Pawła II 13
Tel.: +48 81 752 17 40
5:2
the highest victory
in the season (over
Zawisza Bydgoszcz)
Górnik Łęczna was ranked last in the business
ranking of Ekstraklasa Clubs. The lowest revenue
of the league and poor diversification, low
position in the media ranking and the third last
rank in the sports efectiveness category- all this
made it impossible for the only representative
of the Lubelskie voivodship in Ekstraklasa to
achieve, in the business sense, anything else.
SPORT
Górnik Łęczna, which returned to Ekstraklasa after 7 years of banishment,
was struggling to avoid relegation to
the very last round. It was possible
thanks to the experience of the coach
(Jurij Szatałow) and the atmosphere
in the team upheld by the captain
Veljko Nikitovic.
After five rounds of season
2014/2015, the club was in the
bottom part of the table but then it
started to move upwards. The injury
of the top scorer, Fedor Cernych, hit
the team very hard.
POLISH
CHAMPIONSHIP:
-
They started the winter break with
a 7-point advantage, which seemedsafe. They also won against the
Polish Champion, Legia Warszawa
(3:1).The spring did not bring any
revolutionary changes into the game
of Górnik. Shpëtim Hasani and Evaldas Razulis, who tried to replace Cernych, did not give the team as much
as the Lithuanian player. Łęczna
could count on the good game of the
experienced players: Grzegorz Bonin,
Patrik Mraz, Tomasz Nowak or Veljko
Nikitovic. Only two victories in the
spring in the regular phase resulted
in a lower 13th rank in the table and
a lot of stress prior to the final phase.
The team got a second wind at the
very end of the season. They managed to win away matches with
Piast Gliwice (3:2) and Korona
Kielce(3:1), which enabled
the team to stay in Ekstraklasa. The heroes of those
matches were Cernych
and Hasani, who scored
2 goals each.
Summing up the
season of the club
one has to praise the
patience of the
owners of the club
Who let coach Szatałow do his job.The
coach, despite a
couple of unsuccessful winter
transfers,
put the team
together and it
remained in the
top division.
POLISH
CUP:
SUPERCUP:
-
-
MARKETING
AND MEDIA
Górnik Łęczna has introduced new
technologies at its stadium. All spectators gathered at the stadium during
the April matches had access to free
WiFi and could share their excitement
with social media and the official
application of Ekstraklasa. Moreover,
the team was strongly supported by
a very famous Polish comedy group
Ani Mru Mru. In a dedicated video
clip, they encouraged fans to support
their team in the stadium. Łęczna is
the leader when it comes to the relation between the attendance at the
stadium and the number of citizens
of the town. Despite winter temperatures, the match against Legia
Warszawa was attended by 7,000 people, which is 36% of all inhabitants
of the town! The average attendance
in the season exceeded 4,000 people,
which was one of the highest results
in Group B. The match was also
viewed by the biggest number of
supporters of Górnik Łęczna on TV.
265,000 viewers watched one of the
biggest surprises of the season when
the small club won against the club
from the capital city. Górnik Łęczna
promoted itself actively among the
local community and prepared a
lot of pro-sale project directed at
supporters. The initiative “Take your
friend to a match FOR FREE!” is
worth mentioning. Taking friends,
who have never been to the stadium,
to a match was awarded with free tickets. This was an offer for the match
against PGE GKS Bełchatów in the
37th round. 382 people profited. The
“Happy Hours” initiative
et supporters buy tickets at lower prices at certain hours via the Web page.
The club did everything it could to
enable purchasing tickets also to new
fans, who had never before registered
in the on-line system. This initiative
was successful - Internet ticket sale
increased by 20-30%.
36%
of the population of
Łęczna saw the match
against Legia at the
stadium
2 ,995
season tickets were sold during
the season
The Ani Mru Mru
comedy group
invites people
to a match of
Górnik
11
goals were scored
by Fiodor Cernych in
season 2014/2015 of
Ekstraklasa
Name of the team: Górnik Łęczna
Name of the company: Górnik Łęczna Joint Stock Company
Web: www.gornik.leczna.pl
Fanpage: www.facebook.com/gornikleczna
FINANCES
In the financial
classification of the
Ekstraklasa clubs of 2014,
Górnik Łęczna was ranked
15th leaving only GKS
Bełchatów behind. Górnik,
like all other clubs that
qualified to Ekstraklasa,
reported an increase of
revenues. 66.2% is a
definitely better dynamic
than in 2014. Despite this,
the total revenue amounted
to PLN 11 m, which is why
Górnik was ranked last in
this category. Even with
the exclusion of Legia and
Lech, the average revenue
in Ekstraklasa amounted to
PLN 19.5 m - almost twice
more than the budget of
the club from Łęczna.
PLN
3.2 m
Sum received by Górnik
Łęczna from Ekstraklasa S.A.
in 2014 from sales of media
rights
16 16
rank rank
66.2% 10.974
th
th
of Górnik in Ekstraklasa with
revenue increase dynamics
Over half of the club revenue,
PLN 6 m, came from the main
sponsor - the Bogdanka coal mine.
This had a clear influence on the
revenue diversification index, which
was one of the weakest. Only Zawisza
Bydgoszcz and PGE GKS Bełchatów
were weaker. Bogdanka turned out
to be to the most generous sponsor
when it comes to Ekstraklasa clubs.
It’s financial support amounted to
56.5% of the revenue of Łęczna.
No other sponsor had such an
influence on a club.
The second biggest source of revenue
of Górnik was PLN 3.2 m that the
club received from Ekstraklasa S.A.
for media rights. The club received
this sum of money only for 6 months
of playing in the top division.
The matchday revenues amounted
to PLN 700,000, which should be no
surprise taking into consideration
lower ticket prices in the First Division
in the first half of the year and one
of the lowest attendances at the
stadium in the top division. In season
2014/2015, the stadium of Łęczna
was attended by 4,100 people on
average, which was the 12th result
in the division. The costs increased
with the increase of revenue and
qualifying to Ekstraklasa. The fact
that the owners introduced a limit on
of Górnik in Ekstraklasa with
PLN
sales revenues
m
player’s wages did not save the club
from a financial net loss amounting to
1.9 million PLN. Profitability reached
-17.62%.
The wages in Łęczna
increased by several dozens
percent in comparison with
2013, but at the same time
they were the lowest among
Esktraklasa clubs (only
Podbeskidzie and Jagiellonia
had lower ones) - Górnik spent
PLN 6.97 m on salaries of
players.
The cost of a point in player’s wages
amounted to PLN 167,000 in 2014 and
was the 4th lowest in Ekstraklasa, but
only because Łęczna played in a lower
division in the first half of the year
and it scored a lot of points there. The
asset situation of Górnik compared
with other clubs of Ekstraklasa was
relatively good in 2014.
Although the liabilities of
the club exceeded its assets,
the debt-to-assets ratio at
the level of 1.45 gave Górnik
Łęczna the sixth rank in this
category.
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
7 500
seats
1979
GKS Górnik
Łęczna
greenblack
It is worth mentioning that this ratio
increased to 0.93 in comparison to
the previous year, when the team
played in the First Division.
Summing up, the rank of this club in
the financial ranking almost ideally
reflects its sports results at the end of
the season. It resembles GKS Bełchatów. This shows that today’s Ekstraklasa is too demanding for clubs from
small towns that have no chance to
develop in a sustainable way thanks
to diversified sources of revenues.
The one and only hope for those clubs
is the support of rich sponsors.
Remunaration
costs:
2x
The wages costs of Górnik
Łęczna in 2014 doubled in
comparison to 2013
GKS
Bełchatów
PLN 7.50 m
Jagiellonia
Białystok
PLN 6.80 m
Podbeskidzie
Bielsko-Biała
PLN 4.33 m
Górnik
Łęczna
PLN 6.97 m
PLN
315,000
The cost of a point in players’ wages
Zawisza Bydgoszcz 7 %
Wisła Kraków 22 %
39 %
Śląsk Wrocław
Ruch Chorzów 7 %
Pogoń Szczecin 16 %
Piast Gliwice 6 %
Podbeskidzie Bielsko-Biała b.d.
Legia Warszawa 4 %
Lechia Gdańsk 17 %
Lech Poznań 5 %
Korona Kielce 13 %
Jagiellonia Białystok 19 %
Górnik Zabrze 16 %
57 %
Górnik Łęczna
GKS Bełchatów
Cracovia
25 %
50 %
The share of the main sponsor in the revenue
of clubs:
Zawisza
Bydgoszcz
Name of the team: Zawisza Bydgoszcz
Name of the company: WKS Zawisza Bydgoszcz Joint Stock Company
Address: 85-915 Bydgoszcz, ul. Gdańska 163
Tel.: +48 52 588-08-32
Zawisza went down from the 12th to
the 14th rank in the business ranking
of Ekstraklasa clubs. Obviously, it was
due to poor sports result and lack of
interest in the club. Zawisza was ranked
last in the marketing-media category
and it was ranked second to last in the
sports effectiveness classification.
4
teams got
more points
than Zawisza
in Ekstraklasa
in 2015
500kg of sweets
collected for
children. Sweets in
exchange for tickets
POLISH
CHAMPIONSHIP:
-
SPORT
Even the fifth best point result in the
Even the fifth best point result in the
division will not help, if the club starts
the spring part of the season with
9 points. This could be the description
of the spring struggle of Zawisza to
stay in the division.
The team from Bydgoszcz started the
season as the winners of the Polish
Cup (their first) and the right to play in
the qualification games to the Europa
League. The change of the coach was
a very important decision. Ryszard
Tarasiewicz was replaced by Jorge
Paixao. The Portuguese coach had to
get to know the team in a very short
period of time and also add a couple
of new players. The first matches
did not foretell a horrific autumn.
Zawisza won against Legia Warszawa
in the Polish Supercup (3:2) , as well
as against Korona in Ekstraklasa (2:0).
It dropped out of the European cups
after a match against the Belgian
Zulte Waregem.
The worst was still to come. The club
from Bydgoszcz lost eight matches in
a row, and the defeats against Górnik
Łęczna (2:5) and Lech (2;6) were
especially painful. The patience of the
owner of Zawisza finished at the end
of August after another defeat - this
time against Piast (0:3).The successor
of Paixao, Mariusz Rumak, who had
recently left Lech, started off ambitiously with the match against Wisła
Kraków (2:4). The team, consisting of
many foreign players, was not able to
make up for the lost points to the end
of 2014, that is the 19th round.
A real revolution took place in
the winter. Bydgoszcz welcomed
experienced players from the best divisions in their countries and a well-used preparation period made Zawisza
a tough opponent even for the best.
Players of coach Rumak did not lose
any of the next eight
POLISH
CUPS:
SUPERCUP:
2014
2014
matches. They finally lost against
Legia in Warszawa (0:2).
At the end of the main phase, it
looked as if what seemed to be impossible after 19 rounds, is now possible.
However, WKS could not keep the
pace and it finished the final phase
with two victories and was relegated
out of Ekstraklasa.
The away match against Polish vice-champion attracted a record number
of TV viewers - 284,000. This was
also the sixth match of Ekstraklasa in
terms of TV audience in 2014/2015.
An original program “Sweet taste of
victory” was carried out by Zawisza.
Supporters bought sweets for children placed in foster institutions and,
in return, they received tickets for
matches at a very low price.The annual Children’s Day Picnic has become
a tradition in Bydgoszcz. During the
days, students of the WKS Zawisza
Academy and their families can meet
and play a friendly match with the
first team of the club.In a special
video clip which was cre-ated for the
Women’s Day, Zawisza players wished
all the best to female supporters.
MARKETING
AND MEDIA
Thanks to the ticket policy supporters
had access to Ekstraklasa matches
at very attractive prices, both single
and season ones. The average price of
a season ticket was PLN 120, one of
the lowest in Ekstraklasa.
A very interesting trend is visible in
Bydgoszcz. Matches played at 6 P.M.
had the biggest audience - both at the
stadium and on TV. The attendance
during matches of Zawisza depended
on results. The spring record series of
six victories in a row attracted more
supporters than in autumn.
20
8
120
Zawisza did not lose
8 matches in a row in
spring 2015
PLN
The price of a ticket for the
supporters of the away
team -one of the lowest in
Ekstraklasa
PLN
The average price of season
ticket for Zawisza matches
Name of the team: Zawisza Bydgoszcz
Name of the company: WKS Zawisza Bydgoszcz Joint Stock Company
Web: www.wkszawisza.pl
Fanpage: www.facebook.com/pages/wks.zawisza.bydgoszcz.sa
FINANCES
No-one would have
thought that after winning
the Polish Cup and a good
season 2013/2014, the
team would be relegated
from Ekstraklasa the next
year. Zawisza proves that
regardless of the sports
results, it is a club that
clearly stands out when
it come to managing
finances. The team
was ranked 8th in the
financial classification of
the business ranking but,
taking into consideration
the circumstances, it
has to be stressed that
the club is one of the
best managed in Poland.
Zawisza was the only club
that managed to achieve
a net profit for the second
time in a row. In 2014,
it was PLN 1 m, and the
profitability index was
8.7%.
Net profit
of Zawisza:
2013
PLN 0.56 m
2014
PLN 1 m
The revenues of Zawisza increase
each year:
PLN 0 m
2014
2013
2012
2011
3
4.07
10.37
12.55
Unfortunately, season 2014/2015 was
full of conflicts between the team
from Bydgoszcz and its supporters,
which was reflected in the structure
and amount of revenue and also
influenced the rank of the club in the
financial classification. Revenues
at the level of PLN 12.5 m in 2014
are higher by 21% than in 2013 and
300% higher than two years ago.
Yet it is the third lowest result in
Ekstraklasa. The weakest attendance in Ekstraklasa caused decline of
matchday revenues from PLN 2 m
2,775
to PLN 650,000.
Much higher TV broadcast revenues
were a compensation - PLN 8 m in
comparison to PLN 3.5 m in 2013.
This change in the structure of revenues had a negative influence on the
revenue diversification index. In 2014
it was 0.55 and it was the se-cond
lowest out of all 16 clubs. Also in
terms of business cooperation, Za-wisza reported lower revenues than
in the previous year. They decreased
by PLN 774,000. It is possible that
also this result was influenced by the
conflict between supporters and the
supporters watched Zawisza matches
at the stadium in Bydgoszcz
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
20 559
seats
1946
Radosław
Osuch
blueblack
Clubs with the best
debt-to-assets ratio:
Cracovia
Podbeskidzie
0.42
0.69
Zawisza
0.63
club. In the previous edition of the
report.
Zawisza reported an ambitious scored
point cost ratio. The index measured
on the basis of salaries of players was
PLN 49,000. Higher salaries, bonuses
paid to the players and a smaller
number of scored points influenced
this index which was PLN 180,000 for
2014. Currently, 7 clubs of Ekstrakla-
0.83
Zawisza has the 4th
best liquidity index
in the division, after
Podbeskidzie, Cracovia
and Lech
sa manage their budget better.
When it comes to the stability of
financing sources, the club from
Bydgoszcz shows a very good situation again. The above-mentioned
profit improved the debt-to-assets
ratio - in 2014 it was 0.63 - and
only Cracovia has a more stable
financing structure. The financial
liquidity of the club improved for the
same reason. The liquidity index
was 0.83 and only three clubs of
Ekstraklasa had a better result.
The year 2014, when it comes to
finances, was very good for the club
from Bydgoszcz. The next one will be
worse, for sure. The relegation will
have a big influence on the finances
of the club. The broadcast revenue
will not be as high as usually. The conflict with supporters does not seem
to be solved and the revenue from
the sale of Michał Masłowski and the
support of local authorities may not
be sufficient for the club to develop
further. The club hopes that a couple
of players that came to Zawisza in the
winter break 2014/2015 and played
great matches could be sold.If this
does not happen, it will be difficult
for the club to qualify to Ekstraklasa
again.
PLN
180,000
the cost of a point in player’s wages
PGE GKS
Bełchatów
Name of the team: PGE GKS Bełchatów
Name of the company: GKS Bełchatów Joint Stock Company
Address: 97-400 Bełchatów, ul. Sportowa 3
Tel.: +48 44 635 03 55
On Valentine’s
Day players invited
supporters to a match
PGE GKS Bełchatów was ranked last at the end of
the season but it was ranked 15th in the business
ranking. The only representative of the Łódzkie
voivodship in the top division was the weakest
in the financial ranking due to poorly diversified
sources of revenue and low financial liquidity.
In the marketing-media classification and in
the category of sports effectiveness the team is
ranked 13th.
1:0
the first away victory: against
the Polish champion - Legia
Warszawa, in the first
match after the comeback to
Ekstraklasa
POLISH
CHAMPIONSHIP:
-
SPORT
After five matches in season
2014/2015, the team from Bełchatów
was the vice-leader with the same
number of points as the leading Górnik Zabrze. Due to the horrible spring,
the team was relegated to the First
Division after a single year in Ekstraklasa. The players coached by Kamil
Kiereś started the season well and
won against the Polish champion, Legia Warszawa, in an away match.Later
they won against Korona and Śląsk
and drew against Podbeskidzie and
Górnik Łęczna. Up to mid- November
the team seemed to have secured
a place in the top 8. Even the loss
against Lech in Poznan (0:5) did not
change the positive attitude. However, all work was destroyed by a series
of seven lost matches. This series was
stopped at the end of February with a
victory in a home match against Wisła
Kraków (3:1). After three further defeats, coach Kamil Kiereś had to leave
the club and was replaced by Marek
Zub. The coach was well-known in
Bełchatów because he worked as an
assistant to Orest Lenczyk and won
the vice-champion title with the club
in 2006/2007. The nice coach will not
remember the tenure at Bełchatów
as a good one. He had no success and
after a hockey-like loss in Gliwice (3:6)
he resigned. The devastated team
was not able to compete for the rest
of the season. The results of PGE GKS
in the spring part of season 2014/2015
(2-3-13) made it impossible to think
about anything else than a relegation.
Neither 11 goals scored by Arkadiusz
Piech, (borrowed from Legia), nor
Maciej Małkowski, Sebastian Olszard
and Damian Zbozień could help.
One could expect more from Michał
Mak or Bartosz Ślusarski who started
the season quite well.
POLISH
CUP:
SUPERCUP:
-
-
MARKETING
AND MEDIA
The only representative of the Łódzkie voivodship had a very successful
marketing policy in order to attract
families with children to the stadium.
The small stadium in Bełchatów was
full of families with children, which
confirmed that the club is supporter-friendly.
Almost 1,000 season tickets were
sold in the campaign prior to the
season, and owners of season tickets
constituted 32% of all spectators
during each match.
The biggest audience was present
during the matches against the
champion and vice-champion.
Both matches attracted over
4,000 spectators. The matches of the
team were more popular in autumn,
as the club was in the upper part
of the table and was ranked 2nd.
The marketing activity of the club
was directed mainly at families and
this group was the most numerous.
Special family tickets at the price
of PLN 21 were the cheapest in
Ekstraklasa. Moreover, the majority
of the club gadgets were those for
children. The club prepared a very
attractive season ticket for children
and cooperated with schools in
order to promote healthy lifestyle
and stadium attendance. During the
action “Little Champion” the players
visited primary schools and organized sports classes. Thanks to the
program “Bring your classmates to
a match” hundreds of children could
see matches in a separate sector of
the stadium and learn the rules of cultured support. A family picnic combined with the presentation of the
team proved to be a huge success.
For over 3 hours supporters of PGE
GKS had the chance to participate in
various games organised by the club.
As a part of the CSR activity the play-
ers were involved in helping autistic
children, which was welcomed by
supporters.
The effort put in communicating with
families and children makes the future
look bright. The tenth media value
(PLN 18 m) out of all Ekstraklasa clubs
is a proof of this.
1
PLN
The temporary ticket price
for the Ultras stands
21
PLN
The price of a family ticket
11
goals were scored by Arkadiusz
Piech, who was on loan from
Legia Warszawa, in the
spring of season 2014/2015 of
Ekstraklasa
Name of the team: PGE GKS Bełchatów
Name of the company: GKS Bełchatów Joint Stock Company
Web: www.gksbelchatow.com
Fanpage: www.facebook.com/gksbelchatow1977
FINANCES
Thanks to qualifying
to Ekstraklasa, PGE
GKS Bełchatów became
a newcomer not only in
the division. After a year
in the First Division, the
club also returned to the
“Polish Football Business
Report”. The last time the
club was described in the
report was 2013. At that
time it was ranked 13th.
Like in the case of Górnik Łęczna, the
budget of the team has been based
on one strategic sponsor only for
years. It’s been PGE Polska Grupa
Energetyczna since 2007. In this time,
the team from Bełchatów managed
to become Polish vice-champion and
even played in the UEFA Cup qualifications. A new strategic partnership
contract was signed in November
2013, when GKS was struggling to
qualify to Ekstraklasa.
PLN
2.6
m
of net revenue was raised
by GKS Bełchatów in 2014
PGE provided the club with almost
PLN 8 m in 2014. None of the other
teams of Ekstraklasa could expect
such a generosity from the biggest
sponsor being at the same time a
company. However, this
financial involvement, and
lack of considerable assets
from other sources, apart
from TV broadcasts, has
the club ranked last in the
financial part of the report
- behind Korona Kielce and
Górnik Łęczna.
Almost 50% of the club revenue came
from sponsorship funds. The support of the main sponsor is only
more important in Łęczna (56.5%),
but it is lower there (PLN 6.97 m).
This exceeds the league average 18.9% share of the main entity in the
total revenues of the club. In the case
of Lech Poznań and Legia Warszawa
the share of the main sponsor in the
budget does not exceed 5% of revenue. Such a big share of the sponsor
generates the weakest revenue diversification index among all clubs.
In Ekstraklasa, only five clubs had
lower sales revenue than GKS. The
times, when the budget of the club
was PLN 30 m, are over. The revenue
of the club in 2014 was PLN 16.4 m.
Only Łęczna, Bielsko-Biała, Bydgoszcz, Gliwice and Kielce reported
lower revenues. However, it has to
be remembered that out of those
teams Podbeskidzie, Zawisza and
Korona spent the second half of
season 2013/2014 in a higher division
than GKS.
As every team that is new to Ekstraklasa, the team from Bełchatów
reported a substantial increase in
revenue after qualifying to Ekstraklasa. It amounted to 47.97% and was
the highest in the division. This was
possible mainly due to revenue from
TV broadcast. The new position in
the finances of GKS, after one-year
banishment in the First Division,
amounted to PLN 3 m, that is 18.8%
of the revenue of the club in 2014.
As in the case of all clubs from small
Revenue from the main sponsor
in the revenue structure of clubs
(in %)
40
30
20
10
0%
49. 76
GKS
4.73
4.12
Lech
Legia
18.90
Average
CAPACITY OF
THE STADIUM:
ESTABLISHED:
MAIN
OWNER:
CLUB
COLOURS:
5,269
seats
1977
Energetic Club
Sports
“SKRA
Bełchatów”
whitegreenblack-
PLN
towns, the matchday revenues had
a minor influence on the budget in
2014. GKS earned PLN 407,000 on
tickets and season tickets. This was
the worst result in the division, being
2.5% of the general structure of revenue. The share of the commercial
activity was even smaller - 0.56%.
Transfer revenues were also poor only PLN 340,000. Operational costs in
Bełchatów increased after qualifying
to Ekstraklasa. It exceeded PLN 15 m
which was a much worse result in
comparison to the expenses of GKS in
the previous years spent in the same division. 50% of this money were player’s
wages. Only three clubs in Ekstraklasa
pay their players low wages costs, GKS
had a very good players’ wages cost
index for each scored point. Each point
cost GKS only PLN 117,000, which was
the third result in the league, after
Podbeskidzie and Jagiellonia. However,
more than a half the club played in the
First Division. GKS that finished 2014
with a net profit.
407,000
The lowest income from a match day in
Ekstraklasa
Clubs with the lowest sales
revenue in Ekstraklasa:
10.97
Górnik Łęczna
11.49
Podbeskidzie
12.56
Zawisza
12.66
Piast
16.41
GKS
0
It was PLN 2.6 m.
12.96
Korona
5
10
15 million PLN
The following clubs paid players
the least for a point:
Podbeskidzie
PLN 71,000
Jagiellonia
PLN 115,000
It did not influence the ranking in
which the club was last due to its low
revenue and the worst level of revenue
diversification. The financial situation
of the club reflected the position of
GKS Bełchatów in the division and next
year the club will disappear from the
report again.
GKS
PLN 117,000
INEA Stadium filled to capacity
PGE Arena Gdańsk
Bartłomiej Drągowski - discovery of season 2014/2015
Children’s player escort
Lech Poznań locker room
The municipal stadium of Białystok from a bird’s eye view
appendix
136
TV audience data and detailed financial information
Name of the team:
Lech Poznań
Name of the company:
KKS Lech Poznań joint stock company
413
306
27th
3:30 P.M.
8:30 P.M.
6 P.M.
Sunday
Friday
Friday
June 7, 2015 Mar. 22, 2015 May 31, 2015 May 17, 2015
Górnik Z.
32nd
Korona
35th
203
Lechia
25th
216
Legia
Sunday
Jagiellonia
6 P.M.
24,308
Pogoń
37th
26,500
Legia
Wisła
27,538
255
Legia
41,545
Korona
41,556
25th
10th
19th
27th
17th
c+Sport
c+Sport
c+Sport
c+Family
nsport+
6 P.M.
8:30 P.M.
6 P.M.
8:30 P.M.
6 P.M.
3:30 P.M.
Sunday
Sunday
Saturday
Saturday
Sunday
Sunday
Apr. 12, 2014
Home
Away
Home
Home
Home
c+Family
nsport+
Mar. 22,2015 Sep. 27, 2014 Dec. 13, 2014 Apr. 12, 2015 Nov. 30, 2014
Top 5 matches with the highest viewership as host
Top 5 matches with the highest TV audience on nc+
65,561
65,243
52,965
50,552
85,989
54,151
53,104
30,633
0.49%
23.18%
4.78%
-41.21%
58.80%
1.97%
73.36%
-
0.26
0.27
0.26
0.26
0.27
0.40
0.32
0.44
295.42
284.37
-
-
-
-
-
-
Net profitability index
-8.39%
4.58%
17.43%
-37.35%
13.65%
1.56%
1.38%
-9.49%
Current liquidity index
0.87
0.56
0.55
0.38
1.24
0.74
0.88
1.11
Debt-to-assets ratio
0.98
0.99
1.07
0.85
0.48
0.61
0.58
0.61
Revenue (with transfers)
in PLN thousand
Revenue dynamics
Revenue diversification
index
Cost of a point in player’s wages
(in thousands of PLN)
Name of the team:
Legia Warszawa
Legia Warszawa Joint Stock Company
413
25,934
335
25,036
324
24,449
306
286
Jagiellonia
26,096
Jagiellonia
35th
20th
6 P.M.
Sunday
8:30 P.M.
Saturday
3:30 P.M.
3:30 P.M.
Saturday
Sunday
Mar. 15, 2015 Sep. 27, 2014 May 9, 2015
14th
25th
9th
c+Sport
c+Sport
c+Sport
Lech
Wisła
31st
Ruch
Lech
10th
Wisła
Lech
24th
Lech
Wisła
20,633
10th
33rd
c+Family
nsport+
c+Sport
Mar. 22, 2015 Sep. 21, 2014 Nov. 2, 2014 Sep. 27, 2014 May 20, 2015
6 P.M.
6 P.M.
6 P.M.
6 P.M.
8 P.M.
8:30 P.M.
Sunday
Sunday
Sunday
Sunday
Saturday
Wednesday
Away
Away
Home
Home
Home
May 31, 2015 Feb. 15, 2015
115,146
114,255
89,855
67,633
31,812
33,016
26,217
45,941
0.78%
27.15%
32.86%
112.60%
-3.65%
25.94%
-42.93%
-
0.26
0.26
0.27
0.26
0.26
0.30
0.27
0.32
322.87
381.26
-
-
-
-
-
-
-5.67%
38.91%
19.61%
-88.94%
-116.34%
-91.46%
-203.08%
-18.56%
0.73
0.98
0.48
0.73
1.53
1.86
2.09
2.57
1.02
0.81
0.84
5.14
4.45
4.76
3.64
2.43
in PLN thousand
Revenue dynamics
index
Name of the team:
Jagiellonia Białystok Sports Joint Stock Company
286
241
34th
35th
22nd
6 P.M.
6 P.M.
8:30 P.M.
3:30 P.M.
Saturday
Sunday
Saturday
Sunday
Oct. 18, 2014 Jun 7, 2015
20th
11th
c+Sport
c+Sport
c+Sport
187
12th
23rd
c+Sport
c+Sport
May 20, 2015 Feb. 15, 2015 Oct. 3, 2014 Oct. 18, 2014 Mar. 6, 2015
8:30 P.M.
6 P.M.
8:30 P.M.
Sunday
Wednesday
Sunday
Friday
Saturday
Friday
Mar. 1, 2015
Away
Away
Away
Home
Away
3:30 P.M.
May 23, 2015 May 31, 2015
33rd
206
Lech
37th
Wisła
Korona
12th
Legia
Górnik Z.
15,359
Wisła
15,553
Lechia
16,553
Pogoń
17,748
Legia
206
Pogoń
21,196
6 P.M.
8:30 P.M.
20,468
14,763
18,467
30,320
16,695
14,084
12,352
8,083
38.64%
-20.06%
-39.09%
81.62%
18.54%
14.02%
52.81%
-
0.40
0.57
0.54
0.47
0.37
0.57
0.29
0.35
115.37
163.26
-
-
-
-
-
-
44.03%
-30.55%
3.89%
19.75%
-72.09%
-44.19%
30.10%
-93.45%
0.51
0.59
0.50
0.42
0.23
0.24
0.72
0.21
1.48
1.72
1.48
1.38
1.60
1.40
1.15
2.84
in PLN thousand
Revenue dynamics
index
Name of the team:
Śląsk Wrocław
Wrocław Sports Clubs Śląsk Wrocław Joint Stock Company
257
Sunday
Pogoń
12th
Lech
30th
Lech
32nd
156
Legia
Piast
23rd
174
Legia
Wisła
14,746
Legia
14,791
Legia
15,768
14th
3:30 P.M.
181
182
21,005
Lech
22,687
23rd
32nd
33rd
14th
17th
c+Sport
Canal+
c+Sport
c+Family
c+Sport
Mar. 8, 2015 May 17, 2015 May 20, 2015 Nov. 2, 2014 Nov. 30, 2014
6 P.M.
6 P.M.
8:30 P.M.
3:30 P.M.
Sunday
Sunday
Wednesday
6 P.M.
6 P.M.
Sunday
Sunday
Wednesday
Sunday
Sunday
Home
Home
Away
Home
Home
8:30 P.M.
Saturday
Nov. 2, 2014 Mar. 8, 2015 May 17, 2015 Apr. 29, 2015 Oct. 18, 2014
3:30 P.M.
6 P.M.
19,469
34,446
38,195
29,236
18,635
21,628
11,637
3,769
-43.48%
-9.81%
30.64%
56.89%
-13.84%
85.86%
208.76%
-
0.33
0.32
0.34
0.32
0.41
0.38
0.39
0.62
174.04
246.34
-
-
-
-
-
-
2.63%
-21.15%
-34.50%
-50.16%
-53.69%
-2.37%
-42.92%
-107.96%
0.23
0.04
0.15
0.19
0.61
4.29
0.51
1.53
7.64
10.33
3.80
2.13
0.58
0.17
0.56
0.64
in PLN thousand
Revenue dynamics
index
Name of the team:
Lechia Gdańsk
Lechia Gdańsk Joint Stock Company
272
255
222
205
190
Lech
34th
3:30 P.M.
Saturday
3:30 P.M.
Sunday
8:30 P.M.
3:30 P.M.
Wednesday
Apr. 11, 2015 Aug. 10, 2014 Jun 3, 2015
Sunday
Wisła
Górnik Ł.
29th
4th
Górnik Ł.
Legia
36th
27th
16th
19th
c+Sport
c+Family
nsport+
c+Sport
Wisła
23,921
Lech
23,990
Legia
24,678
Legia
25,529
Lech
36,500
17th
10th
25th
c+Sport
c+Sport
Oct. 17, 2014 Dec. 12, 2014 Feb. 13, 2015 Oct. 31, 2014 Aug. 17, 2014
8:30 P.M.
6 P.M.
Sunday
Apr. 26, 2015 May 24, 2015
6 P.M.
8:30 P.M.
6 P.M.
6 P.M.
Friday
Saturday
Friday
Friday
Sunday
Away
Away
Home
Away
Away
40,433
27,410
25,651
25,582
17,832
8,702
11,531
4,979
47.51%
6.86%
0.27%
43.46%
104.76%
-24.47%
131.58%
-
0.28
0.33
0.34
0.29
0.32
0.32
0.30
0.49
318.09
128.72
-
-
-
-
-
-
-10.35%
-6.20%
-4.66%
-0.31%
-40.29%
-6.48%
-4.78%
1.75%
0.43
0.64
1.98
0.90
0.64
0.95
0.48
0.50
1.81
3.98
2.90
2.41
2.60
0.88
1.30
1.36
in PLN thousand
Revenue dynamics
index
Name of the team:
Wisła Kraków
Wisła Kraków Joint Stock Company
335
Górnik Z.
Jagiellonia
15th
6 P.M.
6 P.M.
6 P.M.
Sunday
Saturday
Sunday
Legia
7th
Śląsk
PGE GKS
18th
9th
Cracovia
25th
Legia
14,242
Lech
16,832
9th
c+Sport
206
24th
20th
12th
11th
c+Sport
c+Sport
c+Sport
c+Sport
23,307
17,263
208
Lechia
222
Legia
237
31,635
Sep. 21, 2014 Mar. 16, 2015 Oct. 27, 2014 Oct. 19, 2014 Oct. 3, 2014
8:30 P.M.
8:30 P.M.
6 P.M.
6 P.M.
6 P.M.
6 P.M.
8:30 P.M.
Friday
Saturday
Sunday
Monday
Friday
Sunday
Friday
Home
Away
Home
Away
Away
Sep. 21, 2014 Mar. 21, 2015 Dec. 7, 2014 Aug. 29, 2014 Nov. 8, 2014
32,830
30,678
32,499
64,235
47,539
31,071
41,783
30,697
7.01%
-5.60%
-49.41%
35.12%
53.00%
-25.64%
36.11%
-
0.30
0.31
0.29
0.27
0.34
0.36
0.26
0.31
286.79
264.05
-
-
-
-
-
-
-18.62%
-54.44%
-73.35%
-1.67%
4.94%
-54.31%
-21.95%
-33.71%
0.23
0.08
0.07
0.15
0.14
0.10
0.17
0.12
9.38
8.63
6.26
3.38
4.25
4.47
2.84
2.55
in PLN thousand
Revenue dynamics
index
Name of the team:
Górnik Zabrze
Górnik Zabrze Sports Joint Stock Company
208
204
3,000
203
199
July 2014June 2015
3:30 P.M.
Wisła
6 P.M.
Lech
24th
Lech
28th
Legia
Podbeskidzie
2,648
GKS
Other
match weeks
2,650
Wisła
186
12th
37th
17th
36th
27th
Canal+
c+Family
nsport+
c+Sport2
c+Sport
Oct. 19, 2014 Jun 7, 2015 Nov. 30, 2014 Jun 3, 2015
6 P.M.
6 P.M.
6 P.M.
8 P.M.
Monday
Saturday
Sunday
Sunday
Sunday
Wednesday
Apr. 20
Mar. 14
Home
Away
Away
Home
c+Sport
Apr. 10, 2015
8:30 P.M.
Friday
Away
17,213
21,876
25,458
19,587
12,355
12,729
9,988
6,493
-21.32%
-14.07%
29.98%
58.53%
-2.94%
27.44%
53.84%
-
0.45
0.40
0.42
0.42
0.38
0.35
0.31
0.31
315.02
243.00
-
-
-
-
-
-
-70.73%
-53.74%
-40.40%
-54.85%
-121.00%
-83.62%
-125.91%
-125.95%
0.18
0.19
0.30
0.22
0.19
0.25
0.27
0.30
5.08
4.48
3.16
3.97
3.84
2.14
2.59
3.00
in PLN thousand
Revenue dynamics
index
Name of the team:
Pogoń Szczecin
Pogoń Szczecin Joint Stock Company
242
Jagiellonia
Górnik Ł.
Lech
Lechia
7,826
Legia
8,158
173
15th
12th
22nd
20th
24th
c+Sport
c+Family
nsport+
c+Sport
c+Sport
6th
15th
34th
29th
6 P.M.
8:30 P.M.
6 P.M.
6 P.M.
3:30 P.M.
6 P.M.
6 P.M.
6 P.M.
6 P.M.
8:30 P.M.
Saturday
Friday
Saturday
Saturday
Sunday
Saturday
Monday
Saturday
Friday
Away
Home
Home
Home
Away
Lech
Górnik Z.
8,324
184
Legia
8,548
185
Legia
9,684
Wisła
206
20th
Sunday
c+Sport
Nov. 9, 2014 Oct. 18, 2014 Mar. 2, 2015 Feb. 14, 2015 Mar. 14, 2015
Feb. 14, 2015 Aug. 22, 2014 Nov. 9, 2014 May 23, 2015 Apr. 25, 2015
21,556
18,619
11,636
5,790
7,316
-
-
-
15.77%
61.40%
99.25%
-20.86%
-
-
-
-
0.30
0.40
0.44
0.61
0.63
-
-
-
169.32
237.32
-
-
-
-
-
-
-20.28%
-32.74%
-111.84%
-178.10%
-37.58%
-
-
-
0.17
0.20
0.25
1.30
0.34
-
-
-
7.68
7.85
5.99
5.10
5.35
-
-
-
in PLN thousand
Revenue dynamics
index
Name of the team:
Cracovia
The municipal Sports Club of Cracovia Sports Joint Stock Company
237
14,114
20th
36th
6 P.M.
8:30 P.M.
8:30 P.M.
3:30 P.M.
8:30 P.M.
Sunday
Friday
Sunday
Tuesday
Saturday
Korona
2nd
Górnik
Ruch
22th
158
Wisła
Śląsk
10th
165
Wisła
7,541
183
Legia
8,156
Lech
8,306
Wisła
9,151
Legia
193
17th
10th
25th
16th
19th
c+Family
nsport+
c+Sport
c+Sport
6 P.M.
6 P.M.
6 P.M.
6 P.M.
Monday
Sunday
Saturday
Monday
Friday
Away
Away
Away
Home
Home
c+Family
nsport+
c+Family
nsport+
Dec. 1, 2014 Sep. 28, 2014 Mar. 21, 2015 Nov. 24, 2014 Dec. 12, 2014
Sep. 28, 2014 Feb. 27, 2015 Jul 26, 2014 Feb. 15, 2015 Jun 02, 2015
6 P.M.
26,976
21,464
19,997
31,894
21,862
18,823
20,707
16,438
25.68%
7.34%
-37.30%
45.89%
16.15%
-9.10%
25.97%
-
0.31
0.34
0.36
0.31
0.31
0.34
0.32
0.36
183.68
117.26
-
-
-
-
-
-
8.16%
-23.10%
-41.66%
-17.34%
-19.28%
-21.01%
2..47%
-1.28%
1.46
1.58
0.55
0.62
0.75
0.21
0.41
0.49
0.42
0.51
1.00
1.40
1.20
0.88
0.62
0.58
Revenue (with transfers) in PLN
thousand
Revenue dynamics
index
Name of the team:
Ruch Chorzów
Ruch Chorzów Joint Stock Company
19th
32nd
8:30 P.M.
8:30 P.M.
3:30 P.M.
Friday
Saturday
Sunday
3:30 P.M.
Saturday
26th
167
Korona
6th
14th
169
Legia
11th
169
Górnik Z.
29th
180
Legia
Piast
6,735
Wisła
6,827
Lech
7,398
Górnik Z.
8,750
Legia
9,284
Korona
324
13th
29th
28th
c+Family
nsport+
c+Family
c+Sport
c+Sport
c+Sport
nsport+
Nov. 2, 2014 Apr. 6, 2015 Oct. 27, 2014 Apr. 24, 2015 Apr. 17, 2015
3:30 P.M.
8:30 P.M.
6 P.M.
Saturday
Sunday
Monday
Monday
Friday
Friday
Away
Away
Home
Home
Away
Apr. 25, 2015 Oct. 4, 2014 Aug. 24, 2014 Dec. 12, 2014 May 16, 2015
6 P.M.
8:30 P.M.
6 P.M.
17,318
14,828
12,607
10,025
20,857
12,304
9,692
-
16.79%
17.62%
25.75%
-51.93%
69.52%
26.95%
36.08%
-
0.32
0.34
0.49
0.37
0.31
0.41
0.41
0.33
224.78
252.73
-
-
-
-
-
-
-71.27%
-112.16%
-103.33%
-121.72%
9.70%
-14.15%
-48.58%
1.23%
0.20
0.15
0.14
0.17
0.46
0.19
0.19
0.25
2.07
1.78
1.50
4.17
1.64
2.60
2.06
2.93
in PLN thousand
Revenue dynamics
index
Name of the team:
Korona Kielce
Korona Joint Stock Company
233
216
214
172
Ruch
Górnik Ł.
Legia
Lech
Legia
Ruch
7,401
Podbeskidzie
7,686
Śląsk
7,736
169
Legia
7,918
Lech
11,006
21st
24th
37th
28th
6 P.M.
3:30 P.M.
8:30 P.M.
6 P.M.
6 P.M.
6 P.M.
6 P.M.
1 P.M.
6 P.M.
Sunday
Sunday
Friday
Friday
Sunday
Sunday
Sunday
Sunday
Monday
Monday
Home
Away
Away
Home
Home
Feb. 22, 2015 Mar. 15, 2015 Jun 5, 2015
21st
c+Sport
12th
27th
c+Sport
6th
26th
c+Sport
13th
c+Sport
c+Family
nsport+
Feb. 22, 2015 Apr. 12, 2015 Aug. 24, 2014 Apr. 6, 2015 Oct. 27, .2014
Apr. 17, 2015 Oct. 19, 2014
3:30 P.M.
12,957
10,926
10,997
12,823
12,639
13,059
10,396
22,393
18.58%
-0.64%
-14.24%
1.45%
-3.21%
25.61%
-53.57%
-
0.34
0.34
0.37
0.37
0.36
0.38
0.34
0.47
266.90
188.20
-
-
-
-
-
-
-69.14%
-81.88%
-89.33%
-66.08%
-98.79%
-55.77%
-145.76%
0.75%
0.07
0.09
0.21
0.99
0.20
0.56
0.60
0.97
4.50
4.26
2.86
1.15
2.26
1.18
0.95
1.15
in PLN thousand
Revenue dynamics
index
Name of the team:
Piast Gliwice
Gliwice Sport Club “Piast” Joint Stock Company
185
183
178
Saturday
Mar. 7, 2015
11th
17th
16th
5th
3:30 P.M.
8:30 P.M.
6 P.M.
6 P.M.
8:30 P.M.
8:30 P.M.
Sunday
Friday
Sunday
Saturday
Saturday
Friday
Away
Home
c+Sport
2nd
c+Sport
Apr. 4, 2015 Aug 1, 2014
Oct. 5, 2014 Nov. 28, 2014 Nov. 23, 2014 Aug. 16, 2014
c+Family
nsport+
Legia
3rd
Wisła
26th
Wisła
Ruch
Lechia
5,111
Legia
5,173
Lech
3:30 P.M.
166
5,450
Wisła
23rd
7,714
Legia
Górnik Z.
8,102
178
17th
11th
c+Sport
c+Family
Jul 28, 2014 Nov. 28, 2014 Oct. 5, 2014
6 P.M.
8:30 P.M.
3:30 P.M.
Monday
Friday
Sunday
Away
Home
Home
12,662
11,648
9,801
2,929
1,239
-
11,156
6,975
8.70%
18.85%
234.66%
136.35%
-
-
59.95%
-
0.35
0.43
0.47
0.51
0.50
-
0.50
0.92
177.00
156.00
-
-
-
-
-
-
2.02%
-42.31%
6.04%
17.20%
-78.75%
-
-6.50%
29.09%
0.17
0.26
2.09
1.47
1.31
-
1.64
4.12
2.52
2.35
0.44
0.61
0.54
-
0.37
0.22
in PLN thousand
Revenue dynamics
index
Name of the team:
TS Podbeskidzie Joint Stock Partnership
196
6 P.M.
8:30 P.M.
3:30 P.M.
Tuesday
Friday
Friday
Sunday
Away
Home
3:30 P.M.
Sunday
Mar 8, 2015
7th
c+Sport
22nd
15th
28th
c+Sport
c+Sport
c+Sport
Oct. 24, 2014 Aug. 31, 2014 Mar. 1, 2015
June 2, 2015 May 29, 2015
Wisła
8:30 P.M.
8:30 P.M.
c+Sport
164
Lech
35th
13th
Legia
36th
8:30 P.M.
Wednesday
Legia
Cracovia
23rd
30th
Friday
Wisła
Górnik Ł.
4,609
Korona
4,738
28th
Apr. 17, 2015 Apr. 29, 2015
185
167
4,845
Lech
5,632
Wisła
6,188
189
6 P.M.
Nov. 7, 2014 Apr. 17, 2015
8:30 P.M.
8:30 P.M.
Sunday
Friday
Friday
Away
Away
Home
11,491
8,623
10,593
6,640
3,656
8,702
-
-
33.25%
-18.60%
59.54%
81.60%
-2.62%
-24.50%
-
-
0.45
0.48
0.43
0.40
0.73
0.32
-
-
70.93
112.91
-
-
-
-
-
-
12.03%
-29.86%
-14.78%
-21.61%
0.66%
32.01%
-
-
1.61
0.61
0.12
0.57
0.16
0.95
-
-
0.69
1.76
3.23
1.65
0.83
0.88
-
-
in PLN thousand
Revenue dynamics
index
Name of the team:
Górnik Łęczna
Górnik Łęczna Joint Stock Company
26th
1st
19th
25th
28th
9th
6 P.M.
8:30 P.M.
8:30 P.M.
3:30 P.M.
8:30 P.M.
6 P.M.
6 P.M.
Sunday
Friday
Sunday
Monday
Friday
Sunday
Friday
Saturday
Monday
Friday
Home
Home
Away
Home
Home
Wisła
Jagiellonia
171
Lech
172
Wisła
4,749
Legia
5,288
Legia
6,143
Śląsk
6,302
197
Legia
7,000
Lechia
205
Korona
265
19th
14th
4th
c+Family
nsport+
c+Family
c+Sport
c+Sport
c+Sport
nsport+
Dec. 14, 2014 Oct. 31, 2014 Aug. 09, 2014 Apr. 6, 2015 Jul. 18, 2014
1st
Dec. 14, 2014 Mar. 20, 2015 Apr. 19, 2014 Sep. 22, 2015 Jul. 18, 2015
8:30 P.M.
1 P.M.
8:30 P.M.
10,974
6,602
-
-
-
-
-
-
66.22%
-
-
-
-
-
-
-
0.47
-
-
-
-
-
-
-
139.42
-
-
-
-
-
-
-
-17.62%
-2.95%
-
-
-
-
-
-
0.17
-
-
-
-
-
-
-
1.45
0.52
-
-
-
-
-
-
Revenue (with transfers) in
PLN thousand
Revenue dynamics
index
Name of the team:
Zawisza Bydgoszcz
WKS Zawisza Bydgoszcz Joint Stock Company
284
196
Cracovia
Legia
Pogoń
Korona
29th
13th
26th
32nd
6 P.M.
6 P.M.
6 P.M.
8:30 P.M.
Saturday
Saturday
Sunday
Tuesday
Mar. 14, 2015 Apr. 25, 2015 Oct. 26, 2015 Apr. 7, 2015
Korona
Lech
24th
Legia
4,283
4,283
158
Legia
4,587
28th
13th
16th
c+Sport
c+Sport
138
138
GórnikŁ.
4,820
Śląsk
4,893
18th
20th
c+Family
c+Family
nsport+
c+Family
nsport+
Apr. 19, 2015 Oct. 26, 2014 Nov. 22, 2014 Apr. 5, 2014 Feb. 13, 2015
6 P.M.
6 P.M.
6 P.M.
6 P.M.
6 P.M.
6 P.M.
Friday
Sunday
Sunday
Saturday
Friday
Saturday
May 15, 2015
Away
Home
Home
Home
Away
12,554
10,365
4,069
-
-
-
-
-
21.11%
154.75%
35.60%
-
-
-
-
-
0.55
0.28
0.55
-
-
-
-
-
180.00
49.07
-
-
-
-
-
-
8.69%
5.41%
-28.35%
-
-
-
-
-
0.83
0.53
0.06
-
-
-
-
-
0.63
0.77
2.25
-
-
-
-
-
in PLN thousand
Revenue dynamics
index
Name of the team:
PGE GKS Bełchatów
GKS Bełchatów Joint Stock Company
260
193
8th
11th
19th
c+Sport
c+Sport
c+Sport
140
Korona
22nd
16th
140
Górnik Ł.
4th
Śląsk
26th
Lech
16th
Legia
Wisła
3,314
Śląsk
3,445
Lech
3,500
Legia
4,085
Lechia
149
4,765
3rd
17th
c+Family
nsport+
c+Sport
Nov. 21, 2014 Oct. 5, 2014 Dec. 12, 2014 Aug. 4, 2014 Nov. 29, 2014
8:30 P.M.
6 P.M.
6 P.M.
3:30 P.M.
6 P.M.
8:30 P.M.
6 P.M.
8:30 P.M.
Friday
Saturday
Saturday
Saturday
Sunday
Friday
Sunday
Friday
Monday
Saturday
Away
Away
Home
Away
Away
Nov. 21, 2014 Apr. 4, 2015 Aug. 9, 2014 Feb. 28, 2015 Sep. 14, 2014
6 P.M.
6 P.M.
16,407
11,088
12,820
20,110
23,149
33,161
38,169
44,541
47.97%
-13.51%
-36.25%
-13.13%
-30.19%
-13.12%
-14.30%
-
0.59
0.58
0.40
0.38
0.32
0.37
0.43
0.40
117.16
-
-
-
-
-
-
-
16.14%
-19.27%
-25.63%
-13.98%
-8.36%
-11.13%
0.65%
1.05%
0.14
0.11
0.13
0.36
0.43
0.61
0.83
0.67
5.26
9.09
4.67
2.96
1.83
1.15
0.67
0.85
in PLN thousand
Revenue dynamics
index
authors
of the report
154
Ekstraklasa S.A.
155
EY
Ekstraklasa S.A.
Bogusław Biszof
[email protected]
President of the Board
in Ekstraklasa S.A. from
Sep. 2012 to June 2015
Marcin Animucki
[email protected]
Vicepresident of the Board
in Ekstraklasa S.A.
since March 2012
Łukasz Łazarewicz
[email protected]
Director of Sales and Marketing
in Ekstraklasa S.A.
since March 2013
Waldemar Gojtowski
[email protected]
Communication Manager
Graduate of Poznań University of Economy, faculty: Foreign
Trade. MBA at the School of Managers in Poznań. Member
of the Board in the following comapnies: Heineken, LECH
Browary Wielkopolski, Kompania Piwowarska and Telekomunikacja Polska. Founder of BISZOF BRAND Consulting
and "W. Frąckowiak i Partnerzy. Wielkopolska Grupa Konsultingowa".
Member of the Board of Ekstraklasa S.A. since March 2012.
Member of the Board of the Polish Football Association
since January 2009. President of the RTS Widzew Łódź
football club from 2008 to 2012. Graduate of Law and Administration Faculty at Warsaw University, Ph.D. student at the
World Economy College at the Warsaw School of Economics. Up until now associated with the Polish Basketball League
and the Polish Basketball Association, where he was the
director of marketing. In the past, he was the vice-president
of marketing in Widzew Łódź, marketing manager at Dominet Bank and event manager at Carslberg Polska. Ph.D.
student at World Economy College at the Warsaw School of
Economics.
He has worked in the PR business since 2007. He has gained
experience in the biggest Polish and foreign PR agencies
(e.g. Partner of Promotion and in the Brussels department of
Fleishman-Hillard). He devotes all his time to football.
in Ekstraklasa S.A.
since May 2011
Michał Siara
[email protected]
Marketing Manager
in Ekstraklasa S.A.
since August 2009
Marcin Stefański
[email protected]
Director of the department of Games’
in Ekstraklasa S.A.
since November 2005
Krzysztof Bauza
[email protected]
CFO
in Ekstraklasa S.A.
since January 2012
Graduate of the ESERP Business School in Barcelona,
faculty: Sports Business Management. In Ekstraklasa,
he is responsible for direct contact with clubs. Former
player of Agrykola Warszawa and Spanish teams. He was
also a member of the department of the Polish Football
Association for youth football.
Lawyer. He has been cooperating with Ekstraklasa S.A.
from the very beginning. He is responsible for match
logistics issues (schedule, rules, rights and verification)
and international cooperation, e.g. with the European
Professional Football Leagues (EPFL) in the areas of games
and transfer rules concerning football agents.
Graduate of the University of Szczecin with experience
gained in large capital groups. Co-author of prospectuses of
WSE-listed companies. Currently, he is the vice-president
of the License Committee and a member of the Financial
Committee of the Polish Football Association. Other members of the Ekstraklasa team who contributed to this report:
Authors and co-authors of articles, as well as people preparing data for rankings: Łukasz Gontarek,
Maciej Nakielski, Aleksander Tzanov, Wojciech Bajak, Marek Lepianka.
EY
Krzysztof Sachs
[email protected]
Partner in the Tax
Consultancy Department
Marcin Opiłowski
[email protected]
Director
of the Consultancy Department
Marek Musiał
[email protected]
Partner in the Audit Department
Piotr Kaźmierczak
[email protected]
Manager in the Audit Department
Maciej Makuszewski
[email protected]
Manager in the Marketing and PR
department
Piotr Walkowiak
[email protected]
Senior Consultant in the Business
Consultancy Department
Andrzej Zwierzyński
[email protected]
Senior Consultant in the Audit
Department
Specialist in tax optimisation and managing tax risk. For the
past years, he has coordinated projects concerning consultancy
for sports business. He participated in preparing strategies
for Ekstraklasa clubs. He was the President of the License
Committee in the Polish Football Association.
At EY, he is responsible for business contacts with the sports
branch, companies and institutions involved in supporting sport.
He is also a director in the International Tax Department. He
has experience in numerous optimisation projects, consultancy
for the financial sector as well as in international and domestic
structuring of mergers and acquisitions. He has counselled over
100 international clients of a company.
Specialises in analysing financial statements of companies and
capita groups, including companies owning football clubs and
stadiums. He has rich experience in projects concerning public
offerings and creating prospectuses, as well as financial analysis
of football clubs.
He is responsible for organising and supervising analysis of
financial statements of companies including ones listed on the
stock exchange. He specialises in the financial and manufacturing
sector. He took part in due diligence projects, evaluation of
companies, accounting consultancy, and fraud risk management.
For the past 5 years, he has been involved in creating the “Polish
Football Business Report”. In the Marketing and PR department
of EY, he is responsible for corporate communication, contact
with media, Internet communication in social media and internal
communication.
In the Business Consultancy Department of EY, he deals mainly
with projects from the sports (e.g. ICT services “connected
venue” in stadiums) and automotive branch. He graduated from
Loughborough University and Barcelona Business School.
He is responsible for conducting projects concerning the analysis
of financial statements of companies and capital groups. He specialises in the manufacturing and service sector. He has carried
out business consultancy projects, as well as tax and accountancy
consultancy projects. For the past 3 years, he has organised the
nationwide competition for students in the audit sector named
“Karierosfera”. He gives lectures and organises workshops for
students.
Other members of the EY team who contributed to this report:
Authors and co-authors of articles, as well as staff preparing data for rankings: Tomasz Wajda, Michał Dubrawski,
Mateusz Pientka, Tomasz Gajewski, Karol Stępień, Adrian Rybicki.
Editor, proofreading, typesetting: Maria Bnińska, Aneta Boraks, Michał Dubrawski, Tomasz Wajda.
Data reference and special thanks:
The authors of the report, on behalf
of Ekstraklasa S.A and EY would like
to thank everyone who helped
in the preparation of this report.
Including:
We would like to thank the
workers and members of board
of the following clubs for making
the financial reports, license
documentation and all other data
available:
• Cracovia
• GKS Bełchatów
• Górnik Łęczna
• Górnik Zabrze
• Jagiellonia Białystok
• Korona Kielce
• Lech Poznań
• Lechia Gdańsk
• Legia Warszawa
• Piast Gliwice
• Podbeskidzie Bielsko-Biała
• Pogoń Szczecin
• Ruch Chorzów
• Śląsk Wrocław
• Wisła Kraków
• Zawisza Bydgoszcz
We would like to thank the
Pentagon company for publishing
daa concerning sponsors’
exposition.
Pentagon Research is a company
which analyses the efficiency of
sports sponsorship in Poland.
Technological Partner Nielsen
Media Research responsible for
the analysis and monitoring of
media.
The sponsorship study is conducted
in a continuous way for the last
15 years and concerns the whole
market. It is a highly respected
standard in terms of media
exposure
effectivenes evaluation of all
sponsors and partners of sport in
Poland. Data from current and
archival studies (from 1999) are
available in monthly cycles.
We would like to thank the MEC
company for making the data
concerning TV audience available.
MEC is the biggest media house
in Poland with 16.2% of market
share (RECMA, July 2013). The
company creates and introduces
strategies of marketing
communication and offers a broad
spectrum of specialis services
(planning and media purchase,
studies, marketing
analysis or creation). MEC works for
almost 100 clients, and amongst
the biggest polish advertisers using
their services are: Henkel, IKEA,
Jeronimo Martins, Mercedes,
Nestle, NIVEA, Orange, PKN
Orlen, SAB Miller. MEC is a part
of the negoiating group GroupM.
It belongs to the international
communication holding WPP.
We would like to thank the Creative
Services EY team, for preparing
a creative graphical version of
the report and editorial support:
Maksym Matuszewski, Paulina Mej,
Szymon Pilas, Izabela Wielocha.
Designed by EY Creative Services
EKSTRAKLASA S.A.
Ekstraklasa S.A. is a joint stock company
established on the 14th of June 2005 as a result
of an agreement between the Polish Football
Association and football clubs participating in
the games of the former first league.
16 clubs of the polish premium league are
shareholders of the company (5.8% of shares
each) owing a total of 92.8% of shares: the
remaining 7.2% shares is owned by the Polish
www.ekstraklasa.org
EY
Assurance | Tax | Transactions | Advisory
EY is a global leader in assurance, tax,
transaction and advisory services. The insights
and quality services we deliver help build
trust and confidence in the capital markets
and in economies the world over. We develop
outstanding leaders who team to deliver on our
promises to all of our stakeholders. In so doing,
we play a critical role in building a better working
world for our people, for our clients and for our
communities.
www.ey.com/pl
EY, Rondo ONZ 1, 00-124 Warszawa
© 2015 EYGM Limited.
All rights reserved.
SCORE: 005.10.15
This material has been prepared for general informational purposes
only and is not intended to be relied upon as accounting, tax, or
other professional advice. Please refer to your advisors for specific
advice. The views of third parties set out in this publication are not
necessarily the views of the global EY organization or its member
firms. Moreover, they should be seen in the context of the time they
were made.

ekstraklasa piłkarskiego biznesu 2015 polish football business

Transcription

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