French football is facing a serious crisis. This is not a scoop, but the announcement of the record deficit of 180 million euros of professional clubs, including 140 million for the Ligue 1 confirm that it is time for professional clubs to roll up your sleeves. The deficit can not be filled solely by television rights, which represent between 50% and 80% of revenues French professional clubs, the objective is to generate revenue differently.

Sponsorship, ticketing, derivatives are all growth drivers for which France is lagging behind its European neighbors. "The Italian model is télédépendant, the Spanish club works with the assessment of the socios, the English clubs is very balanced between TV rights and ticket sales, such as German clubs who comes close," says Vincent warmShe, expert in sports department of Ineum Consulting.The French clubs, meanwhile, have historically focused their efforts on the sporting side, including the purchase or sale of players. However, the basis of any economic model in football is to have a stadium that can generate other revenue. "

Meanwhile Euro 2016

Several clubs are advancing on this issue in particular to the organization of Euro 2016. 1.7 billion euros were invested in the construction of four stadiums (Lille, Lyon, Nice and Bordeaux) and the renovation of eight (Paris, Lens, Toulouse, Saint-Etienne, Nancy, Saint-Denis, Strasbourg and Marseille ). 61% of this amount will be financed by the private sector. According to a study published by the specialist sports marketing and sponsorship, Sportfive, these renovations will generate 183 million euros in additional revenue annually for the French professional clubs."Unlike 1998, when two thirds of the total amount had been invested in the Stade de France for Euro 2016, the sum will be invested in various stages of Ligue 1. This does not mean that it will be 2016 to see the return on investment of this event, but probably two or three years, "said Vincent warmShe.

Meanwhile, an increase in revenue, French clubs are left to wish for a better management of expenditure of Spanish clubs, English or Italian. Hence the idea of financial fair play, which will be implemented in two years. They also hope the state will reduce their tax burdens. In vain. The French clubs will happen for example the exemption of 30% due to the image rights group.

"An alarming situation"

Less revenue, and therefore, if financial fair play will be implemented, less cost for French football.Our business model is in danger? "I do not think, but he went through a difficult period. Moreover, the French football is currently adapting its business model, but the process starts up slowly, because, unlike their European counterparts, most French clubs do not own their stadium and have yet to facing some opposition at the local level, "he says. Frederic Thiriez, the president of the Professional Football League, usually optimistic, yet cowardly: "The situation is alarming.And even if the net loss of French football is closer to the individual losses of some clubs in English or Spanish, by themselves superior to our deficit, and that the French clubs' debt of 140 million euros compared to three billion accumulated debt of Spanish clubs or four billion of English football. "

Germany as an example

It is understood that football is above all a show. And to provide the best entertainment club must both retain its best players and other hand acquire new just as good. But this model is viable only if the team acquires shares in question, particularly in Europe. However, no French club has won the European Cup from Marseille and PSG in the 90s … "The example shows that Tottenham can generate a lot of money without being European frequently.Again, the problem "stage" is paramount. In England, it was perfectly resolved. This does not prevent that some English clubs have suffered the brunt of the crisis. It would not surprise me that the German football compete more seriously come to English football in two or three years. It generates more revenue from commercial and brings more people into the stadiums. Rest TV rights, "said Vincent warmShe.

Anyway, it is time that the French clubs are considering setting up a new business model, less dependent on television rights, which could also decrease with the possible withdrawal of Orange, and linked to other stadium revenue by a real living. "There is no miracle solution, concludes an expert. We must proceed gradually on each file (stadiums, financial fair play, sponsorship, taxation …)».The organization of Euro 2016 with the construction of new stadiums that will be a turning point.