English football clubs that move to a new stadium are reaping the financial benefits of their move, a study has found.
According to accountancy firm Deloitte, clubs that relocate to a new ground see turnover grow by an average 66 per cent in their first season at the new home.
"Increases in turnover were largely driven by a 51 per cent increase in average attendances in the first season at the club's new venue compared to the last season in their old home," said Deloitte.
English clubs have spent a staggering £2.2bn on new stadiums since the start of the 1992/93 season, the report revealed.
Mark Roberts, Deloitte: "Stadium development remains a hot topic for many clubs but it is important they have a well-researched business plan that proves there is a genuine need for, and return on, investment in the stadium."
Deloitte said the catalyst for moving to new all-seater grounds came from the Taylor Report, which was carried out in the aftermath of the 1989 Hillsborough disaster.
"While the Taylor Report provided the initial catalyst for this expenditure, these impressive amounts illustrate the fact that stadium investment can deliver a significant element of a successful club business strategy," said Mark Roberts, senior consultant at Deloitte's Sports Business Group.
"The investment is not unique to the Premier League. Whilst clubs in the top division account for over three-quarters of the total invested over the period, Football League clubs' cumulative investment is in excess of £500m."
Premier League club Middlesbrough enjoyed a bumper first year at their Riverside Stadium, with attendances growing by 146 per cent from the previous season.
Greater income from corporate hospitality is another factor that boosts turnover, Deloitte noted.
The likes of Arsenal, Bolton Wanderers, Reading, Wigan Athletic and Manchester City have all moved to new grounds in the last six years.
Merseyside giants Liverpool and Everton are both expected to move to new stadiums within the next four years.
But despite the initial turnover boost of a ground move, Mr Roberts warned that relocating to a new venue can have its drawbacks.
"The club's performance on the pitch has to measure up to the quality of the new facilities to maintain attendance at the new, higher, levels particularly among the recent 'converts' to following the club live," he said.
"Some clubs have seen the 'new stadium effect' quickly eroded even in the second year of relocation."
Mr Roberts also stressed that clubs looking to move to a new stadium must ensure that it is financial viable.
"Stadium development remains a hot topic for many clubs but it is important they have a well-researched business plan that proves there is a genuine need for, and return on, investment in the stadium," he said.
"Unfortunately, we have seen some clubs press ahead with stadium development plans without the evidence to substantiate the proposed development.
"In these cases development plans often tend to come unstuck when funding for the plans is sought, or, worse still, a white elephant is born."
The article New stadia 'boosts revenue by 66%' originally appeared on 999 Today


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