Russian Premier League a Comprehensive Study of the Economics of Russian Football

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Russian Premier League A comprehensive study of the economics of Russian football

2018-2019 season Dear colleagues, Dear colleagues,

The 2018 FIFA World Cup demonstrated that Russia We are proud to present the second edition of our annual is truly a football-loving nation! study conducted with the Russian Premier League.

The league has entered a new season with a new brand The 2018 FIFA World Cup provided many with an introduction and new stadiums. For the first time in history, a majority to Russian football, including the country’s leading national of RPL matches will be played in modern and comfortable team players and state-of-the-art venues. We are glad to drive stadiums. The atmosphere of last summer’s tournament this interest by again publishing commercial data on Russia’s can still be felt in Russian cities. It is a pleasure to see top football clubs. the stands full of spectators. With new stadiums opening around the country, it is great Together with our strategic partner PwC, we are pleased to see a rise in ticket revenue. Part of this study is dedicated to publish our second annual report about the Russian to various aspects of infrastructure and commercialisation, Premier League and its clubs. I believe that this study will as well as to import revenue-generating tools such as premium be useful to experts and interesting to a wider readership, seating and VIP boxes. and I hope that it will provide further impetus for the evolution of Russian football. We also asked the clubs in this study about youth engagement, cyber football and eSports, as well as about the sponsorship options that are most popular among their current partners. Sergey Pryadkin Vice President, Russian Football Union We believe that the positive impetus given to Russian football by the 2018 FIFA World Cup will enable clubs to continue President, Russian Premier League to evolve and excite fans with great matches and outstanding services. Member, UEFA Professional Football Strategy Council

Member of the Board of Directors, European Leagues Oleg Malyshev Partner, Sports Consulting Leader, PwC Russia Deputy Chairman, UEFA Players’ Status, Transfer and Agents and Match Agents Committee The 2018-2019 season: Breakthroughs and challenges 4

Contents Club infrastructure 10

Commercial and marketing operations 18

Financial performance 28

Match attendance 34

Talent pools 38

Youth football 40 The 2018-2019 season: breakthroughs and challenges

The Russian Premier League’s Match attendance in the 2017-2018 season Prior to the kick-off of the new season, 18th season began on the back was the greatest of the past ten seasons. the league was rebranded with a new Attendance may continue to grow this name, logo and visual identity. These of a huge surge of interest season as well, given the heightened changes are meant to enhance the visual in football in Russia after interest in football after the 2018 FIFA positioning of the league and its clubs the success of the 2018 FIFA World Cup and the potential draw both domestically and internationally. of new infrastructure. World Cup. Fans were greeted The Russian Premier League and Match with new venues and national Three clubs started the 2018-2019 season TV signed a new four-year broadcasting team stars. at new stadiums commissioned shortly contract. The sports broadcaster launched before the 2018 World Cup. VTB Arena, MATCH PREMIER, a new premium In preparing for the new the home stadium of FC Dynamo channel for broadcasting RPL matches. Moscow, will re-open once renovations The league signed an exclusive season, the league introduced are completed in March 2019. a number of changes to partnership agreement with Konami, the developer of the video game welcome all football fans Pro Evolution Soccer (PES). with a new, modern look. The partnership includes the appearance of a fully licenced RPL in the new version of the game and the joint development of cyber football. In the 2018-2019 season, the video assistant referee (VAR) system will be tested at Russian stadiums during the RPL relegation playoffs and in certain regular season matches. RPL clubs are continuing to enhance various aspects of their commercial performance, as our findings reveal. For the sake of comparison, we put them up against similar indicators from the prior season.

4 PwC Final league table, 2017-2018 season

Club Established City Final position Seasons in the RPL 1st (Champions; qualified Lokomotiv 1922 Moscow for the group stage of the UEFA 17 Champions League) 2nd (qualified for the group CSKA 1911 Moscow stage of the UEFA Champions 17 League) 3rd (qualified for the third Spartak 1922 Moscow qualifying round 17 of the Champions League)

Pantone871 C Pantone 186 C на красном 4th (qualified for the group Krasnodar 2008 Krasnodar stage of the UEFA Europa 8 League) 5th (qualified for the third на белом Pantone871 C Pantone 186 C Zenit 1925 Saint Petersburg qualifying round of the UEFA 17 Europa League) 6th (qualified for the second Ufa 2010 Ufa qualifying round of the UEFA 5 Europa League)

Arsenal 1946 Tula 7th 4

Dynamo 1923 Moscow 8th 16

Akhmat 1958 Grozny 9th 12

Rubin 1958 Kazan 10th 16

Rostov 1930 Rostov-on-Don 11th 16

Ural 1930 Ekaterinburg 12th 6

Amkar 1994 Perm 13th (relegation playoff, 14 relegated due to dissolution)

Anji 1991 Makhachkala 14th (relegation playoff) 9

Tosno 2013 Tosno 15th (relegation to the Russian 1 Football National League [FNL])

SKA Khabarovsk 1946 Khabarovsk 16th (relegation to the FNL) 1

Club Founding year City Final position Seasons in the RPL

Orenburg 1976 Orenburg 1st in the FNL (league champions; 2 direct promotion to the RPL)

Krylia Sovetov 1942 Samara 2nd in the FNL 15 (direct promotion to the RPL)

Yenisey 1937 Krasnoyarsk 3rd (promotion to the RPL 1 through the relegation playoffs)

Russian Premier League. A comprehensive study of the economics of Russian football 5 REBRANDING

The World Cup in Russia stirred a growing interest in the game and showed fans that visiting stadiums can be both enjoyable and entertaining. The tournament also generated strong momentum to further develop the RPL.

Implementing a major rebranding In-depth interviews with key Design a visual identity and was one of the most significant stakeholders, including sponsors, a system of visual attributes projects in the league's 2020 Strategy. partners, club executives and journalists were also conducted, While designing the visual identity The main goal was to create a visual and the baseline brand expectations and attributes, changes were identity and holistic perception were defined. made to the league's name (it was of the league. renamed as the Russian Premier The project also included a complete Develop a strategic platform League, or RPL) and logo, which rethinking of the brand's strategic and for the league's new brand now features a bear as its core visual platform, as described below. element. The new official font of The entertainment industry was the RPL was also introduced as an Conduct an extensive study chosen as the league's brand important component of the brand. of the football audience positioning platform, and the main The new visual identity was used insights were derived from work- to design new broadcasting Based on quantitative and qualitative streams while the key strategic graphics for RPL matches and studies, the following priority elements (e.g. mission, values to visually re-imagine the league's target audiences were identified and manifesto) were elaborated. official website, social media and described: As part of implementing the brand accounts, content and venues. • Youth (14-24 years), i.e. the digital promotion strategy, the league Elements of the new visual generation (Generation Z). plans to establish new operations identity were also integrated and communication standards, build into club kits, as well as in business • Families (35-45 years), i.e. stronger emotional ties among documentation and other media. the generation that witnessed players, clubs and fans, and ensure the transition from Soviet the highest level of comfort to Russian football. and security at venues. • Senior citizens (50+ years), i.e. the keepers of traditions with memories of the legends of Soviet football.

6 PwC Target audiences

Senior Youth Families generation 14–24 years 35–45 years 50+ years

Generation Z The transitional generation The Soviet football generation From the USSR to the Russian The first digital generation; Federation; from analogue children of a globalised world to digital; and from the 20th century to the 21st Brand expectations of stakeholders

Clubs Sponsors Media Sport/entertainment balance Openness Openness Positive messaging Suspense Shared vision Self-realisation Pride Fair play Healthy competition Self-expression Club DNA

Today Tomorrow — Sports contests — Uncompromising battles — Nominal "Russianness" — A genuine Russian product — Scandals — A history of overcoming challenges — Geographic diversity — Cultural diversity

Russian Premier League. A comprehensive study of the economics of Russian football 7 TV AUDIENCE

Before the 2018-2019 season started, Match TV announced that it was launching a new channel, MATCH PREMIER. The new channel will broadcast every RPL match live for subscribers. Sixty matches will also be broadcast on Match TV. These broadcasts will feature new graphics that were designed in concert with the RPL’s new visual identity. Количество матчей РФПЛ в федеральном эфире These changes were driven by the transformation of how people consume media, including a shrinking TV and radio audience that consumes 60 an ever-growing amount of digital Количество матчей РФПЛ в федеральном эфире 98 84 content. However, the RPL’s TV 30 33 31 32 20 and radio ratings remain stable. Number of RPL matches on national channels The league is looking for the most 2012-2013 2013-2014 2014-2015 2015-2016 2016-2017 2017-2018 2018-2019* effective ways to engage with its *After 10 rounds. audience online, especially with 60 the youngest generation of fans. 98 84 30 33 31 32 20 2012-2013 2013-2014 2014-2015 2015-2016 2016-2017 2017-2018 2018-2019*

*After 10 rounds.

Рейтинг матчей РФПЛ, аудитория М18+ RPL match ratings, M18+ audience

5,0 4.8 4.1

Рейтинг матчей РФПЛ, аудито2р.0ия М18+ 2.1

0.5 0.6 0,0 5,0 2016-2017 2017-2018 4.8 4.1 Maximum Minimum

2.0 2.1 Средний 0.5 0.6 0,0 Average number of paying2016-20 1subscribers7 to televised RPL2017 -content2018

Maximum Minimum

Средний

329,000 351,000

August 2017 August 2018

Sources: RPL, PwC analysis 8 PwC Наличие киберфутболиста в штате клуба, % от всех клубов РПЛ

eSports 11

eFootball RFPL Championship 2018 Yes

Venue: Moscow No In April 2018, the Russian Premier Dates: League, FIFA and the TV channel 28-29 April 2018 E organised the eFootball RFPL Championship. Winner: Robert "Ufenok77" Fakhretdinov For the first time in the history (FC Lokomotiv) of Russian eSports, the league obtained the right to award two slots in the European Xbox and PlayStation Наличие киберфутболиста Проведение киберспортивных tournament in recognition вDo штате you have клуба, professional cyber турнировDo you organise для болельщиков, eSports of the league’s strong work in eSports. football players at your club? % tournamentsот всех клубов for fans? РПЛ %(number от всех of clubs)клубов РПЛ (number of clubs) The clubs’ strongest players and the winners of the open qualifiers competed for the honour to represent Russian cyber football in the eWorldCup 2018 qualifiers. Pavel "JohnnyGrime" Puryuvkin was the best on Xbox, 5 while Robert "Ufenok77" Fakhretdinov 7 from FC Lokomotiv’s Loko eSports 9 Team topped the PS4 contests. Anton "Antoxa1337" Zhukov (FC Rubin) took 11 third place. On 1 July 2018, the Russian Premier League and Konami Digital Entertainment (the developer of PES) signed an exclusive partnership Yes Yes agreement. The appearance of a fully No No licenced RPL in PES 2019, the new edition of the football game, was Sources: RPL clubs, PwC analysis intrinsic to the developer’s global product strategy. The Russian Premier League, in turn, will have the opportunity to benefit from interacting with a new eSports audience. Проведение киберспортивных Clubs already have professional турниров для болельщиков, contracts with cyber athletes. % от всех клубов РПЛ eSports capabilities are being used extensively to promote brands and to communicate with audiences. Cyber football tournaments and other eSports competitions for fans are organised on a regular basis.

7 9

Yes

Russian Premier League. A comprehensive study of the economics of Russian football 9 Club infrastructure

10 PwC Classification of RPL stadiums

ДомашниеДомашниеДомашниеДомашние стадионыстадионы стадионы стадионы клубовклубов клубов клубов РПЛРПЛ РПЛ РПЛ ДомашниеДомашниеДомашниеДомашние стадионыстадионы стадионы стадионы клубовклубов клубов клубов РПЛРПЛ РПЛ РПЛ попоRPLпо по категории,категории, категории, категории,stadiums сезон-2018/2019сезон-2018/2019 сезон-2018/2019by сезон-2018/2019 tier, RPLпопопо по типутипу stadiumsтипу типу футбольногофутбольного футбольного футбольного by pitch газона,газона, type,газона, газона, 2018-2019 season 2018-2019сезон-2018/2019сезон-2018/2019сезон-2018/2019сезон-2018/2019 season

14141414

9999

6666

2222 Источник: РФПЛ, анализ PwC 1111 FirstFirstFirstFirst tiertier tier tier SecondSecondSecondSecond tiertier tier tierThirdThirdThirdThird tiertier tier tier NaturalNaturalNaturalNatural grassgrass grass grass ArtificialArtificialArtificialArtificial turfturf turf turf

RPL stadiums by capacity, RPL stadiums by year of opening, ДомашниеДомашниеДомашниеДомашние стадионыстадионы стадионы стадионы клубовклубов клубов клубов РПЛРПЛ РПЛ РПЛ ДомашниеДомашниеДомашниеДомашние стадионыстадионы стадионы стадионы клубовклубов клубов клубов РПЛРПЛ РПЛ РПЛ попо по по годугоду году году 2018-2019 season 2018-2019 season попопо по вместимости,вместимости, вместимости, вместимости, сезон-2018/2019сезон-2018/2019 сезон-2018/2019 сезон-2018/2019 вводавводавводаввода вв вэксплуатацию, эксплуатацию,в эксплуатацию, эксплуатацию, сезон-2018/2019сезон-2018/2019 сезон-2018/2019 сезон-2018/2019

1111 2222 3333

5555 8888 9999 4444 88118%%811%%

UpUpUp Up toto to 15 15to 15 00015000 000 000 seatsseats seats seats BeforeBeforeBeforeBefore 20002000 2000 2000

151515 000–3015000–30 000–30 000–30 000000 000 000 seatsseats seats seats 2000–20092000–20092000–20092000–2009 303030 000–4530000–45 000–45 000–45 000000 000 000 seatsseats seats seats 2010–20182010–20182010–20182010–2018 MoreMoreMoreMore thanthan than than 4545 45 00045000 000 000 seatsseats seats seats

Sources: RPL, PwC analysis ИИсИсттИсоотсччотнночиинчк:к:ни ик: РФПЛ,РФПЛ,к: РФПЛ, РФПЛ, анализанализ анализ анализ PwCPwC PwC PwC

In order to participate in Russian Football The stadium’s renovation has already The intense development of sports Union (RFU) competitions, the stadiums been proposed, which will allow infrastructure has enabled most and training facilities of clubs must it to comply with the requirements RPL clubs to host their matches undergo a certification process. for second-tier stadiums as per RFU at modernised and comfortable stadiums. standards. To host RPL matches, a stadium must Over the past eight years, nine stadiums either be in the first or second tier, Almost all RPL stadiums have a natural have been built; another four venues although exceptions for third-tier grass pitch except for Ufa and Orenburg are relatively new, having been built facilities can be made by the RFU. arenas, due to their their geographic between 2000–2009. location and adverse weather. The only third-tier stadium in the RPL this season is Gazovik Stadium, where FC Orenburg plays their home matches.

Russian Premier League. A comprehensive study of the economics of Russian football 11 Utilisation of infrastructure Дополнительные варианты использования инфраструктуры клубами РПЛ, % от всех клубов РПЛ

Additional options for RPL clubs to utilise their infrastructure, number of clubs

9 7 6

Official club store Excursions Commercial utilisation at the stadium at the stadium options for match-free days

Options for the commercial utilisation of stadiums used by RPL clubs on match-free days, number of clubs

5 5 5 5 4

Renting out the stadium Renting out Renting out Commercial Renting out for entertainment VIP boxes surrounding photo/video the club's and business events for events areas sessions restaurant

Sources: RPL clubs, PwC analysis

Источник: РФПЛ, анализ PwC

Среднее количество премиального билетного инвентаря на стадионах клубов РПЛ в сезоне-2018/2019

3,000 2 850

2 562 2,500

Суммарное количество мест в VIP-лож

12 PwC 2,000

1,500 Суммарное количество мест повышенной комфортности на центральных VIP-секторах

1,000

902

612 500

0 36 Number of seats Number of seats in VIP boxes in VIP seating areas 5 5 5 5 4

Renting out the stadium Renting out Renting out Commercial Renting out for entertainment VIP boxes surrounding photo/video the club's Premium seats and VIPand business boxes events for events areas sessions restaurant

75% of RPL clubs plan to increase the premium seating inventory available over the next three seasons Среднее количество премиального билетного инвентаря на стадионах клубов РПЛ в сезоне-2018/2019 Average number of premium seating inventory at RPL stadiums, 2018-2019 season Среднее количество премиального билетного инвентаря на стадионах клубов РПЛ в сезоне-2018/2019

3,000 2 850

2 562 2,500

Суммарное количество мест в VIP-лож

2,000

1,500 Суммарное количество мест повышенной комфортности на центральных VIP-секторах

1,000

902

612 500

0 36 Number of seats Number of seats in VIP boxes in VIP seating areas

Sources: RPL clubs, PwC analysis

All RPL stadiums, regardless of their The increased popularity of football commissioning year, are equipped and growing attendance at matches with VIP boxes, with an average are driving the demand for premium of 38 per stadium. tickets. Accordingly, three-quarters of RPL clubs plan to increase All stadiums except for Gazovik have the number of premium seats premium seats that are usually located and VIP boxes in upcoming seasons. in the VIP seating areas.

Russian Premier League. A comprehensive study of the economics of Russian football 13 Construction and renovation of RPL stadiums

Ekaterinburg Arena

City Ekaterinburg Club FC Ural Opened 2018 Capacity 35,696 seats Project designers K.K. Nikulin, S.A. Vasilyev and Yu.A. Vladimirsky

Rostov Arena

City Rostov-on-Don Club FC Rostov Opened 2018 Capacity 43,564 seats Project designers FGUP Sport-Engineering

Samara Arena

City Samara Club PFC Krylia Sovetov Opened 2018 Capacity 42,724 seats Project designers FGUP Sport-Engineering

14 PwC In the spring 2018, in anticipation of the Two stands in the stadium were also World Cup, three stadiums that would modified to be accessible for disabled later become home stadiums for RPL clubs supporters. As a result of the renovation, during the 2018-2019 season were opened the stadium’s total capacity decreased (Ekaterinburg Arena, Rostov Arena from 22,500 to 15,000. and Samara Arena). Consequently, half In April 2018, during the 2017-2018 season, of the RPL's stadiums have been built Krasnodar Stadium’s capacity was increased in the past five years. by an additional 76 VIP seats. In July-August In 2017-2018, FC Yenisey’s Central Stadium 2018, 295 seats were added and, in October, was renovated. It will host cultural events 180 VIP seats were added. The stadium’s during the 19th Winter Universiade in 2019. current capacity is 34,652 seats. The renovation of the 1967 stadium entailed reinforcing technical structures, redesigning and refurbishing internal areas, overhauling the lighting, replacing all the seats, installing advanced access control systems and entrance checkpoints, and developing the surrounding territory.

Central Stadium (Krasnoyarsk)

Krasnodar Stadium

Russian Premier League. A comprehensive study of the economics of Russian football 15 Alternate stadiums of RPL clubs

According to RPL regulations, each club These include the home stadiums should have one primary and at least of FC Dynamo Moscow (Arena Khimki) one alternate stadium for matches and FC Ufa (Neftyanik), as well during the season. as Fisht Olympic Stadium in Sochi and Uralmash Stadium in Ekaterinburg. The RPL no longer allows clubs to host home matches at an opponent’s primary In the past season, only one club had stadium, even if that stadium was to play home matches at a alternate announced as the club’s alternate stadium. Prior to the Central Stadium’s stadium. If such a situation should post-renovation commissioning occur, the league has a list of approved in Krasnoyarsk, FC Yenisey played four alternate stadiums. home matches at the Geolog Stadium in Tyumen.

Fisht Olympic Stadium

City Sochi Club FC Sochi (FNL) Opened 2013 (renovated in 2017) Capacity 43,700 seats Category First tier Pitch Natural grass

Uralmash Stadium

City Ekaterinburg Club None Opened 1936 (renovated in 2015) Capacity 10,000 seats Category Second tier Pitch Natural grass

16 PwC Stadium security

Количество сотрудников, обеспечивающих безопасность на матчах РФПЛ, в среднем за матч, чел. The soaring capacity of RPL stadiums and increasing attendance have led Number of security officers at RPL matches, average per game to an increase in the number of security personnel needed to maintain order 1,336 1,368 1,260 1,244 and security at matches. However, the spectator-to-security personnel 991 975 987 ratio remains stable. 874 750 The total amount paid by clubs in 1,189 1,169 1,132 1,013 577 fines for fan misbehaviour has steadily 771 749 614 438 decreased at an average of 18% per season over the past six seasons.

147 128 199 231 220 226 260 312 409 2009 2010 2011- 2012- 2013- 2014- 2015- 2016- 2017- 2012 2013 2014 2015 2016 2017 2018

Police officers Stewards Среднее число зрителей по отношению к числу сотрудников, обеспечивающих безопасность, по категориям, чел.

Average ratio of spectators to security personnel, by category

94 85 65 56 52 45 39 36 34 10 11 11 13 15 14 17 25 24

2009 2010 2011- 2012- 2013- 2014- 2015- 2016- 2017- 2012 2013 2014 2015 2016 2017 2018

Average number of spectators per police officer Average number of spectators per steward

Источник: РПЛ, анализ PwC

FinesСумма paid штрафов, by clubs уплаченная for fan misbehaviour, клубами за нарушенияaverage per болельщиков, match, RUB ‘000 в среднем за матч, тыс. руб.

-18%

141.0 83.1 73.6 75.7 69.0 53.3

2012-2013 2013-2014 2014-2015 2015-2016 2016-2017 2017-2018

Sources: RPL, PwC analysis Материальный ущерб, причиненный стадионам, тыс. руб.

5 575,8 5 024,6

Russian Premier League. A comprehensive study of the economics of Russian football 17

2 095,2 2 083,8 1 353,8 493,8 424,0 83,1 34,8

2009 2010 2011/ 2012/ 2013/ 2014/ 2015/ 2016/ 2017/ 2012 2013 2014 2015 2016 2017 2018

Источник: РПЛ, анализ PwC Commercial and marketing operations

18 PwC RPL clubs are increasingly Compared with the 2017-2018 season, In general, the efforts of clubs to provide the number of clubs organising club- quality services on match day, including focusing on setting up related and sponsored entertainment ensuring transportation accessibility, entertainment zones and zones and events before matches and are at the same good level. during half-time has grown. A well- organising entertainment The implementation of such high-tech packed entertainment programme services as in-stadium food delivery events on match days can impact attendance, with many fans has been impeded by infrastructural arriving two to three hours before kick-off. (at old stadiums) and organisational (at new stadiums) challenges.

Сервисы,Number of пр clubsедлаг аofferingемые к extraлубам servicesи РФПЛ дonля match болел dayьщиков в день матча

Merchandise points of sales 15 15 Entertainment before the match/during the half-time 9 14 Sponsor entertainment zones 11 13 Children’s/family sectors 12 12 Special public transport arrangements 6 6 In-stadium food delivery 3 4 Taxi discounts and privileges 2 2

2017-2018 season 2018-2019 season

Источник: клубы РФПЛ, анализ PwC Дополнительные варианты использования In-stadium catering options Our study revealed that one of the two инфраструктуры клубами РПЛ, in 2018-2019 season, number of clubs clubs that planned to introduce % от всех клубов РПЛ food-delivery services last year has successfully done so. The organisation of in-stadium catering 1 1 also remains stable. One club provides food on their own while another engages third-party services in addition to their own resources. The other RPL clubs rely on external contractors only.

In-house service Contractors In-house service and contractors

Sources: RPL clubs, PwC analysis

Russian Premier League. A comprehensive study of the economics of Russian football 19

Источник: РФПЛ, анализ PwC Season tickets and ticket plans

Структура билетной выручки клубов РПЛ во всех турнирах, %, тыс. руб. Структура билетной выручки клубов РПЛ во всех турнирах, %, тыс. руб.

Структура билетной выручки клубов РПЛ во всех турнирах, %, тыс. руб. Gate revenue structure for RPL clubs from all tournaments, %, RUB ‘000

3.02 billion Total gate revenue: 23,264 3.02 billion (0.8%) 23,264 453,112 (0.8%) 3.02 billion +54.6% (15.0%) 453,112 23,264 3.02 billion +54.6% (15.0%) (0.8%) 453,112 +54.6% (15.0%) 575,909 (19.0%) 575,909 (19.0%) 1.96 billion 6,929 575,909 1.96 billion (19.0%) 201,990 (0.4%) 6,929 (10.3%) 201,990 (0.4%) 695,700 (10.3%)1.96 billion 283,561 6,929 (23.0%) 695,700 (23.0%) (14.5%) 283,561201,990 (0.4%) (14.5%) (10.3%) 695,700 551,331 283,561 (23.0%) (28.2%) 551,331(14.5%) (28.2%) 551,331 (28.2%) 1,275,858 (42.2%) 1,275,858 912,097 (42.2%) (46.6%) 912,097 Russian Cup tickets (46.6%) 1,275,858 Russian Cup tickets (42.2%) Europa League tickets 912,097 Europa League tickets (46.6%) Champions League tickets Russian Cup tickets Champions League tickets 2016-2017 season* 2017-2018 season** Season tickets Europa League tickets 2016-2017 season* 2017-2018 season** Season tickets RPL match ticketsChampions League tickets RPL match tickets 2016-2017 season* 2017-2018 season** Season tickets * Less the revenue of clubs that were relegated from the RPL based after the 2016-2017 season and of FC Anji RPL match tickets ** Less the revenue of clubs that were relegated from the RPL based after the 2017-2018 season Домашние стадионы клубов РПЛ по вместимости,Домашние сезон-2018/2019 стадионы клубов РПЛ по вместимости, сезон-2018/2019 Average ratio of single-match ticket to season ticket revenue for RPL clubs Домашние стадионы клубов РПЛ по вместимости, сезон-2018/2019

25 20 25 20

25 20 75 75 80 80

75 80 2016-2017 season 2017-2018 season 2016-2017 season 2017-2018 season

Single-match tickets 2016-2017 season Single-match2017-2018 tickets season Season tickets Season tickets Single-match tickets Sources: RPL clubs, PwC analysis Season tickets 20 PwC

Поменяются данные в графике про среднее соотношение в сезоне 2017/2018: Билеты - Поменяются80% вместо 76%, данные абонементы в графике - про20% среднеевместо 24% соотношение в сезоне 2017/2018: Билеты - 80% вместо 76%, абонементы - 20% вместо 24% Поменяются данные в графике про среднее соотношение в сезоне 2017/2018: Билеты - 80% вместо 76%, абонементы - 20% вместо 24% A significant increase in attendance at RPL matches in the 2017-2018 season ОсобенностиTicket plan features, билетных number программ, of clubs % от всех клубов РПЛ ОсобенностиcontributedОсобенности билетных to a growth программ, билетных of almost % программ, от всех клубов % от всех РПЛ клубов РПЛ 55% in gate revenue for clubs. Revenue Online ticket sales from ticket sales for Champions League 14 Реализациия Реализацииябилетов онлайн билетов онлайн and Europa League matches has also 16 88% 88% grown considerably. Discounts for students and100% pensioners 100% 10 СистемаDespite скидок Системаrising для pricesстудентов скидок for для single/ пенсионеров студентов tickets / пенсионеров 14 to domestic matches and for season 63% 63% tickets, ticket plans for matches Free ticket distribution88% during promotions88% 13 Бесплатноеin European распространениеБесплатное competitions распространение билетов are becoming в рамках билетов промо-кампаний в рамках промо-кампаний 13 more affordable. 81% 81% Multi-match ticket packages Clubs are successfully working 81% 81% 11 Пакеты билетовПакеты на несколько билетов наматчей несколько матчей on extending sales channels for single- 10 match tickets and season tickets. During 69% 69% the current season, all RPL clubs are 63% Offline ticket63% sales via third parties 8 Офлайнselling продажа ticketsОфлайн билетов online, продажа через with билетов подрядчиков a growing через подрядчиков 10 share of online single-match 50%ticket 50% and season ticket sales in the total 63% Off-venue63% points of sale 7 Точкиsales продаж portfolio.Точки вне стадиона продаж вне стадиона 10 Clubs are trying to utilise44% ticket 44% 63% 63% operators more for both offline Online sales of season tickets* Реализация абонементов онлайн and onlineРеализация sales. More абонементов clubs are онлайн also 7 establishing off-venue points of sale. 44% 44% Ticket delivery* Курьерская доставкаКурьерская билетов доставка / абонементов билетов / абонементов 4

25% 25% 2017-2018 season 2018-2019 season

* No historical data available сезон 2017-2018сезон гг. 2017-2018сезон 2018-2019 гг. сезон гг 2018-2019 гг Источник: клубы РФПЛ, анализ PwC

Источник: клубыИ сРтФоПчнЛи, ка:н каллуибзы P РwФCПЛ, анализ PwC Online ticket sales channels, number of clubs Share of online sales by product

In-house Tickets Via third parties Season tickets In-house In-house Tickets Tickets Both channels Via third partiesVia third parties Season ticketsSeason tickets

Both channelsBoth channels 2 2 13%

3 3 21% 4 4

30% 30%

7 7 29% 30% 46% 39%46% 39% 2017-2018 season 2016-2017 season 7 7 43% 43% 7 7 39% 2018-2019 season 44% 2017-2018 season 43% 2017-2018 season2017-2018 season 2016-2017 season2016-2017 season 44% 2018-2019 season2018-2019 season 2017-2018 season2017-2018 season 46% 50% Sources: RPL clubs, PwC analysis

Russian Premier League. A comprehensive study of the economics of Russian football 21 Fan engagement

Detailed audience research Do you conduct audience research? The number of RPL clubs using (numberДомашние of clubs) стадионы клубов РПЛ CRM systems to collect and analyse is gaining importance for по вместимости, сезон-2018/2019 ДомашниеДомашние стадионы стадионы клубов клубов РПЛ РПЛ fan data in order to build more clubs andпо вместимости, theirпо вместимости, sponsors сезон-2018/2019 сезон-2018/2019 effective, personalised communication is growing. Most clubs conduct audience 5 research as one of the main analytical tools. This research is important 31 31 for the clubs themselves as well as for current and prospective 11 sponsors and partners. 69 69

Yes Да Да No Нет Нет

Источник: РФПЛ, анализ PwC ИсточИниск:то РФПЛ,чник: РФПЛ, анализ анализ PwC PwC

Use of intra-club supporter communication tools, CRM systems in RPL clubs, number of clubs number of clubs

In placeIn place Email notificationsEmail notifications

SMS notifications None None SMS notifications

ImplementationImplementation scheduled scheduled Call centresCall centres for nextfor season next season

4 4 11 11 10 5 5 11 11 10 5 5 7 5 5 10 7 7 7 10 9 9

6 6

2017-20182017-2018 season season 2017-20182017-2018 season season 2018-20192018-2019 season season 2018-20192018-2019 season season

Sources: RPL clubs, PwC analysis

22 PwC Loyalty programmes

Домашние стадионы клубов РПЛ по вместимости, сезон-2018/2019 Supporter loyalty programmes in RPL clubs, number of clubs

Loyalty programmes are also important for 3 4 enhancing fan engagement In place None 12 13

2017-2018 season 2018-2019 season

Источник: РФПЛ, анализ PwC Loyalty programmes features, number of clubs Особенности билетных программ, % от всех клубов РПЛ

Discounts for single-match tickets, season tickets and merchandise 11 12 Non-financial benefits (e.g. tickets reservation and access to open training sessions) Есть Есть 11 Отсутствует Отсутствует 10 Discounts from the club’s partners and sponsors 11 1081%

Purchase reward points 19% 6 75% 6 Сезон 2018-2019 гг 25% Сезон 2017-2018 гг. Exclusive news and media content* 6

2017-2018 season 2018-2019 season

* No historical data available

Sources: RPL clubs, PwC analysis

сезон 2016-2017 гг. With each new season, the number Another option in loyalty programmes сезон 2017-2018 гг of clubs offering loyalty programmes is access to exclusive media content to their fans is growing. In most cases, produced by the club. This option the programmes include discounts for is offered by nearly half (46%) single-match or season tickets and club of the loyalty programmes at RPL clubs. merchandise, as well as non-financial The same number of loyalty benefits and discounts from the club’s programmes use purchase reward partners and sponsors. points as their core mechanism.

Russian Premier League. A comprehensive study of the economics of Russian football 23 Club merchandise

RPL clubs continue Club merchandise sales breakdown, number of clubs to drive merchandise sales Особенности билетных программ, % от всех клубов РПЛ both on their own and Official store through partners 13 13 Merchandise partner sales 10 14 Official online store 10 12 Licenced partners 8 11 While all clubs sell kits to fans, fifteen clubs also offer a product line Merchandise sales in multibrand online stores of their own branded merchandise, 4 including scarves, caps, casual wear 5 and accessories.

Thirteen clubs have official club stores 2017-2018 season 2018-2019 season that are typically located at their stadium or in shopping malls, airports Sources: RPL clubs, PwC analysis or railway stations. The popularity of online sales has driven As part of this trend, compared with partner stores. Moreover, three more RPL clubs to reduce the number of physical the previous season, the number clubs have signed licensing agreements stores. of clubs in the league with an online that allow their partners to manufacture Our study shows that during store has increased by two. and sell products featuring the club’s the 2018-2019 season, the average RPL brand. Clubs are also deeply engaged club operates one to two points of sale, in developing merchandise sales Other potential merchandise sales compared with two to three points with partners. Fourteen clubs already channels include multibrand online stores, of sale during the 2017-2018 season. sell official branded products through which are already used by five clubs.

24 PwC Совокупная онлайн-аудитория футбольных клубов РФПЛ, млн человек

11,86

2,21 Подписчиков в клубных Уникальных посетителей социальных сетях клубных сайтов в месяц

Сайты клубов РФПЛ по мультиязычности

9 6 1 1 язык 2 языка Более 2 языков

Использование медиа ресурсов

100% 86% 64%

Использование сайта Соглашения со СМИ Соглашения и социальных медиа об инфопартнерстве с социальными медиа Digital media в спонсорской интеграции об инфопартнерстве

This season, Facebook has joined the core bundle Total online audience among RPL clubs, millions* 14.20 of digital platforms 11.86 for RPL clubs 2.21 3.12

Social media Unique website followers per month

* As of 1 August 2018

RPL club websites by number of language versions The total reach of the online football 9 audience continues to grow. The total 8 6 6 number of social media followers has gone 2 up by 20%, while the number of unique 1 visitors to official club websites has soared by 41%. One language Two languages More than two languages Almost all RPL clubs have partnership agreements with the mass media. Info-partnership agreements, number of clubs At the same time, the number of RPL 14 15 10 clubs that have signed partnership 6 agreements with social networks has decreased by four. This is due to the change in the membership With mass media With social media structure of the league and also by one club shifting from a formal 2017-2018 season 2018-2019 season partnership with VKontakte into an informal working relationship. All RPL clubs are present on at least five digital platforms, including Facebook. A number of clubs are also present FC Zenit is worthy of special mention, on Odnoklassniki. as it was the first among RPL clubs to set up a Snapchat account. Following the example of Krylia Sovetov, Zenit Использование digital-инструментов клубамиhas also РФПЛ created a page on Weibo, a Chinese microblog network.

Use of digital media, number of clubs

16 16 16 16 16 10 6 4 4 2 1

Sources: RPL clubs, PwC analysis Источник: клубы РФПЛ, анализ PwC

Russian Premier League. A comprehensive study of the economics of Russian football 25 Sponsor relations

FiveТо leadingп-5 ка categoriesтегорий of с пRPLон сclubоро sponsorsв клубо byв Р coreПЛ business в сезон activityе-2018 in/ 2the01 2018-20199 по про season,филю number деяте лofь нsponsorsости

20 14 12 8 8 Food industry Automotive industry; Consumer goods Power and utilities Betting companies gas stations manufacturers and heavy industry

Kit areas by number of sponsor logos

16 14 11 10 7 6 5

Title sponsor Back Sleeve Chest Back (shorts) Back Front (shorts) (below the player's (above the player’s number) number)

Sources: Public sources, PwC analysis

26 PwC Количество размещенных логотипов спонсоров на игровой форме клубов РПЛ в сезоне- 2018/2019

16 14 11 10 7 6 5 Number of title sponsors from 2002 to 2018-2019 by category

1 Power and utilities 4 Industrial companies 7 Food industry 2 Transportation companies 5 Banks 8 Betting companies 3 Investment and asset management companies 6 Charitable foundations and organisations 9 Other

14 13 7 9 12 6 8 11

10 9

7 5 4 6 9 9 5 5 4 4 3

3 2 2 1 1

0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011- 2012- 2013- 2014- 2015- 2016- 2017- 2018- 2012 2013 2014 2015 2016 2017 2018 2019

RPL clubs are working on engaging broadcasts since 1 April 2017, but have The 2018-2019 season is a record- sponsors to boost their commercial already joined the top five sponsor breaker for the number of title revenues. This season, each club has categories. sponsors. an average of eight sponsors. This season, RPL clubs kits feature Power and utility companies have Food insutry companies are well- 69 sponsor and partner logos. demonstrated the most stable presence, established leaders in terms of the number The number of title sponsor logo while more sponsors are coming of sponsorship agreements they have placements has increased, while from different economic sectors. with RPL clubs. Automotive, another B2C the number of sleeve logos has dropped Throughout the years, these have segment, is in second place. Among B2B from 13 to 11. The second-most used included the automotive industry, segments, industrial, power and utility logo placement area is below a player’s electronics retailers, telecommunications, companies have the strongest presence. number on the back. real estate and construction companies, It is also worth mentioning the efforts airlines and travel brands. Spartak remains the leader in terms of betting companies, which have only of the number of sponsor logos on its kit, been allowed to advertise during sports having boosted the overall number to 12.

Russian Premier League. A comprehensive study of the economics of Russian football 27 Financial performance

28 PwC Financial statements

Доходы клубов РПЛ в 2012-2017 гг., млрд руб. ДоRevenuesходы клу бforов RPL РПЛ clubs, в 201 2013-2017,2-2017 гг. ,RUB млрд billion руб.

56.1 53.7 59.1 63.3 56.8 38.7 56.1 59.1 63.3 56.1 53.7 59.1 63.3 56.8 38.7 2012 2013 2014 2015 2016 2017 2012 2013 2014 2015 2016 2017

РасExpendituresходы клубов byРП RPLЛ в 2clubs,012-2017 2013-2017, гг., млрд RUB руб. billion Расходы клубов РПЛ в 2012-2017 гг., млрд руб.

68.5 59.8 61.7 60.1 58.5 42.3 61.7 68.5 60.1 59.8 61.7 60.1 58.5 42.3 2012 2013 2014 2015 2016 2017 2012 2013 2014 2015 2016 2017

Финансовые результаты клубов РПЛ в 2012-2017 гг., млрд руб. Финансовые результаты клубов РПЛ в 2012-2017 гг., млрд руб. Financial performance of RPL clubs, 2013-2017, RUB billion

3.2 3.2 -1.7 -3.6 -3.7 -1.7 -3.6 -3.7 -3.7 -8.0 -9.4 -8.0 -8.0 -9.4

2012 2013 2014 2015 2016 2017 2012 2013 2014 2015 2016 2017

Источник: клубы РФПЛ, СПАРК, анализ PwC Источник: клубы РФПЛ, СПАРК, анализ PwC ИсSources:точник: RPLклуб clubs,ы РФ ПSPARK,Л, СПА РPwCК, а analysisнализ PwC

Revenues and expenditures for RPL The volatility in total revenues clubs were analysed for each financial and expenditures among RPL clubs year. Total expenditures include all is influenced by the changing composition operating and non-operating expenses, of the league from year to year. such as debt servicing and other financial The negative financial result in 2017 was costs, as well as some non-monetary mainly due to a decrease in club revenues expenses like the amortisation of player derived from non-commercial sources. registrations (transfer fees). However, total expenditures remain practically flat, which is primarily explained by the long-term contractual commitments of clubs.

Russian Premier League. A comprehensive study of the economics of Russian football 29 RPL club revenues

Структура общих доходов клубов РФПЛ, % от общей суммы Total revenue structure for RPL clubs, % of the total sum

3.2% 2.6% 3.5% 4.1% 3.5% 4.6% 3.1% 4.4% 4.4% 4.5% 4.7% 3.7% 7.7% 5.5% 4.7% 8.6% 6.7% 7.6%

25.7% 13.8% 21.3% 14.7% 15.1% 33.9%

44.0% 34.9% 45.4% 43.2%

51.9% 38.4%

30.0% 27.3% 23.0% 22.6% 14.5% 13.0%

2012 2013 2014 2015 2016 2017

Broadcasting rights (domestic competitions) Gate receipts and match-day revenue UEFA revenue

Equity contributions Sponsorships and other commercial revenue Other revenue

Sources: RPL clubs, SPARK, PwC analysis

The share of revenues RPL clubs continue to boost their Given the stable cash inflows from other gate receipts and match-day revenues sources of revenue, one could suggest for RPL clubs from gate thanks to new infrastructure and fan that RPL clubs are experiencing an increase receipts and sponsorships engagement. Sponsorships and other in commercial revenues directly related is continuing to grow commercial revenue are also to football that is in line with the European on the rise, accounting for more than football financial policies. 50% of total revenues. In the meantime, The data on UEFA revenue are presented other earnings, including transfer according to the financial statements revenues, real estate income and revenue of RPL clubs and may differ from UEFA streams from other non-football related data due to Russian accounting practices, activities, have notably declined. as well as due to the volatility of the foreign exchange rates used to recognise revenue in financial statements.

30 PwC Структура общих доходов клубов РФПЛ, млрд рублей

Total revenue structure for RPL clubs, RUB billion

63.3

59.1 2.2 3.0 56.8 56.1 2.4 2.6 1.4 53.7 2.7 4.2 1.7 2.1 1.9 4.4 2.4 5.1 8.7 2.5 4.3

14.4 8.7

11.4 8.6 38.7 1.3 1.7 2.1

27.8

13.1 26.8 19.6 23.2 29.5

14.9

17.3 16.8 12.4 13.4 7.4 5.6

2012 2013 2014 2015 2016 2017

Broadcasting rights (domestic competitions) Gate receipts and match-day revenue UEFA revenue

Equity contributions Sponsorships and other commercial revenue Other revenue

Sources: RPL clubs, SPARK, PwC analysis

Russian Premier League. A comprehensive study of the economics of Russian football 31 UEFA prize money

Совокупные призовые клубов РФПЛ от участия в соревнованиях УЕФА, млн евро

Total UEFA prize money for RPL clubs, EUR million

63.3 62.1 59.8 1.3 6.5 1.7

54.3 7.2 0.2 6.2 49,5 4.5 0,2 0.2 20.8 45.5 8.2

20,6 16.4 24.2 26.2 7.0 20.0 0.5 0.2

13.4

14,1 15.2

0.2 18.2 19.2 3,2 3.2 23.7 4,3 17.9 5.1 0,3 0.6 0.6 6,8 5.4 6.4 0.2 4.7

2012 2013 2014 2015 2016 2017

Rostov Krasnodar Lokomotiv Zenit Spartak CSKA Kuban Anji Dynamo Rubin

Sources: UEFA, PwC analysis

Источник: УЕФА, анализ PwC To calculate the UEFA prize, it was CSKA, with more than EUR 94m in UEFA assumed that RFPL clubs recognise prize money, has been the top earner revenue from the market pool for over the past five years. Zenit ranks the group stages in the first half second, earning a total of EUR 88m of the season (before the New Year), during the analysed period. and for the knockout stages The total revenue from UEFA prize in the second half of the season money among other RPL clubs over (after the New Year). the past five years amounts to EUR 102m.

32 PwC Transfer activities

Совокупные призовые клубов РФПЛ от участия в соревнованиях УЕФА, млн евро Transfer revenues of RPL clubs, 2013-2017, RUB billion

366.7

210.1 84.1 117.2 111.0 122.0 2012 2013 2014 2015 2016 2017

Transfer expenditures of RPL clubs, 2013-2017, RUB billion

434.6 328.4 184.2 127.6 139.6 45.3 2012 2013 2014 2015 2016 2017

Consolidated transfer balance of RPL clubs, 2013-2017, RUB billion

65.7 70.5 -67.9 -10.4 -62.2

-244.3

2012 2013 2014 2015 2016 2017

Aggregate transfer value of RPL clubs players, 2013-2017, RUB billion

1.54 1.23 1.22 1.10 1.02 0.88

2012-2013 2013-2014 2014-2015 2015-2016 2016-2017 2017-2018

Sources: Transfermarkt, PwC analysis

ИсточTheник :transfer activities of football clubs Considering the volatility of exchange Transhaveferma ark tsignificantанализ Pw impactC on their rates and the specific accounting financial performance. treatment of transfer income and expenditures in financial statements, For reference purposes, we included no direct correlation with the financial information on the transfer income performance of clubs was found. and expenditures of RPL clubs and on the aggregate value of these clubs over the past five years, according to information from Transfermarkt.

Russian Premier League. A comprehensive study of the economics of Russian football 33 Match attendance

34 PwC Match attendance for RPL clubs

Суммарная посещаемость матчей РФПЛ по турам в сезоне 2016/2017, тыс. человек Average attendance per RPL match, thousands

12.9 12.9 13.0 14.0 12.3 12.1 11.5 10.2 11.0 11.4

2008 2009 2010 2011- 2012- 2013- 2014- 2015- 2016- 2017- 2012 2013 2014 2015 2016 2017 2018

Заполняемость арен клубов РПЛ в сезоне-2017/2018, % от общей вместимости

Stadium capacity utilisation in the 2017-2018 season, % of maximum capacity

Thousand seats

25 78% 67% 74% 52% 55% 71% 47% 60% 23% 58% 46% 46% 36% 24% 28% 32% 0

Ural Ufa Anji Zenit Rubin CSKA Rostov Tosno Amkar Spartak Akhmat Arsenal Dynamo Krasnodar Lokomotiv

SKA Khabarovsk

Sources: RPL, PwC analysis Источник: РФПЛ, анализ PwC

Attendance at RPL matches increased After Zenit moved to their new stadium, due to the opening of new, comfortable attendance soared by 174%, while stadiums and the increasing interest Krasnodar’s capacity utilisation in football. The average attendance in their new stadium increased by per match during the 2017-2018 season 24 percentage points compared with was up by approximately a quarter the 2016-2017 season. This boost in from the previous season, hitting attendance elevated the Krasnodar- a ten-year high. based club to second place in the league in terms of stadium capacity utilisation. Zenit, which now plays in the league’s largest stadium, tops the league table Rostov, which hosted several matches for stadium capacity utilisation. during the 2017-2018 season at their new stadium, Rostov Arena, finished third in terms of stadium capacity utilisation.

Russian Premier League. A comprehensive study of the economics of Russian football 35 82% of RPL clubs have experienced an increase in match attendance

Average match attendance for RPL clubs, %

50,000 +174.1%

-5.4%

+47.3%

25,000

+8.4% +1.1% +23.9% +10.0% +27.5% +6.1% +53.7% +66.2% +87.1% +1.6% -5.7% +197.1% -21.1%

Ufa Zenit Anji Ural Rubin CSKA Amkar Spartak Akhmat Tosno* Arsenal Rostov Krasnodar Lokomotiv Dynamo*

SKA Khabarovsk* 2016-2017 season 2017-2018 season

* FNL match attendance statistics from the 2016-2017 season were used

Sources: RPL, PwC analysis

Источник: РФПЛ, анализ PwC

36 PwC Средняя заполняемость стадионов клубов РПЛ в сезоне-2017/2018 по году ввода стадиона в эксплуатацию

90%

80%

70%

60%

50%

40%

30%

20%

10%

0% Match1925 1attendance930 1956 1957 1959 is196 7notably1969 2002 2impacted003 2008 2011 2 0by13 2clubs’014 2016 2 016 2017 on-field performance

Relationship between the number of wins and the average stadium capacity utilisation for RPL clubs in the 2017-2018 season

20 average

16 Pantone871 C Pantone 186 C на красном

12 average Pantone871 C Pantone 186 C на белом

10 Total wins

0 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% Average stadium capacity utilisation

Sources: RPL, PwC analysis

Russian Premier League. A comprehensive study of the economics of Russian football 37 Talent pools

38 PwC Средняя численность различных департаментов в клубах РПЛ в сезоне-2018/2019, чел.*

Average headcount of various departments across RPL clubs in the 2018-2019 season, number of employees

50 49

21 20 18

16 14 11 10

5 3 3 2 1 0 Sporting Commercial Press Event/match IT department department office/PR management

Sources: RPL, PwC analysis

The average headcount To succeed in sports and business, The press office and PR staff handle football clubs employ specialists media outlets and fans, as well as at RPL clubs from a variety of fields. The average manage the club’s website and social is 241 employees headcount at RPL clubs this season media feeds. Минимальноеis 241 значение employees, includingСреднее players, значение Максимальное значение The event management department coaches and administrative/managerial has professionals that handle personnel. matches and related events, including One of the main football-related sponsorship programmes. administrative units of any club The IT staff supports the successful is the sporting department, which operation of all ICT systems used is staffed by professionals in charge in the stadium and embedded of player selection and scouting, in the club’s business processes. as well as by sports analysts. These might include CRMs, The commercial department usually ticketing systems, access control includes sales, marketing, ticket sales and management systems. and other commercial functions.

Russian Premier League. A comprehensive study of the economics of Russian football 39 Youth football

40 PwC Nurturing talent while optimising financial costs is gaining increasing Management and promotion of club schools and academies, number of clubs relevance for Russian football clubs. As in previous seasons, all RPL clubs Особенности билетных программ, % от всех клубов РПЛ have their own football academies. Performance dynamics The results of the survey suggest Partnerships with other sports schools that clubs are striving to expand their 8 partnership network by actively signing 14 agreements with other sports schools. General education programmes To promote their own academies, 7 clubs also hold welcome days 6 and visit kindergartens and schools. Sports courses for preschoolers Ten RPL clubs hold sports camps 5 6 that admit all children, regardless of their level. Camps can be organised Branches in other cities or regions by the club themselves or through 3 partners, or they can be franchised. 3 For example, Spartak opened a branch of their Spartak Camp for children No historical data available in Kogalym in 2017. Lokomotiv used to organise LokoCamp, a children’s Welcome days camp in Estonia, that they ran together 12 with a local football club. Krasnodar Sports camps for children outside of sports schools or academies has organised football camps 10 at the famous Orlyonok children’s centre. 63% By holding football camps for children, Visiting kindergartens and schools to promote academies clubs promote their brand, earn 8 additional income and recruit Fee-based groups in sports schools/academies50% additional talent to their academy. 6 RPL clubs are increasingly emphasising the integration of preschoolers 2017-2018 season 2018-2019 season in training by organising special courses. Sources: RPL, PwC analysis In comparison with the 2017-2018 season, the number of clubs that offer Источник: клубы РФПЛ, анализ PwC sports courses for preschoolers has increased by one.

Russian Premier League. A comprehensive study of the economics of Russian football 41 42 PwC Contacts

Sports Consulting Practice at PwC Russia

Oleg Malyshev Partner [email protected]

Aleksander Kardash Senior Manager [email protected]

Anastasia Shalimova Senior Consultant [email protected]

Russian Premier League (RPL)

Tel.: (499) 643-22-13 E-mail: [email protected]

Russian Premier League. A comprehensive study of the economics of Russian football 43 www.pwc.ru

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