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A recent history of NHL revenue: An in-depth look at Forbes' data

Forbes magazine's 'Business of Hockey' online publication has almost become an annual tradition at this point, and is always the focus of quite a bit of water-cooler talk right around this time every year.

The numbers are interesting in and of themselves, but I figured that, now that we have four years of data to pick through, why not take a more of a historical look at what Forbes has put together and see what the findings show us? How have team revenues changed with revenue sharing being put into place postlockout? And which teams have seen the most growth over the past four years?

The results might surprise you:

Revenues
Rk Team 03-04 05-06 06-07 07-08 Change Avg.
1 Toronto $117 $119 $138 $160 36.75% $134
2 N.Y. Rangers
$118 $109 $122 $137 16.10% $122
3 Montreal $90 $90 $109 $139 54.44% $107
4 Detroit $97 $89 $109 $110 13.40% $101
5 Dallas $103 $89 $91 $105 1.94% $97
6 Philadelphia $106 $88 $87 $102 -3.77% $96
7 Boston $95 $86 $87 $97 2.11% $91
8 Vancouver $74 $80 $96 $107 44.59% $89
9 Colorado $99 $81 $79 $91 -8.08% $88
10 Tampa Bay $88 $82 $85 $84 -4.55% $85
11 Los Angeles $80 $82 $84 $91 13.75% $84
12 Ottawa $70 $76 $93 $96 37.14% $84
13 Minnesota $71 $71 $78 $94 32.39% $79
14 Calgary $70 $68 $77 $97 38.57% $78
15 Anaheim $54 $75 $89 $90 66.67% $77
16 San Jose $74 $69 $72 $85 14.86% $75
17 Chicago $71 $67 $69 $79 11.27% $72
18 Edmonton $55 $75 $71 $85 54.55% $72
19 New Jersey $61 $62 $65 $97 59.02% $71
20 St Louis $66 $66 $66 $73 10.61% $68
21 Columbus $66 $66 $68 $71 7.58% $68
22 Buffalo $51 $70 $74 $76 49.02% $68
23 Pittsburgh $52 $63 $67 $87 67.31% $67
24 Carolina $52 $72 $68 $75 44.23% $67
25 Florida $60 $65 $67 $74 23.33% $67
26 Washington $61 $63 $66 $73 19.67% $66
27 Atlanta $59 $64 $67 $70 18.64% $65
28 Phoenix $57 $63 $67 $68 19.30% $64
29 Nashville $57 $61 $65 $70 22.81% $63
30 N.Y. Islanders $64 $56 $60 $64 0.00% $61
Averages $75 $76 $81 $92 25.46%

 

Now, the first thing worth noting is that the Forbes figures are net of revenue sharing, which means teams like Toronto, the Rangers and Montreal would be even higher up the line had they not had to pay handouts to teams like Nashville, Phoenix, etc., over the past three years. And those clubs who have been receiving revenue sharing? They'd be even more bottomed out than they appear here.

The biggest gainers

The average team has, according to this data, seen its revenues increase by about 25 per cent since 2003-04, and most of the teams with the largest increases in that department are north of the border. Twelve teams have had 30 per cent or greater increases, a group that includes all six Canadian teams.

The teams that have increased revenues the most over the past four years are (1) Pittsburgh, (2) Anaheim, (3) New Jersey, (4) Edmonton and (5) Montreal.

The biggest losers

Three teams have seen their average revenues fall over this time period, and they're not who you'd think. Philadelphia, Tampa Bay and Colorado pulled in fewer dollars last season than four years earlier.

Other teams with limited growth include the Islanders, who have been a bottom feeder in the category year after year, the Stars, Bruins and Blue Jackets.

Who's healthy?

Doug MacLean, the former Columbus GM, has a radio show here in Toronto these days, and recently talked about how difficult it was to make ends meet running a shoestring operation in that city. In his estimation, revenues of about $90-million put teams in a comfortable spot in terms of turning a profit.

Last season was a good one in that department with 15 teams earning $90-million or more according to Forbes. Teams on the cusp included Pittsburgh, San Jose, Edmonton and Tampa Bay, who all generated more than enough revenue to at least break even given the way the NHL finances are currently configured.

The teams in the top 10 last season were: Toronto, Montreal, the Rangers, Detroit, Vancouver, Dallas, Philadelphia, Boston, Calgary and New Jersey. The Devils' revenues went way, way up in their new building, to the tune of more than $30-million in a single season.

Who's not?

Even with revenue sharing, some teams are significantly disadvantaged. Columbus, Atlanta, Nashville, Phoenix and the Islanders (who do not receive revenue sharing given their market size) are all under $72-million in revenue and are likely to lose money when more than $50-million of that is spent on payroll.

Teams like Carolina and Florida are generating slightly more revenue but are also on the cusp.

A breakdown by division

The average revenues generated by teams over the past four seasons, based on division alignment:

Northeast: $96.7-million
Atlantic: $83.4-million
Northwest: $81-million
Pacific: $79.4-million
Central: $74.3-million
Southeast: $69.8-million

Again, keep in mind that this is after revenue sharing, and four teams in the Southeast likely have received that payout the past three years. No teams in the Northeast, Atlantic or Northwest would be on the dole, and their numbers would appear even higher with those figures taken out.

Revenue-graphuntitled-3_medium
Revenue-graphuntitled-2_medium
Revenue-graphuntitled-4_medium
Revenue-graphuntitled-5_medium
Revenue-graphuntitled-6_medium
Revenue-graphuntitled-7_medium

Note the separation teams like Toronto, the Rangers and Detroit have in their divisions.

One last thing before I put this to bed: The Canadian-U.S. question. Based on Forbes revenue figures, the Canadian teams generated 21 per cent of total revenues in 2003-04.

Last season, even while all six teams paid into revenue sharing, that figure was 25 per cent. Canadian teams' revenues have increased 44 per cent in those four years; American ones have averaged only 17-per-cent growth.

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Kudos

That is all I can say after reading all of this. Great post!

The population of Pominville keeps rising!

by Blackcapricorn on Oct 30, 2008 10:35 AM CDT reply actions   0 recs

A few surprises

I would have thought that Buffalo and Pittsburgh would be higher. Although the penguins are due a new arena soon.

There is also very little correspondence with how the teams play. Although I think that is part of the reasons Colorado is down a bit, and why Chicago might pull ahead a bit in the next few years.

For the islanders that is just sad…

by Ebscer on Oct 30, 2008 10:36 AM CDT reply actions   0 recs

I think Mellon Arena is the smallest arena in the league. Not to mention, tix are still “fairly” affordable. I have a feeling the new arena is going to change all of that drastically and ultimately reflect differently on these graphs. Perhaps they’ll rank higher in, say, 2015.

Follow the Penguins on SBN @ Pensburgh.com

by FrankD on Oct 30, 2008 2:09 PM CDT up reply actions   0 recs

I bet they rank higher immediately upon the new building opening up. Look at what the Devils did and they’re not even selling out their new palace in Newark.

by James Mirtle on Oct 30, 2008 2:15 PM CDT up reply actions   0 recs

Non-Ticket Revenues

Back in May, the Toronto Star published figures which it said showed the average ticket revenue per game for NHL teams. Combining that information with the Forbes list, I thought it would interesting to see which teams generated the most revenue from non-ticket sales sources (tv contracts, corporate sponsorships, marketing etc). Two conclusions: large US cities, even those with mediocre on-ice results and attendance like L.A. and Chicago, can still generate well above average non-ticket revenues, simply because of the sheer mass of advertising and corporate dollars available in those metro areas. The New York metro area generates $173 million between the three teams. A second team in Toronto would only have to generate non-ticket revenues equal to the Islanders ($40 mil)to be in the top ten in total revenues for the entire league. Conversely, the smaller Canadian cities, Calgary and Edmonton, struggle to produce non-ticket revenues. And the smallest US metro area, Columbus, is in dire straits, producing more than a third less non-ticket revenues than the average franchise even before this year’s anticipated drop in sponsorship income.
The list is at Under Review (http://urhma.blogspot.com)

by Big Picture Guy on Oct 30, 2008 10:47 AM CDT reply actions   0 recs

Interesting stuff

HI James,

Very interesting stuff this. I was wondering what you thought about the curious example of the Penguins. If Malkin and Crosby going there only gives them a $15M bump, and no real growth in revenues for years now, what hope is there? I know their arena offers challenges for the franchise. Do you think it accounts for their relatively lowly position?

Topham

by Topham on Oct 30, 2008 11:38 AM CDT reply actions   0 recs

The Penguins revenues will go sky high once they get out of the oldest building in the league. It’s small and really limits their revenue potential from things like luxury boxes.

by James Mirtle on Oct 30, 2008 11:52 AM CDT up reply actions   0 recs

Bad eyes

Sorry, ignore the last comment, I saw a 6 where there was an 8. The Penguins are growing just fine…

by Topham on Oct 30, 2008 11:39 AM CDT reply actions   0 recs

Lockout effect

Anyone notice how much teams did drop, or stagnate, in revenues from 03-04 to 05-06?

Philly dropped $18m in revenues after the lockout, then another $1m the next year when they finished dead last. After making the playoffs last year and going to round 3, they’re only now showing similar totals to pre-lockout figures.

 The Rangers dropped $9m the year after the lockout. That was in spite of making their first playoff appearance of the century that year.

The only franchises with huge revenue growth in the post-lockout year in the US were Anaheim, Pittsburgh, and Buffalo. All 3 were starting at a low point, and Buffalo and Anaheim made the conference finals that year, while Pittsburgh got the Crosby boost.

US revenues clearly dropped post-lockout. They’ve only now recovered by the looks of things.

Hockey blogging can't get any flatter.

by saskhab on Oct 30, 2008 1:17 PM CDT reply actions   0 recs

Some of those drops, like in New York, are from revenue sharing. The Rangers suddenly had to payout to help teams like Nashville, etc., find their footing.

by James Mirtle on Oct 30, 2008 1:22 PM CDT up reply actions   0 recs

Not that they found their footing.

by James Mirtle on Oct 30, 2008 3:26 PM CDT up reply actions   0 recs

I am totally a nerd for charts and graphs. This is awesome.

Ain't nothing but puck drops and poke checks, babydoll.

by wrap around curl on Oct 30, 2008 3:02 PM CDT reply actions   0 recs

I’d ask how currency valuations are represented here, but that would just rile Gerald up.

by J. Michael Neal on Oct 30, 2008 3:26 PM CDT reply actions   0 recs

I love these type of posts! Stats make me happy, even if it’s about something I care as little about as the team’s financial situation.

26 Card Jet

by Tommelot on Oct 30, 2008 5:15 PM CDT reply actions   0 recs

You’re in the right place then.

by James Mirtle on Oct 30, 2008 5:32 PM CDT up reply actions   0 recs

Thank you for putting all the y-axes on the SAME SCALE so it is easy to compare the divisions. I HATE it when all the graphs are different, even though the actual plots could warrant it, when the numbers are meant to be compared.

The Central division is unreal. It’s basically the Southeast division with Detroit tossed on top – that extreme separation is amazing.

"A vacuum is a hell of a lot better than some of the stuff that nature replaces it with." -- Tennessee Williams

by Baroque on Oct 30, 2008 5:59 PM CDT reply actions   0 recs

Excellent article James. Although I don’t congregate around the water cooler, this will provide some nice discussion around the keg.

Ah, the college life.

Fear The Fin: Where the second round is overrated.

by Mr. Plank on Oct 30, 2008 7:45 PM CDT reply actions   0 recs


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