Swansea shine a light on how to profit from the Premier League

 

If there was a league table for financial success then Swansea City would be challenging for Manchester City's Premier League title. The Welsh club confirmed yesterday a profit of £14.6m following their successful debut campaign in the top-flight when they finished 11th under former manager Brendan Rodgers. That sum was boosted by the £5m received from Liverpool for the loss of Rodgers to Anfield in the summer.

While the Manchester clubs and Liverpool use the foreign owner approach, debt-free Swansea have a unique style. The Swansea City Supporters Trust have a significant 19.9 per cent share of the club, and chairman Huw Jenkins is convinced their home-grown structure and supporter-owned model, which was the first seen in the top flight, is the envy for even those competing for Champions League places.

Jenkins said: "I'd imagine that the majority of football clubs and supporters in the Premier League would love to have a set-up like ours. Clubs like Manchester United have a supporters' body trying to find ways of changing how the club is run and how they can invest in the club to be part-owners.

"I think we are a blueprint. When other clubs see how we are run then we gain quite a lot because secretly they would like us to do very well. If we can work our way to the top of the British game this way it will give everyone else connected with football a genuine lift. It will show the other clubs they can work with this model and that you don't need a billionaire owner chucking money around and distorting the fairness that should exist within the game."

Swansea almost went bust in 2002 before a group of local businessmen bought the club for £1 from Tony Petty. Jenkins, a former bricklayer, said: "The club had lacked investment, motivation and guidance. It has been a dramatic transformation."

Swansea's turnover of £65.2m, which demonstrated the reward of achieving Premier League status following their 2011 Championship play-off final victory over Reading, also includes operating costs and wages, which were double those of the previous year. Now Swansea are in a position to fund future growth and investment plans.

Some progress has already been made with work well underway on the £2.5m Landore training ground development and the creation of a partnership with Swansea University which involves the acquisition of a long-term lease of the playing fields at Fairwood, to the west of the city, which will result in a first-class training complex befitting an elite club.

After two season ticket sell-outs, there are also ambitious plans in place to expand the Liberty Stadium and increase the capacity to 32,000 from 20,500 with the backing of the local council. But Jenkins will only give a green light on the project – that could cost as much as £15m – when an unprecedented third season in the top flight looks like a reality.

Facts in figures

65.2m: Swansea's turnover, in pounds, in 2011-12, up from £10.1m in 10-11

5.5m: Cost, in pounds, of Swansea's record signing, winger Pablo Hernandez, from Valencia in the summer

9: Years since Swansea only just avoided relegation from the Football League and administration

News
Jennifer Lawrence was among the stars allegedly hacked
peopleActress and 100 others on 'master list' after massive hack
Sport
Radamel Falcao
footballManchester United agree loan deal for Monaco striker Falcao
Sport
Louis van Gaal, Radamel Falcao, Arturo Vidal, Mats Hummels and Javier Hernandez
footballFalcao, Hernandez, Welbeck and every deal live as it happens
News
people'It can last and it's terrifying'
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
Voices
A man shoots at targets depicting a portrait of Russian President Vladimir Putin, in a shooting range in the center of the western Ukrainian city of Lviv
voicesIt's cowardice to pretend this is anything other than an invasion
News
i100
Arts and Entertainment
Alex Kapranos of Franz Ferdinand performs live
music Pro-independence show to take place four days before vote
Arts and Entertainment
booksNovelist takes aim at Orwell's rules for writing plain English
Arts and Entertainment
The eyes have it: Kate Bush
music
News
Fifi Trixibelle Geldof with her mother, Paula Yates, in 1985
people
Caption competition
Caption competition
Latest stories from i100
Have you tried new the Independent Digital Edition apps?

Bleacher Report

Daily Quiz
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

Day In a Page

Alexander Fury: The designer names to look for at fashion week this season

The big names to look for this fashion week

This week, designers begin to show their spring 2015 collections in New York
Will Self: 'I like Orwell's writing as much as the next talented mediocrity'

'I like Orwell's writing as much as the next talented mediocrity'

Will Self takes aim at Orwell's rules for writing plain English
Meet Afghanistan's middle-class paint-ballers

Meet Afghanistan's middle-class paint-ballers

Toy guns proving a popular diversion in a country flooded with the real thing
Al Pacino wows Venice

Al Pacino wows Venice

Ham among the brilliance as actor premieres two films at festival
Neil Lawson Baker interview: ‘I’ve gained so much from art. It’s only right to give something back’.

Neil Lawson Baker interview

‘I’ve gained so much from art. It’s only right to give something back’.
The other Mugabe who is lining up for the Zimbabwean presidency

The other Mugabe who is lining up for the Zimbabwean presidency

Wife of President Robert Mugabe appears to have her sights set on succeeding her husband
The model of a gadget launch: Cultivate an atmosphere of mystery and excitement to sell stuff people didn't realise they needed

The model for a gadget launch

Cultivate an atmosphere of mystery and excitement to sell stuff people didn't realise they needed
Alice Roberts: She's done pretty well, for a boffin without a beard

She's done pretty well, for a boffin without a beard

Alice Roberts talks about her new book on evolution - and why her early TV work drew flak from (mostly male) colleagues
Get well soon, Joan Rivers - an inspiration, whether she likes it or not

Get well soon, Joan Rivers

She is awful. But she's also wonderful, not in spite of but because of the fact she's forever saying appalling things, argues Ellen E Jones
Doctor Who Into the Dalek review: A classic sci-fi adventure with all the spectacle of a blockbuster

A fresh take on an old foe

Doctor Who Into the Dalek more than compensated for last week's nonsensical offering
Fashion walks away from the celebrity runway show

Fashion walks away from the celebrity runway show

As the collections start, fashion editor Alexander Fury finds video and the internet are proving more attractive
Meet the stars of TV's Wolf Hall... and it's not the cast of the Tudor trilogy

Meet the stars of TV's Wolf Hall...

... and it's not the cast of the Tudor trilogy
Weekend at the Asylum: Europe's biggest steampunk convention heads to Lincoln

Europe's biggest steampunk convention

Jake Wallis Simons discovers how Victorian ray guns and the martial art of biscuit dunking are precisely what the 21st century needs
Don't swallow the tripe – a user's guide to weasel words

Don't swallow the tripe – a user's guide to weasel words

Lying is dangerous and unnecessary. A new book explains the strategies needed to avoid it. John Rentoul on the art of 'uncommunication'
Daddy, who was Richard Attenborough? Was the beloved thespian the last of the cross-generation stars?

Daddy, who was Richard Attenborough?

The atomisation of culture means that few of those we regard as stars are universally loved any more, says DJ Taylor