NFL Says Players Add $2.6 Billion as Clubs Seek Cash (Update1)
Share Business ExchangeTwitterFacebook|
Email |
Print |
A A A
By Aaron Kuriloff
Feb. 4 (Bloomberg) -- National Football League players received about $2.6 billion in salary and benefits from incremental revenue growth under the current labor contract, while owners’ cash flow declined by about $220 million, according to management figures.
A document prepared by the league for union officials during negotiating sessions aimed at reaching a new labor agreement before the current one expires in 2011 shows that owners’ share of new revenue since 2005 totaled about $1 billion, while their costs rose to $1.2 billion. The figures were made available to Bloomberg News.
Anthony Noto, the NFL’s chief financial officer, said that while the league’s total revenue rose 8 percent from 2006 to 2008 to about $8 billion a year, player costs, which consume about 60 percent of revenue, are up 9 percent and cash flow is down 8 percent. That’s reducing owners’ incentive to invest in the business, he said in an interview from his New York office.
“The clubs are being squeezed,” Noto, 41, said. “I think they will be forced to continue to reduce their investment to try to get to a cash-flow number and a return that they need. As we have seen in so many industries, that reduction will in the long run hurt revenue growth, and it will hurt player salaries and it will eventually hurt the growth of the game.”
Owners voted in May 2008 to end the current labor deal two years early after 2010, paving the way for a strike or lockout following the 2011 season.
The owners say the current agreement didn’t recognize the costs of growth, such as building stadiums.
Take Less
The NFL Players Association has said it can’t convince players to take less so that owners can make more.
DeMaurice Smith, the union’s executive director, said in an interview with Bloomberg Television that the NFL’s figures are insufficient. He said the league is having a great year, with record television ratings and attendance down one percent despite the recession.
“How long does it take for you to slide a piece of paper across the table saying we are expecting or experiencing X teams are making no money or X teams are losing money?” he said. “None of that information has been forthcoming.”
Brian Billick, who coached the Baltimore Ravens to a Super Bowl title in 2001, said he doesn’t think play will stop in 2011. He said change is coming to the NFL, which became the U.S.’s most-watched television sport in part by making sure teams were evenly matched both on the field and financially.
Game’s ‘Core’
“Over the next 12 to 18 months, the absolute core of how this game is going to be conducted both on and off the field is going to take shape,” the 55-year-old Billick, who co-wrote the book “More Than a Game: The Glorious Present and Uncertain Future of the NFL,” said in an interview with Bloomberg Television. “The costs of doing business have changed. What those margins are, what they need to be, what’s a fair share for players -- that’s what’s going to be negotiated.”
Without a deal, next season will lack the league’s limits on payroll, or salary cap, which expires in the final year of the deal. Commissioner
Roger Goodell said on the NFL Network on Jan. 31 that an uncapped year was “virtually certain.”
The cap this season was about $128 million for each of the league’s 32 teams.
Andrew Brandt, who negotiated contracts for the Green Bay Packers from 1999 to 2008, said without limits some teams may spend unchecked, while others may slash payroll.
“We face an uncertain future,” Brandt, who lectures at the University of Pennsylvania’s
Wharton School and is president of the Web site
nationalfootballpost.com, said in an interview. “We face an NFL that may look very different than it has.”
League Parity
The cap, instituted in 1994, helped build a league where any team can win any given game, says Chad Lewis, who rates about $2 billion in NFL debt for Fitch Ratings. A permanent loss of the cap could lead to the wealthiest teams dominating competition, and a loss of support with fans, sponsors and television partners.
“In one year, things aren’t going to dramatically change,” Lewis said in an interview. “Our concern would be a long-term change allowing teams to spend freely.
The league says there are barriers to a team running up payroll or buying up All-Pro players. The top eight teams in the standings, for example, face restrictions on the number of free agents they can sign and how much they can pay those players, according to
a league fact-sheet. The top four teams can’t sign free agents unless some of their players are lured away by other teams. Players would need at least six years in the league before becoming unrestricted free agents, up from four.
Player Restrictions
Clubs may also prevent two players instead of one from becoming free agents by paying them at least the average salary of the top 10 players in the league at their positions.
Noto, a former partner at
Goldman Sachs Group Inc., said that the league seeks a contract that allows owners more money for revenue-building investments. Since 2005, incremental revenue has come from areas including broadcast rights fees, advertising, sponsorship and the league-owned NFL Network.
Financial information from the Packers, the league’s only publicly traded team, shows operating profit declined about 40 percent, to $20 million from about $34 million, between 2006 and 2008. Noto said that supports the clubs’ argument.
“It could result in the typical doom loop I’ve seen in other industries,” Noto said. “Management cuts investment to improve cash flow, which ends up negatively impacting revenue, which then requires additional cuts in expenses, which further impairs the long-term health of the economic foundation -- eventually, in our case, the game.”
Brandt, 49, who consulted with the Philadelphia Eagles in the 2009 season, said competitive balance probably won’t be upset.
“It’s a natural fear that people have, but my sense is it won’t happen,” he said. “Free agents don’t come in and make the impact they do in other sports. Football’s all about systems.”
To contact the reporter on this story:
Aaron Kuriloff in Fort Lauderdale, Florida, at
akuriloff@bloomberg.net.
Last Updated: February 4, 2010 12:06 EST