As the ASTs financial analysis conducted by Nigel Phillips sets out, the clubs move to the Emirates was driven by the desire to increase matchday revenues from both increased capacity and more provision of premium priced and corporate seats in a club level environment.

To date this has strategy has been a success with general admission season tickets and club level being sold out every season.  Arsenal plan on earning between 90m to 100m each season from ticket revenues which at 45% of total club football income is well above the Premier League average of c30%. Club level, including the 150 executive boxes, is responsible for 35% of all matchday revenues.

AST understands from Highbury House that sales of both season ticket renewals and club level have been strong with almost all ticket availability taken up. At club level, all sales have been achieved from within the club level season ticket waiting list. This waiting list has experienced growth since the spring, as a result of the Club devoting resources to strengthening marketing and communications activities around ticket sales. The club level facilities have also been refitted for this season.

The churn in general admission season tickets is low at less than 5% with 33,000 of the 35,000 season ticket holders so far renewing. These sales mean that at least 65m of matchday revenue has already been secured for the coming season. The remaining 25m to 35m comes from the tickets that are sold on a match by match basis, cup ties played in excess of the season tickets 26 match allowance and the 3,000 seats allocated to away fans.

This money received in advance of the new season forms a major part of the cash balances reported on the club’s balance sheet at the end of each financial year being 31st May. Cash at end of May 2009 was 100m and of this it is clear that much is generated from advance ticket sales and is earmarked for football costs throughout the season such as wages payments. It should not be confused as being exclusively a transfer kitty.

These strong tickets sales, together with the news that Highbury Square project is now debt free, means that clubs financial position continues to strengthen. Lets hope the rest of the summer sees that translate into new player acquisition and squad investment.