Big spending masks age of austerity for top soccer clubs

    Mario Balotelli, David Beckham and Christopher Samba were the stars of transfer deadline day.

    Story highlights

    • English clubs topped spend during the January transfer window
    • January is one of two periods of the year when European soccer clubs can buy players
    • English Premier League teams spent $190 million on players throughout the month
    • The figure is double the amount spent in the same period last year
    January can be a grueling month. Christmas is but a distant memory, with the only reminder of the festive period the credit card bills which keep tumbling through the letter box.
    It is often a time for cutting ones cloth as once profligate football clubs are finding out, though the likes of English Premier League club Queen Park Rangers have gone on a spending spree in a desperate bid to avoid relegation.
    English Premier League clubs splashed out a combined £120 million ($190 million) on new players during the January transfer window -- double the £60m spent during the same period in 2012 -- but those figures can be deceptive, with QPR, Liverpool and Newcastle United accounting for over half of the money spent in England's top flight.
    But, in truth, the increase in spending contradicts the mood of austerity which is blowing like tumbleweed through European soccer.
    "There were relatively few active spenders in the winter window, with over half of this January's total transfer spending coming from three clubs," said Dan Jones, partner in the sports business group at Deloitte, as he analyzed spending trends in the English Premier League.
    "Winter window activity tends to be driven by the on-pitch competition at the upper and lower ends of the Premier League table."
    The elephant in every club boardroom is the need to factor in European governing body UEFA's new financial rules that are designed to prevent big spending clubs spending beyond their means and posting unsustainable yearly losses.
    "Clubs are now in a reporting period that will count towards the first assessment of UEFA's financial fair play break-even requirement for international competition and Premier League clubs are also considering the implementation of additional cost control regulation at a domestic level," added Jones.
    "Their apparent relative restraint in this transfer window may reflect an increasing focus on clubs achieving more sustainable levels of expenditure relative to revenues."
    Like QPR, the motivation for Newcastle, currently 15th in the table, to bring in reinforcements was to ensure Premier League survival. And the arrival of the cavalry at both clubs is already starting to have an effect.
    France striker Loic Remy scored on his debut for QPR in a 1-1 draw with West Ham United, while Newcastle's new French midfielder Moussa Sissoko dominated the game during Tuesday's 2-0 win at relegation rivals Aston Villa, who preferred a strategy of financial prudence, which may yet backfire.
    Premier League survival is more important than ever this term, with a record-breaking television deal set to offer clubs and unprecedented bounty next season.