Let's call it commercial revenue, so that includes retail.
Leeds earned roughly 24m from commercial revenue, they're a bigger club with a bigger stadium for sure but in the same time period we earned 6m. That's 400% more, or in other words 3 extra 5m players per season.
Derby a club we should be matching doubled ours. A 6m difference isn't chump change.
And that's from a really low base, English clubs for too long have readily relied upon matchday and TV. Take a club like Bayern, they earn more from commercial revenue than both matchday and TV put together - and that includes champions league.
Leeds are a very good example of where we should be aiming, and there is no reason why we cannot emulate what they have achieved.
We might not quite get to that level, but we can go a hell of a long way towards that target.
Their impressive, non football related, revenue streams are the result of a well thought out strategy, which was devised around 20 years ago, and it all started with the new stand built on the site of the old Lowfield's road Stand.
After the Stand came the change in strategy from the then Owners, the Caspian Group; the Marketing Director was tasked with setting up five distinct divisions for Commercial revenues - Retail, Corporate, Advertising, Sponsorship and Services.
The new stand created vast opportunities for synergies to exist between the distinct revenue streams; the creation of more Corporate facilities in the Stand attracted local business to the Club in their droves.
Leeds then set up a Services Division which comprised of numerous small businesses - a Travel Agency, a Financial Agency and an IT Training to name but three; they then sold the Services to their Corporate Clients.
The attraction of sending their workforce to Elland Road for training proved to be a big money spinner, not to mention the profits from the individual Service providers.
One of the big objections to our new Stand is the location of the Ground; well, our Ground is situated in a far better place than Elland Road is - at least it is safe to walk round West Bridgford in the daylight hours which is more than can be said for Beeston and Holbeck in Leeds.
The new Stand and the improvements to the corporate facilities to the BC Stand give the Club the potential to double and treble Commercial revenues, and that would only be a start.