It is indeed contract value and nothing to do with the valuing of the club.
This usually includes all costs and fees from the inception of the project to the completion - and can include the financing.
In this context, as a piece of marketing (a website) it is usually an estimated cost at the start of the project, this can fluctuate wildly with the final figures rarely disclosed by the developer to maintain a strong negotiating position if it were to be sold on in the future.....