Sports
How Premier League clubs look to U.S. to raise transfers funds
Does your Premier League club need outside financial help? The chances are, they’re already getting it, and you didn’t even know.
From next season, the league will switch from Profit and Sustainability Rules (PSR) to Squad Cost Ratio (SCR) regulations, marking the latest shift in English soccer’s financial landscape. Driving off-field revenue to help impact on-field performance has therefore never been more important.
While PSR focused on a team’s profit or loss on all revenue over a rolling three-year period, with a maximum £105 million loss allowed, SCR demands that teams restrict their spending on squad costs — chiefly, transfer fees and wages — to 85% of their revenue. This is the same model that UEFA’s Financial Fair Play employs, although it caps spending for teams in European competitions like the Champions League at 70%.
– Why is the Champions League so easy for Premier League teams now?
– Is it happening again? Arsenal’s stumble in title race follows familiar pattern
– Barça transfer questions: Let Lewy, Rashford go? Sign a striker or defender?
SCR is one part of a perfect storm.
From next season, the Premier League will ban front-of-shirt advertising from betting companies. That means 11 of the 20 clubs must find new leading sponsors for 2026-27 when the ban comes into effect. West Ham United vice chairman Karren Brady claimed in a House of Lords debate in November 2024 that the decision to ban front-of-shirt gambling advertising “will mean a reduction of around 20% of their total commercial revenues.”
So where can clubs turn? One answer is found in the use of external agencies to find fresh commercial growth opportunities. It is a commonplace practice in U.S. sports, but it’s been rare in England until recently.
‘The first question is where do I fill that gap in revenue?’
Exactly half of England’s top 44 clubs — the Premier League and the second-tier Championship — are majority owned by American investors. And that proliferation of U.S. ownership has led to teams looking Stateside for fresh ideas in finding creative sponsorship deals.
The U.S. market is still relatively untapped in terms of commercial growth for the Premier League. Industry data estimates that American brands now account for 61% of global sponsorship spend in sports, yet only one in six European soccer sponsorships involve U.S. brands.
Playfly Sports sits at the vanguard of this change. The sports marketing, media and tech company markets itself as the “leading revenue maximizer of the sports industry.” The Premier League itself has now engaged Playfly to grow and monetize its following in the U.S. Industry sources have told ESPN that around half the clubs in England’s top flight now work with retained commercial agencies in some capacity. In 2023, that number was around 10%.
Dan Lipman, Playfly’s co-managing director, Europe, told ESPN: “American owners involved in the Premier League are also owners of other clubs in other sports. Playfly works across every team in the NBA, MLB, NHL, and those American owners have seen the sophistication with which we have approached those commercial revenues: the approach to date, the abundance of brands and connectivity we provide.
“It is not an unrelated trend that as these owners invest in European football, they are turning to agencies. Many American sports executives come over to a U.K. sports game and comment on how few brands there are advertised and how limited the activation is. In the U.S., it is totally different. With SCR coming in and betting come off the shirts, the first question for people is where do I fill that gap in revenue?”
Until recently, commercial deals at most Premier League clubs were driven by personal relationships, like chief commercial officers using their network of contacts to deliver sponsorship agreements. Comparable to the modernization of player recruitment, which has shifted away from old-school scouting to the use of analytics, data can now play a key role in commercial strategy, and clubs are increasingly willing to turn to outside help with this work.
Football finance expert Kieran Maguire told ESPN: “Some Premier League clubs with large budgets have got into the habit of using external agencies to effectively outsource their desire to diversify income streams.
“For example, Tottenham Hotspur have more non-football events with a full capacity stadium than football events, so how can they tailor these to revenue maximization? Advice on pricing, catering and merchandise sold by third parties — the club wouldn’t necessarily have the experience there because it is still a relatively new addition to their arsenal of tools to maximize revenue.”
‘The biggest brand checks are going to come from the U.S.’
Last August, Crystal Palace announced SunExpress as an official airline partner, the club’s first since 1991. The deal was secured by Playfly, replicating a strategy used in the U.S. of bringing airline brands to professional and college teams. In college football, Southwest Airlines provides extra flights for game days as part of its partnership with the SEC, while Alaska Airlines is the official airline of the Big Ten‘s four West Coast teams.
The U.S. model is appealing because, simply, the numbers keep going up. Last October, the NFL reported a revenue increase of 14% for the last fiscal year. MLB revenues hit a record $12.1 billion in 2024, while NBA sponsorship was up 8% according to data firm SponsorUnited.
“A U.S. owner comes in, they hire a U.S. chief commercial officer who has done it for them in the U.S., who hires a U.S. agency to help them see up media sponsorship, TV-facing signage, and there’s trust,” Lipman said. “That’s how it is evolving.”
Tottenham became the latest club to fit this trend when they appointed Alex Scotcher — previously at U.S.-based sports agency firm Elevate — as their new commercial director last month. Chelsea‘s president of commercial, Todd Kline, was briefly in a similar role at Spurs, having also worked for the Miami Dolphins; Liverpool‘s Kate Theobald was previously employed by the New York Yankees.
0:51
Pep Guardiola: Man City are 7th in the Premier League net spend table
Manchester City manager Pep Guardiola has hit back at claims that his side only win trophies due to the amount of money they spend in the transfer market.
The new SCR rules are a major issue. Maguire said: “The rule change means clubs are allowed to spend 85% of revenues on player costs, and so they are under extra pressure to generate that extra revenue because 85% can go on player costs.”
Lipman said: “The commercial revenue for the Big Six clubs is bigger than their broadcast revenue. It is about 40-60% of their total revenue.
“There isn’t a team that isn’t looking at outside sponsorship support because this is the biggest influence they can have. The biggest brand checks are going to come from the U.S., and ultimately that is a relationship-based thing.
“SCR is certainly more linked to commercial revenue because it prioritizes recurring income; PSR is about individual years’ profit and loss. When you look at the revenues, what’s repeatable and predictable? That’s commercial revenue — multiyear and long-term partnership deals.
“When we’re working on a project with a team that could drive them tens of millions of gross top-line revenue annually, that is a significant impact on their budget for player wages, and it will ultimately impact their ability to recruit.”
‘More ads in more places’
The Premier League’s greater profile and global exposure puts its clubs ahead of rival European leagues in accessing the U.S. market. Within England itself, a commercial arms race is developing.
Arsenal are pursuing their own path, currently in the third year of what they describe as a new commercial strategy which includes an attempt to double revenue from second-tier sponsors. Last year’s financial results highlighted the renewal and extension of their Emirates partnership and also the renaming of their training base as the Sobha Realty Training Centre, but their American ownership under billionaire Stan Kroenke will no doubt consider further Stateside options as they arise.
Industry experts expect those U.S. and agency-leaning commercial appointments at Chelsea, Tottenham and Liverpool will put those clubs on alert in that space.
So how might fans see this manifest in the future? Playfly Sports executive chairman Mike Schreiber told ESPN: “More places for advertising — availability of inventory, whether it is within the broadcast or inside the stadiums. More ads in more places. That’s something that exists in the U.S. and is changing here. And premium experiences for fans.
“This has proliferated through the U.S. and starting to pick up in the U.K. You can reduce the number of seats in the stadium and make more money. It sounds counterintuitive but creating bigger and better seats, food directly to your seat, or a hospitality area, all those elements are areas of change where commercial agencies can proliferate.”
Watch this (ad) space.
INDIANAPOLIS — Michigan star forward Yaxel Lendeborg said he “absolutely” plans to play in the national title game against UConn on Monday night.
Lendeborg sprained his left MCL and left ankle in the first half against Arizona on Saturday night, and an MRI on the knee Sunday morning came back “very clear,” according to Michigan trainer Chris Williams.
Williams told ESPN on Sunday that Lendeborg’s injury is a “low-grade” MCL sprain in his knee, which also has a “small bone bruise.” The ankle sprain is also considered “low grade” and has minimal swelling.
“He’s still tender and walking around a little bit gingerly, but good,” Williams said.
On Sunday night, when availability reports for both teams were released, Lendeborg was not listed by the Wolverines.
Lendeborg played just 14 minutes on Saturday against Arizona, spending much of the first half getting treated in the locker room. Coach Dusty May said Sunday that the decision to play will be up to Lendeborg and the Michigan medical staff, which has indicated confidence that he will be available.
“I’m sure he’ll give it a go tomorrow,” May said.
Lendeborg’s knee loomed as a bigger concern than his injured ankle, and he clarified that’s what the MRI revealed. He returned to the court and played nine minutes in the second half, wearing a compression sleeve over the injured knee, but he appeared clearly limited.
“He played the second half like a 38-year-old at the YMCA,” May said. “And a really good 38-year-old at the YMCA.”
Williams told ESPN that he stayed in Lendeborg’s room until 4:30 a.m. after the Arizona game, giving him treatment on the knee. Williams said that his aim for Lendeborg’s agility for Monday is a much younger version than May’s description. “Hopefully 18,” Williams said.
Despite being hobbled, Lendeborg drained a pair of second-half 3-pointers, as he finished with 11 points on four shots.
Williams said he’s “very optimistic” about Lendeborg’s availability. Williams laid out the next 30 hours or so until tipoff: “It should be a lot of treatment still. I’m going to be in his room a lot. He’s going to be in my room a lot. So, we’ll be doing treatment around the clock and just trying to manage his pain the best we can.”
He said that the treatment will be on the knee and ankle, and he plans to use a Hivamat machine and a Class 4 laser.
Williams told ESPN on Saturday night that he’ll be spending a lot of time with Lndeborg.
“He might move into my room,” Williams said Saturday. “You’re laughing, but he might move into my room. We have two beds in there, so we might have to find another room for my wife and my son.”
College baseball brought the heat the past week and a slew of home runs to go along with it. But while there was some fiery play on the diamond, this week’s top 25 rankings don’t look a whole lot different.
UCLA faced probably its toughest test yet in USC this past weekend, but the Bruins proved why they have been the No. 1 team in the country all season long and swept their crosstown rival in Jackie Robinson Stadium.
Alabama made another big jump this week, going from No. 16 to No. 8 to be ranked in the top 10 for the first time this season after winning its series against Oklahoma, but the week’s biggest riser was UCF as the Knights jumped up 11 spots to No. 12.
LSU is back in the rankings at No. 24 after taking two on the road against Tennessee. After beating Florida twice, Ole Miss has rejoined the top 25 and the Gators have exited. Also gone from the rankings this week is Kentucky after it lost its series to Missouri.
Here are the entire top 25 rankings as of April 4, plus our favorite moments and what we’re watching in the week to come.
Top moments
A big-time rally! Kansas hit four home runs in the bottom of the ninth to walk off and beat Utah 14-12. The Jayhawks would go on to sweep the Utes, as well.
ICYMI, @SportsCenter will get you caught up 😏
4 HR in the bottom of the 9th on Thursday to walk it off‼️#RockChalk pic.twitter.com/pvp7y7lOCe
— Kansas Baseball (@KUBaseball) April 4, 2026
And this play from Texas’ Casey Borba is incredible.
Casey Borba can do it all! 😮💨#NCAABaseball x 🎥 SECN+ / @TexasBaseball pic.twitter.com/HFpqzeZkvw
— NCAA Baseball (@NCAABaseball) April 4, 2026
Player to watch
Cade Arrambide, C, LSU
We’re all-in on Arrambide. Against Tennessee in Knoxville, he hit four home runs in the series finale to help seal the series win for LSU.
0:55
Watch LSU’s Cade Arrambide make SEC history with four homers
Arrambide becomes the first player in program history to hit four home runs in a game for the Tigers as he also finishes with seven RBI against the Vols.
And let’s just watch that grand slam one more time for good measure, because even though that surely would have been electric in Alex Box Stadium, there has to be something even sweeter about doing that on the road in the SEC.
0:54
Cade Arrambide’s 12th inning grand slam caps off 4-HR day
LSU’s Cade Arrambide clubs a grand slam in the 12th inning for his fourth homer of the game in the Tigers’ win against Tennessee.
LSU has had its fair share of struggles throughout this season, going from the No. 2-ranked team in the country to falling out of the rankings completely last week. But with Arrambide getting hot — he has eight total home runs on the season to go along with 23 RBIs — the defending national champions are certainly bound to keep turning things around.
Series to watch
No. 2 Texas at No. 18 Texas A&M
Game 1: 8 p.m. Friday (SEC Network+)
Game 2: 3 p.m. Saturday (ESPN2)
Game 3: 2 p.m. Sunday (SEC Network+)
Jim Schlossnagle makes his first return to College Station, and we’re sure Aggies fans will have it out for their former coach. After leading Texas A&M to the Men’s College World Series in 2024, he left to become to the Texas head coach, as if an already-charged rivalry needed any more juice. But Schlossnagle has his Longhorns ranked at No. 2 in the country, and the Aggies have seemingly found their footing this year and are ranked at No. 18. Who’s to say what will actually happen between these two squads, but we’ll be watching every minute of it.
Updated top 25
Here are D1baseball.com’s latest rankings, plus information on each team’s next game.
All times Eastern.
1. UCLA Bruins
Previous rank: 1
Record: 29-2
Next game: at Cal State Fullerton, 9 p.m. Tuesday (ESPN+)
2. Texas Longhorns
Previous rank: 2
Record: 26-5
Next game: vs. Incarnate Word, 7:30 p.m. Tuesday (SEC Network+)
3. Georgia Tech Yellow Jackets
Previous rank: 3
Record: 26-5
Next game: vs. Kennesaw State, 6 p.m. Tuesday (ACC Network Extra)
4. Georgia Bulldogs
Previous rank: 5
Record: 27-6
Next game: vs. Presbyterian, 3 p.m. Tuesday (SEC Network+)
5. Florida State Seminoles
Previous rank: 7
Record: 24-7
Next game: vs. Florida, 7 p.m. Tuesday (ESPN2)
6. North Carolina Tar Heels
Previous rank: 6
Record: 27-5
Next game: vs. Charlotte, 7 p.m. Tuesday (ACC Network)
7. Oregon State Beavers
Previous rank: 9
Record: 24-6
Next game: at Washington State, 7:05 p.m. Monday
8. Alabama Crimson Tide
Previous rank: 16
Record: 25-8
Next game: vs. Samford, 7 p.m. Tuesday (SEC Network+)
9. Mississippi State Bulldogs
Previous rank: 4
Record: 25-7
Next game: vs. UAB, 7 p.m. Tuesday (SEC Network+)
10. Southern Miss Golden Eagles
Previous rank: 8
Record: 23-9
Next game: vs. New Orleans, 7 p.m. Tuesday (ESPN+)
11. Coastal Carolina Chanticleers
Previous rank: 14
Record: 23-8
Next game: vs. Wake Forest, 6:30 p.m. Tuesday
12. UCF Knights
Previous rank: 23
Record: 20-9
Next game: vs. Stetson, 6 p.m. Tuesday
13. Virginia Cavaliers
Previous rank: 10
Record: 24-9
Next game: vs. James Madison, 6 p.m. Tuesday (ACC Network Extra)
14. USC Trojans
Previous rank: 12
Record: 27-6
Next game: at UC Santa Barbara, 7:30 p.m. Tuesday (ESPN+)
15. Auburn Tigers
Previous rank: 18
Record: 22-9
Next game: vs. Jacksonville State, 7 p.m. Tuesday (SEC Network)
16. Oklahoma Sooners
Previous rank: 11
Record: 21-10
Next game: at Dallas Baptist, 7:30 p.m. Monday (ESPN+)
17. West Virginia Mountaineers
Previous rank: 13
Record: 21-7
Next game: vs. Marshall, 6:30 p.m. Tuesday (ESPN+)
18. Texas A&M Aggies
Previous rank: 20
Record: 25-6
Next game: at Texas State, 7 p.m. Tuesday (ESPN+)
19. Nebraska Cornhuskers
Previous rank: 19
Record: 26-6
Next game: vs. Kansas, 7 p.m. Tuesday
20. Arizona State Sun Devils
Previous rank: 25
Record: 23-9
Next game: at Grand Canyon, 8:05 p.m. Tuesday
21. Oregon Ducks
Previous rank: 15
Record: 24-8
Next game: at Portland, 8 p.m. Wednesday (ESPN+)
22. Arkansas Razorbacks
Previous rank: 17
Record: 20-13
Next game: vs. Little Rock, 7 p.m. Tuesday (SEC Network+)
23. Boston College Eagles
Previous rank: 22
Record: 22-11
Next game: vs. UMass, 3 p.m. Tuesday (ACC Network Extra)
24. LSU Tigers
Previous rank: NR
Record: 22-11
Next game: vs. Bethune-Cookman, 7:30 p.m. Tuesday (SEC Network+)
25. Ole Miss Rebels
Previous rank: NR
Record: 22-11
Next game: vs. Alcorn State, 7:30 p.m. Tuesday (SEC Network+)
Multan Sultans have won the toss and elected to bowl first against Rawalpindiz in the 14th match of the Pakistan Super League (PSL) 11 at the Gaddafi Stadium in Lahore on Monday.
This will be the first time both Sultans and Pindiz face each other in the PSL.
Playing XIs
Multan Sultans: Steven Smith, Sahibzada Farhan, Josh Philippe (wk), Shan Masood, Ashton Turner (c), Arafat Minhas, Mohammad Nawaz, Peter Siddle, Mohammad Wasim Jr, Muhammad Ismail and Faisal Akram.
RawalPindiz: Mohammad Rizwan (c & wk), Yasir Khan, Kamran Ghulam, Daryl Mitchell, Sam Billings, Abdullah Fazal, Dian Forrester, Rishad Hossain, Mohammad Amir, Mohammad Amir Khan and Asif Afridi.
This is a developing story and is being updated with further details.
‘Sprit of resistance will continue’: Iran officials condemn Israeli assassination of IRGC intel. chief
One of Our Favorite 360 Cams Is 35 Percent Off
Mindy Kaling on her new book publishing venture and amplifying women’s stories
-
Sports1 week agoUSMNT handed reality check by Doku, Belgium ahead of World Cup
-
Sports1 week ago2026 NCAA men’s hockey tournament: Schedule, results
-
Uncategorized4 days ago
[CinePlex360] Please moderate: “Trump signals p
-
Uncategorized1 week ago
[CinePlex360] Please moderate: “Further tariff
-
Entertainment3 days agoJoe Jonas shares candid glimpse into parenthood with Sophie Turner
-
Tech3 days agoOur Favorite iPad Is $50 Off
-
Politics7 days agoTrump considers asking Arab allies to help to pay for Iran war
-
Sports7 days agoFakhar Zaman denies ball-tampering charge in PSL match | The Express Tribune