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%.
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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.
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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.
Sports
Court storm turns hectic as coach smacks fan’s phone; school apologizes for forcing ‘reactive situation’
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A court storm turned into an extra fiasco after a student appeared to put his phone near Nebraska head coach Fred Hoiberg‘s face.
Iowa Hawkeyes students and fans rushed the court after their 57-52 victory over the ninth-ranked Cornhuskers, and things took a turn when Hoiberg appeared to smack a phone out of the hand of a student, who appeared to be recording a video.
The student got into the handshake line between players and coaches and was whisked away by another Iowa staffer.
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Forward Cooper Koch of the Iowa Hawkeyes celebrates with fans after the match-up against the Nebraska Cornhuskers on Feb. 17, 2026, at Carver-Hawkeye Arena, in Iowa City, Iowa. ( Matthew Holst/Getty Images)
Iowa issued an apology, saying the fan “gained access to the court through a restricted area, directly confronting Coach Hoiberg and putting Nebraska players, coaches, and staff in a reactive situation.”
“We apologize for this incident and will conduct a review of our procedures and security measures to determine what adjustments may be needed to further strengthen our protocols and help prevent similar incidents in the future,” the school added.

Forward Alvaro Folgueiras of the Hawkeyes celebrates with fans after the Nebraska Cornhuskers game on Feb. 17, 2026, at Carver-Hawkeye Arena, in Iowa City. (Matthew Holst/Getty Images)
COLLEGE FOOTBALL PLAYER, 18, DEAD TWO DAYS AFTER COLLAPSING DURING WORKOUT
The Big Ten said it discussed the situation with both schools and would take no disciplinary action against Hoiberg. The conference said it appreciates Iowa’s efforts to address postgame security protocols.
Nebraska did not immediately respond to a request for comment.
Despite Iowa being unranked, the Hawkeyes actually were 1.5-point favorites in the contest.

Nebraska head coach Fred Hoiberg reacts to an official’s foul call during the Hawkeyes game, on Feb. 17, 2026, in Iowa City. (Keith Gillett/Icon Sportswire via Getty Images)
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The Big Ten does not issue fines for a court storm but could fine schools if proper actions are not taken to provide safety.
The Associated Press contributed to this report.
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Sports
Buster Olney’s 2026 top 10 at every MLB position: First basemen
Spring training camps are underway, which means it is time to look at the state of baseball. As part of our 2026 MLB season preview, ESPN’s Buster Olney surveyed those around the industry to help him rank the top 10 players at every position as part of his annual positional ranking series.
Today, we rank the best of the best relievers.
The objective of this exercise is to identify the best players for the 2026 season, not who might be best in five years or over their career. We will roll out a position per day over the next two weeks. Here’s the rest of the schedule: starting pitchers (Monday), relief pitchers (Tuesday), catchers (Wednesday), second basemen (Friday), third basemen (Feb. 23), shortstops (Feb. 24), corner outfielders (Feb. 25), center fielders (Feb. 26), designated hitters (Feb. 27).

Typically, there is a distinct learning curve for even the best college hitters as they adapt to the challenge of facing professional pitchers, sometimes requiring significant adjustments, swing concessions and years of repetitions. That’s why the rookie season of A’s first baseman Nick Kurtz was so shocking.
After being drafted fourth overall in 2024 and starting the ’25 season in the minor leagues, Kurtz wrecked major league pitching for 36 homers and an OPS+ of 173 in his first 117 games. He effectively spotted the rest of the league a month — making his debut on April 23 — and only Matt Olson accumulated more fWAR than Kurtz among first basemen in 2025.
David Forst, the A’s head of baseball operations, was asked the other day about the alterations that Kurtz made after being drafted to propel him to such a fast start in the big leagues.
“He hasn’t had the time [in pro ball] to make adjustments yet,” Forst said. “He’s done the exact same thing in the major leagues as he did in college.”
This is not an exaggeration. In Kurtz’s last season at Wake Forest in 2024, he posted a slash line of .306/.531/.763. His first season in the big leagues: .290/.383/.619.
Kurtz turns 23 next month. Given the damage he did last year, and the promise for more of the same to come, where should he land among the accomplished list of first basemen that includes future Hall of Famers in Freddie Freeman and Bryce Harper, star hitters such as Rafael Devers and Josh Naylor, and sluggers such as Pete Alonso and Olson?
Evaluators love what they see in Kurtz.
Top 10 first basemen
1. Vladimir Guerrero Jr., Toronto Blue Jays
Last October, Guerrero ascended from mere stardom to being in the conversation for the best and most dangerous hitter in the game with how he dominated postseason pitching. Vlad Jr. decided to focus less on mechanics and more on the pitcher and wow, did that approach work for him in the playoffs: He hit eight home runs in 18 games, going 29-for-73 (.397) with 14 walks and seven strikeouts. This season’s MVP race among Vladdy, Aaron Judge, Cal Raleigh, Kurtz, Bobby Witt Jr., Jose Ramirez and Julio Rodriguez could be a monster.
2. Matt Olson, Atlanta Braves
Olson’s consistent production is vaulting him into Hall of Fame territory. He needs just 12 more homers for 300 in his career and has at least 29 in seven of his 10 seasons. New Atlanta manager Walt Weiss is more inclined to rest players than Brian Snitker was, and Olson might be his most challenging conversation — he has played every game over the past three seasons. There is so much to playing first base that no statistic fully captures the skills required, but Olson led all first basemen in defensive runs saved by far (17), and he was second in outs above average (nine).
3. Nick Kurtz, Athletics
Kurtz’s greatest adjustment might need to be made against left-handed pitchers because he is going to see a ton of them this year when opposing managers are trying to figure out a way to mitigate his power. Last season, his OPS versus right-handed pitchers was 468 points higher than versus lefties — 1.153 to .685. But given his immediate impact and steady improvement over last season, he figures to get better over time against lefties. His impressive history also suggests he’ll turn around last year’s walk/strikeout numbers of 63/151 — through his college years and first season of pro ball, he had 201 walks and 120 strikeouts. Kurtz has a special set of skills.
4. Pete Alonso, Baltimore Orioles
All of the conversation about Alonso’s defense and baserunning — overstated criticism — have overshadowed his remarkable consistency with the Mets. “You just pencil him in for 35 homers and 110 RBIs, and you know he’ll give you 155 to 160 games,” one evaluator said. None of that is an overstatement — Alonso has hit at least 34 home runs in every year of his career other than the COVID-shortened season of 2020, and he’s driven in 463 runs over the last four years, or about 116 per season. And he’s missed a total of 24 games in his first seven seasons. Time will tell whether the Mets’ decision to not pay him was the right one, but undoubtedly, there will be a lot of moments in 2026 when they will miss him.
5. Freddie Freeman, Los Angeles Dodgers
If you polled opposing managers about who they would least like to see in the batter’s box with the game on the line, Freeman would probably be among the first hitters named, even at age 36. He continues to excel, with a .295/.367/.502 slash line last season, and at this point, there’s every reason to believe he’ll have a shot at being the next — and maybe last? — hitter to reach 3,000 hits. He’s got 569 to go, and given his understanding of opposing pitchers and his ability to hit to all fields, Freeman should continue to age well. He’s got two years left on his Dodgers contract, and with Shohei Ohtani entrenched as L.A.’s designated hitter indefinitely, questions might emerge next season about where Freeman will finish his career.
6. Bryce Harper, Philadelphia Phillies
David Dombrowski, the head of Philadelphia’s baseball operations, kicked off a lot of conversation about what kind of player Harper is with the way he answered a question about Harper’s production at the end of last season. Where does Harper actually stand? Well, his OPS+ last year was 129, meaning he was well above average, and in this era of dominant pitching, his on-base percentage of .357 ranked 26th among the 154 hitters who qualified for the batting title. Harper scored 72 runs in 132 games and accumulated 27 homers. He’ll play this season at age 33, with Dombrowski’s assessment providing the foundation for whatever narrative develops.
7. Josh Naylor, Seattle Mariners
Naylor thrived after his trade to Seattle, posting an .831 OPS and going 19-for-19 in stolen bases over the last 54 games of the regular season — and carrying that over into the postseason, when he hit .417/.481/.792 in the AL Championship Series. Early in free agency, the Mariners retained him on a five-year, $92.5 million deal.
8. Rafael Devers, San Francisco Giants
Members of San Francisco’s front office say they believe Devers will become a solid first baseman as he works with new infield instructor Ron Washington, and there has never been any doubt about whether he can hit. Even through his tumultuous 2025 season, Devers still finished with an OPS of 140, right in line with his career numbers, and he hit 35 homers. It will be interesting to see how he adjusts in his first full season in Oracle Park, where he had an uncharacteristic 59 strikeouts in 48 games and batted .234 — numbers that suggest he might have been trying to muscle up in a pitchers’ park.
9. Michael Busch, Chicago Cubs
With the confines of Wrigley Field more friendly to pitchers and right-handed hitters most days, Busch hit 21 of his 34 homers on the road. But he was still really good at home, with a .356 OBP and a .500 slugging percentage. With the Cubs’ best hitters mostly right-handed, the team will need the left-handed Busch to thrive and balance out the lineup, especially if Pete Crow-Armstrong has another season of streaks.
10. Vinnie Pasquantino, Kansas City Royals
After a string of injuries, Pasquantino stayed on the field in 2025 and finished with 66 extra-base hits, 113 RBIs and a career-high 120 OPS+. He played 126 of his 160 games at first base last season but could have more time at DH in ’26, as the Royals rely more on Carter Jensen behind home plate and Salvador Perez plays more games at first.
Honorable mentions
Jonathan Aranda, Tampa Bay Rays: Aranda would be in the top 10 if not for an injury that cost him August and almost all of September last year. He finished about 80 plate appearances short of qualifying for a batting title, but the only hitter with at least 400 plate appearances who had a higher average than Aranda’s .316 was Judge. Aranda had a wRC+ of 153, and among first basemen, only Kurtz was better.
Ben Rice, New York Yankees: Part of the reason Yankees general manager Brian Cashman talks about the improvement in his team’s roster over the last year is Rice’s development, which has the team believing he’s going to be an impact hitter in the seasons ahead. In his first full season, Rice generated a slugging percentage of .499, with an OBP of .337. His second-half slash line was .281/.352/.542, and lest you assume he’s just another left-hander hitter exploiting the Yankee Stadium dimensions, his home/road splits were pretty even (.250/.336/.518 at home, .259/.338/.481 on the road).
Willson Contreras, Boston Red Sox: A tough hitter who has adapted well in his position shift to first base. His strikeouts spiked last year to a career-high 142, and his walk rate of 7.8 in ’25 was a career low.
Jorge Polanco, New York Mets: In the end, manager Carlos Mendoza could deploy Brett Baty — or Mark Vientos — at first, and Polanco could get a lot of run at DH. No matter where he plays, he should help the Mets’ offense, coming off a season in which he had an .821 OPS.
Spencer Torkelson, Detroit Tigers: Torkelson made a lot of offseason changes that paid off in the first half of last season, when he hit 21 of his 31 homers and had an OPS of .826.
Andrew Vaughn, Milwaukee Brewers: Vaughn had a .308/.375/.493 slash line in 64 games for Milwaukee, and his walk-strikeout ratio shifted dramatically — from seven walks and 43 strikeouts in his last 48 games with Chicago to 24 walks and 37 strikeouts with the Brewers.
Christian Walker, Houston Astros: His offensive struggles were real (a 99 wRC+), but he continued to play well defensively and he hit 27 homers.
Sports
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