But unless they’ve got an oligarch or state fund to pump money, it’s hard for clubs to keep up with the relentless rise of Premier League players’ wages and transfer fees.
That money needs to come from somewhere, though, and broadcast revenue and ticket sales no longer cover the costs of players who, in the past, would have been more easily within reach.
The other big avenue for clubs to make money is through sponsorships. Aside from the familiar front-of-shirt sponsor, it is now commonplace for clubs to have dozens of sponsors in all sorts of categories — from tyres and antiperspirants to pillows and mattresses.
New names and companies from different sectors are popping up all over the place. Some are well-known brands and it’s obvious what they do and why they are there but others are more controversial or have very close connections to the club they sponsor.
And all but one of the Premier League’s clubs — we’ll get to that outlier — are dabbling in a new wave of sponsors linked to offshore gambling, cryptocurrency or forex (foreign exchange) trading.
When it comes to gambling, the net seems to be tightening around the sector, with an upcoming government review likely to ban gambling companies from appearing on the front of football shirts.
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