Coventry City and Luton Town compete for biggest financial prize in world football

• The winner of Saturday’s Championship Play-Off Final between Coventry City and Luton Town will secure the final place in the 2023/24 Premier League;
• The promoted side stands to receive additional future revenue of at least £170m across the next three seasons, according to analysis by Deloitte’s Sports Business Group;
• This figure could rise in excess of c.£290m if the club survives the first season in the Premier League.

On Saturday 27 May 2023, Coventry City and Luton Town will go head-to-head in the most valuable fixture in world football. According to analysis from Deloitte’s Sports Business Group, the victor will earn an increase in revenue of at least £170m across the next three seasons, rising to more than £290m if the club avoids relegation after the first season in the Premier League.

This analysis is comprised of projected increases to their own commercial and matchday revenues and secured central Premier League revenues primarily relating to broadcast rights (c.£90m) during the 2023/24 season, and parachute payments in 2024/25 and 2025/26 should they be immediately relegated (c.£80m).

Zal Udwadia, assistant director in Deloitte’s Sports Business Group at Deloitte, commented: “This weekend’s contest at Wembley offers the biggest financial prize in world football and will be a great advertisement for the Championship after another thrilling season.

“With both sides eyeing a return to the top flight for the first time in over two decades, the stakes are high. Both Coventry City and Luton Town were competing against each other in League Two just five seasons ago – a testament to the strength, opportunity and competition in the English Football League pyramid.

“Should the winner avoid immediate relegation from the Premier League, there could be a financial uplift in excess of £290m. However, in the last ten years, only a small majority of newly promoted clubs have survived their first season back in the Premier League, and the winner will be focused on maintaining their new position in the highest revenue-generating football league in the world. This weekend’s prize will play a crucial role in helping to recruit playing talent, as well as investing in infrastructure and fan experience to give the promoted side the greatest chance of remaining amongst the best teams in England.”
 

Ends

Notes to Editors

Finishing position for clubs in the first season following promotion to the Premier League

Note: Clubs in bold avoided relegation in their first season following promotion to the Premier League.

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