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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.”


Notes to Editors

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

Season of promotion

Championship Winners

Championship Runners-Up

Play-Off Winners


West Bromwich Albion – 20th

Stoke City – 12th

Hull City – 17th



Wanderers – 15th

Birmingham City – 9th

Burnley – 18th


Newcastle United – 12th

West Bromwich Albion – 11th

Blackpool – 19th


Queens Park Rangers – 17th

Norwich City – 12th

Swansea City – 11th


Reading – 19th

Southampton – 14th

West Ham United – 10th


Cardiff City – 20th

Hull City – 16th


Crystal Palace –


Leicester City –

Burnley – 19th

Queens Park Rangers
– 20th


Bournemouth – 16th

Watford – 13th

Norwich City – 19th


Burnley – 16th


Middlesbrough – 19th

Hull City – 18th


Newcastle – 10th

Brighton – 15th


Huddersfield –



Wanderers – 7th

Cardiff City – 18th

Fulham – 19th


Norwich City – 20th

Sheffield United– 9th

Aston Villa – 17th


Leeds United – 9th

West Bromwich Albion – 19th

Fulham – 18th


Norwich City – 20th

Watford – 19th

Brentford – 13th




Nottingham Forest

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

About the Sports Business Group at Deloitte
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