Premier League clubs are increasingly relying on external agencies to maximize commercial revenue as new financial regulations threaten to squeeze budgets. Around half the clubs in England's top flight now work with retained commercial firms, up from approximately 10 percent in 2023, industry sources told ESPN.
The shift comes as the league prepares to implement Squad Cost Ratio regulations next season, replacing Profit and Sustainability Rules. The timing coincides with a ban on front-of-shirt betting sponsorships that will force 11 of 20 clubs to find new leading sponsors for 2026-27.
Under SCR, teams must restrict spending on squad costs—primarily transfer fees and wages—to 85% of revenue. The model mirrors UEFA's Financial Fair Play framework, though European competitions cap spending at 70%. PSR focused on profit or loss over a rolling three-year period with a maximum $105 million loss permitted.
West Ham United vice chairman Karren Brady claimed the betting ban "will mean a reduction of around 20% of their total commercial revenues" during a House of Lords debate in November 2024.
American ownership has accelerated the trend. Exactly half of England's top 44 clubs—the Premier League and Championship—are majority owned by U.S. investors, bringing Stateside commercial strategies to English football.
The U.S. market remains relatively untapped for Premier League commercial growth. Industry data estimates American brands account for 61% of global sponsorship spend in sports, yet only one in six European football sponsorships involve U.S. brands.
Playfly Sports has emerged as a leading player. The sports marketing company has been engaged by the Premier League itself to grow and monetize its U.S. following.
Dan Lipman, Playfly's co-managing director for Europe, told ESPN: "American owners involved in the Premier League are also owners of other clubs in other sports. 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."
Commercial deals at most Premier League clubs were historically driven by personal relationships. Similar to player recruitment's evolution from traditional scouting to analytics, data now plays a central role in commercial strategy.
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."
Crystal Palace announced SunExpress as an official airline partner last August, the club's first since 1991. Playfly secured the deal, replicating a U.S. strategy of bringing airline brands to professional and college teams.
The U.S. model shows consistent growth. The NFL reported a 14% revenue increase last October. MLB revenues hit a record $12.1 billion in 2024, while NBA sponsorship rose 8% according to data firm SponsorUnited.
Tottenham appointed Alex Scotcher—previously at U.S.-based agency Elevate—as commercial director last month. Chelsea's president of commercial, Todd Kline, worked for the Miami Dolphins. Liverpool's Kate Theobald was employed by the New York Yankees.
Lipman said commercial revenue for the Big Six clubs exceeds broadcast revenue, representing 40-60% of total income. "The biggest brand checks are going to come from the U.S.," he said.
Playfly Sports executive chairman Mike Schreiber told ESPN fans should expect "more ads in more places" and premium experiences that reduce stadium capacity while increasing revenue through hospitality and enhanced seating.