Press releases

Brentford and Swansea compete for the biggest financial prize in football

27 May 2021

  • The winner of Saturday’s Championship play-off final between Brentford and Swansea City will secure the final place in the 2021/22 Premier League;
  • The promoted side stand to receive additional revenues of at least c.£170m spread across the next three seasons, according to analysis by Deloitte’s Sports Business Group; and
  • This figure could rise to in excess of c.£280m over five seasons if the club survives their first season in the Premier League.

On Saturday, Brentford and Swansea City will contest the most valuable fixture in world football. According to analysis from Deloitte’s Sports Business Group, the victor will earn a total revenue uplift of c.£170m over the next three seasons, rising to c.£280m if the club avoids relegation in their first season in the Premier League. This is comprised of projected increases to their own commercial and matchday revenues and secured central Premier League revenues primarily relating to broadcast rights (c.£95m), and parachute payments in 2022/23 and 2023/24 should they be relegated (c.£75m).

These projections assume that the COVID-19 restrictions, which have limited attendances in the 2019/20 and 2020/21 seasons, will ease, allowing the 2021/22 season to be played in front of full capacities. If the 2021/2022 season were to continue to see reduced capacities or even further games played behind closed doors, the potential increase would be lower, but is still estimated at a minimum of c.£155m.

Tim Bridge, a director in the Sports Business Group at Deloitte, commented: “Saturday’s winner-takes-all contest at Wembley will be another fantastic advert for the Championship, as Brentford and Swansea compete for a place in the Premier League – the most lucrative prize in world football.

“This fixture is always an exciting moment in the calendar, but it takes on increased importance this season as football begins to recover from the COVID-19 pandemic. The return of fans to stadia across the country over the last few weeks has offered football clubs an opportunity to reconnect with their supporters, and it will continue this weekend with at least 10,000 Bees and Swans supporters set to attend Wembley.

Bridge concluded: “Promotion to the Premier League remains the most valuable prize in world football. Promoted clubs continue to benefit from a major financial windfall, which enables them to make critical strategic investments, both on-pitch and off it. Whilst this undoubtedly facilitates immediate investment in the playing squad, it is important to remember that roughly 40% of promoted clubs are relegated in their first season, which highlights the importance of maintaining a longer-term commitment to financial responsibility.”


* This assumes that the next cycle of Premier League broadcast rights, due to commence at the start of the 2022/23 season, deliver at least the same value as the current rights cycle.

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
2010/11 Queens Park Rangers – 17th Norwich City – 12th Swansea City – 11th
2011/12 Reading – 19th Southampton – 14th West Ham United – 10th
2012/13 Cardiff City – 20th Hull City – 16th Crystal Palace – 11th
2013/14 Leicester City – 14th Burnley – 19th Queens Park Rangers – 20th
2014/15 Bournemouth – 16th Watford – 13th Norwich City – 19th
2015/16 Burnley – 16th Middlesbrough – 19th Hull City – 18th
2016/17 Newcastle – 10th Brighton – 15th Huddersfield – 16th
2017/18 Wolverhampton Wanderers – 7th Cardiff City – 18th Fulham – 19th
2018/19 Norwich City – 20th Sheffield United – 9th Aston Villa – 17th
2019/20 Leeds United – 9th West Bromwich Albion – 19th Fulham – 18th

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

About the Sports Business Group at Deloitte

Over the last 30 years Deloitte has developed a unique focus on the business of sport. Our specialist Sports Business Group offers a multi-disciplined expert service with dedicated people and skills capable of adding significant value to the business of sport. Whether it is benchmarking or strategic business reviews, operational turnarounds, revenue enhancement strategies or stadium/venue development plans, business planning, market and demand analysis, acquisitions, due diligence, expert witness, audits or tax planning; we have worked with more clubs, leagues, governing bodies, stadia developers, event organisers, commercial partners, financiers and investors than any other adviser.

For further information on our services you can access our website at

About Deloitte

In this press release references to “Deloitte” are references to one or more of Deloitte Touche Tohmatsu Limited (“DTTL”) a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see for a detailed description of the legal structure of DTTL and its member firms.

Deloitte LLP is a subsidiary of Deloitte NSE LLP, which is a member firm of DTTL, and is among the UK's leading professional services firms.

The information contained in this press release is correct at the time of going to press.

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