The commercial numbers of the Premier League as season 2021/22 gets underway

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The 2021/22 English Premier League season began this past weekend, with capacity crowds returning to stadia for the first time since the beginning of the pandemic.

Following on from a previous season which included the majority of games being played behind closed doors, it was a welcome commercial boost for clubs across the league.

According to Richard Masters, the CEO of the Premier League, clubs have posted major losses over the past 18 months, but financially those difficulties have been managed well overall.

“Across the Premier League economy in the last 18 months, we’ve lost about UK£1.5 billion plus in revenue and that creates some significant challenges for clubs to manage and they have done that,” he said in an interview with Sky Sports.

“So, it hasn’t been easy but what I can say is with fans back, with some of the broadcast agreements we have put in place, we have got a more secure footing.

“Not just for the Premier League but for the whole of the professional game who as you know we filter a lot of our revenue down to, into the pyramid and into grassroots. So, it’s good news to everybody.”

Some of those financial woes were self-inflicted however, after the embarrassing European Super League proposal led to England’s ‘big six’ clubs (Manchester United, Liverpool, Manchester City, Chelsea, Tottenham Hotspur and Arsenal) incurring fines of US $30.4 million each for their role in the breakaway competition.

It is likely to be the end of such attempts after a new owners’ charter was introduced in May, preventing clubs from signing up to similar breakaway projects.

“I think the charter changes we agreed to in June are an end to this”, Masters told Sky Sports.

“I think it’s not an end to perhaps some of the issues that created it. It was a bad idea, poorly executed and it’s been consigned to the past I believe.

“We are in discussions with those clubs involved and we will put in place rule changes to make sure that these things won’t happen again. We had a lot of support from the government and in particular, from fans, everybody showed what they thought of the concept.”

What the Super League idea highlighted was the disparity between the leagues ‘big six’ and the other 14 clubs in the league.

A Sportico report outlined that the six big English clubs had a valuation of US$3.67 billion each on average last season, with the other 14 clubs in the league valued at US$3.7 billion combined.

According to multiple Sponsorpulse engagement reports, Liverpool was the most engaging club in the Premier League between late 2019 to mid 2021, with 45% of people in the UK engaging with the team at least once in the past 18 months. Manchester United were ranked 2nd with 42% engagement, ahead of Manchester City with 40% and Arsenal, Tottenham and Chelsea all on 39%.

Outside of the UK, the big six clubs continue to engage with a range of overseas markets, some more emphatically than others.

Liverpool’s top 3 overseas markets – by percentage of engagement are: Colombia (54%), South Africa (53%) and Indonesia (52%)

Manchester United’s top 3 overseas markets – by percentage of engagement are: Colombia (59%), Argentina (57%) and South Africa (57%)

Manchester City’s top 3 overseas markets – by percentage of engagement are: Colombia (58%), Argentina (57%) and Mexico (55%)

Arsenal’s top 3 overseas markets – by percentage of engagement are: Colombia (54%), South Africa (53%) and Indonesia (52%)

Tottenham’s top 3 overseas markets – by percentage of engagement are: Indonesia (50%), South Africa (47%) and China (46%)

Chelsea’s top 3 overseas markets – by percentage of engagement are: Colombia (56%), South Africa (54%) and Indonesia (53%)

The power of these six clubs continues to lift engagement in big markets such as China, India and Indonesia and make the Premier League what it is today.

These three markets all have more than a 50% engagement rate with the Premier League competition overall, which dwarfs Australia’s engagement rate which currently sits at 31%.

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Philip Panas is a sports journalist with Soccerscene. He reports widely on football policy and industry matters, drawing on his knowledge and passion of the game.

Scott Miller: From coaching to spearheading Gen AI sports technology at iReel

Liam Watson
Images provided by Scott Miller

Following a distinguished coaching career that included reaching the heights of the Premier League, Scott Miller is now embracing the next chapter of his professional journey.

No stranger to Australian football, Miller was Head Coach of the Newcastle Jets Men’s team and as an assistant coach for the Socceroos leading up to the 2014 World Cup. With extensive international experience from his time at Fulham FC, where he witnessed everything coaching had to offer, Miller decided in 2023 that a new direction was needed.

Now, as the Chief Commercial Officer at iReel, a Gen AI sports technology company, Miller combines his passion for coaching and sports technology to deliver valuable solutions to sporting organisations. iReel’s vision is to become the leading provider of Gen AI in sport, and Miller is at the forefront of this innovative journey.

In this interview with Soccerscene, Miller reflects on his 17 years in coaching, the lessons he’s learned from working overseas compared to Australia, how iReel presented itself as an opportunity, and why sports technology is essential in today’s sporting landscape.

You’ve had experience from the Premier League to the A-League. How has your journey been so far?

Scott Miller: My background originally stems from playing in the Victorian Premier League. I signed with former NSL team the Gippsland Falcons as a youth and came through their youth system, but I didn’t make a senior appearance due to a serious leg injury. This injury gave me clarity about the longevity of a career in sport as an athlete, which led me to pursue a degree in exercise science at ACU in Melbourne.

During that time, my interest in physical performance and its alignment with football grew. I took the initiative to make as many contacts overseas as possible, which was quite a challenge pre-LinkedIn, relying on handwritten letters. I was fortunate to have family in London, which allowed me to explore opportunities there. I landed a role at Fulham FC, starting in their academy system and eventually working with the first team. Within six months, I was offered a full-time contract with the Premier League team, marking the beginning of an exciting 10-year journey.

My time at Fulham was filled with learning opportunities, including earning my UEFA A license and a degree in sports psychology. I worked with top-level managers like Chris Coleman, Roy Hodgson, Mark Hughes, Martin Jol, René Meulensteen, and Felix Magath. These experiences helped shape my career, leading to a role as an assistant coach, where we achieved multiple top-10 finishes and reached the 2010 Europa League final against Atletico Madrid—a highlight of my time at Fulham.

Were you always looking to get into coaching, or did your injury force your hand?

Scott Miller: Coaching wasn’t my initial plan, but it became a natural evolution for me. Roy Hodgson, in particular, inspired me with his methodology and the impact he had on players. With my background in high performance, football knowledge, and a passion for psychology, I naturally transitioned into coaching. By the age of 27, I was delivering sessions to Premier League players, covering various aspects of training outside of tactics.

My journey into coaching continued when Ange Postecoglou invited me to join him as an assistant with the Socceroos, which was a fantastic experience. Later, he recommended me for the head coaching role at Newcastle Jets at just 33 years old. My time working with some of the best players and coaches in the Premier League was invaluable in shaping my approach to coaching.

What insights can you share from your experiences in the UK?

Scott Miller: Football culture in the UK is deeply ingrained—it’s more than just a sport; it’s a way of life. The Premier League is a global phenomenon, vastly larger in scale than the A-League, with financial and commercial resources that drive innovation and performance.

Another key difference is the highly competitive environment. The standards are ruthless, and if you’re not up to par, you’re quickly replaced. This applies to everyone, from coaches to players and support staff. I experienced this firsthand, often finding myself as the cultural link between outgoing and incoming managers due to my role as a central figure in the club’s operations.

The financial resources available in the Premier League also allow for greater opportunities for coaches to build sustainable careers. The remuneration packages are significantly different compared to the A-League, providing a stable foundation for those working in football.

You are now the Chief Commercial Officer at iReel. How did that transition come about?

Scott Miller: Coaching has been a significant part of my life since I was 24, but after nearly two decades, I felt the need for a new challenge. I wanted to innovate, develop new skills, and contribute to a space that is pioneering and future-focused. The opportunity to join iReel came at the perfect time.

James Doyle, the founder of iReel, reached out to me, and knowing him for some time, I was excited to join the venture. iReel is at the forefront of Gen AI in sports, and the chance to build technology that can transform the sporting industry was too good to pass up. It’s a different kind of challenge but one that’s equally rewarding.

Why would you recommend a career in sports technology for post-playing careers?

Scott Miller: Sports technology offers a unique opportunity for players looking to transition after their playing careers. The skills developed in sports, such as communication, leadership, and performance, are highly transferable to the tech space.

The sports tech industry allows you to stay involved in the sport while also building its future. Unlike coaching or analysis roles that are often dependent on performance results, a career in sports tech lets you create something from the ground up. It’s a powerful and fulfilling path that I highly recommend to anyone looking to stay connected to sports in a meaningful way.

For full information on iReel and to contact the team, you can do so here.

Wellington Phoenix and Gazley Motors continue partnership

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Image credit: Wellington Phoenix Instagram

Wellington Phoenix has confirmed that Gazley Motors will extend its partnership with the club for a fourth season.

Gazley is Wellington’s largest car dealership and has been servicing the local community for over 20 years.

The family-owned business has not only supported the Phoenix on the pitch but off it as well, supplying its players with premium vehicles from brands such as Mercedes-Benz, Volkswagen and Alfa Romeo.

David Dome, general manager at Wellington Phoenix, said about the extended partnership:

“Myles and his team at Gazley are passionate about supporting Wellington businesses, and they’ve been a great partner of ours for the past three seasons,” he said in a media release on the club’s website.

“Gazley are agents for some of the world’s leading vehicle brands and I know our players love driving their cars.

“We’ve already achieved a lot together and we look forward to building on our partnership in the upcoming season.”

Myles Gazley, managing director at Gazley Motors, expressed his excitement to continue with the club for a fourth season:

“In a challenging time for Wellington, the Phoenix have lit up the community and we’re extremely proud to extend our partnership for another season,” he said in a media release on the club’s website.

“Being the driving force behind this remarkable team has been a rewarding journey and we’re excited to continue supporting a club that truly embodies the passion and spirit of Wellington.”

Gazley’s logo will again appear on the right sleeve of the men’s playing kit and has already been featured in their Australia Cup tie against South Melbourne.

Wellington Phoenix already has a long list of partners based in New Zealand such as Entelar Group, Comrad and the New Zealand Campus of Innovation and Sport (NZCIS).

With the extension of Gazley Motors, the club are showing their full support for local businesses in the area and we may see more New Zealand-based partnerships along the way.

Football in New Zealand is reaching an exciting time as it continues to grow in both the men’s and women’s games.

We’ve seen the likes of Ben Old and Macey Fraser all making the move abroad and with the introduction of Auckland FC, New Zealand football fans should get excited about what lies ahead.

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