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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Minns Labor Government announces commitment to women’s football legacy.

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Credit: Northern NSW Football

The Minns Labor Government has announced an investment of $400,000 towards women’s football as a bonus of NSW hosting 11 games at the 2026 AFC Women’s Asian Cup.

The NSW Football Legacy Program includes five key initiatives designed to grow and support women’s football at every level, ensuring a lasting impact from NSW hosting matches during the tournament — including the Final at Stadium Australia on 21 March.

Here’s what the program offers:

  • Women in Leadership Program: Designed to boost confidence and leadership skills among women in football, helping them step into or grow in leadership roles while building a strong network of advocates for the game.
  • Body Image and Wellbeing Program: Aimed at female players aged 13 to 18 in the National Premier League, this initiative focuses on promoting healthy body image and overall wellbeing.
  • Flexible Football Initiative: Introduces more accessible and adaptable ways for women to get involved in grassroots football, removing traditional barriers to participation.
  • Coach and Referee Mentor Program: Helps develop a strong network of female coaches and referees by pairing them with experienced mentors, creating role models and encouraging more women to take on these important roles.
  • First Nations Football: Supports young First Nations footballers (aged 14–16) and coaches by providing opportunities to train and grow in high-performance environments.

Minister for Sport Steve Kamper stated that the Minns Labor Government aims to build on the success of recent women’s football events to create a lasting, inclusive legacy for women and girls in NSW through the NSW Football Legacy Program.

“Women’s sport has seen tremendous growth and success in recent years, including the unforgettable performances of the Matildas at the FIFA Women’s World Cup 2023,” Kamper said in a press release.

“The Minns Labor Government wants to ensure that the momentum from that tournament and NSW’s hosting of 11 games at the AFC Women’s Asian Cup Australia 2026™ leaves a lasting legacy for women’s football in NSW at all levels.

“The initiatives delivered through the NSW Football Legacy Program will ensure football is a safe, inclusive and supportive environment for women and girls to play the World Game.”

Football NSW CEO John Tsatsimas welcomed the NSW Government’s support, saying it will help make football more accessible, safe, and inclusive for women and girls as Football NSW works toward gender parity.

“Football NSW has experienced unprecedented growth in female football and we are delighted with the NSW Government’s continued commitment to our game,” Tsatsimas said in a press release

“The initiatives being supported, including the Empower Her body image and wellbeing program, will help to ensure that football is an accessible, safe and enjoyable sport for women and girls across the state.

“We look forward to seeing the impact of these new and expanded programs over the coming years as Football NSW continues towards the goal of gender parity in our game.”

The $400,000 investment and the initiatives within the NSW Football Legacy Program mark a significant step forward in strengthening women’s football across the state.

Elevating Aintree Football and grassroots sports

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Image credit: Football Victoria

Football Victoria has acknowledged Melton City Council for the official opening of the $15.3 million Aintree North Recreation Reserve — a pivotal investment in community sport and active recreation that will serve the area’s growing demand for football and broader sporting participation.

In April, City of Melton Mayor Cr Steve Abboushi and State Member for Kororoit Luba Grigorovitch MP officially unveiled the reserve, which is positioned to play a central role as a district-level facility in Melbourne’s west and will accommodate a range of local sports groups, including football clubs.

City of Melton Mayor Cr Steve Abboushi described the reserve as a transformative development for the local community.

“Spaces like these make it easier for people of all ages and abilities to take part in regular exercise, social connection and outdoor activity,” he said via press release.

“I’d like to thank the Victorian Government and Woodlea for their contributions to this fantastic project.”

The state-of-the-art reserve features premium soccer pitches, an inclusive play area, a youth-focused skate park, a jogging track with a fitness trail, an off-leash dog park, public restrooms, a network of shared pathways, and a contemporary community sports pavilion.

The project was supported by a $11.9 million investment from Melton City Council, alongside a $2 million contribution from the Victorian Government’s Growing Suburbs Fund and an additional $1.46 million from developer Woodlea.

Josephine La Pila, Football Victoria’s Club Development Program Manager, expressed support for the reserve’s opening and commended the commitment to enhancing community football facilities.

“This precinct is a fantastic example of local government, developers and state partners working together to support grassroots football,” she said via press release.

“The facilities at Aintree will open new doors for clubs, players and families – especially in such a fast-growing area. We’re excited to see the positive impact it will have on participation, development and community connection.”

Football Victoria is excited to maintain its partnership with the City of Melton and local clubs, working together to establish the new reserve as a flourishing centre for football and community sports.

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