How investors profit from soccer even as Premier League club losses skyrocket

Fenway Sports Group sold a minority stake in Liverpool FC to a consortium including Jeff Bezos for more than $7 billion, with an option to become controlling owner. FSG bought the club in 2010 for £300 million ($405.9 million), rescuing it from administration before a turnaround that delivered multiple domestic and European trophies. The transaction underscores both football’s investment potential and its operating risks. Deloitte reported aggregate pre-tax losses of £948 million for the 20 English Premier League clubs in 2024/25, a deterioration of more than 600% from the previous season. Only eight clubs reported an operating profit, down from 13. Escalating player-transfer fees remain a major cost driver. Richard Haigh, global managing director at Brand Finance, told CNBC’s “Squawk Box Europe” that elite clubs can appreciate despite losses because their reputations are scarce and can support licensing opportunities. He also said the Premier League’s age, global reach and sponsorship power contribute to UK soft power and business values. Investors are seeking revenue beyond matchdays. Lewis Gaut, a partner and sports finance specialist at Goodwin, said American-style stadiums can generate income 24/7, 365 days a year. UBS reported that Tottenham Hotspur FC’s £1.2 billion stadium, built in 2019, helped commercial income increase from £117 million in 2018 to £215 million in 2022. In 2026, it hosted Gorillaz, Bad Bunny and BTS, became the first purpose-built NFL stadium outside the U.S., and hosted at least two games annually. Sports villages and multipurpose venues can extend revenue across events. Manchester United plans a 100,000-seat stadium as part of a regeneration project around the local wharfside, estimated to cost about £2 billion. UBS described such projects as reflecting a reassessment of clubs as scarce assets with diversified cash flows. Infrastructure returns may take years. Amber Pinto of sports investment agency Pinto Capital said buyers understand sports assets are loss-making and weigh costs against broader franchise value.