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The reckless fantasy of austerity as a panacea is coming for European football | Aaron Timms

The same economic forces that led to stagnation today are already in practice at the world’s biggest clubsThe problem with running a modern top-flight football club is that raising revenue is hard to do. Once you’ve grabbed your slice of league-wide media rights, made a vaguely colonial-sounding pre-season tour of the “Far East,” stitched up some sponsorship deals with a gambling company or a country’s tourism agency, and shipped as many shirts as the global merch market can handle, you hit the ceiling of your earning capacity. At that point, as a club, what do you do?You can raise ticket prices, which risks alienating fans and the local community you’re supposed to represent. You can try your hand at a few miserable little crypto or AI plug-ins to build “engagement” among supporters or become a pioneer in the nascent field of fan “activations,” with limited potential returns. You can promise to build a new 100,000-seat stadium, but that takes time and money and doesn’t solve your i...


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