How Premier League clubs look to U.S. to raise transfers funds - ESPN

ESPN

by James Olley

February 19, 2026

AI-Generated Deep Dive Summary

The Premier League is undergoing a significant shift in financial regulations, with clubs now turning to innovative strategies to boost revenue amid tighter financial constraints. The introduction of Squad Cost Ratio (SCR) rules, which cap spending on squad costs at 85% of revenue, follows the previous Profit and Sustainability Rules (PSR). Additionally, the ban on betting company front-of-shirt advertising, set to take effect in 2026-27, is expected to reduce commercial revenues by around 20%. These changes have left clubs seeking new ways to generate income, with many looking towards the U.S. market for inspiration and partnerships. American ownership of Premier League clubs has surged, with half of England’s top-tier clubs now majority-owned by U.S. investors. This trend has led to a growing interest in replicating the sophisticated sponsorship strategies seen in American sports leagues like the NBA and MLB. Playfly Sports, a leading sports marketing agency, is at the forefront of this transformation, working with several Premier League clubs to maximize their revenue potential. The company’s approach leverages extensive brand connections and activations, which have proven highly effective in U.S. markets. The U.S. market presents a largely untapped opportunity for Premier League clubs, as American brands account for 61% of global sports sponsorship spend but only 16% of European soccer sponsorships involve U.S.-based companies. By engaging with commercial agencies like Playfly Sports, clubs are not only filling the revenue gap created by SCR and ad bans but also adopting a more professional and data-driven approach to sponsorship deals. This shift aligns with the growing influence of American sports executives in English football, who bring fresh perspectives on brand activation and revenue generation. For readers interested in sports, this trend highlights how financial regulations and market dynamics are reshaping the Premier League’s business model. The league’s reliance on U.S.-based ownership and agencies underscores a broader shift towards more commercial-savvy operations, similar to those seen in North America. As clubs seek new revenue streams, the integration of American-style sponsorship strategies will likely continue to drive innovation and competition in the global sports market.

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Originally published on ESPN on 2/19/2026