Interest
Insights | August 2025
Premier League 2025–26:
Executive talent behind the wins
The Premier League kicks off this Friday, 15 August 2025, with Liverpool hosting Bournemouth.
While millions of fans debate line-ups, tactics, and transfers, the sports business world knows there’s another battle happening off the pitch. This season, the most decisive signings won’t just be in the dressing room, they’ll be in the boardroom.
Premier League clubs are entering the 2025–26 season in the most competitive commercial environment the league has ever seen. According to Deloitte, revenues hit £6.3 billion last season, with over £2 billion coming from commercial income. The big story? The fastest-growing revenue gains are coming from off-pitch strategy - sponsorship activation, international market expansion, hospitality innovation, and tech-driven fan engagement.
Those gains don’t happen by accident. They’re the result of clubs recruiting elite executive talent; from global brand strategists to chief commercial officers who can translate football’s on-pitch magic into multi-million-pound business deals.
According to Deloitte, revenues hit £6.3 billion last season, with over £2 billion coming from commercial income.
This year’s sponsorship landscape shows a clear shift:
- Nine different kit brands across the league, with Adidas leading the pack.
- A spike in sleeve sponsorship deals that bundle LED exposure, training wear, and hospitality rights.
- New non-traditional partners entering the game, from fintech firms to streaming platforms.
Securing and managing these deals is no longer just about selling ad space; it’s about curating an entire brand ecosystem. The executives who can orchestrate that will be as valuable to clubs as a top goal scorer.
Opening weekend matches will air in more than 190 countries, reaching billions of viewers. Clubs with commercial leaders who can tailor activations for fans in Singapore, São Paulo, or Seattle will capture revenue far beyond matchday tickets.
In practice, that means hiring executives with:
- Cross-market cultural fluency
- The ability to broker region-specific sponsorships
- Experience in digital engagement campaigns that resonate globally
Every club has a transfer window for players, but there’s a parallel one for leaders. We’re seeing a growing appetite for sporting directors with commercial acumen, chief revenue officers who understand broadcast trends, and marketing heads who can pivot between TikTok content and billion-pound partnerships.
In an era where match day income is capped by stadium size, the leaders who can scale brand value beyond the turnstiles will define the league’s financial winners.
As the 2025–26 season kicks off, the lesson for sports organisations everywhere is clear - investing in world-class executive talent is as crucial as investing in world-class players. The right hires can open new markets, unlock bigger deals, and future-proof revenue streams.
For clubs, and the wider sports business ecosystem, the new season is more than a competition for points. It’s a competition for people. And those who win that will win everything else.
For clubs, and the wider sports business ecosystem, the new season is more than a competition for points. It’s a competition for people. And those who win that will win everything else.