Football’s packed calendar pays off. But is it how game loses appeal?
Football’s expanding calendar is generating more revenue, but Deloitte warns that the strategy may reduce the game’s appeal. Bigger tournaments increase club revenue while raising concerns about how much players and supporters can bear.
The consultancy’s Annual Review of Football Finance 2026, examining the 2024/25 season, identifies expanded UEFA and FIFA competitions as important drivers of European football’s growth. Their larger prize funds helped support otherwise plateauing broadcasting income.
For participating clubs, more fixtures mean more tickets to sell, more hospitality packages, and more exposure for sponsors. Matchday revenue increased by 16% across Europe’s five largest leagues, making it the only major revenue source to grow in all five.
Read also: How the 2026 World Cup expanded to 48 teams and 104 matches
The limits of playing more
The financial lift does not establish that the football itself has improved. Deloitte flags concerns about player and fan fatigue, warning that other sports have shown how overcrowded calendars can devalue what audiences are being asked to watch.
«It is unlikely that adding more content alone can serve as a long-term growth strategy,» the report says.
An additional match creates something else to sell, but maintaining its value depends on supporters continuing to consider it worth their time and money.
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The report identifies a risk rather than demonstrating that audiences have already abandoned football. Its warning is that short-term income growth should not be mistaken for proof that demand can expand indefinitely.
Read more: FIFA’s Club World Cup expansion plans raise calendar concerns
Fans face more than a busier schedule
Clubs are also seeking more income from each visit. Higher ticket prices and premium experiences feature prominently in Deloitte’s outlook, alongside investment in stadiums and hospitality.
However, the regular supporters who create the atmosphere may be the ones most uncomfortable with the shift. Deloitte warns that growing frustration may eventually lead to more fans abandoning matches.
The benefits of expansion are also distributed unevenly. In 2024/25, clubs from the five largest European leagues received more than 60% of the UEFA club competition distributions. A larger competition does not always imply a more balanced one.
Read more: How Manchester City’s Club World Cup campaign fitted around Khusanov’s international duties
According to Deloitte, the next phase of growth will require innovation and a well-coordinated long-term strategy. For fans, the test is simple: whether more football feels like something to look forward to.
