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Local identities still help clubs' global appeal

The analysis in the latest Deloitte Money League report shows that elite clubs are less reliant on income from fans attending home games than smaller rivals. While broadcasting income is a crucial source of revenue for all top clubs, the richest clubs can also tap into global fan bases and commercial deals.

Manchester United has gained large increases in commercial revenue in recent years, despite the club having not won the Premier League since 2013. Almost half its income is achieved through sponsorship deals, such as its £750m decade-long kit contract with German sportswear group Adidas. Last year, the club signed its biggest 'global partnership' with Melitta, a German coffee machine company.

'The top ten clubs are global powers and that is shown if you look at their social media numbers as much as their financial numbers,' said Dan Jones, partner in Deloitte' spots business group.'

'But it's dangerous to talk about them having deserted their home town in the process. If you look at Manchester United, Real Madrid or Barcelona, a crucial part of their identity is where they come from, and a packed stadium of 70,000-plus people is what attracts interest from broadcasters, sponsors and fans around the world.'

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