The dance of billions – this is the first association with football for at least two-thirds of the world’s population. And not without reason. Here’s the latest illustration: In 2024, football clubs worldwide spent $8.59 billion on international transfers, as reported by FIFA in its Global Transfer Report.
Every announcement of new and ever-increasing investments in this sport has caused unease among its loyal followers. The fear is that the relentless printing of money, rolling out like an endless ribbon across the globe, could lead to a loss of connection with the fans – the true force behind the game. However, football has demonstrated its ability to waltz with money without stepping on the toes of its essence. Doubts have proven unfounded. Yet, every hint of uncertainty brings anxiety. The greatest challenges – looming in the eyes of some like dark clouds – are now rolling toward the stadiums.
Football is paying the price of its substance through constant and escalating financial challenges. It is so popular and powerful that political-economic interests and the motives of globally ambitious billionaires, corporations, and even entire states simply could not ignore it.
Elon Musk, the owner of X (formerly Twitter), xAI, Tesla, SpaceX, and several other profitable ventures, had a net worth of $480 billion before aligning with Donald Trump’s team. With the inauguration of the new (or returning) U.S. president, this fortune is expected to grow even further. Now, the world’s officially richest man, according to his father, wants to buy Liverpool FC. English media have reported that the deal could amount to €7.3 billion. Musk’s camp has denied these claims, yet many believe the story remains alive because numerous researchers and analysts think he won’t pass up an opportunity to expand his influence in the UK through football.
Another piece of information deserves consideration in the context of football’s possible future reality. Saudi Arabia aims for its sports sector to contribute $22 billion to its non-oil GDP. Meanwhile, its state-owned oil giant, Saudi Aramco, boasts a valuation of $2.43 trillion.
Football, and those managing it, have historically shown an ability to anticipate moves coming from big business. Now, they must face diverse investor demands in the sport. For example, UEFA’s new Champions League format, expanding the group stage to 36 clubs, has proven to be a successful product. It has maintained competition excitement until the very last round, allowed mid-tier clubs to challenge the giants under the bright lights of Europe, boosted their earnings, and provided valuable experience. Fan engagement has demonstrated that this move – the response to the so-called Super League of the ultra-rich – has already served its purpose upon its debut.
However, this project is only guaranteed for two more editions. What happens when figures like Elon Musk, Aramco, or similar investors appear as potential partners, offering deals that cannot be refused? Some club owners might be tempted to accept a franchise model, which in European football terms could be summed up as:
“Circus Colorado – coming soon to a stadium near you.”
Will the fans be ready for this? No. Because here, while the magic of the game flickers, they don’t swallow burgers – they devour football.
