Edited by Federico Calabrese
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Index
The Champions League is the most beautiful football tournament ever. Every year, millions of fans glue themselves to the TV for the Champions League final. But behind the sporting emotion, there is another aspect – often less visible – that is worth as much (if not more) than the trophy: the enormous economic impact for those who win.
Winning is worth it: how much does a champion club earn?
When a club lifts the Big Ears Cup, the prize is not just symbolic. According to recent estimates, a club that wins the Champions League can exceed €200 million in total revenue, considering UEFA prizes, TV rights, sponsors and more.
Estimated revenues for a winning season
| Revenue Item | Estimated Value (€ million) |
|---|---|
| UEFA Prizes | 85 |
| TV Rights (national share + UEFA pool) | 40 |
| Sponsors & Contractual Bonuses | 25 |
| Merchandising | 15 |
| Increase in squad value | 30 |
| Ticketing | 10 |
| Estimated Total | 205 |
UEFA Prizes
UEFA distributes a significant share of its advertising and television revenues to participants. For the 2024/25 season, the Champions League winners can earn: €20 million for the final victory. Up to €15.64 million for the 6 group matches (2.8 million per win). Up to €43 million from knockout stage, market pool and UEFA coefficients.
A share of the revenues is redistributed based on the weight of the national TV market. For example, an English or Italian club could earn much more than one from a smaller country, even if they achieve the same sporting result. So: winning, yes, but also coming from a “rich” market makes a difference.
Main sponsors (technical, banking, logistics, etc.) often include bonuses in contracts tied to sporting success. Furthermore, increasing international exposure means: new upward negotiations with future sponsors. More global sales (especially shirts and gadgets). Fun fact: after Real Madrid’s win in 2022, online searches for the club’s shirts increased by +217% within 48 hours.
Merchandising: when the cup sells
A Champions League victory is a golden opportunity to launch special editions, “celebratory” lines, capsule collections with sponsors, etc. The club can earn very high figures especially in Asian and American markets, where the Champions League is hugely followed. A top European club can sell even 300,000 more shirts in a single month after the victory.
After a European victory, the value of players rises. Young talents, previously semi-unknown, can go from €10 to €40 million in a single transfer window.
| Player | Pre-Champions Value (€ mln) | Post-Champions Value (€ mln) |
|---|---|---|
| Julian Álvarez (2023) | 15 | 45 |
| Federico Valverde (2022) | 35 | 70 |
| Enzo Fernández (2022) | 12 | 55 |
Winning the Champions can have a direct economic impact on the city:
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More tourism (especially if hosting the final)
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More consumption linked to events: bars, hotels, transportation
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Greater international media visibility
Example: during the 2023 final in Istanbul, over €60 million were estimated to have been spent in just a few days by fans, media and delegations.
Obviously, not everyone gets to the end. However, a good campaign in the Champions League can still be worth tens of millions, even without lifting the trophy.
A club that reaches the quarter-finals can bring home between €60 and €90 million: not bad for “losing”.
Top earning team in a single season: Real Madrid 2021/22 earned over €133 million just from UEFA.
Top post-win merchandise seller: Liverpool 2019 recorded a +285% increase in global sales.
Most watched final: 2022, with over 400 million estimated viewers globally.
Winning the Champions League is every fan’s dream. But for clubs, it’s also a powerful economic operation. A victory can change the books, the brand value, the commercial appeal – and even the future.
In short, when they say “only trophies count”… it’s also true that millions count even more. The Champions League is the most beautiful football tournament ever
