The prize for winning promotion has been revealed - and it's good news for Coventry City
Steve Wollaston Head of Sport - Midlands
07:55, 09 Jul 2026Updated 08:00, 09 Jul 2026
Coventry City's promotion to the Premier League celebrations.
Coventry City's promotion to the Premier League celebrations.
Coventry City's promotion to the Premier League will net the club at least a whopping £210m in revenue after Frank Lampard's side won the Championship and it could rise to a staggering £365m.
The 35th edition of Deloitte's Annual Review of Football Finance highlights just how much promotion is worth to teams and the value of avoiding relegation in the first season.
The Sky Blues romped to the title under Frank Lampard, and it was a season that will transform the club's future as they look to establish themselves once again as Premier League side.
The report stated: "Following their return to the top-flight after a 25-year absence, Coventry City can expect a revenue uplift of at least £210m across the next three seasons, based on projected increases in matchday, broadcast and commercial revenue.
"The other club that secured automatic promotion, Ipswich Town, may anticipate a minimum boost of £170m – this figure is comparatively lower as they were in receipt of parachute payments during the 2025/26 season, following their relegation from the Premier League in 2024/25.
"These figures could rise to £365m and £325m respectively, should both clubs avoid relegation after their first season in the Premier League.
"Amidst the controversy surrounding this year's play-offs, Hull City ultimately defeated Middlesbrough in the final at Wembley to secure the final promotion place. As they were not in receipt of parachute payments during the 2025/26 season, they should expect to see uplifts similar to those of Coventry City.
"This season marked the final instance of the four-team playoff format, with the competition set to expand to six teams from next season onwards. This means that teams finishing in seventh and eighth will now also have the opportunity to compete for the oft-titled 'biggest prize in football'.
"Clubs will welcome these improved odds of securing a place in the EFL's post-season leg, especially with the 2025/26 season bucking the recent trend of all three teams going straight back down. Although Burnley were relegated, Leeds United secured a 14th-place finish, whilst 2024/25 play-off winners Sunderland became only the fifth promoted club to qualify for Europe through league position in their first season back in the Premier League, following their seventh-place finish.
"Should any of the clubs promoted for 2026/27 follow in Sunderland's footsteps, they can expect returns far beyond the minimum uplifts quoted above."
With the World Cup starting to reach the business end and teams looking to add to their squads imminently, it's fair to say that there are going to be new faces at the club very soon.
The paint was still wet on City’s promotion posters when Doug King was asked about the summer transfer window and making sure the club stays in the Premier League.
He said: “Ultimately we will decide on what our strategy is going to be and then we will tell no one and will try and quietly, stealthily get on with it to try and give us any and every advantage to be successful in the top league.
“What you’re saying in ‘do what it takes’ is spend zillions and trillions of dollars, is sort of what you’re angling at. People spend money very badly at times, I would say what we do is we look for value.
"A very expensive footballer might still be value, there are lot of footballers who are very expensive but who are not value.
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"We will do what we've got to do, but don't associate staying in the league and being very successful just with how much dollars you throw out of the door, I think that would be a mistake."
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Coventry City writer Andy Turner
Coventry City writer Andy Turner
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