Millions Riding on European Soccer Final

Posted by: Mark Scott on May 27

There’s one question that sports fans never tire of: what team is the best? On May 27, soccer supporters worldwide will be able to find out. That’s because England’s Manchester United and Spain’s Barcelona, recognized as the best club teams any where in the world, take the field for the 2009 UEFA Champions League Final — the Superbowl of European soccer.

It won’t just be Europe tuning in. Over 100 million people worldwide are expect to watch Barcelona’s Argentine striker Leonel Messi and Manchester United’s Portuguese midfielder Cristiano Ronaldo battle for Europe’s ultimate soccer accolade. That’s more people than watched this year’s Superbowl between the Pittsburgh Steelers and Arizona Cardinals.

Fans will be focused on the game, but there’s significant money at stake for the soccer clubs themselves. According to research by Simon Chadwick, director of the Center for the International Business of Sport at Britain’s Coventry University, the total value of the May 27 final will top €310 million ($433 million), compared to €267 million ($373 million) for last year’s game. That includes a €110 million ($153 million) payday for the winners — from increased sponsorship, TV rights, and higher season ticket sales — and a €65 million ($91 million) sum for the losers.

The economic benefits aren't limited to the clubs. Rome, where the final is being held, should pocket €45 million ($63 million) from tourist revenue, while the victor's home city -- either Barcelona or Manchester -- could earn a further €15 million ($21 million) due to an uptick in hometown consumer confidence.

These figures shouldn't be sneezed at, and add another level of tension ahead of the May 27 final. The game pits Europe's best two teams against each other -- and there's hundreds of millions of dollars riding on the outcome.