Fenway Sports Group’s sale of a minority stake in Liverpool Football Club to a consortium including Jeff Bezos shows why investors continue to see value in English soccer despite mounting losses.

The deal valued Liverpool at more than $7 billion, giving FSG a major return after buying the club for £300 million in 2010. Since then, Liverpool has won multiple domestic and European trophies, while the value of elite football clubs has climbed sharply.

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That growth comes despite worsening finances across the Premier League. Deloitte found that the 20 clubs recorded combined pre-tax losses of £948 million in the 2024/25 season, more than six times the previous year’s figure. Only eight clubs reported an operating profit, compared with 13 a season earlier.

Rising player transfer fees are a major driver of costs, but profitability is only part of the equation for investors.

Why Club Values Keep Rising

Elite football clubs are increasingly seen as scarce assets with global audiences, powerful brands and multiple revenue streams. Their value can therefore rise even when day-to-day operations remain unprofitable.

“Even if you’re not making a profit day-in, day-out, the value of the asset is still going up,” Richard Haigh, global managing director at Brand Finance, told CNBC.

The Premier League’s international reach also makes its clubs attractive to sponsors and investors, while the limited number of top-tier teams adds to their appeal.

Turning Stadiums Into Year-Round Businesses

Investors are also looking beyond matchday revenue, seeking to turn stadiums and surrounding real estate into year-round businesses.

“The other thing that American sports do incredibly well, which investors are looking to do in Europe, is that the stadium and surrounding real estate is a 24/7, 365-day revenue generator,” said Lewis Gaut, a sports finance specialist at Goodwin.

Tottenham Hotspur’s £1.2 billion stadium is one example. Its commercial income rose from £117 million in 2018 to £215 million in 2022, according to UBS. The venue now hosts major concerts and NFL games.

Manchester United is pursuing a similar strategy with plans for a new 100,000-seat stadium as part of a wider regeneration project, estimated to cost around £2 billion.

The shift reflects a broader view of football clubs as scarce assets that can generate revenue from real estate, entertainment, sponsorships and other businesses.

For investors, that means operating losses do not necessarily make a club unattractive if its underlying value continues to grow and new revenue streams can make the business more sustainable.