Promotion in English football is not just about glory on the pitch — it’s a seismic shift off it, too.
For clubs battling it out in the English Football League, moving up a division can unlock vital new revenue streams, from broadcast income to commercial partnerships. Whether climbing into the bright lights of the Premier League or taking a smaller, strategic step into League One, promotion has become a cornerstone of modern football’s business model.
But how much does it really pay to go up? While parachute payments and TV deals dominate headlines, the financial realities vary significantly from one tier to the next. Some clubs see their budgets multiply overnight; others use promotion as a lifeline to stay afloat. In this article, we break down the financial impact of moving up through each level of the EFL pyramid — from the National League to the Premier League — and explore what it truly means to “win” promotion.
From Championship to Premier League: How Lucrative Is the Jump?
Promotion from the Championship to the Premier League is widely regarded as the single most financially transformative event in club football. It’s often dubbed “the richest game in football” for good reason — with estimates suggesting that a successful play-off final victory can be worth around £170 million to the winning club, depending on survival or relegation in the following season.
The bulk of this windfall comes from Premier League broadcast rights. In 2024/25, each top-flight club stood to earn a minimum of around £100 million in combined domestic and international television revenue. That figure includes the equal share, facility fees (for televised matches), and merit payments based on league position. Even the team finishing 20th receives a substantial payout, eclipsing anything on offer in the second tier.
On top of that, clubs enjoy increased commercial appeal, with improved sponsorship deals, global visibility, and enhanced matchday income. Nottingham Forest, promoted in 2022, secured major new sponsorships and heavily expanded their wage bill — backed by the confidence of incoming Premier League money.
Crucially, the Premier League’s parachute payments soften the blow of relegation, offering around £40 million in the first year back in the Championship. This safety net allows clubs to invest more boldly.
However, for every Brentford that thrives post-promotion, there’s a Reading or QPR that overspends and struggles later. While the cash injection is vast, careful financial management remains essential to sustaining the gains of a successful campaign.
From League One to Championship: What’s the Step Up Worth?
While the jump from League One to the Championship doesn’t carry the same jaw-dropping figures as a Premier League promotion, it still represents a significant financial boost — and a clear shift in operational scale. For many clubs, it marks the beginning of a transition from community-focused outfits to larger, commercially viable enterprises.
Championship clubs benefit from higher central payments via the EFL’s broadcasting deal, with solidarity payments from the Premier League also increasing. In 2024/25, a League One club might receive around £1.5 million in combined central distribution, whereas a Championship outfit could expect close to £7 million. This includes £5–6 million from EFL TV rights and over £1 million in solidarity payments.
Clubs like Luton Town and Coventry City have leveraged this extra income wisely in recent years, using Championship stability to rebuild stadiums, grow commercial departments, and improve training facilities. However, for others like Barnsley or Rotherham United, yo-yoing between divisions can mean using that additional cash just to survive.
The Championship also brings bigger gates and increased matchday income. Visiting fans travel in larger numbers, and ticket pricing tends to rise slightly. Sponsorship and hospitality revenues often grow with the added visibility, and clubs find themselves better positioned to attract promising loan players from Premier League academies.
However, costs climb sharply — especially in wages — and some clubs overstretch in a bid to consolidate. Those who succeed in making the step up sustainable tend to invest carefully and maintain a strong connection with their club identity while embracing the commercial realities of the second tier.
From League Two to League One: How Much Does It Pay to Rise?
Promotion from League Two to League One is less about sudden riches and more about steady progression. The financial uplift is modest compared to jumps higher up the pyramid, but for clubs operating on tight budgets, the extra revenue can still be a game-changer.
In League Two, clubs typically receive around £1 million in combined EFL central payments and Premier League solidarity funding. Promotion to League One sees that rise to roughly £1.5 million. While it may not sound transformative, an increase of 50% in guaranteed income can allow clubs to expand coaching staff, upgrade training facilities, or add experience to a previously youthful squad.
Gate receipts often improve as well. League One brings a higher profile, bigger away followings, and more frequent local derbies. For example, when Forest Green Rovers were promoted in 2022, they hosted Sheffield Wednesday and Derby County the following season, both bringing thousands of fans and considerable media attention.
Commercially, the step up brings incremental gains. Shirt sponsorships become more valuable, and there’s increased interest from local and national brands. Clubs like Morecambe and Cheltenham Town have used League One exposure to strengthen community outreach and boost off-field revenue.
Still, the risks are real. Costs rise in tandem, especially for player wages and travel. For smaller clubs, the priority is often retaining League One status without sacrificing long-term stability. The promotion may not deliver instant millions, but it does offer the platform to grow — if handled sensibly.
From National League to League Two: Breaking into the Football League
Promotion from the National League into League Two is often described as the most important step a non-league club can take. The financial leap is not vast in headline figures, but its significance lies in access to stable funding, increased legitimacy, and long-term viability within the professional game.
National League clubs receive minimal central funding — typically around £100,000 to £150,000 per season — compared to the roughly £1 million a League Two side is allocated through EFL distributions and Premier League solidarity payments. That tenfold increase in guaranteed income can be transformational, especially for community clubs who have operated with razor-thin margins.
Additionally, League Two membership offers access to enhanced commercial opportunities. Sponsorship deals become easier to secure, matchday revenues improve with higher-profile visiting teams, and broadcast exposure — though limited — carries more weight. Wrexham’s 2023 promotion demonstrated the visibility boost possible; not only did they attract global attention, but they also tapped into wider merchandise sales and sponsorship growth.
Infrastructure funding also becomes more accessible. Clubs entering League Two can apply for support through the EFL’s facilities grants and development programmes, something that’s out of reach in non-league. This has helped clubs like Barrow and Sutton United invest in their grounds and meet stadium requirements for the professional game.
However, the jump also comes with challenges. Stadium regulations are stricter, full-time squads become essential, and the competition is more intense. Yet for ambitious clubs, breaking into the EFL is a milestone that legitimises long-term growth — and lays the foundation for climbing even higher.
