Cracking the Code: How Manchester City F.C. managed to break into the Premier League Elite

Chapter 9: Conclusion and outlook

The arrival of new owners in 2008 were followed by several years of large investment in infrastructure, staff and players. This resulted in a 10-year run with 13 domestic trophies (30% of the total available). Fuelled by the owners funding Manchester City broke into the Premier League oligopoly and established themselves at the very top.

Success on the field, has also led to success off the field. Manchester City is currently considered to be one of the richest and most dominant football clubs in the world.

This has been the result of carful strategic planning, maintaining stability in ownership, economy, infrastructure, management, and staff, combined a long-term transfer focus.

The club has protected its income from external shocks by securing attractive long-term sponsorship deals and running a player academy that produces the likes of Phil Foden plus adding more than GBP 150 million of income to the club. In addition, they have established an international football organisation around the globe to further extend the brand of Manchester City, and especially targeting the youngest supporters.

But the fairy-tale does have its clouds attached to it. The club has been fined twice by UEFA for breeches to financial fair play. The lack of ethics showed in the early days leave stains the club will have to live with for years to come. And future run-ins with UEFA over FFP might be harder to sustain.

The competition is also getting tougher. Manchester United and Liverpool have signed sponsorship deals that exceeds Manchester City’s. The advantage Manchester City may have had in the past is slowly being smothered by their biggest rivals.

Manchester City raised the bar, and the others are now following. If the club is not able to maintain their dominance, economic loss is inevitable. From there a downward spiral with increased spending, faster turnover of players, staff and even new ownership might occur.

That would be the all too familiar story of a football club shooting for the moon and missing the target.