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Promotion To Premier League Expected To Be Worth $184M To Watford, Bournemouth

Leading football finance experts said that promotion to the Premier League will be worth £120M ($184M) to both Watford and Bournemouth, according to Nabil Hassan of the BBC. Watford earned promotion on Saturday and the Cherries "all but sealed their place in the top flight on Monday." Trevor Birch of business advisory firm BDO said, "The reach of the Premier League is extraordinary. It's now in more than 200 countries and reaches four billion people so Bournemouth, in that respect, is going to be catapulted into the world's view." Rob Wilson of Sheffield Hallam University added that "an estimate for a newly-promoted club" is £120M. That comes from around £100M ($153M) "from television and media" as well as another £20M ($30M) from "commercial revenue in the form of advertising in the last season" before the new £5.1B ($7.8B) Premier League TV deal comes into effect. With a current capacity of 11,700, Bournemouth's Goldsands Stadium will be "the smallest in the Premier League and with a population of 90,300, Watford will also be one of the smallest towns in the top flight." And while there may be a "small uplift," Robert Barnard, who specializes in leisure and hospitality for BDO, said that Bournemouth's stadium capacity "will limit any major benefits for the town." And while the figures of £120M "sound extraordinarily large, there was a word of warning for both Watford and Bournemouth." Wilson: "While this £100 million to £120 million sounds like a lot of money, it very quickly gets used up" (BBC, 4/28). In London, Sam Cunningham reported Bournemouth is "set to hold off" on expanding the capacity of its 12,000-seater Goldsands Stadium -- "as a tactic to help them next season." The away contingent is "currently crammed into a corner of the ground between the South Stand and the East Stand." Bournemouth officials are "considering doubling the South Stand from its current 2,500 seats to 5,000, taking the whole capacity to just less than 15,000." Just to expand the South Stand would cost the club £1.8M ($2.8M) and, over the course of a season, the club would "only accrue" £900,000 ($1.38M) in ticket sales. Any construction "would, therefore, be for the benefit of fans as opposed to any financial advantage" (DAILY MAIL, 4/28).

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