European Super League was destined for failure, because it was an entertainment product marketed to sports fans

The great irony of the European Super League project was that it was conceived to maximise revenue for participating clubs but that those who are the ultimate source of all club revenue - the fans - weren’t consulted and didn’t like the idea very much.

It is true that enterprise values of MLS franchises are significantly higher than European teams, fuelling the narrative that European football is bad at monetising their product. But this is overstated.

There is much to unpick from the project’s remains but most striking is the reminder that despite its continued commercialisation, capitalism is not the only force to which European football is beholden.

While competition organisers have sought to maintain a delicate equilibrium between competitive balance and commercial ‘fairness’, European football is becoming more predictable.

This is the first in a series of articles about the sporting and commercial future of European football. This piece explores the reasons behind The Super League’s recent failure.