"Imagine there was no broadcast revenue" - The man behind Carlsberg's Liverpool sponsorship challenges English clubs to improve commercial revenue

The coronavirus crisis puts pressure on sponsorship deals, pushing clubs to add more value if they want to maintain their current income. Longer sponsorship contracts are likely to have insulated Norwich and Burnley from volatility after relegation.

Losing more than half of their commercial revenue is normal when clubs are relegated from the Premier League. 

But there are many ways to stop that precipitous decline of income - if clubs design their sponsorship deals differently and create new value for brands, says a sponsorship consultant.

Too many clubs focus solely on brand exposure - leaving them vulnerable should they face relegation.