Chapter 220: Roof Upgrade = Higher Ticket Prices

Before the final match, as early May approached, the Premier League had wrapped up its penultimate round of matches.

League leaders Manchester United secured a narrow 1–0 victory at home against Arsenal, with Eric Cantona scoring a stunning goal from 25 yards. The win put United four points ahead of Newcastle United.

The next day, however, Newcastle responded with an emphatic 3–0 home win over West Ham, cutting the gap back down to just one point.

As the championship battle reached its climax, anticipation surrounding the Premier League title continued to grow.

In the following fixtures, Arsenal aided Manchester United’s title bid by defeating Newcastle United 2–0 at Highbury.

The result restored United’s four-point lead at the top and brought them closer to securing their third league title in four seasons.

The match ended with a thrilling 3-2 win for Manchester City, and Richard didn’t waste any time in inviting Ramm Mylvaganam to his office first—before heading to Miss Heysen’s office. He knocked on her door and shared what was on his mind.

"What? You want to renovate Maine Road again?"

Miss Heysen was surprised. They had just completed a renovation on the Kippax Stand, hadn’t they? Moreover, weren’t they planning to move to a new stadium? Why bother upgrading Maine Road if they were going to leave it behind?

Richard nodded, anticipating her concern.

"Constructing a new stadium will probably take two to three years," he explained. "And in the meantime, we’ll still be playing at Maine Road. I’m not talking about increasing capacity—I’m talking about adding rooftop coverage to the Platt Lane Stand, the North Stand, and the Main Stand."

It was simply impossible to increase the capacity of Maine Road—surrounded on all sides by residential housing, there was no room to expand.

Left, right, front, and back, the stadium was boxed in by rows of local homes. Any attempt to force an expansion would mean digging deep into the club’s pockets—not for construction costs alone, but for compensation to the residents living around Maine Road.

Richard definitely didn’t want to spend more money on an expansion that would clearly be a waste, but while he couldn’t do that, he knew how to increase revenue for the next season. Just in the recent match against Charlton, Richard had come to recognize a glaring flaw in Maine Road’s current state: three of the stands were completely exposed to the sun

"These sections get hit hard during day matches," he said. "It’s not just a matter of comfort—it drains the fans’ energy. When they’re overheated and struggling under the glare, they can’t give the full 90 minutes of support the team needs."

At the end of the day, it’s all about comfort.

"Moreover, with the new rooftops in place and the Premier League season coming up, we can justify increasing the ticket prices, right? So don’t worry about that—we’ll break even quickly. We’re talking about the Premier League here."

It’s an investment.

If City want fans to show up every week and give their full support, then they need to provide a proper matchday experience. Shade, comfort, atmosphere—it all feeds into performance, both on and off the pitch.

"Is it really needed? I mean, Richard, even if we get promoted to the Premier League, will the returns truly be worth it?" she paused, thinking for a moment before continuing.

"If the teams representing the Premier League can’t achieve good results in Europe, then the global focus won’t be on England. In that case, the value of the Premier League would be limited to its domestic audience, and the risks versus rewards for sponsorships would be mismatched," she stated.

After all, she was the CEO of the club, and her job was to balance the books—so her concern was justifiable.

Richard nodded in agreement. "You’re right to be cautious," he began. "But what’s happening isn’t just about football. It’s a shift in the business of football." He paused, then asked, "Do you know why, when clubs from smaller European nations find success in the Champions League, it rarely translates into long-term growth?"

Miss Heysen frowned, thinking for a moment before answering tentatively, "Because the ceiling is set by the limitations of their domestic football culture?"

"Yes, exactly," Richard replied confidently.

Otherwise, why does no one talk about Steaua București, who won the European Cup in ’85? Or Porto in ’86? Or even Red Star Belgrade, who won it in the ’90/91 season?

"But when teams from traditional football giants—Italy, Spain, Germany, France—find consistent success in Europe, the ripple effects are massive. Look at Italy, for instance. In an era where media coverage spreads like wildfire, their football prominence continues to shape global perception."

Richard took a deep breath, his voice now calm but filled with conviction.

"Media is the key, TV rights are going to explode. Sky has already shown what’s possible. Rupert Murdoch—he’s sharp. He’s willing to invest at a loss upfront because he sees the long-term vision. Broadcasting deals won’t just bring in money—they’ll redefine the sport. Sponsors won’t just be backing a club—they’ll be buying into a global entertainment platform."

He pointed toward the window, toward the Maine Road pitch.

"England, as a footballing powerhouse, carries immense cultural and commercial weight. Football is our culture—and the Premier League is going to be its greatest export. If we get in early, while others hesitate—we won’t just be chasing success…"

He paused, then finished with quiet intensity: "We’ll be riding the wave that defines football for the next 20 years."

Despite England’s return to European competition five years ago, no English team had reached the quarter-finals since. This highlighted a significant gap with the continent’s top teams.

The isolationism that English football experienced after the late 1980s had come at a steep price.

Heck, this season, Blackburn Rovers—England’s representatives in the Champions League—managed to collect only 4 points in Group B, finishing embarrassingly behind teams like Spartak Moscow, Legia Warsaw, and Rosenborg of Norway

Thanks to these developments, English football was becoming increasingly Europeanized. The influx of foreign players and the growing commercialization of clubs marked a clear transformation. The formation of the Premier League, in particular, ushered in a new era of broadcasting revenue, elevating the game’s financial and global reach.

In contrast, although Italy’s Serie A was undoubtedly the premier league of the moment, its structural weaknesses threatened long-term growth.

Transfer restrictions outside of Europe and the dominance of family-owned club models limited foreign investment. Despite showcasing a constellation of footballing stars, the Italian game had become notorious for its brutality—thrilling attacking moves often ended in cynical fouls.

Throughout the ’90s, fans were greeted by injury lists filled with marquee names. But what they truly craved was to see those stars shining on the pitch—not sidelined in the treatment room.

Richard turned back toward Miss Heysen. "That’s why we’re going to position ourselves properly when we get promoted. The new roof will justify a modest increase in ticket prices. Since expanding Maine Road is impossible, we have to find the sweet spot—high enough to boost revenue, but still fair to the fans."

Miss Heysen nodded as she jotted down the instructions. "So I guess now we need a full breakdown of ticket pricing structures across the Premier League?"

"Yes—average season ticket costs, matchday prices, and so on. Look into how clubs set their prices—how much they charge, what kind of fan experience they offer at different price points, how early-bird packages are structured, concessions, VIP tiers, even family deals. Since we can’t just guess the numbers, we need to be creative about it."

Miss Heysen gave a firm nod. "Alright. I’ll have the research report on your desk by the end of the week. Oh, and by the way, Richard," she added, reaching into her drawer and pulling out a neatly bound document.

"Mr. Humphreys called yesterday. I spoke to him directly. He’s been following City’s progress this season and was quite impressed. He wants to sponsor us again next season—assuming we make it to the Premier League."

Richard raised an eyebrow, half-amused. "That confident, is he? Already betting we’ll get promoted?"

Miss Heysen smiled. "Apparently so. And this time, the deal isn’t the same as last season."

"What’s he offering?"

"He’s tripled his commitment—£1.5 million for the season. And get this—his team has already prepared the full design package: new away kit, third kit, goalkeeper kits, and even the team jackets. He’s not waiting around."

"He’s really going all in," Richard said as he nodded. "Alright, we agree with him—1.5 million. For the roof at Maine Road, please contact the Arup Group as soon as possible. At least by the time the Premier League starts, the roof needs to be completed as soon as possible."