Transforming Sports Finance with Miagen’s SportsGen
Football is a fast-paced sport and business, and financial planning is no longer just about balancing the books – it’s about strategic foresight, compliance and maximising opportunities. Miagen, a leader in financial modelling solutions, is bringing its expertise from aviation leasing and other complex industries into the sports arena with SportsGen, a cutting-edge financial planning tool designed for football clubs.
From Aviation to the Pitch
Synonymous with precision and innovation in financial modelling for over a decade in the aviation industry, Miagen is now focused on helping football clubs stay on the right side of the complex financial regulations that they must now navigate.
Terence Kelly, Miagen’s Director of Financial Modelling, has spearheaded this evolution. “We’ve worked across multiple industries over the last decade,” he said.
“We started in aviation leasing around 2016, and today, one in every five commercial aircraft uses our models.”
That success laid the foundation for Miagen’s next big move into sports. “Sport is a big part of the culture in Ireland, and we saw a gap in the market,” Kelly continues.
“Football clubs need robust financial planning tools, especially with strict reporting standards and increasingly complex financial regulations being implemented across the leagues. Breaking these protocols can lead to severe penalties or even point deductions which can threaten a club’s very existence.”
The Stakes Are High
The financial health of a football club is about more than profit margins; it’s about survival. Historical examples like Leeds United’s financial collapse serve as cautionary tales. Clubs today face a volatile environment where league positions, player transfers and sponsorship deals can dramatically alter their bottom line.
“Every club has different scenarios to plan for,” Kelly notes. “Take a Championship club aiming for promotion. If they go up, their revenue changes overnight – better broadcast deals, bigger sponsorships, more ticket sales. But what if they get relegated the following year? They need to forecast parachute payments and understand how that impacts their finances.”
SportsGen simplifies this complexity by modelling every revenue stream – from ticketing and matchday income to sponsorships, hospitality and player transfers.
“It’s easy enough to track these in Excel when things are simple,” Kelly says. “But football is a variable market. Clubs need dynamic tools to handle multiple scenarios and produce accurate reports for stakeholders.”
Scenario planning is at the heart of SportsGen. Whether it’s qualifying for European competitions or managing relegation risks, the platform allows clubs to simulate outcomes and plan accordingly.
“Nottingham Forest is a great example,” Kelly says. “Last season, they were chasing Champions League qualification but ended up in the Europa League. Each scenario comes with different participation fees and prize money – a massive swing that needs careful planning.”
Managing Players and Compliance
Transfers and wages have become a critical focus, and compliance is now more important than ever. With Financial Fair Play (FFP) governing clubs in European competitions, the Premier League’s recent decision to replace the current Profitability and Sustainability Rules (PSR) with a Squad Cost Ratio (SCR) system, and similarly stringent regulations in the EFL, clubs are navigating an increasingly complex and restrictive regulatory landscape.
“Current regulations mean clubs can only spend a certain percentage of their turnover on wages,” Kelly explains. “If Arsenal’s wage bill is already at 75% of turnover, they can’t sign new players without making adjustments. However, those rules will change from next season and SportsGen will help clubs track these KPIs and forecast the impact of buying or selling players.”
The tool also automates complex calculations like amortisation of player contracts and staged payment schedules. “Say a player joins in July 2026 on a three-year deal with staggered payments,” explains Kelly, “SportsGen handles all of that. Clubs just enter the contract details, and the system calculates cash flow, amortisation and potential gains on future sales.”
Many clubs still rely on Excel for financial planning, but Kelly sees clear limitations. “Excel struggles with scalability, audit trails and scenario creation,” he says. “SportsGen offers a specialised solution that’s faster, more accurate and easier to customise.” And customisation is SportsGen’s key advantage.
“Every club is unique, so our models are tailored to their needs,” Kelly emphasises. “There are no real limits to dimensions or data points. Whether it’s a Premier League giant or a League Two side, SportsGen scales effortlessly.”
The Future of Sports Finance
As regulations in football grow ever more robust, financial planning tools like SportsGen are no longer optional – they’re essential.
“Clubs need to think strategically, not just reactively,” Kelly concludes. “With SportsGen, they can plan for every scenario, stay compliant and make informed decisions that secure their future.”
About Miagen
Miagen are a boutique consultancy firm focused on agile business planning. They empower finance to lead by enabling them to better model their business using real-time business and industry insights. Customers love the sector-specific solutions because they are proven to unlock a sustainable competitive edge that seriously enhances business performance. Tel: +353 1 969 5900 Email: info@miagen.com Web: www.miagen.com
