The Premier League's so-called 'big six' are missing out on a potential £700million in extra revenue by failing to properly understand their fans, a new report has concluded.
Researchers for the latest edition of the Fan Relationship Index believe the likes of Manchester United, Liverpool, Arsenal, Manchester City, Tottenham and Chelsea are not fully aware of the characteristics and preferences of all their supporters globally.
By understanding fans better, clubs would not only be able to improve their service to them but they could also benefit considerably financially.
For example, the report determines that United could make an extra £124million per year from a crypto partnership as its research suggests their fans are 74 per cent more interested in this sector than the average member of the public.