APT settlement could push Manchester City to £1bn Etihad deal

(MANCHESTER) Manchester City has reached an APT settlement with the Premier League that clears the path for a record Etihad Airways deal, expected to be worth between £1 billion and £1.75 billion over the next 10 years. The agreement, confirmed in early September 2025 after months of legal disputes, ends a high‑stakes fight over the league’s Associated Party Transaction rules and allows the club to finalize a sponsorship that would become the largest in British sports.

The previously scheduled tribunal hearing on sponsorship rules has been canceled, and the league has notified clubs the dispute is resolved.

Background: APT rules and the legal fight

The APT rules were introduced in 2021 after the Saudi‑backed takeover of Newcastle United. They require “fair market value” tests for deals involving entities linked to club owners.

• In 2023, Manchester City’s proposed renewal with Etihad Airways was blocked under those rules.
• City challenged the framework, arguing it was anti‑competitive and that the rules were applied in a way that treated the club differently.
• A 2024 tribunal later found that certain amendments, particularly around shareholder loans, breached competition law.
• City launched arbitration in January 2025, and the settlement concluded in early September 2025.

Under the new settlement, City accepts the current APT structure while receiving assurances of non‑discriminatory treatment in future sponsorship reviews.

Deal scope and commercial impact

Under the expected Etihad Airways agreement:

• Etihad will continue as shirt sponsor and retain naming rights for the Etihad Stadium.
• The stadium expansion pushes capacity past 60,000, increasing matchday visibility for the airline.
• The package is estimated between £1 billion and £1.75 billion over 10 years, depending on escalators and annual increases.
• This would be more than double the £400 million deal signed in 2011.

VisaVerge.com analysis suggests a long‑term, inflation‑linked package of this scale reshapes how top clubs plan multi‑year costs (wages, academy investment, and stadium projects) while staying within domestic and European financial controls.

The commercial uplift arrives at a key moment and can stabilize multi‑year planning for player contracts, infrastructure, and academy commitments.

For Etihad Airways

• The renewal offers steady global exposure as the airline grows routes and invests in brand presence.
• Benefits extend beyond TV impressions to hospitality, business travel synergies, and community outreach.
• The scale implies deep integration across media, matchday, youth programs, and international events.

For the Premier League and other clubs

• Settling avoids a lengthy legal clash that could have weakened regulatory tools.
• But it raises the challenge of keeping fair market value tests meaningful when large deals involve related parties and complex valuations.
• If the Etihad valuation stands, it becomes a reference point likely to influence future airline, fintech, and telecom sponsorships, and could push up the ceiling for elite deals in England.

Governance, statements, and timing

• Premier League officials maintain the APT rules remain valid but have agreed to assess Manchester City’s sponsorships on equal terms with other clubs.
• Manchester City’s Abu Dhabi‑based ownership, led by Sheikh Mansour bin Zayed Al Nahyan, is confident the partnership will proceed without further hurdles.
• Both club and league have agreed not to comment on specific terms.

An independent commission is still considering more than 100 alleged financial rule breaches by City, with an outcome expected within weeks. That process is separate from the APT settlement but could affect perceptions of the club’s overall compliance.

Key facts and figures

Immigration and workforce implications

The commercial shift has practical effects beyond finance, particularly for hiring and visas.

• Premier League clubs act as licensed sponsors for international hires: star players, academy prospects, data analysts, sports scientists, and ground operations staff.
• Stronger commercial income enables multi‑year recruitment with clearer budgets for wages and relocation support—important for work visa cases that need stable contracts and evidence of genuine roles.

Key points for immigration and HR teams:

• Clubs need Governing Body Endorsements for footballers; senior players usually qualify through minutes and competition points.
• For non‑playing staff (coaches, performance experts, tech hires), long‑term sponsorship income can support fixed‑term roles that fit the Skilled Worker route.
• Budget clarity helps HR produce detailed job descriptions and salary evidence needed for visa applications.
• Applicants should follow official rules: the Skilled Worker route requires sponsorship, an appropriate skill level, and meeting salary thresholds. Fees, the Immigration Health Surcharge, and biometrics are part of the online process.
• For authoritative guidance, see the UK government’s page: GOV.UK – Work in the UK.

For supporters and event planning:

• Expanded commercial capacity often increases overseas tours and fan events, raising demand for short‑term travel and visas for media crews and event staff.
• Stadium expansion leads to more matchday tickets, hospitality roles, and part‑time event jobs that must comply with local labor rules.

For contractors and professional service providers:

• Architects, hospitality planners, and digital content teams servicing stadium upgrades may involve international candidates.
• Clubs must maintain sponsor licence duties—reporting changes, tracking absences, and keeping records—to avoid staffing delays.

Industry reaction and longer‑term effects

• Football finance specialists say the Etihad deal sets a new benchmark for British sports sponsorships.
• Rival clubs will review how they structure multi‑asset sponsorships (shirt, stadium, training wear, digital content) to justify higher valuations without breaching fair value tests.
• Broadcast partners may re-evaluate shoulder programming, pre‑game shows, and international feeds in light of larger naming deals.
• Some club executives remain concerned about consistent application of fair market value tests when sponsors have strategic ties to ownership.

The settlement attempts to balance strong fair value checks with the ability for clubs to secure large commercial deals—its success will depend on how consistently the league applies rules in future transactions.

Where stakeholders will find updates

• Manchester City updates via Manchester City FC
• Etihad sponsorship details via Etihad Airways Sponsorships
• Regulatory updates via Premier League

Conclusion and outlook

For now, Manchester City moves forward with the green light to close the Etihad package, and the Premier League avoids another year in court. The immediate next flashpoint is the independent commission’s separate case; its outcome could either reinforce regulatory order or prompt further legal debate.

Either way, the sponsorship numbers—£1 billion to £1.75 billion over a decade—will set the bar that rivals must measure against in the seasons ahead, influencing contracting, recruitment, commercial strategy, and how the league enforces fair valuation in related‑party deals.