With football financial fair play rules on the horizon a warning once again has been sent out to football clubs about the potential financial disaster awaiting those who don't curb their wild spending.
A new report by José María Gay de Liébana - football finance specialist at the University of Barcelona - this month warns a "football bubble crash" across Europe if clubs don't start acting responsibly.
This comes in the wake of many of Europe's top sides threatening a break-away league, no doubt encouraged by the sight of packed out stadiums across the World for lucrative pre-season friendlies.
But will this elusive crash ever happen? I have heard these warnings for years, with club's making losses year-on-year and debts being racked up, I wouldn't bet on the Premier League bubble bursting anytime soon.
There have been a few high profile casualties, notably Leeds and Portsmouth in the Premier League. But even in their darkest days did they ever go bust? No.
Football is in a unique position of having such a slavishly loyal fan-base. They are the dream consumer, who will keep going to watch football live almost regardless of results.
Some domestic based fans are becoming tired of the corporate take-over of the game and the sky-high ticket prices (get it?). But they are no longer the fans that matter. Chairman and owners want the new supporters in Asia or America, or to put it in their language – emerging markets.
Look at the recent US-based friendly between Barcelona and Man United. Thousands of fans in replica shirts, clutching their bags packed full of merchandise. They no doubt have website subscriptions and magazine orders meaning they will watch the team at all hours – and pay for it.
As long as this tap of cash remains on then this bubble will not burst. Rich men will come in to make a fast buck and if FIFA or UEFA try to curb it they will simply pick up their ball and go elsewhere.
The only losers will be the fans at home who have supported the club for decades but now feel priced out the game that was once theirs. But the game just keeps on rumbling on – as long as you're prepared to pay for it.
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