The Case for Rebranding

1. Massive Attendance, Modest Recognition

The 2024/25 season saw the Championship draw over 11.1 million fans through the gates, with clubs like Sunderland and Leeds United averaging over 36,000 spectators per game—figures that rival or exceed many top-flight European clubs, and even some of those already in the Premier League. Yet, the league’s global visibility remains limited.

2. Financial Firepower

Despite being a second-tier league, the Championship generated £676 million in combined revenue in the 2021/22 season. However, this pales compared to the Premier League’s £6.4 billion broadcasting deal. A rebrand could help bridge that gap by attracting more lucrative international TV rights and sponsorships.

3. Elite-Level Competition

The Championship is fiercely competitive. In the 2024/25 season, the gap between 3rd and 10th place was just 12 points, with multiple clubs in playoff contention until the season’s final weeks. This level of parity is rare in top-tier leagues, where dominance by a few clubs is the norm. While it’s true to say that the quality of football, in terms of skill and world-class players, doesn’t match that of the division above, for sheer entertainment value and excitement, it’s more of a match. Indeed, some say that the Premier League is becoming boring and too predictable; the Championship is anything but that.

The EFL doesn’t seem to recognise that, though, seemingly underselling the brand, which is reflected in the massive difference in revenue it raises selling the broadcasting rights, compared to the vast amounts that the Premier League attracts for its product. Many traditionalists are uncomfortable with the game being discussed as a product, preferring to remind us of the importance of the game to local communities and towns & cities across the country.

However, although all of that is true and needs to remain part of the equation, the fact remains that in today’s world, money is much more of a factor in the success or failure of a football club. In truth, it always was. Perhaps because football club finances are no longer a matter for the wealthy benefactor/owner of a local club and are made much more public, many fans have come to terms with the importance of their team being successful as a business, too.

4. Player Development Pipeline

The Championship is a key development ground for Premier League talent. Players like James Maddison, Jarrod Bowen, and Ollie Watkins honed their skills here. A “Premier League 2” label could formalise this role and attract more attention to emerging stars, raising the competition profile too.

The Case Against Rebranding

1. Heritage and Identity

The Championship has existed in various forms since 1892. Rebranding it as “Premier League 2” arguably risks erasing over a century of history and turning it into a feeder league rather than a proud competition in its own right. The existing Premier League teams have proposed a separate league for their “reserve” teams in the past, and a Premier League 2 already exists in this format. Allowing the Championship to become Premier League 2, though, would provide a much better and more competitive platform for the development of players. This is already the case anyway, with many football league teams, in the Championship and below, loaning players from the top league

2. Fan Sentiment

Championship fans are intensely loyal and often sceptical of Premier League influence. A rebrand could be seen as a corporate move prioritising branding over tradition, potentially alienating the supporters who make the league special. However, most fans would accept the resultant funding for their club and the opportunities for success that it can bring.

3. Structural Implications

Would a “Premier League 2” imply changes to promotion and relegation? Could it lead to a closed-shop system that benefits Premier League clubs at the expense of lower-league teams? These are serious concerns that would need to be addressed.

Could Rebranding Narrow the Financial Gap?

One of the most compelling arguments for rebranding the Championship as “Premier League 2” is the potential to reduce the vast and seemingly increasing financial chasm between the top two tiers of English football. The Premier League distributes over £2.5 billion annually in broadcasting revenue. At the same time, Championship clubs receive a fraction of that, often relying heavily on parachute payments or risking financial instability to compete. Attempts to address this by introducing an independent regulator are falling on deaf ears at Premier League level, most of whom appear to prefer a “what we have, we’ll hold” approach.

A rebrand could:

• Attract higher-value broadcast deals by leveraging the Premier League’s global brand.
• Increase sponsorship revenue through greater visibility and association with the top flight.
• Boost matchday and merchandise income by drawing in more international fans.

This influx of revenue wouldn’t just benefit the Championship. With proper redistribution mechanisms, it could strengthen the entire football pyramid:

• League One and League Two clubs could receive more solidarity payments.
• Grassroots football could benefit from increased investment.
• Youth academies and community programs could be better funded, ensuring long-term sustainability.

However, given the reluctance towards external regulation, this would require careful governance or agreement within the game to ensure new wealth doesn’t entrench the dominance of recently relegated clubs or widen the gap within the Championship itself.

A Smarter Solution?

As an alternative, rather than a complete rebrand, the EFL could explore a strategic partnership with the Premier League. This could include:

• Co-branded international marketing campaigns
• Enhanced digital content and streaming options
• Joint sponsorship deals
• A unified broadcasting platform

Such collaboration could boost the Championship’s visibility without sacrificing its independence or heritage. Given the recent stance from the established Premier League clubs, this may seem like a pipe dream, but it would be in everybody’s interest if such an arrangement could be agreed upon.

Final Whistle

Rebranding the Championship as “Premier League 2” is bold and divisive. But it reflects a more profound truth: the EFL has continually struggled to market what is, by all accounts, one of Europe’s most exciting competitions. Whether through rebranding or smarter promotion, one thing is clear: the Championship deserves better. Is now the time to revisit this issue?