Beyond the pitch: how football is investing in property

As fans around the world gear up for a nail-biting FIFA World Cup final, the tournament serves as a reminder that modern football extends far beyond what happens on the pitch. Alongside the stories of sporting achievement and international friendship and rivalry sits a sophisticated ecosystem of property, investment and development, shaping everything from where players live to how clubs future-proof their stadiums and surrounding real estate.

How footballers invest in property

Heading up Knight Frank’s Sports Desk, Alexander McLean advises a wide range of clients, from tennis players and boxers to entertainers and footballers. At this year’s World Cup alone, the desk represents clients across half of the competing teams and their head coaches. “I provide a single point of contact and, most importantly, discretion,” he says.

This streamlined approach helps athletes manage both their lifestyle and investments. For one footballer relocating to London, Knight Frank arranged a rental property before helping to secure a main residence and later investment properties, whilst also sourcing and managing tenants. These was carefully reviewed by Knight Frank alongside the client’s advisors, who play a crucial role.

With professional football careers often spanning little more than a decade at the top level, property decisions can carry added significance. “Particularly when they are purchasing and taking out a mortgage, they typically can only borrow for the length of their career,” McLean explains.

However, longer player contracts are influencing buying patterns. “A trend I am seeing is that many are buying at an earlier age, and more quickly after a relocation, because contract lengths have been extending, giving them greater income security,” he says. While contracts have traditionally lasted three to five years, high-profile deals such as Erling Haaland’s nine-and-a-half-year Manchester City contract illustrate this shift. Many players are also increasingly focused on building buy-to-let portfolios to support their post-retirement income.

Privacy remains the top priority when selecting a home. Most players seek properties within easy reach of training grounds while maintaining a degree of seclusion. “When you know which club they’re going to, most players will be moving within a couple of postcodes that suit these requirements,” McLean says.

For example, those signing for London clubs are often drawn to Surrey hotspots such as Oxshott, Esher and Cobham, where larger homes, gated developments and access to leading private schools for children or siblings are key attractions. Others frequently favour Canary Wharf for convenience, although some choose to move further into Essex and Hertfordshire in search of space.

He mentions fitness facilities are an essential consideration. With highly specialised equipment being an absolute must, you will find sports players investing far more in these spaces. They look at everything from a full gym to rehabilitation equipment or an entire refurbishment tailored to their own training requirements.

How football clubs are future-proofing their real estate

Football clubs are becoming equally strategic in their approach to real estate. Nick Parr, Knight Frank’s Head of Development Strategy & Finance, advises stadium owners and sports venues on development consultancy, land agency and valuation, helping clubs unlock value from their property assets while planning for long-term growth.

His work spans everything from land disposals, development partnerships and masterplanning projects to maintaining existing stadiums or delivering new ones. Increasingly, clubs are looking beyond matchday revenues and repositioning themselves as multi-purpose destinations.

“What’s become apparent is that clubs are changing the way they run their businesses,” Parr says. “It’s no longer about getting people in for a few football matches, but creating a true destination that attracts people throughout the year.”

To achieve this, many clubs are investing in hospitality, entertainment and visitor experiences. High-quality restaurants and bars can drive footfall beyond matchdays, while attractions such as stadium roof walks, museums and behind-the-scenes tours create additional revenue streams. Larger developments may also incorporate hotels, residential property and mixed-use schemes.

“The balance for clubs to weigh up is income generation versus control of their image,” Parr explains. “For most clubs, one of their most important assets is their brand, and it can be difficult to guarantee standards if control is handed over to third parties.”

Capacity planning remains another key challenge. As demand grows, clubs must decide whether to keep expanding existing grounds or make the far more significant leap to building a new stadium. “You can continue to expand, but eventually you reach a point where a new stadium becomes the only option to increase capacity,” Parr says. “The challenge for UK clubs is finding enough space while remaining accessible and maintaining ties to their local communities.”

Many clubs are confronting this issue. “There are many Premier League stadiums being redeveloped at the moment that have gone through this cycle,” Parr says. “They’ve been improved, they’ve maximised capacity, and now they face the next major decision. Ultimately, they’re looking to create an experience that can compete with the very best examples globally.”