I imagine FFF is means match day excluding corporate (hence mentioning corporate boxes).
Whilst it’s still small, we’re behind a host of others. Its also worth looking at the leverage more corporate facilities gives in wider commercial negotiations e.g. throwing in a 3 year box deal for out next official hot chocolate supplier.
Good breakdown of it here:
https://www2.deloitte.com/content/d...ss/gx-deloitte-football-money-league-2019.pdf
I’m also a big believer in the impact investing in atmosphere has on the rest i.e. more people, better ways to create atmosphere, not ripping off fans etc -> better performance on pitch -> better ability to attract commercial partners