article_snippet: Traditionally at this time of year, a clutch of nervous owners in charge of struggling clubs in England's top flight grapple with the prospect of relegation, and the enormous hole it threatens to blow in their finances.
article_snippet: Now that task is for someone else as Short and Sunderland try to protect the cool $106m Sunderland pocketed last season, with one eye on the new television deal in 2016 that's worth over $7.8 billion to the Premier League's 20 clubs.
article_snippet: It's Sunderland Sunderland will have been thinking about money," Simon Chadwick, professor of sport business strategy and marketing at Coventry University, told CNN.
article_snippet: Particularly television money, because it now accounts for over 50% of most, if not all, the Premier League clubs' turnover.
article_snippet: It'd be very easy to say they are thinking long term about money and long term about the next television contract but in reality, very often the next television contract is short term thinking.
article_snippet: Whilst I'm sure Sunderland are mindful of what's going to happen in 2016, they'll be even more mindful of what's going to happen in the summer of 2015 if they go down.
article_snippet: Even though Cardiff City, which finished bottom of the Premier League last season, still banked $92.1m for the Premier League efforts, the disparity between tiers one and two in England is vast.
article_snippet: Most obviously, the TV revenues from the Premier League deal," Chadwick answered when asked what Sunderland stands to lose if Sunderland does fall through the trapdoor.
article_snippet: Chadwick also says the bumper television revenue afforded to clubs in modern football has created a tiered Premier League in which few teams outside the established giants can realistically expect to compete at the top end.
article_snippet: I think the television revenues have cemented that position of the dominant teams.
article_snippet: Whilst the Premier League would argue Whilst the Premier League's a progressive system in the sense that the collective deal does allocate finances to clubs that perhaps those in Spain don't have, even so, such is the magnitude of the payments made to the achieving clubs Spain almost inevitable you will get the likes of Manchester United, Arsenal and the rest dominating.
article_snippet: For the likes of the north east clubs Sunderland, Newcastle and Middlesbrough it is great if they can get there, even better if they can stay there.
highlights_snippet: Relegation from English top flight could cost clubs hundreds of millions of dollars .
  
highlights_snippet: New EPL television deal due to begin in 2016 worth a seismic $7.8 billion .