Jack Grealish’s Euro 2024 omission could cost him ‘tens of millions,’ experts warn

Jack Grealish's exclusion from England's Euro 2024 squad due to his poor form for Manchester City is a significant setback that could cost him and his sponsor, Hellmann's, "tens of millions," according to football finance expert Dr. Rob Wilson.

Chirag

June 27, 2024

Jack Grealish England Squad Snub Problem — Richard Sellers/Sportsphoto/Allstar via Getty Images

Due to Jack Grealish’s lackluster performance for Manchester City, Gareth Southgate decided to exclude the winger from England’s Euro 2024 squad. This decision is a significant setback for Grealish and could negatively impact his reputation in the football world. Football finance expert Dr. Rob Wilson estimates that this exclusion could cost both Grealish and his sponsor, Hellmann’s, “tens of millions.”

In an interview with investment platform Saxo, Dr. Wilson explained, “Brands partner with athletes expecting them to achieve specific goals. Hellmann’s likely anticipated Grealish’s participation in Euro 2024 when they formed their partnership. His absence diminishes the expected exposure, impacting the financial benefits outlined in his contract.”

However, Wilson also noted a potential upside: “With Grealish not traveling for the tournament, he might be more available for brand-related activities and remains marketable as both an England and Manchester City player. The main issue for Grealish is his current public image, which portrays him as a party-loving figure. Unlike Freddie Flintoff, who had more leeway as a cricketer, Grealish’s antics could be detrimental as a footballer. This image misalignment might lead Hellmann’s to reconsider their partnership with him.”

“A successful tournament for a high-profile player could bring in around £10 million in the short term. Grealish will face a financial hit due to his non-participation, although the exact long-term impact is hard to predict. Missing out on key moments, like scoring a winning goal in the final, could easily translate into double-digit millions in lost opportunities.”

Dr. Wilson pointed out that Grealish’s performance has been subpar, even noting that Marcus Rashford, who had a better season, was also left out of the squad.

Grealish was initially included in England’s 33-man preliminary squad but did not make the final 26-man list, alongside James Maddison, Jarrad Branthwaite, Curtis Jones, James Trafford, Jarell Quansah, and Harry Maguire. His importance within Pep Guardiola’s team also diminished last season due to a tactical shift, pushing him down the pecking order.

Although there have been rumors of Grealish possibly leaving Manchester City, it seems unlikely he will depart this summer. Guardiola is hopeful that Grealish can return to top form in the 2024-25 season.