“They’re Not Meant to Survive”- Finance Guru Exposes Brutal Truth About Sunderland and Leeds in the Premier League
Sunderland Facing Steep Challenge in Premier League Due to Financial Rules and Harsh Realities, Warns Kieran Maguire
Football finance expert Kieran Maguire has sounded the alarm for newly promoted clubs like Sunderland, warning that both financial regulations and tactical missteps make survival in the Premier League a daunting task.
Speaking on talkSPORT, Maguire explained that the current Profit and Sustainability Rules (PSR) heavily favour established Premier League clubs, creating a system that places significant pressure on newcomers.
He pointed out that clubs such as Sunderland, Leeds United, and Burnley will struggle unless they take a pragmatic approach both financially and tactically.
When asked whether these clubs stand a real chance of avoiding relegation next season, Maguire didn’t mince words:
“Yes, they do — but only if they approach it smartly,” he said. “Some of the newly promoted sides last season tried to play attractive, possession-based football from the back.
But the Premier League is ruthless — it punishes errors harshly.
If you want to stay up, you’ll need to grind out results. It won’t be pretty, but smart spending and use of the loan market is crucial.”
Sunderland are preparing for their return to the top flight under new manager Régis Le Bris, with sporting director Kristjaan Speakman overseeing recruitment.
The club has been linked with a mix of experienced players like Joe Gomez and rising stars such as Lennon Miller and Habib Diarra, but must operate carefully within PSR limits.
“The Premier League Doesn’t Want Them to Survive”
The conversation took a sharper turn when former striker Darren Bent asked how clubs with far fewer resources are expected to compete against established teams like Tottenham.
“How is any newly promoted side expected to survive under these financial restraints?” Bent asked.
Maguire replied bluntly:
“You could argue the Premier League doesn’t want them to survive. The rules, as they stand, are stacked against promoted sides.
If you’re already in the Premier League, why would you change the system to make it easier for new clubs to take your spot?”
He cited Nottingham Forest’s controversial approach as an example. The club took major financial risks to build a squad capable of staying up—resulting in a points deduction but, ultimately, survival.
“Forest basically said, ‘Forget the rules—we’re spending to stay up.’ And it worked. They gambled on earning enough points that even a deduction wouldn’t relegate them. It’s risky, but in their case, it paid off.”
Maguire stopped short of endorsing that strategy for Sunderland, Burnley, or Leeds, but emphasized the tough reality:
“These rules aren’t designed to help Championship clubs coming up. They exist to protect the status quo—and that makes the climb even steeper for anyone trying to break through.”
