However, only a small number of newly promoted clubs have survived their first season back in the Premier League, and the winner will be focused on maintaining their new position in the highest revenue-generating football league in the world,' assistant director in Deloitte's Sports Business Group, Zai Udwadia. 'Should the winner avoid immediate relegation from the Premier League, there could be a financial uplift in excess of £290 million. The duo have followed quite the path to Wembley defeating Sunderland and Middlesbrough and will look to join Burnley and Sheffield United in the top flight. Neither of these two teams have been in the top flight since 2001, the last time Coventry appeared in the top division, and for Luton Town the top-flight gap has been longer, stretching back to the 1991-92 season but one drought will end with a promotion that could be worth at least £170 million according to Deloitte. Ninety minutes wasn't enough to decide the battle for Premier League promotion, nor was a half hour of extra time, so now we're off to penalties. The richest game in sport came to Wembley Saturday as Luton Town and Coventry City faced off with promotion to the Premier League on the line.

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