The unthinkable has happened at Old Trafford. Manchester United, once the undisputed commercial kings of world football, have crashed to 8th place in the 2026 Deloitte Football Money League—their lowest ranking in history.

The financial report serves as a damning indictment of the post-Ferguson malaise. While United falters, their arch-rivals Liverpool have surged to 5th, becoming the highest-earning English club for the first time ever. For the Red Devils fans in Nairobi, who have long taken solace in their club’s financial might even when results were poor, this is the final humiliation.

The Cost of Mediocrity

The drop is driven by a catastrophic 2024/25 season where United missed out on the Champions League. Broadcast revenue plummeted from €258 million to €206 million (approx. KSh 30 billion loss). In modern football, you cannot monetize history; you must monetize success.

The New World Order

• Real Madrid Reigns Supreme: The Spanish giants retained the top spot with revenue nearing €1.2 billion, proving that Galactico commercialism still works.
• The Anfield Surge: Liverpool’s smart stadium expansion and consistent Champions League football have allowed them to leapfrog United, a shift that signals a changing of the guard in English football dominance.
• The Warning: Deloitte warns that United is "at risk of becoming a tier-two financial power" if they do not fix their on-pitch performance. The brand is strong, but it is not invincible.

For the millions of Kenyan Man United fans, the banter season just got extended. It is no longer just about losing on the pitch; they are now losing in the bank. The Theatre of Dreams is fast becoming a Museum of Past Glories.