Economic figures and living standards in London clearly surpass the rest of England, giving the capital’s clubs an advantage in attracting new players, especially foreigners, amid a geographic shift in the English Premier League map towards the south. London clubs benefit from higher wages, better living conditions, and more business opportunities, which have increased the number of capital-based teams in the Premier League compared to northern areas. However, major trophies still mostly go to northern clubs like Liverpool and Manchester, where players balance the desire to live in London with the pursuit of sporting glory in the north.

The economic report reveals wages in London are 33% higher than the national average and up to 68% higher than northern towns like Burnley. This economic strength translates into football, with half of Premier League clubs based in London or southern England. The number of foreign signings has also surged from 11% in 1992-93 to over 74% in summer 2025, making London the preferred destination for many foreign players. Agents confirm that “London” is frequently mentioned in negotiations, as young players from South America or Asia see London as the entire England, associating it with bright lights and a vibrant lifestyle.

Despite this, northern clubs like Newcastle face challenges in attracting foreign talent due to geographic distance and lifestyle preferences. Coaches and agents note that having friends or national teammates in London influences player decisions. Financial powerhouses such as Arsenal, Chelsea, Tottenham, and West Ham generate massive revenues, allowing significant investment in transfers and infrastructure. Yet, the biggest trophies remain with northern clubs, reflecting a dual reality: London wins in lifestyle and media exposure, while Manchester and Liverpool win in glory and championships.

This dynamic shapes player choices, where the club’s location is decisive when financial offers are similar. London’s intertwined factors—high living standards, family opportunities, nightlife, strong communities, financial resources, and marketing identity—make it a favored destination. Still, the historic prestige and championship prospects of northern clubs maintain their appeal for top players seeking sporting success.