How are elite football clubs able to raise so much money from sponsors and merchandise to spend on the top players?

Juventus just paid 100 million euros to buy Cristiano Ronaldo, a player who at 33 years old has only 2-3 years of his peak playing left. Ed Butler asks football finance expert Rob Wilson of Sheffield Hallam University to explain how they get the numbers to add up.

Plus Doug Bierton of retailer Classic Football Shirts talks about the fan nostalgia over vintage sponsors, and Nathan Brew, commercial manager at the Llanelli Scarlets explains why the Welsh rugby club decided to make room on their kit for more than 20 sponsors.

(Picture: Juventus new signing Cristiano Ronaldo poses with club shirt; Credit: Valerio Pennicino - Juventus FC/Juventus FC via Getty Images)