An ailing Manchester United take on Derby at Old Trafford tonight in the knowledge that failure to qualify for the Champions League could cost the club around £28 million sterling.
That is how much United banked last season from their run to the quarter-finals and is an indicator of what they could miss out on if they fail to finish in the top four in the Premiership.
United collected £16.25 million from UEFA in prize money and their share of the marketing pool, while they earned £11.7 million from home gate receipts.
The nightmare scenario for United's money men of missing out on another similar cash bonanza is a distinct possibility, with the club lying ninth in the table, six points behind fourth-placed Newcastle.
United's decline could also affect their new kit manufacturing contract with Nike which starts in the summer.
Nike have agreed to pay £302.9 million over 13 years, but the club have admitted there are "performance-related elements" to the deal.
The importance of the Champions League has not been lost on the players - striker Ruud van Nistelrooy has said the team must forget about the title for now and just concentrate on qualifying for the competition.
The Dutch international, who should return tonight along with Juan Sebastian Veron and David Beckham after being controversially rested for Saturday's 1-0 defeat to West Ham, said: "At the moment you don't think about winning it because we are in ninth position."
"We want to get into the top four. If we are there, then we can look upwards. But we know that's not the case at the moment and each game we play now is like a final."
However, manager Alex Ferguson says he has not ruled out his chances of bowing out with an eighth English premier league title in his final season.
Ferguson told TV reporters recently the league was beyond his players. But speaking to www.Manutd.com yesterday, he said: "If we get a spark into life then we've got a chance, a slim chance. We need Arsenal, Leeds and Liverpool to start cutting each other's throats."
He added: "If we can get the team spirit right and keep it solid then the supporters will acknowledge that the players are trying their best.
"They've built up great reputations, but the club have a history of producing players who are not just great players, but who are also great fighters. We need to rediscover that.
"But the last two league titles have been won very easily, almost handed to us on a plate. Maybe that's been a problem."
Central defender Laurent Blanc is standing by to return tonight after missing Saturday's game because of a broken nose.
If he is cleared to play Ferguson may decide to leave 20-year-old John O'Shea in the side to partner the French veteran, with Gary Neville competing for his brother Phil's place on the right.
The return of van Nistelrooy and Veron is likely to see Dwight Yorke and Ole Gunnar Solskjaer return to the bench, with Luke Chadwick making way for Beckham. Ryan Giggs, Wes Brown and Ronny Johnsen are still sidelined through injury.
Derby's Darryl Powell faces a test on his hamstring while Horacio Carbonari is not match-fit.
Meanwhile, Ferguson is likely to escape punishment for his criticism of referee Paul Durkin following United's defeat at Old Trafford on Saturday.
Ferguson felt Durkin should have awarded United at least one penalty, and said the referee does not award spot kicks to United.
The Football Association are studying the match reports, but it is understood that they are unlikely to take any action against the United manager.
Roy Keane could also escape a charge. He made a couple of reckless tackles after being booked by Durkin, but the FA are not expected to censure him.
