It is billed as the most lucrative game in football and as Bristol City, Sheffield United, Coventry City and eye play-off glory, the financial rewards of winning at Wembley are greater than ever.
With ever increasing broadcast deals, commercial prospects and matchday revenue, a place in the can be transformative for a club - regardless of the worrying trend that promoted teams are more and more likely to go straight back down.
But how much is a Championship play-off win really worth? The exact answer fluctuates but estimates from financial researchers go from £170m to £300m - with survival in the top tier for at least a season bringing clubs far closer to the higher figure.
And considering Championship clubs made a little less than £11m from the EFL this season, the yawning gap in sums indicates why clubs are yo-yoing between the divisions.
Last season's Premier League payments to clubs showed that Sheffield United, who finished bottom, made £109.7m. , who have bounced straight back up with automatic promotion, made £110.1m for finishing in 19th.
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Those figures may grow slightly for next season and are before factoring in the additional matchday, merchandise and commercial revenues that come from playing in the top tier.
Parachute payments, meanwhile, will see relegated clubs receive 55 per cent of the Premier League fees in their first season in the Championship with subsequent funds given the following campaign.
And for the club that loses at Wembley the pain of what they miss out on is only mildly softened by a gentleman’s agreement that sees clubs agree to share the gate receipts which are worth in the range of £2m per club.
The semi-finals get underway on Thursday night when Chris Wilder’s Blades visit Ashton Gate before Coventry host the Black Cats on Friday evening. The return legs take place early next week before the final takes place on Saturday May 24.
In League One Leyton Orient take on Stockport County and Charlton Athletic face Wycombe Wanderers, while Chesterfield meet Walsall and Notts County clash with AFC Wimbledon in League Two.
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