The money mainly comes from TV revenue.
The latest accounts break down as
£50m from TV, £20m from match revenue, 7m from from sponsorship
The key is to get a better deal for the club from a sponsorship point of view.
Match revenue will barely change, even when Kirkby was proposed the club's accounts felt it would peak at £26m p.a.
TV revenue is largely down to cup runs and Premier League standing.