Wigan Athletic boss Steve Bruce says beating the drop will be worth £35 million to the club.
Bruce's Latics are 14th in the table but only four points above the drop zone with 11 games to go. He has taken 18 points from his first 13 matches as boss.
And he said: "It's £35m for us if we stay up. That will be the minimum. There's the Sky TV money and the gate money - it's astronomical.
"It shows the importance for a club like ours to stay in the Premier League.
"People talk about the pressure of the money but I only put pressure on myself to do my job."