Revenue from the sale of TV rights is one of the key items for European football clubs, often accounting for a third to a half of their revenues. In Russia, media rights bring clubs on average only 10% of all revenue. At the same time, the Russian Premier League uses a rather primitive model of revenue distribution, which cannot fully stimulate the development of football and considers the interests of small clubs to a lesser extent. Russian football is also characterized by a significant gap in revenue: the revenue from the sale of TV rights of the clubs ranked first and last in the RPL differs by more than 2.5 times. This paper analyses the experience of TV revenue distribution in European championships, and based on the criteria that have already been successfully applied in the leading leagues, a new model that meets the modern requirements and challenges of Russian football is proposed. Among the new distribution criteria, the authors introduce indicators characterizing communication with fans and the development of Russian young players. Application of the model showed a reduction in the financial gap in media revenue between the clubs ranked first and last to 1.86 times, which will enhance competition within the championship and, consequently, ensure the growth of viewer interest and total revenues.