I do not know how Spurs got such a following in the US, but before Pulisic joined the team, Man United and Spurs sold the most merchandise in the US market. Since Pulisic joined, Chelsea is selling more than Man United...which is a lot. The Midwest has really adopted Chelsea. Although the midwest is not as populated as the East Coast and West Coast, those fans are loyal to clubs and players. So he opened that loyal fan base. I do not know how to quantify that into money gained.