Alamy

26 January 2022 - 5:08 PM

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Alamy

Brentford gave up shirt-sale income – but in the long run, being “pioneers in sustainability and social responsibility” can be commercially prudent

  • Brentford announced at the end of last year that they will keep their home shirt for two seasons in a row. CEO explains the strategic thinking behind the surprising move.
  • The small Premier-League club will undoubtedly miss some income in the short term – but bigger sponsors might turn their attention to West London and sign up with a brand doing things differently.
  • Why it matters: Brentford have already shown in their sporting department that they are not afraid to go in another direction. Now CEO Jon Varney and his team are taking an innovative approach on the business side of things.
  • The Perspective: Most clubs are in a constant search for new income streams. At the same time, they have to take into consideration that there is a limit in terms of how many products fans can afford to buy.

While clubs throughout the world are certainly still struggling from the impact of the current Covid-crisis, and most clubs have taken innovative and ambitious strides towards locating new sources for generating income, Brentford have gone in the other direction.

The London-based club who were promoted to the Premier League last season, announce

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