Commercial Q&A: 'Challenger brand' Wolverhampton "don't want to rely on on pitch performance"

9 November 2020

Photo: PA Images "It's about finding compatibility and being in line with the resources brands have," says international partnership sales manager at Wolverhampton Alan Liu.

With an emphasis on sports and entertainment, Wolverhampton are seeking to become more than just a football club, according to their international partnership sales manager Alan Liu.

The club define themselves as a 'challenger brand' playing catch up with some of Europe's heavy hitters.

Esports in particular is an important area of focus that also enables Wolves to reach a more female audience.

Emil Gjerding Nielson

Immediately upon their return to the Premier League in the 2018/19 season following a six-year absence, Wolverhampton managed to increase their commercial income three-fold from the year prior to £29.3 million, even higher than other top flight clubs such as Crystal Palace, Burnley and Southampton.

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