Commercial Q&A: 'Challenger brand' Wolverhampton "don't want to rely on on pitch performance"
9 November 2020
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.
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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