Consultancy Services – Commercial partnerships, hospitality, pricing strategy
Carlisle United
Consultancy Services•
Punching Above the Division
Carlisle United engaged GSW in April 2025 as the club pursued a return to the EFL following relegation. Despite the challenge of operating in the National League, the club’s ambition was clear – and so was the commercial opportunity.
PROBLEM
Operating in the National League brings real commercial constraints – smaller audiences, lower brand visibility, and a partner market that often overlooks clubs outside the EFL. The challenge was to build a commercial programme that didn’t just match the club’s ambition, but actively drove it – generating the revenue and momentum needed to support the wider push back up the pyramid.
SOLUTION
GSW oversaw a complete restructure of the club’s partnership programme, leading the sales effort with a focus on national and regional brand opportunities. Alongside this, the team reviewed and improved Carlisle’s matchday hospitality and sponsorship packages, then developed and implemented a revised pricing strategy across both hospitality and matchday commercial.
RESULTS
Carlisle United were put on course for a record commercial season as a direct result of GSW’s engagement – demonstrating that the commercial opportunity in sport is not limited to the Premier League, and that the right strategy and execution can deliver exceptional results at any level of the game.
CLIENTS SAY•
