Consultancy Services – Commercial partnerships, revenue strategy
Reading FC
CONSULTANCY SERVICES•
A Commercial Rebuild Under New Ownership
Reading FC, one of England’s oldest football clubs, was acquired in May 2025 by Redwood Holdings Limited, a subsidiary of Dogwood LLC, owned by Rob Couhig and Todd Trosclair. The new ownership appointed GSW as an exclusive commercial consultancy partner to support the club’s commercial rebuild.
PROBLEM
A new ownership group coming into a football club faces significant commercial challenges: rebuilding sponsor and partner relationships, establishing credibility in the market, and identifying and executing on near-term revenue opportunities.
SOLUTION
Appointed as exclusive commercial consultancy to Reading FC, GSW conducted a comprehensive review of the club’s existing revenue streams before identifying and developing incremental partnership opportunities across international, national and regional brands — supporting the sales effort directly alongside the club’s commercial team and providing strategic oversight to inform their wider commercial roadmap.
RESULTS
GSW’s partnership with Reading FC is ongoing. The appointment reflects our growing reputation as a trusted commercial partner for clubs in transition – and our ability to operate with credibility in the market from day one.