From Premier League returns to strategic growth: GSW reflects on a landmark 25/26 season
As another memorable football season draws to a close and attention turns to an exciting summer of sport, General Sports Worldwide can look back on a campaign defined by growth, innovation and impact across the industry.
Throughout the 25/26 season, our Club, Brand and Advisory teams worked alongside clubs, rights holders, event organisers and commercial partners on a diverse range of strategic, commercial and operational projects, helping organisations maximise revenues, improve performance and unlock long-term value.
The breadth of projects delivered over the past 12 months highlights GSW’s unique ability to combine strategic consultancy, commercial expertise, operational delivery and industry insight under one roof.
Among the highlights of the season were:
- Supporting Reading FC and Carlisle United through retained consultancy agreements, driving commercial growth, identifying new revenue opportunities and providing senior interim leadership expertise to accelerate business performance and deliver strategic change.
- Building on a long-standing and successful partnership with Sunderland AFC, continuing to provide retained consultancy support throughout the club’s return to the Premier League. Working closely with senior leadership across ticketing, operations and fan demand management, GSW helped support the delivery of one of the club’s most important seasons in recent decades
- Advising Burnley FC and Charlton Athletic on hospitality go-to-market strategy, guest experience and wider commercial opportunities designed to support long-term growth.
- Negotiating a multi-year agreement that saw Utilita Energy become Barnsley FC’s Official Academy Sponsor and Sustainability Partner, creating a partnership aligned with both organisations’ strategic objectives.
Alongside our consultancy work, GSW continued to support clubs, investors and stakeholders on a range of strategic advisory and M&A projects, helping organisations navigate investment opportunities, operational change and long-term growth planning.
The season also marked continued growth beyond football, reflecting the increasing demand for GSW’s expertise across the wider sports industry.
Among the highlights was our support of Soccer Aid for UNICEF ahead of its landmark 20th anniversary event, where we worked closely with the organising team on onsale strategy, demand management and the operational delivery of ticketing for one of the UK’s largest and most successful annual sporting events.
We also expanded our commercial partnerships activity beyond football, brokering an agreement that saw Dafabet become Nottinghamshire County Cricket Club’s Betting Category Partner as well as adding Sauce Shop to the Club’s list of strategic partners.
In addition, our non-football client portfolio continued to grow with the addition of Lancashire County Cricket Club as well as Exeter Chiefs and Northampton Saints to our partnership sales roster.
Investment in people has remained a key priority throughout the season as the business continues to grow.
During the campaign, we welcomed Alfie Zak to the team, strengthening our research, insights and operational project delivery capabilities. We were also delighted to welcome back Ashley Peden following his successful spell as Chief Commercial Officer at Sunderland, further enhancing the depth of expertise and senior leadership experience available to our clients.
Looking ahead to the 2026/27 season, GSW has already added Sheffield Wednesday to its client portfolio. With the club entering a new era under new ownership and leadership, GSW will support a wide range of commercial, operational and strategic initiatives designed to unlock growth opportunities, enhance performance, improve guest experience and supporter relations, and maximise the potential of its off-field operations.
GSW CEO Sam Rush said:
Football and the wider sports industry continue to evolve at an incredible pace, creating both significant opportunities and new challenges for clubs, rights holders and investors.
“What makes General Sports Worldwide different is our ability to combine strategic thinking with practical delivery. Many of our team have held senior leadership positions within clubs and sports organisations, meaning we understand first-hand the commercial, operational and organisational pressures our clients face.
“Whether it’s helping clubs grow revenues, improve operations, secure transformational partnerships or navigate investment opportunities, our focus is always on delivering sustainable long-term value.
“We’re incredibly proud of what we’ve achieved alongside our partners this season and excited by the momentum we are building as we head into 2026/27.
As preparations begin for another exciting season, General Sports Worldwide remains committed to helping clubs, brands, rights holders and investors unlock their full potential through industry-leading consultancy, commercial expertise and strategic advice.
To discover how GSW can support your organisation, connect with our Consultancy team on LinkedIn or contact [email protected].