Episode Summary
Most semi-pro clubs have some form of merchandise — shirts, scarves, hats — but very few see meaningful income from it.
In this episode, sponsored by Tournamentbase UK, James Gordon explains why.
Drawing on real experience at Warrington Town, he walks through the journey from selling items just to spread awareness to running a retail operation moving hundreds of units a season. The discussion covers stock risk, supplier choices, online stores, data, and why small operational decisions can dramatically affect sales.
For clubs trying to grow revenue without growing budgets, this episode gives a realistic path forward.
This episode is sponsored by Tournamentbase UK - the all-in-one platform to create, manage and share tournaments across 400+ sports.
Create tournament schedules in minutes at tournamentbase.co.uk
Who this is for
Club owners and directors
Commercial managers
Volunteers running club shops
Community and fan engagement staff
Key Takeaways
Early merch is marketing, not profit
Getting people wearing the badge has more impact than a small margin ever will.
Friction kills sales
If fans can’t buy immediately, they often won’t buy at all.
Stock changes behaviour
Clubs don’t just sell more when demand rises: demand rises when stock exists.
Limited editions unlock confidence
A single sell-out product can justify investing in inventory.
Data becomes your advantage
Tracking shirt sizes and purchase habits removes most risk from ordering.
Small operational details matter
Even putting prices on tags significantly increases sales.
Topics Covered
The four revenue streams of semi-pro clubs
Why merchandise starts as marketing
When to invest in stock
Pre-orders vs holding inventory
Online store logistics challenges
Supplier partnerships
Using fan data to remove risk
Avoiding unsellable stock
Quick wins for any club shop
With thanks to Tournamentbase UK - the all-in-one platform to create, manage and share tournaments across 400+ sports.
