Bolton Wanderers FC - Strategic Marketing Transformation | The Pedowitz Group

Bolton Wanderers FC - Strategic Engagement

From Championship Heritage
to Revenue Excellence

Transform Marketing from Cost Center to Revenue Driver

Dear David,

Thank you for our conversation about Bolton Wanderers' marketing transformation. Your vision for modernizing the club's commercial operations while respecting its heritage resonates strongly with our approach at The Pedowitz Group.

Your insight that UK football clubs are "stuck in their ways" mirrors what we've seen across sports globally. The fact that you used ChatGPT to find us—looking specifically for someone outside football who could bring fresh perspective—tells me you're ready for real change, not just incremental improvements.

Your Current Reality

£1.7M Merchandise Revenue
£3M+ Plymouth Achieved
0 Marketing FTEs
7 Comms Staff
130 Hotel Rooms
£1.3M+ Opportunity

Why This Approach Works

You mentioned Plymouth Argyle achieving over £3M in merchandise with significantly lower attendance. That's not magic—it's marketing. The difference between Bolton's £1.7M and Plymouth's £3M+ isn't about the size of your fanbase or the quality of your products. It's about having a strategy, systems, and people focused on revenue generation.

Your comment that "we don't do any marketing, we're purely doing communications" crystallized the opportunity. You have 7 people telling stories but no one driving revenue. You can't email local fans for same-day tickets. Your players have contractual community hours going unused. Your hotel and facilities are "amazing" but undermarketed.

This isn't about bringing American sports culture to Bolton—it's about applying proven revenue strategies while respecting what makes English football special. Your fans in economically challenged areas deserve value, not just higher prices. Your heritage deserves to be monetized respectfully, not exploited.

October Home Fixture: We've aligned our visit with your October 11th match vs Burton, giving us the perfect opportunity to observe match-day operations and fan engagement firsthand.

Our Two-Phase Approach

Based on our discussion, I've structured an engagement that balances your need for strategic transformation with fiscal responsibility. As you said, the goal is to move "from losing a lot of money to losing not as much money"—but I believe we can exceed that aim and find your path to profitability.

Looking forward to helping Bolton Wanderers reclaim its rightful position,

Jeff Pedowitz
President & CEO
The Pedowitz Group

Strategic Engagement Timeline

PRE-ENGAGEMENT Upon Contract Signing

Immediate Actions

  • CRM vendor evaluation initiated (Salesforce, HubSpot, Microsoft)
  • Quick wins identification for immediate revenue impact
  • Stakeholder scheduling for Week 1 visit
WEEKS 1-2 October 6-11 (On-Site)

Discovery & Assessment Week

Days 1-2: Immersion
  • Stadium & hotel tour
  • Burton match attendance
  • Bolton area assessment
  • CEO/Bain consultant alignment
Days 3-4: Deep Dives
  • Department interviews
  • Systems review
  • Data analysis
  • Player engagement assessment
Days 5-6: Working Sessions
  • Revenue workshops
  • Plymouth benchmarking
  • Quick wins validation
  • Initial findings presentation
WEEKS 3-5 October 14 - November 8 (Remote)

Strategy Development

Revenue Optimization
  • Merchandise path to £3M+
  • Ticketing & secondary market
  • Hotel profit center strategy
  • US youth soccer packages
  • Sponsorship 2.0
Organization Design
  • 7 comms → 2 comms + 5 marketing
  • Director of Marketing profile
  • CRM implementation roadmap
  • Governance framework
  • Staff transition plan
Financial Modeling
  • Break-even pathway
  • ROI prioritization
  • Investment schedule
  • Bolton demographics analysis
  • Risk mitigation
WEEK 6 November 11-13 (On-Site)

Delivery & Implementation Planning

Day 1: Executive Presentation
  • Strategy presentation
  • Q&A and refinement
  • Priority confirmation
Day 2-3: Implementation
  • Quick wins launch
  • CRM vendor selection
  • Phase 2 scoping

Phase 1 Investment

$50,000 USD

Less than 0.2% of annual revenue

Expected Return:
£1.3M+ incremental merchandise revenue opportunity
Clear path to break-even across all revenue streams
Foundation for sustainable profitability

Success Metrics

  • Merchandise Revenue Path £1.7M → £3M+
  • Break-Even Timeline 12-18 months
  • CRM Implementation Vendor selected & ready
  • Organization Restructure Plan approved
  • Quick Wins 5+ launched in 90 days
  • Stakeholder Alignment CEO + Bain consultant buy-in

Deliverables

📊 Revenue & Marketing Playbook

30-35 page comprehensive strategy covering all revenue streams, 3-year projections, organizational blueprint, CRM roadmap, and KPI governance framework.

📅 90-Day Quick Wins Calendar

Executable week-by-week action plan including player activations, match-day campaigns, hotel packages, and merchandise promotions.

Ready to Transform Bolton's Commercial Future?

Let's discuss how we can help Bolton Wanderers return to its rightful position
through modern marketing excellence that respects your heritage.

Schedule Our Planning Call

Jeff Pedowitz
President & CEO
The Pedowitz Group
jeff@pedowitzgroup.com
+1 404-590-9416

David Ray
CEO
Bolton Wanderers FC
League One
Greater Manchester

The Pedowitz Group
Transforming Marketing into Revenue Engines

"The aim has to be from losing a lot of money to losing not as much money"
– David Ray

This engagement will exceed that aim by identifying your path to sustainable profitability.

Phase 2: Implementation Support available based on Phase 1 findings
This proposal is valid for 30 days