In this episode of the 5THREAD Podcast, I’m joined by Simon Gresswell, a seasoned expert in sports licensing and merchandising, to explore why the traditional football shirt business model is ripe for disruption.

Simon shares his journey into the world of licensing, reflecting on how the industry has evolved alongside the rise of digital platforms and e-commerce. We discuss the growing need for sustainability in sports merchandise and how sports organisations can adopt more responsible practices while still remaining commercially viable. The episode also touches on how digital transformation has shifted consumer behaviour, redefining what fans expect from sports merchandise and why Simon believes there will always be a place for physical products. He also explains why giving something away for free might just be one of the best investments a brand can make to engage its fans.

Whether you're in the business of sport or simply curious about the systems behind the products that bear your club's name, this is a thought-provoking episode not to be missed.