Wolves FC

Project Overview

Wolverhampton Wanderers wanted to engage a younger, more culturally connected fanbase - both locally and globally. Traditional sponsorships and matchday content only reached people already inside the football ecosystem.

To grow the club’s cultural footprint off the pitch, we pitched, built, and launched Wolves Records - the first ever record label owned by a Premier League football club.

The vision was simple:
Use the power of a global football audience to give emerging artists a platform, while deepening the club’s cultural relevance beyond the game.

Our Approach

We founded, launched, and ran Wolves Records end-to-end, acting as the label and strategy team behind the brand.
This included:

• Brand + Label Identity - Name, visual identity, messaging, positioning.

• Digital Ecosystem - Website, artist pages, streaming pipelines, release schedule.

• Content + Creative - Artwork, video, stage visuals, social content, and stadium content.

• Artist Scouting + Signing - Signing based on talent, not algorithms or follower metrics.

• Global Distribution - Secured Warner ADA as distribution partner.

• Live + Fan Experience - Artist performances at half-time (30,000+ live), curated fan-zone programming, and showcase events at the stadium.

Using Wolves’ 30M+ global fans, we could instantly introduce each artist to a worldwide audience - something no traditional label can offer.

Club Integration

Wolves Records became a commercial asset, not just a content initiative:

• Worked across Commercial to develop new sponsorship inventory

• Collaborated with Matchday + Stadium Ops to deliver performances & fan experiences

• Supported Media + Social with custom soundtrack and weekly content music

• Activated BBC Introducing and local music partners to support regional discovery

This wasn’t music attached to the club - it was music as part of the club’s identity and growth strategy.

Impact

• 240+ press placements across global music, sport, and culture press

• Featured on Match of the Day, BT Sport / TNT Sport, and multiple national media outlets

• Artists performed to 30,000+ fans live at home games

• Editorial playlisting across Spotify, Apple Music, and Chinese DSPs

• Established a new model for fan culture, commercial partnerships, and brand engagement

Wolves Records didn’t just release music - it redefined what a football club can be.