Keith Wyness shares update on ‘big’ clubs ‘copying’ new Brentford plan
Brentford’s decision to wear their new home kit for the next two seasons is not something that is likely to catch on with the Premier League’s elite clubs.
That is according to former Everton chief executive Keith Wyness, speaking exclusively to Football Insider, who believes that the lost revenue of not releasing new kits each season would be a major blow for top clubs.
This comes after Brentford released their new home shirt last week, and confirmed that they will also wear it throughout 2027-28, with prices set to be frozen next summer as well.
Wyness believes that while the gesture is a “good moral scoring point” for the Bees, many fans can often prefer the “freshness” of a new home strip at the start of a campaign.
The Scottish businessman made it clear that he can see both sides of the argument, but does not feel that the scheme is something that other Premier League clubs will look to replicate.
Brentford’s two-year kit launch is part of the club’s ongoing commitment to sustainability, and will also provide a significant financial saving for supporters who regularly purchase kits.
Keith Wyness: Brentford financials incomparable to ‘big boys’
Everton’s former chief Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – believes that Brentford’s kit scheme only works because they are not one of the “big boys” in the Premier League.
He outlined that clubs who sell “multi-millions” of shirts globally could never use a model like this, as it could cost them too much in lost revenue every year.
Speaking on the latest edition of Football Insider’s Inside Track podcast, he explained some of the benefits and pitfalls of a plan like this.
"It's something I've considered and looked at before when I've been the chief executive and decided against it," Wyness said.
"It's OK for Brentford, but some of the bigger clubs who are selling the multi-millions of shirts globally, I don't think you're going to see them doing that for sure.
"Brentford, while they still need every penny they can get, I don't think the impact on their own merchandise is going to be quite as big as it would be on the big boys.
"I don't think you'll see many of the bigger clubs copying this idea. And as I say, a lot of the fans don't mind getting something fresh each season. It becomes part of the ritual of getting ready for a season, and they like a bit of freshness.
"I get the whole point, but I'm not persuaded that it’s necessarily the right way forward. It's a good moral scoring point, but still there are two arguments to this one that I'm not convinced either way."
Brentford chasing deal to sign Burnley star
Football Insider revealed at the end of June that Brentford have made an approach to sign Burnley striker Zian Flemming, with the Dutchman seen as a potential option to strengthen their attack.
Keith Andrews and Co. have identified the 27-year-old as a player of interest in recent weeks, after an impressive debut campaign in the Premier League last term.
Flemming notched 11 goals from just 21 starts for the Clarets, and was the shining light in an otherwise dismal campaign at Turf Moor.
They are now facing a fight to keep the frontman this summer, with Brentford among a whole host of clubs that are keen to sign the former Millwall man.