Kieran Maguire: Leeds United will no longer be ‘sold short’ in talks after Chris Beadle reveal
Leeds United will no longer be “sold short” in commercial negotiations following the appointment of Chris Beadle as head of partnership sales.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about how Leeds can capitalise on their brand to boost their sponsorship and merchandising income.
Beadle confirmed that he had joined the behind-the-scenes team at Elland Road via his Linkedin account on Monday (10 October).
Leeds co-owner Andrea Radrizzani has since personally congratulated the 37-year-old.
Beadle has previously worked in a commercial role with West Ham and left his position as head of football and partnership development director at CSM Sport to join Leeds.
The Whites’ commercial income totalled £36million during the pandemic-hit 2020-21 campaign, the last financial year on record.
Maguire anticipates that the West Yorkshire side will see that figure swell following Beadle’s appointment.
“Leeds always punched superbly well as far as their commercial income in the Championship was concerned,” he told Football Insider’s Adam Williams.
“Now that they are in the Premier League, it is absolutely essential that the Leeds brand, which still carries an awful lot of weight, is converted into a monetary form.
“Therefore, having a new director of partnership sales in Chris Beadle means that we have somebody that knows the value of the Leeds badge and brand, and he won’t sell it short in negotiations.
“That will allow them to maximise revenue flows from that particular income stream.“
In other news, Gabby Agbonlahor issues seven-word claim on Leeds United sacking Jesse Marsch after latest.