Keith Wyness: Leeds on track to transform their position in English football with ‘very special’ plan

Leeds United are set to have their standing in the Premier League hierarchy transformed by the redevelopment of Elland Road. 

That is according to former Everton chief executive Keith Wyness, speaking exclusively to Football Insider, who believes that the Whites will be looking at a “completely different financial picture” once the work is complete. 

The West Yorkshire outfit recently began work on their West Stand to boost their capacity up to 47,000, while further improvements are already in the pipeline to boost that figure again by 2030. 

Wyness believes that it could transform Leeds’ home into a “very special” environment for football, and also feels that it could help them hit the next level in the Premier League. 

Leeds to have top 10 in their sights after Elland Road work

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 Leeds’ home as it stands is not “fit for purpose” in terms of generating revenue. 

At a capacity of around 37,000, the Whites lie in the middle of the road when it comes to Premier League stadia, something Wyness believes has held them back in terms of revenue. 

However, speaking on the latest edition of Football Insider’s Inside Track podcast, he made it clear that the redevelopment work could transform their finances long-term, and also take them into the next category of clubs in the top flight. 

“I'm afraid if you're going to take on debt, you've got to be putting it into revenue-producing areas, and that is things like these developments,” Wyness said.

“By the time you look at what could be Leeds' new facilities by 2030, you're looking at a completely different financial picture for the club. You've got to resist that temptation to spend the money before you get it, and you've got to be smart, build slowly and let it go forward. 

“Leading up to 2030, when they'll be in a position to then try and challenge financially with the top ten. I think that's what Leeds are going to focus on because, as much of a bear pit as Elland Road is, revenue-wise, we know it wasn't fit for purpose.

“But now they're actually addressing that and taking it forward, so good luck to them on that, and there's a whole part of the whole picture around Elland Road that's really interesting.

“They can produce something very special there that creates more revenue than just the ground, so they've got good plans and a good vision.”

Elland Road development to boost Leeds’ coffers by £8m each year

Former Manchester City financial advisor Stefan Borson recently told Football Insider that Leeds’ redevelopment will net them an extra £8million every season, once it is complete. 

The football finance expert labelled it as a “huge” increase in capacity to take the final total for the ground up to 53,000, and he made it clear that it will bring huge financial benefits. 

Borson suggested that the Whites could land themselves an extra £8m in revenue if they sold season tickets in that area of the ground at around £500 each on average. 

Premier League sides are in constant competition to generate more money for both the business and footballing sides of the clubs, and this would give Leeds a major boost in that department.