Image Credit: Salford City FC website
Salford City FC has entered a new era following its acquisition by a diversified global ownership group, led by David Beckham and Gary Neville, alongside US businessman Declan Kelly and former UK government minister Lord Mervyn Davies, who will both serve as Co-Chairs of the club’s board.
The transition marks a significant strategic shift, aimed at scaling the club’s ambitions across sporting, commercial, and infrastructure sectors, with a focus on long-term sustainability.
A Unique Ownership Model Fusing Football Legacy and Global Expertise
The club’s unique ownership model stands apart in English football. Operating as a members’ club, it brings together nine high-profile individuals and entities across sectors including finance, law, technology, and entertainment.
Key investors include:
- Dream Sports Group (India’s leading sports tech company)
- Frank Ryan (Global Co-Chair & Americas CEO, DLA Piper)
- Colin Ryan (Founder, Clipper Street Capital)
- Nick Woodhouse (Executive Vice Chairman, Authentic Brands Group)
- Shravin Mittal (Founder, Unbound)
This model, inspired by U.S. sports investment syndicates, offers a commercially-driven approach to ownership. It aims for multi-market expansion, making Salford City FC a more global brand while staying grounded in its local roots.
Building on the Class of ’92 Legacy
This strategic move builds on the foundation laid by the Class of ’92 — Gary Neville, Ryan Giggs, Paul Scholes, Nicky Butt, and Phil Neville — who, together with Peter Lim, took Salford City from non-league football to League Two status. While Lim has stepped down as a shareholder, the Class of ‘92 remains involved in the club’s operations, spanning technical roles, football development, commercial strategy, and the academy.
Co-Chair of Salford City FC’s new ownership group, Gary Neville emphasises the long-term vision for Salford City FC, with a clear focus on both footballing success and financial sustainability.
“Football will come first, but it’s critical we drive the club toward sustainability in the next 4–5 years,” he said via press release.
Consello to Lead the New Commercial Strategy
Salford City FC’s new commercial strategy will be developed in collaboration with Consello, a global advisory and investment firm founded by Declan Kelly. Janey Whiteside, former Walmart CCO, will lead growth efforts as Chief Growth Officer, focusing on partner acquisition across the UK, U.S., Europe, and Asia. The goal is to evolve Salford City from a local football project into a global, sustainable brand with strong community connections, elite player development, and diversified revenue streams.
Beckham’s Personal Connection to Salford City FC
Co-Chair of Salford City FC’s new ownership group, David Beckham, expressed an emotional connection to the club’s vision.
“Salford City is at the heart of its community… I’m proud to be part of its next chapter,” he said via press release.
Beckham’s involvement brings significant cultural influence and global brand recognition, particularly in North America and Asia, where he continues to maintain strong commercial sway.
Broader Strategic Implications for the Football Business
This acquisition highlights key trends in the evolving football business:
- Diversified ownership models bringing cross-sector expertise and capital to smaller clubs
- A shift towards sustainability and structured growth, not just on-field success
- Global brand building, even at lower league levels
- Growing interest in football investment from institutional players outside traditional sport ownership
If successful, Salford City FC could become a prime example of how a commercially viable football brand can be built from League Two upward, all while staying true to its local community roots.
