I’m about 30 minutes through this Shi interview and I’ve had to take a little break. He’s full of contradictions.
He speaks about growing the fanbase by building a brand - he mentions Man City & Man Utd. He discusses how Wolves can work towards building a fanbase like those clubs. Those clubs have loads of fans outside of Manchester because they win stuff. Being successful on the pitch generally opens door to other stuff. Growing up in rural Shropshire, the reason 90% of kids at my school supported Man Utd and not Wolves, like me - was because they won every week and it was the easy choice. Most/all of those kids have never stepped foot in Old Trafford. They supported them because it was easy. Because they won a lot, which meant more exposure, and who doesn’t want to support the best? It’s easy being a fan when your team wins all the time, right? If you’re not actually interested in going to games, and just like the bragging rights of supporting a team that wins more often than not, in the 90’s, you picked Man Utd.
This generation it’s the same for City. You don’t get loads of young Manchester City fans walking around South Oxfordshire because they have a deep rooted relationship with the club - most of them support them because they win stuff. They have the big name players, they spend the most money and it’s easy to support them because they win more games of football than they lose. It’s completely different to a club like Wolves where most of us follow them because they grew up in the area, or their dad/mum/grandparent supported them and passed the baton on.
This idea that building an esports team, or a music label - or whatever wacky idea Shi comes up with next - to grow your brand and ultimately your fanbase, is delusional. You build a fanbase by growing your CORE set of fans - not by alienating them or pricing them out.
He also talks about it being “easy to break even” by finishing mid table every season. So you have it there - that’s the ambition, straight from the horses mouth.