Anfield Wrap have seen their business grow through support from Local Growth Hub.
Anfield Wrap produce audio and video content primarily focused on Liverpool Football Club for a global audience of fans from their base in Liverpool City Centre. Their business model is largely subscription based with additional revenue from advertising, production work and running live events around the world.
When looking to grow their business they originally sought support from Growth Platform to support their international expansion.
John Gibbons, Head of Partnerships & External Content at Anfield Wrap explains:
“We were initially supported in applying for an export grant for work undertaken in the USA. The match funding grant for the USA was vital in making the travel financially feasible and achieve everything we wanted to from the trip.”
Anfield Wrap accessed the export grant through the Liverpool City Region Export Support Programme and they were also able to take advantage of a business diagnostic tool which analyses key areas and helps businesses to draw up an export action plan, identifying barriers, market opportunities, research needs and export funding requirements.
Through this support they were introduced to Claire Pedersen, High Growth Account Manager for the Local Growth Hub who works with businesses in the Liverpool City Region that demonstrate high growth potential to innovate, adapt, and grow. Claire initially supported John with the export grant application process and then with their long term growth strategy.
Through the high growth account management programme businesses have access to a dedicated account manager who have a thorough understanding of the business support landscape and will work with the business to provide advice on what funding and support may be available to help them grow and connect them to the support that will best enable this.
John explains the value this account manager support gave to their business:
“Since receiving our initial support we have had one-on-one meetings with our account manager who has looked at every aspect of our business and recommended both strategy for growth and introduced us to their network who can support us make it happen.
“The advice given is helping us build our future growth strategy for different parts of the world. We have also gained introductions to key decision makers in the area who can hopefully support us further.”
After an initial meeting, Claire provided introductions to further business support in the Liverpool City Region which focused on the key areas for growth that were determined to be of most benefit for Anfield Wrap.
John explains:
“I was delighted to be recommended by my account manager for the LJMU Scale Up MBA, which I was accepted on to and started in September 2024. This is a fully funded programme which makes it incredible value for the business and will give us a defined pathway and plan for growth.”
Further to this personal development for John, the business has been able to make valuable connections to continue their international business growth.
John continues:
“I have also been introduced to members of the Department of Business and Trade to further assist with export and growth, as well as the visitor economy department at Liverpool City Region Combined Authority and Marketing Liverpool for further support as we showcase Liverpool globally with our activities.”
The support received so far and the development that this has enabled means that the Anfield Wrap are now looking to the future and have big ambitions for the next five years with a clear focus on how to achieve them.
John says:
“I would love to take our turnover from £1.2m to 2m in this time period. This feels achievable with the possibilities of Liverpool FC’s world-wide supporter base, especially if we increase our travel. We are also looking to increase our revenue from outside production, which has already seen an increase this year.”
Claire Pedersen, High Growth Account Manager says:
“Anfield Wrap are a great example of the exciting creative businesses we have right here in the Liverpool City Region and it’s been fantastic to support them on their business growth journey.
“Through this support they’ve been able to realise their own high growth potential and I look forward to continuing to work with them to meet their ambitions.”
When asked what advice he has for other businesses looking to grow within the Liverpool City Region John said:
“Definitely look to work with organisations that are out there to support you, especially Growth Platform. The more people you speak to the more opportunities you will realise are out there for businesses to work and grow. Especially in a city like Liverpool, the more you can become part of the wider business community, the better your chances for success.”
The Local Growth Hub is a service under the businesses support brand Growth Platform, managed by the Liverpool City Region Combined Authority.