Burnley Football Club has named former Manchester United Executive James Holroyd as its new CEO.
In his new role, Holroyd will spearhead the club’s off-pitch strategy, looking to improve Burnley’s brand, commercial standing, fan engagement and global growth. These areas have become particularly important, as the club recently confirmed its place in the Premier League next season.
Holroyd will take up the position this summer and report to Chairman Alan Pace, who noted the new CEO’s track record as it “speaks for itself”.
The most recent position Holroyd held was Chief Commercial Development Officer at Manchester United, where he worked for 14 years. While United’s on-pitch success may have deteriorated during that time, the club continues to be a leader commercially.
Before Manchester United, he also spent 14 years at Adidas, where he drove business innovation.
Pace continued: “Just as importantly, he shares our values, our hunger to innovate and our belief in football as a force for good. With James on board, we’re ready to accelerate our ambition, turning vision into impact and purpose into progress, at every level of the club.”
A new chapter
Burnley sees this appointment and its promotion as the start of a new chapter for the club. However, success isn’t guaranteed and remaining in the English top-flight has become harder than ever before for newly promoted sides.
It looks as though all three clubs promoted to the league this season will be relegated, which was also the case last season. Though Burnley will understand this, as it has faced relegation and promotion four times in the past four seasons.
Commenting on his new role, Holroyd said: “I’m excited to be joining Burnley Football Club at such a pivotal time as we return to the Premier League. This is a club with a proud history and one of the most loyal, passionate fanbases in football.
“It’s a privilege to serve a club that means so much to its supporters, and I’m looking forward to working with everyone involved to build on what’s been achieved and shape an ambitious, exciting future together.”
