Russell has over 15 years’ experience in the sports industry having held senior roles at the IAAF, Aston Villa and Wolverhampton Wanderers (Wolves).
Russell leads the marketing and commercial growth strategy at Wolves, which is built around ‘daring to be different’ and being ‘always on’. This brave approach has seen the club localise media content for 7 key markets and diversify the Wolves brand into new verticals such as fashion, gaming, esports and music.
A focus on esports has seen Wolves launch professional teams in Europe, China and the Americas. Game titles include FIFA 22, Rocket League, Le Mans Virtual Series, Identity V, Honor of Kings and Call of Duty.
Aside from esports, in September 2021 Wolves teamed up with Warner Music to become the first English football club to launch a record label. Wolves Records unites the power of sport and music to provide local and international talent with life-changing opportunities.
This progressive approach has seen Wolves become the fastest growing football brand in Europe and one of the top 20 most valuable football brands in the world.