Russell has over 20 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.
Favorite sports memory?
As a spectator watching Europe win the Ryder Cup in Paris (with friends). A truly amazing experience. Wolves v Man U in the quarter final of the FA under the lights is a very close second
Your global sports Mount Rushmore:
Steve Bull (easily no.1!), Tiger Woods, Michael Jordan, Ron Flowers
Which world leader would you put in goal?
Has to be Donald Trump (he’s allegedly already played in goal for Wolves - https://www.mirror.co.uk/sport/football/news/donald-trump-wolves-goalkeeper-president-34056213
Which athlete would you want to be world leader?
Conor Coady
Best rivalry:
USA v Europe (Ryder Cup)
A sign that the world of sport is shrinking:
Can’t remember the last time I saw kids playing football in the street
Where would the Great Game Lab find the quintessence of global sport?
On the beaches of Mumbai playing cricket
Question you'd most want to ask other fellows?
How can we use the power of sport to make the world a better place?