Barnsley's only season in the top flight of English football, 1997-98, was Linton Brown's last in the professional game.
The striker, who had come from non-league to be cult hero at hometown club Hull City, then ventured into the business world. While the Reds spiraled down the Football League and almost went out of business, Brown made a name for himself as a savvy commercial operator and eventually spent eight years back at Hull as commercial director, overseeing their rise from League One to the Premier League.
After making a move to rugby league side Hull KR which did not work out, he was brought to Oakwell’s commercial department in April.
Linton said: “Barnsley has been in the Premiership and it has got all the right ingredients to get back there. The infrastructure, training facilities and academy are better than at Hull. There’s a long way to go but the club has a lot of potential.”
Brown has already negotiated lucrative deals for ‘club partners’ and ‘club sponsors’ as well as the naming rights of the East, West and North stands at Oakwell with Pukka Pies, Hayseldens and Palmer Construction, respectively.
Early discussions have taken place over the naming rights of Oakwell, as chief executive Ben Mansford has previously stated. Linton also oversaw the refurbishment of the executive boxes to ‘bring them in line with other clubs’ and they have sold out for the first time ever this season. More money-making opportunities arrive next summer with the ending of the current contracts with the club’s kitmaker and the operators of the concourses and shop.
“The ultimate goal is to make the club self-sustainable.” said Linton.
“We are trying to maximise commercial revenue streams in the face of the relegation and the League One salary cap. There was a lot of untapped potential in Barnsley and areas that we previously hadn’t explored. We have engaged with local businesses and made them feel part of something and had a massive response. I am enjoying it immensely.
"We sold ourselves as an ethical club which is based on sound business principles and we’ve had an overwhelming response. We have been into schools to donate tickets on behalf of C.K. Beckett as part of our community project.
“Danny Wilson and the staff have been fantastic in supporting our commercial activities, which is crucial. If we can generate more commercial revenue and income for the club, it will prove invaluable for Danny on the recruitment front.”
Brown made his name in non-league football with Guiseley and Bridlington, with whom he played at Wembley in the FA Vase final, before signing with Hull. The striker – who says he was ‘very fast and hard-working’ – played alongside Dean Windass and scored 26 goals in 136 games for the Tigers before moving to Swansea for £60,000.
He drifted back into non-league football in his late 20s and worked in the family property business before returning to Hull in the commercial department.
Mansford said: “Linton is very commercially savvy and has done a fantastic job, building on the work of Rachel Hearne who is on maternity leave. We know there has been a perception that the club does not listen to supporters. That’s why we are having fan engagement forums and going out into schools and businesses. We take the players out there and it helps having players who want to be at the club.
"We tailor deals to individual companies. Some want to have a good time on matchdays, some just like supporting the club and some like to get their name out there. We are the last icon left in the town after the miners and the glassblowers and we are proud of that.”
