This follows a substantial investment by The Unique Group, marking a major step forward in the club’s ambition to grow commercially and become more financially sustainable.
This commitment from Bradley and The Unique Group not only brings significant financial support but also a hands-on leadership pledge to transform the club’s commercial operations. As part of the agreement, Unique have also renewed its role as the club’s principal shirt sponsor for a further two seasons, reaffirming its dedication to Poole Town’s long-term success both on and off the field.
Strategic Leadership and Commercial Vision
Bradley’s involvement includes the deployment of full-time resources, and a modern leadership structure focused on enhancing commercial revenues, forging strategic partnerships, and establishing sustainable financial practices as the club prepares for the upcoming season and beyond.
Bradley Williams said:
“This is more than just a business opportunity—it’s a personal commitment. We believe in this club’s potential and want to help unlock it through modern, reliable commercial systems and a results-driven approach. Our goal is long-term sustainability, stronger partnerships, and a club that thrives both financially and on the pitch.”
Supported by his co-director Craig Moore, Bradley will oversee a revitalised commercial department that includes the full-time appointment of current Commercial Manager Ben Edgell, forming part of a new structure designed to improve performance and delivery.
Connecting Teams and Rebuilding Partnerships
A key part of this new chapter is a commitment to bridge the gap between Poole Town’s junior and first teams, fostering a more unified club identity and creating a clear development pathway for emerging talent. In addition, Bradley and his team are focused on rebuilding the trust and engagement of past and present sponsors, ensuring all partners experience transparency, value, and pride in their association with the club.
A New Era for Poole Town Football Club
The club’s board of directors has welcomed the partnership, recognising the strength and energy of a young, driven commercial team backed by a proven track record of business success. With the support of The Unique Group and the introduction of modern commercial systems, Poole Town is entering a new era of growth and development, with fans, sponsors, and community stakeholders at the heart of the journey.
Chairman Chris Reeves commented:
“This is such an exciting appointment. We have had a relationship with Brad and Unique Group for a number of years now and have witnessed at first hand the growth of the company and the enthusiasm and commitment brought to bear by both Brad and Craig in all that they do. To have that enthusiasm and commitment directed towards our endeavours to drive the Football Club forward is a great prospect. Their additional financial support leading to us being able to retain Ben Edgell’s services on a full-time basis gives us a huge platform to go forward from. I look forward to a long and happy association with Brad and his company.”
Vice-Chairman Andy Rossiter added:
“This is a real turning point for the club, we are delighted to welcome Brad on board as our new commercial director and look forward to working with him to strengthen our commercial operations and drive sustainable growth. Brad possesses a wealth of experience in building strong brand partnerships and cultivating sustainable business growth. In conjunction with the financial support provided, it will aim to reflect the values and aspirations of our club, our supporters, and our wider community; this appointment marks another important step in our commitment to building a robust and ambitious future for the club, on and off the pitch.”
