Mark Fairbrother, Millwall Managing Director: “Judge Us By Our Actions Not Our History”: Reshaping Millwall’s Image

Mark Fairbrother, Millwall Managing Director, ‘This is How We’re Reshaping the Image of Millwall’

This week, we’re delighted to welcome Millwall’s Managing Director Mark Fairbrother to the show. This is a football club that many people both in and out of football have a preconceived idea about, built around historical associations with hooliganism and social unrest. These perceptions are rooted in media portrayal, cultural symbolism and sociopolitical factors rather than the club’s present day values.

So, what does the Millwall of today represent and stand for? Off the back of a hugely successful Championship campaign which saw the club fighting for a play-off spot on the last day of the season, eventually finishing 8th, Mark is building both a club that can push the boundaries of its modest budgets (comparative to their competitors) and act as a pillar of the community. Football clubs are more influential than ever to the people that support them and localities they serve; this is a club going a step further.

We’re very excited to bring you this; an insight into one of England’s most notable clubs intent on rooting itself high up the football pyramid. 

On today’s show we discuss:

The Millwall Identity:

• What makes Millwall unique and why does the club's reputation precede it?

• How does the club lean into its history without being constrained by outdated stereotypes?

• What does “no one likes us, we don’t care” mean to the leadership today? Is it a challenge or a strategic asset?

• Can a club change how it’s seen without losing its soul?

Running a Championship Club:

• How do you balance short-term results with long-term stability in a volatile league?

• What are the day-to-day commercial realities of Championship football?

• How does Millwall approach player trading and squad investment with limited resources?

• How do media rights and the recent Sky deal affect clubs like Millwall?

• Is the EFL sustainable as a whole or are financial disparities becoming too great?

Football Business vs. Football Culture

• What are the pressures of running a club where emotion runs high, but margins are tight?

• How do you manage fan expectations while still being fiscally responsible?

• Is the modern football club more like a community anchor or a business enterprise and what happens when those two pull in different directions?

• What’s the biggest misconception fans have about how football clubs are run?

Millwall's Future

• What does success look like for Millwall? Is it promotion, survival, or something else?

• How is the club investing in infrastructure, community, and culture to grow sustainably?

• What are Millwall’s ambitions on and off the pitch in the next five years?

• Can the club compete with parachute-funded rivals while staying true to its values?

• What role does leadership at club level play in shaping the future of the Championship?