What You Can Learn From Jason Whittingham’s $100M Strategy

AdminAugust 2, 2025

178 5 minutes read

Jason Whittingham is known for his work with Morecambe FC, a small football club in England. He has a special way of handling the club that many people call his “$100 million strategy.” This means he tries to turn the club into something much more valuable over time.

Even if you don’t know much about business or football, Jason’s story can teach you some important ideas about how to make money, take smart risks, and build something that lasts. This article will explain what he did and what you can learn from it.

Football Clubs Are Big Businesses Now

Football isn’t just a game anymore. In England, clubs have become big businesses. They make money not only from matches but also from TV rights, merchandise, sponsorships, and even property.

Because of this, some people buy football clubs as investments. They buy them when they’re cheap, work on making them better, and then try to sell them later for more money.

Jason Whittingham did this with Morecambe FC. He bought the club when it wasn’t very expensive and tried to make it more valuable.

What Is the $100M Strategy?

Jason hasn’t said he has a “$100 million strategy,” but people use that term to describe what he is trying to do.

His plan is:

Buy a football club that isn’t worth much now.
Manage it carefully to save money and make it run better.
Make the club more popular so it can earn more money.
Keep the club until its value goes up, then sell it or make other deals.

This way, he hopes to turn a small investment into a much bigger one.

Buy Something Cheap and Improve It

Jason bought Morecambe FC when it was not very valuable. This is smart because it costs less money to buy something cheap.

The idea is to find things that are “hidden gems”—things that others might not notice but have potential. Then you make them better.

This works for many businesses, not just football clubs.

Run Things Like a Business, Not with Emotion

Many football club owners care a lot about their team and make decisions based on feelings.

Jason focuses more on the business side. He looks closely at money and how to spend it wisely.

Sometimes this can upset fans who want owners to be more emotional. But managing a business well often means making tough, practical choices.

A Football Club Is Also a Brand

A football club is not just about playing games. It’s also a brand—something people recognize and feel connected to.

Jason tries to make Morecambe FC more popular. When a club is popular, it can make money from selling merchandise, getting sponsors, and having a strong online presence.

This teaches us that in any business, your brand and how you connect with people matter a lot.

People Will Watch What You Do

When you own a football club, many people watch what you do. Fans want to know how their club is doing and if the owner cares.

Jason’s time at Morecambe FC had some problems with trust. Fans were worried about money and what would happen next.

This shows it’s important to be open and honest when people care about your business.

Have More Than One Way to Make Money or Sell

Jason’s plan doesn’t just rely on selling the football club. He can also make money by selling other things connected to the club, like media rights or land.

Having many options to make money or sell is smart because if one way doesn’t work, you have others to fall back on.

Know When to Wait and When to Sell

The value of a football club can go up or down based on how well the team plays or for other reasons.

Jason seems to wait for the right moment, like when the team does well, to make his move.

This is a good lesson: sometimes you need to be patient to get the best deal.

Be Ready for Criticism

Owning a football club means people will criticize you sometimes. Fans and media can be very vocal.

Jason faced criticism during his time with Morecambe. It’s important to stay calm, listen, and respond carefully.

In any business, you have to handle criticism without getting upset.

Use Football as a Way to Grow Other Businesses

Jason doesn’t just see the football club as a team but also as a way to promote other businesses or make deals.

This shows how one business can help another grow. Using your business as a platform to do more can increase your success.

Remember the Fans and Community

Even though Jason focuses on business, the fans and the local community are very important.

People care deeply about their football club, and if owners ignore that, it can cause problems.

In any business, taking care of your customers or community helps you stay successful.

Leave Things Well When You Go

How you leave a business is very important for your reputation.

If you sell or give up a business, doing it respectfully helps you keep good relationships for the future.

Jason’s story is still going, but it’s a reminder to always plan your exit carefully.

What Can You Take Away From This?

Jason Whittingham’s story teaches some useful lessons for anyone, even if you don’t know much about business or football:

Look for good opportunities that others may miss.
Run your business carefully, not just by feelings.
Build a strong brand and connect with your customers.
Be open and honest with people who care about your business.
Have more than one plan to make money.
Be patient and wait for the right time to make big moves.
Handle criticism calmly.
Use your business to help grow other ideas.
Respect your community or customers.
Plan well for when you leave your business.

These lessons can help you in many areas of life, not just owning a football club.

Jason’s approach isn’t perfect, and his story is still unfolding. But by understanding what he’s done, you can get ideas for how to think about investing, managing, and growing something valuable over time.