Merch into business model with Bohemians FC - Turnstile Talks

More Than a Shirt: How Bohemian FC Turned Merch into Their Business Model

38 min
May 2, 2025

What if your club shirts didn’t just cover costs - but actually funded your football?

In this episode of Turnstile Talks, we explore how Bohemian FC - a fan-owned Irish Premiership club - turned their shirts into a global brand and their largest source of revenue.

Joining us are Daniel Lambert, COO of Bohemians, and Harry Salmons, Brand Strategist at Edition Partners, in conversation with moderator Thom Airs.

Listen now to learn:

    • How merchandising can fund your football operations
    • Why authenticity and execution both matter
    • How cultural relevance is becoming football’s next battleground

Speakers

Daniel lambert Bohemian FC

Guest | Daniel Lambert

Bohemian FC

Harry salmons edition partners

Harry Salmons

Brand Strategist at Edition Partners

Thom Airs

Host | Thom Airs

Journalist

In Episode 2 of Turnstile Talks, we speak about how this fan-owned Irish Premiership club transformed their kits into cultural statements — and into their biggest revenue source.

“For us, shirts are more than kits. They’re our identity, our story, and our budget.”
Daniel Lambert

 

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