Bruce said this would change the perception of the club, and that would enable it to attract better players.
“The third step is building a good commercial engine,” he said. “We’re not doing that to make you feel uncomfortable, but we’ve got everything to sell.
“The front of shirt, sleeves, kit assets, perimeter boards, premium spaces in the stadium, and that will all be key to us being successful in the transfer market.”
After taking more questions about the future of Hillsborough and the way the club’s executive team would be set up, Bruce invited fans to “join him on the journey”.
“We want a rocking Hillsborough next season because if that place is rocking you’ll feel better, the players will perform and we’ll get out of this league quicker than we thought.”
