OXFORD United will focus on marketing within the county before exploring countries such as Indonesia.

The club appointed Adam Benson as chief commercial and marketing officer earlier this month and he was asked whether he would target Indonesia, where United’s majority shareholders Anindya Bakrie and Erick Thohir hail from.

Benson told BBC Radio Oxford’s Five Minute Fans Forum: “First and foremost, like with any club or place I go into, I want to understand the place first.

“Most importantly, understand the employees, the history of the club, what makes it work, what’s working and not working, where the opportunities are and importantly, where the improvements are.

“Any club nowadays, particularly an ambitious club, needs to be aware of what’s happening or potential opportunities internationally.

“That can never be at the expense of forgetting where your roots are and where you’re from.

“It would be naïve of me to not think that we’ve got opportunities internationally but very much we need to make sure we get things right on the ground here in Oxford and Oxfordshire.”

On the possibility of the club opening a shop in the city centre, Benson said: “The reality is city centre stores, not just for us but most clubs, are hugely expensive.

“Last time we were there, we lost a lot of money and it wasn’t commercially viable.

“However I do want to see more of a presence for Oxford United in and around the city.

“We’re exploring some opportunities around concessions in other stores and also how we can get more exposure for the club in and around Oxford.”