Building revenue beyond the pitch: Commercial strategies for non-League football clubs

Non-league clubs sit at the heart of communities across the UK and are an essential part of English football. It is clear than non-league clubs face financial challenges different to elite level football clubs, for example, limited TV money, smaller fanbases and fewer big name sponsorships. However, with creativity and community driven thinking, they can still build sustainable revenue streams. The purpose of this article is to explore these commercial strategies that these particular clubs have to adopt and generate financial income, strengthen their bond with loyal supporters and grow their digital platforms.

Matchday Revenue Innovation

For many non-league football clubs, matchdays are the single biggest source of income but simply relying on ticket sales can, these days, not be enough. These clubs simply need more and need to come up with ideas to increase their matchday revenue on top of ticket sales.

Food & Drink partnerships are a strategic way to add value to matchdays. Working with local breweries, independent coffee shops, bakeries or food trucks can elevate the matchday experience and increase fan satisfaction and therefore, most likely, increase fan spending. Similarly, small scale hospitality packages for fans such as, reserved seating, a pre-match meal, or post-game access to meet the manager can all provide a premium experience at an accessible price point allowing clubs to generate more matchday revenue.

The idea of Fan Zones outside the stadium is another potential revenue stream for clubs. Setting up pre match entertainment (music/junior activities) and something which is engaging for fans can transform the ground to more than just a venue and become a hub for the community. This will improve the matchday experience for fans and boost the average spend per fan, therefore further increasing the matchday income for non-league clubs.

Local Sponsorships & Business Partnerships

Unlike Premier League clubs who target global brands, non-league sides tend to target and engage with local businesses. Sponsorships at this level is less about global exposure and more about community connection.

Perimeter boards, matchday programme adverts, or shirt sponsorship deals with local businesses such as, cafes, gyms, or trades are often more affordable but highly effective at this level. Local firms benefit from visibility in front of a loyal supporter base, while clubs build a sustainable commercial network rooted in their community which all contributes towards increasing revenue for the club.

An example of this is clubs such as Dulwich Hamlet who have shown how creative partnerships can resonate with fans. Their kits have featured local breweries and various other local organisations which reflect the identity of their area and help towards generating an increase in revenue for the club.

Community Driven Revenue

One of the biggest assets that non-league clubs have is their relationship with supporters. Loyal supporters of non-league clubs tend to be more than just ordinary fans and are often volunteers, investors and advocates, they are the soul of the club in many ways.

An example of community driven revenue streams for clubs could be membership schemes. This would be where supporters pay a small monthly fee for benefits such as ticket discounts and exclusive content which can provide a steady and stable income stream for non-league clubs.

Crowdfunding campaigns have also proved effective for projects such as stadium upgrades or subsidised away travel, with fans willing to contribute because they feel genuine ownership of their club’s future, further showing how the community base is the real backbone for many of these clubs.

Volunteer support is another huge asset for non-league clubs, from programme sellers to media managers. This is engaging fans as not just spectators but as contributors and also helps towards reducing operational costs for the club.

Digital Marketing & New Media

The modern world and technology have opened up new possibilities for even the smallest clubs. The biggest example of this is streaming matches, which can help massively to generate additional revenue from fans who may be unable to attend in person. Even a low cost camera set up and showing matches on platforms such as YouTube can create extra revenue for clubs who can run a donation based model.

Social media storytelling has also transformed visibility. Again, using the power of social media sites such as TikTok, YouTube and Instagram, clubs can share behind the scenes footage and content, including player interviews, manager team talks or match highlights. Various non-league clubs such as Dorking Wanderers have gone viral through this and this has been highly beneficial for them in regards to generating revenue. This not helps financially, it builds a wider audience and can also attract sponsors who are keen to tap into that engagement and is therefore an idea for all clubs to try out.

As well as this, selling merchandise online is another avenue worth exploring. This has the potential to go beyond the physical ground platform and allows clubs to generate income even on non-matchdays. Selling limited-edition kits, retro shirts, or collaborations with local artists online gives clubs the chance to extend their brand identity whilst also bringing awareness to the club.

Conclusion

To conclude, there are many commercial strategies for non-league clubs to generate revenue off the pitch. Non-league football may never compete with the financial firepower of the Premier League, but by embracing innovation in matchday experiences, engaging with local businesses and utilising the power of digital marketing and social media in today’s society to reach wider audiences, these clubs can build sustainable and community focused revenue streams to ensure for a successful future.

For football marketers, non-league football provides some of the most creative and authentic examples of commercial strategy in action. It proves that success is not only about global sponsorships or multi-million pound deals, but about understanding your audience, building strong partnerships, and making football more than just a game.