01/11/2026

More Than the Magic: What Is an FA Cup Run Really Worth to Non-League Football?

For non league clubs up and down the country, the FA Cup has always promised the possibility of a fairytale in the making. A favourable draw coincided with a giant-killing can turn any ordinary season into a memory to cherish.

But beyond the romance of giant-killings lies a financial opportunity just as important as the result itself on the pitch.

21/10/2026

“We're Forever Everton!” – But Does the New Home Feel Like Goodison?

For 133 years, Goodison Park stood at the heart of Everton Football Club. Enclosed by the terraced streets of L4, the 'Grand Old Lady' was far more than just a football stadium. It was a place where Evertonians shared memories, developed matchday rituals and established a lasting sense of identity and belonging.
Fourteen months after Everton's first competitive match at Bramley-Moore Dock, the club's new home presents a strikingly different landscape. Overlooking Liverpool's historic waterfront, Hill Dickinson Stadium represents a new era of modern infrastructure, commercial ambition and opportunity.

27/11/2025

How Football Clubs Use Social Media to Engage Modern Fans

Social media has become one of the most powerful tools in football. It’s where fans spend the majority of their time, where storylines develop, and where clubs can communicate directly with supporters in a personal way. Especially for younger audiences, social media is a core part of how they follow the game. As a result, clubs now regard social platforms as a vital element of their fan engagement strategy.

29/10/2025

Inside the Modern Stadium: How Matchdays Became Marketing Experiences

Football fans throughout multiple generations have discovered their deepest happiness through watching their team’s matches, starting from their stadium travels to pre-game excitement until the team's pitch entrance. The traditional football matchday experience served as a sacred tradition which brought supporters together through their collective team spirit and shared values. But matchdays have now changed.

22/10/2025

From the Pitch to the Screen: How Streaming Platforms Are Changing Football Marketing

Football has always meant more than just a game. However, in recent years, things shifted with people now engaging differently. It isn’t solely about the games themselves, but instead connections to football extend beyond those ninety minutes. Football now feels less like a sport, more like shows competing for attention due to the influx of streaming platforms such as Netflix, Amazon Prime, and Disney+. They team up with

13/10/2025

Beyond the Pitch: The Commercial Rise of Women’s Football

Women’s football has never been more visible, more commercially valuable, or more mainstream than it is today. From record breaking attendances to multi-million pound sponsorships and the huge increase in TV deals, the women’s game has shifted into a global sporting industry of its own.

Connor Linnett • 07/10/2025

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.

22/09/2025

From Local Fan to Global Sponsor: Ed Sheeran and Ipswich Town’s Unique Partnership

In modern-day football, shirt sponsorship deals are usually dominated by global brands with deep pockets such as airlines, banks or betting companies. In the case of Ipswich Town however, they took a different route, partnering with one of the world’s biggest music stars Ed Sheeran, and the logo of Sheeran’s mathematics tour has since been the front-of-shirt sponsor for the club since their partnership began, back in 2021, creating one of the most unique sponsorship deals in English football.

09/09/2025

Chelsea’s No Shirt Sponsor: Strategic Marketing & Revenue Impact

When Chelsea unveiled their 24/25 kit for the upcoming season last summer, there was one notable absence, no front of shirt sponsor? For a club of Chelsea’s stature not having a shirt sponsor on their kit most certainly sparked some debate and this was seen as a very unusual move. The value of a shirt sponsor to football clubs is huge and one of the most lucrative commercial assets available to a football club.

08/09/2025

Hill Dickinson Stadium-A new era for Everton

In August 2025, Everton finally opened the doors to their new state-of-the-art stadium located on Bramley Moore dock in Liverpool. The club entered into a long term naming rights partnership deal with Liverpool based law firm Hill Dickinson, which rebranded the stadium name to the ‘Hill Dickinson Stadium’. This initially sparked a debate across social media, mainly from Everton fans, but just why did Everton secure this sponsorship and what are the financial numbers behind the deal that has now become one of the largest stadium naming rights agreements in Europe.