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Mark Harris: Data is a whole new ball game!

Henry Ford once said, “if you always do what you’ve always done, you’ll always get what you’ve always got.” This could easily be applied to how Non-League football clubs go about generating commercial income.
SAVVY: Clubs from Steps 3 and 4 can benefit hugely from being digitally aware PICTURE: Mike Capps

By Mark Harris - Northern Premier League Chairman

Henry Ford once said, “if you always do what you’ve always done, you’ll always get what you’ve always got.” This could easily be applied to how Non-League football clubs go about generating commercial income.
Times are hard and corporate generosity is in short supply.
Some clubs are really good at commerce, but others less so.
Many clubs fish almost exclusively in a pool of local businesses.
Challenge or opportunity
Rarely do national brands now pay purely to put their logo on something.
They demand meaningful engagement with fans, players,...

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