For most non-league football clubs, the idea of rich investors coming in and injecting loads of money into them is nothing short of fantasy, and one that will never come to fruition.
The Wrexham story is inspirational, but there’s no doubt that the Welsh club won the lottery when Ryan Reynolds and Rob McElhenney stepped in with their Hollywood millions.
There are some ways that clubs in the lower rungs of the football ladder can boost their chances, though. Ticket sales are the bread and butter for clubs in the National League, so it’s wise to start there and promote matchdays to a wider fanbase.
Promotions Are Key in Internet’s Top Industries
Any football club in the lower echelons of the football pyramid should think about how they can use promotions to attract more fans.
All the world’s top industries do this, with the online casino industry being a solid model to follow.
There are countless casino offers out there designed to appeal to a greater number of players.
For example, players who first sign up at a site can get 50 free spins to use on selected games. This gives them a chance to get a taste before they spend any of their own funds.
There are also daily offers that give players an opportunity to win cash drops for use on the games.
With these promotions working well for the internet’s top brands, there’s no reason why non-league football clubs can’t do something similar.
To allure fans, clubs could offer free tickets for people if it’s their first matchday. They could also employ spinning wheels or other randomising devices that give spectators a chance to win cool prizes such as tickets, player meet-and-greets and autographs.
Wealdstone FC’s BOGOF Promotion Worked Well
Wealdstone FC introduced a buy-one-get-one-free promotion, which was an excellent way to entice a larger audience for their game against Bromley FC.
This was done in conjunction with the National Lottery Football Weekends campaign, under which eligible fans were able to claim free entry to the match.
These tickets were part of 100,000 that were released to other participating clubs across the country.
Major personalities from the sport helped to drive the campaign, including Ally McCoist self-proclaimed fan of the lower leagues – and Karen Carney.
Community Ticket Schemes Make Football More Accessible
There are a few clubs in the lower leagues that have aimed to make football more accessible through community ticket schemes.
Bradford City FC Community Foundation, for example, provides discounted tickets to some disadvantaged groups so they can enjoy matchdays too.
There has also been a rise in crowdfunding at local clubs, with Worthing FC raising £43,000 in 2020. The club had some innovative ideas to raise money, including rewards such as playing alongside the first team.
All national league football teams should think about how they can use promotions to get more people involved. As shown with cases such as Worthing’s crowdfunding, these promotions can go way beyond simply offering free tickets to matches.
