Today we’re going to go beyond basketball and take a walk on the football pitch. It won’t be one of the Slovenian football pitches, but it will be the pitch and everything around it of Farnham Town FC, who play in the English lower leagues. I discovered the club on YouTube by accident, because the algorithm directed me there, suggesting I watch the video “How this club is transforming Non-League”. My interest was piqued, I clicked on it, watched it and was impressed by the video. I interviewed Tom Bore, who you will meet below.
I discovered your club through the YouTube algorithm, which recommended a video titled “How This Club is Transforming Non-League Football!” Intrigued, I clicked and watched it. Could you please introduce yourself and your club, and share the initial vision you had for Farnham Town when you first got involved? Has that vision changed over the last 18 months?
My name is Tom, and I’m responsible for Club Development at Farnham Town. Alongside three others, I became part of the Club at the beginning of the 2022/23 pre-season as part of a group dubbed ‘Project Sphere,’ led by our current Club Director, Harry Hugo. Our initial vision was clear: to transform the matchday experience at Farnham Town, aiming to establish it as “the best non-league matchday experience.” Fortunately, there is an incredibly talented team handling all matters across the Club that inherited and shares our vision from 2022, meaning this vision continues to guide our decisions, driving improvements in infrastructure and on-field strategies.
Your club has implemented some unique marketing strategies, such as viral Match Day meals and influential shirt sponsors. How have these initiatives impacted your online and offline presence within the community? How do you approach new sponsors, and what factors influence their decision to support Farnham Town FC?
Our approach has had a profound impact on both our online and offline presence within the community. Firstly, our weekly hour-long ‘All or Nothing’ styled behind-the-scenes videos showcasing the day-to-day operations of Farnham Town have gained significant traction with fans globally, not just locally in Farnham. This initiative has contributed to a remarkable increase in our social media following, with our social channels collectively gaining over 100,000 new followers this season alone.
Initiatives like Mystery Kitchen are implemented to improve the matchday experience, whilst capitalising on the social impact, leveraging FootyScran to further enhance our online presence and engagement. In terms of offline impact, we’ve seen a remarkable 260% increase in matchday attendance over just two seasons. This surge in attendance can be attributed to immediate improvements made to the ground, including the addition of two new stands (one seated, one standing), a new food truck, increased beer pumps in the clubhouse, a new outdoor drinks bar, a scoreboard, a tunnel, a gantry to improve the quality of recorded highlights, a new toilet block – I could go on. These enhancements have transformed the matchday experience at our ground, addressing previous issues such as lengthy queues for food and limited choice.
Overall, the improved matchday experience has not only attracted more fans but also encouraged repeat attendance. By continually enhancing both our online and offline presence, we’ve successfully created a vibrant and engaging community around Farnham Town.
Considering the importance of social media, particularly platforms like TikTok, YouTube, and Instagram, how do you leverage these channels? Can you share some successful strategies?
We employ a tailored approach to leverage each social media platform effectively, recognising their unique strengths and audiences. For instance, on TikTok, we capitalise on trending topics to maximise engagement, whereas on YouTube, we focus on educational long-form content.
We recently commenced YouTube Shorts output to leverage the platform’s commitment to the placement, presenting favourable growth opportunities. Our approach to content creation is professional and dynamic, with our talented team of editors, videographers, and graphic designers consistently delivering high-quality content. This commitment to excellence ensures that our output maintains a Premier League-level standard. Collaborations with prominent creators such as the Sidemen and Pitchside not only facilitate further audience expansion but also provide opportunities for sponsorship within the club, enhancing our visibility and credibility.
By continually refining our strategies and embracing new opportunities within each platform, we aim to consolidate and expand our presence across social media channels, with the ultimate goal of continuing to increase sponsorship income – courtesy of the increased impact we can offer as a club. It works as a great recruitment tool, as a bonus too!
What were some challenges you faced in transforming Farnham Town, and how did you overcome them? While on-field results are important, do you believe there are other ways to enhance the match-day experience for fans?
Farnham Town’s transformation has presented us with several challenges, but we’ve navigated them with strategic planning and adaptability. Initially, the increased attention surrounding Farnham Town exceeded the capacity of our infrastructure, leading to issues such as lengthy queues and product shortages on matchdays. These challenges posed a risk to fan retention and revenue generation. However, by swiftly addressing these infrastructure shortcomings through the aforementioned improvements, we managed to mitigate these challenges and enhance the overall matchday experience.
Furthermore, our diverse content strategy enabled us to maintain engagement with fans even during periods of on-field adversity. By shifting the focus beyond just the first-team’s results and highlighting various aspects of the club, we sustained growth despite initial setbacks. Fortunately, under the leadership of Paul Johnson, the club’s on-field performance has significantly improved, further bolstering our engagement with fans.
Looking ahead, we remain committed to continuous improvement, with plans to further enhance our facilities and offerings, such as enhancing turnstiles, ticketing systems, and merchandise offerings. However, we recognise the importance of ensuring sustainable growth too. Each proposed change at the ground is carefully evaluated and prioritised based on available funds and potential impact, ensuring that our growth trajectory remains steady and sustainable as we move into higher tiers of English football.
How does Farnham Town engage with the local community, and why is this important for the club’s growth and success? Additionally, could you discuss the importance of financial sustainability for smaller clubs and offer recommendations for achieving it?
Farnham Town’s engagement with the local community goes far beyond social media and on-field performance. We understand the importance of fostering strong ties with our community and we employ various initiatives to achieve this. Our Schools Outreach programme is a cornerstone of our community engagement efforts, with over 10,000 tickets gifted to local schools each season.
This initiative encourages interaction with the club and fosters a sense of belonging among young fans. Additionally, we provide 1,500 tickets to parents of youth team players, further strengthening our ties with families in the area. Collaborations with local charities such as the Farnham Foodbank and the Farnham Hedgehogs demonstrate our commitment to supporting our community beyond the realm of football. We also offer football opportunities for all ages, from our Mini Monsters, starting at those aged 4 and up, to our Vets and Walking football teams.
From the 2024/25 season onward, there will also be a Women’s football team playing at The Memorial Ground. Furthermore, our club grounds host various community activities, including a running club and other group bookings, fostering a sense of inclusivity and accessibility. Sponsorship from local businesses that enjoy attending Farnham Town matches has been instrumental in ensuring the club’s stability, growth and continual improvement. These partnerships not only provide financial support but also contribute to the overall vibrancy of our community engagement efforts.
Our strong relationship with the town’s community not only enhances our attendance and revenue but also attracts national brands seeking to align themselves with our values. Partnerships with brands like Brewdog and our soon-to-be-announced shirt sponsor for the 2024/25 season highlight the appeal of our community-centric approach to potential sponsors.
In your opinion, what budget is needed to operate a non-league football club in England to replicate what Farnham Town FC is doing? How many staff members are essential for replicating your model, and what team-building activities do you employ?
Determining the budget needed to replicate what Farnham Town is doing is a complex matter with no one-size-fits-all answer. While access to funds can certainly expedite certain improvements, the key lies in how those funds are allocated and utilised. In many instances within non-league football, funds are disproportionately allocated to playing budgets, neglecting crucial infrastructure investments.
At Farnham Town, we’ve prioritised areas where the greatest impact would be felt first, such as enhancing our social media presence and community engagement initiatives. Though investments like building new stands and installing scoreboards have aided improving matchday experience, it will not immediately yield returns on investment. Transforming social media output and increasing interaction doesn’t necessarily require a significant financial investment. Platforms like TikTok offer vast reach with minimal resources, requiring nothing more than a smartphone to connect with millions of users.
While creating a weekly vlog may be challenging on a shoestring budget, focusing on leveraging strengths and resources effectively can yield impactful results. Furthermore, fostering an environment that encourages volunteerism and maintains their involvement is crucial. Volunteers form the backbone of our club, from groundsmen to bar staff, turnstile operators to cleaners. Without their dedication and support, much of what we achieve would not be possible.
Building a strong volunteer base is essential for sustaining the club’s operations and ensuring its continued success. In essence, while financial resources certainly play a role, strategic approach and leveraging existing strengths and resources effectively are equally, if not more, important in replicating Farnham’s model.
Could you share the story behind moving your sports bar and its impact on the club? Also, please explain the “£10 theory” and “Mystery Kitchen” initiatives. What benefits have these brought?
The transformation of our sports bar at Farnham Town Football Club, overseen by Club Director Ed Kelsing, marked a significant turning point for our club. Several years ago, the clubhouse underwent renovations, transitioning from a dated function room with limited exposure to a bustling bar capable of accommodating hundreds of fans. These improvements, combined with recent enhancements to streamline service speed, have had a profound impact on our club’s financial health, allowing us to generate substantial income beyond ticketing revenue on matchdays.
One of the key strategies we employed to maximise revenue and improve the matchday experience was the implementation of the “Mystery Kitchen” initiative. Recognising the need for additional food options to address long queues and limited choices at the existing burger van, we introduced Mystery Kitchen as a secondary food outlet. This initiative not only alleviated congestion but also capitalised on social exposure, further enhancing our brand visibility and engagement.
The “£10-a-head theory” has been instrumental in guiding our approach to matchday operations. This theory reflects the correlation between attendance and revenue, with an approximate £10 contribution per attendee. By understanding and leveraging this principle, we have been able to strategically prioritise improvements aimed at increasing this figure and maximising revenue potential.
Looking ahead, what plans does Farnham Town have in both the short and long term?
Everyone at the club remains ambitious and committed to exploring opportunities for growth and improvement to solidify and improve our position. In the short term, we’re thrilled to announce the launch of our women’s football team this summer, a significant step forward in expanding our club’s reach and inclusivity.
Additionally, we are dedicated to enhancing our youth development program, ensuring that we provide a pathway for young players coming through the ranks of Farnham Youth teams to progress and thrive within our club. In the long term, we have several projects in the pipeline that aim to further elevate our club. Discussions are underway regarding potential improvements to our ground and playing surface, with the goal of enhancing both the matchday experience for fans and the quality of play for our teams.
Based on your experience, what advice would you give to other sports clubs aiming to transform their operations and increase their profile? What would be the easiest first step to take?
To effectively transform their operations and increase their profile, sports clubs should prioritise two key strategies. Firstly, harness the power of social media as a tool for engagement and growth. By understanding audience preferences, monitoring trends, and consistently delivering high-quality content, clubs can expand their reach and engage with fans on a global scale for minimal outlay. Secondly, focus on listening to the needs and desires of the local community. By addressing these needs and fostering a sense of belonging among supporters, clubs can attract and retain fans while building a strong foundation for future success. By prioritising these strategies and fostering a culture of innovation and collaboration, sports clubs can navigate the path to transformation and elevate their profile in the sports world.
Conclusion
First of all, I would like to thank Tom Bore for taking the time to answer our questions during the season, and I would like to congratulate all the members of Farnham Town FC on their promotion.
Certainly the case of Farnham Town Football Club is a fine example of how you can write a great sporting story by investing in the club and not just in the first team. With this approach, more clubs could show that a match is more than just an event on the pitch. If more sport clubs in Slovenia would use this approach, I believe that in the long run it would revive the sleepy fan communities in Slovenia and also create a lot of new fans who would support the teams even in case of defeats, because the action on the pitch/floor is just one part of the whole event.
