Arguably one of the most eye-opening stories emerging from the lower echelons of non-league football is one of both inspiration and awe.
In 2018, CCFC (Clapton Community Football Club), was born out of disillusionment with the mismanagement and perceived unethical conduct of the original Clapton FC owner, Vince McBean.
The premise of CCFC is that it was completely fan-owned; created to emphasise that the club is a Community Benefit Society (CBS), which means that every member has a say and holds an equal vote regarding the club’s direction. This includes everything from kit design to financial decisions.
Power Of The Protest Shirt And Viral Success
Almost immediately, the club gained global recognition by launching an away shirt that was dedicated to the International Brigades of the Spanish Civil War, which had the slogan “No Parasan” (They Shall Not Pass).
It was an instant viral accomplishment, with an astonishing 15,000 shirts sold globally, including 5,500 to Spain, generating fundamental funds which would later prove to be crucial.
As a non-league club, CCFC has somewhat of a unique marketing edge which has helped it to stand out and gather support from around the country (and world). Essentially it is the only politically-leaning club in England with a policy based around a left-leaning, anti-fascist, and inclusive “Ultra” culture (ironically the term ‘ultra’ is associated with violence in European football).
The club’s fierce stand against racism, sexism and homophobia has helped to put it on the map, while it also has a firm Anti-Apartheid stance, with the club formally voting to support the Boycott, Divest and Sanction (BDS), call from Palestine, which firmly cemented its political commitment.
Indeed, this is an issue that has been met with recent scrutiny. When its women’s team played against Dulwich Hamlet last summer, home supporters took umbrage at pro Palestine flags being waved by away supporters; a story that gained national media attention. Indeed, stadium owners Maidstone United called the game off.
What this success has proven is that clubs at a lower level of the English football pyramid that adopt a socio-political angle that leverages the power of shirts and stances, can draw major global attention and now, with the reach of social media, it is a tactic that has proven to be particularly savvy.
Differentiating from the rest of its competition at that level, CCFC has found a way to stand out and make sure that it gets the funding that is required to not only survive at grassroots level, but excel.
How Effective Can Politics Prove To Be In Football?
Now with the ease at which social media can be utilised, CCFC has proven that any football club that gets behind and adopts a particular policy can significantly influence the game and the way in which issues are perceived.
CCFC now has a platform to affect change in the wider game and football is its primary asset in which to do so.
Getting behind such policies has also accumulated considerable support in the community of Clapton in addition to substantial publicity which has been key to its quest to raise awareness.
Matt Tomiak