For non-league football clubs it can be hard to attract support, especially when there are so many people who may support a team that is a lot higher in the English football pyramid, though you have to give credit to one tier six club for being particularly proactive.
That club is Hampton & Richmond Borough FC which has adopted a novel strategy to stand out from the rest and it appears to be working.
Some may think it is completely redundant for a non-league club to have any form of marketing, beyond a basic one page website and Facebook page that posts updates of results and fixtures.
However, when there is ambition, direction and a plan, the sky is the limit which just proves that success off the field is just as important as results on it.
Novel Initiative Providing Trendsetter Status
In an attempt to onboard new fans, keep existing ones and gain traction, Hampton & Richmond Borough has come up with somewhat of an intriguing Corporate Social Responsibility (CSR) strategy in order to stand out from other non-league sides.
The club isn’t attempting to compete with local clubs near the top of the football pyramid (Chelsea and Fulham), but more so other family amenities that are frequented on weekends, such as the cinema, shopping centres and other leisure time experiences.
As a result, before the game, the club offers activities to its local community, such as treasure hunts and FIFA tournaments in a bid to help create a matchday experience for supporters that is designed to sustain a multi-generational fanbase.
With under 16s allowed to participate for free, there is also a bar that serves refreshments and helps to consolidate a community feeling for all those involved. In doing this, it helps to maintain a positive atmosphere even when results aren’t necessarily going in the club’s favour.
In fostering this type of loyalty, the club feels that it is building something that can be long-lasting and recognisable, while it has also started to attract notable media coverage.
Movember Partnership Introduced
A scheme that has generated significant interest, the club’s Movember partnership is one that has seen the club have the Movember Foundation logo on their shirt, which has generated international media attention, via its ‘Grow a Mo to Save a Mo’ campaign.
Players, staff and fans all participate in growing moustaches during Movember as they bid to raise money for the charity.
Hampton & Richmond Borough is one of very few English clubs that have this shirt sponsorship so, at this level especially, it is significant.
Essentially, the club is doing what very few clubs do at this level and, as a result, Hampton & Richmond Borough now have the makings of a very effective and impactful, value-driven brand that is actively making a positive difference.
The publicity that is is generating is, long term, only a good thing as it can lead to notable sponsorships, with companies likely to be keen to link with a club that is doing such good things, which, leads to higher revenue (either through sponsorship or investment) to fund player purchases/loans that could, ultimately, take the club higher up the football pyramid. Watch this space.
Matt Tomiak