A Complete Matchday Marketing Strategy for Non-League Football Clubs
🌟 Introduction
Non-league football is rich in passion, heritage, and community spirit. To grow matchday attendance and boost revenue, clubs must embrace a structured and creative marketing strategy that maximises modern tools and platforms.
This guide outlines a practical, repeatable approach to marketing a home matchday that elevates visibility, builds anticipation, and drives engagement.
🏏️ 1. Define and Promote Your Club's USP
Every club has a story. Whether it's a scenic ground, historic milestones, family-friendly experience, or a legendary pie shop 🥧, identify your Unique Selling Point (USP) and ensure it's at the heart of all messaging. This gives fans a reason to choose your matchday over other weekend plans.
🔹 Top Tip #1: Summarise your USP in one sentence and use it consistently on posters, websites, and social media.
🔹 Top Tip #2: Understand your wider fanbase and make sure your marketing meets their needs. Young families plan ahead - they need to know about your next match the week before, not the day before..!
🗓️ 2. Build-Up Strategy: Two Weeks Out
✉️ a. Create an Event Listing
Platforms: Facebook Events 📲, Google Events, Eventbrite, NextDoor, and local tourism/community sites that often allow you to register and publicise events for free.
Details to Include: ⏰ Kick-off time, 🎫 ticket info, 📍 ground location, 🏧 parking, 🛋️ facilities, 🍽️ food & drink, 👪 family activities, and 🎉 post-match plans.
Visuals: Use high-quality match graphics and photos of fans enjoying the atmosphere. 🌍 Remember, use photos of fans that reflect the audience you want to grow.
📄 b. Website Announcement
- Publish a match preview before the game. Include form guides, opposition insights, and what to expect on the day.
📱 c. Social Media Campaign (10–1 Days Before)
🔹 Thursday (T-10): "Save the Date" style post 🗓️
🔹 Saturday (T-7): Teaser content (e.g. past match highlight) ⚽
🔹 Sunday (T-6): Countdown launch ⏲️
🔹 Weekdays: Player quotes 🏅, manager preview 🧑🏆, volunteer spotlight 👥, behind-the-scenes content 🎬
⏰ Best Times to Post: 8am-9am and 5pm-6pm (commuter hours) + Sunday evenings.
📊 3. Matchweek Focus: Engage & Inform
📅 a. Content Schedule
Monday: Ticket reminder 🎫 + league table 🔢
Tuesday: Player polls ❓, merchandise post 🎪
Wednesday: Recap + hospitality push 🏨
Thursday: Matchday info 🔍 (travel, refreshments, etc.)
Friday: Final sales call ⚠️, weather forecast ☁️, travel tips 🚌
📧 b. Email Campaign
Send a reminder 2-3 days before the match:
- 🏛️ Opponent overview
- 🎫 Ticket options
- 💪 Experience highlights
Schedule a matchday email:
- ⏰ Kick-off reminder
- ☁️ Weather update
- 🍽️ Food & drink
- 🎤 Pre/post-match entertainment
🏠 4. Matchday Strategy: All About the Experience
☀️ a. Early Morning (8am–10am)
- 📣 "It’s Matchday!" graphic
- ☁️ Weather update
- ⏰ Reminder of kick-off and key info
🏢 b. Pre-Match (11am–2pm)
- 🏟️ Stadium guide / what's on
- 📸 Volunteer prep photos
- 🍽️ Food/bar offers
- 📈 Lineup teaser
⚽ c. Kick-off to Full-Time
- ✨ Live updates, goal graphics 🏆
- 🎟️ Halftime feature: fan photo, raffle, food
📍 d. Post-Match (5pm–7pm)
- 📈 Final score
- 👏 Fan thank-you
- 📰 Link to report/gallery
🛍️ On-the-Day sales:
- 📊 Clear signage for tickets/food/toilets
- 💳 Contactless payment options
- 🤝 Brief staff/volunteers
🏨 5. Hospitality and Ticket Sales
A pre-purchased ticket means your fan is attending - rain or shine!
🎫 a. Online Tickets
- 🔥 Early bird discounts
- 🤖 Bundles (ticket + drink/scarf)
- 🔹 Promote deadlines often
🛎️ b. Hospitality
- ❗ Limited spots promotion
- 🍽️ Menu/photos/testimonials
- 🌟 Player meet-and-greets, souvenirs
☂️ 6. Weather-Proof Marketing
Rain doesn't mean no fans!
- 🛋️ Covered seating/terracing promos
- 🍽️ Hot food & drinks
- 💡 "Brave the Elements" challenge
- 🛋️ Indoor clubhouse activities: colouring, live scores
📊 Conclusion
A successful matchday marketing strategy is rooted in consistency, creativity, and community. By highlighting your club’s unique appeal and offering a rounded experience beyond just 90 minutes of football, you can turn casual attendees into regular fans. 🏀
Build early 🚀, communicate often 🔊, and showcase everything that makes non-league football special ✨.