Community, Commercial Growth and Marketing Beyond the Football Pitch

May has been a month of thinking more broadly about what a football club can actually be. It is not just about the matches played on the pitch or the scores that define each game. Rather, it is about the essence of community, identity, and belonging that a football club fosters within its locality. This reflection has led to a deeper understanding of the multifaceted role a club like Aberystwyth Town FC plays in the lives of its supporters and the wider community.

Football will always be at the centre of Aberystwyth Town FC, but a club like this has something many conventional businesses would love to have: a vibrant and engaged community. This community is not just a collection of fans; it is a network of individuals who share a common passion and commitment to the club. People care about it deeply, not only as a source of entertainment but as a significant part of their lives. The memories associated with the club—whether it’s a thrilling match, a heart-wrenching defeat, or a moment of triumph—are woven into the fabric of the community, creating lasting emotional connections.

Furthermore, the club serves as a social hub where people meet friends and forge relationships. It is a place where families come together, where children grow up supporting their local team, and where former players remain connected to their roots. This sense of belonging creates enormous marketing possibilities if you stop thinking of the organisation as something that only exists for 90 minutes on a Saturday. Instead, you can view it as a thriving ecosystem that supports local businesses and fosters community spirit.

At the end of May, we announced the first Black & Green Business Club event, with the inaugural networking session scheduled for 25 June at Park Avenue. The concept is simple yet powerful: use the football club as a place where local businesses can connect, build relationships, and become closer to the organisation. This initiative not only strengthens ties within the community but also enhances the club’s role as a facilitator of local commerce and collaboration.

What I like about this idea is that it changes the commercial proposition significantly. Rather than simply asking local businesses, "Would you like to sponsor us?"—a request that can often feel transactional and one-dimensional—we can increasingly say, "Would you like to become part of our business community?" This shift in language and perspective fosters a much more interesting and dynamic relationship between the club and local businesses, emphasising collaboration over mere sponsorship.

My marketing world hasn't only revolved around football either. Another exciting development has been with Mama Fay's, which has entered a major new chapter by reopening in a much larger restaurant in Aberystwyth on 12 May. This new space features increased capacity, a new bar, and an expanded offering that promises to enhance the dining experience for customers. I’ve worked closely with Mama Fay's on its digital presence and website, and projects like this serve as a useful reminder that a website needs to reflect the business it represents accurately.

When a physical business evolves, the digital experience needs to evolve with it to maintain relevance and appeal. The current Mama Fay's website successfully brings together its Caribbean identity, restaurant information, menus, booking calls-to-action, captivating photography, and the story behind the brand. It is a comprehensive digital representation that carries the Red Squirrel Marketing website credit, showcasing the importance of a cohesive online presence.

Whether the client is a football club, restaurant, gym, or a completely different type of organisation, the underlying questions remain surprisingly similar. Who are we trying to reach? What do we want to be known for? What do we want people to do? How easy are we making that action? And how do all of our channels reinforce the same proposition? These questions are crucial in shaping effective marketing strategies and ensuring that the message resonates with the intended audience.

That's the difference between producing marketing material and actually marketing a business. It’s about creating a narrative that connects with people, engages them, and encourages them to take action. In a world where consumers are bombarded with choices, a well-defined identity and a clear proposition can set a business apart and foster loyalty among its community.