The brief
In 2019 Farnham Town were a ninth-tier non-league club run on spreadsheets, cash and word of mouth, with average crowds under 100. The ambition was there. The systems and the audience were not.
What we did
- A digital strategy launched in 2022, treating the club like a growing business rather than a hobby
- Ticketing, retail and payments moved online, so the club could sell to more than the people at the turnstile
- Content and social built into how the club runs, turning matchdays into an audience
- Partnerships with the digital businesses behind major creators, including Sides (Sidemen), No Two Ways (Callux) and Pitchside, with Peter Crouch dropping in for the Peter Crouch Pod
Average attendance, season by season
| Season | Average attendance |
|---|---|
| 2019/20 | 85 |
| 2020/21 | 100 |
| 2021/22 | 180 |
| 2022/23 | 380 |
| 2023/24 | 480 |
| 2024/25 | 630 |
| 2025/26 | 900 |
The club is targeting crowds of 1,000+ in 2026/27.
In the media
BBCSky SportsThe GuardianThe Independent
The outcome
Since 2022 the club has won three promotions to reach National League South, its highest ever level, with average attendance rising from 85 to over 900 and revenue growing from around £30k to seven figures a season, including a tenfold rise in sponsorship. Coverage has followed from the BBC, Sky Sports, The Guardian and The Independent, and Farnham now rank among the 40 most-watched clubs in the country. The club is targeting crowds of 1,000+ in 2026/27.