19 ways to generate more income on matchdays at your grassroots football club

Are you making the most of matchday?

For many grassroots football clubs, matchdays are about much more than what happens on the pitch. They bring together players, families, volunteers and supporters, creating opportunities to strengthen your club and generate valuable support throughout the season. By making the most of those opportunities, clubs can create additional income, build stronger community connections and invest more back into the experiences they provide.

Small changes can make a big difference over time. More people through the gate can lead to stronger community relationships, more volunteers, increased food and drink sales, new sponsorship conversations and greater long-term support for the club.

Here are 19 practical ways grassroots football clubs can make more of every matchday, creating valuable support for the club while strengthening connections with players, families and the wider community.

Prematch ideas

1. Promote matches locally

Simple visibility still matters. Posters in cafés, local shops, schools and community spaces can help raise awareness and remind people there is football happening nearby.

This can also be a great opportunity to involve local students or volunteers interested in design, photography or marketing.

2. Work with schools

Building relationships with local schools can help introduce new families to the club.

Some clubs offer free or discounted entry for younger children, family ticket offers or opportunities for school groups to attend together. The aim is not just attendance for one match, but helping families feel connected to the club longer term.

3. Offer mascot experiences

Mascot opportunities can turn an ordinary matchday into something memorable for young players and families.

Packages do not need to be overly complicated. Walking out with the team, taking part in warm-ups or having photos with players can all create a strong experience that encourages families to return.

4. Experiment with ticket offers

Discounted or group tickets can help increase attendance, especially during quieter fixtures.

More people attending often creates additional spending opportunities elsewhere across the matchday, from refreshments to club shop purchases.

5. Create experiences for older supporters

Long-standing supporters are a huge part of grassroots football culture.

Some clubs create dedicated offers or themed matchdays for older fans, helping them feel valued and recognised within the community.

6. Partner with local groups and organisations

Community organisations, youth groups and local businesses can all help bring new audiences into the club.

Whether it is a local charity, youth project or community initiative, partnerships can help broaden the club’s reach while strengthening local relationships.

Matchday ideas

7. Work with local food and drink businesses

Bringing in local food vendors or independent suppliers can help create a more enjoyable matchday atmosphere while supporting the wider local economy.

It also gives supporters more reason to stay longer before and after the match.

8. Make matchdays feel more social

Many people attend grassroots football because of the community atmosphere as much as the football itself.

Creating welcoming social spaces around the clubhouse, refreshments or terraces can encourage people to stay longer and return more regularly.

9. Involve students and young creatives

Local students studying journalism, photography, videography or media are often looking for practical experience.

Giving them opportunities to cover matches, create content or support social media can help raise awareness of the club while bringing fresh energy into matchdays.

10. Improve accessibility for visitors

If transport or location can be a barrier, look at practical ways to make attending easier.

Clear travel information, parking guidance or partnerships with local transport providers can all help improve attendance.

11. Introduce live entertainment

Live music, DJs or community performers before matches can help create a stronger atmosphere and turn matchday into more of an event.

This works particularly well during larger fixtures, tournaments or themed community days.

12. Create family-friendly entertainment

Half-time activities, mini-games, dance groups or youth team involvement can all help make matchdays feel more inclusive for families.

When younger players and community groups feel involved, attendance often grows naturally through friends and relatives attending too.

13. Support local charities and causes

Inviting local charities to attend matchdays can strengthen community relationships and reinforce the club’s role within the local area.

This might include fundraising collections, awareness campaigns or shared community events.

14. Use club spaces creatively

Clubhouses and social spaces can become valuable community assets on matchday.

Some clubs host exhibitions, local markets, fundraising stalls or community showcases alongside fixtures to encourage more footfall and longer visits.

15. Create simple club merchandise opportunities

Club merchandise does not need to be complicated or expensive.

Scarves, hats, pin badges, stickers or simple branded items can all help generate additional income while building club identity and supporter pride.

Postmatch ideas

16. Give people a reason to stay

Quizzes, live sport screenings, games nights or social events after matches can encourage supporters to remain at the club for longer.

This not only helps increase revenue from refreshments, but also strengthens relationships between members, volunteers and supporters.

17. Host community-focused events

Some clubs build entire community days around fixtures, including local stalls, activities, family entertainment and partner organisations.

This can help attract people who may not normally attend football matches while positioning the club as a wider community hub.

18. Make the most of your matchday programme

Programmes can still create value for clubs, whether physical or digital.

Advertising space, player features, sponsor content and community stories can all help strengthen club identity while generating additional income opportunities.

19. Think digitally as well as traditionally

Many clubs are now exploring digital programmes, online raffles, social content and digital advertising opportunities alongside traditional matchday activity.

Digital tools can help clubs reach supporters who cannot attend in person while reducing printing waste and opening up new sponsorship opportunities.

At the same time, it is important to understand what your supporters value. Some fans still enjoy traditional printed programmes and physical matchday experiences, so balance is important.

Matchday revenue is really about community

The clubs that maximise matchday revenue most successfully are often the ones that focus first on experience, atmosphere and connection.

People are more likely to spend money, volunteer their time and return regularly when they feel part of something welcoming and well organised.

For grassroots clubs, matchday income is not just about finances. It helps create stability, supports future growth and allows clubs to continue investing back into players, facilities and the wider community.

If your club is looking to strengthen its long-term financial resilience, ThriveHub also includes practical courses such as Fund your future and Budgeting for success, helping clubs build more sustainable income streams, improve financial planning and create stronger foundations for future growth.