Football finance and growth, off the pitch
What is your club earning per fan?
Ninety is an external Chief Revenue and Digital Officer for football clubs, run by people who have moved this number at a club of their own.
The function most clubs at this level do not have
Most clubs at this level cannot justify a full-time hire for the person who should own revenue and digital growth. So nobody owns it. The work ends up split between a chairman doing it in the evenings, a volunteer running the socials, and a website built three years ago that nobody has touched since.
Ninety is that function, retained rather than salaried, doing the job a Chief Revenue and Digital Officer would do at a club that could afford one.
Revenue per head tells you more than the gate ever will
Revenue per head, what a club earns from each supporter who comes through the gate, tells you more about commercial health than gate receipts do. Most clubs outside the top divisions have never worked theirs out.
The gap is worth more than it sounds. A club averaging 4,000 at £7 a head takes around £644,000 across a 23-game season. The same crowd at £14 takes £1.29m. Same fixtures, same ground, same supporters.
That difference is the distance between a club that covers its costs and one that funds its own ambition.
4,000 × £7 × 23 = £644,000 · 4,000 × £14 × 23 = £1,288,000
Work out your number
Put in your attendance and what you take per head. Move the slider to see what a higher figure is worth across a season.
Your club
That is £7,000 a matchday, £161,000 across a 23-game season.
Target revenue per head
£7.00
- Current, over 23 league games
- £161,000
- At £7.00 per head, over 23 league games
- £161,000
- Difference per season
- £0
1.00×Within reach of a season's work on pricing, hospitality and cashless payments.
Numbers are indicative and assume 23 home league games. The audit works out your real figure and what is realistically available at your level.
The starting point
Find out where your revenue lives
Before we propose anything, we map two things properly.
Your commercial revenue, matchday by matchday, zone by zone, vendor by vendor. And your digital estate: the website and its sitemap, the ticketing funnel, the shop, the sponsorship inventory.
Most clubs have never had either mapped, and almost none have had both together. The output is a single picture of where revenue is generated and where it is being left behind. A season ticket renewal flow losing people at step three. A sponsorship page that does not exist. A Saturday where the queue at one bar cost more in lost sales than the shirt sponsor is worth.
That map is where the conversation about working together starts.
The model · Farnham Town
From the ninth tier to the National League South
We built and proved this at Farnham Town, a club we took over in 2022. At the time it was a ninth-tier club turning over around £30,000 a season, running its matchday on paper tickets and a cash float, averaging 85 supporters a game.
Most clubs assume crowd size and spend per head trade against each other. Farnham grew both at once, which is the part worth paying attention to.
UK clubs by views
- 39
AFC Bournemouth
- 40
Farnham Town
- 41
Luton Town
- 42
Coventry City
Championship-level digital audience
The club's social output is now one of the 40 most-watched in English football, alongside Premier League level clubs.
1,500%+ increase in average attendance
Average attendance has grown from 85 a game to 1,404, with three promotions in the same period.
Partners and national press
National press put weight behind every club initiative. Creator partnerships with the Sidemen, Callux, Pitchside and others turned attention into sponsorship and revenue.
2026
£1M+
10× sponsorship
Grassroots to a 7-figure business
Digital ticketing, retail, new food and beverage outlets and hospitality packages lead to revenue per head rise from £7.45 to £16.70.
What we bring
Football finance and growth
The commercial thinking behind moving revenue per head: matchday pricing, hospitality tiering and sponsorship structuring, built and tested at a club climbing the pyramid in real time.
Tech and data
Ticketing, CRM and dashboards that do the unglamorous work, so a small club's back office runs like a bigger one's.
Digital and audience
Content and audience growth from people who ran tech and media at one of the world's largest social agencies. At Farnham it produced one of the 40 most-watched club accounts in the country.
How we work with you
The mapping session
The starting point for most clubs. Your commercial and digital revenue picture laid out in one place, with what is working, what is leaking, and what closing the gap is worth.
A 90-minute consultancy call, £250
For clubs at Step 4 and 5 who want senior input without committing to anything further. Ninety minutes of direct questions and direction.
Season-long retainers
On tech and data, on digital and audience, or both, scaled to where the club plays.
A purpose-built CRM and dashboard
So revenue per head is something a club can manage rather than report.
Success-based pricing
On the largest opportunities, where our fee is tied to the revenue we help create.
Who it is for
Any club from Step 5 through to Step 1 that wants to know its revenue per head and do something about it. We work across the pyramid because we have climbed it, from a ninth-tier side to a first season in the National League South, and we price against a club's ceiling rather than a rate card.
Why few clubs
We are not building an agency roster. Each season we take on a small number of clubs, few enough that we can act as a revenue and digital function rather than another supplier on a list.
On owning a club ourselves
We own Farnham Town. Clubs we work with sometimes compete with it. What a club shares with us stays with that club, and we will say so in writing before anything is shared.
Find out where your revenue lives
The mapping session sets out your commercial and digital picture:
- —What is working, matchday by matchday and zone by zone
- —Where revenue is leaking across ticketing, retail, food and beverage and sponsorship
- —What closing the gap is worth across a season
Clubs at Step 4 and 5 who want senior input first can start with a 90-minute consultancy call for £250.