2021/22 to 2025/26.
Case study · Farnham Town
From the ninth tierto the National League South.
Our first season at Farnham Town was 2021/22. The club has since won three successive promotions, in 2023/24, 2024/25 and 2025/26, and reached the highest level in its history. Off the pitch it has gone from a £30,000 members' club to a seven-figure business. This is how.
2019/20 to 2026/27.
2025/26 season.
Since 2022.
(01)The pyramid
Three promotions in a row.Step 5 to Step 2.
English football runs from the Premier League down through the Football League and the National League system. Farnham Town started at Step 5, the ninth tier. Three successive promotions took the club to the National League South, Step 2 and the sixth tier.
1Premier League2Championship3League One4League Two5National League · Step 16National League South · Step 27Step 38Step 49Step 5 · where it started
2021/22
Our first season. Step 5, the ninth tier, in the Combined Counties Football League Premier Division South.
2023/24
Promoted from the Combined Counties Football League Premier Division South to Step 4.
2024/25
Promoted from the Isthmian League South Central Division to Step 3.
2025/26
Promoted via the play-offs from the Southern Football League Premier Division South to Step 2.
2026/27
National League South. The highest level in the club's history.
(02)Where it started
A gate of 85.No media team.A £30,000 members' club.
In 2019/20 Farnham Town averaged 85 a game and had no media team. In 2021/22, our first season at the club, matchday revenue per head was £7.45.
(03)The matchday
£7.45 a headbecame £17.60.
New food and beverage outlets, hospitality packages built into existing space, a retail range beyond the shirt and a ticketing system that works on a phone. More than twenty card, point of sale and ticketing providers were assessed before choosing the ones the club runs on today.
£17.60 is above the average club in every division outside the Premier League. It was earned in the sixth tier.
League One is the division-wide average, total matchday revenue divided by total attendance.
October 2026Inside an Oktoberfest-themed matchdayAn ordinary league game turned into a Bavarian beer hall. Event revenue came in 57% above the average home game, from what supporters spent once they were inside.
Open(04)The audience
No media teamto the top 40 in the country.
The club’s social output is now in the top 40 most-watched in English football, between AFC Bournemouth and Luton Town. Creator partnerships with the Sidemen, Callux, Pitchside and others turned attention into sponsorship and revenue, with national press behind every initiative.
The media team pays for itself. Platform income across the club’s channels covers the salaries behind them and contributes beyond that.
- 39
AFC BournemouthPremier League - 40
Farnham TownNational League South - 41
Luton TownChampionship
Ranking of UK club accounts by views. Off Pitch data, correct as of August 2026.
(05)The crowd
85 a gameto 1,400 and above.
Average attendance has grown more than 1,500% since 2019, with sellouts above 2,300. Attendance that comes from habit survives a bad season.
85a game
Our first season at the club was 2021/22. The chart starts two seasons earlier to show the club before, including the seasons hit by COVID.
The same ground as the gate of 85.
(06)The business
A £30,000 members' clubto a seven-figure business.
Revenue passed £1M in the 2025/26 season, from digital ticketing, retail, new food and beverage outlets and hospitality packages. Sponsorship has grown tenfold since 2022.
2025/26 season.
Since 2022.
Assessed before the club chose.
(07)What it took
Both sides of the gate,at the same time.
None of this came from one change. The audience decided how many people arrived and how well they knew the club before they did. The matchday decided what each of them was worth. Both moved together, season after season. We have made these decisions with our own money before making them with yours.
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What would this look likeat your club?
Bring your attendance and what a matchday takes today. That is enough for us to tell you where the next pound comes from.