How lower league football clubs are getting in on the action

Evesham United is a lower league football club based in Worcestershire, which competes in the Evo-Stik League Southern – Division 1 South & West. The club’s Spiers & Hartwell Jubilee Stadium has a capacity of 3000 including 300 seats.

Concept

Evesham United approached Rapid Retail as they were keen to increase matchday sales and to raise their profile.

The supporters club has previously been selling merchandise within the club house on tables. While it was presented very well it just wasn’t the professional image they wished to project. It also failed to capture any potential sales that may have been driven from those visitors who came into the ground but never went inside.

Evesham wanted a solution that would fit their budget and also make best use of the external space available within the ground.

Design

Rapid Retail designed, built and installed a fully branded retail unit for Evesham United, which has become the official Club Shop. Measuring 6m x 2.4m and made of re-enforced steel, the unit has been fitted beside the turnstiles to give it the maximum visual impact.

It is being used to sell everything from replica shirts to footwear, sunglasses, scarves and other branded merchandise, with all items clearly on display and enticing to the passing matchday crowds.

Result

Evesham United has recorded record sales, with matchday revenue having doubled – an astounding result for the club.

The addition of the highly professional unit has also helped to raise the club’s profile. It allows them to fully capitalise on matchday footfall and to encourage sales from all visitors and supporters.

What the project demonstrates is that portable units can be a viable option for clubs of all sizes, with options available to fit most budgets – offering great flexibility with units available to either rent or buy.

For smaller clubs, such as Evesham, where budgets may be more modest and internal space may be at a premium, a compact pop up shop can be the ideal solution. Whether it’s to increase opportunities for sales, to create a club shop without the need for undertaking expensive building works, or to enhance the facilities on offer with the introduction of a bar or catering unit.

If you are a lower league / non league club you may find this article interesting: What can lower league football clubs do to provide a great fan experience 

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