Building the Club: On and Off the Pitch
Shaftesbury FC is beginning a period of growth and development off the pitch to match the ambition it has shown on it. This article sets out what that looks like, what we are working towards, and how you can be part of it.
A Club Moving Forward
Following last season’s historic run to the Southern League Play-Off Final, the club is determined that this momentum should not just be felt on the pitch. Shaftesbury FC is a club with genuine ambition, but we are also realistic about where we are. We are a club in transition. There are things we want to do better, and we are building the structure to do them.
Over the coming weeks and months, the club will be making a number of new appointments off the field, people who will help us improve how the club is run, how it earns money, and how it serves the community. We will be announcing these in due course, and we are excited about the individuals who are coming on board.
This is not about an overnight transformation. It is about putting the right people and the right processes in place so that when we grow, we grow properly.
Commercial: An Honest Starting Point
We will be straight with you: the club’s commercial operation is not yet where it needs to be. We are a non-league club with limited resources and, until recently, limited infrastructure to develop commercial partnerships. That changes now.
Working alongside Josh Staunton and the new management team, the club is launching a focused drive to grow its commercial relationships, starting locally. Shaftesbury is a town with a strong business community, and we want those businesses to see the club as a genuine partner, not just a place to put a logo.
Our immediate priority is to secure a front of shirt sponsor for the 2026/27 season. This is the flagship commercial opportunity and one we want to fill with a business that shares our values and ambition. If that is you, or someone you know, we would love to hear from you.
But front of shirt is just the beginning. The club is putting together a range of partnership packages, from full Platinum partnerships through to individual matchday sponsorships, and we will be sharing those in detail very soon. The commercial brochure is ready, and conversations are already underway.
Season Tickets 2026/27: Prices Frozen
One of the most important things the club can do right now is make sure that coming to watch Shaftesbury FC remains affordable. So we are pleased to confirm that season ticket prices are frozen for 2026/27, the same as last season.
Under 16s remain free. This is a decision the club feels strongly about. Football should be accessible. We want young people in Shaftesbury to have a place to go on a Saturday afternoon, to watch their local team, and to grow up supporting it. That starts with removing the barrier of cost.
We want more people through the gate. A bigger crowd makes for a better atmosphere, a better experience for everyone, and a stronger club. If you have not been to a game before, or you have not been for a while, we want you to come. Bring the family. Bring your friends. Come and see what we are building.
What the Club is Working Towards
We want to be honest about what we are trying to do and why. The objectives below are not targets we are putting on a board in a boardroom. They are the things we genuinely talk about when we talk about the future of this club.
Growing our fanbase and matchday attendance
We want more people watching Shaftesbury FC. Every additional supporter helps. It improves the atmosphere, generates more matchday revenue, and grows our community. We are working on ways to reach new audiences, particularly families and younger supporters.
Building more sustainable commercial income
The club cannot rely on a small number of people to keep it running. We need to build a proper commercial base, one that grows year on year and gives us the financial stability to invest in the playing squad and the facilities. That means more sponsors, more partnerships, and more creative ways of working with local businesses, which in turn adds value to sponsors and their businesses.
Creating a hub the town can be proud of
Beyond matchdays, the club has the potential to be a genuine community hub: a venue for events, a place for local businesses to meet and connect, somewhere families want to spend time. We are not there yet, but it is the direction we are heading.
Climbing the football pyramid
Underpinning all of this is the ambition to keep progressing on the pitch. Josh Staunton, Steve Rutter, and the management team are here because they share that ambition. Everything we are doing off the pitch is designed to give them the best possible platform to succeed.
Strengthening our ties with youth football
Youth football is the lifeblood of any community club, and we want to do more to support and work with the junior teams and youth organisations in and around Shaftesbury. Whether that is through shared resources, closer links with our first-team setup, or simply providing a pathway and inspiration for young players in the area, we see youth football as central to the long-term future of this club.
The conversations around this are at an early stage, but the intent is clear. We want young players in this town to see Shaftesbury FC as their club, and we want to build relationships with the youth game that benefit everyone involved for years to come.
Opening up our facilities to the wider community
Shaftesbury FC has facilities that many clubs at our level would envy. Our 4G surface is one of the best around, and our clubhouse and bar offer genuine multi-use potential that we are currently not making the most of. That needs to change.
We want those facilities to be shared and used by as many people as possible, from local sports teams and community groups to businesses looking for event space. A well-used ground generates income, builds goodwill, and puts the club at the centre of the town in a way that goes well beyond ninety minutes on a Saturday. This is a real opportunity and one we intend to pursue properly.
Skilled board-level people are joining and will be announced soon
A football club does not grow through good intentions alone. It needs the right people in the right roles, and that is what we are working on. The club will shortly be announcing a number of new appointments at board level, people with real experience in business, finance, and football who are joining Shaftesbury FC because they believe in what we are building.
These are people who will contribute directly to how the club is run, how decisions are made, and how we plan for the future. Bringing in this kind of expertise is a significant step for a club of our size, and it reflects the seriousness with which we are approaching this next chapter.
We will be making formal announcements in due course. Watch this space.
This is a club that is going places. We are not there yet, and we know that. But the pieces are being put in place, on the pitch and off it, and we want the people of Shaftesbury to come along for the journey.
Season tickets are on sale now at shaftesburyfc.co.uk. If you are interested in commercial partnership opportunities, get in touch info@shaftesburyfc.co.uk . And if you just want to come and watch some football, you are very welcome.
Come on, you Rockies. ❤️🤍