Carlisle United Football Club

Name

Carlisle United Football Club

Legal name

Carlisle United Football Club

Website

https://carlisleunited.co.uk

Company type

Private

Founded year

1904

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Professional Football Club / Sports Entertainment

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Sporting Goods Retailers (45911)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Association Football (Soccer) Leagues (MPAKAAAA)

akta.pro secondary industries

Team Sports Matches (Club & National) (MPAGAMAB), Team Sports Equipment & Uniforms Retail (CRAMABAE)

Keywords

• Professional football club
• Matchday ticket sales
• Football merchandise retail
• Matchday hospitality services
• Sports streaming content

Headquarters

HQ city

Carlisle

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Matchday Ticket Sales: Revenue from individual match tickets sold for home fixtures at Brunton Park. Pre-sale prices are lower than matchday prices. Categories include seating, terracing, and concessions.
2. Season Ticket Subscriptions: Annual subscriptions for access to all home league matches. Pricing tiers based on seating/terracing and age categories. Early bird and standard pricing windows.
3. Merchandise Sales: Sales of club merchandise including kits, apparel, and accessories through the Blues Store (bluesstore.co.uk) and physical store at Brunton Park.
4. Hospitality and Corporate Packages: Matchday hospitality packages, non-matchday venue hire at Brunton Park, match sponsorship, and corporate partnership packages.
5. Blues Lotto and Gambling: Weekly lottery draws and Golden Gamble competitions, generating revenue from ticket sales with prizes awarded to winners.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Carlisle United Football Club operates a professional men's first team competing in the National League (fifth tier of English football), playing home fixtures at Brunton Park in Carlisle. Commercial activities include individual match tickets and season ticket subscriptions, kit and merchandise sales through the Blues Store, matchday and non-matchday hospitality and venue hire, the CUTV monthly streaming service, the Blues Lotto, and youth academy and community trust programmes.

Product overview

Carlisle United Football Club operates as a professional football organization offering a unified portfolio of products and services centered around its National League football team. The club's commercial operations include ticket sales (individual match tickets and season tickets), merchandise retail through the Blues Store, and streaming content via CUTV subscription. Additional revenue streams encompass matchday and non-matchday hospitality, venue hire, a lottery program (Blues Lotto), and community engagement through the Community Sports Trust. The club also operates a youth academy developing players for the first team.

Differentiator

Problem solved

Functional benefit

Products and services

• Match Ticket Sales Online and in-person individual match ticket sales for home fixtures at Brunton Park. Available via ktckts.com, telephone, and stadium ticket offices, with age-tiered pricing (Adult, Senior, Junior U18, Child U7) and pre-sale versus matchday pricing windows.
• Season Tickets Annual subscription tickets granting access to all home league matches at Brunton Park. Offered across seating and terracing categories with age-tiered pricing and early bird discount windows. Includes priority access to cup matches and away fixtures with limited allocations.
• Blues Store Official online and physical merchandise store selling Carlisle United kits, training wear, apparel, accessories and memorabilia at bluesstore.co.uk and at Brunton Park. Includes a loyalty scheme for repeat purchasers.
• CUTV Streaming Service Club-operated streaming service providing exclusive content including extended highlights, full interviews, training footage and behind-the-scenes access for £4.99 per month. Does not include live match coverage.
• Blues Lotto Official club lottery and Golden Gamble competition offering weekly and monthly draws with cash prizes. Revenue is generated from ticket sales with prizes awarded to winners.
• Matchday Hospitality Premium hospitality packages including Foxy's restaurant, matchday boxes and corporate entertaining options at Brunton Park on home matchdays for businesses and high-spending supporters.
• Non-Matchday Venue Hire Conference and event facilities available for hire at Brunton Park on non-matchdays, enabling corporate events, private parties and conferences.
• Community Programmes (CST) Community engagement initiatives including Soccer Schools, player appearances and community projects run by the Carlisle United Community Sports Trust (CST), serving local schools, charities and youth groups.
• Academy and Youth Development Youth team (U18) and academy programmes developing young footballers, including scholarship programmes, youth fixtures and a clear pathway to the first team.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered core and minor.

• MacroncoreOEM/ Whitelabel/ Licensing PartnerKit supplier for Carlisle United. Provides match shirts, training kits, and official club apparel. The 2026/27 home kit launched with Macron as the official supplier.
• Aqua PuracoreGTM or Marketing PartnerFront-of-shirt sponsor. Water company from Cumbria. Extended sponsorship deal to continue as main shirt sponsor.
• Story HomescoreGTM or Marketing PartnerBack-of-shirt sponsor. Local housebuilder continuing sponsorship relationship with the club.
• Carlisle BrassminorGTM or Marketing PartnerShort sponsor. Local business providing sponsorship on club's shorts.
• Komatsu Forest LtdminorGTM or Marketing PartnerSleeve sponsor. Forest machinery company with sponsorship on club's sleeve.
• World GroupcoreGTM or Marketing PartnerSponsor of first team training kit for 2026/27 season. C Stand sponsor.
• NXT RecruitmentminorGTM or Marketing PartnerCommercial sponsor welcomed in June 2026.
• InspiraminorGTM or Marketing PartnerNamed as business partner. Career and employment services organization.
• Muckle LLPminorGTM or Marketing PartnerAssociate partner. Regional law firm providing legal and commercial support.
• Magellan Transport LogisticsminorGTM or Marketing PartnerExpanded partnership with the club in July 2026. Transport and logistics company.
• Solar Maintenance ServicesminorGTM or Marketing PartnerAcademy and Youth Team sponsor for 2026/27 season.
• John Watt & SonminorGTM or Marketing PartnerBack-of-short sponsor. Local coffee and tea supplier.
• Peter Tyson Audio & VisualminorGTM or Marketing PartnerTraining and travelwear sponsor.
• Lloyd Motor GroupminorGTM or Marketing PartnerPartnership in place with automotive dealership group.
• North West RecyclingminorGTM or Marketing PartnerClub partner and waste management partner.
• Go HardwareminorGTM or Marketing PartnerNew partner, hardware and building supplies business.
• Riverside RecruitmentminorGTM or Marketing PartnerPartnership taking inspiration from Carlisle United.
• MitreminorGTM or Marketing PartnerOfficial match ball partner for National League. Club uses Mitre balls in National League matches.
• DAZNminorGTM or Marketing PartnerBroadcast partner. Streaming platform for EFL matches.
• Cumbrian PropertiesminorGTM or Marketing PartnerAcademy and Youth Team sponsor. Local property company.
• Utility WarehouseminorGTM or Marketing PartnerOfficial partner of Enterprise National League. Multi-utility provider.
• TIC HealthminorGTM or Marketing PartnerOfficial Partner of Enterprise National League. Health services provider.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Macron (sportswear): Croeso Group / Macron is Carlisle United's kit supplier; a comparable ecosystem partner at many lower-league English clubs and a relevant reference for merchandising economics at this tier.

Direct peers

• Wrexham AFC: Direct National League rival; recently promoted and now competing in League One. Highly relevant comparable due to similar matchday/merchandise/hospitality model and the same divisional competition for promotion.
• Stockport County: National League/EFL competitor at a similar tier of English football; both clubs compete for promotion in the same division and operate comparable matchday-driven revenue models with merchandise, hospitality, and community programs.
• Gillingham FC: EFL/National League-tier English football club where new CEO Tom Lawrence previously served as CEO; similar scale, revenue mix, and operating economics.
• AFC Wimbledon: English lower-league club with a strong community-owned ethos and CST-like community engagement model; mirrors Carlisle's reliance on fan loyalty, membership schemes, and local commercial partnerships.
• Southend United: National League peer where incoming CEO Tom Lawrence previously held the CEO role; operates a near-identical lower-league revenue mix including season tickets, merchandise, and hospitality.
• Port Vale: League One/National League-tier English club; Carlisle's former Head of Recruitment Martin Foyle recently rejoined Port Vale as chief scout, evidencing direct operational comparability and labour-market overlap.
• Cambridge United: Recent acquisition target (Gabe Breeze departed Carlisle to Cambridge United per news feed); operates in a similar lower-EFL tier with comparable commercial and matchday revenue profile.

Regional players

• Morecambe FC: North West English lower-league football club with a similar coastal/small-city profile; comparable in scale, revenue mix, and reliance on matchday income.
• Barrow AFC: Northern English lower-league football club operating in a similar geographic catchment (Cumbria-adjacent); highly comparable regional peer in scale and operating economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/officialcufc
• YouTubeyoutube.com/channel/UCU4e71iGy2PGU1f3TmDCygA
• Facebookfacebook.com/carlisleunitedfc
• LinkedInlinkedin.com/company/carlisle-united-fc
• Instagraminstagram.com/officialcufc
• TikToktiktok.com/@officialcufc

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Carlisle United Football Club