Solihull Moors FC

What Solihull Moors FC does

Solihull Moors Football Club CIC is a professional football club based in Solihull, West Midlands, England, competing in the National League (Step 1 of the English non-league pyramid). Founded in 2007 through the merger of Solihull Borough and Moor Green FC, the club plays its home matches at Damson Park (also known as the ARMCO Arena), a 4,094-capacity stadium that features the recently refurbished Cardinal Steels stand housing the Jerroms Vice-Presidents Suite and executive boxes. The club operates a multi-team structure spanning First Team, Women's Team, an Academy with Football & Education programme, and Youth & Junior sections, and is owned through a Community Interest Company (CIC) structure under Solihull Moors Holdings CIC.

Revenue is generated through six primary streams: matchday ticket sales (handled via the TicketCo platform and turnstiles), premium hospitality (Vice-Presidents Suite at £1,250+VAT per match, executive boxes for up to 10 guests on matchday or seasonal terms), multi-tier sponsorship (principal partners including Living Well Consortium, Jerroms, Davisons Law, WERQWISE, Macron, Point S; plus kit, sleeve, and back-of-shirt sponsors), the Moors Business Club membership at £500+VAT, supporter/season-ticket membership tied to the SMSA, and merchandise via a Macron retail partnership. The club also operates the weekly Moors Lotto lottery and rents its 3G pitch through the SportsKey portal. Distribution is direct-to-consumer (matchday and online) supplemented by a direct commercial sales team for corporate accounts; the club does not employ proprietary technology beyond standard SaaS ticketing, lottery, and booking platforms.

The principal shareholders are Darryl Eales and Solihull Moors Investments Limited (each >10%), and the club reinvests revenues into community development through the wholly-owned Solihull Moors Foundation. Notable on-field milestones include winning the National North title in 2015/16, a 2nd-place finish in the National League in 2018/19, and Wembley appearances in the 2022/23 FA Trophy and Promotion Finals. Attendance for the 2026 Arthur Cup against Birmingham City was 1,186, indicating core-matchday demand well below stadium capacity.

Name

Solihull Moors FC

Legal name

Solihull Moors Football Club CIC

Website

https://solihullmoorsfc.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Solihull Moors FC is a professional English National League football club based at Damson Park in Solihull, West Midlands, operating a multi-tier business spanning matchday ticketing, premium hospitality, corporate sponsorship, merchandise, and a community interest company structure serving local supporters and regional business partners.

Ownership category

akta.pro rank

Product category

Professional football club

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Association Football (Soccer) Leagues (MPAKAAAA)

Keywords

• Professional football club
• Matchday hospitality services
• Corporate sports sponsorship
• Football academy programmes
• Community sports entertainment

Headquarters

HQ city

Solihull

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Ticket Sales: Revenue from matchday ticket sales for National League fixtures, pre-season friendlies, and special events such as the Arthur Cup. Ticket prices vary by match type and spectator category.
2. Hospitality Services: Premium hospitality experiences including the Jerroms Vice-Presidents Suite (priced at £1250 + VAT per match), executive boxes for up to 10 guests, and seasonal executive box packages. Matchday hospitality provides significant premium revenue.
3. Sponsorship: Multiple sponsorship tiers including principal partners (Living Well Consortium, Jerroms, Davisons Law, WERQWISE, Macron, Point S), kit sponsors, sleeve sponsors (Konsileo), back-of-shirt sponsors (Soho Tavern), perimeter board sponsors, corporate community sponsors, and match-specific sponsors. Partnerships span the 2026/27 season.
4. Business Club Membership: Moors Business Club membership at £500 + VAT offering access to events, matchday hospitality experiences, brand exposure across club channels, and inclusion in the Business Club directory online.
5. Supporter Membership & Merchandise: Season ticket holders automatically become SMSA members with various benefits. Additional revenue from merchandise sales through Macron store including replica kits, apparel, and accessories.
6. Moors Lotto: Weekly lottery product (Moors Lotto) with jackpot prizes, generating additional revenue stream for the club.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Solihull Moors FC operates a professional men's football club competing in the National League, supplemented by a women's team, academy, and youth/junior sections. Its sellable commercial offerings include matchday tickets, premium hospitality (Jerroms Vice-Presidents Suite and executive boxes), the Moors Business Club corporate membership, replica kit and merchandise via Macron Store, the weekly Moors Lotto, and 3G pitch hire at the Solihull Moors Sports Conference Centre.

Product overview

Solihull Moors FC operates as a community football club with a multi-team structure including First Team, Women's Team, Academy, and Youth & Junior sections competing in the National League. The club's commercial operations span hospitality offerings (Jerroms Vice-Presidents Suite, Matchday/Seasonal Executive Boxes), the Moors Business Club membership network, retail merchandise through Macron, the Moors Lotto lottery product, and 3G pitch facility bookings. The club maintains a network of sponsors across principal, kit, club sponsor, and perimeter board categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Jerroms Vice-Presidents Suite Premium per-match hospitality experience at Damson Park featuring private balcony seating on the halfway line, premium seating, and access for distinguished guests. Priced at £1,250 + VAT per match and intended for corporate entertaining and high-spend supporters.
• Matchday Executive Box Private executive box experience for up to 10 guests with their own balcony and premium seating at Damson Park, sold on a match-by-match basis for corporate entertaining and group hospitality.
• Seasonal Executive Box Full-season access to a private executive box at Damson Park with balcony and premium seating for up to 10 guests, contracted on a multi-year basis for corporate clients seeking year-round matchday hospitality.
• Moors Business Club Annual corporate membership priced at £500 + VAT providing access to Business Club events, matchday hospitality experiences, brand exposure across club channels, and inclusion in the Business Club online directory. Targeted at local and regional businesses seeking networking and visibility.
• Moors Lotto Weekly club lottery offering a jackpot prize (e.g., £4,500 jackpot displayed on the home page), played online through the Clubforce platform, generating recurring revenue for the club.
• 3G Pitch Bookings Facility rental of the 3G pitch at the Solihull Moors Sports Conference Centre, booked through the SportsKey venue portal. Targeted at local teams, community groups, and sports users needing pitch hire.
• Solihull Moors Retail Shop Official club retail operation in partnership with Macron Store Cardiff, selling replica kits including the 25/26 Home Shirt, Macron apparel, and club accessories to supporters online and at the storefront.

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core, minor and major.

• Slim ChickenscoreGTM or Marketing Partner · 15 July 2026Slim Chickens became an Official Club Partner ahead of the 2026/27 National League season. The partnership features the Slim Chickens logo on the Club's Youth and Junior kits, supporting the next generation of Moors players throughout the upcoming campaign. Slim Chickens is a rapidly growing restaurant brand known for hand-breaded chicken tenders and Southern-inspired hospitality, with their newest restaurant opening at Birmingham Grand Central.
• Blues 4 AllminorGTM or Marketing Partner · 15 July 2026Award-winning Birmingham City supporters' group serving as Official Match Ball Sponsor for the 2026 Arthur Cup. Blues 4 All celebrates its 11th anniversary coinciding with the Arthur Cup fixture. The partnership supports fundraising for NSPCC and Solihull Moors Foundation.
• KonsileocoreGTM or Marketing Partner · 1 January 2026Konsileo expanded its partnership to become the Club's official sleeve sponsor for the 2026/27 season. Having partnered with the club throughout the previous season, Konsileo's support grew into its first official shirt sponsorship, with the company's branding featuring on the sleeve of the new home shirt.
• Soho TaverncoreGTM or Marketing Partner · 1 January 2026Soho Tavern joined as the Club's back-of-shirt sponsor for the 2026/27 season. The well-established West Midlands business's branding features on the back of the Moors' home shirt, creating a partnership between two community-rooted organisations.
• Living Well ConsortiummajorGTM or Marketing PartnerPrincipal partner of Solihull Moors FC.
• JerromsmajorGTM or Marketing PartnerPrincipal partner and naming sponsor of the Jerroms Vice-Presidents Suite hospitality area. Long-standing club partner.
• Davisons LawmajorGTM or Marketing PartnerPrincipal partner of Solihull Moors FC.
• WERQWISEmajorGTM or Marketing PartnerPrincipal partner of Solihull Moors FC. WERQWISE operates stadium tours at Damson Park.
• MacronmajorGTM or Marketing PartnerOfficial kit supplier and principal partner. Macron operates the Solihull Moors retail shop.
• Point S Tyre and AutocaremajorGTM or Marketing PartnerPrincipal partner of Solihull Moors FC.
• Eric LyonsmajorGTM or Marketing PartnerKit sponsor of Solihull Moors FC. SMSA members receive free breakfast bap and coffee at Eric Lyons every Tuesday.
• Cure LeukaemiaminorGTM or Marketing PartnerCharity partner of Solihull Moors FC.
• Graham BuddminorGTM or Marketing PartnerUK's leading specialist auctioneers of sports memorabilia. Partner providing memorabilia auction services.
• Veezu (Official Ride Partner)minorGTM or Marketing PartnerOfficial taxi/ride partner of Solihull Moors FC, providing transport services for supporters attending matches.
• NSPCCminorOthersCharity beneficiary of the annual Arthur Cup fixture against Birmingham City. The fixture raises vital funds for the NSPCC's preventive work with vulnerable and at-risk children.
• Solihull Moors FoundationcoreOthersOfficial charity partner of Solihull Moors FC. The Foundation supports the local community through various initiatives and benefits from Arthur Cup fundraising. The Foundation runs Women's Team, Youth and Juniors, and community programmes.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• AFC Wimbledon: Community-rooted football club with similar fan-owned governance DNA and EFL promotion aspirations. Provides a benchmark for how a community-focused lower-league club can scale commercial operations through promotion.
• Wrexham AFC: Historically comparable National League football club that has since been promoted to League One following Hollywood ownership investment. Direct benchmark for Solihull Moors in terms of non-league scale, fan engagement, and the EFL promotion pathway the club aspires to.
• Boreham Wood FC: National League club with comparable stadium capacity and commercial approach. Useful peer for understanding sponsorship yields and matchday revenue dynamics at the same tier.
• Eastleigh FC: National League club with comparable commercial structure including corporate hospitality, sponsorship tiers, and community programmes. Direct peer for revenue stream composition at the same tier.
• Notts County: The oldest professional football club in the world, currently competing in the National League. Direct peer to Solihull Moors at the same competitive tier, sharing the same promotion ambitions, central distribution economics, and sponsorship dynamics.
• Chesterfield FC: National League club with similar stadium scale (~10,000 capacity but lower attendances) and community-focused commercial model. Comparable in terms of merchandising, sponsorship tiers, and matchday revenue dynamics at the same league level.
• Dagenham & Redbridge: National League club operating from a small stadium with a similar community-driven commercial model. Provides a useful comparison for the lower end of National League commercial economics.
• Stockport County: National League/National League North level club with comparable stadium size and commercial structure. Useful peer for understanding the operational economics of a community-focused club pursuing EFL promotion.
• Hartlepool United: National League club with similar stadium scale and town-based supporter base. Comparable on matchday revenue, local sponsorship dependency, and the structural challenges of operating outside the EFL.

Others

• Macron (Sportswear): Solihull Moors' official kit supplier and principal partner; also operates the club's retail shop. While not a football club peer, Macron is a directly comparable ecosystem partner that any investor or acquirer would need to evaluate when assessing the club's retail and merchandise economics.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SolihullMoors
• YouTubeyoutube.com/channel/UCgRZcsv149ICk40Gw0yMKCA
• Facebookfacebook.com/SolihullMoorsFootballClub
• Instagraminstagram.com/solihullmoors
• LinkedInlinkedin.com/company/solihull-moors-football-club-ltd-

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

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 Solihull Moors FC