Skegness Town AFC

What Skegness Town AFC does

Skegness Town AFC is a community-owned English association football club founded in 1947 and registered as a Community Amateur Sports Club (CASC No: CH10283). The club fields a senior men's first team competing in the Uhlsport United Counties Football League Premier Division North at Step 5 of the English non-league football pyramid, a reserve team in the Lincolnshire League at Step 7, a Veterans (Over 35s) side, a Women's team and Girls' Under 10s, and a full youth/junior pathway from Under 7s through Under 18s. All squads play out of the MKM Stadium on Wainfleet Road, Skegness, which received a £25,000+ LED floodlight upgrade in June 2026, 70% funded by the Premier League Stadium Fund.

The club's revenue model is a community-sports mix rather than a commercial product business. Income streams comprise pay-on-the-gate matchday admission (Adults £5, Concessions £3 for pre-season), annual season tickets priced at £100 covering all home league matches, player sponsorship packages at £100 per player, and club/shirt sponsorship from three disclosed local businesses (Blue Anchor Leisure, MKM Building Supplies, Bottons Pleasure Beach). Distribution is entirely direct: matchday box office, contact via committee member Dom Murray (07507 132040), and a Pitchero-powered website and mobile app. The club is volunteer-led under a committee structure (Chairman Jonathan Moses, Secretary Chris Rawlinson, Treasurer Kevin Brady, Director of Football Nick Chapman) and is not backed by external investors.

Technology and data assets are minimal and entirely off-the-shelf: the website and club management are provided by Pitchero, with no proprietary platform, API, or AI/ML capability. The customer base is geographically narrow — local Skegness and Lincolnshire supporters, families, youth players, and a small set of local business sponsors — yielding a high concentration risk in a small, donor- and gate-funded revenue base. Strategic activity in 2026 has centred on infrastructure renewal (floodlights), formalised commercial product launches (season tickets, player sponsorship), and first-team recruitment, but the club remains a grassroots community asset rather than a scalable enterprise.

Name

Skegness Town AFC

Legal name

Skegness Town Associated Football Club

Website

https://skegnesstownafc.co.uk

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

11–50 employees

Short description

Skegness Town AFC is a community-owned, CASC-registered English non-league football club founded in 1947, fielding a Step 5 first team, a reserve side, and full youth, women's, and veterans pathways from its MKM Stadium in Skegness, Lincolnshire, funded through matchday tickets, £100 season tickets, and local business sponsorships.

Ownership category

akta.pro rank

Product category

Amateur Football Club

NAICS

Sports Teams and Clubs (711211), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industry

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)

Keywords

• Association football club
• Grassroots football
• Youth football development
• Community sports club
• Amateur football club

Headquarters

HQ city

Skegness

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, Others

Revenue model

1. Matchday Ticket Sales: Pay-on-the-gate admission for home matches. Adults £5, Concessions £3 for pre-season friendlies. League match pricing not specified.
2. Season Tickets: Season tickets for 2026/27 season priced at £100, providing admission to all home league matches (excluding FA Cup and FA Vase fixtures). Sold via box office on matchdays or contact with Dom.
3. Player Sponsorship: Player sponsorship at £100 per player for the 2026/27 season. Includes business logo promotion, social media recognition when player scores or wins Man of the Match, club-wide digital exposure, and four complimentary match tickets.
4. Club Sponsorship: Club and shirt sponsorship arrangements with local businesses including Blue Anchor Leisure (Club Sponsor), MKM Building Supplies (Club Sponsor), and Bottons Pleasure Beach (Shirt Sponsor).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Skegness Town AFC is a community-based English association football club that fields competitive men's, women's, youth, junior, veterans, and reserve teams, primarily at Step 5 of the non-league pyramid (United Counties League Premier Division North). It delivers matchday football from MKM Stadium in Skegness, Lincolnshire, supplemented by grassroots development pathways for juniors and girls, with club operations supported by sponsorships, grants, and volunteer-led governance.

Product overview

Skegness Town AFC is a non-league football club providing a comprehensive range of football services through its multi-team structure. The club operates multiple products including its First Team (competing at Step 5 in the United Counties League), a Reserve Team (Step 7 Lincolnshire League), Youth & Junior Teams (ages 7-18), Veterans, and Women & Girls teams. Revenue-generating products include Season Tickets (£100 for all home league matches in 2026/27) and Player Sponsorship opportunities (£100 per player). The club also offers venue hire through its MKM Stadium facility. The club is affiliated with the Uhlsport United Counties Football League, England Football Accreditation, Lincolnshire FA, and The FA Respect program.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's First Team Matchday Football Competitive men's first-team football fixtures played in the United Counties League Premier Division North (Step 5 of the National League System), hosted at MKM Stadium in Skegness and sold to local supporters, sponsors, and community members via matchday tickets and season tickets.
• Reserve Team Football Reserve-team football fixtures providing second-tier competitive match-play for club players, hosted as part of the Skegness Town AFC schedule at MKM Stadium and suitable for supporters and player-development pathways.
• Youth & Junior Football Programme Grassroots youth and junior football coaching and fixtures for local children, providing participation, training, and competitive match-play through a dedicated youth/junior section of Skegness Town AFC.
• Women & Girls Football Women and girls competitive and participation football offered by the club, providing female participation pathways in Skegness and the surrounding Lincolnshire area as part of Skegness Town AFC's broader team structure.
• Veterans Football Veterans football section for adult players, providing over-age competitive and social football fixtures as part of Skegness Town AFC's multi-section offering.
• Club Sponsorship Packages Sponsorship packages sold to local businesses and partners, offering pitch-side hoardings, programme placement, kit branding, match-ball sponsorship, and title-stadium naming rights such as the existing MKM Stadium deal.
• Player Sponsorship Individual player sponsorship where a sponsor's name is associated with a named first-team player via the matchday programme and club communications, sold to supporters and local businesses.
• Season Tickets Annual season-ticket membership granting access to all home league fixtures at MKM Stadium throughout the season, sold to individual supporters and families in Skegness and the surrounding area.

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor and core.

• Blue Anchor LeisureminorChannel Partner/ Reseller/ DistributorClub Sponsor providing financial support to the club. Website links to blueanchorleisure.co.uk.
• MKM Building SuppliesminorChannel Partner/ Reseller/ DistributorClub Sponsor providing financial support and building supplies. Website links to mkm.com.
• Bottons Pleasure BeachminorChannel Partner/ Reseller/ DistributorShirt Sponsor with logo on team shirts. Website links to pleasurebeachskegness.co.uk.
• PitcherocoreTechnology or IntegrationWebsite and club management platform provider powering the club's website, match centre, team management, and app. Ranked #38 on Pitchero Rankings.
• Uhlsport United Counties Football LeaguecoreOthersThe club competes in the Uhlsport United Counties Football League Premier Division North at Step 5 of the non-league pyramid.
• England FootballcoreOthersHolder of England Football Accreditation, indicating compliance with governing body standards for grassroots football clubs.
• Lincolnshire FAcoreOthersAffiliated with Lincolnshire Football Association for county-level football administration and competitions.
• The FA (Football Association)coreOthersAffiliated with The FA, participating in FA Cup and FA Vase competitions. Signatory to FA Respect program.
• Happy Snapz PhotographyminorGTM or Marketing PartnerProvides photography services for the club, credited in multiple news articles for player and match photography.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Boston Town FC: Lincolnshire-based non-league club competing in the same United Counties League Premier Division North at Step 5. Most direct comparable given shared league, geography, and the recent fixture between the two clubs.
• Spalding United FC: Lincolnshire-based non-league club operating at a comparable step in the pyramid. Shared regional catchment and similar community/amateur revenue model.
• Kimberley Miners Welfare FC: Step 5 club in the same United Counties League Premier Division North; recent opponent of Skegness Town. Comparable in scale, amateur/community structure, and target market.
• Ashby Ivanhoe FC: Step 5 club in the United Counties League Premier Division North and recent Skegness Town opponent. Directly comparable in tier, governance model, and community-led revenue approach.
• Rugby Town FC: Step 5 club scheduled as Skegness Town's pre-season opponent and competing in nearby leagues. Comparable in scale, amateur structure, and matchday economics.

Regional players

• King's Lynn Town FC: East Anglian non-league club at a higher tier of the National League System. Comparable structure but operates in a different regional catchment on the Lincolnshire/Norfolk border.
• Gainsborough Trinity FC: Lincolnshire-based non-league club several steps above Skegness Town in the pyramid. Useful regional comparable for understanding local commercial benchmarks.
• Cleethorpes Town FC: Lincolnshire/East coast non-league club at a similar step. Comparable coastal/community model with overlapping supporter profile and similar sponsorship dynamics.
• Boston United FC: Lincolnshire's senior professional club, competing in the National League System at a much higher tier. Regional peer with shared catchment but materially larger scale and professional operations.

Broad incumbents

• Lincoln City FC: Lincolnshire's professional EFL club operating in League One. Regional incumbent with overlapping supporter geography, providing a top-down ceiling on Skegness Town's local catchment.

Market position

Strengths4 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• Xx.com/skegnesstownfc
• Facebookfacebook.com/skegnesstownafc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Skegness Town AFC