Goole AFC

What Goole AFC does

Goole AFC is a community association football club based in Goole, East Riding of Yorkshire, England, founded in 1997 by Mike Norman as a successor to Goole Town AFC. The club currently competes in the Northern Counties East League (NCEL) Division One (step 9 of the English football pyramid) and plays home matches at Victoria Pleasure Grounds on Marcus Street. Off the pitch it operates as a volunteer-led amateur sporting organisation with a small management committee (Chairman Alan Wilson, Joint Managers Keelan Hall and Jimmy Ghaichem, Secretary Connor Walker, Commercial Manager Bob Haywood), under the life presidency of Geoff Bruines.

The club's revenue base is built on five thin streams: matchday admission (adults £7, concessions £5, accompanied juniors free-to-£4), season tickets (full-season £30–£100 with early-bird discount, half-season £18–£46), match-day programme sales (£3 per copy of the "Viking Review"), local corporate sponsorship (kit, sleeve, mascot, programme, and warm-up packages), and merchandise sold through a SumUp online store. Distribution is purely direct-to-consumer: at the gate on matchdays, through the Victoria Pleasure Grounds club shop, and via the SumUp e-commerce storefront. The club's website is built on the MyClubPro third-party platform.

Goole AFC is heavily integrated into the local community through a flagship FA affiliation partnership with Goole Town Tigers, providing a youth-to-adult football pathway for approximately 430 local children, supplemented by a Viking Mascots programme and an extensive roster of local-business sponsors. The club is England Football Accredited, trades under the nickname "The Vikings," and serves as a small-scale community sports asset rather than a commercial enterprise.

Name

Goole AFC

Legal name

Goole AFC

Website

https://gooleafc.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Goole AFC is a community football club in Goole, East Riding of Yorkshire, founded in 1997, competing in the Northern Counties East League Division One. It serves local supporters, youth football families, and small local sponsors through matchday tickets, season tickets, programmes, and merchandise.

Ownership category

akta.pro rank

Headquarters

HQ city

Maidstone

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, Supply Chain

Revenue model

1. Matchday Ticket Sales: Revenue from match admission fees including adults, concessions, juniors, and children under 14 who receive free entry when accompanied.
2. Season Tickets: Full and half-season ticket packages offering discounted access to home league games with early bird pricing incentives.
3. Match Programme Sales: Sale of the Viking Review match programme at £3.00 per copy at each home game.
4. Sponsorship Revenue: Corporate sponsorship packages including kit sponsorship, stadium advertising, programme advertisements, and matchday mascot opportunities.
5. Merchandise Sales: Online store sales of club merchandise through SumUp store platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Goole AFC is a community semi-professional football club that provides non-league football matchday entertainment at Victoria Pleasure Grounds in Goole, East Riding of Yorkshire. The club sells matchday admission tickets, full and half-season ticket subscriptions, the Viking Review match programme, branded club merchandise, Viking Mascots experiences, and a range of corporate sponsorship packages to local businesses.

Product overview

Goole AFC is a football club, not a technology product company. The club's website is built on the MyClubPro platform (a website creation service for sports clubs) and uses third-party platforms for ancillary services. The club itself provides football-related services including matchday events, season tickets, sponsorship packages, and merchandise sales via an external SumUp store.

Differentiator

Problem solved

Functional benefit

Products and services

• Season Tickets Annual subscription tickets granting holders discounted access to home league games at Victoria Pleasure Grounds. Adult tickets from £80 (early bird) to £100, concessions (60+) from £55 to £70, and juniors (U16) from £30 to £40. Valid for home league games only and do not include cup or pre-season games.
• Half Season Tickets Half-season subscription covering 10 home league fixtures, priced at £46 for adults (£4.60 per game), £32 for OAPs (£3.20 per game), and £18 for juniors U16 (£1.80 per game). Provides a lower-commitment alternative to a full season ticket.
• Matchday Admission Pay-as-you-go entry to home league matches at Victoria Pleasure Grounds. Adults £7.00, concessions £5.00, accompanied juniors aged 14-17 £4.00, accompanied juniors under 14 free, and unaccompanied juniors under 18 £7.00. Both cash and card payments accepted at the ground.
• Viking Review Match Programme Full-colour glossy match programme sold at £3.00 per copy at each home game, featuring club news, sponsor advertisements, and match coverage. Sponsorship for the 2026/27 season is provided by Majestic Garage.
• Club Merchandise Branded Goole AFC merchandise (including home and away kits sponsored by C&J Stonemasonry Ltd and sleeve-sponsored by J. Petty Motors) sold online through the SumUp store and at the physical club shop on specified days.
• Corporate Sponsorship Packages Recurring sponsorship packages for local businesses including kit sponsorship (main: C&J Stonemasonry Ltd), sleeve sponsorship (J. Petty Motors), tracksuits (J.W. Myers Monumental Masons), warm-up tops (Thorne Memorials), matchday mascots, player sponsorship, match ball, man of the match, and programme advertising (Majestic Garage). Glen Wilson Limited's package for 2026/27 includes 10 match day mascots, 1 player sponsorship, 1 match ball, and 1 man of the match award.
• Viking Mascots Matchday mascot experiences for children, providing a pathway for families and youth to engage with the club on matchdays. Mascot opportunities are bundled within corporate sponsorship packages (e.g., Glen Wilson Limited) and offered as a community engagement feature.

Quantifiable outcome

• Youth development pathway for approximately 430 local children through Goole Town Tigers partnership
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core, major and supporting.

• Goole Town TigerscoreStrategic or Co-development Partner · 1 July 2026FA affiliation partnership providing approximately 430 local children with a pathway into adult football. This represents a significant step forward for football development in Goole and surrounding areas. The partnership will be celebrated at a friendly against Sheffield Wednesday on 17th July 2026.
• C&J Stonemasonry LtdcoreGTM or Marketing PartnerMain kit sponsor extending sponsorship of both home and away kits for the 2026/27 season. This represents a tenth consecutive season of sponsorship. Directors Craig Russell and Jimmy Kay featured in the partnership announcement.
• Glen Wilson LimitedmajorGTM or Marketing PartnerCorporate sponsor for 2026/27 season providing 10 match day mascots, 1 player sponsorship, 1 match ball, and 1 man of the match award. Glen Wilson Limited is a ventilation services company established in 1948.
• Global Shipping Services LtdmajorGTM or Marketing PartnerCorporate sponsor renewing sponsorship for the 2026/27 season. Managing Director Peter Waud featured in announcement. Global Shipping Services is a major operator in break-bulk cargo in Humber Ports established in 1989.
• Sweeting Bros LimitedmajorGTM or Marketing PartnerCorporate sponsor renewing sponsorship for the 2026/27 season. Specialist land and sportsturf drainage contractors operating from East Riding of Yorkshire since 1968.
• J.W. Myers Monumental MasonssupportingGTM or Marketing PartnerFirst team tracksuits sponsor for 2026/27 season. Managing Director Debbie Shipley leads the company located at 27 Pasture Road, East Yorkshire.
• Majestic GaragesupportingGTM or Marketing PartnerSponsor of the Viking Review matchday programme for 2026/27 season. Steve Goodhand represents the company located at Unit 1b Rawcliffe Road, Goole.
• J. Petty MotorssupportingGTM or Marketing PartnerSleeve sponsor for both home and away shirts for 2026/27 season. Family-run local garage established in 1958, offering vehicle services in Goole.
• Thorne MemorialssupportingGTM or Marketing PartnerWarm up tops sponsor for 2026/27 season. Owner Debbie Shipley leads the memorial services company based in Thorne, Doncaster.
• SumUp (Cards Accepted)supportingChannel Partner/ Reseller/ DistributorCard payment terminals sponsor providing contactless payment facilities throughout the Victoria Pleasure Grounds stadium.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Bridlington Town FC: Larger, longer-established East Yorkshire non-league club competing at a higher step of the pyramid; broader regional catchment and bigger sponsor base provide a benchmark for what a successful East Riding non-league club can scale into.
• Whitby Town FC: Established North Yorkshire non-league club playing several tiers above Goole AFC; useful as a regional incumbent reference point for sponsorship pricing, attendance scale, and community engagement in a comparable small-town setting.

Direct peers

• Parkgate FC: Former club of incoming Joint Managers Hall and Ghaichem; another South Yorkshire NCEL-level side with a comparable small-town, volunteer-driven operating model.
• Bottesford Town FC: Direct opponent in Goole AFC's fixture list and fellow Northern Counties East League club at a comparable step of the English football pyramid, drawing on similar community-based sponsorship and matchday revenue streams.
• Dearne & District FC: Former club of incoming Joint Managers Hall and Ghaichem and Assistant Manager Hunt; operates at the same NCEL tier with a similar South Yorkshire community-football model, making it a directly comparable peer.
• Handsworth FC: Northern Counties East League club from South Yorkshire operating at a comparable non-league tier with similar commercial model — matchday, season tickets and local sponsorship — making it a directly comparable private-community club.
• Louth Town FC: Direct recent opponent (4-0 loss to Goole in April 2026) and fellow NCEL non-league club; comparable small-town catchment, volunteer-run operations, and reliance on local SME sponsorship.
• Staveley Miners Welfare FC: Named in Goole AFC's pre-season fixtures for 2026/27 and a long-standing NCEL-side with similar community ethos, mining-heritage identity, and Division One/Premier Division yo-yo history.
• Penistone Church FC: Yorkshire-based NCEL club operating from a similar small-town catchment with comparable ticket pricing, community youth focus, and reliance on local SME sponsorship.

Emerging players

• Howden AFC: Smaller, lower-tier local club mentioned in Goole's recent news and fixtures; an emerging peer that intersects with Goole's catchment and could compete for the same community fanbase and youth players.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/GooleAFC

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Goole AFC