Maidenhead United Football Club

What Maidenhead United Football Club does

Maidenhead United Football Club is an independent community football club established in 1870, based at York Road stadium in Maidenhead, Berkshire. It fields a men's first team in the Enterprise National League South (the sixth tier of English football), a women's team in the FA Women's National League Southwest Division, futsal sides, an academy in partnership with Berkshire College of Agriculture, performance teams, and a juniors section spanning U7s to U18s — one of the largest grassroots football clubs in the Thames Valley with 52+ teams and 650+ members. Average men's first-team attendance is approximately 1,400.

The club's commercial model is diversified across six revenue streams: matchday ticket sales (adults £18 advance/£20 gate, concessions and youth tiers down to £4/£5), season memberships in Silver/Gold/Platinum tiers with payment plans, multi-partner shirt and sleeve sponsorship (CALM front-of-shirt, Cluberly back-of-shirt, Equity Networks and Felsham PD sleeve, Kelme technical kit), coaching and holiday camps (Pan Disability £7/session, Autism-Friendly Football £5/session), retail via mufcdirect.co.uk, and venue hire plus Stripes Sports Bar hospitality.

A wholly-aligned Charitable Incorporated Organisation — Maidenhead United FC Community Trust (Charity No: 1160950) — operates as the social-impact arm, delivering £5 million+ of estimated annual social value through 300+ monthly sessions covering Premier League Primary Stars in local schools, walking football, disability football, wellbeing walks, exercise classes for older adults, befriending services and holiday camps. The club is privately owned without external equity backing, funded through ticket, membership, sponsorship, grant and coaching income.

Name

Maidenhead United Football Club

Legal name

Maidenhead United Football Club

Website

https://maidenheadunitedfc.org

Company type

Private

Founded year

1870

Operating status

Operating

Headcount range

51–100 employees

Short description

Maidenhead United Football Club is an independent community football club founded in 1870, based at York Road in Maidenhead. It operates men's, women's, futsal, academy, and 52+ junior teams, plus a Community Trust delivering £5M+ of annual social value through football, health, and education programmes across the Thames Valley.

Ownership category

akta.pro rank

Product category

Community Football Club (Grassroots and Semi-Professional Sport)

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Fitness and Recreational Sports Centers (71394), 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 industries

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Community football club
• Grassroots youth football
• Competitive football teams
• Community sport programmes
• Football coaching camps

Headquarters

HQ city

Maidenhead

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 Revenue: Revenue from ticket sales at York Road for men's, women's, and futsal fixtures. Adults £18 advance/£20 on gate, concessions £13.50/£15, Next Gen £9/£10, Under 17s £4/£5
2. Memberships: Season memberships (Silver, Gold, Platinum tiers) with payment plan options. Digital matchday programme subscription £200 for 23 matches.
3. Commercial Partnerships: Sponsorship deals including front-of-shirt (CALM), back-of-shirt (Cluberly), sleeve (Equity, Felsham PD), technical partner (Kelme), and CALM partner programme with multiple local businesses.
4. Coaching & Camps: Fees for holiday camps, coaching sessions, and development programmes. Pan Disability Football £7/session, Autism-Friendly Football £5/session.
5. Retail: Club shop selling merchandise through mufcdirect.co.uk
6. Venue Hire & Events: Stripes Sports Bar, facility hire, corporate events, Thinking Business networking events

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Maidenhead United Football Club is a community football club operating competitive men's, women's, futsal, academy, and junior teams from York Road Stadium in Maidenhead, and delivering community sport, wellbeing, and education programmes through the Maidenhead United FC Community Trust (Charity No: 1160950). Its sellable offerings include matchday tickets, season memberships (Silver/Gold/Platinum), coaching and holiday camps, walking/disability/autism-friendly football sessions, Premier League Primary Stars school delivery, matchday programme subscriptions, merchandise through mufcdirect.co.uk, venue hire, and Stripes Sports Bar hospitality.

Product overview

Maidenhead United Football Club is a community football club offering a comprehensive multi-tiered programme across football and community services. The core product portfolio includes men's and women's senior football teams competing in the National League system, a youth Academy (U16-U19) with university partnership, Performance teams for player development, a large Juniors section (52 teams, 650+ members), and Futsal programmes. The club's community arm, Maidenhead United FC Community Trust (Charity No: 1160950), delivers extensive social impact through Premier League Primary Stars, coaching camps, walking football, disability football, wellbeing walks, exercise sessions for over 50s, and befriending services - generating an estimated £5 million+ in social value annually. Commercial offerings include matchday programmes, season memberships with payment plans, venue hire, and hospitality at Stripes Sports Bar. The portfolio spans from professional football to grassroots participation, serving ages 5 to 80+ across the Thames Valley region.

Differentiator

Problem solved

Functional benefit

Products and services

• MUFC Men's Team (Matchday Football) Senior men's football team competing in the Enterprise National League South (sixth tier of English football), playing home matches at York Road with average attendance of approximately 1,400 supporters. Sold as a live matchday experience via tickets and memberships.
• MUFC Women's Team (Matchday Football) Senior women's football team competing in the FA Women's National League Southwest Division, playing home matches at York Road. Sold as a live matchday experience via tickets.
• MUFC Academy (U16/U19) U19 Academy programme delivered in partnership with Berkshire College of Agriculture, offering both men's and women's teams with a direct pathway into MUFC first teams and semi-professional clubs. Includes a U16 Academy team competing in Division 1 of the Wycombe & South Buckinghamshire Minor League.
• MUFC Juniors (Grassroots Youth Football) One of the largest grassroots football clubs in the Thames Valley, fielding 52 teams covering U7s to U18s age groups with over 650 members, providing opportunities for children of all ages and abilities to play football in a safe and friendly environment.
• MUFC Futsal Futsal programme featuring men's and women's teams and development programmes playing at the top level of national futsal across the Thames Valley and M4 corridor.
• Coaching & Camps Community coaching programmes delivered by Maidenhead United in the Community, including school holiday camps, after-school clubs, weekend fun football sessions, development sessions, advanced sessions, girls-only sessions, specialised goalkeeper coaching, and Mini Magpies sessions for young children.
• Magpie MeetUps (Befriending Service) Befriending initiative from Maidenhead United FC Community Trust bringing local people together for friendly conversation, companionship, and community connection, with volunteer-led groups meeting at venues across the Royal Borough of Windsor & Maidenhead.
• Ramblers Wellbeing Walks Free friendly wellbeing walks open to all abilities, led by the community trust team across various locations in Maidenhead and Windsor, with distances of 2-3 miles and optional café meet-ups afterwards.
• Healthy & Active Lifestyles Programme Weekly exercise sessions for older people including Return to Exercise classes, Seated/Standing Exercise, and fitness sessions tailored to enhance both mental and physical wellbeing across venues in Maidenhead.
• Walking Football Slower version of football for players wanting to stay active, with women's, men's, and mixed sessions using 3G pitches at Braywick Leisure Centre and the Maidenhead United 5-a-side cage pitch.
• Pan Disability Football Weekly disability football sessions at York Road for all disabilities and ages, run by coaches with experience in Disability Football, enabling participants to enjoy different football games and drills in a fun and safe environment. Priced at £7 per session (Mondays 7pm-8pm at The Cage, York Road).
• Autism-Friendly Football Sunday morning football club for individuals with autism and their siblings/friends, developed with Maidenhead-based charity Stand Out For Autism, providing a safe and supported environment for children aged 5-14. Priced at £5 per session (Sundays 9am-10am at Dedworth Middle School, Windsor).
• Premier League Primary Stars (PLPS) National programme using football to inspire children aged 5-11 in classroom, playground, and sports field settings, with resources covering subjects from English and Maths to teamwork and PE, delivered through local primary schools.
• Season Memberships (Silver / Gold / Platinum) Season membership tiers including Silver, Gold, and Platinum options with payment plan availability, providing access to York Road on match days and various member benefits.
• Stripes Sports Bar (Hospitality) On-site sports bar at York Road hosting events including 'Meet the Management Team' Q&A sessions and various community functions.
• Venue Hire Commercial hire of club facilities including the ground, meeting rooms, and event spaces for external functions and activities.
• Club Shop (Retail Merchandise) Online merchandise store for replica kits, apparel, and accessories, supplied via the Kelme technical partnership.
• Matchday Programme (Subscription) Official matchday programme available as free digital download via QR codes posted around the ground, with a subscription-only paper-copy option for fans preferring physical souvenirs at £200 for 23 National League matches.
• MUFC Performance Teams Performance teams forming part of the player pathway at Maidenhead United, designed to nurture local talent with progression opportunities into Academy sides and eventually the First Team.

Quantifiable outcome

• £5 million+ social value generated annually
• +5 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

23 partnerships are on record, tiered core, flagship and minor.

• Ben&Jack StudiocoreGTM or Marketing Partner · 16 July 2026Official creative partner for 2026/27 season. Content production company founded by Ben Marlow and Jack Tompkins. Producing kit launch, player/staff headshots, matchday photography. Located at Reform Road, Maidenhead. Co-founder Ben Marlow is a Maidenhead United Gold Member.
• KelmecoreChannel Partner/ Reseller/ Distributor · 8 April 2026Three-year extension of technical teamwear partnership from 2026/27 season. Supplies first-team kits, training wear, and travel apparel across men's, women's, academy, futsal, juniors, community and walking football divisions. Partnership began in 2023.
• Campaign Against Living Miserably (CALM)flagshipStrategic or Co-development Partner · 15 July 2025Suicide prevention charity featured on front of shirt across all club teams (men, women, juniors, futsal, walking football). Third season of partnership in 2025/26. Made possible through collective sponsorship by local businesses (CALM Partners). Partnership includes awareness campaigns, charity golf days raising £5,000+, and mental health messaging.
• INTIXcoreTechnology or Integration · 5 June 2025Official ticketing provider from 2026/27 season. Founded 2017, provides online and door sales ticketing solutions. Offering digital ticketing, access control, membership options, and fan engagement tools.
• Christopher WardcoreGTM or Marketing PartnerCALM partner supporting front-of-shirt partnership. Luxury watch company based in UK.
• Off The TapcoreGTM or Marketing PartnerCALM partner. Maidenhead craft beer and burger bar. Long-term club partner.
• Equity NetworkscoreGTM or Marketing PartnerIT managed service provider, sleeve sponsor for men's first team and all 64 junior teams for 2025/26. Principal partner of MUFC Juniors since 2019. Provides broadband at York Road.
• Wilson PartnerscoreGTM or Marketing PartnerLocal accountancy firm, CALM partner. Long-term supporter of the club and community programme. Participates in wellbeing walks and business networking events.
• Fast LanecoreGTM or Marketing PartnerGlobal technology training provider, sponsor of Women's Football. CALM partner. Supports women and girls' team and 'United as ONE' initiative.
• CluberlyminorGTM or Marketing PartnerSavings app sponsor on back of shirt for 2025/26 season across all teams. Founded in Maidenhead.
• Premier League Primary StarscoreStrategic or Co-development PartnerNational programme using football appeal to inspire children. £25,000 funding to support delivery in local primary schools. Resources for teachers across English, Maths, PSHE and PE.
• TIC HealthminorGTM or Marketing PartnerHealth membership provider, sponsor of National League. Offering 50% discount on memberships for supporters.
• Howden InsuranceminorGTM or Marketing PartnerLocal insurance broker. Boot Exchange partnership to recycle/reuse football boots for children. Branch at 104 High Street, Maidenhead.
• Felsham PDminorGTM or Marketing PartnerSleeve sponsor for men's first team for 2023/24 Vanarama National League season.
• Shanly FoundationcoreGTM or Marketing PartnerCALM partner supporting front-of-shirt partnership.
• SmedvigcoreGTM or Marketing PartnerCALM partner supporting front-of-shirt partnership.
• HUB LivingcoreGTM or Marketing PartnerCALM partner and back-of-shirt sponsor. Property developer for One Maidenhead project.
• O'Brien Real EstatecoreGTM or Marketing PartnerCALM partner and golf day supporter. Real estate agency in Maidenhead area.
• Gardner LeaderminorGTM or Marketing PartnerLaw firm, long-term club partner.
• InspirationsminorGTM or Marketing PartnerPaint and decorating merchant based in Berkshire. Offers discounts to Gold and Silver members.
• AB WalkerminorGTM or Marketing PartnerLocal partner supporting the club.
• BWH DrinksminorGTM or Marketing PartnerDrinks supplier, donated prizes for CALM charity golf day.
• Green Swing GolfminorGTM or Marketing PartnerGolf company donating prizes for CALM charity golf day.

Scale indicators11 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Woking FC: Woking FC competes in the National League (one tier above Maidenhead) but operates at a similar community-club scale, with comparable matchday revenue and a strong community programme. Most directly comparable National League-tier non-league club in the south of England.
• Boreham Wood FC: Boreham Wood FC plays in the National League South alongside Maidenhead, operating from a similar small-stadium model with community focus and local sponsorship base. Direct league peer and demographic competitor in the Hertfordshire/north London commuter belt.
• Farnborough FC: Farnborough FC operates at the same tier (National League South) with a comparable semi-professional community model and southern commuter-belt catchment. Direct peer in scale, attendance, and revenue mix.
• Hampton & Richmond Borough FC: Hampton & Richmond Borough FC is a south-west London community club playing in National League South with a similar non-league pyramid profile, volunteer-heavy community programmes, and small-business sponsorship base. Direct peer in operating model and catchment profile.

Broad incumbents

• Reading FC: Reading FC is the largest professional club in the immediate Maidenhead catchment and primary competitor for supporter, sponsor, and youth-talent attention. Geographic incumbent whose decisions shape the regional sponsorship market.
• Sutton United FC: Sutton United operates a tier above Maidenhead in the National League with a larger stadium and stronger commercial footprint. Comparable as a community-rooted non-league club pursuing promotion through organic growth rather than external investment.
• Wycombe Wanderers FC: Wycombe Wanderers is the principal EFL club in the Thames Valley and the natural destination club for higher-tier ambitions of academy products from Maidenhead's pathway. Comparable as the local pyramid benchmark rather than direct competitor.
• Eastleigh FC: Eastleigh FC plays in the National League and has invested in stadium infrastructure and commercial operations beyond Maidenhead's level. Comparable as a Hampshire/M4-corridor community football business with similar pyramid ambitions.

Regional players

• Slough Town FC: Slough Town FC is a Berkshire-based non-league club (operating a tier or two below Maidenhead) competing for the same Thames Valley supporter and sponsor pool. Geographic peer with overlapping community engagement territory.

Others

• National League Trust: The National League Trust is the grant-funding body that has supported Maidenhead's Premier League Primary Stars and Engage programmes. Comparable as a critical ecosystem partner rather than a competitor; defines the funding environment for National League-tier community work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MUFCYorkRoad
• Facebookfacebook.com/MUFCYorkRoad
• LinkedInlinkedin.com/company/maidenhead-united-fc-ltd
• Instagraminstagram.com/mufcyorkroad/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries2 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 Maidenhead United Football Club