Maidstone United Football Club

What Maidstone United Football Club does

Maidstone United Football Club Ltd. is a privately held English non-league football club competing in the National League South (Tier 6 of the English football pyramid). The club traces its heritage to 1867, was reformed in its current form in 1992 (after the original club's liquidation), and operates from Gallagher Stadium at James Whatman Way, Maidstone, which opened in 2012. The club fields a men's first team, a women's team in the SECWFL, an U23s development squad, and an Academy (U19s and Academy 2026), and runs parallel community programmes under the 'Stones in the Community' banner (Raiders disability team, Walking Football for over-40s/over-50s) and a youth development pathway (Soccer Schools, Player Development Centre, Girls' Development Centre, Wildcats, Pebbles Club).

The business model is a hybrid of consumer matchday revenue and B2B commercial sponsorship. Direct-to-consumer revenue is generated through ticket sales (general admission ~£8), season tickets sold via Fanbaseclub, and merchandise through the online shop. Commercial B2B revenue flows from sponsorship packages including stadium naming rights (Gallagher), stand naming rights (Town End Stand), lounge naming rights (iTech Lounge, Spitfire Lounge), pouring rights (Shepherd Neame, three years from October 2023), player sponsorship, programme sponsorship, and venue hire (Spitfire Lounge, 3G pitch). Marketing reach is delivered through StonesTV (YouTube), major social platforms (Facebook, X, Instagram, TikTok), a monthly 'Stones Mail' newsletter, and the official website. The club does not operate a proprietary technology platform; digital operations rely on third-party tools including Fanbaseclub for ticketing, TicketTailor for specific match sales, and ECAL for calendar sync.

The club is owned 50/50 by Oliver Ash and Terry Casey, employs approximately 75 people, and serves the Maidstone and wider Kent community through sport, hospitality, and social outreach. Its competitive context is regional and non-league, with the men's team sitting below the Football League and the women's team competing in the South East Counties Women's Football League. Recent milestones include the 2021/22 National League South title and the 2025 SECWFL League Cup win. Legal entity is Maidstone United Football Club Ltd. (company no. 03720814), registered in England.

Name

Maidstone United Football Club

Legal name

Maidstone United Football Club Ltd.

Website

https://maidstoneunited.co.uk

Company type

Private

Founded year

1867

Operating status

Operating

Headcount range

51–100 employees

Short description

Maidstone United Football Club is a privately held English non-league club competing in the National League South (Tier 6), serving Maidstone and Kent supporters through men's, women's, U23s, academy, and community football programmes at Gallagher Stadium.

Ownership category

akta.pro rank

Product category

Professional Football Club Services

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Association Football (Soccer) Leagues (MPAKAAAA)

akta.pro secondary industries

Professional & Major League Stadiums (MPAKAEAA), Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Professional football club
• Non-league football
• Matchday hospitality
• Community football programs
• Football merchandise sales

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, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Ticket Sales: Revenue from matchday admission prices for Men's, Women's, U23s fixtures and cup matches. General admission typically £8.00 with discounts for under-16s.
2. Season Tickets: Annual season ticket sales providing access to all Men's home league matches.
3. Merchandise & Shop: Online shop selling club merchandise including shirts and accessories.
4. Commercial Sponsorships: Partnership packages including player sponsorship, stand naming rights (Town End Stand), lounge naming rights (iTech Lounge, Spitfire Lounge), and various advertising placements around Gallagher Stadium.
5. Venue Hire: Hire of Spitfire Lounge hospitality space and 3G pitch for events and football activities.
6. Matchday Sponsorship: Packages for matchday branding, programme sponsorship, and hospitality experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Maidstone United Football Club operates competitive football teams across multiple tiers (men's National League South, women's SECWFL, U23s, Academy U19s, Academy 2026) and runs community programmes (Stones in the Community, WalkingSTONES, Raiders disability team, youth soccer schools). Commercial offerings include matchday ticket sales, season tickets, club merchandise, venue hire (Spitfire Lounge, 3G pitch), matchday sponsorship packages, and player sponsorship.

Product overview

Maidstone United Football Club operates as a multi-team football organization offering a unified portfolio of football-related products and services. The core offering centers on competitive football across multiple levels: men's first team (National League South), women's team (SECWFL), U23s development team, and Academy programs (U19s and Academy 2026). Supporting the core football operations are community programs including Stones in the Community (disability Raiders team, Walking Football), comprehensive Youth Teams (Soccer Schools, Player Development Centre, Girls' Development Centre, Wildcats, Pebbles Club), and media/content services through StonesTV. Commercial services include matchday experiences, venue hire (Spitfire Lounge, 3G pitch), season tickets/memberships, and the official club shop. The club's home venue is Gallagher Stadium at James Whatman Way, Maidstone.

Differentiator

Problem solved

Functional benefit

Brands

• StonesTV: The club's official YouTube channel and video content platform
• Stones in the Community
• WalkingSTONES

Products and services

• Men's First Team Football (National League South)
• Women's First Team Football (SECWFL)

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

14 partnerships are on record, tiered core and minor.

• Shepherd NeamecoreGTM or Marketing Partner · 1 October 2023Independent family brewer and pub company. Three-year pouring rights partnership announced October 2023.
• iTech Electrical ContractorscoreGTM or Marketing Partner · 1 August 2023Sponsor of iTech Lounge hospitality area at Gallagher Stadium since 2017. Extended sponsorship in August 2023. NICEIC accredited company.
• Manchett GroupcoreGTM or Marketing PartnerOfficial partner of Maidstone United. Logo displayed on website as club partner.
• Gallagher (Insurance)coreGTM or Marketing PartnerNamed sponsor of Gallagher Stadium. Gallagher is a global insurance brokerage firm with UK operations.
• Total Machining SolutionscoreGTM or Marketing PartnerSponsor of Town End Stand at Gallagher Stadium. Local Kent engineering company.
• GencominorGTM or Marketing PartnerOfficial partner displayed on club website.
• Brisan AccountancyminorGTM or Marketing PartnerOfficial partner displayed on club website.
• Compare & RecycleminorGTM or Marketing PartnerOfficial partner providing mobile phone/comparison services.
• Gullands SolicitorscoreGTM or Marketing PartnerLong-term sponsor with town centre presence (shopfront). Official partner of the club.
• Henry Reeves & CominorGTM or Marketing PartnerOfficial partner displayed on club website.
• Churchill Fire & SecurityminorGTM or Marketing PartnerOfficial partner displayed on club website.
• Freedom LeisurecoreStrategic or Co-development PartnerPartnership giving players access to gym and swimming facilities at Freedom Leisure Maidstone centre next to Whatman Park. UK leisure trust managing 100+ facilities.
• Leeds CastleminorGTM or Marketing PartnerMaidstone-based tourist attraction. Hosted photoshoot for new home shirt at The Beach at Leeds Castle.
• EnterprisecoreGTM or Marketing PartnerEnterprise Rent-A-Car is a sponsor visible on the club website with branding.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/maidstoneunited
• YouTubeyoutube.com/stonestv
• Facebookfacebook.com/Maidstoneunitedfc
• Instagraminstagram.com/maidstoneunited
• TikToktiktok.com/@official_stones
• LinkedInlinkedin.com/company/maidstone-united-football-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Maidstone United Football Club