Walton & Hersham FC

What Walton & Hersham FC does

Walton & Hersham FC is a non-league English football club based at the Elmbridge Xcel Sports Hub in Walton-on-Thames, Surrey, operating as a private limited company (Walton and Hersham 2019 Ltd, Company No. 12031468) under co-owners Christopher Corey (Chairman) and Calogero Scannella (Director of Football), with Joe Brine as CEO and Ben Stone as Managing Director. The club competes at Step 2 of the English football pyramid — National League South for 2026/27 — after winning the Southern League Premier South championship in 2025/26, the first promotion to that level in club history. The core product is competitive football delivered through a multi-team structure: Men's First Team, Women's First Team, three Under-18s sides (Allied, Combined Counties, Isthmian leagues), and Walking Football programmes with 130+ participants.

The club's technology stack is built entirely on third-party platforms: Fanbase for official digital ticketing and fan engagement (with Apple/Google Wallet integration), FIXR for season and matchday sales, Moonrise Sports for the CLUB:SWANS fan membership platform, and iCal/webcal feeds for Google Calendar, Outlook, and Office 365 fixture sync. It operates no proprietary software. The club has built a notable social media footprint — 60,000+ Instagram and 1 million+ TikTok followers — via a dedicated Head of Media, making it one of the more visible English non-league clubs digitally.

Revenue is generated through five streams: matchday tickets (£5–£17 per unit), commercial sponsorship (24+ official local business partners including David Lloyd Clubs, ASPI Homes, Domino's, Places Leisure, and University of Roehampton), player and backroom staff sponsorship packages (£175–£199+VAT per season), merchandise (physical shop at The Heart shopping centre and online at whfc.shop), and recurring fan membership fees (CLUB:SWANS from £10/month). The go-to-market motion is hybrid: community-led through the SWANS 11 initiative (eleven community programmes spanning homelessness, mental health, disability inclusion, environment, and charity partnerships with organisations including Walton Charity, Hope Hub, Rentstart, and Momentum Children's Charity) and direct-to-consumer via digital ticketing and membership. No institutional investment, venture capital, or private equity backing is evidenced; the club is privately held by the ownership group.

Name

Walton & Hersham FC

Legal name

Walton and Hersham 2019 Ltd

Website

https://waltonhershamfc.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Walton & Hersham FC is a private English non-league club in the National League South after winning the Southern League Premier South. It serves local fans, sponsors, and walking football players via matchday sales, membership, and the SWANS 11 community programme.

Ownership category

akta.pro rank

Product category

Non-League Football Club Services

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Association Football (Soccer) Leagues (MPAKAAAA)

Keywords

• Non-league football
• Football club operations
• Community sports programmes
• Youth football academy
• Matchday ticketing

Headquarters

HQ city

Walton-on-Thames

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D, Infrastructure

Revenue model

1. Matchday Revenue: Revenue from matchday ticket sales for league and cup matches at the Elmbridge Xcel Sports Hub
2. Player Sponsorship: Businesses and individuals sponsor players and staff, receiving logo placement on website, matchday programmes, signed shirts, and complimentary match tickets. Men's First Team player sponsorship at £199+VAT per season.
3. Merchandise Sales: Club shop sales through physical location at The Heart shopping centre and online store at whfc.shop
4. Membership Revenue: CLUB:SWANS fan membership platform priced from £10 per month, providing behind-the-scenes access, digital content, sponsor discounts and cash prizes
5. Commercial Sponsorship: Partnerships with local businesses including Academy Salons, Arena Club, ASPI Homes, Bigmore Wills and Probate, Body Mechanics, Carmine Heating, Domino's Pizza, and 20+ other official partners

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Walton & Hersham FC is a non-league football club that fields competitive Men's First, Women's First, three Under-18s and Walking Football teams competing in English football leagues. It sells matchday and season tickets, CLUB:SWANS fan memberships, player and commercial sponsorships, and club merchandise. It delivers the SWANS 11 community trust programme covering 11 initiatives including walking football, homelessness support, mental health, environmental action, disability inclusion and charitable partnerships.

Product overview

Walton & Hersham FC operates as a non-league football club competing at Step 3 level (Southern League Premier South, preparing for National League South in 2026/27). The club runs a multi-team structure including Men's First Team, Women's First Team, three Under-18s sides (Allied, Combined Counties, Isthmian), and Walking Football programmes. Community engagement is delivered through the SWANS 11 initiative covering 11 focus areas including walking football, business networking, homelessness support, mental health, environmental projects, disability inclusion, and charitable partnerships. Fan engagement is supported through CLUB:SWANS membership platform (with Moonrise Sports) and Fanbase ticketing partnership for digital ticketing and fan engagement. The club also offers player sponsorship packages and season/matchday tickets as revenue-generating products.

Differentiator

Problem solved

Functional benefit

Brands

• SWANS 11: Community engagement programme with eleven initiatives covering participation, inclusion, wellbeing, education, charity partnerships and environmental projects. Programs include Walton Walking Football, Swans in Business, and partnerships with local charities.
• CLUB:SWANS

Products and services

• Men's First Team Football The club's senior men's competitive football team that plays home matches at Elmbridge Xcel Sports Hub and competes in the English non-league pyramid. Tickets sold to individual supporters; available to local community and travelling fans.
• Women's First Team Football The club's senior women's competitive football team competing in affiliated leagues and tournaments, available to local players and supporters.
• Under-18s Teams Three Under-18 competitive youth football teams (Allied, Combined Counties, Isthmian leagues) forming the club's academy pathway from youth to senior football.
• Walking Football Programme Walking football sessions for older players and those wanting to stay involved in the game, including men's and women's divisions with over 130 participants. Open to local older players and newcomers to the sport.
• SWANS 11 Community Programme A community engagement programme with 11 initiatives covering walking football, business networking, homelessness support (Rentstart), mental health (Hope Hub), environmental projects (The Swan Sanctuary), disability inclusion (The SEND Swans), and charitable partnerships (Walton Charity, One Voice Elmbridge, Momentum Children's Charity). Targeted at Walton, Hersham and Elmbridge residents.
• CLUB:SWANS Membership Platform A monthly fan membership platform (from £10 per month) built with Moonrise Sports, providing behind-the-scenes digital content, unique experiences, sponsor discounts and cash prizes. Targeted at global fans and local supporters who want deeper engagement with the club.
• Player Sponsorship Annual sponsorship programme allowing individuals or local businesses to sponsor Men's First Team players or backroom staff for £175–£199+VAT per season, receiving website profile, matchday programme listing, complimentary match tickets and a signed home shirt. Targeted at individuals and local businesses seeking brand visibility.
• Season Tickets Annual season ticket granting entry to all home league matches, available as a digital ticket in the Fanbase app or as a physical card; cup and play-off matches excluded. Targeted at regular local supporters.
• Matchday Tickets Individual match tickets for home games with tiered pricing (Adults £17, Seniors £13, Next-Gen 13–21 £10, Under-12s £5), sold via Fanbase online and at the gate. Targeted at individual match attendees.

Quantifiable outcome

• Promotion to National League South for first time in club history
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

25 partnerships are on record, tiered core, supporting and minor.

• FanbasecoreTechnology or Integration · 20 July 2026Official Ticketing & Fan Engagement Partner. Fanbase provides ticketing, communication and fan engagement platform. Season tickets issued digitally via Fanbase app with Apple Wallet/Google Wallet integration. Partnership brings ticketing, communication and fan engagement into a single platform.
• RentstartsupportingStrategic or Co-development Partner · 6 February 2026SWANS 11 programme partnership to raise awareness of homelessness and support those facing housing challenges within local communities.
• Hope HubsupportingStrategic or Co-development Partner · 6 February 2026SWANS 11 programme partnership supporting mental health and suicide awareness initiatives, helping break down stigma and encourage people to seek support.
• One Voice ElmbridgesupportingStrategic or Co-development Partner · 6 February 2026SWANS 11 programme partnership championing collaboration between local sporting organisations and strengthening grassroots sport throughout Elmbridge borough.
• The Swan SanctuarysupportingStrategic or Co-development Partner · 6 February 2026SWANS 11 programme partnership supporting environmental projects, conservation efforts and community litter picks to protect and improve local surroundings.
• Walton CharitysupportingStrategic or Co-development Partner · 6 February 2026SWANS 11 programme partnership supporting food banks, local charities and community organisations providing practical assistance to individuals and families in need. Supports The Bridge community space.
• The SEND SwanssupportingStrategic or Co-development Partner · 6 February 2026SWANS 11 programme providing football opportunities for young people while promoting autism awareness, inclusion and understanding throughout the community.
• Momentum Children's CharitysupportingStrategic or Co-development Partner · 30 January 2026Charity partnership to support children with cancer and life-challenging conditions and their families. Provides therapy services, social work assistance, bereavement support and memorable experiences.
• David Lloyd ClubscoreStrategic or Co-development Partner · 14 January 2026Partnership benefits first team squad with access to facilities and recovery sessions. David Lloyd Weybridge Brooklands provides gym, classes, swimming pools, spa, and clubroom dining facilities.
• Moonrise SportscoreGTM or Marketing Partner · 8 October 2025Collaboration for CLUB:SWANS fan membership platform. Provides behind-the-scenes digital content, unique experiences, sponsor discounts, and cash prizes. Revenue reinvested into community through acts of kindness.
• PA HousingsupportingStrategic or Co-development Partner · 28 August 2025Community event partnership. Hosted children from local area at Elmbridge Xcel Sports Hub for activities including training on main pitch with Women's First Team players.
• Academy SalonsminorOthersLocal business official partner
• Arena ClubminorOthersLocal business official partner
• ASPI HomesminorOthersLocal business official partner
• Bigmore Wills and ProbateminorOthersLocal business official partner
• Body MechanicsminorOthersLocal business official partner
• Carmine HeatingminorOthersLocal business official partner providing gas and heating services
• Domino's Pizza Walton-on-ThamesminorOthersLocal business official partner
• GarsonsminorOthersLocal business official partner
• Jackson Fire (Kingston)minorOthersLocal business official partner
• Monaco MarqueesminorOthersLocal business official partner
• MonolitminorOthersLocal business official partner
• Nova Klean DrycleanersminorOthersLocal business official partner
• Places LeisureminorOthersElmbridge Xcel Leisure Complex operator, official partner
• University of RoehamptonminorOthersLocal university official partner

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• AFC Wimbledon: Community-owned English football club with strong fan-engagement DNA, academy pathway, and a history of converting non-league status into EFL membership via on-pitch performance — directly comparable to W&H's SWANS 11 / community-trust positioning.
• Wrexham AFC: The benchmark for digital-first, community-engaged non-league football clubs. Wrexham rose from the National League to League One by combining celebrity ownership, social media storytelling, and global fan monetisation — the same playbook Walton & Hersham are attempting with TikTok and CLUB:SWANS.
• Boreham Wood FC: Established National League club from whom W&H signed Junior Dixon in 2026. Direct footballing comparator at the tier W&H are entering, with a similar commercial model built on local sponsorship and matchday revenue.
• Farnborough FC: Southern/south-east non-league club of similar size, competing around the Step 2/3 boundary with a comparable matchday-and-sponsorship revenue mix. Useful peer for benchmarking off-pitch commercial KPIs.
• Ebbsfleet United FC: National League South club with a comparable mix of community ownership/fan engagement and a long history of trying to monetise digital audiences at non-league level. Relevant comparator for W&H's CLUB:SWANS membership model.
• Hampton & Richmond Borough FC: Greater London non-league club competing around Step 2/3 with a comparable community footprint and small full-time staff — geographic and tier analogue for W&H's resource-constrained operating model.
• Maidstone United FC: National League South opponent for 2026/27. Comparable community-rooted club with a strong commercial-sponsorship engine — one of W&H's direct league peers in the upcoming Step 2 season.
• Salford City FC: English lower-league club whose rapid rise was catalysed by a high-profile ownership group investing capital into infrastructure and recruitment. Useful comparator for W&H's owner-led transformation model at Step 2/3.
• Dagenham & Redbridge FC: Long-standing National League South club playing at Step 2 with a similar matchday-and-sponsorship revenue mix. Provides direct peer benchmarking for gate size, commercial pricing, and operating costs at the tier W&H are joining.

Broad incumbents

• Forest Green Rovers: EFL club with a distinctive community/values-led identity (sustainability, inclusion, fan engagement). Broader incumbent demonstrating how a community brand can be commercialised beyond matchday at a higher tier than W&H currently operate.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/waltonhershamfc
• YouTubeyoutube.com/@waltonhersham_fc
• Facebookfacebook.com/waltonhershamfc
• LinkedInlinkedin.com/company/walton-hersham-fc
• Instagraminstagram.com/waltonhershamfc
• TikToktiktok.com/@waltonhershamfc

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 Walton & Hersham FC