AFC Telford United

What AFC Telford United does

AFC Telford United is a private association football club based in Telford, Shropshire, England, formed in 2004 as the successor to Wellington Town and the original Telford United. The club competes in the Enterprise National League North, the second tier (Step 2) of the English non-league football pyramid, and plays its home matches at the SEAH Stadium in Wellington, whose naming rights are contracted through May 2028.

The club operates a multi-revenue-stream commercial model. Matchday income is generated through TicketCo-powered ticketing and tiered hospitality products including a Players' Lounge (from £25) and Executive Boxes (from £275). Merchandise is sold through an online store featuring Adidas technical kit (replica shirts from £45), training wear, and accessories. Commercial revenue is anchored by long-tenure sponsorships, most notably Capgemini (entering a 23rd consecutive season) and SEAH (stadium naming rights), alongside a portfolio of local small and medium-sized business sponsors and stadium advertising packages. The club also operates a separate Community Interest Company, the AFC Telford United Foundation, which runs the Kix participation programme across 10 partner clubs, engaging more than 260 young people weekly, and which was awarded National League Trust Project of the Year.

Distribution is regional and concentrated in Telford and the wider Shropshire catchment, where the club holds a de facto geographic monopoly at Step 2. The model is asset-heavy but lower-margin than professional EFL clubs, with revenues dependent on league status, cup performance, attendance, and the renewal cadence of its anchor commercial partners. There is no disclosed technology platform beyond standard ticketing and e-commerce tooling, and no AI/ML capability is evident in the available data.

Name

AFC Telford United

Legal name

AFC Telford United

Website

https://telfordunited.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

AFC Telford United is a private Step 2 English non-league football club based in Telford, Shropshire, competing in the Enterprise National League North at the SEAH Stadium, generating revenue through matchday, hospitality, merchandise, and sponsorship anchored by Capgemini and SEAH.

Ownership category

akta.pro rank

Headquarters

HQ city

Wellington

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Matchday Revenue: Revenue from ticket sales for home and away fixtures, with tickets sold via TicketCo platform and at the stadium on matchday for select games. The club competes in the Enterprise National League North at Step 2 of English non-league football.
2. Merchandise Sales: Sale of replica kits, training wear, travel wear, accessories, and giftware through the official club shop. Kits are supplied by Adidas with official replica shirts priced from £45.00. All proceeds reinvest into the first team, academy and community.
3. Hospitality: Matchday hospitality experiences including access to the Players' Lounge (from £25.00 per person), Executive Boxes (from £275.00 + VAT per game), and catering services. Season ticket holders can upgrade to hospitality for £15.00 per person.
4. Stadium Advertising: Revenue from advertising boards around the ground perimeter and concourse, pitch-facing and crowd-facing boards, high-level stadium boards, and digital scoreboard advertising. Various package options available with flexible pricing.
5. Sponsorship Packages: Multiple sponsorship tiers including pitch-side advertising boards, kit sponsorship (home and away shorts available), youth training kit sponsorship, ladies sponsorship, away travel sponsorship, dugout sponsorship, goal zone sponsorship, executive box sponsorship, scoreboard digital advertising, principal match sponsorships, match ball sponsorships, social media sponsorship, and Player's Lounge sponsorship.
6. Community Foundation Programs: The charitable arm of the club (AFC Telford United Foundation CIC) delivers community projects including the Kix Programme with 10 youth clubs and outreach sessions engaging over 260 young people weekly. The Foundation also runs holiday camps, football development activities, and community engagement programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

AFC Telford United is an English non-league football club competing in the Enterprise National League North at Step 2. The club sells matchday tickets, season tickets, and premium hospitality (Players' Lounge and Executive Boxes) at the SEAH Stadium; sells official Adidas replica kits, training wear, and accessories through its online and physical club shop; offers tiered sponsorship and stadium advertising packages to local businesses; and delivers community outreach and youth development through the AFC Telford United Foundation CIC (including the Kix Programme engaging over 260 young people weekly).

Product overview

AFC Telford United is a football club competing in the Enterprise National League North (Step 2 of English non-league football). The club operates from the SEAH Stadium and offers a diversified product portfolio comprising: matchday experiences (match tickets, season tickets, and hospitality via Players' Lounge and Executive Boxes); commercial sponsorship and advertising packages; official merchandise including Adidas replica kits, training wear, and accessories sold through the integrated online shop; and community outreach through the Foundation arm delivering the Kix Programme youth sessions and various community events. The club maintains commercial partnerships with Capgemini (principal shirt sponsor since 2004), SEAH (stadium naming rights), and various other sponsors including ATW Couriers and Fluid Power Supplies.

Differentiator

Problem solved

Functional benefit

Brands

• AFC Telford United Foundation CIC: Community Interest Company (CIC) operating the club's community engagement programmes, youth football, Kix Programme, and various community development initiatives across Telford.

Products and services

• Matchday Tickets Match admission tickets granting entry to home and away fixtures at SEAH Stadium, sold to individual fans and supporters through the TicketCo platform and at the stadium on matchday for select games.
• Season Tickets 2026/27 Season-long admission package for all home league fixtures during the 2026/27 Enterprise National League North campaign, sold to individual supporters.
• Players' Lounge Hospitality Matchday hospitality experience in the Players' Lounge at SEAH Stadium with lounge access, panoramic stadium views, matchday ticket, Chef's Choice meal, and West Stand seating, sold to individual fans and corporate guests.
• Executive Boxes Exclusive private matchday box hospitality at SEAH Stadium for entertaining guests or celebrating occasions, available match-by-match or season-long hire, accommodating 10–20 guests with catering, parking, and Man of the Match presentation.
• Sponsorship Packages Range of sponsorship and partnership opportunities sold to local businesses, including pitch-side advertising boards, stadium advertising, match day programme adverts, stand sponsorships, kit sponsorship, youth training kit sponsorship, dugout sponsorship, goal zone sponsorship, executive box sponsorship, scoreboard digital advertising, principal match sponsorships, match ball sponsorships, and social media sponsorship.
• Ground Board Advertising Stadium advertising boards and signage sold to local businesses, including pitch-facing boards, crowd-facing boards, high-level stadium boards, concourse boards, stand naming rights, and match day programme adverts.
• Official Adidas Replica Kit Official Adidas replica playing kits for the 2026/27 season (home, away, and third shirt) sold to supporters through the online club shop and physical store, with replica shirts priced from £45.
• Official Adidas Stadium Parka Official Adidas stadium parka designed for matchday use, sold through the club shop at £125 in sizes XS to XXL.
• Official Adidas Rain Jacket Official Adidas rain jacket in club colours, lightweight and packable, sold to supporters in kids' and adult sizes from £45.
• Official Adidas Hoodie Official Adidas hoodie suitable for matchdays and everyday wear, sold to supporters in kids' and adult sizes from £35.
• Official Adidas Travel Pants Official Adidas travel pants designed for away match travel, loose cut for comfort, sold to supporters from £40.
• Kix Programme (Community Youth Football) AFC Telford United Foundation youth programme delivering 10 youth clubs and outreach sessions across Telford weekly, engaging more than 260 young people, combining sport with mentoring, wellbeing support, educational guidance, and personal development.
• Foundation Events and Holiday Camps AFC Telford United Foundation CIC community football events, holiday camps and coaching sessions for children, including both free and paid offerings across various community projects.
• Official AFC Telford United Mobile App Official smartphone application for iOS and Android providing supporters with match information, club news, ticket purchasing, and shop access.

Quantifiable outcome

• Kix Programme delivers 10 youth clubs and outreach sessions weekly, engaging over 260 young people across Telford, with participants progressing into coaching and community roles
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

18 partnerships are on record, tiered minor and core.

• DB Roberts Property and LettingsminorGTM or Marketing Partner · 11 June 2026DB Roberts Property and Lettings sponsors the Player of the Match awards for the 2026/27 season. As leading local estate agents, they have become a valued partner with staff participating in pre-season stadium spruce-up sessions. This renewal extends an ongoing relationship built on local community support.
• CapgeminicoreGTM or Marketing Partner · 10 June 2026Capgemini serves as the principal shirt sponsor for AFC Telford United for the 2026/27 season, marking their 23rd consecutive season as a club sponsor since AFC Telford United's formation in 2004. This represents one of the most enduring sponsorships in non-league football. Capgemini's support extends beyond financial sponsorship to active community engagement, with employees volunteering and participating in club initiatives.
• SEAHcoreGTM or Marketing Partner · 3 June 2026SEAH is the stadium naming rights partner for the SEAH Stadium (formerly New Bucks Head). SEAH became the first-ever naming rights partner in June 2024 and extended the partnership for two additional seasons through May 2028. SEAH is a Telford-based company providing complex care services to help individuals achieve greater independence and positive outcomes.
• StandBasedcoreTechnology or IntegrationStandBased built and maintains the official AFC Telford United website and app platform. They are featured as a key partner with branding on the official website and app download pages. StandBased powers the club's digital infrastructure including the matchday app and merchandise platform.
• ATW CouriersminorGTM or Marketing PartnerATW Couriers appears on the men's first team shirt as a sponsor for the 2026/27 season, alongside Capgemini and Fluid Power Supplies. Local Telford-based logistics company providing support to the club.
• Fluid Power SuppliesminorGTM or Marketing PartnerFluid Power Supplies appears on the men's first team shirt as a sponsor for the 2026/27 season, alongside Capgemini and ATW Couriers. Industrial/manufacturing sector sponsor from the local area.
• National LeaguecoreOthersAFC Telford United competes in the Enterprise National League North (Step 2 of English non-league football) under the National League umbrella. The club operates under National League rules and regulations for fixture scheduling, transfers, and competition entry including the FA Trophy.
• DAZNminorGTM or Marketing PartnerDAZN is listed as a partner on the official website. DAZN is a major sports streaming platform that provides coverage of football competitions including National League matches.
• AdidascoreOEM/ Whitelabel/ Licensing PartnerAdidas supplies the club's playing kits for the 2026/27 season, marking a return to Adidas for the first time since the 2014/15 season. The partnership includes home (all-white with black trims), away (all-black with white trims), and third (pink) kits. Official replica shirts and training wear available in the club shop.
• TicketCocoreTechnology or IntegrationTicketCo provides the ticketing platform for AFC Telford United, powering online ticket sales for matches, season tickets, and events. The platform supports both home and away ticket purchases with various categories including adults, concessions, students, and children.
• EnterpriseminorGTM or Marketing PartnerVehicle rental company featured as a partner on the official website. Provides potential transportation services for club travel and logistics.
• First Choice UtilitiesminorGTM or Marketing PartnerUtilities company featured as a partner on the official website with branding in the partners section. Local business supporting the club.
• TJC HealthminorGTM or Marketing PartnerHealthcare provider featured as a partner on the official website. Supports the club as a commercial sponsor.
• Telford & Wrekin CouncilcoreStrategic or Co-development PartnerTelford & Wrekin Council provides support to the AFC Telford United Foundation's Kix Programme. The council was instrumental in the flag competition that selected the Telford flag design featured on 2026/27 kit shirts. Council backing has played a significant role in Foundation programme development.
• West Mercia PoliceminorStrategic or Co-development PartnerWest Mercia Police supports the AFC Telford United Foundation's Kix Programme and community engagement initiatives. Partnership contributes to community safety and youth development goals.
• Shropshire FAminorStrategic or Co-development PartnerShropshire Football Association supports AFC Telford United Foundation's youth development initiatives and community football programmes in the region.
• Safer Stronger CommunitiesminorStrategic or Co-development PartnerSafer Stronger Communities partnership supports AFC Telford United Foundation's community work, particularly the Kix Programme's goals of reducing antisocial behaviour and providing positive environments for young people.
• Next Gen CoachingminorImplementation/ SI/ Consulting PartnerNext Gen Coaching partners with AFC Telford United Foundation in delivering youth coaching and development programmes. Part of the coaching and delivery team contributing to programme success.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Chester FC: National League North club that AFC Telford United regularly plays, including dedicated away allocations at the SEAH Stadium. Operates as a fan-owned community club at the same Step 2 tier with comparable matchday, hospitality, and sponsorship revenue mix.
• Boston United: National League North club at the same Step 2 competitive tier. Similar operating profile with multiple revenue streams including ticket sales, hospitality, and local sponsorship.
• Hereford FC: National League North rival with a similar community-focused identity and reformed club heritage. Competes at the same Step 2 tier with overlapping regional sponsor and supporter geography in the Welsh Marches/West Midlands.
• Altrincham FC: National League North competitor that AFC Telford United faced in the FA Trophy Third Round during the 2025/26 season. Operates at Step 2 with a comparable stadium, commercial, and community programme scale.
• Spennymoor Town FC: National League North club at the same Step 2 tier. Operates a similar multi-stream revenue model including ticketing, hospitality, and local sponsorship in a comparable geographic market.
• Kidderminster Harriers: Fellow National League North club competing at Step 2 of English non-league football, based in the West Midlands. Similar commercial scale, sponsor structure, and fan-owned/community-oriented operating model make it the closest geographic and competitive peer to AFC Telford United.
• Brackley Town FC: National League North club competing at Step 2 of English non-league football. Comparable in scale, community focus, and mix of matchday, sponsorship, and hospitality revenue streams.
• Scarborough Athletic: National League North club competing at Step 2 of English non-league football. Like AFC Telford, has a reformed heritage and community-rooted supporter base with comparable matchday and commercial scale.
• Southport FC: National League North club that hosted AFC Telford United's final league fixture of the 2025/26 season at Haig Avenue (attendance 2,002). Direct peer at Step 2 with comparable attendance scale and commercial model.
• Buxton FC: National League North club competing at Step 2 with a comparable operating footprint, fan base scale, and mix of matchday, commercial, and community revenue streams.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights7 records

Customer concentration

• Xx.com/telfordutd
• YouTubeyoutube.com/@afctelfordtv
• Facebookfacebook.com/telfordutd
• LinkedInlinkedin.com/company/afc-telford-united
• Instagraminstagram.com/telfordutd/?hl=en
• TikToktiktok.com/@afc.telford.united

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 AFC Telford United