Altrincham Association Football Club

What Altrincham Association Football Club does

Altrincham Association Football Club Limited (company number 176333) is a privately-held professional football club based in Altrincham, Cheshire, England. The club competes in the Enterprise National League, which represents Step 1 of the non-league football pyramid (Tier 5 of English football). Home matches are played at the J.Davidson Stadium, Moss Lane (WA15 8AP). The club operates a vertically integrated portfolio spanning a men's first team, a women's team, an under-19 academy, Altrincham Juniors FC, and the Altrincham in the Community outreach initiative branded as "Alty For All®".

The club's commercial and fan-engagement infrastructure runs on a Shopify-powered e-commerce platform (delivered with technology partner Venditan) that handles ticketing, season passes, merchandise, hospitality, player sponsorship, business club membership, and venue hire. Media extensions include Radio Alty (live audio commentary service) and Alty TV (video highlights and interview platform). Merchandise, training wear, and replica kits are supplied by Puma under a strategic partnership covering the 2025/26 and 2026/27 seasons. The club operates an on-site Fan Zone retail outlet at the stadium and sells directly to consumers through the club website, with cash turnstiles opening from 1:30pm on matchdays for walk-up sales. Matches are distributed internationally via DAZN as part of the National League broadcast partnership.

The revenue model is diversified across nine identifiable streams: (i) matchday tickets at tiered pricing (adults £20, 65+/NHS/students £15, 18–21s £12, 12–17s £9, accompanied 5–11s £4, under-5s £1); (ii) season tickets for 2026/27 from £23 with up to 39% savings versus matchday prices and Klarna buy-now-pay-later optionality; (iii) Puma-supplied merchandise (home shirt £25, goalkeeper shirts £18); (iv) matchday hospitality in the John King Lounge at £69 per person; (v) individual player sponsorship packages for both men's and women's teams; (vi) corporate club sponsorship deals; (vii) venue hire at the J.Davidson Stadium; (viii) Business Club membership for local corporates; and (ix) the Royalty/Patrons membership programme. Customer segments span men's first-team supporters, women's team supporters, academy families, local businesses, and community participants.

Name

Altrincham Association Football Club

Legal name

Altrincham Association Football Club Limited

Website

https://altrinchamfc.com

Company type

Private

Founded year

1891

Operating status

Operating

Headcount range

51–100 employees

Short description

Altrincham Association Football Club is a private Tier-5 English football club competing in the Enterprise National League, operating a men's first team, women's team, academy, and community programmes at the J.Davidson Stadium, with diversified matchday, merchandise, hospitality, and sponsorship revenue streams.

Ownership category

akta.pro rank

Product category

Professional Football Club Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Non-league football
• Matchday tickets
• Football merchandise
• Matchday hospitality
• Club sponsorship

Headquarters

HQ city

Altrincham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Matchday Ticket Sales: Revenue from individual match tickets for home games at J.Davidson Stadium across Men's First Team National League fixtures, with various pricing tiers for adults, concessions, and children
2. Season Tickets: Annual season ticket sales offering savings up to 39% against matchday ticket prices, covering the 2026/27 season
3. Merchandise Sales: Sale of replica kits (Puma), training wear, accessories, artwork, glassware, and gifts through the club shop
4. Matchday Hospitality: Hospitality packages in the John King Lounge including pre-match meal, complimentary bar, reserved seating, and exclusive interviews
5. Player Sponsorship: Individual player sponsorship opportunities for both Men's and Women's teams, allowing supporters to sponsor specific players for the season
6. Club Sponsorship: Corporate sponsorship packages for main club sponsors with branding exposure across stadium, website, and marketing materials
7. Venue Hire: Event room hire facilities for business events and functions at the J.Davidson Stadium
8. Business Club Membership: Corporate membership scheme for local businesses to engage with the club
9. Royalty/Patrons Programme: Patrons and royalty membership programme with exclusive benefits for supporters

Pricing tiers

Distribution channels4 records

Marketing channels7 records

Core offering

Altrincham Association Football Club operates a professional men's first team competing in the Enterprise National League (Tier 5 of English football) at the J.Davidson Stadium in Altrincham, Cheshire. The club sells matchday tickets, season tickets, replica kits and merchandise (manufactured by Puma), matchday hospitality packages, and offers commercial sponsorship, player sponsorship, venue hire, and business club membership programmes. It also operates a women's team, an academy, and the Alty For All community inclusion programme.

Product overview

Altrincham Association Football Club operates as a football club in the Enterprise National League with a comprehensive product and service portfolio spanning multiple categories. The core offerings include matchday experiences (season tickets, individual match tickets, hospitality packages), official merchandise (replica kits, training wear, accessories - all supplied by Puma), and various sponsorship programmes for both men's and women's teams. The club's youth development is supported through its Academy programme for under-19s. Digital content services include Alty TV (video highlights) and Radio Alty (audio commentary). Commercial offerings encompass club sponsorship packages, Business Club membership, venue hire at The J.Davidson Stadium, and Royalty Patrons membership. Community initiatives include the Alty For All® inclusion programme and coaching camps. The club also operates a retail e-commerce store for merchandise sales.

Differentiator

Problem solved

Functional benefit

Brands

• Alty For All: Inclusion and diversity initiative and community programme of Altrincham FC
• Radio Alty
• Alty TV
• The J.Davidson Stadium

Products and services

• 2025/26 Home Shirt - Adults Official replica home shirt for the 2025/26 season featuring Puma DryCELL Technology for moisture management, with velvet twill club crest, available in sizes from Small to XXXXL for adult supporters.
• 2025/26 Goalkeeper Shirts - Purple Official replica goalkeeper shirt for the 2025/26 season in purple colorway, available in youth (Age 5-6) through adult XXXL sizes.
• 2026/27 Season Tickets Annual season ticket covering all Men's First Team National League home fixtures for the 2026/27 season, offering up to 39% savings against matchday prices, with Klarna payment option.
• Match Day Hospitality Premium matchday experience in the John King Lounge including pre-match complimentary bar, two-course meal, half-time refreshments, reserved seating in the Family Stand, and complimentary matchday programme, priced at £69.00 per fixture.
• Player Sponsorship 2025-26 (Men's) Seasonal sponsorship programme allowing supporters to sponsor individual Men's First Team players for the 2025/26 season.
• Women's Player Sponsorship 2025-26 Seasonal sponsorship programme allowing supporters to sponsor individual Women's team players for the 2025/26 season.
• Club Sponsorship Packages Corporate sponsorship packages for businesses offering branding exposure across the J.Davidson Stadium, club website, and marketing materials.
• Alty FC Business Club Corporate membership scheme for local businesses providing hospitality, networking opportunities, and engagement with the club.
• Venue Hire at J.Davidson Stadium Event room hire at J.Davidson Stadium for conferences, business events, and private functions.
• Royalty Patrons & Members Programme Membership programme offering exclusive benefits and access to club events and facilities for the 2025/26 season.
• Matchday Programme Official printed matchday programme published for each home game of the 2025/26 season.
• Away Travel Tickets Coach travel packages to away matches operated through partner Union Golf Road, with member and non-member pricing tiers.
• Puma Training Wear Official Puma training wear collection sold to supporters, including training tops, bottoms, and accessories.
• Coaching Camps Football coaching camps for young players delivered during school holidays under the club's Alty For All community initiative.

Quantifiable outcome

• Matchday attendances ranging 696-8,162 across the 2025/26 season
• +1 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

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

• PumacoreStrategic or Co-development PartnerOfficial kit supplier for Altrincham FC, providing replica kits, training wear, and goalkeeper shirts for the 2025/26 and 2026/27 seasons
• AOmajorGTM or Marketing PartnerMain club sponsor - AO is a major electrical retailer and online store
• J.DavidsoncoreGTM or Marketing PartnerStadium naming rights sponsor - J.Davidson Stadium at Moss Lane. J.Davidson is a scrap metal and recycling company
• WorldpaymajorGTM or Marketing PartnerMain club sponsor - Worldpay is a payment processing company offering Worldpay 360
• Atlantic TimbersupportingGTM or Marketing PartnerMain club sponsor - timber supplier company
• McHale & CosupportingGTM or Marketing PartnerMain club sponsor - law firm providing legal services
• TimpsonmajorGTM or Marketing PartnerMain club sponsor - key cutting, shoe repair, and engraving services retailer
• Marc DarcysupportingGTM or Marketing PartnerMain club sponsor - clothing and suit manufacturer
• VenditansupportingTechnology or IntegrationMain club sponsor - e-commerce technology provider for the club's online shop
• Benchmark SecuritysupportingGTM or Marketing PartnerMain club sponsor - security services provider
• CEGsupportingGTM or Marketing PartnerShorts sponsors announced ahead of 2026/27 kit launch
• EnterprisecoreGTM or Marketing PartnerNational League title sponsor - Enterprise National League branding partner
• DAZNcoreGTM or Marketing PartnerNational League broadcast partner streaming selected matches live, including Altrincham fixtures
• ErreàsupportingStrategic or Co-development PartnerNational League partner - sportswear brand
• Delta Hotels Marriott Manchester AirportsupportingGTM or Marketing PartnerMatchday sponsor presence in Fan Zone, providing complimentary hotel leisure passes and Golden Envelopes for fans
• Union Golf RoadsupportingChannel Partner/ Reseller/ DistributorOfficial away travel partner providing coach travel to away matches at various price points with member and non-member rates
• Altrincham FC CommunitycoreStrategic or Co-development PartnerConnected community organisation - Altrincham in the Community initiative for community engagement programmes

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hartlepool United: National League club with historic fan base and similar commercial mix. Competes at the same tier with comparable attendance scale and stadium-revenue economics.
• Solihull Moors FC: National League club with a comparable multi-stream revenue model, congested regional football market, and similar community engagement focus. Direct competitor at the same tier.
• York City FC: National League club with comparable historic fan base and regional commercial dynamics. The 8,162 attendance peak recorded against York City highlights the direct competitive relationship.
• Boreham Wood FC: National League club with similar attendance scale, community-focused operations, and broad commercial offering. Operates in the same tier with similar commercial constraints.
• Chester FC: National League North club with strong community ownership ethos and similar commercial structure. Comparable in fan-funded revenue diversification and pyramid position.
• Maidenhead United FC: National League club operating with similar community engagement focus and modest commercial scale. Direct peer in tier and revenue mix.
• FC Halifax Town: National League club of comparable scale operating from a single stadium with mixed matchday and commercial revenue. Direct peer in tier and pyramid structure.
• AFC Fylde: National League club with similar matchday, hospitality, and sponsorship offering. Comparable in scale and pyramid positioning.
• Eastleigh FC: Another National League club operating at the same tier of English football with comparable matchday, merchandise, and sponsorship revenue mix. Most direct peer given identical league and pyramid position.

Broad incumbents

• Wrexham AFC: Former National League club (now in League One) that has scaled rapidly via celebrity ownership and global media exposure. Relevant as a blueprint for what commercial scale could look like from a Tier 5 starting point, though the path is highly atypical.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/altrinchamfc
• LinkedInlinkedin.com/company/altrincham-football-club

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries4 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 Altrincham Association Football Club