Dereham Town

What Dereham Town does

Dereham Town is a community-owned, semi-professional association football club founded in 1884 and based at Aldiss Park in Dereham, Norfolk. The men's first team competes in the Thurlow Nunn Eastern Counties Premier Division at Step 5 of the English non-league pyramid, and the club operates a vertically integrated playing structure that spans First Team, Development, Veterans, U18s, Youth, and Women's sides, plus the DESA football academy delivered in partnership with Dereham Sixth Form College. The club holds FA Charter Standard accreditation, has occupied Aldiss Park for approximately 25 years, and maintains a 10,000+ social media following.

The club operates an unincorporated members' association model without proprietary technology; its digital stack is commodity third-party tooling (MyClubPro for the website, SumUp for online retail, GoCardless and Stripe for payments, Google Analytics for traffic measurement). Revenue is generated from matchday receipts, tiered season tickets (Adult £99, Concession £59, U16 £29), venue hire, the 200 Club supporter lottery, matchday programmes, and a portfolio of local commercial sponsorships including a kit deal with Norfolk Football and a venue naming partnership with Alan Boswell Group. Pricing on season tickets has been held flat across three consecutive seasons.

The club is governed by a volunteer committee led by Chairman Jason Lawson, with First Team Manager Rossi Jarvis appointed in March 2026. Growth levers are community-anchored — pathway expansion, venue monetisation, and local commercial partnerships — rather than scale-driven, and the entity is not a financial-reporting organisation.

Name

Dereham Town

Legal name

Dereham Town FC Sports & Leisure

Website

https://derehamtownfc.co.uk

Company type

Private

Founded year

1884

Operating status

Operating

Headcount range

11–50 employees

Short description

Dereham Town is a community-owned, semi-professional football club founded in 1884, competing at Step 5 of the English non-league pyramid in Norfolk and operating a multi-team pathway from youth academy through senior football.

Ownership category

akta.pro rank

Product category

Non-League Football Club Operations

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industries

Team Sports Matches (Club & National) (MPAGAMAB), Team & Club Coaching (seasonal team coaching) (HSADAEAF)

Keywords

• Non-league football
• Football club operations
• Matchday ticket sales
• Youth football academy
• Venue hire services

Headquarters

HQ city

Dereham

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, Technology or R&D

Revenue model

1. Match-day revenue: Gate receipts from match attendance at Aldiss Park for league and cup fixtures
2. Season tickets: Annual subscriptions covering league fixtures with early bird pricing frozen for multiple years
3. Match-day programmes: Sale of match-day programmes to fans at Aldiss Park and free digital downloads
4. Venue hire: Rental of Magpie Suite conference room (up to 150 capacity), lounge/bar area, and event spaces for private functions, conferences, and celebrations
5. 200 Club: Monthly lottery draw with members paying to participate, proceeds support club running
6. Sponsorship: Website sponsors, kit sponsors, and club sponsors providing commercial partnerships and revenue

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Dereham Town Football Club runs competitive and recreational football teams in the Thurlow Nunn Eastern Counties Premier Division from its Aldiss Park ground, while generating commercial revenue through season tickets, match-day programmes, the 200 Club monthly lottery, and venue hire of conference and event spaces. The club also delivers a football development pathway via a youth-to-first team progression, including the DESA education and football academy partnership with Dereham Sixth Form College.

Product overview

Dereham Town Football Club offers a portfolio of football and community services, including match-day attendance (with season tickets and match programmes), venue hire facilities at Aldiss Park (the Magpie Suite and lounge/bar), and the 200 Club monthly lottery. The club also partners with Dereham Sixth Form College on the DESA football academy programme for youth development. The club competes in the Thurlow Nunn Eastern Counties Premier Division with multiple teams including First Team, Development, U18s, Veterans, and Women's sides.

Differentiator

Problem solved

Functional benefit

Products and services

• Season Tickets Season tickets granting access to First Team league home fixtures throughout the season, available to individual supporters in Adult, Concession and U16 categories. Sold annually via the online store and at the Aldiss Park ground.
• Match Day Programmes Printed match-day programmes sold to supporters at Aldiss Park on fixture days, with paid advertising slots (full page £299 + VAT, half page £199 + VAT) and a free digital download option for remote supporters.
• 200 Club Monthly Lottery Monthly fundraising lottery in which members pay via direct debit to enter a draw for cash prizes (up to £200), with proceeds supporting the club's operations. Open to any supporter signing up via the club website.
• Venue Hire at Aldiss Park Hire of the Magpie Suite conference room (up to 150 theatre style / 120 cabaret style), the lounge and bar area (up to 60), and event spaces at Aldiss Park for conferences, meetings, training, parties, weddings and social events. Priced on enquiry with optional add-on services.
• DESA (Dereham Education and Soccer Academy) Education-and-football academy operated in partnership with Dereham Sixth Form College since 2013, letting students study a Level 3 BTEC in Sport (and optional GCSE Maths/English retakes) while training with UEFA-qualified coaches and playing in a structured fixture programme.

Quantifiable outcome

• One of the most successful teams in Norfolk county since moving to Aldiss Park a quarter of a century ago

Named customers4 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

Nine partnerships are on record, tiered core and minor.

• Alan Boswell GroupcoreGTM or Marketing Partner · 29 April 2026Independent insurance broker with over 40+ years history in the local area. Arranges commercial and personal insurance with added value services including financial planning and health and safety consultation. Over £3m donated to charitable causes since 2019. The Magpie Suite has been renamed 'Alan Boswell Executive Suite' as part of the arrangement.
• Regency SecuritycoreGTM or Marketing PartnerNorfolk-bred security service company with 30+ years experience in security services including stadium and event security. Logo appears on the home shirt for 2024/25 season. Managing Director Gary Powers. Partnership continues into subsequent years.
• Norfolk FootballcoreOEM/ Whitelabel/ Licensing PartnerLocal Norfolk-based company became official kit provider for a three-season deal starting 2024/25. Magpies donned new home strip on 3rd August 2024.
• Freestones CoachesminorOthersCoach hire provider for Senior Cup Final travel arrangements at £10 per person.
• Easy Clean WindowsminorGTM or Marketing PartnerLocal business providing and funding a car park supervisor for Saturday morning parkrun events at Aldiss Park.
• Dereham Sixth Form CollegecoreStrategic or Co-development PartnerEducational partnership since 2013 for the DESA (Dereham Education and Soccer Academy) programme. Allows students to study Level 3 BTEC in Sport alongside A Levels while receiving football coaching from UEFA qualified staff and playing in weekly fixture programme.
• Starlings ToysminorGTM or Marketing PartnerSponsor providing 30 free footballs to first 30 children at Non-League Day events.
• NR Health & Fitness ClubminorGTM or Marketing PartnerHealth and fitness sponsor supporting non-league day events.
• MyClubProcoreTechnology or IntegrationWebsite service provider operated by My Club Pro Limited. Provides the club website platform, player registration system, account management, and payment processing infrastructure.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Hadleigh United FC: Suffolk-based non-league club competing in the Eastern Counties pyramid alongside Dereham Town. Closely comparable in club scale, volunteer operations and sponsorship base.
• Lowestoft Town FC: Larger Norfolk-based non-league club historically playing at a higher tier of the same regional pyramid. Closely comparable on geography and supporter base, with a step-up in scale.
• Walsham-le-Willows FC: Suffolk non-league football club and FA Cup home-tie opponent for Dereham Town in 2026-27. Closely comparable Step 5/6 community club with similar volunteer operating model.
• Mulbarton Wanderers FC: Norfolk non-league football club and direct opposition for Dereham Town in the Norfolk Senior Cup Final at Carrow Road. Operates at a comparable step of the pyramid with a similar community/volunteer model.
• Kirkley & Pakefield FC: Lowestoft-based non-league club at a similar tier with comparable reliance on community support, match-day revenue and local sponsorship in the East Anglia region.
• Wisbech Town FC: Fenland-based non-league football club and FA Cup opponent of Dereham Town. Competes at a comparable tier with similar reliance on local sponsorship, match-day revenue and community support.

Broad incumbents

• King's Lynn Town FC: Norfolk's leading semi-professional club competing several steps above Dereham Town in the National League System. Provides a regional benchmark for tier progression and sponsorship scaling.
• Norwich City FC: The professional EFL club in Norfolk, geographically dominant and a natural commercial benchmark for community engagement, sponsor overlap (e.g. coverage by Pink Un) and youth pathway aspiration.

Regional players

• AFC Wimbledon: Fan-owned community football club that grew out of a phoenix club movement; useful analogue for a community-led members' club with strong volunteer governance, though operating several tiers higher than Dereham Town.
• Chester FC: Community-owned phoenix club run as a Community Benefit Society with strong volunteer leadership; relevant benchmark for the operating model of a members-led, non-equity-backed club, although at a much higher national tier.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/derehamtownfc
• Facebookfacebook.com/derehamtownfc
• Instagraminstagram.com/derehamtownfc
• LinkedInlinkedin.com/company/dereham-town-football-club

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Dereham Town