Football as it used to be? Part 3 – Fundraising and Finance

The financial journey of football clubs has shifted dramatically from modest community-driven support to structured funding models. For Southport, the evolution of financial support reflects not just changing times but also a shift in the relationship between the club and its community. Where early fundraising efforts relied on the town’s goodwill and small donations, today’s football clubs operate in a landscape shaped by sponsorships, merchandise sales, league revenues, and increasingly wealthy individuals. As we look at the transformation of Southport’s financial support, it’s clear that the methods may have changed, but the need for a solid base of loyal supporters remains as important as ever.

In the late 19th and early 20th centuries, football clubs like Southport relied heavily on their local communities for financial support. There were no wealthy benefactors, large sponsors or merchandising deals; instead, clubs raised funds through community events, donation collections, and small entry fees. Local businesses might provide modest contributions, but the bulk of the financial support came from fans and community members who wanted to see their club thrive.

Fundraisers were often held as social gatherings, with raffles and sportsman’s dinners to bring in money. Local businesses and individuals would donate items or services for raffles, and events would draw fans together in support of their team. These efforts weren’t just about raising money—they fostered a close bond between the club and its community, strengthening the sense of local pride and ownership. Central itself was formed by the coming together of high profile members of the community and the captains of lots of local clubs in order to form something that would be truly representative – the name Southport Central itself even gives a nod to its origins.

Teams like Southport introduced “subscriptions” or membership fees, allowing fans to pay a small fee in exchange for access to games and a say in club decisions. These membership models provided clubs with a steady source of income, while giving supporters a sense of inclusion and ownership. They were one step further from the season tickets of today which just grant match access and perhaps a discount or two here and there. This system created a direct financial link between fans and the club. The more dedicated the fan base, the more secure the club’s finances became, reinforcing a model that tied the club’s well-being to community involvement. Watching Southport during this era wasn’t just about supporting a team—it was about investing in a local institution that belonged to everyone.

Whilst formed with good intentions as a community initiative, even before they entered the Football League in 1921 Southport had already recognised that the tide was turning and they possibly even helped to kick start it, when they accepted a take over by Councillor Hampson owner of the Vulcan Motor Works company in 1918. Whilst still a local business, operating from a factory in Crossens, Vulcan was a large and successful commercial business which manufactured cars and commercial vehicles for over 50 years. Although not really a sponsorship in the way they are understood today, they agreed to finance the club on the express understanding that the club was renamed as Southport Vulcan.

The fragility of the model in which reliance is placed upon a single individual however was evident even then. Despite all the promise on the field during that first season under Vulcan control, by the summer of 1919 it looked doubtful whether the club could continue. The Vulcan Company had indicated that they were no longer interested in renewing their patronage and on June 5th, 1919 a meeting was called for the purpose of reorganizing the Football Club. On July 29th, it was revealed that the Vulcan Motor Company had completely relinquished their control. The club had to be reorganised and ended up being renamed to the Southport Football club we know today. However they were fortunate – Vulcan had taken over all the assets and liabilities along with the unexpired portion of the lease of the ground which meant the reorganised club was effectively debt free.

Even with this clean slate to start from as the club climbed up through competitive leagues, the club’s funding needs increased and alternative sources of income were needed. Expenses grew to include more significant player wages, higher travel costs, and the need to improve facilities that had existed since the turn of the century. This inevitably lead to a search for more sustainable financial sources. By the mid-20th century, sponsorships emerged as an essential part of club funding. Local and, eventually, regional businesses began seeing the benefit of associating with football, contributing funds in exchange for brand exposure at games and in club materials. Kettering Town have long been heralded as the club who first accepted shirt sponsorship in the 1970s however there is plenty of debate as to whether that is really the case.

For fans, the introduction of sponsorships meant that financial support no longer depended entirely on effectively community donations. However, it also introduced a new dynamic; the club’s financial stability now depended not only on loyal fans but also on business interests, which changed the balance of influence. While supporters still formed the backbone of the club, sponsorships allowed Southport to invest in player recruitment, stadium improvements, and club operations that would have been impossible with community donations alone.

Today, football has a much more diverse financial landscape, where revenue sources extend beyond traditional ticket sales and sponsorships. Merchandise sales have become an essential income stream, with club-branded jerseys, scarves, and other memorabilia now key parts of the fan experience. Supporters can show their loyalty while directly contributing to the club’s financial health.

Media rights also provide revenue, even at the lower league level. While Southport may not receive the vast sums of top-tier clubs, broadcasting rights and digital engagement have become important tools for reaching supporters beyond the local area. Online streaming, digital content, and social media enable Southport to connect with a broader fan base, attracting new fans and generating additional income.

Crowdfunding and fan-led initiatives are also part of today’s financial picture. During the COVID-19 pandemic Southport openly courted donations to keep the club going whilst games were taking place behind closed doors.

Today’s financial model at the club reflects the broader shifts in football funding. In the modern football landscape, the financial backbone of clubs has shifted significantly from community-driven support to dependence on affluent individuals and investment groups. Unlike the early days when teams thrived on the collective spirit of supporters, today’s game increasingly relies on the deep pockets of owners and benefactors who can inject substantial capital to compete in the marketplace. This evolution has transformed not only the structure of football finance but also the way clubs are managed and expectations set. Modern funding still depends on fan support, but the scale and structure have evolved, placing financial power firmly in the hands of a few rather than being a shared community venture. In the past, every penny raised came from fans’ pockets and community events, creating a palpable sense of shared investment.

Southport have faced more than one precarious moment in its history, highlighting the risks of reliance on individual patronage for financial stability. As highlighted above, in 1919, the club faced significant uncertainty in the aftermath of World War One when Vulcan motors withdrew its support. More recently, in 2022, Phil Hodgkinson’s departure marked another period of upheaval, underscoring the inherant fragility of dependency on single benefactors.

As we explore whether watching Southport today is like watching “football as it used to be,” this evolution in financial support is one area where the traditions remain, yet with a modern twist. Fans today still support the club financially, albeit in different ways, showing that the bond between club and community remains strong – even in a changing financial world. The hope now lies with the current majority shareholders, the Big Help Group, to establish a sustainable financial model that does not hinge on substantial injections of personal or private wealth from its owner, thereby securing Southport’s future for generations to come.