The phrase “the magic of the FA Cup” is believed to have originated around the 1888/89 season, gaining popularity when Warwick County, a non-league side, defeated a First Division club, Stoke City, 2-1 on 6 October 1888.
This upset highlighted the thrilling unpredictability that makes the FA Cup so appealing. However, some fans argue that this ‘magic’ is fading, particularly after the Football Association (FA) announced significant changes that could reduce the frequency of underdog victories against favoured teams.
Despite concerns about the fading ‘magic’, it remains alive and well, especially in the earlier rounds of the tournament. This Sunday (3 November), National League club Sutton United will host League One’s Birmingham City in a televised first-round fixture.
This clash between a fifth-tier team and a third-tier opponent not only presents an opportunity for a significant upset but also allows Sutton United to advance commercially by maximising revenues from the match.
Commercial strategies for success
Matthew Disley, Commercial Director at Sutton United, spoke to Insider Sport about the importance of this fixture and shared some strategies he is implementing to generate “a large chunk of additional revenue for the club”.
Disley emphasises the importance of FA Cup fixtures like this one, calling them “vital” for lower league clubs. From a commercial perspective, these matches can significantly propel clubs forward, regardless of the outcome on the day.
“There are quite a few examples, but the one that springs to mind is back in 2017 when Lincoln City, of the National League at the time, made it to the quarter-finals against Arsenal,” he recalls. “They lost 5-0 but then they climbed through the leagues and eventually arrived in League One a couple of years later.”
While Sutton would need to secure a win against Birmingham and then overcome another four teams to reach the quarter-finals, Disley points out that this example “helps to show that the revenue received from these kinds of fixtures can really help clubs improve in all aspects and achieve success both on and off the pitch.”
With the pressure to capitalise on this unique, once-in-a-season opportunity, Disley has been “all systems go” since the draw was made. One significant strategy for maximising revenue has been to offer additional sponsorship opportunities.
Sutton is implementing this strategy by offering two additional sponsorship packages alongside the club’s usual ball and match sponsor; Disley notes that all four packages have sold. Additionally, Sutton announced that SBK, an online sportsbook firm, will be the sleeve sponsor for this one-off game, generating further revenue.
Disley states: “SBK were interested in being our sleeve sponsor because we are live on ITV, which expands the advertising reach to a national audience as well as local.”
As mentioned by Sutton’s Commercial Director, a major draw and defining factor that makes this game so important for generating revenue is its national television coverage – a privilege that becomes increasingly rare as you move down the football pyramid.
This aspect of Sunday’s match has led to the club installing temporary LEDs, with Disley saying that this initiative “has been great commercially and has helped to bring in a large chunk of additional revenue for the club”.
The exposure from being televised also greatly enhances Sutton United’s commercial strategy, making it easier to attract potential sponsors.
Disley stated: “The aim for every football club from the lowest level, probably all the way up to League One, is to sell their club as a product without any emotions attached.”
He stresses that being on national TV helps highlight the benefits of sponsorship, including “brand awareness across the country, not just in the local area.”
In today’s tech and data-sports landscape, it is unsurprising to hear that clubs from the lowest to the highest levels of English football are making extensive use of statistics for commercial reasons. Sutton United is one of many to focus on its statistics and insights in sponsorship materials.
“One of the first pages in my commercial brochures is focused on the statistics and insights that we boast as a football club,” Disley explains citing figures such as TV audience numbers and social media reach. With the match against Birmingham airing on ITV, this exposure provides a prime opportunity to showcase Sutton’s value to potential sponsors.
Reacting to the replay removal
The FA has recently come under scrutiny due to significant changes to the FA Cup. In April, the Premier League and the FA announced major format changes and adjustments to the football calendar, which they referred to as ‘strengthening.’
Most notable was the decision to remove replays from the first round, a move driven by recent calendar shifts resulting from the expansion of UEFA competitions that mainly benefit the top clubs in the English football pyramid.
This change significantly affects lower league clubs, which previously benefited from sharing gate revenue when playing at larger stadiums, as well as other commercial opportunities that arose from these matchups.
Talking on the issue, Disley says: “I probably think the same as the majority of fans do. The decision to remove the replays is a huge blow to lower league clubs. Not only is there a commercial implication but as a fan, for me, it just lowers the quality of the competition. It definitely takes away a little bit of the magic that is so synonymous with the FA Cup.”
For clubs like Sutton, replays help alleviate some commercial pressure and spread it out over two games, with the club’s Commercial Director explaining that “quite often, the demand to be involved in ties such as the Birmingham game outweighs the resources or products that football clubs have to offer.”
This potential second match can be particularly beneficial in balancing the challenge of rewarding loyal sponsors versus attracting new ones. He explains: “One of the ways I’ve managed this for the Birmingham game is by allocating a number of the LED minutes for current sponsors and then selling the remaining minutes.”
Removing replays also adds more pressure on commercial teams at clubs to get it perfect, with Disley saying that by taking away replays, you’re also taking away some of the commercial revenue from them.
He adds: “The commercial revenue received from replays can make or break for some clubs, it can help to secure their presence in the leagues and prevent them from going bust.”
Embracing the magic
As Sutton United prepares for their match against Birmingham City, the club is leveraging social media and digital marketing to engage fans and generate excitement. Disley highlights that while he isn’t in a position to delve too deeply into the social strategy, he believes “the FA Cup is just magical and full of emotions.”
Sutton’s social media presence reflects this, featuring posts that celebrate the club’s historic FA Cup moments, including their memorable win against Coventry City in 1989 and matches against Leeds and Arsenal in more recent years.
Moreover, the significance of facing a high-profile opponent like Birmingham City, especially with Tom Brady‘s involvement in the club, adds to the allure of the fixture.
Disley concludes: “The fact we are playing Birmingham who are top of League One, as well as Tom Brady’s involvement, adds to the excitement and commercial value of the tie as a whole, which of course then increases the commercial demand.”
With the potential for an upset and the opportunity to capitalise on national exposure, Sutton United is eager to make the most of this FA Cup encounter. As the match approaches, the anticipation builds, proving that the ‘magic of the FA Cup’ is very much alive, especially for clubs like Sutton that thrive on such thrilling opportunities.