Chester FC: A fan-owned club making a positive difference
Located in north-western England, the Deva Stadium is home to a grassroots football club which is doing things differently. Chester FC’s identity is rooted in resilience, fan ownership and community. They are passionate about connecting with local and wider communities to drive inclusion and make football accessible to all.
There’s a specific element that makes this club stand out though; they have adopted a fan-owned structure. Supporters of the club are able to play a significant role in operations and decision-making, something rarely seen at clubs these days. This collective ownership approach benefits all parties, inspiring loyal fans by involving them in planning for the future, whilst also creating a connection with players which is not just reserved for match days.
The fan’s involvement in investment, raising capital and deciding operational priorities has recently led them reaching out to us at Mar-Key Group to install a new Fan Zone canopy. This marks a positive step towards improving the overall fan experience on match days, with our canopy acting as a trial to allow the owners to assess the impact before committing to a longer-term facility. The modular design of the canopy offers flexibility and adaptability for the club’s evolving needs.
The aim is that the Fan Zone will encourage fans to alter their match day routines, arriving earlier to the Deva Stadium, purchasing food and drinks and creating an enjoyable atmosphere whilst also providing opportunities to increase revenue streams. Likewise, it could also provide the opportunity for post-match refreshments, encouraging a more staggered exit of the stadium, easing logistical pressures and traffic volumes… a win, win!
We caught up with General Manager Albert Davies to hear how the Fan Zone has been received since installation. He commented ‘We are hugely excited by this latest development on site at the Deva Stadium.
‘As a fan-owned club with a very unique model, we have a duty to put our supporters at the heart of everything we do. Equally, we also have to be innovative and open-minded in the ways we look to generate vital revenue.
‘We are run slightly differently to other clubs, there’s no owner topping up the coffers regularly, we have to be creative in ways we raise money in what is an increasingly competitive environment.
‘Working with Mar-Key to have our structure installed has given us a promising platform to grow our matchday revenue streams, while also offering supporters variety and extra entertainment throughout the season.
‘It has been a good start in our final games of the 2024/25 season with plenty of Food, Drink and Merchandise sold – we hope this progression will continue into next season now!’
Looking ahead, as Chester FC continues to grow, the focus will remain on improving the fan experience while staying true to the grassroots ethos that sets this club apart. You can read more about this fantastic club’s history and ownership approach here: chesterfc.com.