webank.org.uk

MyFootballClub - Case Study 6

Who are they?

MyFootballClub is a website set up in 2007 by former sports journalist Will Brooks.

What do they do?

MyFootballClub originally scouted for interest among fans to sign up as members of the website and collectively purchase a football club. After a member vote, it purchased non-league side Ebbsfleet United FC in 2008. It continues to sell membership to the club.

How does it work?

Membership allows participants to vote on all decisions regarding team selection and player transfers, as well as business decisions such as kit supplier, ticket sales and the make-up of the board. Internet voting takes place before each match, in which members can back the coaching staff’s judgement, or choose to pick the team and formation themselves. There are also less frequent votes on decisions such as playing budget. For example, the current season’s weekly budget has been set at £10,000. The club recently made its first voter-sanctioned player signing, purchasing Darius Charles from Brentford for £25,000.

Community

Its 30,000+ members come from all over Europe, and beyond. The website has forums and chatrooms for members to exchange opinions.

Business model

Individual membership costs £35 per year. MyFootballClub has also secured investment from video game manufacturer EA Sports. Otherwise, its business model is the same as a traditionally run football club, with profits coming from ticket sales and sponsorship.

Establishing trust

Members are empowered by the democratic voting process. In the same way that Zopa and others have gained support as an alternative to the traditional banking system, Myfootballclub has attracted members simply by not being a traditionally run club. It has taken advantage of the increasing disillusionment and estrangement felt by many football fans towards their club/corporation and the big money controlling the game at the top.

Performance

In its first season of ownership by MyFootballClub, Ebbsfleet won the FA Trophy for the first time in its history. It is currently mid-table in the Blue Square Premier Devision.

As a concept, MyFootballClub’s success has encouraged similar ventures such as myBUFC, The People’s Club and MyScotFC in the UK, and many more throughout the world.

Problems or limitations

A possible limitation is the voting process itself. There may be more potential for development of the crowd-sourcing model if MyFootballClub were to enable its members to offer more than just an opinion and to actually bring their various skills to the enterprise.