How Student Volunteers Are Helping Non-League Football Clubs Thrive
- jamescozzie1
- May 20
- 4 min read
Updated: May 21
Grassroots football clubs across Merseyside and the UK are increasingly relying on university students to support media, marketing and matchday operations.
Local clubs such as Avro FC in Manchester and Liverpool FEDS are community-driven organisations that depend heavily on volunteers for matchdays to function, from pitch operators and fan directors to club staff and media teams.
Many clubs are becoming more reliant on younger students to help modernise social media and digital content strategies both on and off the pitch.
Building pathways into football
The BUCS Emerging Club Leaders (ECL) programme was created to give university students hands-on experience within grassroots football clubs and provide practical pathways into sport and media careers.
The initiative, run by British Universities and Colleges Sport (BUCS), launched during the 2024/25 season with 31 students involved across clubs nationwide.
The pilot programme generated more than 1,250 volunteering hours across grassroots football clubs.
This season, 55 students participated across more than 20 clubs nationwide, with over 3,000 volunteering hours recorded.
The programme continues to expand rapidly, with more than 100 students expected to take part next season.
Sean Lofting, National Football Development Manager at BUCS, praised the opportunities available for the “next generation” of sports media professionals.
He said the initiative was designed to “make volunteering in football a viable pathway for development” for young people.
“We know the importance of students getting hands-on experience whilst at university,” he said.
“The BUCS ECL programme has massively helped students get real-world experience that is hard to come by these days.”
Lofting added that the programme acts as a “stepping stone into the world of working in football”, helping students experience club operations both on and off the pitch before, during and after matchdays.
Universities such as Liverpool John Moores University have been among those involved in the programme, helping students gain practical experience within football and sports media environments.
Inside an Avro FC matchday
Avro FC was one of the clubs involved in the programme, offering students practical experience within a non-league football environment.
Students were placed into roles across media, marketing and matchday operations, helping clubs improve both their online presence and day-to-day organisation.
At Avro, responsibilities ranged from filming matchday content and managing social media output to capturing the atmosphere around the club on matchdays.
From filming warm-ups pitchside to capturing fan reactions after goals, the placement provided a first-hand insight into how much work takes place behind the scenes at non-league football clubs.
Much of the work also took place away from the pitch, with content planning, editing and social media preparation often completed before and after matchdays.
Live updates, post-match content and short-form video clips have become increasingly important for non-league clubs looking to improve audience engagement and attract younger supporters online.
Avro FC media officer Liam Bambridge previously said the experience of working in non-league football mirrors the professional game, particularly within media and communications roles.
"What makes us stand apart at Avro was the community, locals that turn up at 3pm each Saturday are the ones that help us survive.
"Running a non-league club so close to professional ones (Oldham, Manchester United/City), means that those who want to be there and help really want the club to succeed."
The close relationship between supporters, volunteers and club staff creates a different atmosphere to the professional game, with many volunteers contributing alongside full-time work or education.
Social media has also become increasingly important for grassroots football clubs looking to grow audiences and improve engagement within local communities.
Platforms such as TikTok, Instagram and X allow clubs to reach younger supporters through behind-the-scenes content, matchday footage and short-form video clips.
For many non-league clubs operating with limited budgets, student volunteers are helping modernise online content and strengthen digital engagement.
Richard Neal from The Football Association also highlighted the importance of younger volunteers within grassroots football, particularly within media and communications roles.
He praised the desire students have to make an impact within clubs, adding that younger volunteers bring fresh ideas and modern media knowledge into football environments.
“Young people bring fresh ideas and energy into football clubs, especially within media and communications roles."
Neal also stressed the importance of younger volunteers within football clubs from an FA perspective, particularly as clubs continue adapting to changing media landscapes and audience habits.
From grassroots football to Wembley
The programme concluded with an event at Wembley Stadium involving students and clubs from across the country.
The Wembley event also gave students opportunities to network with clubs, programme organisers and football industry representatives from across the country.
For many involved, the experience reinforced how volunteering opportunities within grassroots football can lead to wider pathways within sport and media careers.
Sport England estimates that 10.5 million adults volunteered in sport and physical activity across England last year, although volunteering levels remain below pre-pandemic figures.
Sport England research has also estimated volunteering within sport contributes billions of pounds in social value across England.
While Wembley represented the conclusion of the programme, placements at clubs such as Avro FC reinforced the continuing importance of volunteers within grassroots football.
As the programme continues to expand, grassroots football clubs are increasingly turning to students not only to support matchdays, but to help shape the future of football media.
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