To our Friends, Staff, and Fans,
I hope this finds you well. A full football review—where we failed, how we are addressing past issues, and an update on pre-season progress (retained players /new signings) will be covered on our episode of the Wakefield podcast to be published next Friday, May 23rd. The goal of this month’s letter is to outline the broader direction of the club.
Starting this season, we will adopt a more balanced approach to our spending. Over the past 3 years we tried and succeeded in reducing debt and losses, increasing fan base and putting competitive teams on the field. Going forward, that is not enough.
In recent years, the great majority of funds went to first-team wages. While signings might be exciting short term, starting this year a substantial share of our budget will be directed to infrastructure and community development. We will still maintain a competitive player budget to challenge for playoff spots, but this year we will focus on retaining players that show emotional attachment to the club and fans while signing new ones that believe in the project want to be here long term.
The best-run clubs in non-league football all control their own playing and training facilities: they generate reliable income throughout the week, offer first-class conditions for players, provide a permanent base for their youth sections, and act as genuine hubs for local sport. We have to follow this path to ensure long term sustainability of this football club.
Brook Farm is intended to serve precisely that purpose for Wakefield AFC. Planning fees, ecological surveys, and professional reports have already exceeded £4,000; the full application will require a figure well into five digits. Board and staff devote significant time and resources running the club and putting this application together – effort we believe is justified by what the facility will deliver:
• Sustained revenue from 3G pitch hire, events, and eventual match-day hospitality. A 3G facility creates a new revenue stream, allows us to partner up with more companies and institutions around Wakefield and reduces our rental costs.
• A home for Wakefield Juniors, giving young players and their families a clear pathway to the first team. All of the subscription fees from Wakefield AFC Juniors go to rent facilities around the district – Juniors would have a home and the expense saved can be used for equipment, tournaments and open new junior teams.
• Improved preparation for senior football through dedicated training space.
• A community asset available to schools, grassroots clubs, and charitable programs across the district.
There are no guarantees Brook Farm will be approved with a scope that is acceptable to us. If it is not, the approach outlined here doesn’t change, we will have to find other location and partner to invest on.
For supporters we strongly believe this is all good news, more stable squad now, growth in the community and ultimately a better match-day experience will create stability for the club long term.
Growth off the Pitch
• Average crowd: more than 300 fans per game—drop from our time at Belle Vue but 20 % higher than our last season at Featherstone (22/23) and comfortably the highest in the division.
• Social Media Reach: over 22,000 followers across social media platforms (10,000 on Facebook), surpassing many clubs several tiers higher. Engagement also higher than ever, credit to the fantastic job being done by Adam and our media team.
• Fans have also done a fantastic job promoting the club and welcoming new fans to game days. The excellent job done by match-day staff and volunteers create a great atmosphere and helped turn first-time visitors into regulars.
• With enhanced community outreach, we aim to push toward 400 fans per game next season.
Brook Farm – Current Status
• Pre-application filed; Council feedback due by the end of May.
• The next stage requires ecological, drainage, and traffic studies, public consultation, and statutory fees—costs that outstrip current revenue and underline the need for facility income.
Featherstone Rovers
We thank Featherstone Rovers—Martin, the grounds team, bar staff, and volunteers have been exemplary partners and went above and beyond to accommodate players and staff last season.
One season remains on our agreement. We are currently discussing a renewal and pitch improvements and land development around Featherstone are in the agenda.
However, any long-term deal must grant Wakefield AFC match-day food-and-beverage rights for our home games. At this level, catering can generate three-to-five times match day gate receipts and we need this income to balance the budget. We are working hard to find a solution that fits both Featherstone and Wakefield AFC and looking forward to next season.
Off-Season Diary
Monday May 19th – Friendlies Announcement
Friday May 23rd – Podcast: Season Review, Brook Farm Q&A
Monday May 26th – Player Updates / New Signings [First Update]
End of May – New kit launch
Week of June 2nd – U17 to U23 trials
June 10th – Pre-season training begins
July 1st – First friendly
July 26th – League season commences
Sponsorship & Community
Local business support continues to grow; we have had a record number of business signing up for next season and while most headline slots are taken for 2024-25, a few remain. Interested parties should contact secretary@wakefieldafc.co.uk.
Sponsor reveals, Club 100, and community events and other news will be announced on our social channels over the next few days.
Finally, enjoy your Spring, stay in touch and keep promoting the club in the community. We appreciate your support and keep committed in guiding Wakefield AFC into this new phase – stable on the pitch, sustainable off it, and anchored in the community for the long haul.
Gui Decca
Chairman, on behalf of the WAFC Board of Directors
(Gui Decca, Andre Ikeda, Rodrigo Storti)