More than a club: Maidenhead United's £5million boost to local community revealed

Maidenhead United delivers over £5 million in community benefits according to a 2024/25 report highlighting the club’s growing social and economic value.

Yesterday evening (Thursday) Maidenhead United published its ‘2024/25 Impact Report’, revealing many of the social, economic and well-being benefits the club brings to the town and wider area.

Independent analysis carried out by Collins McHugh shows that the club generated more than £5.2 million in social value and £1.9 million in economic impact during the past season — underlining its vital role as a community anchor well beyond the football pitch.

The annual Impact Report showcases how Maidenhead United continues to harness the power of football to strengthen community connections, improve wellbeing, and support local livelihoods.

Through its Community Trust and wide-ranging partnerships, Maidenhead United delivers more than 300 football and fitness sessions every month, providing initiatives to support the health and wellbeing of thousands of local residents of all ages and abilities.

Highlights from the report include:

- £1.1 million of value generated through adult exercise initiatives and fitness programmes.

- £968,750 created through youth sport and coaching for more than 750 children and 69 youth teams.

- £658,000 in social value linked to mental health and wellbeing support.

- £601,000 generated by initiatives reducing loneliness and social isolation.

In addition, more than £739,000 of value was achieved through volunteering and apprenticeship opportunities, helping young people gain skills, experience and confidence in the workplace.

The club’s ongoing partnership with the national suicide prevention charity CALM (Campaign Against Living Miserably) continued to make a powerful impact, including awareness campaigns and fundraising events such as the annual Charity Golf Day, which raised over £5,600. Beyond its social programmes, the report also highlights Maidenhead United’s importance to the local economy.

The club’s operations and matchday activities generated £1.946 million in economic value during the 2024/25 season, including:

- £1.4 million in local spending linked to matchdays.

- £546,000 through employment of local residents.

- A 4.8% increase in town centre footfall on home matchdays.

Wherever possible, the club continues to prioritise local suppliers and services, ensuring that its success directly benefits local businesses and contributes to the prosperity of the town. From walking football and futsal to women’s and girls’ development programmes, Maidenhead United remains committed to providing opportunities for everyone to participate and thrive. The report shines a light on the growing success of the women’s football pathway, with participation up by more than 120% over the past 18 months. The club now supports 164 female participants, with many progressing from development to senior level.

Elsewhere, initiatives such as Wellbeing Walks and the Ageing Well Expo have supported older residents to stay active and connected, while partnerships with organisations such as Three Discovery and Leisure Focus continue to open up new ways for residents to engage, learn, and feel part of the community.

Maidenhead United’s Impact Report sets out the club’s long-term ambition to ensure that football continues to make a positive impact across the Royal Borough. With its deep roots in the town and commitment to social responsibility, the club is focused on ensuring it can keep expanding its reach and improving the lives of residents for generations to come.

Jon Adams, Chief Executive Officer at Maidenhead United FC, said: “This report captures what Maidenhead United truly stands for - community, inclusion, and opportunity.

"Whether it’s helping children develop confidence through sport, supporting older residents to stay active, or providing a sense of belonging for those who need it most, our club exists to make a difference. Behind the numbers are real people and real stories of friendships formed and lives improved.”

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