"We're More Than Just a Football Club" – Nicola Sanders Cooper on the Reality of Leading AFC Ashington
Behind every non-league football club is a story that rarely makes the headlines.
While supporters experience ninety minutes on a Saturday afternoon, hundreds of unseen hours are invested behind the scenes by volunteers who simply refuse to let their club disappear. At AFC Ashington, that responsibility rests heavily on the shoulders of Chair Nicola Sanders Cooper, whose leadership has become synonymous with resilience, innovation and an unwavering commitment to her community.
Speaking on the Business of Football Network, Nicola offered an honest and refreshingly transparent insight into what it really takes to run a modern non-league football club.
An Unexpected Journey into Leadership
Nicola never planned to become Chair.
Originally joining the board to focus on commercial growth and sponsorship opportunities, circumstances led her into the club's highest leadership role. What began as an opportunity to help increase revenue quickly evolved into becoming one of the key figures responsible for safeguarding one of Northumberland's most historic football institutions.
For Nicola, however, Ashington AFC is more than a football club.
Founded in 1883 and forever connected to footballing legends Bobby and Jack Charlton, the club carries generations of history. Rather than viewing herself as an owner or executive, she describes the volunteers as custodians—people tasked with protecting the club for future generations.
That mindset defines every decision the board makes.
The Financial Reality of Non-League Football
Football often celebrates promotions and trophies, but Nicola revealed that survival can sometimes be an even greater achievement.
Competing in the Northern Premier League East means long-distance travel almost every other weekend, with transport costs running into thousands across a season. Unlike many clubs higher up the pyramid, Ashington doesn't benefit from wealthy investors or significant financial backing. Every sponsorship secured, every ticket sold and every volunteer recruited genuinely matters.
It's a balancing act familiar to many clubs across non-league football.
How do you remain competitive on the pitch while ensuring the club remains financially sustainable off it?
For Nicola, sustainability always comes first.
Promotion may bring excitement, but it also brings higher operating costs. Success can quickly become a financial challenge unless clubs are prepared to grow responsibly.
Two Full-Time Jobs
Away from football, Nicola also runs her own business.
Managing a holiday park alongside chairing a football club means juggling two demanding careers simultaneously. While having flexibility helps, the workload never really stops.
Whether it's chasing sponsorship opportunities, improving fan engagement or dealing with unexpected issues, the work continues long after the final whistle.
"It's kind of like having two full-time jobs," she admits.
Yet despite the challenges, her approach remains proactive.
Innovation has become essential.
Moving fixtures to Friday evenings to avoid Premier League clashes, exploring new commercial opportunities and embracing media exposure are all examples of a club determined to think differently.
The Documentary That Changed Everything
One of the biggest turning points for Ashington came through the BBC documentary that showcased the realities of life inside the club.
Initially hesitant about opening the doors to television cameras, Nicola recognised the opportunity to tell a story rarely seen by the wider football community.
The results exceeded expectations.
The documentary generated new sponsorship enquiries, merchandise sales, volunteer interest and increased awareness of the vital role grassroots football clubs play within their communities.
For Ashington, exposure wasn't about publicity.
It was about survival.
More Than Football
Perhaps the most powerful message from the conversation was that Ashington AFC isn't simply a place where football is played.
It is a community hub.
The club supports food bank collections, runs mental health initiatives and provides a place where people can connect during difficult times. Nicola explained that for some supporters, matchday may be their only meaningful social interaction during the week.
She also reflected on one of the club's most difficult periods following the loss of a supporter, highlighting how the football club became a focal point for collective grief and community support. It served as another reminder that football's value cannot always be measured by league tables or attendance figures.
Success Beyond the League Table
Despite spending much of last season battling relegation, Ashington still recorded one of the highest attendances in the division.
That unwavering support speaks volumes.
Fans continued to back the team regardless of results, reinforcing the connection between club and community that Nicola is so passionate about protecting.
Looking ahead, the ambition isn't necessarily rapid promotion.
Instead, the vision is clear: build a sustainable football club, develop an academy structure, continue growing commercial revenues and ensure Ashington AFC remains part of the town for generations to come.
A Lesson for Football
Nicola Sanders Cooper's story is one that extends far beyond Ashington.
It highlights the reality facing hundreds of clubs across the football pyramid.
Behind every fixture is an army of volunteers.
Behind every sponsorship is countless hours of hard work.
Behind every matchday is a community depending on its football club to be much more than a place to watch ninety minutes of sport.
As Nicola encouraged during the interview, if you have a local grassroots or non-league club nearby, consider getting involved. Volunteer your time, attend a match or simply support the people working tirelessly behind the scenes.
Because as her story demonstrates, football's greatest impact is often found far away from the Premier League spotlight.
