Grassroots Sports Clubs in Wiltshire Thrive Through Music Festivals

In a notable trend within Wiltshire's grassroots sports community, local rugby and football clubs are increasingly turning to music festivals as a vital source of revenue. These events not only provide much-needed financial support but also foster community engagement. The inaugural Wiltshire Throwback Festival, hosted by Melksham Town Football Club and Melksham Rugby Club at Oakfield Stadium, is set to take place from June 20 to June 21, featuring performances from artists like Tinchy Stryder and Liz Mitchell of Boney M fame.

According to Adam Young, chairman of Melksham Town FC, the festival could contribute 15 to 20% of the club’s annual income. "From a football club perspective, we are probably talking about the festival making 15 to 20% of our (annual) income," Young stated. He emphasized the importance of additional revenue during the summer months when attendance at matches typically declines. Young noted, "It’s something that we’ve wanted to do, and to have 3,000 to 5,000 people at the site is incredible."

The trend is not isolated to Melksham. Corsham Rugby Club will host its third annual CorFest on June 21, which raises funds not only for the club but also for local charities such as Dorothy House Hospice and Corsham Food Bank. Jim Williams, chairman of Corsham Rugby Club, remarked, "Being a volunteer-led club, we like to help various local charities and it furthers our engagement with the local community, which is a priority for us."

The financial implications of these festivals are significant. Aaron Brailey, chairman of Melksham Rugby Club, echoed the sentiment, stating, "It’s incredibly difficult as, historically, volunteers have always run the club, but we have aspirations to grow and we’ve got to take advantage of opportunities like this." The festivals are seen as a means to fill a crucial void in income, particularly for clubs that rely heavily on sponsorship.

The Wiltshire Throwback Festival is expected to attract up to 3,000 attendees daily, with a lineup designed to appeal to a wide audience. Nico Menghini, co-director of festival organizers Jarboom, expressed excitement following the approval of their licensing application, stating, "We’re ecstatic, especially considering the amount of work we’ve put in to satisfy the authorities. We’re already in the early planning stages for year two."

These initiatives underscore a growing recognition among grassroots sports clubs of the potential for music festivals to serve as an effective fundraising mechanism. With community-centric goals, these events not only bolster club finances but also enhance local engagement through entertainment and charity support. As clubs navigate the challenges of maintaining operational viability, such innovative approaches may become increasingly essential to their sustainability in the future.

As the trend continues, it raises the question of how other sports clubs across the UK might adopt similar strategies to enhance their financial resilience. The impact of such events may well extend beyond immediate fundraising, fostering a stronger sense of community and engagement in local sports culture.