Lincolnshire FA launched the "New Year, New Pitch" campaign in January 2024 to provide targeted support for grassroots football facilities in Lincolnshire.

This campaign, recently submitted for a County FA Recognition Award in the Facilities Development category, was created to raise awareness of the range of funding opportunities available to clubs, including small grants and the Grass Pitch Maintenance Fund. The campaign strategically coincided with the mandatory pitch inspection window, offering timely reminders to clubs and sparking interest among new applicants.

Aims and Goals

The primary goal was to educate and inspire clubs to apply for essential funding, ultimately fostering better-maintained pitches and more inclusive, community-friendly environments. By addressing repeated inquiries from clubs about funding and maintenance, the Lincolnshire FA team created a one-stop funding guide, making it easier for clubs to understand and apply for support.

The guide served as both an accessible reference and a tool to shift the mindset around pitch maintenance and long-term investment, promoting a culture of sustainability in grassroots football.

Campaign Actions and Approach

With a focus on digital engagement, "New Year, New Pitch" was driven primarily through social media posts that detailed the steps, available resources, and key contact points for potential applicants. Lincolnshire FA’s team, including new staff members, introduced themselves to clubs, establishing a clear line of communication for future assistance. The campaign emphasised the importance of regional support, highlighting the roles of Regional Pitch Advisors and Support Pitch Advisors.

A digital, easily updatable funding guide was also produced, enabling clubs to access the latest information and case studies. By drip-feeding content on social media, Lincolnshire FA ensured that information was easy to digest and continuously accessible to clubs.

Results and Community Impact

The impact of the campaign was significant, with Lincolnshire FA seeing a rise in funding applications and pitch inspections submitted, boosting engagement and the development of local clubs:

• Applications Submitted: From January to early February, the campaign prompted three new applications, raising the total grant applications to £1.486 million.
• Pitch Inspections: The campaign increased pitch inspections from nine before January to 32 after the campaign launch.
• Social Media Reach: Campaign posts amassed over 34,000 impressions, and an engagement rate of 1.2%—the best for a facilities-focused campaign by Lincolnshire FA.

Since January, the campaign’s momentum has continued, leading to four new grant projects totaling £114,000 for pitch maintenance alone.

Ongoing Benefits and Future Goals

The "New Year, New Pitch" initiative has laid the foundation for sustainable growth in local football facilities, with Lincolnshire FA committed to refining and expanding the funding guide each season. Plans include adding partnership pages to the guide, assisting clubs with the application process, and spotlighting successful case studies to inspire further involvement. Following positive feedback from national counterparts, the guide has also become a model resource shared with other County FAs.

The project has shown how consistent communication, practical resources, and regional support can catalyse real change, helping clubs across Lincolnshire improve their facilities and build stronger communities through football.

“Our ‘New Year, New Pitch’ campaign was all about empowering our clubs to take that next step in maintaining and investing in their facilities,” said Jake Park, Lincolnshire FA’s Head of Football Development (Facilities & Investment Lead). “We saw first-hand the impact that clear guidance and accessible funding resources can have, especially when clubs feel confident about the support they’ll receive along the way. This campaign has helped kick-start some great projects, and it’s been inspiring to see clubs across Lincolnshire taking these opportunities to enhance their facilities and provide more welcoming environments for their communities.”

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