If you thought football was just about 90 minutes on the pitch, think again. On a crisp morning in March, Business Management students from De Montfort University swapped their lecture halls for the home of Chesterfield Football Club.
Business Management students pitch side at Chesterfield Football Club
Their game plan? To get a backroom pass on what makes a football club successful and – spoiler – it’s not just about how many balls they get in the back of the net. The trip was organised as an experiential learning opportunity to deepen students' understanding of areas such as football management, player recruitment, sponsorship, fan engagement, marketing, data use and operational decisions. They were also offered career guidance with a focus on securing graduate roles, and navigating sports and business careers.
A key message that resonated with me was the significance of identity in both football and business, revealing the grit, strategy and human connections that contribute to a football club’s success. I appreciated the real-world examples of challenges and successes shared by Ashley.
Zlatina, Business and Management student
Coaching our students through the experience was Executive Director Ashley Kirk (co-leader of the club and an experienced recruitment agency director). Ashley didn’t just talk about football, he discussed the club’s future direction, the operational challenges and strategic decisions, and the art of keeping both fans and finances in a good place. Students had the opportunity to ask him pre-prepared, role-specific questions – from the nitty-gritty of player recruitment to the high stakes of sponsorship deals – and afterwards were given a tour of the stadium.
By the end of the day, our students weren’t just thinking about football – they were thinking about careers. About the balance between passion and profit. And about how a stadium isn’t just a place to cheer, but the stage for complex operational decisions. They were taking home a big win with some seriously practical real-world insights to complement their academic studies.
My recent trip to Chesterfield completely shifted my perspective. I now see football in a new light, understanding it as more than just what happens on the pitch. There's a complex business behind it – rules, regulations, and countless steps that involve many people working behind the scenes.
Tesoh, Business and Management student