Aldershot Town’s lead marketing executive Michael Lipscombe has opened up about his role driving the club’s visibility in the crowded National League. With the club sitting 20th on 46 points from 46 games and six points behind the relegation zone, his work spans season tickets, kit launches and fan engagement.
What does Michael Lipscombe do for Aldershot Town?
Lipscombe leads the club’s marketing strategy across every area of the business. His remit covers season-ticket campaigns, kit launches, merchandise, fixtures, community initiatives and the club’s Customer Relationship Management system. He also manages email marketing, fan journeys and works closely with sponsors to maximise commercial opportunities.
His days start with emails and weekly operational meetings reviewing the previous week and upcoming fixtures. Campaign planning dominates the schedule, from match promotions to player announcements and commercial activations. Some ideas go live; others stay on the drawing board. Performance analysis feeds into future activity and targeted communications across departments.
Why does Aldershot Town’s small team punch above its weight?
Aldershot Town operates with a smaller workforce than many clubs higher up the pyramid. That forces everyone to pull together. Lipscombe highlights the close relationships built with colleagues and the army of volunteers who give their time every week and on matchdays. Volunteers outnumber full-time staff, and without them the club wouldn’t function.
The club has also weathered a year of change, including a new controlling owner and several staffing shifts. Despite that, the atmosphere remains positive. Lipscombe says few clubs could face such challenges and still emerge fighting with the same passion and drive.
How does marketing help Aldershot Town stand out?
Football clubs are about more than Saturday afternoons. Lipscombe’s priority is creating year-round engagement. He uses every communication channel to promote the club and grow the supporter base. The club’s recent run of five straight losses - including a 0-2 home defeat to Truro City on 25 April 2026 - makes that outreach even more vital.
League standing: 20th in National League, 46 pts, 13W-7D-26L from 46 games, recent form LLLLL. Goals this season: 69 scored, 87 conceded (-18 goal difference). Title race: 62 points behind leaders York.
