Online Store Hospitality Buy Tickets

York City adapting to the digital shift

By Dan Simmonite | 9th April 2021

York City Football Club has adapted to the digital shift over this season with record website traffic, record online sales, and over 44,000 unique viewers on the club’s Livestream.

Five National League North games have been streamed via the YouTube streaming service, with supporters encouraged to contribute to the Virtual Turnstile on the Club’s Online Store – an initiative that saw the club attract 44,000+ viewers.

Other digital ventures include the refresh of the Club website and Online Store, with changes to the interface and user experience. The Club website has received more than 257,000 users and 1.3 million pageviews in the past 9 months – more traffic than any other nine-month period – with club partners collecting more than 154,000 website clicks over the same period.

Although retail restrictions have been in place for the majority of the last twelve months, thanks to the e-commerce offering of the Club’s Online Store, merchandise sales are up 161% and orders up 327% year over year. Sales of the (now discounted) 2020-21 Season Replica Kit, Farewell Bootham Crescent memorabilia, face coverings and match programmes all contributing to the success.

International shipping is also now in place from the online store so City fans all around the world can purchase merchandise with orders already dispatched to Las Vegas, Hong Kong, and Australia.

Looking towards commercial partnerships, collaboration with York Gin saw the launch of a Farewell Bootham Crescent gin with limited edition bottles selling out in just 30 minutes, the first perimeter boards were fitted at the brand new LNER Community Stadium and the club is very excited to soon announce a new multi-year partnership with a next generation insurance advisory firm.Sleeve sponsors DWA Architects with their new pitchside board at the LNER Community Stadium.

Commercial Manager Chris Pegg added: “The last year has brought York City Football Club changes and challenges, and while it’s certainly been a difficult time for our fans, our partners and our city, there’s now a world of opportunity with the opening of the LNER Community Stadium.”

“There is always room for improvement - ways to make things better, to work smarter and to see our commercial operations and fan engagement from a new perspective. The new stadium is a perfect catalyst for this, and the Club welcomes any and every commercial conversation.”

For information on commercial opportunities at the LNER Community Stadium please see our Sponsorship Opportunities or E-Mail the Club at

Can't find what you're looking for? Try searching.

Search form

Sign up to our newsletter to receive the latest updates!