# Wealdstone FC — Owner-Ready Media & Commercial Kit

**Prepared for:** Wealdstone FC commercial / media team (att. Nick Semaca, majority shareholder)
**Club:** Wealdstone FC — "the Stones" — Grosvenor Vale, London Borough of Harrow
**Prepared:** 2026-06-07
**Status:** Ready to use once the club signs off the **Rights & Facts checklist** at the end (Section 16). Everything here is written so the commercial team can copy, adapt, brief, and publish without an agency in the middle. Nothing in this kit has been posted, sent, or spent. It is creative strategy for the club's own approval.

> **One rule that makes all of this work:** Wealdstone earns money the same way it earns loyalty — by being a *proper football club* first and a commercial property second. Every line below protects that order. Sustainability before vanity; supporters before slogans.

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## 1. Cover note (read this first)

To the Wealdstone commercial team,

You don't need to be told what the club is. You need a tidy, usable set of words, posts, films and partner materials that say it consistently — so that a local business, a regional sponsor and a supporter all hear the *same* story without the club having to reinvent it every week.

That's what this is. It takes the public, on-the-record direction Nick Semaca has set — **financial sustainability first, then a better matchday, growing attendance, more non-matchday revenue, smart recruitment and youth development** — and turns it into something a sales conversation and a social feed can actually use.

Three things to know before you use any of it:

1. **It respects the supporters.** Wealdstone's fan-ownership roots are treated as an asset and a point of pride, never as a problem to be managed around. No copy in here talks down to the terrace.
2. **It stays on the right side of the rules.** Nothing here assumes access to club marks, player or staff imagery, matchday footage, or interviews. Where those would help, the kit flags them as *"club-approved asset required"* and gives you a compliant fallback you can shoot or design without approval.
3. **It's modular.** Take the campaign line and three posts and bin the rest if you like. It's built to be raided, not adopted whole.

— Prepared for Ethan's shop, for the club's own use.

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## 2. Positioning (one paragraph you could say out loud in a sponsor meeting)

Wealdstone FC is a genuine community football club with deep roots, a loyal travelling support, and — uncommon for the level — a fan-ownership backbone that survived into a new era. Under majority shareholder Nick Semaca, the public direction is deliberately un-flashy: **protect the club's finances, improve the matchday, grow the crowd, build revenue beyond Saturdays, recruit smartly, and develop young players.** For a partner, that's the rare combination of *authentic local reach* and *grown-up commercial intent*. You're not buying a logo on a board. You're buying a place in a weekend ritual that thousands of people actually care about — run by people who intend to be here in ten years.

**The story in one line:** *Heritage you can trust, run like it's meant to last.*

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## 3. Messaging pillars (the four things every message should ladder back to)

1. **Heritage with accountability** — supporters, place and history stay central; the club answers to its community, not just a balance sheet.
2. **Sustainable growth** — financial discipline treated as a competitive advantage, not a cost-cutting apology.
3. **A better matchday** — atmosphere, family ritual, food and drink, and real value for local sponsors built around the Saturday.
4. **People and pipeline** — youth development on the pitch *and* the operational, commercial and coaching pathways off it.

> If a post, email or film doesn't clearly serve one of these four, it's off-message. That's the filter.

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## 4. The campaign that ties the year together: "Stone by Stone"

One idea so the club isn't inventing a fresh theme every fortnight.

**The line:** *Stone by Stone.*

**Why it works:** It's already true to the club ("the Stones"), it carries the *exact* meaning Semaca's direction needs — patient, durable, built rather than bought — and it scales from a terrace chant to a sponsor deck without changing shape. It quietly reframes "we're not spending big" from a weakness into a promise: *we build to last.*

**The repeatable beat:** every campaign moment is "one more stone" — a new partner, a youth signing, a record crowd, a stand upgrade, a community session. Each becomes a small "another stone laid" post. Over a season that drumbeat *is* the growth story, told in public, for free.

**Sub-lines you can rotate:**
- *Built to last.*
- *Community roots. Sustainable ambition.*
- *A proper club, run properly.*
- *Add your stone.* (partner/sponsor CTA)

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## 5. The anthem — "Stone By Stone"

The club has a finished, original vocal terrace anthem written for this campaign.
**File:** `wealdstone-fc-stone-by-stone-anthem-vocal.mp3` (embedded on the media page).

It is built to do three jobs: warm-up / walk-out audio at the Vale, a sound bed under social films, and a supporter-shareable track in its own right.

### 5a. Lyrics one-sheet (for print, liner, caption and screen use)

> **IMPORTANT — match before you print as "official":** The lines below capture the anthem's theme, structure and chorus hook. AI-vocal wording can drift slightly from a printed sheet. Before anyone publishes these as the *official* lyrics, play the track once and correct any line you intend to quote word-for-word. Treat this as the lyrical *spirit sheet* until matched against the audio.

**"Stone By Stone"** — terrace anthem, anthemic mid-tempo, built for a crowd to join

*Verse 1*
Down the Vale on a grey afternoon,
same old scarf, same old tune.
We were here when the lights were low —
we don't forget where we go.

*Chorus*
Stone by stone, we build it slow,
through the wind and the rain we go.
Not for glory bought and gone —
Wealdstone, we carry on.
Stone by stone. Stone by stone.

*Verse 2*
No empty promise, no borrowed name,
just honest work and the love of the game.
Pass it down from old to young —
this is a club, not a con.

*(Chorus)*

*Bridge*
Whatever they spend, whatever they say,
we'll still be here on a Saturday.
Roots in the ground, eyes on the climb —
built to last, one stone at a time.

*(Final chorus, big)*

### 5b. How to use the anthem (practical)

- **Walk-out / warm-up:** the final chorus is the singalong hook — cue it for the players' entrance or the last 60 seconds before kick-off, with approval from matchday operations.
- **Social sound bed:** drop the instrumental sections under Reels 1–3 (Section 8). Keep VO over verses, let the chorus breathe.
- **Supporter share:** post the chorus as a 15–20s clip with on-screen lyrics and invite supporters to learn it before a named fixture. Engagement comes from *participation*, not broadcast.
- **Hospitality / events:** low-volume bed for sponsor evenings and stadium tours.
- **Rights note:** confirm the track's licence terms cover stadium PA and commercial social use before matchday or paid use. If any sample/third-party element exists, clear it first.

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## 6. Audiences & sponsor segments (ranked, with the pitch each one actually wants to hear)

1. **Local Harrow / North-West London businesses (trades, hospitality, retail, motors)** — the core. They don't want "brand awareness," they want *belonging and local goodwill*. Pitch: matchday boards, shirt/stand sponsorship, "official local partner" status, and being seen to back the community club.
2. **Regional & mid-market sponsors (logistics, construction, professional services)** — want credible reach plus a values story. Pitch: sustainability-led club, fan-ownership integrity, measurable matchday and digital reach, hospitality for their own clients.
3. **Hospitality & matchday-experience partners (food, drink, family activation)** — want footfall and a captive, repeat Saturday audience. Pitch: revenue share, concession activation, family-zone sponsorship.
4. **Youth & community-aligned partners (education, health, local authority, grassroots)** — want genuine social impact, not a logo. Pitch: youth development pathway, community sessions, schools work.
5. **Supporter-members & the diaspora support** — not a "sponsor" but the engine of credibility and word-of-mouth. Pitch: pride, transparency, and small ways to "add a stone" (memberships, fundraisers, fixture pushes).
6. **Sports-business / investor-minded audience (longer horizon)** — want to see a club run with discipline. Pitch: the stewardship narrative — sustainable, supporter-respecting, professionally operated.

> **Effort split:** ~60% of content and sales energy at audiences #1–#3 (where the near-term revenue is), ~25% at #4–#5 (credibility and reach), ~15% at #6 (relationships that mature slowly).

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## 7. Ready-to-post sponsor & supporter copy (paste, light-edit, publish)

### Post — "Another stone"
A proper club doesn't grow by forgetting what made it matter. It grows the slow, honest way — one partner, one signing, one record crowd at a time. Stone by stone. #Wealdstone #StoneByStone

### Post — Sponsor angle (local business)
For a local business, the Vale on a Saturday isn't just exposure — it's belonging. The board, the stand, the pre-match pint, the shared result. Back the club your customers already love. Partnership enquiries: [partnerships@email] · [phone]

### Post — The Semaca direction (no spend hype)
The plan isn't to spend big and hope. It's the harder, better thing: protect the club, improve the matchday, grow the crowd, develop young players — and build something that's still here in ten years. Sustainability first. #StoneByStone

### Post — Fan ownership as a strength
Plenty of clubs lost their soul chasing the next level. Wealdstone kept its roots — supporters still hold a real stake. That's not a relic. It's the reason this is worth backing. #ProperClub

### Post — Matchday revenue / family
A better matchday is more than a result. It's the food, the family table, the kids' first game, the reason you come back. We're building that, Saturday by Saturday. Come and be part of it. [ticket link]

### Post — Youth development
Build a club like you build anything that lasts: from the foundations up. Young players, young coaches, young people learning the game on and off the pitch. The next chapter is grown here. #StoneByStone

### Post — Partner welcome (template)
Welcome to the family, [Partner Name]. Proud to call you an official partner of Wealdstone FC. Another stone laid. 🟦🟨 [tag partner]

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## 8. Three Reels — shot lists, VO and captions (compliant-by-default)

> **Compliance design:** every shot below can be filmed *without* club marks, players, staff or matchday footage — establishing texture, supporters who've given permission, local businesses, the ground exterior, hands and details. Where a club-controlled asset would lift the film, it's marked **[APPROVAL]** with a safe fallback. Always get a verbal/written OK before filming an identifiable person.

### Reel 1 — "Stone by Stone" (brand / supporter, 30s)
**Mood:** warm, proud, unhurried. Anthem chorus underneath.
**Shot list**
1. Grosvenor Vale exterior / the gates in early light (no people needed)
2. Scarves, programmes, a flask, boots by a stand — detail shots
3. Supporters arriving (only those who've agreed; or shot from behind / wide) **[APPROVAL not needed if anonymised]**
4. Local shopfront / café near the ground
5. Empty terrace, wide, then a slow tilt up to the floodlights
6. End card: club-approved logo lock-up **[APPROVAL]** — fallback: clean "STONE BY STONE" type card in club colours
**VO (or on-screen text):**
"Some clubs are brands. Some clubs are *places*. We were here when the lights were low — and we're not going anywhere. Stone by stone, we build it. Built to last."
**Caption:** Some clubs are brands. Some are places. 🟦🟨 Stone by stone. #Wealdstone #StoneByStone

### Reel 2 — "The plan, in plain English" (commercial / credibility, 45s)
**Mood:** grounded, confident, no hype. Verse bed, VO-led.
**Shot list**
1. The ground at rest — pitch, stand, sponsor-board frames (no current logos) — texture
2. Hospitality / clubhouse detail — a set table, a poured pint, a handshake (hands only)
3. Youth/grassroots session **[APPROVAL — fallback: empty pitch, cones, a ball, boots]**
4. A "now booking partners" board / printed one-sheet on a table
5. End card: partnership CTA
**VO:**
"Here's the plan, in plain English. Protect the club's finances. Make the matchday better. Grow the crowd. Earn beyond Saturdays. Recruit smart. Bring young players through. No vanity, no borrowed names — just a club run like it's meant to last. If your business wants in, there's a stone with your name on it."
**Caption:** The plan, in plain English. Sustainable growth, supporter-first. Partner with us: [link] #StoneByStone

### Reel 3 — "Add your stone" (sponsor sales, 30s)
**Mood:** direct, friendly, a clear ask.
**Shot list**
1. Close on a sponsor board frame / hoarding (blank or generic) — texture
2. Matchday crowd atmosphere — wide / anonymised **[APPROVAL — fallback: archive-feel exterior + sound]**
3. A local business owner to camera (if willing) **[APPROVAL/consent]** — fallback: their shopfront + VO
4. Hands shaking; a partner certificate / pennant
5. End card: "Add your stone — [partnerships email]"
**VO / text:**
"Every Saturday, thousands of local people share one thing. Your business can be part of it — the board, the stand, the family zone, the shirt. Real local reach, run by people who'll still be here next season. Add your stone."
**Caption:** Local reach. Real belonging. A club built to last. Become an official partner → [email] #StoneByStone

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## 9. Matchday activation concepts (revenue + atmosphere, low-cost first)

- **"Another Stone" partner unveilings** — every new sponsor gets a 30-second matchday and social moment ("another stone laid"). Free content, and it makes signing feel like joining something.
- **Family Stone (family zone)** — a sponsored family area: face-paint, a kids' "first game" certificate, a cheap meal-deal. Sells a hospitality slot *and* grows tomorrow's season-ticket holders.
- **Local Business Saturday** — a designated fixture where local partners get a market-stall row outside the ground; cross-promote to their customers. Footfall for them, atmosphere and concession spend for the club.
- **Stone-layers wall** — a physical and digital wall of every partner/member who's "added a stone." Cheap, sticky, and a reason for partners to share.
- **Anthem moment** — a named fixture where the crowd is taught the "Stone by Stone" chorus pre-match (lyrics on the screen / in the programme). Builds the very atmosphere sponsors are buying.
- **Non-matchday revenue** — clubhouse hire, stadium tours, supporter quiz nights, a "Stone by Stone" supporters' evening with the anthem. Each one is a Tuesday that earns.

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## 10. Partner outreach email (template — for the club to send to local/regional businesses)

> **Subject:** Become an official partner of Wealdstone FC — the local club, run to last

Hi [First name],

I'm [Name] from the commercial team at Wealdstone FC. We're opening a small number of partner places for the season ahead and I thought of [Business] because you're exactly the kind of local business our supporters already know.

Wealdstone is a proper community club — deep roots, loyal support, and a clear direction under our majority shareholder: grow sustainably, make the matchday better, and stay genuinely connected to the area. For a partner that means real local reach and real goodwill, not just a logo on a board.

We can tailor something to your budget — matchday boards, stand or family-zone sponsorship, hospitality, or a community-facing partnership. The simplest next step is a 20-minute chat or a visit to the Vale on a matchday so you can feel it for yourself.

Would [date/option A] or [date/option B] suit?

Either way, thanks for backing local.

Best,
[Name]
[Title], Wealdstone FC
[phone] · [email] · [partnership page link]

*Wealdstone FC. Community roots, sustainable ambition. Stone by stone.*

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## 11. Website / sponsor-page copy (drop-in)

**Hero:** Partner with Wealdstone FC — a proper club, built to last.

**Intro paragraph:**
Wealdstone FC is a genuine community club in the London Borough of Harrow, with deep roots, a loyal support, and a fan-ownership backbone we've kept through every chapter. Under majority shareholder Nick Semaca, our direction is clear and deliberately grown-up: protect the club, improve the matchday, grow our crowd, build revenue beyond Saturdays, recruit smartly, and develop young players. Partnering with the Stones isn't buying exposure — it's joining a weekend that thousands of local people genuinely care about.

**Why partner with us (three blocks):**
- **Real local reach** — a captive, loyal, repeat Saturday audience plus an engaged digital following across the area and beyond.
- **Genuine goodwill** — be seen backing the community club. Supporters reward the businesses that back them.
- **Flexible & sustainable** — packages from matchday boards to hospitality to community partnerships, tailored to your budget, run by a club that intends to be here for the long haul.

**CTA:** Add your stone. Enquire about partnership → [partnerships email] · [phone]

**Sustainability/credibility footer line:** We grow the honest way — sustainability first, supporters always. Stone by stone.

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## 12. Print one-sheet copy (for a single-page partner leaflet / PDF)

**WEALDSTONE FC — OFFICIAL PARTNERSHIPS**
*The Stones · Grosvenor Vale · London Borough of Harrow*

**A proper club, run to last.**
Deep roots. Loyal support. Fan-ownership in our DNA. A clear, sustainable direction under majority shareholder Nick Semaca.

**What partners get:**
- A place in a weekend thousands of local people care about
- Real local reach + genuine community goodwill
- Matchday boards · shirt & stand sponsorship · hospitality · family-zone & community partnerships
- Packages tailored to your budget

**Why now:**
The club is growing the honest way — better matchdays, bigger crowds, smarter operations. Early partners grow with us.

**Add your stone.**
[partnerships email] · [phone] · [web]
*Community roots. Sustainable ambition. Stone by stone.*

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## 13. 30-day rollout plan (so this kit actually ships)

**Week 0 (before anything goes public):**
- Run the Rights & Facts checklist (Section 16). Confirm anthem licensing for PA + social.
- Lock the campaign line ("Stone by Stone") and the four pillars with whoever owns the club voice.
- Decide which 6–8 posts and which one Reel you'll start with.

**Week 1 — Foundation & soft launch:**
- Publish the "Another stone" and "Semaca direction" posts.
- Release the anthem chorus clip with on-screen lyrics; invite supporters to learn it.
- Stand up / refresh the sponsor page (Section 11) with the partnership CTA.

**Week 2 — Sponsor push:**
- Send the partner outreach email (Section 10) to a *small, warm* first list (10–15 local businesses).
- Post Reel 3 ("Add your stone") and the local-business sponsor post.
- Brief matchday staff on the "Another Stone" unveiling format.

**Week 3 — Matchday proof:**
- Run one activation (Family Stone or an "Another Stone" unveiling) at a home fixture; capture compliant footage.
- Publish Reel 1 ("Stone by Stone") using that footage.
- Follow up the outreach list; offer a matchday visit.

**Week 4 — Consolidate & measure:**
- Publish Reel 2 ("The plan, in plain English") for credibility / inbound.
- Post the first partner welcome ("Welcome to the family").
- Review: which posts drove enquiries, which fixture drove footfall, which segment replied. Keep what worked, bin what didn't, and set the steady-state cadence (Section 14).

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## 14. Steady-state cadence (after day 30)

- **2 social posts/week** anchored to a pillar; at least one with a clear partner or matchday CTA.
- **1 Reel every 1–2 weeks**, reusing the three formats with fresh footage.
- **"Another stone"** every time there's a real moment — a signing, a partner, a crowd record, a community session.
- **Outreach:** a fresh batch of 10–15 warm partner emails per month, always offering a matchday visit.
- **Anthem:** rotate the chorus clip around big fixtures; keep building the singalong.

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## 15. Staff & supporter talking points (so everyone tells the same story)

**For commercial staff (sponsor conversations):**
- "You're not buying a logo — you're joining a weekend thousands of local people care about."
- "We grow sustainably. That means your partnership is with a club that'll still be here next season, and the one after."
- "We can build something to your budget. The honest first step is to come to a game."

**For all staff / volunteers (the one-liner):**
- "Community roots, sustainable ambition. We build it stone by stone."

**For supporters (why this is good news, not a sell-out):**
- "The roots aren't going anywhere — fan ownership is part of the plan, not a casualty of it."
- "The direction is sustainability first. No reckless spending, no borrowed identity. A proper club, run properly."
- "Backing our partners *is* backing the club. Add your stone."

**What *not* to say (guardrails):**
- Don't promise league position, signings, spending, or financial figures the club hasn't published.
- Don't speak for Nick Semaca beyond his public statements.
- Don't imply supporter funds or ownership shares are changing without an official club statement.

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## 16. Rights, facts & approval checklist (do this before anything goes public)

**Facts to confirm with the club:**
- [ ] Owner name spelled **Nick Semaca** everywhere (not "Samaka"/"Samaca") — confirm this is the correct individual.
- [ ] The "50.1% of available shares / majority shareholder" framing matches the club's current official wording.
- [ ] Current, accurate description of the fan-ownership stake (don't overstate or understate it).
- [ ] Correct ground name and any branding ("Grosvenor Vale" / sponsor naming if applicable).
- [ ] Correct partnerships contact (email, phone, page) before any CTA goes live.

**Rights to clear:**
- [ ] **Anthem licensing** confirmed for stadium PA *and* commercial social use; any third-party/sample element cleared.
- [ ] **Club marks/logos** — only use the official lock-up with media approval; otherwise use the type-card fallback.
- [ ] **Players, staff, named individuals** — no imagery, footage or interviews without club media approval.
- [ ] **Matchday footage** — follow the club's media policy; route any access request via the Head of Media, in advance, per policy.
- [ ] **Identifiable supporters** — get consent before filming/posting anyone recognisable; anonymise or shoot wide where you can't.
- [ ] **Sponsor logos** — only publish a partner's marks with their written sign-off.

**Process:**
- [ ] Nothing in this kit is published, sent, or boosted until the club voice-owner signs off the post/film.
- [ ] Media access for any official content requested via the Head of Media, in line with the club's stated notice period and approval process.

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*Prepared as draft creative strategy for Wealdstone FC's own approval and use. No outreach, posting, ad spend, media access, or third-party contact has been performed. All facts and rights require club review before public use.*
