The Problem

Every year, the same conversation.

Costs rise. Tickets go up. Fans push back. Clubs explain the economics. Nothing changes.

The problem is not that ticket prices are increasing. It is that clubs have no mechanism to absorb rising costs without passing them directly to matchday supporters. There is no bridge between what you need and what your fans will accept.

So prices keep rising. The fans who make the atmosphere — the locals, the loyalists, the ones who have been coming for thirty years — get squeezed a little further each season.

There is no bridge between what you need and what your fans will accept.

The Concept

A monthly prize competition. A fund for the fans in the seats.

Football has always had two kinds of supporters. The ones in the ground — locals, loyalists, the people whose voices make a stadium what it is. And the ones watching from everywhere else — a global community connected to a club by something that cannot be explained but cannot be denied.

For years those two groups have had no real relationship with each other. Guardians changes that.

Any fan, anywhere in the world, can enter a monthly prize competition. £1 a line, less in bulk. A genuine chance to win something worth travelling for. Every penny of every entry, after applicable sales tax, goes directly into a ring-fenced fund for the club's matchday supporters. Not a donation. Not a subscription. A direct way to help.

The fan in São Paulo is not competing against the local supporter who cannot afford a ticket. Every entry he makes puts money in that supporter's corner.

The prize is the incentive. The fund is the point.

How It Works

Three steps. One mechanism.

1

Fans enter

A monthly prize competition, open to any fan anywhere in the world. £1 a line, less in bulk. Free entry is available by post — one line per household, genuine, administered, and promoted in every market alongside paid entry. Every entry fee goes to the subsidy fund in full — net of applicable sales tax, which is paid to the relevant authority in each territory.

This is a prize competition, not a lottery. The free entry route is what makes it so — legally, commercially, and internationally. That is a deliberate structural choice, not a footnote.

2

The fund grows

Entry fees accumulate in a ring-fenced fund for that club's matchday supporters. Every Guardian can see the total in real time. Not a penny goes to the platform.

3

Supporters pay less

The fund pays part of what supporters owe. The club receives what it needs. The fan pays the difference.

That gap — covered by Guardians — is the entire point.

Protect your matchday atmosphere without losing a penny of ticket revenue.

Fan Experience

There is always a winner. Every entry is always accounted for.

Every month, someone wins. One winner, every draw, guaranteed — no rollover, no unclaimed prize. Every non-winning entry contributed to the fund that reduces what a matchday supporter pays to be in the ground.

And every fan who entered can see exactly where their entry went. How much was raised, how the fund was applied, what it meant for a supporter in the stands. Expressed plainly, not in financial abstractions.

Without that visibility, there is no reason to trust that anything happened at all. With it, an entry becomes a commitment.

The Scale of the Opportunity

The model works at any scale.

13,000 /mo

A single club, conservatively, selling thirteen thousand lines in a month. Lines are bought in bulk, priced below £1 each.

£10,512

Subsidy fund produced in that month alone — net of applicable sales tax.

£900,000

Sustained at the scale of an established club, across a season — the better part of a million pounds working in the corner of your matchday supporters, funded entirely by fans who were never going to be in the ground.

Your income is unchanged. Your supporters pay less. This sits alongside your existing pricing — it does not replace it.

These are conservative figures. The point is not the ceiling. It is the floor.

Make It Yours

Named after the place your supporters call home.

When a club adopts Guardians, it becomes something specific to them. Named after their ground. Their stand. The place their supporters call home. From the outside, it feels entirely native to the club. From a fan's perspective, they are not joining a scheme. They are becoming a Guardian of something that belongs to them.

Guardians of the Kop. Guardians of the Stretford End. Guardians of the Gallowgate. Guardians of the Holte End.

Implementation

A complete solution. Ready to deploy.

Everything is handled: the prize competition infrastructure, monthly draws, winner selection, payments, compliance across territories, reporting, governance, and the free entry route that keeps the whole thing legally sound.

Your obligations are three: an annual fee, a monthly prize, and honest reporting on how the fund has been applied. The prize is yours to design and administer — your assets, your access, your history. Guardians selects the winner. Everything else is yours.

Once the decision is made, a club can be live in days.

See the platform

Common Questions

What does the club actually need to commit to?

Three things. An annual platform fee, fixed by league tier. A monthly prize of genuine value — yours to design, provide, and administer. And transparent reporting each time the fund is applied — published immediately on the platform so fans can see it working. Guardians handles everything else: technology, compliance, draws, winner selection, fan engagement, and reporting infrastructure.

How much control do we have over the prize?

Complete control. The prize is yours — your assets, your access, your history. Guardians sets a minimum value standard by league tier, and selects the winner. Everything else is your decision. A signed shirt, a director's box experience, a training ground tour, a travel and hospitality package built with your commercial partners. What you have that no one else does is access. The prize is how you use it.

How does the fund build genuine trust rather than just looking good?

The transparency is structural, not a promise. Fans can see the fund total in real time. When the club applies the fund, that is published immediately — not at the end of the season, at the moment it happens. The supporters board can see everything independently. Goodwill built this way isn't bought. It is earned. And it compounds season after season.

Does this compete with our existing membership and fan products?

No. Your existing membership products monetise the fan relationship — content, priority access, merchandise. Guardians subsidises the local supporter's cost of attending. Different purposes, different audiences, entirely complementary. A fan who holds your premium membership and enters Guardians is doing two different things. One is consuming. The other is contributing.

What makes this a prize competition rather than a lottery?

Any fan can enter by post — one line per household — at no cost. That genuine free entry route is what places this outside lottery regulation in most jurisdictions — simplifying compliance in the UK and opening international markets that lottery licensing would close. It is a deliberate structural choice, not an afterthought. The guide covers this in full.

What if we're the first club on the platform?

Being first is a position, not a risk. Every club that joins after you strengthens the infrastructure you are already using — payment processing improves, international markets open faster, reporting becomes more robust. You are not the test case. You are the catalyst.

How does this interact with PSR and financial fair play?

The Guardian fund is supporter subsidy, not club revenue. Your commercial income is unchanged. The structure is designed to be clean — and the guide covers the financial model in full for your legal and finance teams to review.

What happens to the fund if the club is sold or goes into administration?

The fund never sits on the club's balance sheet. The flow works the other way — the club commits to applying a subsidy, raises an invoice to Guardians for that amount, and Guardians pays it. Until that invoice is raised, the money sits with Guardians. A new owner, a creditor, or an administrator cannot touch it because it was never the club's asset to begin with. The structure itself provides the protection.

What does this mean for our commercial partners?

It gives your existing sponsors a new activation route. The monthly prize is yours to build around your commercial relationships — their brand front and centre in every draw, every announcement, every winner story. That is an activation of a relationship you are already paying for, extended into a new channel with genuine fan engagement. If you want, non-winning entries can also carry consolation prizes from your commercial partners — optional, configured by the club, and another touchpoint in every draw where you choose to use it.

Could a sponsor cover the annual fee?

Yes — and how you structure that commercially is entirely your decision. Guardians' contract is with the club. The fee is the fee. Whether it comes from your operating budget or a commercial arrangement with an existing or new partner is yours to manage. Guardians takes no position on it and offers no naming rights or association in return — what the club does internally to fund the fee is the club's business.

Registering interest is not a commitment. It is the beginning of a conversation.

Register your interest

Evaluate the full model.

Download the full Guardians guide — how the platform works, the financials, the governance, and everything a club needs to evaluate it properly.

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