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“We generated £650,000 and we used that money to put in a new 3G pitch and to completely renovate all of our bars in the front of the stadium,” CEO James Leary told The NLP. “The investment increased, the support grew and as a result of that we had a really successful period on the pitch where we got promoted twice and made the FA Trophy semi-final last year and three times out of the last six years, we’ve made the FA Cup first round.
“After the Tottenham game, we hit a perfect storm where a lot of people would turn away from Premier League football with how much they were paying at Everton and Liverpool, it opened up a lot of people’s eyes to what they had on their doorstep.
“As a result of that, our support went up from around 300 average attendance to now, which is around 1,400 average.”
For Step 4 Diamonds, their fourth round qualifying victory over Morecambe has already made a tangible difference even before they take on the League One Brewers.
“It was our best day since forming, bar none,” chairman Rob Usher told us. “We had 12 days to get the ground ready – it's the hardest thing I've ever done as chairman, so it was an unbelievable feeling when the final whistle went.
“We had probably 1,000 people at the Morecambe game who don’t usually come to Hayden Road. If 10 per cent of those fans come more regularly, that is game-changing
“Every pound that comes through our club has been earned by volunteers or spent at the club by supporters – we don’t spend what we like.” The players and results will rightly take the headlines this weekend.
But beyond that the financial benefits will continue. Who knows how many shocks we will get – not to mention the all-Non-League ties – but let’s hope there’s plenty
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