Farnham Town's own sticker book: from idea to sell-out day one

A behind-the-scenes look at how a National League South club turned four years of history into a collectable every kid wanted.

Meet Farnham Town FC

Farnham Town FC play in the National League South, based at their historic Memorial Ground in Surrey. Since entrepreneur Harry Hugo took over as chairman, the club has become known for doing things differently, from a shirt sponsorship deal with the Sidemen to launching its own club management platform. When Harry wanted a project that would bring fans even closer to the team, he turned to L’Album du Club.

86 Stickers,
Four Years of History

The album brings together 86 stickers, including 15 shiny special editions, covering players, key moments and four years of the club’s growth. Our design team worked through years of match-day photos and archives to turn Farnham Town’s story into something every fan could hold, collect and complete.

Harry Hugo

@HarryHugoGoat

One of my favourite photos at the club since I’ve been involved…

Yesterday we launched something we’ve been working on behind the scenes for nearly 3 months at @farnhamtownfc; our own bespoke sticker album.

86 stickers telling the story of Farnham Town.

Sold Out on
day one

250 albums and 3,200 packs were ordered for the first run. On launch day alone, the club sold 118 albums and 1,696 packs, generating £1,302 in revenue, all through the club shop, before online sales opened the following day.

118

Albums sold on day one

1,696

Packs sold on day one

£1,302

Revenue generated on launch day

More Than Just a Sticker

But the real success wasn’t in the numbers. Walking around the club’s newly refurbished facility, kids were everywhere: filling their albums, swapping duplicates with children they’d never met before, and even swapping stickers with the actual players. Some hunted down the last player they needed, then got them to autograph the sticker once they’d found it.

Football clubs often talk about engaging the next generation of fans. For Farnham, it turned out to be simple: give kids something to collect, something to swap, and something to complete, and they’ll feel part of the club without anyone having to explain why it matters.

The Swap
Shop Lives On

The launch wasn’t a one-off. Every matchday now, a swap shop lets fans trade duplicates and hunt down the stickers they still need, turning a single launch weekend into a regular part of life at the Memorial Ground.

Am so, so proud of this sticker book project. Another way for fans to interact and learn about players and the club.