For the Game of our Lives nationalfootballmuseum.com

ANNUAL REVIEWANNUAL 2019

National Football Museum Football National Annual Review 2019 Review Annual For the Game of our Lives our of Game the For TIM DESMOND CHIEF EXECUTIVE

Photo: Jason Lock

FOR THE GAME OF OUR LIVES

AS A RECENT RECIPIENT OF A HALL OF FAME AWARD, I’M DELIGHTED THAT THE MUSEUM IS STRIVING TO ENSURE THE DIVERSITY OF THE GAME IS FULLY REPRESENTED WITHIN THE . IT IS SO IMPORTANT TO HAVE A PLACE WHERE EVERYONE CAN COME AND ENJOY SHARING STORIES ABOUT THE NATION’S FAVOURITE GAME. — ALEX SCOTT MBE ENGLAND AND ARSENAL

TIM DESMOND CHIEF EXECUTIVE IAN PENROSE CHAIR OF TRUSTEES The story of 2019 for the National Football It has been a very important year Museum has been one of constant change for the National Football Museum. and reinvention. With the delivery of our We have improved our displays and strategic plan we have set our sights on being exhibitions, strengthened our executive a leading national museum both in cultural and operational teams, developed our terms with the curation of our collection, and community programmes and made by being recognised within the sport as the several upgrades to our in the national museum for English football. centre of .

We now have a strong social purpose I am pleased to say that the above has to promote opportunity for everyone to all been made possible by the initiatives enjoy football culture and a commitment taken to strengthen our financial to rebalancing our collections, exhibitions position, not least by the successful and team, alongside our aim to increase implementation of our decision representation of women to 50%. to become a charging attraction.

The year saw a range of successful new I would like to thank all of our staff, exhibitions and programmes, capped by volunteers, Trustees, Manchester City Gareth Southgate’s visit in October. The Council, funders, partners and of course England manager came to see our installation our visitors for their continuing support celebrating the 1000th England men’s game, during this year of change. produced in collaboration with The FA. I look forward to continuing with our In simple terms, our mission is to bring strategic goal of becoming a world class visitors together from around the world visitor attraction. to enjoy all that our museum offers, to share stories about football and to celebrate what for many of us is ‘the game of our lives’. 1 For the Game of our Lives our of Game the For VISION, MISSION

Annual Review 2019 & SOCIAL PURPOSE

Photo: Chris Payne

OUR VISION: OUR MISSION: OUR SOCIAL PURPOSE: TO BE A LEADING NATIONAL MUSEUM SHARING STORIES ABOUT FOOTBALL EQUAL OPPORTUNITIES FOR BY 2022 EXPLORING WHY FOOTBALL EVERYONE TO ENJOY FOOTBALL IS THE GAME OF OUR LIVES

As England’s only national museum We’re the place for everyone to enjoy stories Football is a great leveller, we believe that for football, we explore the impact of the about football. It’s not just what happens everyone should have the opportunity game on all of our lives and how the sport on the pitch at the highest level. It’s about to enjoy and participate in football culture. shapes our identities. Our vision is simple – the first ball you ever kicked, the first match we want to be known as a leading national you won and the last match your team lost. museum. By 2022 we will be welcoming It’s about those who’ve worked quietly one million visitors, through our doors, behind the scenes and those who’ve fought digitally and by engaging with our local for equality. communities and schools to entertain and educate. It’s about laughing, crying and celebrating. Our mission is to hear those stories and tell them for everyone to enjoy. 3 National Football Museum Football National For the Game of our Lives our of Game the For 2019 HIGHLIGHTS VISITOR FEEDBACK Annual Review 2019 APRIL & 210,000 104 317 THE NUMBER OF VISITORS ACTIVITIES SCHOOL AUGUST IN CALENDAR YEAR 2019 FOR FAMILIES GROUP VISITS ARE THE (incl. shop, café & evening events) BUSIEST 315,356 80,000 UNIQUE USERS TO THE WEBSITE ENGAGEMENTS ON SOCIAL MEDIA MONTHS Photo: Chris Payne

TOP TEN This was my first visit to the football I really enjoyed my visit… it gives a super WHO VISITS museum with my 4-year-old son. Entry outline of the history of the game in just COUNTRIES was free as we are Manchester residents, the right amount of detail. The enthusiastic City of Manchester residents 9% but even if you live outside the area, staff are great, clearly here is a group who Rest of UK 66% the entry fee is a bargain as you get really like their jobs and their enthusiasm International Visitors 25% WHO VISIT to return for free within 12 months. comes over to the visitor. My son loved the interactive games ? 10 and spent a few hours trying everything IN VISITOR NUMBERS out. There’s plenty for adults and older kids to see and join in with too, including a penalty shootout for a small fee. 1. Our second visit here and again a fabulous CHINA What really made the experience great day! Our little boy is 9 tomorrow and he was the staff - by far the friendliest wanted to come back with his friends for 2. USA staff I've encountered anywhere. They a birthday treat. I have to say all the staff really are a credit to the museum. were friendly but in particular Aaron who 3. made a fuss of our son knowing it was his 4. NORWAY birthday tomorrow.

5. ITALY Spot on. £10 admission gets you free repeat visits for 12 months, so… there is no rush 6. FRANCE to get round the many interlocking rooms full of memorabilia…everything and more 7. IRELAND that you would expect from a museum. I am local and I will be back, maybe even 8. NETHERLANDS a week later… and it will be free! @HENRYWINTER �OF LOCAL VISITORS HAVE � 9. AUSTRALIA ATLANTA FANS, BRAZILIANS, GERMANS AN M POSTCODE 10. DENMARK AND PLYMOUTH ARGYLE DEVELOPMENT 46% What a great place. Lots of memorabilia and interesting facts. Very knowledgeable TEAM ALL WANDERING AROUND THE and interactive staff. Plenty of hands or feet on things to do. Brilliant time out and was BRILLIANT @FOOTBALLMUSEUM 51% OF UK VISITORS FROM THE NORTH WEST & 13% OF UK VISITORS FROM YORKSHIRE there for nearly 3 hours. Highly recommend. 5 National Football Museum Football National For the Game of our Lives our of Game the For OBJECTS AND RESEARCH

As the guardians of football’s heritage we’ve continued to expand on our knowledge and research while acquiring @KICKITOUT. a number of significant new objects Annual Review 2019 to increase the diversity of our collection. New objects range from trial caps awarded THIS. IS. BRILLIANT. WELL to Jimmy Sheldon, Bolton Wanderers captain during their three cup-finals DONE TO @FOOTBALLMUSEUM in the 1920s, Raheem Stirling’s suit from the 2018 World Cup (on loan courtesy AND @HANNAHSCULPTURE of The FA), boots worn by during the 2015 Women’s World Cup and FOR RECOGNISING THE Altrincham FC’s LGBT+ rainbow shirt. AIM 1 LEGEND THAT IS ! We have contributed to a number of academic publications and conferences, including the International Football Conference and the ‘Jumpers for Goalposts’ TO BECOME A CENTRE OF EXCELLENCE FOR Football Culture Festival. Objects from our collection have been loaned to other STATUES OF WOMEN museums, including the FIFA museum’s FOOTBALL HERITAGE THROUGH FULLY REPRESENTATIVE exhibitions in Zurich and Paris and the FOOTBALL PLAYERS ON German Contemporary History Museum’s EXHIBITIONS, COLLECTIONS AND RESEARCH PUBLIC DISPLAY IN ENGLAND 1 ‘Very British!’ exhibition.

Photo: Chris Payne

RESEARCH ENQUIRIES RECEIVED EXHIBITIONS & GALLERIES WOMEN’S COLLECTION DURING 2019 2019 has seen an overhaul of the gallery spaces A key objective for the museum is to move 238 within the museum, with brighter graphics and towards 50% representation of women’s dedicated areas for temporary exhibitions. The football, with the aim of ensuring the ground floor, renamed The Pitch Gallery, now story of the women’s game is intervowen hosts regular photography and art installations throughout the galleries, rather than being covering a variety of themes. The year started displayed in isolation. with a series of punk inspired artworks by artist, music mogul and lifelong West Ham In January 2019 we opened the redeveloped fan Kosmo Vinyl and continued with behind England on the World Stage zone of the the scenes images of the 2018 World Cup with Match Gallery, for the first time including Fans for Diversity. A popular Roy of the Rovers the story of the women’s international game. retrospective ran throughout the summer and the year finished with a display celebrating In partnership with England’s 1000th game. we have been able to collect items from the current England team. These include objects The Score Gallery on the third floor has from , Alex Greenwood and hosted two new exhibitions – Football Is Art from both the 2015 and 2019 was the culmination of a three year project World Cups. funded by The National Lottery Heritage Fund, allowing the museum to expand on In June 2019 we unveiled the first statue and showcase its collection of 20th Century of a female football player to be on public football art. Strip! How Football Got Shirty display in England. The life-size bronze statue, opened in late November and brought commissioned by Mars Inc. and created by together over two hundred colourful football sculptor Hannah Stewart, is now on display shirts from the last thirty years. in the Players zone of the Match Gallery.

We have made significant progress in establishing working relationships with the FIFA Museum and The FA in relation to women’s football and we are an active member of Manchester City Council’s MORE THAN 200 steering group for the UEFA Women’s FOOTBALL SHIRTS Euros 2021.

ON DISPLAY IN STRIP! 7 National Football Museum Football National 200 For the Game of our Lives 9

AY - BBC MUSIC D - BBC MUSIC liked finding out about the history My 8-year-old struggles concentrate to did Cup talk the FA a pat on the back. and quirks of the Cup!” on anything but his Xbox but he really VISITOR, MAY 2019 MAY VISITOR, was terrific, everyone was buzzing with the Everton in the Community were still talking about it.” Day event yesterday. The morning EVERTON IN THE COMMUNITY IN THE EVERTON a wonderful time at the BBCMusic afterwards. We’vebeen helping singing group this afternoon and all of the gang who came along

“Can you give the two chaps who “We’d just like thank to youfor EVENTS & INITIATIVES EVENTS With a full time Programme Coordinator now in place, we’ve been able increaseto ourrange of activities and events. Highlights included performances Next from Door Dance, female all an dance company, with schoolchildren local delighted who The Beautiful Game, a show about the highs and lows of being a football fan. In the lead-up World to Mental Health Day, we hosted an event as partof BBC Music Day which this year focussed on celebrating alongside Working wellbeing. and music partners TfGM, Manchester Mental Health and EFL theChoir, BBC, we hosted a number of live acts including Fuzzy Sun and rapper Aitch. Daniel McDwyer of Manchester Mental Health Choir brought everyone together for a singing workshop, and a final rendition of World in Motion which was broadcast live BBC Manchester. on Radio

OCTOBER 2019 OCTOBER with a class who can be challenging. Fantastic and really engaging session session engaging really and Fantastic I hope bring to another class next year! We allWe loved it! it was really well LADYBARN PRIMARY TEACHER, PRIMARY LADYBARN fun and everyone learnt lots of facts. you know where we are ACHIEVE YOUR GOALS PARTICIPANT GOALS ACHIEVE YOUR organised and engaging and the the and engaging and organised children went hope beaming! If you ever need some noisy children again, It has reaffirmed, revitalised and re- and enabled me continue to learning and taking part in the community. The history was made extremely energised me. It has reignited the spark TEACHER, JULY 2019 JULY TEACHER,

BUILD AN AWARD-WINNING INCLUSIVE PROGRAMME INCLUSIVE AN AWARD-WINNING BUILD AIM 2 ACTIVITIES ENGAGEMENT AND PUBLIC OF COMMUNITY LEARNING & COMMUNITY LEARNING In 2019 we hosted over 300 school group visits, with of these 25% being from City of Manchester schools. Our Sporting Memories sessions, aimed improving at isolation, social tackling and wellbeing are continuing grow to in popularity with sessions70 held in 2019. The regular get- togethers provide a friendly and relaxed atmosphere for older visitors chat, to reminisce and swap stories about all things football, over a cup of tea and a biscuit. Goals,Achieve Your an initiative aimed improvingat employability, helped a number of local residents gain confidence, improve literacy and numeracy skills and employment. gain encouragingly,

National Football Museum Football National Annual Review 2019 Review Annual

For the Game of our Lives 11

DISABILITY Disability Those Who Do Identify With Having A Disability 14% Those Who Do Not Identify With Having A Disability 86% Not To Prefer Say/Unknown 0% � 71% 29% GENDER Gender Male Female Identify Don’t Say Not To Prefer 0% 0% � 7%

18% 5% � � ETHNICITY Ethnicity White British White Other Mixed/Multiple 52% Ethnic Background 3% Black or Black British 14% 9% Asian or Asian British 15% Other Volunteer Age Groups Age Volunteer 0-19 Years 20-34 Years 35-49 Years 50-64 Years 53% 65+ 7% Undisclosed 14% 3% VOLUNTEER GROUPS AGE �

AGED 18 AGED AGED 20 AGED AGED 51 AGED NADIA more about their favourite football teams, more about countries, cities and towns It definitely changed mine!” changed definitely It to seeto how football changed their lives. they were born in or lived in, find to out visitor’s personal stories, get to know to RICK MOHAMMED responsible for the volunteering database database volunteering the for responsible would have survived without it.” survived without have would Museum has been a godsend. I look forward coming to here. It’s worth team downstairsin the office and being supportive.” and friendly been have time getting out I don’t of bed for. think I opportunities incredible many me given such as working with the marketing sheet, I’m truly grateful and humble. The staff I’ve worked with throughout my of year my volunteering have here. You “It was an absolute pleasure hear to “Volunteering at the National Football Football National the at “Volunteering “I have enjoyed every single minute

HOURS GIVEN BY VOLUNTEERS

VOLUNTEERS The museum’s volunteer programmebegan in 2015 with just one Four volunteer. years it has grownlater, a force to of 60 regular volunteers providing an invaluable service theto museum and its visitors. During 2019, 109 volunteers participated in the programme, giving over 6000 hours of service. Our youngest volunteer was 17 and the oldest 71 and while 69% are male, female volunteers have increased significantly since 2018, 29%. to from 11% The museum also works alongside local and Manchester including institutions national Metropolitan University, The University of HeadStart programme, the and Manchester as well as several Manchester City Council who those for placements offering schools, wish develop to their skills in a warm and relaxed environment. 6000

National Football Museum Football National Annual Review 2019 Review Annual For the Game of our Lives our of Game the For CONSOLIDATED STATEMENT OF FINANCIAL ACTIVITY (UNAUDITED) Annual Review 2019 (12 MONTHS UNTIL DECEMBER 2019)

Turnover £

Grants £1,644,599

Charging Income £1,114,940

Retail £364,550

Other £282,930

Total Income £3,407,019

Expenditure

Cost of Sales £544,195

Staff Costs £1,348,095

Building Running Costs £866,443

Office Running Costs £252,429

Depreciation £85,613 Photo: Dave Tyrell Total Costs £3,096,775

AIM 3 Surplus £310,244 ACHIEVE AN ANNUAL DIVERSIFIED REVENUE OF 5M EXPENDITURE AS % TURNOVER AS %

While 2019 saw us move towards a charging model, we continue to work alongside our main funders, Manchester City Council, to ensure we give best value. All City of Manchester residents, schools and community groups still enjoy free access to the museum.

2019 saw a relaunch and refocus for the Hall @ALEXSCOTT of Fame with the aim of recognising a wider diversity of people within the footballing industry. After bringing together a judging SUCH AN HONOUR TO BE INDUCTED INTO panel including representatives from Kick It Out, Women in Football and the Football THE @FOOTBALLMUSEUM HALL OF FAME Foundation, and Alex Scott were both chosen to be inducted. This new THIS WEEK AND TOTALLY SURPRISED ME direction is helping us raise the profile of Cost of Sales 17.6 Grants 48.3 the museum and forge deeper relationships ON @BBCSTRICTLY. IT MEANS SO MUCH TO �Staff Costs 43.5 � �Charging Income 32.7 � with future partners and sponsors. BE RECOGNISED FOR ALL I HAVE/CONTINUE Building Running Costs 28.0 Retail 10.7 We have entered into a new relationship with Office Running Costs 8.1 Other 8.3 contract caterers Elior, who will now look TO TRY TO DO FOR MY SPORT. THANK YOU Depreciation 2.8 after the running of our café and build the

corporate and events hire side of the business. 13 National Football Museum Football National For the Game of our Lives 15

NEW EXHIBITION, WITH HIS OWN LEGACY NUMBER SHIRT. LEGACY HIS OWN WITH @FOOTBALLMUSEUM @FOOTBALLMUSEUM #THREELIONS’ THE WHICH CELEBRATES PRESENTED AND WAS TODAY HISTORY @ENGLAND THE VISITED GARETH SOUTHGATE

welcome Gareth Southgate

e were thrilled work to with sportswear PARTNERSHIPS to theto museum as part of an ongoing relationship with The FA. The Hall of Fame has seen us consolidate our longstanding partnership with and forge The PFA new relationships with the , Women in Football and Kick It Out amongst others. 2019 saw us enter a number into of partnerships which we’ll continue growto over the coming years. were We delighted to W alongside who, PlayerLayer manufacturer Manchester artist Stanley Chow, designed and manufactured limited a edition ‘eco- friendly’ National Football Museum shirt experience visitor team. our for continueWe work to with a number Manchester including localof organisations University, HeadStart and Back on Track and play an active role in the Medieval Quarter Forum.

taff training has enabled us increase to

FOR OUR PHYSICAL AND HUMAN RESOURCES AND HUMAN FOR OUR PHYSICAL OPERATE A GOOD PRACTICE MODEL PRACTICE A GOOD OPERATE AIM 4 AIM our in-house gallery maintenance and our technical team has brought a number of services in house, including the production interactive softwareof and improve to experience. visitor the enhance Improvements have also been made to security, with a new High Definition CCTV Manchester by for paid installed and system, City Council, and a new lightning protection system. have also We engaged a new security firm, Wilson James, who work Modernwith both and the the Tate Science Museum. A long-standing issue has been damage the to pavement directly outside the building, caused by the installation of the Metrolink tracks on Corporation Street. This has now been repaired along with a and externalnumber internal of glass panels. S The past year saw us focus on improving the strengthening and staffour structure team. Headof Content, Dr Laura Crossley and Commercial & Financial Director, Mike Wells, now head up the Content (previously Learning, Community and Collections) and Finance teams respectively. They join COO Anthony Willder in shaping the future of the museum under CEO Tim Desmond.

National Football Museum Football National Annual Review 2019 Review Annual THE FUTURE

Annual Review 2019 2020/21 is the beginning of our new As an independent charity, partnerships three-year strategic plan and with it comes are key and our aim is to work more closely a period of development across the museum. with the national football bodies to tell their story. Foremost amongst these will be The Expect investment in the digital Play FA as we work together on interpreting the Gallery and the Match Gallery where forthcoming Euros for both the men and we house our permanent exhibitions. women’s teams.

We’ll be showcasing the best of football Last but not least we’ll be ensuring that photography and art in the Pitch Gallery. we continue sharing our stories about This kicks off with Goal Click, which focuses football in a creative and diverse way, on the Women’s World Cup. The successful to entertain and educate an ever-growing Strip! exhibition will continue in the Score audience of visitors from across the world. Gallery, capturing the growth of football shirt culture.

Photo: Chris Payne National Football Museum Football National For the Game of our Lives our of Game the For Annual Review 2019 nationalfootballmuseum.com

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