Football as it used to be? Part 2 –  The Matchday Football Programme

The matchday football programme, once a cherished part of the game-day experience, has undergone a dramatic evolution in recent decades. In this second article in the series “football as it used to be”, we will examine whether it still has a role to play in football at Southport’s level.

These glossy booklets, filled with player profiles, stats, club news, and community stories, were once essential items for supporters. From their inception in the early 20th century to the COVID-era shift towards digital formats, the matchday programme has faced growing challenges to its survival. Yet, amid changes that have led many clubs to abandon the tradition, some, like Southport, have continued to produce printed programmes, holding onto a piece of football’s heritage even as the game changes around them.

The Early Days of Matchday Programmes

The origins of the matchday programme date back to the early 1900s, when they were introduced to provide fans with team sheets and information on the game they were about to witness. Back then, these publications were simple, often single-page leaflets that served a practical purpose. Over the decades, however, they evolved into full-fledged magazines, packed with exclusive insights, photographs, and match previews. By the 1950s and 60s, the programme had become an integral part of the matchday ritual, not only serving as an information source but as a collectible memento. Many fans would keep programmes as keepsakes of memorable matches, victories, or historic encounters.

The Golden Age and Collector Culture

The matchday programme arguably reached its golden age during the 1970s and 1980s. By this time, every club in the top leagues was producing comprehensive booklets, and fans eagerly collected them as personal records of their support. Many programmes featured iconic cover designs, season highlights, and even competitions, making them a staple item for attendees. Collectors, young and old, would visit programmes stalls and kiosks, some looking to complete a season’s set, while others sought out rare editions to add to their growing archives. Football culture and programme collecting went hand-in-hand, solidifying the programme’s status as a unique element of British football tradition.

The Decline Begins

The 1990s and early 2000s, however, marked the beginning of the programme’s decline. The advent of the internet, with its instant access to player stats, club news, and match previews, reduced the exclusivity of the information programmes once held. Fans no longer needed to wait until game day to learn about the latest team updates; they could simply check online. Additionally, rising costs associated with printing and distributing programmes began to outweigh the benefits for many clubs, especially smaller ones. While top-tier teams could still afford lavish publications, many lower-league clubs struggled to keep up, and some began to consider other options.

COVID-19 and the Shift to Digital

The COVID-19 pandemic was a turning point. With fans banned from stadiums, clubs faced a tough choice: adapt to digital-only programmes or stop production altogether. For many clubs, digital editions seemed a logical step, allowing them to reach fans who were following games from home while also reducing costs. Digital programmes became the new norm during lockdowns, as clubs found ways to distribute match information to fans in a format that required no physical distribution. While some clubs promised to return to printed programmes once fans were back, others saw the potential of a cost-saving switch and made the digital format permanent. Southport, to their credit, we’re one of only a handful of clubs that did both. Not only did they produce a digital edition, but they offered collectors the chance to have a physical copy printed and distributed to them by post, so long as they were willing to make a commitment and order in advance.

The FA Rule Change and the End of an Era

In recent years, the English Football League (EFL) and FA changed the rules, making matchday programmes optional for clubs. The National League followed suit. No longer a mandatory requirement, the choice to continue producing them was left up to individual clubs. Unsurprisingly, many clubs chose to discontinue their printed programmes entirely, deciding that the expense and logistical challenges outweighed the diminishing demand from fans, especially as younger supporters accustomed to digital content were less likely to buy them. Sadly very few have recognised that producing a programme does not necessarily need to mean having to find 48 pages of glossy content. A memento and reminder of the game is just as relevant if it is a 4 page affair, or even a double sided piece of card, such as Southport once produced in the mid 1970s when finances dictated it a necessity.

Southport FC: A Proud Tradition Carried Forward

Despite the decline, Southport Football Club remains committed to producing a physical matchday programme. For Southport, the matchday programme, whether intentional or not, is more than just an informational booklet. Its continued production serves as a nod to tradition, and a tangible connection to the club’s history. In a time when many clubs have abandoned the tradition, Southport’s commitment to the programme stands as a proud testament to their respect for the sport’s heritage and the fans who value these mementos.

Southport’s programme is not only a resource for fans attending the game but a symbol of continuity in an ever-changing sport. Every issue serves as a historical record of each match, preserved not just digitally but as something fans can hold in their hands—a link to the team and a reminder of the atmosphere, memories, and stories of that game.

The Future of the Matchday Programme

While it’s uncertain whether the matchday programme will survive in the long term, clubs like Southport offer hope that it might. It is hoped that rather than abandon the idea altogether, clubs might at least consider reducing the production back down to something akin to those produced in the 1950s and 1960s. It seems pointless for clubs to continue to struggle putting together big glossy booklets when they don’t have the staff and media capable of keeping up with the demands of content for 30+ home games a season. As long as there are supporters who cherish the feel of a printed programme and see it as an essential part of the matchday experience, there will be a place for them in football culture. For now, Southport’s efforts to keep the tradition alive highlight the importance of not letting go too quickly of elements that define the experience for so many fans. Whether in print or digital form, the matchday programme remains a testament to the passion, history, and community that make football more than just a game.