A sports club in Woking is rebuilding its identity and community roots after a turbulent decade, with sponsorships helping the club secure a brighter future.

Sheerwater FC spent years without a permanent home, moving between grounds following the closure and demolition of Sheerwater Recreation Ground in 2018, writes Josh Howard.

Now settled into their home at Eastwood in the heart of the estate, commercial manager Dean Faulkner is helping lead the revival.

He said: “We are in our fourth year at Eastwood; it has helped.

“People now know where we are physically. The whole 3g pitch is owned by the council, but it is entirely Sheerwater branded: the boards, the dugouts and the clubroom. There’s an identity that’s returning.”

The club has also rebuilt its junior section, lost when its former home closed. Teams now run from under-fives to under-11s, alongside an under-18 side, helping establish a pathway for young players.

“When we were bouncing around grounds, we lost our whole youth set-up. We are trying to bridge that gap so there is a proper player pathway and kids off the estate can play football.”

With the area still facing the effects of a lengthy regeneration project, raising the club’s profile has remained a challenge.

Faulkner said: “You could walk outside the gates of the Eastwood centre, go to the first house and they don’t even know that a football club exists there.

“That’s the battle I’ve had the last two years; the profile and visibility of the club is very low; that’s the big thing.”

The club offers free entry to under-16s at every game and has provided free tickets to schools, aiming at making football accessible for local families.

Sponsorship is another important part of its recovery, with the club relying on local businesses.

“Any club needs income to survive; we don’t have a grand investor that puts money into the club, so it’s about engaging the businesses to help sustain us.”

One partnership is with Porky Whites, who became a catering partner last year. The company recently raised its profile when its head of marketing, Paul Van Wymeersch, appeared as Mr Sausage.

“They were a matchday sponsor; we just wanted to elevate that, and the costume gets people noticing.”

Faulkner has sensed the speciality of the club since joining almost two years ago and how the difficult times have helped bring people together.

He said: “A lot of clubs would define themselves as a community club, but we genuinely have the backstory. I don’t think there is a story quite like that at our level.”

He believes partnerships can benefit businesses of every size, with the clubs offering companies a platform to reach local audiences.

“It’s not just about asking them to invest; it’s about how can we help them. It’s a two-way street.”

The Eastwood centre attracts more than 3,000 visitors a week, offering sponsors an opportunity to raise their profile across the area.

Local businesses interested in partnering with Sheerwater FC can contact the club at [email protected]