How Bromley FC Became South London’s Alternative to the Premier League

How Bromley FC Became South London’s Alternative to the Premier League

Bromley Football Club - situated on the border between South East London and Kent, amongst the capital’s extensive list of professional football clubs. How do they compete?

Not only are the likes of Crystal Palace, Charlton and Millwall on the Ravens’ doorstep, but a lot of Londoners predominantly opt for Premier League powerhouses such as Arsenal, Chelsea and Spurs in the first place.

Whilst Bromley continue to excite a journey of improvement up the lower leagues, we live in a footballing world where trophies and stature dominate in market share.

For this reason, the League Two outfit have set up a shrewd initiative in grassroots football, attempting to make more locals support Bromley - instead of the club just being people’s so-called ‘side-dish.’

What Is Bromley's Plan?

Bromley have created an extremely unique method to drag more traffic into the club - in terms of both fans and youth players.

The Ravens invest a lot of time into grassroots football. On top of their youth academies, they also support 58 grassroots teams on a Sunday by offering them the opportunity to wear the Bromley FC shirt in their matches.

Last night's B team squad consisted of nine JPL graduates 🙌

It’s a great testament for the JPL and advert for how our youth academy strategy is now growing from strength to strength!#WeAreBromley pic.twitter.com/Vnj5XsQQdt

— Bromley FC (@bromleyfc) September 9, 2025

This is a non-profit foundation, which is funded by players’ and parents’ subscriptions. The club aims to represent the club throughout the south of England with this model, which helps in multiple sectors for them.

How Does This Model Benefit Bromley?

Whilst this idea is nothing too straining for the South East London side, it has the potential to reap in hefty rewards.

The first being the talent that could flow through the club. A lot of young players develop at different times, whether they are academy scholars or grassroots players.

By monitoring nearly 60 grassroots teams and over 600 players, as well as their youth set-up, Bromley have privileged access to any young players who may emerge to become promising first team talents.

Furthermore, a lot of the parents of the children in the grassroots sides follow the big teams in the London area or south of England - such as Arsenal, Spurs, Chelsea and West Ham.

Bromley CEO Mark Hammond described in a recent podcast, Business of Sport, that the Ravens are a lot of local football fans’ “side dish” - or secondary team - behind the big guns.

Bromley have only played one full season in the EFL. They finished 11th.

Most clubs in that position focus on survival. CEO Mark Hammond says the goal is promotion.

His model:
⚽ An academy built not just to produce players, but to provide education and careers in football… pic.twitter.com/KYxtmxA7lG

— Business of Sport (@bizzofsport) September 9, 2025

Watching their children play week in, week out with a Bromley kit on helps draw attention and affiliation to the club. Therefore, it encourages more people to become full-time fans of the club.

Although the club’s attendances have already increased following their promotion to League Two, captivating more supporters will only boost them further. With the club’s plans to extend their stadium and facilities, enhanced crowds will only help benefit that.

Can Bromley be South East London’s Answer to Premier League Football?

Of course, football teams are one of the only things in this world that people feel obliged to retain. Many support a local, lower league team, but many also support a Premier League world-beater and have done since they were young.

However, with ticket prices the highest they have ever been, the top leagues are becoming far less accessible to watch in person - and that is before you begin to even mention the queues and memberships you require beforehand.

Bromley, like many other clubs, are offering a chance for people to watch football live in the flesh for a reasonable cost. Whilst many dislike the difference in quality that drops down the lower leagues, the Ravens are a club who are certainly on the up.

Last season was their first time ever in the Football League, as they finished 11th to end the League Two campaign - only four points adrift of the playoffs.

Bromley are going to be playing in League Two next season!

They've beaten Solihull Moors on penalties at Wembley to reach the Football League for the first time in their history 👏#BBCFootball pic.twitter.com/TgRpeuTL7P

— BBC Sport (@BBCSport) May 5, 2024

Only seven games into the new season, Bromley are still unbeaten and occupy a playoff place in fifth. The marathon of a campaign could be a revolutionary one for them, should they keep up the good form.

As well as the success on the pitch, the South East London side are also working on a new ‘East Stand’ for their Hayes Lane stadium, which will offer 2,000 more seats to the ground.

Hayes Lane is also a stadium that is home to Women’s Super League outfit London City Lionesses and formerly the home of Crystal Palace Women. This not only helps support more girls in the South London area get into football, but also boosts the club’s image.

The club is at the best point it has ever been and does not look like stopping. It is a very exciting time to be a Bromley fan.