AFC Rushden & Diamonds - Proper Football Awayday

Stability the key to Diamonds success!

Attendance - 813

As any avid follower of a non-league club, or like me, a follower of the non-league system as a whole would attest to, non-league football is about so much more than just a 3pm kick off and what what happens on the pitch. Non-league is a community, a family and so much more to those that enjoy the uniqueness of its very existence. I’m a firm believer that whilst accepting certain problems do exist and it is not perfect, the non-league system in this country is right up there with the most successful sports pyramids in the world, especially when one considers the sheer amount of time and effort (a great deal of which is completely voluntary) that goes into ensuring the clubs within it can sustain their existence, let alone competing at a competitive level on the pitch with how stringent budgets and such like can be. A club that embodies this

description, my destination of choice for the latest Proper Football escapade, is AFC Rushden & Diamonds.

Now a fan owned phoenix club due to the sad demise of the original Rushden & Diamonds FC, a subject well documented and reported at the time, AFC Rushden & Diamonds have been steadily climbing up the pyramid since their inception in 2011 and now ply their trade in the NPL Midlands Division at step 4. A solid season of consolidation has seen them achieve their aim of comfortably remaining in the division, as they look to build for a successful future on and off the pitch, whilst continuing on their steady upward trajectory. The man now leading the club on its charge forward is chairman Rob, who was kind enough to have me down at Hayden Road for what was their annual Community Day, something the club host on the final home game of each season, which amongst a number of initiatives offers visitors the option to pay what they like for entry. Granting me to access all areas, I was able to capture the below montage, showcasing the club’s facilities and further highlighting, with some really touching moments, the club’s importance within the local community.

Having met Rob on a previous football outing and having had conversations in the lead up to my visit, it quickly became very clear how passionate he is about the club and that everything he does is with the club’s best interests at heart. Whilst I consider Rob a more ‘modern day’ club chairman due to his enlightened understanding of what fans of the current day want to see from their local club, I also consider him a traditionalist in that he strives to uphold and champion the rich, illustrious history of this club and its people. Finding that balance of modern-day requirements, respecting the history of the club, and providing the tools to ensure competitiveness on and off the pitch whilst making oneself accessible to fans (amongst many other things) is a fine art that, for me, Rob has mastered and spearheads this club and its values phenomenally. A fan himself since his younger years, Rob stepped in front of the Proper Football cameras, providing his in-depth thoughts and sharing his incredible journey from fan to chairman.

We all know that football fans can be fickle, demanding, and not to mention critical at times; however, look beyond that, and what you’ll find is unrivalled loyalty beyond comprehension. A man that encapsulates the latter point is someone introduced to me as ‘Mr Rushden & Diamonds’ AKA Tim. Part of the fabric of this club having held various roles over the years going back to the Nene Park days, home of the original club, Tim now takes in proceedings as a dedicated fan, relieving himself of the pressure of a formal role following a health scare, something that rocked many at the football club, showcasing just how important a figure he is considered by his peers. Now back on his feet after a lengthy recovery time, supported immensely by the club, Tim is back in his element, down at Hayden Road vivaciously supporting his beloved Diamonds.

With fans piling through the turnstiles and a real party atmosphere in the air, we were approaching kick-off. Fielding a team including a host of academy graduates, thus demonstrating the clear pathway for youth to succeed in the first team, this club has showcased time and time again its commitment to the academy. In front of a bumper crowd of 813, with the community day really drawing the fans in, academy products had the chance to prove their worth in front of their ever-faithful fans and club hierarchy onlooking.

Half-time was soon upon us and with the hosts leading thanks to an early goal, it was time to delve deeper into how, in various ways, the club supports members of the youth section, with 530 children benefiting from what the club has to offer. Joined by Mark, who is the chairman of the youth section and fresh from a 5-mile sponsored walk, another of the club’s community initiatives, we touched on how the club offers much more than just a footballing education. By also providing the necessary mentoring for the development of key social skills enabling them to flourish in various aspects of life, the community youth section is quite rightly held in immensely high regard within the club as a whole. Children right from reception age, known as ‘Little Diamonds,’ a youth project created by the club are encouraged first and foremost to enjoy what they do.

Now there was no way I was about to let this day pass me by without sampling the cuisine on offer! Thankfully, a business that I know personally and is run by a salt-of-the-earth family was on hand to provide me with my match-day delights. The Food Barn, for me, is the absolute best around in that not only are you provided with a top bit of footy nosh, all that work there truly understand the meaning of customer service with their naturally welcoming and hospitable approach, not to mention top levels of banter. As always, I was not disappointed at what I was treated to!

As previously mentioned, there was a bumper crowd for community day, with fans young and old finding their way to the atmospheric and charismatic stands of Hayden Road. Such was the raucous, celebratory mood at full time, you’d be forgiven for thinking the club had just won the title with many taking to the pitch, mingling with the adored players posing for selfies and signing autographs. Amongst those who made their way onto the pitch was at least over 100 children, who as part of the community day had been granted permission to have a kick about on the pitch at full time, many of whom will be dreaming of doing it for real some day. Not only does the club offer the pathway for young players, it also provides a platform for young staff members, an example of which being George, who has been given the responsibility of stadium announcer and other media-related duties, a role which he sees as one perfect to provide the platform for a budding media and journalism professional. Joined by dedicated youth coach Wayne, with those around us in party-mode, it was a lively chat!

A huge point of importance during my day that many I spoke to had made was how the club understands the importance of looking after its people and promoting from within. A key example of which being young 17-year-old ‘keeper Ewan Evans, making his debut and earning a clean sheet to boot, an achievement without the club’s unwavering support and belief shown in him would not have been possible. The man leading from the front with this ethos is Head of Academy and First Team Coach, Ryan. Holding what is a bit of a hybrid role, crossing between the two, Ryan has the perfect balance of working directly with the academy and first team, knowing who is ready for that step up into first team football and timing it just right. With a number of academy graduates now being first team regulars, in addition to those included in various match day squads, it’s safe to say that Ryan excels in his role and provided an insight into the workings of the academy.

As I stood, shoulder to shoulder on the pitch with an emotional Rob reflecting on the day I’d had, with the buoyant Diamonds faithful buzzing around us, it became clear at that moment that AFC Rushden & Diamonds is a special club, ran and contributed to by special people. You can talk about your promotions and title winning moments, which of course bring immense joy to so many, but in that moment, I truly believe I was stood with the most proud and happy man and fan base in non-league. The presence of this club in the local community is of immense importance, and the way in which it contributes to the community, as evidently demonstrated above, is truly remarkable. I’m so proud and privileged to be able to do what I do and clubs like this are the very reason I do it. Everyone within the club, the fans especially should be excited at what I am confident is going to be an exceptionally successful future. My sincere and heartfelt thanks, as always, go out to the club for having me - I look forward to continuing to follow the journey and returning to document it in the future once again!

Match highlights of the clash can be found below.