FAW–TownSq deal links Welsh football clubs with SMEs 2026

Key Points

• There has been an announcement from the Football Association of Wales (FAW) about a partnership between the FAW and Town Square Spaces Ltd (TownSq), who are experts in entrepreneurship.
• The partnership will seek to help Novira Cymru Leagues clubs expand their business opportunities in their respective local communities.
• TownSq, a B Corp company, will partner with clubs in Wales to help increase their business interactions with local, regional, and national businesses.
• According to Gareth Jones, TownSq CEO, the partnership seeks to increase SMEs’ and Welsh businesses’ engagement with the football clubs in the Cymru Leagues.
• Jack Sharp, FAW Head of Domestic Leagues, stated that this partnership is consistent with their efforts to make community the center of Novira Cymru Leagues development.
• Some of the programs offered by TownSq include Startup Club, TownSq Accelerator, and Bootcamps.

Wales (Wales Times) September 17, 2026 – The Football Association of Wales has entered a new partnership with entrepreneurship specialists Town Square Spaces Ltd, trading as TownSq, to help Novira Cymru Leagues clubs expand their business activities and strengthen ties with local enterprises. The initiative is designed to support clubs as they develop commercial and community-facing offerings, linking them more closely with small and medium-sized enterprises (SMEs) across Wales.

TownSq operates as a B Corp and runs a network of workspaces and business support services across Wales and England, guiding founders from early-stage ideas through to launch, investment and growth. Under the new arrangement, TownSq will work directly with clubs in the Novira Cymru Leagues to help them build relationships with the local, regional and national business community.

How will TownSq support Novira Cymru Leagues clubs?

TownSq will engage with clubs across the Novira Cymru Leagues to support the development of their business propositions and community engagement strategies. The organisation provides physical workspaces through its hubs and delivers structured business support via TownSq Business Support, which covers the full journey from concept to scaling.

According to the FAW’s announcement, the partnership is intended to unlock “significant untapped potential” as clubs seek to deepen their strategic planning with businesses. Jack Sharp, FAW Head of Domestic Leagues, said clubs have already begun engaging with local and national businesses but that further opportunity remains.

“We have the opportunity to create a unique offering across Wales, which will play a game-changing role for clubs and their communities,”

Sharp said.

TownSq’s model includes multiple programmes aimed at different stages of business development. These include Startup Club, an after-work scheme for people who wish to start a business without leaving their current employment; TownSq Accelerator, for businesses aiming to grow quickly; and Bootcamps, designed to equip participants with the skills required to run their own enterprises.

What have FAW and TownSq leaders said about the deal?

Gareth Jones, CEO of TownSq, described the project as a chance to connect Welsh SMEs more closely with football at community level. “We are beyond excited to start this project with the FAW – bringing SMEs and Welsh businesses closer to the heart of football in Wales through the Cymru Leagues,” Jones said.

Jones highlighted a series of upcoming milestones for Welsh football as context for the partnership’s timing. “There are some massive milestones coming in the next few years for Welsh football, from the relaunch of the Cymru Premier this summer, to the hope of representation at the Women’s World Cup in Brazil next year, and then the men’s EURO 2028 kicking off in uk/local/cardiff/">Cardiff,” he said. “Football in Wales is in a really good position to capitalise on these opportunities and more, and our goal is to enable more SMEs to be a part of the team creating these moments of sporting history.”

On the FAW side, Jack Sharp emphasised alignment between the two organisations’ values. “TownSq’s objectives and values closely align with ours as we aim to ensure that community sits at the heart of the development of the Novira Cymru Leagues,” Sharp said. He added that the FAW was “really pleased to have TownSq on the journey with us as we continue to strengthen the Novira Cymru Leagues on and off the pitch.”

Which programmes will TownSq bring to clubs and local businesses?

TownSq’s existing portfolio of business clubs and support schemes forms the backbone of what it will offer through the FAW partnership. Startup Club targets individuals who want to explore entrepreneurship while remaining in employment, providing structured after-work support. TownSq Accelerator is aimed at businesses with high-growth ambitions, while Bootcamps focus on practical skills for running enterprises.

By working with Novira Cymru Leagues clubs, TownSq intends to extend the reach of these programmes into football communities, enabling club officials, volunteers and local entrepreneurs to access business development resources through a football-linked channel. The FAW has framed this as part of a wider effort to strengthen domestic leagues both competitively and commercially.

Background to the FAW–TownSq development

The partnership comes amid a period of expansion and rebranding in Welsh domestic football, including the recent relaunch of the top tier as the Novira Cymru Premier and continued growth in the women’s game. The FAW has also been active in commercial partnerships, including a separate three-year cyber-security deal with Welsh firm Socura announced earlier in September 2026, as the governing body prepares for major tournaments such as UEFA EURO 2028 and the 2027 FIFA Women’s World Cup.

TownSq’s entry into football via the FAW follows its established work as a B Corp supporting business communities through co-working hubs and entrepreneurship programmes across Wales and England. The organisation’s leadership team includes founder and CEO Gareth Jones and Chief Operating Officer Mandy Weston, who oversee its workspace network and business support operations.

Prediction: How could this affect clubs, businesses and fans in Wales?

If implemented as outlined, the FAW–TownSq partnership could broaden the commercial base of Novira Cymru Leagues clubs by giving them structured access to SME networks and business mentoring. For clubs, this may translate into new sponsorship opportunities, improved community projects and more diversified revenue streams beyond matchday income. For local businesses, the arrangement offers a route to engage with football audiences and community assets through clubs that already have strong local identities.

For fans and wider communities, the main effect is likely to be indirect but tangible: clubs with stronger business links may be better placed to invest in facilities, youth programmes and community initiatives, which can improve the overall matchday experience and local engagement. Over time, if the partnership helps clubs become more financially resilient, it could contribute to greater stability in the domestic pyramid and support the FAW’s longer-term objectives around community-centred development of the Novira Cymru Leagues.

Background of the development

The FAW–TownSq collaboration builds on recent structural changes in Welsh football, including the introduction of title partner Novira for the Cymru Leagues and ongoing investment in domestic infrastructure. It also sits alongside other commercial moves by the FAW, such as the Socura cyber-security partnership, as the governing body seeks to professionalise operations ahead of major tournaments on home soil and abroad. TownSq’s involvement introduces a dedicated entrepreneurship and SME support dimension to this ecosystem, with an explicit focus on leveraging football clubs as community business hubs.

Prediction for clubs, businesses and supporters

Looking ahead, the partnership is most likely to affect three groups: Novira Cymru Leagues clubs, Welsh SMEs and local supporters. Clubs may gain access to new revenue channels and business expertise, SMEs could find clearer pathways to sponsor or collaborate with football entities, and supporters may benefit from improved club services and community projects funded through stronger commercial foundations. The scale of impact will depend on uptake by clubs and businesses, the effectiveness of TownSq’s programmes in a football context, and the ability of all parties to sustain engagement beyond the initial launch phase.