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Pentrehafod progress in the PL Enterprise Challenge

A young team of budding businessmen and women recently won the local heat of the PL Enterprise Challenge and will now progress to the next round.

The quintet from Pentrehafod School, made up of Chelsea-Leigh Fennel, Joshua Rigbey, Daniel Llewellyn, Jessica Mogridge and Cerys Richards, went up against, and beat, teams from Llangatwg Community School and Ysgol Maesteg.

Set by the Premier League’s Executive Chairman, Richard Scudamore, the challenge tasks pupils to develop a marketing strategy encouraging fans to spend more time at the stadium on match days.

Run in partnership with Sport Relief, the challenge was introduced in 2009 and has since seen over 8,000 young people aged between 13 and 17 taken part in the programme that uses business models of professional football clubs to deliver enterprise education.

“It feels great to win,” said 15-year-old Josh. “I couldn’t believe we won but it happened.”

Despite each of the pitches impressing the panel, it was Pentrehafod’s level of research, coupled with targeting a specific segment of the market that saw them edge in front of the competition.

Stating within their Executive Summary, that the team prepared beforehand, they said, ‘There is nothing to encourage teenagers (tomorrow’s season ticket holders) to become active supporters. We thought the best way to increase revenue and profits would be to introduce a teen membership.’

“We believed that the teenage market wasn’t as established as that targeting adults and younger children and we also believed that there were greater opportunities to encourage the future Jack Army,” explained 14-year-old Jessica Mogridge.

Entitled the ‘Copperstripe Membership’ to reflect the Club’s current kit and to celebrate the city’s rich history, the membership would target the youth market that exists between the established Cygnets membership scheme and the more mature Jack Army membership.

Targeting this teen market with competitions, offers, content and more, their idea also included introducing matchday entertainment to encourage them to stay longer and spend more at the Liberty.

With the likes of Segway circuits, Fifa game station consoles, penalty shoot outs and live music, the young Swans hoped that supporters would give supporters a more enjoyable matchday experience.

‘We believe that football is not just a game, so let’s make matchday an entertaining day out for all the family, so everyone can experience the excitement of being part of a Premier League team,’ their business plan stated.

Taking first place at the local heat with their creative marketing strategy, the young Pentrehafod entrepreneurs will now progress to the next round held in the Midlands in the New Year and it’s something that they are relishing.

“It’s great to represent our home team in the regionals,” Josh continued.

“I’m feeling confident going into the next round,” added 14-year-old Daniel Llewellyn. “I think we have a very good chance at winning.”

Stay tuned to find out how Pentrehafod get on in the next, regional round where they’ll be representing the Swans against their Premier League counterparts. For more information on the project, please contact Graham on Email: or Tel: 07469158112.

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