What does Macclesfield FC’s journey tell us about the sale of football stadiums and leisure assets?

Macclesfield FC recently made FA Cup history with their memorable victory over Crystal Palace, creating a landmark moment for the club, its supporters and the town.

In 2020, Christie & Co advised CRG Insolvency & Financial Recovery in connection with the sale of Macclesfield Town Football Club’s Moss Rose ground. Despite the challenges facing the market during the Covid-19 pandemic, the transaction completed in just 16 working days from instruction, and demonstrated the importance of a carefully considered marketing process when selling unique leisure assets.

Football clubs are unique and should be marketed accordingly

While football grounds and stadiums are often viewed through a traditional property or operational lens, in practice they sit in a category of their own. A stadium is rarely just a real estate asset: it is a business, a cultural institution, and a focal point for the local community.

This unique profile shapes both the buyer pool and the route to market. Purchasers are not always conventional real estate investors. In many cases, they are individuals or groups motivated by a combination of financial return, civic pride, profile and long-term vision. Recognising this is critical in determining the most effective marketing strategy.

Open marketing can deliver speed and breadth

The sale of Macclesfield Town Football Club’s Moss Rose ground in 2020 highlights the effectiveness of a structured but open marketing approach.

For distinctive, ‘quirky’ assets, limiting exposure purely to closed or database-led channels can unnecessarily restrict interest. High-net-worth individuals, overseas purchasers and entrepreneurial investors are often not active in sector-specific real estate marketing channels and may not be searching for opportunities in a conventional way.

In contrast, open marketing, when applied in a controlled and professional manner, can increase visibility, stimulate competition, and significantly shorten timescales. Once that contact is made, experienced advisers can manage the process, qualify interest and ensure that only serious, well-funded parties progress.

In the case of Macclesfield Town Football Club, the open marketing approach generated strong interest from a range of credible parties and allowed momentum to build quickly. Following a competitive bidding process, local businessman Rob Smethurst purchased the club having originally spotted the listing on Rightmove Commercial.

Structure and discipline remain essential

For unusual leisure assets like football stadiums, speed can often be critical, particularly where ongoing operational or community considerations are in play.

While openness and reach are important, they must be combined with disciplined execution. Selling a specialist leisure asset like a football ground requires careful information management and a deep understanding of both the asset and its potential buyers.

At Christie & Co, our approach combines open marketing with robust process management, allowing vendors to achieve timely results while safeguarding the integrity of the transaction.

Looking ahead

Macclesfield FC’s recent success in the FA Cup Third Round marks a pivotal moment in the club’s history.

For owners considering the sale of an unconventional leisure asset, it is important to remember that thoughtful positioning, strategic marketing and experienced advice can make a difference to both outcome and timescale.

For buyers, Macclesfield’s story is a reminder that football clubs and specialist leisure assets can offer one-of-a-kind investment opportunities, combining commercial potential with long‑term legacy and community impact.

For more information about buying or selling a leisure business, contact our team at leisure@christie.com or +44 333 034 1756.