Mark Hammond, Bromley CEO: “ EFL Survival is Not Acceptable; The Aim is Promotion!”

This week we’re delighted to welcome Mark Hammond to the show. Mark is the CEO of Bromley, one of the EFL’s emerging success stories. Having only played one full season in the football league and finishing a hugely respectable 11th last year, you’d be forgiven for thinking that the the early stages of this club’s acclimatisation to top level football would focus on consolidation and survival. You’d be wrong, as Mark clearly told me when about to assume the same thing; this is a club whose ambition is once again promotion.

But it is not just the work the first team are doing on the pitch that makes Bromley such a standout case. An academy system that focuses not just on supplying players for the first team but also providing an education and opportunities beyond the pitch for hundreds of children is going a long way to fixing some of the big problems football has when players give up everything to chase the (almost) impossible dream.

Mark’s career as a player, coach and now CEO is not the path you often see to top football executive, but that’s what endears. Different ideas and approaches to building exciting, sustainable entertainment products doing the best for their fans and communities requires a different approach. ‘We’re not teaching our kids to be professional footballers; we’re teaching them to be professionals in football’.

On today’s show we discuss:

The Rise of Bromley FC:

How Bromley went from non-league football to mid-table in their first-ever EFL season.

Balancing ambition with discipline: why promotion is the goal, but not at the expense of financial sustainability.

Why the relationship between owner, chief executive and manager is at the core of Bromley’s success.

Community and Education at the Heart:

Why Bromley is built on being a true community club, with over 350 students and 58 grassroots teams pulling on the Bromley shirt every weekend.

How the club’s education system provides career pathways beyond playing. Creating “professionals in football,” whether as coaches, analysts, physios, or teachers.

The importance of honesty with young players about their chances of “making it,” while still giving them an elite environment to grow.

Building a Sustainable Club Model:

The challenge of competing with bigger budgets while staying disciplined and creative.

The academy and B-team strategy that develops players at different stages and how Bromley is already producing players for the Premier League and England youth teams.

Why the best coaches in the club must be with the U14s and U18s, preparing players for the toughest transitions in football.

The Future of Bromley FC:

Developing Hayes Lane into a 6,000+ seater stadium and building the infrastructure for long-term growth.

The balance between selling talent and ensuring homegrown players get their chance in the first team.

Why the club embraces being part of fans’ “second team,” and how schools and grassroots football are key to building the next generation of supporters.