The Slog of Small Town Football and the Business of Branding When Peterborough United edged out Barnsley 7 6 on penalties in a thrilling Carabao Cup third round tie, it was clear that both teams had given their all.
However, what caught my attention wasn't just the match itself – we've seen many comebacks and penalty shootouts before – but how this result speaks to the broader challenges faced by small town teams trying to establish themselves.
In recent years, smaller clubs like Peterborough United have been focusing on branding and marketing as a way to generate revenue beyond traditional ticket sales.