Student helps Northampton Town FC boost fan numbers
Club bosses praise practical recommendations from student placement
Last updated 12th May 2026
A University of Northampton student who once worked with cocoa farmers in rural Ghana is helping Northampton Town Football Club (NTFC) find new ways to increase attendance and revenue through data analysis.
Edna Ann Quarshie, who will be graduating with a Master’s degree in Business Analytics, analysed ticketing and revenue data for the club and presented her findings to senior executives at Sixfields Stadium.
Her work forms part of a long-running partnership between the university and the club, which offers students the chance to gain real-world experience through placements and “takeover day” initiatives. Over the past year, dozens of students have collaborated with NTFC, applying skills from courses including marketing, sport and business.
Ms Quarshie became involved after applying to the programme but went on to shape her own role. Rather than taking a standard placement position, she proposed carrying out a detailed analysis of the club’s data.
“I asked if I could analyse their data,” she said. “If there was no opportunity, I could create one – and they agreed.”
She was given access to ticketing and revenue figures, which she spent several weeks reviewing before presenting her findings to the club’s leadership team.
Before coming to the UK, Ms Quarshie worked for five years as an agricultural officer in Ghana, supporting around 300 cocoa-farming families. Her role involved collecting data on crop production and household income, giving her early experience of working with large datasets.
“I was very familiar with data… but analysing it is what I learned at the University of Northampton,” she said.
She said her background helped her understand how to turn raw, unstructured information into useful insights, something she applied directly to the football club’s data.
Although she is unable to share specific details, Ms Quarshie said her analysis identified patterns in attendance and areas where improvements could be made. She developed a series of short, medium and long-term strategies aimed at increasing the number of fans attending matches and improving revenue.
“It’s not just enough to analyse and say what’s there – you have to suggest what can be done,” she said.
Her work was well received by the club’s commercial team. Northampton Town’s commercial director James Corrigan said it had been “fantastic” to work with her and praised both her approach and the results. He stated:
"It has been fantastic to work with Edna - she brought great energy and professionalism throughout. Her research delivered valuable insights and practical recommendations that the club can use to move forward in a positive and informed way."
The University of Northampton said opportunities like this are designed to give students a competitive edge as they enter the jobs market, while also benefiting the local community.
Vice Chancellor Anne-Marie Kilday said: “Edna’s story shows how a global outlook and experiences from thousands of miles away can have a direct impact on our local economy and crucially support our town’s beloved football club.''
Ms Quarshie believes football clubs like Northampton Town play an important role in both the economy and the community, providing employment and supporting local families as well as offering opportunities for young people.
The experience has given her valuable practical experience as she looks to build a career in data analytics, potentially within sport.
“I enjoy football and I enjoy analysing data – it’s a perfect environment,” she said.
Reflecting on her journey from rural Ghana to English football, she added: “Sometimes I think, how did I get from a cocoa farm to a football club in England? But numbers tell the story – they can take you anywhere.”