Vision & Mission
To be a leading national museum by 2022 exploring why football is the game of our lives
We’re England’s only national museum for football. We explore the impact of football on all of our lives and how it shapes our identities.
Our vision is simple – we want to be known as a leading national museum, engaging one million visitors through our doors, digitally and by visiting our local communities and schools.
Sharing stories about football
We’re the place for everyone to enjoy stories about football culture. It’s our mission to hear those stories and tell them in an engaging and creative way.
Creative & Inspiring: Using our imaginations to enthuse all of our visitors
Authentic & Honest: Telling real stories with integrity
Inclusive & Respectful: Being friendly & approachable
Passionate & Fun: Instilling passion and enjoyment for football
Aim 1: To become a centre of excellence for football heritage through fully representative exhibitions, collections and research
Aim 2: Build an award-winning inclusive programme of community and public engagement activities
Aim 3: Achieve an annual diversified revenue of £5M
Aim 4: Operate a good practice model for our physical and human resources