A former agricultural officer who spent five years working with cocoa farmers in rural Ghana is now helping Northampton Town Football Club (NTFC) increase footfall and revenue – thanks to the analytical skills she gained at the University of Northampton (UON).
Edna Ann Quarshie, who will graduate with a Master’s degree in Business Analytics this month, has travelled an extraordinary path from guiding Ghana’s cocoa producers to presenting revenue insights on footfall to senior executives at Sixfields Stadium.
As part of the historic 12-year partnership between NTFC and the University of Northampton, students are invited to take part in ‘takeover days’ where they take the skills they have learnt during their studies and put them into practice in a fast-paced professional environment.
With the jobs market increasingly competitive, it’s another opportunity for Northampton graduates to stand out from the crowd and highlight real-world project and work experience.
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.
“Giving our graduates the edge as they enter jobs market through demonstratable work experience is part of what makes us unique, the fact that this also benefits the local community is a win-win.”
While on her placement at the club Edna was given access to ticketing and revenue data. She spent the next several weeks analysing attendance patterns, revenue trends and the financial impact of ticket cancellations.
Her presentation to the club’s directors was very well received, after identifying potential strategies to increase attendance by up to 1,000 spectators per match and highlighted areas of lost revenue that could be mitigated through operational changes.
Prior to studying in Northampton, Edna worked directly with 300 cocoa-farming families as part of Ghana Cocoa Board. Her role saw her recording crop performance and teaching growers modern pruning and income‑diversification techniques.
Edna Quarshie said: “Applying to Northampton University was life-changing for me. The feedback I received from the football club meant everything to me, after they said my analysis described their club completely despite not being familiar with the ground or the club.
“The skills from my course allowed me to tell the story behind the numbers. That’s what analytics is all about.
“Sometimes I wake up and think, ‘How did I get from a cocoa farm to a football club in England?’ But I’ve learned that numbers are the best storytellers. They’ve taken me further than I ever imagined.”
Edna is just one of 65 students who have collaborated with the club over the last year.
James Corrigan, Northampton Town FC’s Commercial Director said: “We first met Edna during the Takeover Day initiative with the University of Northampton. From there, she progressed to complete a research project focused on the club’s ticketing initiatives and how we can better utilise our spaces while improving the fan experience.
“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.”
While the University of Northampton is the main shirt sponsor for the club, the opportunities for students continue to grow. With students from marketing, sports, business and tourism, amongst a whole host of others, benefitting from placements and work experience at the club.
Picture caption: UON Pro-Chancellor Lady Phyll with Masters Graduate Edna Ann Quarshie