Salisbury FC is embarking on a distinctive five-day trip to Kuwait, a move that highlights the growing global footprint of English non-league football. The journey began with an enthusiastic reception from fans at The Mac Stadium following a 2-0 victory over Folkestone Invicta, who chanted “Kuwait away” in support of the squad’s upcoming Middle Eastern tour.
Upon arrival, the players were treated to a level of celebrity rarely seen outside the Premier League. School children interacted with the squad as if they were top-tier stars, and the team was greeted by local supporters. Ali Alhamad, the Kuwaiti businessman who purchased the club in 2025, stated that Salisbury is now “bigger than many Premier League teams” in the region.
The itinerary includes a high-profile friendly against Al Qadsia, one of Kuwait’s most decorated clubs with over 50 trophies, including the AFC Cup. The squad will also play an FA Cup third qualifying round match against Dulwich Hamlet upon their return. The trip takes place at the Mohammad Al-Hamad Stadium, which seats 22,000 spectators—more than five times the capacity of Salisbury’s home ground.
Beyond football, the tour aims to deepen cultural ties. Players will visit local schools and universities, hold Q&A sessions about English football operations, and experience regional cuisine. Alhamad emphasized that the club has four Kuwaiti sponsors, including the front-of-shirt sponsor for the country’s first Sharia-compliant digital bank.
Luke Russe, a Salisbury player, expressed gratitude for the opportunity, noting the unique experience of living and playing in a different culture. He highlighted the value for the young squad in broadening their horizons.
Alhamad described the strategy as essential for growth in a competitive financial landscape. He argued that simply injecting money into a club is insufficient; instead, businesses must tap into untapped markets. With the club’s Arabic Instagram account boasting over 14,000 followers, nearly matching the English profile’s count, Alhamad believes there is significant potential in the Gulf region.
The club has already launched a summer camp and trials in Kuwait, with proceeds from ticket sales and advertising returning to Salisbury. As they prepare for their FA Cup clash, the team returns with the hope of demonstrating the quality of English non-league football to a newly engaged audience.
I’m skeptical about the ‘bigger than Premier League teams’ claim, but the cultural exchange and school visits seem genuinely valuable for the players.
A 22,000-seat stadium for a non-league team? That is a massive statement. The respect shown there is incredible.