Published: Tuesday, 22nd July 2025
A brand-new community partnership between Alive West Norfolk and King’s Lynn Town Football Club is scoring early wins.
This will bring football, sport, health, and opportunity closer to home for West Norfolk residents and KLTFC fans.
Alive, which operates leisure and fitness centres on behalf of the Borough Council of King’s Lynn & West Norfolk, is joining forces with the club as it enters the exciting new era at King’s Lynn Town F.C. Together, they’re championing football, sport and wellbeing through a powerful new alliance that promises lasting benefits for communities and football supporters across the borough.
Under the agreement:
- King’s Lynn Town FC’s first team and under-23 squad will return to train locally at Alive Lynnsport.
- Alive’s Active Community team and King’s Lynn Community Football (KLCF) will deliver a wide-reaching programme of activities—from school visits to inclusive football sessions in public parks. This will include walking football, girls’ football, disability football, social football, and health and wellbeing programmes.
- Alive will be the official training kit partner for the first team, support the women’s team, and feature as a sleeve sponsor for the Academy.
Councillor Simon Ring, Deputy Leader and Cabinet Member for Business, said:
“There are no own goals here—this partnership delivers a hat-trick of wins for King’s Lynn Town FC, Alive, and our communities across West Norfolk.
“With the season about to kick off, it’s the perfect moment to rally behind this collaboration. But this is more than just a game of two halves—it’s about building long-term pathways into football, boosting local opportunity, and investing in the physical and mental wellbeing of our residents.
“As the partnership evolves, we’ll continue exploring ways to strengthen ties between Alive and the club—ensuring our community gets the very best from both.”
Tommy Goode, Head of Performance and Development for Alive said:
“This partnership has exciting potential to unite local football and improve the quality and opportunities for football across our community. Bringing together KLTFC and Alive could be the perfect match, and we are very much looking forward to the new season supporting the Linnets. Together we hope to hit the back of the net and score many goals for our community and KLTFC fans.”
Bal Srai, CEO of King’s Lynn Town F.C., said:
“At King’s Lynn Town Football Club, we believe football should inspire, unite, and uplift—and this partnership with Alive West Norfolk brings that vision to life.
From grassroots to the first team, we’re proud to be deepening our roots within the local community, offering more pathways into the game, and working together to improve health, wellbeing and opportunity across West Norfolk.
This collaboration marks the start of a new era—where success isn’t just measured on the pitch, but by the positive impact we can create together. We’re excited for what’s ahead and proud that our players are now training everyday back in the heart of the community.”
Deputy Leader Cllr Simon Ring and Cllr Jo Rust, Cabinet Member for People and Communities, along with Tommy Goode, joined Bal Srai, CEO of KLTFC and James Rowe First Team Head Coach at the recent friendly fixture against Peterborough United (Friday 18 July) to mark the beginning of this exciting new partnership.