The research presents an alternative, value-based approach to conventional strategic marketing; facilitating football club theory and practice evolution and adaptation to contemporary competitive conditions. Methodologically, the paper is conceptual and based on extensive secondary data and a multi-perspective theoretical research and analysis. It initially builds a football-focused contextual strategic marketing theoretical foundation. Subsequently, an alternative, consumer-focused perspective to conventional strategic marketing is presented; followed by a value-based analysis of the theories and conditions pertaining football as an industry, and clubs as individual organisations. The paper finally provides theoretical directions towards further research as well as explicit advice to executives towards practical utilisation. The findings show that football clubs need to carefully re-examine and re-develop the nature and range of their value propositions. Additionally, they need to perform an analysis of their potential value stakeholders; to identify their 'true' competitors; and to draw strength from club strategic collaboration.