Long-serving steward told by email; club says it communicated "poorly"
A long-serving steward who has been involved with AFC Bournemouth for more than half a century was told by email that his contract would not be renewed for the coming season. The message, which his family later shared online, prompted a swift public backlash and an apology from the club.
The steward, Tim Goodchild of Wimborne, said he was stunned by the way he was informed. He told reporters the heading of the email read, "good afternoon", and the body stated: "we're not renewing your contract for this season". "I was a bit tearful," he said, adding: "'They don't want me at AFC Bournemouth any more'" when he told his family about the message.
"The reality is we just communicated poorly... it was our mistake."
AFC Bournemouth's head of business, Jim Frevola, accepted the club's handling of the change had been inadequate and said the club reviewed how it had communicated changes to some matchday staff.
Support from fans and swift review of communication
After the family posted the email online, thousands of fans expressed anger at the perceived impersonal treatment of someone who has been associated with the club for decades, both as a steward and as a lifelong supporter. Goodchild said football has long been part of his family life; his father used to provide match commentaries for hospital patients from the back of the main stand, and he remembered sitting there with him before he even began selling programmes.
In response to the reaction, the club issued a statement acknowledging people’s concerns and said it had reviewed the way it communicated changes to matchday staffing arrangements. Following that review, the club apologised and offered the steward a new role.
Community, continuity and working practices
For many supporters in Bournemouth and the surrounding area, matchday stewards are a familiar presence who contribute to the sense of place at Dean Court. The episode has focused attention on how clubs communicate with long-serving staff and volunteers, and on the human impact of administrative decisions.
- Service: More than half a century with the club
- Notification: Contract non-renewal communicated by email
- Reaction: Family shared the email online; supporters expressed anger
- Club response: Apology, review of communication and offer of a new role
| Item | Detail |
|---|---|
| Location | Wimborne / AFC Bournemouth matchday |
| Person affected | Tim Goodchild |
| Club response | Apology, review of communications, new role offered |
The episode has resonated beyond the immediate parties because it touches on how community institutions treat people who have given many years of service. Local supporters said the club’s subsequent apology was welcome, but the initial email underlined how administrative methods — such as impersonal electronic messages — can feel especially harsh when applied to long-standing members of a club community.
While the club has moved to address the situation and reintegrate the steward in a new capacity, many in Bournemouth have used the incident to call for clearer, more respectful communication with matchday staff and volunteers in future. The public response demonstrates the strong local ties and affection that still surround the matchday experience at AFC Bournemouth.
It remains to be seen how the newly offered role will be shaped and whether the club will implement wider changes to how it manages and notifies long-serving staff. For now, those close to the steward say that the apology and offer represent a step towards repairing what many supporters described as an upsetting episode for a well-known local figure.
