In recent times football clubs have got very good at getting close to their local communities. It makes good commercial sense not just in increasing attendance at matches and selling more merchandise but also identifying local talent. 

The local football club helps create a sense of place, a sense of belonging -  and these days support comes from all sections of the community. I say supporters because it isn't just those who regularly attend matches but those who take an interest in the fortunes of the club. If your local team is doing well it lifts the community.