FOOTBALL 'TIL I DIE: RESEARCH REVEALS FANS WANT LOVE OF THE BEAUTIFUL GAME REFLECTED IN THEIR FUNERAL

13 March 2025

• Research from Co-op Funeralcare reveals the importance of football for many Brits when it comes to their funerals.
• Insights from the UK’s leading funeral provider reveal that football grounds are in the top 10 non-traditional locations people would consider for their final farewell.
• The research also reveals that football tops are the sixth most common coffin keepsake, proving more popular than flowers, pictures, or drawings.
• These findings form part of a wider report from Co-op Funeralcare, analysing funeral trends seen over the past five years.

Co-op Funeralcare, the UK’s leading funeral provider, has revealed that football is just as important in death, as it is in life.

Research from the member-owned organisation found that Brits are increasingly looking to incorporate aspects into funeral arrangements that are more personalised, including showcasing their passion for their beloved football club.

Indeed, football tops are the sixth most common coffin keepsake, proving more popular than flowers, pictures, or drawings, as people look to maintain their connection with their team after they’ve died.

Football grounds also ranked among the top 10 non-traditional locations people would consider having their funeral. Wishes to incorporate the beautiful game into funeral plans come as nearly six in 10 (57%) of Co-op Funeralcare’s funeral directors reported an increase in requests for services to take place outside of traditional religious settings.

Meanwhile, You’ll Never Walk Alone, Liverpool FC’s iconic anthem ranks at number seven on Co-op Funeralcare’s most recent funeral music chart, ahead of more traditional choices such as All Things Bright and Beautiful.

Paul Elliot, one half of the much-loved duo the Chuckle Brothers, is someone with direct experience of how an individual’s love of the sport can be reflected in their funeral, through his brother Barry, who sadly passed away in 2018.

Barry’s funeral took place at Rotherham United Football Club, of whom he was a passionate supporter and honorary life president.

Paul said: “When my brother Barry died, the venue for his funeral was the home of Rotherham United FC, at New York Stadium, and while the day was obviously an upsetting time, being able to incorporate a location that meant so much to him during his life was really special.

“Having a funeral for a loved one that truly reflects their personality and how they lived can be so important. We were of course all really heartbroken but having his send-off, followed by drinks and sharing stories with family and friends made the day that little bit easier – you really can make a funeral whatever you want!”

Co-op Funeralcare’s report also found that an estimated 38 million people (68%) in the UK believe funerals are becoming more of a ‘celebration of life’ rather than a time of reflection, showing a rise from a previous study by the funeral provider in 2019, which found this number to be 58%.

Gill Stewart, managing director at Co-op Funeralcare, said:

“At Co-op Funeralcare, every funeral we carry out – be it traditional or more contemporary – is bespoke and unique to the individual.

“Incorporating a loved one’s individuality, such as their passion for their football club, into a service, not only helps to reflect the life of the individual, but it can also support family and friends through their grieving process, and in some cases add a sense of levity to an otherwise difficult time.”

CASE STUDY - Rodney's Geordie Goodbye

Football was certainly at the heart of Rodney Bartram’s funeral, specifically his love of Newcastle United. The relation of Charlton Athletic’s pre-war Geordie hero, Sam Bartram, Rodney was actually taken to watch the South London side first, but once he’d attended his first match at St James’ Park, just after the war, he was hooked on Newcastle United.

Among his heroes was the legendary Jackie Milburn, who famously won three FA Cups with Newcastle in the 1950s and topped the club’s scoring charts before his record was overtaken by another of Rodney’s favourite players, Alan Shearer in 2006.

Rodney’s family wanted to reflect his passion for the Magpies within his funeral and arranged to personalise key aspects, with the help of funeral directors at Co-op Funeralcare including having his coffin draped in a Newcastle United flag, bearing the club’s badge and iconic black and white stripes. Mark Knopfler’s Going Home (Theme of the Local Hero), a pre-match anthem at St James’ Park, was also played at the funeral.

Rodney's family said: “Rodney was a passionate Newcastle United supporter, and the club was such a big part of his life, so we felt it was really important to honour this in his final send-off.

“He loved going to St James’ Park to watch the team. From standing on the terraces as a boy in the 1940s to enjoying the European nights in recent times, watching Newcastle was always a thrill for him.

“So, it meant a great deal that we were be able to celebrate his life in this way, as it really reflected his personality, as well as his love of the club.”

ENDS

Notes to the Editor

• Co-op Funeralcare is the UK’s largest national funeral provider, with over 800 funeral homes. This research is included in Trending Tributes, a report compiled of Co-op Funeralcare’s own business data from 2019 to date and insight from Co-op’s funeral arrangers and directors between May and June 2024 and based on over 500,000 funerals conducted from 2019-2024.

** Consumer research of 4,002 Nationally Representative UK Respondents conducted between 31/05/2024 - 04/06/2024

10 most common coffin keepsakes 1. Photographs 2. Letters 3. Toys 4. Cards 5. Teddy bears 6. Football tops 7. Flowers 8. Pictures/Drawings 9. Ashes 10. Pet-related items

Top 10 non-traditional locations people would consider 1. In the countryside 2. On a beach 3. At a favourite beauty spot
4. By a lake 5. By a river 6. Out at sea 7. On a mountain 8. In my garden 9. At my house 10. Football ground

For more information contact pressoffice@coop.co.uk

About Co-op Co-op is one of the world’s largest consumer co-operatives with interests across food, funerals, insurance and legal services. Owned by millions of UK consumers, the Co-op operates almost 2,400 food stores, over 800 funeral homes and provides products to over 6,000 other stores, including those run by independent co-operative societies and through its wholesale business, Nisa Retail Limited.

Employing 56,000 people, the Co-op has an annual turnover of over £11billion and is a recognised leader for its social goals and community-led programmes. The Co-op exists to meet members’ needs and stand up for the things they believe in.