Haverfordwest County AFC are delighted to announce further funds are to be made available to the club from Morley Sports Management Limited (MSM). MSM was previously solely owned by Chairman, Rob Edwards, and was set up upon his takeover of the club in May 2020. 

Following a successful period in the club’s history, MSM are delighted to announce investment by Swedish entrepreneur, John Harmander. This investment in MSM will enable further funds to be available to continue to develop the on and off-field strategy at Haverfordwest County AFC, alongside developing other opportunities in football (or indeed multi-sports) across Europe. 

John Harmander is the CEO and co-founder of Harmander & Ventures, an advisory and private investment company focusing on Sportstech, Gaming, and Fintech. John has spent the last 15 years investing in the Technology, Telecoms and Media industry, including as an active early-stage investor in sports technology companies such as Sportening, and investor in companies like Casumo, Brite Payments, Push Gaming, and Fragbite E-sport Group. 

“I am delighted to have been able to create a proposition to attract somebody with John’s business experience and successes, and his contacts in sport across the globe” – Rob Edwards

Since 2022, John has also been part of the board of Swedish Elite Hockey League club, Nybro Vikings, focusing on sustainable finances, strategy and club identity, culminating in a promotion for the first time in 20 years, and also featuring in the play-offs in their first season.

Commenting on the news, John said: “I have been part of the sports eco-system now for some time, from the partnership, strategic board, and technology side, which helped me gain some holistic knowledge, and for some time I have been looking for an opportunity to be more involved in the strategic development of a club, or clubs. 

“I was attracted to MSM due to the fact I can see that its approach and operational model already shows results in Haverfordwest County AFC, which is already a well-run club that follows a clearly defined strategy. I can also see very dedicated and passionate people in the organisation and in the board, with whom I look forward to working with. I’m excited to be part of the next steps, both for Haverfordwest County AFC and also MSM.” 

Adding to this, Chairman Rob Edwards detailed: “My intention when I took over Haverfordwest County AFC was always to develop the club on and off the pitch to create an aspirational and investable business proposition to take the club further than I can. It was always part of a bigger picture to look to replicate this model in other countries/regions.  

“The Board and I have been invested in Haverfordwest County AFC in every sense, and we are extremely proud of what we have achieved so far, and we have a huge desire to continue to drive the club forward and compete in the upper echelons of Welsh football. 

“I am delighted to have been able to create a proposition to attract somebody with John’s business experience and successes, and his contacts in sport across the globe. He has shown already he is emotionally involved in Haverfordwest County AFC, and we are all very excited to welcome him to the club as a Board Advisor, but also somebody who can drive our wider agenda through MSM. 

“However, regardless of any future projects, I remain wholeheartedly committed to Haverfordwest County AFC as chairman for the long term, and feel honoured to continue to have this opportunity.” 

MSM are actively looking for additional investment to support the growth of Haverfordwest County AFC, alongside pursuing further opportunities in sport. If you are interested in investing in these projects, please email Rob Edwards on r.edwards@hcafc1899.football for an investor deck and any further information.