Supporters Direct also worked in other sports, most notably rugby league, as well as ice hockey.

The consultancy Club Development allowed SD to expand its work in other sports at all levels of the game.

Unfortunately SD ran into some financial difficulties and was placed under pressure by the Fans Fund (which is run by the Premier League to merge back office operations with the Football Supporters Federation.

The cup is competed for between supporter-owned clubs and was first won by AFC Wimbledon, who beat Enfield Town, 3–2, on 12 August 2002 at Cheshunt.

The inaugural winners of the Shield were Scarborough Athletic who beat Merthyr Town 2–0 on 24 July 2010 at AFC Telford United.